Ex-lawyer turned relationship coach

For The Love Of Bread

What does every tourist want to do in Paris? Visit the Louvre, climb the Eiffel Tower, and eat a baguette. 

French bread is France’s pride. President Emmanuel Macron even tried to get the baguette onto the Unesco heritage list. “Excellence and expertise must be preserved,” said the President.

And baking the perfect baguette really does require expertise. You must know: how long to knead the dough, how long the dough must rest, how to proof it, shape it, score it, and bake it. 

But despite all these steps, the critical step is at the start: choosing the dough’s ingredients. If you don’t get that right, it doesn’t matter how well you do the rest.

Too often, we spend our time and energy on the exciting final steps. Whether it’s shaping and decorating a baguette before you stick it in the oven, designing the website for your unfinished product, or increasing your conversion rate.

And too often, we forget to spend our time and energy on preparing the less-exciting, but far more critical. Like figuring out what to put in your dough, how to get more recommendations, or how to double your prices without getting any backlash from your clients.

When the results of our projects disappoint us, it’s seductive to think the problem lies at the end—you only have to redo the last couple steps of the process.

But sometimes it’s better to start from scratch.

So for the love of bread, when your project doesn’t give you what you want, check your dough. Because the success of your project has been decided long before its trip into the oven.

By Jeroen Elsing
Ex-lawyer turned relationship coach