At their heart, goals are an abstract thing. They are ideas, projects and machinations of the mind; yet, they dominate the business landscape in a way rivalled only by currency itself. Goals are the focus of so much time and so many meetings. From the loading docks to the executive suite, everybody has them. But when you’re trying to turn an idea born out of thin air into a tangible product, where do you start?

For us, that process starts with a pen. Before the first meeting or phone call; before the first email sent, a new website begins its life as a line of ink coursing over that wafer-thin slice of material old as civilisation itself: paper.

Maybe that sounds strange coming from a modern web design company, but for our team—who are constantly basking in the glow of computer screens—it’s a way of connecting the idea of a goal to the reality of the world. In some cases, with web design it might be the only real goal you can “touch” outside of a keyboard. So it’s important to have.

From the pen comes the paper, and from the paper comes the beginning of a list. What does a client need from their new website? What does the client want from the new website? Do they have a dream goal? Something they think might be impossible that we can surprise them with during the reveal? The pen tells all.

And the pen doubles as insurance. If a team member falls ill and is unable to answer a question about a project, there’s always a notepad lying around with a list of their project goals. It ensures that somebody on staff can at least offer an informed hand to whatever Metal Potato customer is in need, even if their project manager is out.

But let’s get this right—the pen is not a requirement. Potatoes are free to take notes however they want. It just so happens that the pen and the pad (as they were ages ago) are still the king and queen of making goals a reality.