Lindsay Rubino en Janna Lawson from The Pear

Lindsay Rubino and Janna Lawson had talked about starting their own agency for years. Then their employer made the decision for them. When both were laid off in a reorganization, they didn't update their CVs. They built The Pear.

The irony of two writers

For seven years, Lindsay and Janna helped other people communicate better. Same company, same mission, and enough shared history to know exactly what they'd build together if they ever got the chance. The reorganization gave them that chance, whether they asked for it or not.

They are both former freelancers, so independence wasn't new to them. What was new was building something that was entirely theirs. They used their notice period to think, really think, about what they wanted The Pear to be. Then they got to work. Licenses, tools, templates, finances, all sorted before a single client brief came in. They describe themselves as organized. Their word for it is actually "persnickety." "Being so organized, some would say persnickety, meant that we felt confident in our ability to execute our business plan."

The Pear is an English-language content design and communications agency based in the Netherlands, working with clients across industries and around the world. Their pair writing method puts two sets of eyes and experience on everything, which keeps the quality up and the back-and-forth down.

"Being so organized, some would say persnickety, meant that we felt confident in our ability to execute our business plan."

On being writers in the age of AI

They will be the first to say it: yes, they are writers, and yes, AI exists. It's not something they shy away from. Their take is straightforward. AI can only rewrite what has already been written. The raw material, the knowledge, the expertise, that still has to come from somewhere. From someone. Lindsay and Janna's job is to find that knowledge inside their clients and turn it into something their users actually want to read. That is not something you can prompt your way to.

In a market full of agencies that treat content as an add-on, The Pear makes it the whole point. That's a harder sell in some rooms, but it's also what keeps their work from being interchangeable.

Honest, kind and easy to work with

The way Lindsay and Janna describe their client relationships comes down to two things: candor and kindness. They keep communication open, they flag problems early and they genuinely like the people they work with. "We try to work with our clients, not just for them." It sounds simple. In practice, most agencies don't do it.

They are also honest with themselves. "Success is never certain and failure is never final." If something isn't working, they say so and they change course. No attachment to a plan just because it was the original one.

The founders' golden tip

"Stay organized. There are a lot of things to arrange in the beginning, and it can get overwhelming fast. A clear plan, your documents in order, a realistic timeline: it removes more stress than you'd expect. And if you're starting a BV with a partner, stay honest with each other. Discuss everything. Don't let small things fester."

Lastly

Behind every company lies a special story. This is also true for Cem Tanrikut from Revalyze. Curious about the motivations and choices? Read the whole story.