Alyn Kalach, the co-founder of 2b, a Miami non-profit that supports emerging artists, calls Amy and Hilary to get clear about messaging as part of revamping the organization’s website. She and her partners have gotten hung up with translating their mission – not only turning it into accessible copy that speaks to different audiences, but also because they are native Spanish speakers and English can feel….clumsy, and less poetic. Listeners will get a quick mission statement tutorial, inspiration on how to use a mission to inform other parts of a brand (like logo and overall brand identity) with some surprising takeaways that can be applied to any company. This episode proves that clarity around mission creates efficiency and creativity everywhere else.