Time to read: 2:41 minutes
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Waiting is the worst.

Anticipation is exhilarating and terrifying.

But much life is waiting. Which makes me believe:

Having patience while waiting is a superpower.

It's something I've practiced for the last 8 months.

And within 48 hours, our baby will be here.

SO EXCITING.
AND SO SCARY.

What are you waiting for?
How can you increase your patience?

Enjoy this week's (shorter) letter:

1. One (marketing) Idea

Change is constant in marketing.

Changing what you think and believe is core to the marketer's journey.

Yet there is one theory/mental model I continue using:

The Jobs To Be Done Theory (JBTD)

While I'm not an expert (read Bob Moesta or Alan Klement)

I use this daily in my thinking through a simple question:

"What job is {insert company, product, or content} being hired for?"

Here's an example that might help: My podcast.

After running it for 2 years, I was ready to tweak it.

I asked myself the question above. And I didn't have a good answer.

After speaking with peers and contemplating it more, I found an answer:

My podcast is hired to think differently about marketing.

To get different (better) results.

And how do you change how someone thinks? Focus on first principles.

Rather than focus on what mic or software to use.

While I've updated my thinking about JBTD, I still use it daily.

If this is your first time hearing about JTBD...

Read this 👉 https://therewiredgroup.com/learn/complete-guide-jobs-to-be-done/

2. One Quote

"The 'me' discovers meaning and happiness by joining and belonging to a 'we'. The brain is set up for interpersonal integration." – Daniel J. Siegel MD, and Tina Payne Bryson Ph. D. (The Whole-Brain Child)

We were built for relationships.

Seems obvious, yet the way I, and many, lead our lives contradicts this.

As I prepare to raise a human, I'm reminded of the criticality of connection. It doesn't happen by chance. We must be intentional.

The same is true for your marketing/business.

You can't win (for long) on your own. You need to collaborate.

With customers
Partners
Peers

The only way you do good marketing is by including the WE:

Of the inside and outside world.

I hope this can inspire you (as it did for me) to be more intentional with integrating myself with the we.

It's not about me, but about us.

3. One Episode with Nick Gedda

Nick Gedda is a fractional CMO turned art dealer.

And now a marketing lifecycle manager.

In this episode, Nick shares:

1. The importance of listening to your body

2. The benefits of daily creative practice and skill-building

3. Embracing the unknown and staying open to unexpected opportunities

(Nick is from Season 1, Episode 1)

Enjoy 👉 https://podcastonmarketing.transistor.fm/58

4. One (life) Idea

When is the right time to stop?

As I start fatherhood, I feel compelled to contemplate what we continue even when we no longer get joy or utility from them.

Many people think starting is hard. It's not.

Maintaining (continuing) is the real challenge.

Let's think about books.

It's very easy to open it and read the first sentence.
Harder to continue reading until the five thousandth sentence.
And what might even be harder is knowing when to stop reading.

I once heard someone share sage advice:

Stop reading books when you no longer "get anything" from them.

There is no medal for those who finish the most books (aside from Goodreads clout).

You increase your learning by not being married to what you're reading.

Being able to stop reading once you stop learning is vital.

I resisted that logic.

What if there is a gem hidden later on!? (note: there never is)

I recently stopped reading a book on page 97.

It took me over 7 years to apply this. And I couldn't be more happy.

Q: What are you doing that you'd be happier if you stopped?

There is never a right time to stop.

But doesn't now sound like a good time?

5. One Photo

Happy Holidays 🎄

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– JO (every second counts)