26. For next year
By: Paul Ince
Tags: Marketing, Goals, 2021, Business, Mindset

I committed to writing a letter every fortnight for a year. I achieved it. Will I keep going? For now, yes. This letter is as much for me as it is you.

My plan for this going forward is to encourage more interaction, more replies from you. I want to know your thoughts on anything I write about. I feel, more than ever, that writing letters, emails, on a one-to-one level allows us to create something more intimate and side-step the gurus and charlatans that plague the world of marketing.

Of course, I’m aware this is a one-to-many on my part, but when I receive replies, it sparks a continuing discussion that grows like branches on a tree: I am the trunk, you are my luscious leaves that help me breathe. So, if you read these letters, please reply to me and tell me what you’re thinking.

As each year ends, people often reflect on the past twelve months. I think we can all agree that there is much to reflect on and much to try to forget this year. I have learnt to look more forward than back. I can’t change people’s minds on many things and I don’t wish to waste energy trying. As a teacher, I have tried to empower those that listen to me to make decisions that benefit themselves, their businesses. I encourage you to still reflect on 2020, but from a perspective of how you can take what’s happened into 2021 to improve things for you.

For what it’s worth, here are some things I’ve been thinking about that most of us could benefit from for the year ahead.

Casting aside naysayers and negativity — You do not need people giving you negative vibes in 2021. Do not let them hold you back. They may be right, but make any decision yours and the lessons you learn yours aswell. I believe you can do it. Block anyone who says you can’t.

Reducing overinflated audiences — The noise, online in particular, is uproarious. It distracts and makes one question one’s strategies. The time has come to cleanse what you consume and those you are connected with. Ditch those connections who no longer offer value to your circle. Remove followers who look as though they offer nothing back in return. I know the temptation is to keep people ‘just in case’ they decide to buy something or share something, but honestly, most people will not.

Improving agility — The pandemic is far from over. We’re in for a rough few months and nothing is certain. Your ability to flex could be the difference between success and failure. My biggest takeway from 2020 is that being able to adapt your plan will keep you closer to your overall goals. Whatever plans you make for 2021, keep your ear to the ground and tweak your actions and messaging quickly. Do not wait to see how things pan out.

Go easy on the resolutions/goals — Ultimately, we’ve seen how the best plans can go to waste. It’s tempting to set big goals for 2021, to catch up on where you should be. However, tempering them to be realistic, and actually stand a chance of achieving them next year will offer you so much more than feeling disappointed you didn’t hit your objectives two years in a row. Even if 2021 turns out better than its predecessor, we will be in recovery — you need to give yourself grace to recover fully and be stronger in the future.

This letter is far more ‘woo’ than I ever intended to be. Perhaps that is what 2020 has done to me. Despite everything that has happened, I feel positive about the future. It’s possibly a different one to what I envisaged, but one that I feel I can grasp.

So, if you’re going to reply to me, I’d like to know: what do you see for yourself in 2021? (On Medium, please tell me in the comments)

Wishing you a happy new year and prosperous, healthy 2021.

With love,

Paul

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