Everyone already knows each other.
They know the inside jokes.
They know who sits where.
You’re smiling, hoping nobody notices you’re still trying to figure out what’s going on.
Buying shouldn’t feel like that.
The trouble with expertise is that it slowly erases the memory of not knowing.
Nobody remembers what it felt like to hear the story for the first time.
So conversations begin in the middle.
Somewhere between MRV, additionality, Article 6, carbon accounting, and biodiversity credits, people are expected to understand a story they haven’t been told yet.
That question has followed me for the past year.
It changed the way I think about communication.
It changed the way I think about storytelling.
Eventually, it changed the work I do.
So I’m rebuilding this website around one simple belief.
People don’t buy what they don’t understand.
Everything I’m building next starts there.
For now, there are more sketches than finished rooms.
I’d rather invite you into an honest renovation than leave yesterday’s thinking on display.
The coffee’s on.
The paint’s still wet.
Come back soon.
Flor Maria Cruz
Or, if this way of thinking resonates with you, I’d love to continue the conversation.
→ Let’s continue the conversation
The Analytical Wordsmith 