Reduce variables before enhancing them

The greatest breakthroughs I've ever experienced in my life have been the result of reducing variables, not adding them. Almost in every dimension.

The strategy project where we had one framework too many, which was creating unnecessary confusion. “Planner ego”, as a former boss called it.

The creative brief where we were trying to be so clever we forgot one really clear thing is more valuable than three ‘interesting’ ones. Clear > clever.

The anxiety episode where I was trying to do too much to have to do less later, which rarely works that way. Work expands to the time available.

The depressive funk where I was putting so much focus on my failings I'd forgotten how much I'd grown (this one is a recurring one, but I’m better).

The chronic overwhelm where I thought I could keep up with hundreds of newsletters every week, once to realise fewer high quality media is best. And, weirdly, reading websites and specific publisher apps works very well. Or maybe that’s just the nostalgia kicking in, but I don’t think it is.

When I was coached by Dana Stevens, I started getting a better sense of this need to reduce variables before enhancing them through execution. By the way, Dana positions her services as ideal for women changing careers, but frankly it worked wonders for me. So you should definitely hire her.

The big realisation, in life as too in strategy, is that change comes from reducing variables as best you can, before then enhancing what remains. In short, sure we can have it all, but not at the same time or in equal measure.

You don't need to be Rick Rubin to appreciate the importance of being a "reducer". Reducing variables sounds like a less ambitious move for some, but all it does is let you enhance the ones that survive. It’s a sweet spot between being efficient, but also effective, with what you choose to do.

And that process, so popular in advertising (simplify, then dramatise), turns out is also great life advice. It not only maximises the chances of doing things that are truly impactful, but you get to have a good go at doing them without burning out in the process. Which, based on the conversations I have with Salmon Crew members, is a growing need.