Bring It, 2017


How can you make 2017 the year of your brand? Here are a few ideas.


I don’t mean this in the pucker up way. I mean to keep it simple. Keep everything simple in 2017. Make the same breakfast every day until you want to spit it out. (I’m doing plain oatmeal, no milk, for the record.) Only buy clothes that pair beautifully with everything else in your wardrobe. Get rid of anything that doesn’t inspire you, like Marie Kondo would. And, this is most important, make your brand simple for the average Joe who comes across you. I’ve said it a thousand times and I’ll say it again: If you can’t tell me who you are and why I should care in one sentence, then your brand needs help. I streamlined everything in 2016: my wardrobe, my packing list, my meals, everything, and it made a huge difference for me mentally and emotionally. 

Set goals.

No, scratch that. Set goals that you can actually achieve in one year and then do them. Despite the joy it would bring me to scribble this on a piece of paper, I’m not going to set the goal of selling one million books in 2017. If it happens, amazing. But chances are, it won’t. Instead, I’m going to set the goal of having one thousand members of my soon-to-be online community (more on that later). Since my community will have a February launch date, that gives me 11 solid months (344 days) of recruiting those members by the year’s end. If I recruit just five members every single day from launch, then I’ll achieve my goal by August. So get out that calculator and figure out a way to achieve one goal that requires a manageable daily swing. It’s not as hard as it looks. 

Keep your friends close. Keep your contractors closer.

In 2016 I learned how to delegate. You might think, “But Phil, you do everything!” Correction: I did do everything, up until this year when I hit my limit, decided to stop being a control freak, and started trusting people to do things for me so I didn’t have a breakdown. You might be the face of your brand, but that doesn’t mean you should do it all. In You have to let others chip in. If you’re so-so on writing, but you know it needs to be done for your brand, ask someone who’s good with a pen to step in. If you want to play creative director for your upcoming shoot, don’t; instead let your photographer take charge. Having people outside of your brand take over certain responsibilities will ultimately make your brand stronger. You’ll either end up with a better outcome in the end (we aren’t all developers, after all), or you’ll get an understanding of what you don’t like and know not to do that next time. It was a tough pill for me to swallow at first, but if I didn’t delegate, my business would not be growing the way it is now. 

A new year means a new opportunity to put your best foot forward.

Bring it, 2017. I’m ready for you.

Phil Pallen