If I look at things that have turned out well in my life (my marriage, some of my essays, my current career) the “design process” has been the same in each case. It has been what Christopher Alexander called an unfolding .1 Put simply:

• I paid attention to things I liked to do, and found ways to do more of that. I made it easy for interesting people

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I wish someone had said, go play. Trek a mountain just because you can. Prioritise your platonic relationships, go an extra mile for a friend. There is no finding time, only making it. In an era of self-created pressure of making all the right decisions, make the wrong ones. Navigate uncertainty without taking it personally.

When I restructured my marketing 4 years ago, I asked myself the following questions:

1. Which platforms or channels do I enjoy, or could I potentially enjoy?


2. Which platforms or channels are evergreen, and do not require me to be ‘on’ all the time?


3. Which platforms and channels allow me to schedule content?


4. On which platforms and channels can I use my str

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