Decades in the making... 2020 bring it on.

It feels like yesterday when we welcomed in the new century. The 2000’s were here, and with it came optimism about the future, mixed with some uncertainty about what was over the next hill. Technology and scientific evolution were obviously going to be a vital component of the new century but with it came a host of unknowns to embrace, or not…

Two decades later, and here we are - 2020

When I look back over the past two decades, and average out what I spent most of my time on, I would have to say that the 2000’s were all about book smarts while the 2010’s were more about street smarts. Of course, there was a bit of both in each decade, but when I look back these were two distinct phases of my life. The book smarts decade was predominantly focused on formal education which drove a lot of my decision making and ambition. The street smarts decade manifested itself mainly in practical, on the job training while trying to add as much value as I could.

Both decades were pivotal and contributed in different ways to my own growth. I often get asked what is more important between book smarts and street smarts. I don’t think there is an easy answer to this because I believe that both are equally important, but it depends on the individual in terms of what the successful ratio looks like between the two. One thing I have come to realize in my own life, and by observing others, is when you get the balance right it becomes a 1+1 = 3 game.

So, what does this mean for the next decade? How can I take the last twenty years of life lessons and apply them to the 2020’s? How do I get the balance right between learning and doing? How do I continue to sharpen my functional skills needed for the future of work, while importantly developing my soft skills? I don’t have all the answers, and I am pretty sure I will have to figure things out as I go, but there are a few lessons and principles I have learned over the last twenty years that can hopefully act as a compass going forward.

Never stop learning

Just when you think you are done, you are not. The world continues to get more complicated all the time. Socrates famously said, “I know that I know nothing” while Einstein echoed similar sentiments in stating “the more I learn, the more I realize how much I don’t know”. The learning paradox is real and should be embraced not just by famous philosophers and scientists but by all of us. Sometimes this means formal education, sometimes this means taking on extended assignments at work, sometimes this may mean changing jobs or even industries and sometimes this may mean going backwards to go forwards. Learning opportunities are all around and present themselves in so many ways. My mindset has certainly shifted over the last few years in this space. I initially treated learning as a destination but, you can never reach that destination. We are perfectly inadequate, and through that inadequacy comes opportunity. Keep your mind open to learning and embrace the journey.

People drive the business, not the numbers

One of the most important lessons I have learned is in the power of people. In life, and in business, I fundamentally believe that people are the driving force behind the results and not the other way around. As I have grown and stepped into positions of more responsibility, the one constant has always been the importance of the team. Sitting on both sides of the fence, as a leader and as a member of a team, I have seen how functional and dysfunctional teams operate and the delta that exists within the business results. Sometimes causal, but often directly correlated to team performance and the enabling culture.

As a subset of the people equation, I think diversity can be a secret weapon, but is often underutilized or simply misunderstood. Diversity (across multiple spectrums) brings different experiences, pov’s, cultural backgrounds and schools of thought to the table. When diversity is mixed with inclusion and collaboration you have the trifecta. I have been so fortunate to work with people from all over the world. It has been a privilege to learn from, and grow with, individuals and teams that have a very different background than I do. It has not always been easy, in fact looking at things from a different perspective rarely are. When you are able to embrace the power of diversity, I believe it has the potential to truly transform teams, outcomes and business results consequently.

Ultimately, the team is always more important than the individual. This is sometimes overlooked in today’s media driven world where so much emphasis seems to be placed on the proverbial ‘rock stars’ of the team, company or industry. Their rise and fall from grace are often more newsworthy than that of the heavy lifting of the team behind the scenes. Going into 2020, I will continue to embrace the belief that the name on the front of the jersey is more important than the name at the back of the jersey.

Step out of your comfort zones

I think comfort zones can be dangerous because they embrace the status quo. Incremental change seems unlikely in the next decade, which means adaption is going to be key. Disruption will continue to be the name of the game, and if you not creating or embracing the disruption, chances are you are being swallowed up by it.

In a recent article on I wrote on comfort zones, I concluded with the provocation that growth happens at the edge of your comfort zone. The further away from the edge you go, the more painful it may be, but so too is the growth you will see. Comfort zones are there to be challenged, to be pushed and to be broken. It is not easy; believe me I know. I have always found that if it is something worth pursuing, the effort and sacrifice is often worth it.

Play the long game while balancing the short game

Over the past 10 years, I have often found myself sprinting. Deadlines, deliverables, campaign execution are all part of the deal. It goes without saying that ‘sprinting’ is often necessary in those crunch times and when the stakes are high. Looking back though, I can’t help but wonder if I was more reactive than proactive in some of these instances. Was my short game much stronger than my long game?

Going into the next decade, I want to make a conscious effort to be more deliberate in thinking through the long game. The long game is tough though. In today’s world of always on, instant gratification and more demanding consumers, we often fall into the short game trap – or at least I know I do.

