From 10 to 100: How Principles Shaped a Year of Growth

A year ago, we started building the brand partnerships domain almost from scratch. Presenting the full-year results and Q1 ‘25 expectations to management wasn’t just a review of outcomes—it was an opportunity to reflect on the principles that shaped our progress and journey

It wasn't smooth sailing, but a smooth sea never made a skilled sailor, so i wanted to share with you some of the most important principles that guided us this year:

1. Over-communicate: I cannot emphasise this enough: communication is the cornerstone of effective collaboration, especially when working with cross-functional teams. You will never know everything your colleagues know—but that’s the beauty of teamwork.

Speak openly about challenges, share your ideas freely, and document them transparently. You might be surprised how often someone from another team can pick up your idea or challenge and provide an innovative solution. Over-communication isn’t just about keeping others informed—it’s about creating opportunities for collaboration and problem-solving.

2. Assume the Best in Others: While building or scaling a new domain, it’s inevitable that ideas may not always be articulated in ways that feel clear or positive at first. In these moments, assuming the best in others becomes essential.

Start with the belief that your colleagues are working toward the same goals, even if their communication style or approach differs from your own. Don’t be afraid to ask more questions; seeking clarity and understanding their perspective can uncover valuable insights and develop stronger connections.

When you assume positive intent, you create an environment where collaboration thrives, misunderstandings are minimised, and trust is strengthened. It’s a mindset that not only builds relationships but also empowers teams to solve challenges together.

3. Educate: The more a domain scales, the more attention it attracts—it’s a natural progression. With increased visibility comes the need to ensure everyone understands the vision, goals, and processes behind the work and how they align with the company’s goals. Educating others becomes crucial—not only for fostering alignment but also for building trust, driving engagement, and securing support when challenges arise.

Whether it’s onboarding new stakeholders, clarifying objectives for cross-functional teams, or updating external partners, consistent education ensures everyone is on the same page. This shared understanding grows collaboration, strengthens relationships, and empowers others to contribute meaningfully to the domain.

4. Course Correct: It’s not comfortable—and it doesn’t come naturally—to kill an idea you fought for just two months ago. But being able to recognize when something isn’t working and pivot is essential for progress.

Course correction isn’t about failure; it’s about ensuring that efforts remain focused on what truly matters. Sometimes, letting go of an idea opens the door to better solutions that align more closely with the bigger picture.

💡These principles were our guiding compass over the past year, and they will continue to shape our journey as we move forward into 2025 and beyond. What principles have guided your progress this year? I’d love to hear your reflections!

#Collaboration #StrategicThinking #BrandPartnerships #ScalingSuccess