As a quad right, these things tend to happen organically. I would love to tell you there was a whiteboard involved, a five year plan, or a colour coded spreadsheet. Part of me would love if that was my process.
But it’s not lol.
I am an existential being. I follow my authority, and only when I look back do I realise I was doing something strategic.
That’s always the way for me.
Strategy emerges organically. My conscious mind is usually the last to find out.
So this letter is me looking back. Over the last two years I have made a series of changes to my business, to its structure, its model, and what it centres on. At the time, each one felt like a standalone decision. In hindsight, they were all pointing in the same direction: preparing this work, and me, for 2027 and beyond.
I want to walk you through them, because I don’t think this is only relevant to me. If you are building something of your own, or rethinking how you earn, or feeling the ground move beneath the way you currently work, I suspect some of this will feel resonant for you too.
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