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Gotta be upfront: I stick with clients that have traditional values or, at least, aren’t espousing nontraditional values. That cuts down on business a bit, but I need to be open about it to avoid confusion after a job is started.

No, I’m not going to query your voting record or church attendance. But I need to be true to my beliefs and practices and avoid helping to promote any content that goes against them.

That’s easy to do as a freelancer. But what do you do as a corporation in the age of wokeness?

I like Kraken’s approach.

Kraken is a cryptocurrency exchange and service with a libertarian bent. That’s not surprising for a business dedicated to upending the traditional monetary system and government’s involvement in it. Buried in their web presence are the company’s “Tentaclemandments” that explain the company’s culture.

One of the first hints that you’re dealing with a company that wants to focus on business instead of feelings is this:

We understand that while we will always be a great place to work for some who share our mission, we may not be the most compatible company for some others.

When I read that, I thought, “Hmm, maybe I ought to make any potential clients aware of my perspective on the possibility that we may not be a good fit like Kraken does.”

So here’s the caveat.

If you were a potential client who now realizes we may not be a good fit, the good news is that there are many, many editors out there who will be more than happy to work with your content.

Go for it!