In October of 1871, fire swept through Chicago with a fury few had ever seen. For two days the flames raged, fueled by dry winds and wooden buildings, leaving more than 17,000 structures in ashes. Hundreds perished, and more than 100,000 were left without homes. The destruction was immense, the loss incalculable.

It was the final round of a brand strategy workshop. The marketing team from a mid-sized nonprofit sat around a U-shaped table, debating (loudly) what their new website should look like.

“We need a big, bold donate button at the top!” one insisted.

“The hero image has to be a picture of our new building,” another pushed back.

“Let’s make sure the mission statement is front and center,” someone else said.

The tension rose as each defended their opinion, certain they were speaking for the “target audience.”

At Radiant, we’ve spent nearly three decades walking alongside some of the most thoughtful, mission-driven organizations you can imagine — helping them navigate the highs, the lows and the moments when the world suddenly expects a statement. 

At Radiant, we’ve partnered with hundreds of ministries over the past three decades, each with its own calling, culture and challenges. And while the organizations vary, the pattern of success is clear: the deepest, most fruitful results always come when we're fully integrated — not just as a service provider, but as a true part of the team.

Over the years, I’ve learned that while finding new opportunities is challenging, deciding which ones not to pursue is even more difficult. In marketing, leadership and life, we’re inundated with ideas, tools, channels and demands. And the temptation is to try and do it all, hoping that more activity equals more progress.

In almost 30 years of running our company, I’ve seen one silent brand-killer show up repeatedly. It’s not lack of talent; it’s not budget; it’s not even poor strategy. It’s unquestioned assumptions. And in my experience, one of the most powerful questions any leader can ask is this: “What assumption are we making that’s no longer true?”

A couple of weeks ago, I shared an article titled, Sunrise or Sunset? Thoughts on AI, Creativity and Why We're Often Wrong. In it, I highlighted a conversation I had: At one of our Compassion Gallery events, I had an interesting exchange that’s stuck with me. Someone walked by our booth, glanced at a wall filled with sunrise and sunset

I have a challenge for you, but before I get to it, let me ask you a question. What would you need to spend to hire someone — or a few someones — to cover your design, communications, tech, digital, content, social and website needs? It adds up fast. And that’s before you even think about HR, onboarding, equipment, vacation, government taxes,

Long before conversations about artificial intelligence started dominating headlines, I was spending much of my life behind a camera capturing moments in remote villages and breathtaking landscapes, always with the goal of telling deeper stories through imagery. Photography has never just been a creative outlet for me; it’s a way of seeing the