Every new year our inboxes are full of predictions about what will or won’t happen in the year to come. The forecast is for these seven buzzwords to die, only to be replaced by four others. This data-driven strategy is wrong. This new and improved data-driven strategy will prevail. We will, of course, no longer use this or that content strategy because it is to be used only by those who live in the past.
Every year, in direct opposition to our experience of looking into rear-view mirrors (in which case objects are closer than they appear), objects in crystal balls appear to be closer than they are.
On this theme of peering into the future, Gloria Steinem said, “Without leaps of imagination, or dreaming, we lose the excitement of possibilities. Dreaming, after all, is a form of planning.”
I’m reminded of the importance of dreaming as I read a book that I received, one I’d highly recommend. It’s called The Business Romantic: Give Everything, Quantify Nothing, and Create Something Greater Than Yourself. The author, Tim Leberecht, talks about how we often underestimate the importance of meaning and romance in our business lives. I couldn’t agree more, especially when it comes to our content strategies.
Granted, during lulls in our schedule, we may feel torn between doing something productive and enjoying the nothingness of vacation. Catch up on email, or binge-watch The Affair? In fact, this cusp of a new year is the perfect time to plan, to dream, to indulge in the romance of our business lives.
If we give ourselves permission to explore possibilities of what we might do in the coming year, we can give new meaning to the concept of going back to work.
So what will it be for you? Maybe you’ll go back and rebuild that business case for content. Maybe you’re ready to explore how your team will create a more strategic approach to organizing everything. Perhaps you’re finally exploring that much needed career change because you realize that life is too short to be stuck in a dead-end company that’s not willing to embrace content as a strategic function.
Go ahead, dust off your crystal ball. Explore. Envision. Embrace your wildest dreams. You can make decisions later.
I wish you the best of all dreams.