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I had to write a lot to unlearn the academic jargon and marketing fluff I absorbed in my early days. Now, I stick to plain language and haven’t looked back. A tip of the hat goes to Hemingway’s six-word story, Winston Churchill’s memos, Strunk and White’s “The Elements of Style,” and Reddit’s r/explainlikeimfive for keeping me on course.

I borrow from Yogi Berra to stress that strategy and concept are inseparable when crafting marketing messages. People too often confuse strategy with endless, unimaginative slides full of hollow frameworks. Writing a strategy that genuinely inspires action is hard, possibly explaining the frequent tension between strategists and creatives. Having straddled both sides, I understand why you can’t have one without the other.

I often venture far from the marketing world for inspiration. Comics like George Carlin and Louis CK offer brilliant insights into human nature, while science communicators like Neil deGrasse Tyson simplify even the most complex concepts. Educators like the late Sir Ken Robinson have interesting takes on creativity. And unconventional creators like hot wing interviewer Sean Evans and mad inventor Colin Furze remind me that marketers don’t have a monopoly on creativity. The list goes on.

Butterflies still show up before important presentations, whether I’m talking to a handful of people on a video call or standing on a stage in front of hundreds. I used to wish the butterflies away, thinking they signalled inexperience. Now I see them as a sign that I’m deeply invested in what I’m about to share. On another note, I plant insect-friendly wildflowers in my garden, so I can greet my fluttering friends even on days off.

The line “the only constant is change” has become a cliché in LinkedIn bios. Yes, many things change, but many also stay the same. I believe acknowledging enduring principles is just as important as keeping up with hot trends. Not every new thing will change [insert industry] forever. Understanding what won’t change can often be more enlightening than trying to predict what will.

First impressions count, even in writing. I invest a lot of effort in making my texts not only easy to understand (see the first reflection) but also visually appealing. Whether it is a Keynote deck or an email, well-organised content shows respect for the reader. I might later dub it ‘user-centred writing’ or ‘design writing’, but for now, it’s just common courtesy.

Here’s a hot take: boredom isn’t always a bad thing. It gives your brain the break it needs to recalibrate. This mental downtime lets your mind wander and ponder things from different angles. It may not please the clock-watchers, but it can be a launchpad for creativity and focused work. Those endless meetings with more attendees than agenda points might seem productive but are far from it.

Not every brainwave is an idea. I use the term sparingly, reserving it for something truly novel that adds value. I also believe that creative thinking isn’t exclusive to those with ‘creative’ in their job titles. So if you’ve got a thought, please take the time to develop it into an actual idea. A fleeting thought needs nurturing to grow to a fully-formed idea.

Saying “I don’t know” in a business setting is often frowned upon as a sign of weakness, but I view it as maturity. In a rapidly confusing world, it’s foolish to pretend we know everything all the time. I’m unafraid to admit ignorance, but I make it a point to come back with a well-reasoned answer. This practice can sometimes bleed into imposter syndrome territory, reminding me that balance is key in life.