Because of a new project, I was reading an article about writing an artist statement. The advice was familiar. The tips to say it in fewer words and to avoid language that is ubiquitous in those circles (insider-speak), resonated with how I coach entrepreneurs and people in innovation with how they describe their work.
With the spring equinox this week, my theme of lightness this year is evolving to include adaptability: Being disruptive can be lightened by being adaptable. Everything I’m working on right now has a measure of adaptability to it as I help people be implicitly relevant to the external issues that shape decision-making at any given moment. There isn’t a sector that hasn’t been touched by political change over the past few months so it would be incredible if people weren’t updating how they position their work, their solutions and their content.
It’s been great to hear the feedback from writing about my theme of lightness for the year, and to learn that it means something different for everyone. To me, lightness matters now because it’s helping me listen better, to be inclusive of other voices without pre-judging their validity and to see emerging patterns. It makes for content marketing that’s more relevant and adaptable to where people are going, which is more important than where they have been or are now.
Everything is in a state of constant change. We probably all have an idea of how our work in innovation is more relevant than ever, and can see where we should be pointing our messaging in three easy steps:
Spring is the season where cultures and religions everywhere celebrate the promise of growth and renewal. And helping inspiring innovators move ahead by making their work meaningful to the people they’re trying to reach gives me an exciting view into the future.
Brenda van Ginkel
Every great brand that's making a difference to people or the planet deserves to stand out and be noticed. I write about creative direction and brand strategy for entrepreneurs and those supporting them, packaging concepts with messaging for growth and audience engagement in a crowded, noisy digital space.