F!*k me, it's been quite a year!

The annual dragging of our broken and tired bodies to the finish line is upon us.

For me, 2024 saw me stepping down from running an agency to refocus on what I truly love and where I can give and receive the most value. Going solo to launch Something Different, my own brand and marketing consultancy, meant I could put all my energy into helping clients achieve their business and marketing ambitions, better understand their customers, articulate their value, present themselves so they're seen as the best option (or one worth considering), and measure the right things along the way.

I've heard many a time:

"You picked a terrible time to leave a well-paid job to go it alone."

And it's true - many businesses are pulling back, muddling through, rather than bringing in outside help. This is understandable when money is tight. Getting it right the first time still matters, especially when budgets are tight.

So, have I done the right thing? I've asked myself that question a thousand times. However, given that NZ Marketing magazine's annual survey regularly highlights that strategy is what marketers want most help with, I find comfort. After all, strategy is my jam, and it's why I started Something Different. So, for most of those thousand times, my answer has been a resounding "yes".

Still, going solo brings the occasional moment of doubt. Here's what I've learned in these first 7 months:

1. Your network is extremely valuable, so nurture it. I'm not naturally great at this, but it's clear: the more you invest in your relationships, the more opportunities come your way.
2. Visibility matters. Walking into a room of strangers isn't my comfort zone, but getting out there and networking makes a big difference. I found that speaking at events works better for me.
3. You are the brand now. Without the umbrella of an established agency, it's all on you, which can be rather strange. Trust the expertise that got you here. Don't overexplain or overjustify your value - just deliver it.
4. Impostor syndrome happens, even after years of successfully doing. If you are now in a senior position or going solo after years of successful employment, you've obviously been kicking goals for years, so keep doing what you do. Remember that.
5. Quiet times can feel rather unsettling. After decades of being busy, a few slow weeks can hit hard, but they're temporary.
6. Some money in the bank helps ease stress during quieter times. When earning, save, as it's one less thing to stress over.
7. Not every proposal lands. Sometimes, you'll get ghosted or passed over. Going solo, it hits harder. Remember, no one makes every shot.
8. Working with good people is bloody marvellous. Especially if they want to do great things.
9. It's still fantastic to help clients succeed. Seeing others reach their objectives never gets old.

This year had its challenges. But I'm still learning and excited about what's ahead.

The break is almost upon us. Roll on 2025!