Meeting others is energising.
It’s when you get to share ideas, when you get to improve your thinking, when you get to tell your stories, when you get to learn something more about you, when you get to solve difficult and interesting problems.
The last two years (and some) have been tough on this aspect.
Now is the time to recharge the social batteries and look farther.
When you want to do things that matter, things that change the status quo, things that make an impact, a great place to start is to own your own schedule.
Even if you are in an entry-level role, if you keep bouncing from one task that is important to your senior colleague to the next task that is important to the manager, you will never get to what is important to you.
And that, in the long term, matters more than anything else.
It’s normal to want others to change.
Our kids should behave, our friend should quit smoking, our colleague should be more productive, our partner should be more like yourself, our boss should be more available.
But for as noble as our intentions might be, the reality is that others don’t see the world through our eyes.
The only thing we can hope for is to help them find their way.
There are many myths in marketing, that marketers would do better forgetting about. Or at least, putting them in the right context.
A/B testing is one such myth. Not because it doesn’t work, it’s a fantastic idea. But the organisations and the marketing teams that can do A/B testing effectively are only a few.
For that, you need a high enough traffic, a high enough budget, a set-up that allows you to track and compare things, and most importantly consistency and patience. And even when you have all of that, more often than not you will get misleading or contradicting results.
Instead of falling in the measurement trap, focus on basics: who is your customer, what they care about, where do they hang out, why should they pick you. This is going to deliver far more solid results than any weak testing you might be wasting your time with.
That moment you spend doing something that someone else wants you to do, and that you absolutely hate. That moment when you despise yourself, blame the other, feel like there’s no point, find faults in everything. That same moment you get angry, furious, mad, and then sad, depressed, disillusioned.
It’s just not worth it, isn’t it?
And to be clear, that does not mean “follow your passion and do what you like“.
It means find what you like and be brave enough to stick with it.
No matter what others want or say.
They too will thank you, eventually.
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