I’m here to tell roughly 82 people, that balance is the key to everything.

Business, life, health, whatever.
Too much of one thing and they make a documentary on you, too little of another and you’re fully deceased.

It’s a plate spinning nightmare. Every time I feel as though my plates are doing good, a bunch start smashing in the distance, ones that I didn’t even think I was supposed to be spinning. Of course, in running to pick up and glue those boys back together, the main plates slow down and start to wobble.

Enter focus.

Imagine if you could just spin one plate.

You’d be the fricking Michael Jordan of plate spinning.
Some kind of Beyblade master, just ripping all day every day.

Picture it for a second. 1 plate, your full attention.
I’m imagining at some point it would hover?

It’s a dream, a fantasy maybe.
There’s way more china in the cupboard, and it ain’t gonna spin itself.

So how do you solve it?

In life, you prioritise.
In health, you moderate.
In business, YOU SPIN THOSE DAMN PLATES UNTIL THEY ALL SMASH.

Very cool, but there is another way: brand strategy.

If you don’t know who your audience is > your marketing is an ineffective mess.
If you don’t know what your customers want > you over communicate everything.
If you don’t know what makes you unique > your product will seem transactional.

I could go on forever.

As you can imagine, not knowing even 1 of those things, adds 10-20 more plates to spin as you guess your way to success (or bankruptcy). Compound that over the million decisions a business owner has to make on a daily basis and that’s a hell of lot to do, with very little information on how to do it effectively.

The alternative is brand strategy.

If you know who your audience is > you can prioritise only showing up where they are.
If you know what they want > you can speak to only those things in your marketing.
If you know what makes you unique > you can constantly message that to become incomparable.

Again, just 3 examples, but imagine knowing all of that & communicating it with your team, subcontractors and customers. Suddenly every department or function of your business is spinning their own version of the same plate.

You’re all Michael Jordan now.

I read something last week that really helped put this in perspective: The sun produces 38,460,000,000,000,000,000,000,000,000 watts of energy a second, yet if you stand outside, it might take you a couple hours to get burnt. A laser generates about 100 watts and can cut through diamond in seconds.

An inch wide and a mile deep always wins.

When you build a concrete brand strategy, the plates spin themselves.