"Do I have the level of peace I need to be the best me?"

I used to want many things: success, status, power.

Now, I want one thing: peace. If I have that, then everything else is okay.

As we celebrate the new year ahead of us, I challenge you to create space to find peace. When we have that, we can move forward with more grace. We ultimately harm fewer people by helping them find their peace.

Peace begets peace.

Would you join me in searching for peace in 2024 and beyond?

Enjoy this week's letter:

Marketing Micro Essay 💡 The Audience Illusion

(Time to read: 1:25 minutes)

Here are a few strategies for how to figure this out. But before that, let's discuss what I'm not discussing here: A faceless persona.

We've all seen the worksheets for defining your ideal customer profile. While cute and somewhat useful, they're ultimately unhelpful. They give the false belief that defining the WHO is easy and that all I need to do is "color within the lines." The truth is that figuring out WHO is one of the most challenging pieces of the puzzle.

This is true for content as much as it is for businesses.

Many businesses believe they know who they serve, yet when drilled on who that is, they can't go beyond the surface details. After running into this enough times, I've coined a term for it: The audience illusion.

The illusion of understanding

In my short time in marketing, I've found that no one admits to not knowing their customer. Who stands up and says, "Yeah, I don't really know who buys from me." While most have "some" idea, I believe most of us are more on the side of not knowing. We think we know, but do we?

When asked how easy it is for you to define your customer?

Is your answer vague? Does it include a wide range of titles and demographics?

Now, a better (tougher) question: What progress do you help them make?

To answer this in a specific way for each segment of customers is nearly impossible. It's like summoning Exodus in Yu-Gi-Oh!, which I've never done. Why? It takes an in-depth insight into who you serve and the progress your product or service helps them make.

So, the first step in all of this is to assume ignorance.

Better outcomes come from that than doing the inverse (thinking you know). It puts you in a proactive state to always seek understanding with those buying from you. You also can get complacent because "I know who buys from us!" This results in the ostrich putting its head in the sand concept.

Next, let's put some strategies and processes into action to figure out who to make content for:

Read Chapter 3: Audience + Progress (work in progress) here.

Three Books / Three Quotes

"We tend to think of the artist’s work as the output. The real work of the artist is a way of being in the world.”

– Rick Rubin (The Creative Act: A Way of Being)

“Our first step in improving our outcomes is to train ourselves to identify the moments when judgment is called for in the first place, and pause to create space to think clearly.”

– Shane Parrish (Clear Thinking: Turning Ordinary Moments into Extraordinary Results)

“‘Wise people don’t just possess information; they possess a compassionate understanding of other people. They know about life.”

– David Brooks (How to Know a Person: The Art of Seeing Others Deeply and Being Deeply Seen)

Heard / Saw / Experienced

Heard:

One skill I can't recommend enough is writing.

It helps you think better, gain more attention, and improve as a person. At least, it has for me (and many others who dedicate daily effort to it).

I have learned many tips and frameworks for writing online from Nicolas Cole. He was on a podcast I enjoy by Arvid Kahl, The Boostrapped Founder.

He shares some insightful takes on writing that I found to be helpful.

Click here to listen to the podcast episode

Saw:

Door County (Wisconsin) is 😍

This was my first time visiting. (you could say I don't leave home much).

While it was December, it felt like October, which is one of my favorite times of the year.

Walking around the boat launch at Potawatomi Park, I smelled the wet grass, which reminded me of my cross-country days. This prompted the realization that it's been ten years since I graduated. Wow.

I'm blessed to be in a place where I can take a day trip out to Door County. I've worked hard for this and had luck and God on my side.

I'm beginning 2024 grateful and hungry for more.

This was provided by Bridget (O’Connor Connective) through having a week off during the holidays to return fully charged. I'm grateful and appreciative of working somewhere that values me.

Thank you.

Experienced:

What is the reason for the season?

I've always loved Christmas. As a kid, I would devour the presents.

I was also raised in a God-fearing home where the birth of Christ was a significant focus.

As I've aged, I've realized there are deeper reasons for the season than simply the birth of a baby.

Reasons that are contingent on the birth.

But deeper than that:

"Go and tell my servant David, 'This is what the Lord says: Are you the one to build me a house to dwell in?... 'The Lord declares to you that the Lord himself will establish a house for you..." – 2 Samuel 7:5/11.

My ego did not want to accept this truth.

"We set out, like David, thinking we have to do something to prove ourselves to God, "build God a house" is the metaphor. And as always, God turns it around and says, "No, David, let me build you a house!" – Richard Rohr's Daily Meditations For Advent.

Sure, the reason for the season is that Christ came to bear our sins.

Or... maybe there are more reasons.

Maybe the reason is for you to let go of control.

To allow God to build a house within you, full of Christ's spirit.

And to realize this is true for all humans.

Not only David, Israel, or even Jordan. But for all of us.

That's a reason I can fully get behind.

Merry Christmas, and I hope you can find the peace and joy Christ came to give all.

Personal micro essay 🙆‍♂️ 2023 Reflection

(Time to read essay: 5:34 minutes)

I am happy I am not who I was when 2023 started.
I am unsettled that I am not yet who I want to be.

That is the constant tug-of-war I find myself in. I am grateful for my evolution and saddened by the gap in who I am and who I know I can be.

Because I lean more toward the side of sadness, I have frameworks to help me realize my growth and be proud of it. One of those frameworks is writing down three wins at the end of the day and understanding the lessons from the losses. In this essay, I want to share three lessons I learned, my one word for 2024, and three "wins" for each month.

Will I do this every year? Maybe.

Here's to the first ever (written) reflection on my year. I hope you gain something from this reflection.

Read my 2023 reflection here

Click here to find all my micro essays

Enjoy your final weekend before 2024. Stay safe, and I pray you find peace.

– Jo (every second counts)