My friend, a veteran in his field, recently shared some advice with me. “Your website is not presentable,” he said. “The header needs some movement, some animation, maybe a video. It’s static, and that immediately signals an outdated style. Today, everything is in a constant flow.”

I agreed with him. After all, I can create complex 3D videos, so making an animated header is a trivial task. But after our conversation, I paused and asked myself a simple question: Why haven’t I done that yet?

The answer came to me with a clarity that felt like a revelation.

My work is built on substance. My content is wise, practical, scientifically grounded, and, most importantly, effective. I am, at my core, an engineer. And an effective engineer is, by definition, a minimalist. I understand the principles of systems and project management. I know that the function of a machine has nothing to do with the color of its casing. While I am capable of creating beautiful designs—because design is also a system—I do so only when it serves a specific purpose for a client. For my own work, my focus is on greater values: developing new mechanisms, algorithms, and concepts, rather than debating the shape and color of a button on my website.

I’ve come to see a huge divide in the consulting world. The most successful firms are masters of presentation. They understand that clients, especially big ones, often judge a book by its cover. They’ve perfected the art of selling what is, to put it bluntly, a beautifully packaged pile of crap. They understand the power of design and marketing.

My “unpresentability” is not a flaw—it’s a feature. It is a sign of my expertise. What I know and what I can do for a company is a hundred times more valuable than a flashy website. My deep, systemic knowledge is something many of these companies, with all their resources, simply do not possess.

I’ve found my niche, and it’s not to compete with them. It’s to collaborate.

My role is to be the source of truth, the engine of a concept, the developer of a robust system. I don’t need to compete in their arena of aesthetics and trends. My power lies in my ability to provide a deep, solid foundation. I am a partner for those who have the resources and expertise to take my valuable information and package it into a modern, convenient, and fashionable format.

The industry hasn’t changed its fundamental principles in 20 years, but the way that information is presented has evolved dramatically. It’s time to stop seeing my practical, no-frills approach as a weakness and to see it as a unique strength. My value isn’t in the wrapping paper—it’s in the gift itself.