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Creative Nomads
business tips · nonprofit marketing

Shepherds, not wanderers: how we think about guiding clients

A short note on why we call ourselves shepherds, and what that means for the way we run projects.

Stylized map artwork for "Shepherds, not wanderers: how we think about guiding clients": a plotted route with waypoints in the Creative Nomads cartography style

We use the word shepherd on purpose. It implies a route, a flock, and a job that gets done well only when nobody gets lost.

Why "guide" is the verb

A guide knows where the cliffs are. A wanderer finds them. Mission-led work cannot afford the wanderer’s path.

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