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Ideas. Insights. Inspiration.

Pushing Against a Wall


If you were to spend the next five minutes pushing with all your might against a solid brick wall, would that be time well spent?


Most of you would immediately answer, "No!"


But the correct answer -- as it often turns out to be -- is actually, "It depends."


Specifically, it depends on what you were trying to achieve.


If you were trying to move that wall, you probably wasted five minutes.


But if you were trying to get some isometric exercise, you probably had a very effective workout. (If you don't believe me, try it.)


What you do is only important if it helps you achieve your goals.


That's the reason marketers are taught early-on to never evaluate creative before reviewing the creative brief; you have to evaluate it based on what the business is trying to achieve (as outlined in the brief).


Ensuring your actions line up with your objectives doesn't only apply to work.


It's a good idea to ask yourself why you're doing anything before you actually do it.


Why am I going for a run? Because I'm trying to be more fit, and running helps with that. Excellent!


Why am I spending time mentoring this st