Work
Services
Testimonials
Blog
Blog
Blog Posts
All
AI
Monthly Retainer
Mergers & Acquisitions
Web Design
Culture
Processes
Visual Identity
News and Updates
Verbal Identity
Leadership
Brand Strategy
Categories
All
AI
Monthly Retainer
Mergers & Acquisitions
Web Design
Culture
Processes
Visual Identity
News and Updates
Verbal Identity
Leadership
Brand Strategy
About
Contact
July 2025

What AI can’t teach you

Storytime:

This week I realized I had a small hole (and another one soon to be) in my pillowcase. I've had my grandmother's sewing machine in my study for years and had been meaning to learn how to use it. So this simple mending task seemed like the perfect situation to do so. I think a lot of folks would go straight to AI: "Tell me how to set up this machine, and provide steps on how to mend this hole in my pillowcase." And in seconds it would spit out full, step-by-step instructions for their custom machine, ready to troubleshoot as issues came up, no problem.

But instead I asked my mom.

We set up a time for us to sit down together so she could teach me. We cleared the kitchen table and brewed some tea. We pulled out the old instruction manual with my grandmother's handwritten notes (and even the receipt). We experimented with different stitch settings. I asked dumb questions and made beginner's mistakes. We celebrated when I got the hang of it.

AI can teach and empower us in so many ways. But it cannot hand us moments of humanity. There's beauty in slowing down, in building deep relationships with time, in making embarrassing mistakes when learning a new skill while someone watches with care. We must advocate for these moments in our life. It's important for our individual and community well-being.

Stay inspired,

Natalie Kent, Creative Director

LINK ROUNDUP

1. The Em Dash Responds to the AI Allegations

We've had the discussions in Slack. We've tried banning em dashes from our ChatGPT results with mixed success. But we've also typed out em dashes with our grubby human fingers. Justice for the em dash.

2. U.S. Department of State Brand System

The U.S. State Department just launched a new brand identity and shifted to a monolithic brand architecture. Regardless of politics, it's fascinating to see brand strategy applied at this scale.

3. Portland Fire Reveals Team Branding

With branding by Portland-based Adopt, the WNBA team has a fresh new brand. While our team is divided between "cool" and "ehhhh," we can agree that it's an improvement over the 2002 identity.

4. Community and Content

"All of that content generated by LLMs is individualized; what you ask, and what the AI answers, is distinct from what I ask, and what answers I receive. This is great for getting things done, but it's useless for creating common ground."

CREATIVE SPOTLIGHT

"Starting tomorrow, do one creative act that you can repeat for 100 days."

This is the prompt graphic designer Michael Bierut tasked his students with that became "The 100-Day Project." Beirut drew an image from the New York Times everyday. One student filmed themselves dancing to a different song everyday. Or it could be learning a K-Pop dance, writing a haiku, baking a new recipe, or making a collage out of the day's junk mail. In a similar vein, Julie Cameron's "The Artist's Way" prescribes writing three pages about anything as soon as you wake up. As Michael Bierut writes in his essay, "With something like the 100-day project, there's no right way to do it, and there's no wrong way to do it. The reason this project works is the reason anything like this works: you can do it on your own terms, in your own way."

We’d love to hear about your brand and business challenges, even if you’re not sure what your next step is. No pitch, no strings attached.
Let's talk
logo
Work
Salesloft
Fabricators & Manufacturers Association
Zuora
See all
Company
About
Contact
Careers
FAQs
Blog
Contentstack Rebrand
The Future of Brand and User Experience
See all
Clients
Press
Testimonials
Client List
Is your brand holding you back?
Take our 2 minute brand assessment quiz.
Sign up for our (Occasional) newsletter
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
By clicking the submit arrow above, you consent to allow Focus Lab to store and process the personal information submitted above to receive the In Focus newsletter. You can unsubscribe at any time. For more information, please review our
Brand First. Brand Forever.
© 2010–2026 Focus Lab
Privacy Policy

By clicking "Accept", you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.

PreferencesRejectAccept
Manage Consent Preferences by Category
Essentials
Always active

Necessary for the site to function. Always On.

Used for targeted advertising.

Remembers your preferences and provides enhanced features.

Measures usage and improves your experience.

Reject AllAccept All
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Preferences