At least a few times a month, I have clients who apologize to me for needing to reschedule something, not having a moment to review something, not getting back to me in a timely manner, or any number of other “problems.” My answer is always the same, “Don’t worry, I’m here to support you!”

Why are my clients apologizing to me? First, they are just kind people who respect my time as much as I respect theirs. Second, they are parents and they have bigger things going on in their lives than their work. At least 75% of my current and past clients are parents.

I recently tried an exercise of writing a letter to future clients I hope come into my life. Typically, this would not be my type of thing. While I sometimes believe it’s important to put things out into the universe, I would say that I don’t fall into the stereotype of the typical LA resident—I can’t tell you what your zodiac means, or if Mercury is in retrograde, and I don’t have any crystals in my home.

I used to think I wasn’t creative. If you asked me to design something my answer would be mumbles of, “Oh, no, no, I’m not a creative, you’d be better off with a designer. I’m a strategist.”

Often, my work asks me to copywrite, but I would tell people that I can write the core messaging, but you’ll need to tweak it. I’m a strategist. I’m not a writer, designer, artist: I’m not A CREATIVE.

Often, when people joke about corporate America and how horrible it can be, we joke about jargon: quarterly reports, net-new, to ping someone, and synergy—it’s so bad project management software company Asana even published a cheat sheet. But I’m here to tell you that when synergy works, it’s a beautiful thing, and all products end up cross marketing each other.