Naturally, you have to think about what capabilities and expertise you have in-house and where you want to spend your hours, but there are other considerations as well. Rethinking your brand, especially, is difficult to do in-house[/thoughts/how-we-fcked-up-our-own-rebrand/], and almost always benefits from an outside perspective. When you have an expert asking the right questions, facilitating discussions, and providing insights, you end up with a clearer view. It’s a lot like therapy. In fact, we call the process design therapy because it has such a clarifying effect.