The Rhythm Design Co. Story

After operating as an agent for freelance creatives for a few months, I saw an opportunity to help bring some value to the client-creative relationship. I was able to help the designers out, but I didn't have a lot of value to add to the clients receiving the work.

That's when I decided to be trained and certified by StoryBrand as a guide and copywriter. StoryBrand is all about helping companies eliminate confusion in their marketing. One of the biggest business killers is the propensity to confuse customers either through insider lingo, narratives that don't lead anywhere, vague calls to action, and other rhetorical dilemmas.

The solution, however, has existed for over 2,000, if not 3,000 years. Ever since Homer collected and wrote down the tales of the Trojan War in his epic, The Iliad, humanity and western civilization have been able to study and use the power of story in inexhaustible ways.

People way smarter than me who make academic livings studying story know a lot more than I do, but I can tell you that stories aren't as complicated as we make them out to be. They follow frameworks, templates, and patterns that can be recognized over and over again.

Joseph Campbell wrote a book called The Hero With A Thousand Faces that tells us that every hero follows a different version of the same 12-step process. We're not going to get into that, but stories are told in similar rhythms.

And there's that word! Rhythm. Rhythm often means something along the lines of the measure of beats in music, the cadence, and how to music flows. But I didn't intend for rhythm to mean that in this case.

What I mean by rhythm is more closely related to the words ritual, liturgy, and pattern. I mean repeated exercises to bring about a particular state of mind, a specific result, or for efficiency and effectiveness. Stories move through rhythms, and we as humans move through humans as well. We wake up, eat, work, think, communicate, relate, all the standard patterns and habits of being a human.

What I hope for as a business owner is to introduce better rhythms to the world of business and design. I hope to help my staff and my customers create better rhythms and a kind of mindfulness that creates better products and better lives.

So that's why I named the company Rhythm Design Co. As I live out each day, hopefully, I can engage in the usual rhythms of running Rhythm and remember that this is all for something a lot larger than myself.

Danny Knesek