Breaking Bland #10 - Maximising momentum

Hi <<First Name>>

Wow, what a three months that was - ‘unprecedented’, you might say (sorry). But seriously, hopefully you and your loved ones are staying out of harm’s way.

The pandemic has accelerated all sorts of change, so the theme for this quarter's Breaking Bland is ‘momentum'. Have you got it? How to get more? And will it last?

The answers are changing daily and surfing uncertainty remains the 'new normal' (sorry again). So think of this edition as a handy little care package to help you ramp things up.

Below you'll find ideas for growth, standout and wellbeing, as well as timely tips for clarity, debunking myths and dealing with uncertainty.

And speaking of momentum, let's keep talking about BLM and deconstructing institutionalised inequality. So if you only read one article below, make it that one.

Btw, a big hello to those of you receiving BB for the first time. Do tell me what you like and - especially - what you don’t. Go on, I dare you. I double-dare you.

Finally, thanks for the lovely messages about the last edition - it was tricky to write, so I’m glad it landed well.

Right, enough waffle. I'm off to find a BMI calculator that doesn't think I'm overdoing the lockdown snacks (mmmm, waffles).

cheers, Rob

Which direction for sustainable growth?

Is the pandemic accelerating change? 100%.

No wonder agency CEOs are focused on how to adapt as they look to take momentum into 2021.

But in amongst a dizzying set of options and constraints, how do you - quickly, decisively and inclusively - decide what to change?

Try this MOT for growth on for size.

Make yourself scarce

Momentum thrives on clarity - especially in uncertain times. So how clear are you on the most mission-critical decisions of all? Like what business are you in? How can you leverage scarcity? And how should your positioning and proposition work together?

Enough rhetoric, here's the article.

Find the right words

Clarity of strategy is one thing, but clarity of expression is something else. Words and stories have always mattered, but in difficult times, their impact is multiplied.

Drawing from anthropology and politics, read these timely tips before you next speak to your people.

Use your time wisely

With our more enlightened new perspective on accountability, we have an opportunity to be more innovative, more efficient and help create a healthier industry.

So if you want a better business, maybe billable hours are the enemy.

Debunking myths

If you're fond of new-business, then you probably listen to Gunpowder Consulting's Lucy Mann's Small Spark podcast.

She very kindly invited me on to wang-on (my words) about agency growth - not least to debunk a few myths that are sure to slow your momentum.

Reframing uncertainty

Everyone's facing uncertainty - and lots of it. And if you can’t make it stop, then you’d better find a way of handling it.

Remember Donald Rumsfeld's infamous 'unknown unknowns' speech? Bonkers. Try this practical advice instead (h/t Jess and Phil at Subsector).

Let's do the work

Let's turn to another welcome sense of momentum: Black Lives Matter.

Regardless of your heritage - but especially if you're a white person - check out this powerful illustration of institutionalised racism.

I've found that *some* people arguing that 'all lives matter' come from a blinkered sense of equality. This is an eye-opening antidote to that misunderstanding.

Client testimonials - now bribe-free since 2015

Liberated from commuting, I've found time to give Co:definery's website a cheeky little polish (helped by Fly - they're ace).

Aside from some messaging tweaks and new testimonials, the big change is a shiny new speaking section. Bizarrely, this month I'm sharing a (virtual) stage with Simon Le Bon!

Btw, about client testimonials - don't draft these yourself. Not only do they get increasingly samey, but you'll miss out on the arse-clenchingly embarrassed joy of getting a lovely, personal endorsement (thanks Jon from 3Sixty).