This does not mean living in lala land and dreaming all day. This means been more intentional about thinking about the long-term approach while still delivering the short term. Jack Welch said it best “You’ve got to eat while you dream. You’ve got to deliver on short range commitments, while you develop a long-range strategy and vision and implement it. The success of doing both”. In the next decade, this balancing act will be key for me and certainly an area of focus.

Leadership is everything

There is so much that can be said about leadership. Think about the best leader you have had over the past decade and the reasons why you think they were a great leader. Leadership comes in many shapes and forms and could also come from the most unlikely sources. I have come to realize and respect that leadership is not about title. In fact, title should not be the de-facto criteria in what makes a good leader.

Recently the Springboks won the Rugby World Cup. On paper, this seemed highly unlikely given the track record of the team, among other lagging performance indicators as well. I think that a key factor in winning the world cup was due to the leadership dynamic in the team which elevated the Springboks performance to levels worthy of lifting the trophy.

Leadership is something we need to work on. It can be lonely as a leader, but it also has the power to transform individuals, teams and results. Leadership is the shift from individual contributor to directly, or indirectly, having a team you are responsible for. In the next decade, leadership self-development as an area of focus will be my number one priority. I hope to look back in ten years’ time and see tangible progress on this front.

Outlook, passion and purpose

My dad always told me that it’s your attitude, and not your aptitude, that will determine your altitude. At the time, it sounded like smart advice, but the profound insight behind the statement hadn’t fully sunk in. Now that I have a bit more emotional maturity and experience under the belt, I see exactly how deep this is.

Your outlook is so important in how you bring yourself to life and work every day. We all have challenges and struggles, but how we view the opportunities ahead can be fundamental to our success. Negative pessimism has a distinct look and feel and can often be felt far wider than you know. Optimism and good energy can pick you, and those around you, up. I found that I had the biggest impact when I looked at the glass half full versus half empty. I also found that I was more likely to think out the box, embrace the moon shots and try something new when my outlook was positive. I know that I can’t be a cheerleader all day, every day, but as I move into the next decade, I think that outlook is going to continue to be an important reminder for me about how I show up.

Outlook is also related to how passionate you feel about the work you are doing, and even how actualized it makes you feel. Work and life in general become so much better and far more meaningful when you are doing something you are passionate about or know how it connects to you bigger calling or purpose in life. I know I have been far more effective when I was passionate about what I was doing; this is when work and life merge closer together, and when the implications of ‘means to an end’ becomes a forgotten past. I know we can’t always be ‘picky’ with our jobs and careers, and sometimes we have no option but to work to live. I think it is important however that as the next decade approaches, we are true to ourselves and find a vocation and calling that you can truly get behind. This may not be an overnight plan, but don’t loose sight of what makes you happy and work towards that.

I haven’t quite figured out my purpose yet, but I know I am getting closer. My hope is that I can continue to do the things I love in the next decade and get even clearer on my own purpose. Self-actualization is a journey; it is about learning, failing, and getting up again - and it’s not always obvious.

Never underestimate the basics

Part of the rapid evolutionary culture we are living in is the need to continually ‘level up’. As things move, and we chase the new shiny objects, we forget about some of the foundations that were put in place to get there. Depending on the industry and function you find yourself in, I am sure that rapid evolution in new processes, products, route to market, and competitive set demand more than the basics.

I work in the marketing, and while there have been so many incredible developments across the full funnel, it seems we are always in a state of playing catch up. Many of these developments have been instrumental in how we connect with our consumers, develop new products, and build meaningful sustainable brands. Consumers are more demanding and have more options than ever before. This new landscape can be demanding for marketers, often leaving feelings of inadequacy in how we plan and execute. While there are many new ways to connect, build brand love, drive sales and increase revenue we should never forget that consumers are still human. The bar has certainly been raised but when we forget basics like segmentation, positioning, pricing, benefits, Porter’s five forces etc. we may end up inadvertently building shallow propositions. Whatever your industry or vocation, remember that the basics serve as foundations that need to be in place before moving onto the fancy footwork.

I am sure that the 2020’s are going to usher in even more change, at a considerably faster rate than before. Quantum computing, AI, green economy, new power sources, space travel and many other advances are forecast for the next decade. Sometimes it feels like the world is moving too fast to keep up with it. This is both frightening and exhilarating at the same time. There will be times to sprint but there will be times to slow down too. There will be times to level up but there will be times to stick to the basics. Disruption will be the name of the game; Leadership, passion and purpose will be more important than ever before.

The next decade has the potential to be huge across so many dimensions. Wealth creation & poverty alleviation, medical & scientific advances, gender & sexual orientation equality, renewable energy & green resources, companies with clearer purposes … the list is endless. We all have a seat at the table and the opportunity to contribute to the advancements of the next decade in our own small, or big way.

2020 – bring it!