Name your role with intention

principle — attributed to Philip Dufour

Titles are not paperwork — they shape what the role can become. Renaming a role is sometimes the first design decision of the work itself.

Dufour was the first man to hold the title Social Secretary to the Vice President, a title he added himself, modernizing what had been called Residence Manager since the 1970s. He later renamed his own firm from Dufour & Co. to The Dufour Collaborative to reflect that the best work was never authored alone.

titles, positioning, identity, authority