Strike a pose, there's nothing to it.

When Anna Wintour took the reins as editor of Vogue in 1988, she began what would become a hugely successful 30-year tenure.

At the time, the magazine had grown increasingly niche and was in decline. Her vision was to make it more relevant and approachable.

To revive circulation and by extension, advertising revenue, she wanted high fashion to reach working women, not just the wives of wealthy men. So she changed the images.

Gone were the static, highly controlled, indoor studio portraits. Models became idealised versions of the women Vogue wanted to reach with shots set in the real world. A woman hailing a cab. Carrying a coffee in heels. Briefcase in hand. Moving with purpose through the city.

There was energy and momentum. A sense of life beyond the page.

Whatever else is said about Anna Wintour, one thing is undeniable: she understands the power of an image. She knows it instantly signal who you are speaking to, and who you are for. In fact, high fashion mixed with street style is so standard now across the board, it is hard to imagine it was ever groundbreaking.

We apply this principle to clients’ work all the time.

I’ve lost count of the meetings where executive leaders say:

“We need to convey a global presence”
“We want more women on the team.”
“No one knows how closely we work with Indigenous communities.”
“We want the bigger projects we are capable of”

You could have fooled me from their website. The images tell a completely different story. They often reflect where the organisation has been, not where it is going.

If you want to attract a different audience, your visuals need to catch up. People decide in an instant whether something is meant for them.

I’ve watched businesses grind away for years with complex strategies. And I’ve seen others move forward fast, simply by sending the right signals.

Change the images.

Change the signal.

Change who you attract, both staff and clients.

Then watch what happens. It’s almost embarrassingly simple.

It worked for Vogue and it will work for you.