Meaning emerges from momentum

The best answer to writer's block: start writing. The best answer to strategist's block: start talking to people. This can be consumers, clients or colleagues, what matters is to start talking. Meaning often emerges from momentum.

Herminia Ibarra is famous for saying:

“We learn who we are in practice, not in theory.”

Which is equally true, I would argue, for brand and communications strategy. There is only so much we can hypothetise based on informed choices. It's only when we hit the acid test of the market that it counts.

And this becomes painfully obvious when, before you know it, you've been in strategy dev for 18 months. If this sounds like something I’ve definitely been through, trust your instincts. You know what it feels like. No one really wins.

Instead, I like to follow the advice that I think I once heard from Andy Puddicombe (the ex-Headspace guy): give things a try, then give them time. We like to pretend that we need perfect plans before we get going, but plans emerge as we try more things and double down on the things that work well.