It's been a while. The last time I posted was before heading to Europe, and things got busy. This year has been a grey-hair-inducing-crap-shoot, but reflection is important. Here are the 13 things I learned in 2022.
1. Logistics is no longer number one.
I can't call myself a logistician anymore. I can't keep my hand in two cookie jars and still eat. Supply chain and optimization have been replaced with branding, marketing, strategy, and content.
The lesson: At some point, you have to pick your playground.
2. Marketing is complex and confusing.
Marketing isn't about running the restaurant; it’s about telling people the restaurant exists and why they should show up.
The lesson: Set expectations and be clear about what you can and can't do for someone.
3. I was right to charge for assessments.
I used to laugh at "marketing strategy" because I didn't understand it. Now I know it's the foundation.
The lesson: If you get asked to do that thing, you should charge for it.
4. Ask for the money.
Asking for money used to feel awkward. But when you have to pay staff and suppliers, it becomes straightforward.
The lesson: You make an agreement and do the job; you should get paid.
5. Cash Flow is critical.
I drank too much tech-startup-kool-aid about "burning money to change the world." In the real world, making actual money is really important.
The lesson: Cash flow is key.
6. I can't do things by myself.
"If I don't do it, it won't get done" is the mindset of a fool. I became a bottleneck in 2022 and burnt out. To scale, you must build systems that replicate, teach others, or create something unique to you.
The lesson: Rome wasn't built by one person.
7. Trust \= Consistency \= Good.
Talent is important, but trust and consistency trump talent. If I can trust someone to show up and deliver, we can do anything.
The lesson: Delegation is difficult, but necessary.
8. Anyone can fail.
If "Meta" (Facebook) can go from aspirational to a scandal-ridden failure of leadership, anyone can make rapid-fire failed decisions.
The lesson: Learn how to size up how much time a project will take before pulling the trigger.
9. Some jobs aren't worth it.
Some clients sound like a dream but turn into emotional and physical misery. Ask: Will this project contribute to your goals/skills, and is the work worth the rate?
The lesson: When a job takes more than it gives, you have to make changes.
10. Some lessons are learned the hard way.
Humans are stupid; sometimes you won't understand the lesson until you make the mistake yourself.
The lesson: Some stuff you learn from experience, not a book.
11. How you do things matters.
Results fade and money gets spent. What people remember is how it felt to deal with you. Your honesty and approach to problems stay with people.
The lesson: How you do things matters.
12. Clarity is valuable.
Most people are on a pirate ship moving through a thick fog of ideas. The most helpful thing I can do is provide clarity—acting as a guide to show the next steps.
The lesson: Knowing what to do next is valuable.
13. Just like relationships, good ideas take time.
"You just need one idea" is a myth. You need many, and they take work to refine. You can't ask people to help you with a difficult journey if you haven't built a relationship with them first.
The lesson: Good ideas are linked to good relationships.