This year, I embarked on a journey that took me from understanding farming to navigating food distribution—two industries I never thought I’d explore. Along the way, I discovered a powerful truth: adaptability isn’t just important—it’s essential.

But here’s the catch: true adaptability requires unlearning.

When you’ve been doing something for years, it’s easy to think you already know the answers. Experience, while valuable, can also narrow your focus, create blind spots, and lead to assumptions. To truly adapt, you often need to let go of what you think you know and approach challenges with fresh eyes.

The Foundation of Step 1: Drafting the Brief

This mindset became the foundation of Step 1 in my 10-step process: drafting the brief.

When I start a new project, I approach it as a blank sheet of paper. I ask questions like a curious child—simple, even “silly” ones. I step into the customer’s world with humility and openness, letting their needs and perspectives shape the path forward.

This approach ensures we build strategies that are not only effective but also deeply aligned with the customer’s reality.

Looking Ahead

This is my last story for the year. Thank you for being part of this journey and for allowing me to share these reflections with you.

As we move into 2025, I look forward to seeing where adaptability and fresh starts will take us. Together, we can continue to unlearn, adapt, and create strategies that make a difference.

🎄 Wishing you a Merry Christmas and a Happy New Year! See you in January.