Be Willing to Prove It.

The Jim Bridger billboard, as seen roadside in Salt Lake City.

A few months ago, I started noticing billboards around town with a photo of a guy who looked kind of like Davy Crockett and a message: “Jim Bridger discovered the Great Salt Lake.“ I didn’t think much of it.

But I kept seeing them — you can’t drive five minutes in town without seeing a billboard with Jim Bridger’s face on it.

So then I got curious: Who was spending all this money to promote an explorer who died almost 150 years ago?

Turns out: It’s actually an experiment in proving that advertising works.

There’s a company, Reagan Outdoor Advertising, that owns all these billboards. They had a challenge: How do you prove the ROI, or return on investment, on a billboard to an advertiser?

So they came up with their own experiment.

They told the Salt Lake Tribune that they surveyed locals about Jim Bridger before the billboards went up, and they’ll do so after the campaign is over. Then they’ll have data to share, showing that locals went from knowing nothing about Bridger before to knowing at least a little bit about him after. A lot of locals are going to say, “Yeah, isn’t he the guy who discovered the Great Salt Lake?“

And then they’ll make the pitch to local businesses: If these billboards could have that kind of impact about a previously-anonymous 19th century explorer, then they could surely have similar impact for a modern brand.

It’s a great reminder: If you’re going to make the claim, you need the data and the story to prove it first. And if you don’t have the data, well: You might need to get creative to dig it up.

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I took that photo of the Jim Bridger billboard in Salt Lake. It’s the same billboard everywhere — same copy, same yellow background, same drawing of Bridger.

Little Stuff Matters, Too.

My son loves going to Costco, and for a funny reason: He loves the checkout process.

At Costco, you get your receipt from the cashier and then hand it to an employee at the exit. They look at the items on the receipt and then cross-reference it with what’s in your cart.

But when you’ve got a toddler with you, the Costco employee will also turn the receipt over, draw a smiley face on the back, and hand it to your child.

My son absolutely loves the smiley face drawings. When we go to other grocery stores, he always wants to know: “Can they draw a happy face for me?”

When it comes to serving your audience, it’s not always about the big things. The little things matter, too.

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I took that photo on a recent trip to Costco.

Give Yourself Time to Think.

A white flag is visible in the distance, as are the mountains of Park City, as I stand over a yellow ball in the fairway.

I played my first round of golf of the season today, and I did the thing I always like to do early in the season: Instead of taking a golf cart, I walked.

There’s the exercise component of it — walking the course, particularly up here in the mountains, requires real effort. (Today’s round: 5.5 miles of walking, and the equivalent of 22 floors of elevation change.)

But there’s another reason: It gives me time to think.

When I drive a cart, I’m always rushing on to the next shot. But when I walk, I’ve got time to consider what just happened. I think about adjustments I need to make, and go through the next shot. Before I even get over the ball, I’ve already talked myself through what I need to do.

I try to do the same thing with my work, too. Sometimes, it feels like I’m in such a rush from one call to the next, one from project to another. I don’t even give myself time to think.

And that’s where it helps to block off a few hours on the calendar to take a step back. Whenever the weather cooperates, I try to get outside for a little walk by myself, or get on the phone to talk with a friend about what I’m going through. And I love doing quarterly reviews to evaluate what’s working and what isn’t.

You can’t just rush onto the next thing. You need to give yourself time to think.

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I took that photo on the back nine at Mountain Dell Golf Course, in Salt Lake City. On the long walk up that hill, I had a realization about my swing — and played the final seven holes just four shots over par. (For me, that’s about as good as it gets!)

Are You Still Curious?

I’ve been running Inbox Collective for almost eight years. Before that, I spent seven years in email roles at the New Yorker and BuzzFeed. Spending 15 combined years in a single space — certainly one as niche as email — is an awfully long time.

A friend asked me the other day: Do I think I’ll work in this space forever?

I told them: I’ll keep doing this as long as I stay curious about it.

Something I love about my job is that I keep learning new things. Clients challenge me every week with questions I don’t know the answer to. I still love finding the right answers.

But I imagine that one day, the curiosity won’t be there. (It would be easy to get complacent and lean on answers that worked a decade ago — even if they don’t work anymore.) And when that happens, that’ll be the sign that it’s time to move on.

Until then, as long as I stay curious, I’m excited to keep working in a space I really love.

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That’s a photo of me taken back in 2017 at an email conference in Brisbane, Australia. Tough to believe that I’ve worked nearly a decade in this space since that photo was taken!

Get a New Game Plan.

A person draws a series of wireframes using a pen and paper.

The kiddo’s been going through some sleep issues lately. It’s been tough — for him, of course, but also for us. We usually put him down around 7 or 7:30, and then we get some time at the end of the day for ourselves: To read, to watch something on TV, to clean up, to make lunches for the next day. A few hours to reset really matters.

But with the sleep issues, it’s been harder. Instead of a quick bedtime, it’s been stretched to a period of sometimes a couple of hours at the end of the night. I find myself getting mad at him for not going down, even though I know it’s not his fault.

So we’re asking for help and hiring a sleep consultant to help us figure out what to do.

The hard part with a situation like this is: I have no game plan right now. We’ve long had a great routine at bedtime, but it’s not working anymore. We need someone to help us put together a new strategy.

When I have a game plan, I feel empowered. Every night isn’t perfect, but I know how and why things work. All of us, from time to time, need a new structure to get everything back on track.

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That photo of a person drawing a wireframe comes via Kelly Sikkema and Unsplash.

You Still Have to Put in the Work.

I have been doing the consulting thing since 2019. I have done more calls, more audits, more interviews, than I ever could have imagined. Sometimes, I think that I’ve done so much of this work that I’ve seen it all — that there’s nothing left to learn.

Every time I start to think that, I stumble onto a new problem, a new challenge, or a new opportunity, and I realize I don’t know how to do this just yet. No matter how far I go with Inbox Collective, there is always more work to put in, new things to learn, and lots to be curious about.

Sometimes, people ask me if I think I’ll do this job forever. I doubt it. One day, I’m sure I’ll find that I’m not interested anymore in putting in that work, asking that extra question, or trying to learn that new thing. That’ll be the sign that it’s time.

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That photo of three men washing windows in Singapore comes via a photographer named Victor and Unsplash. It doesn’t have much to do with this post. I just liked the photo.

Perspective is Everything.

A week ago, something pretty remarkable happened in the golf world that, if you’re not a die-hard golf fan, you almost certainly missed.

Shane Lowry, a former major winner, led the Cognizant Classic by three strokes with three holes to play on Sunday. And then, on back-to-back holes, he hit shots into the water. He went from being a near-certain tournament winner to finishing second.

A few days later, I was listening to “The Tony Kornheiser Podcast,” when Steve Sands, a golf commentator, told this story about chatting with Lowry after the tournament:

He told me a cute story on Tuesday. He said, “We’re headed home, we’re getting to the house, and everybody realizes how upset Dad is and how upset I am. Nobody’s saying anything, and my 9-year-old daughter looks at me and says, ‘Daddy, what’s wrong with second?’”

When we get lost in the details of our work, sometimes we need an outside voice to reset things. We need someone to ask us: “Why does this really matter?” An outside perspective can reset things when you get too inside your own world.

As for Lowry: Yes, it was a tough way to lose the tournament. But he still won $726,400 for finishing in second place.

To which I’d say: There doesn’t seem to be much wrong with that.

Make It As Hard As You Want To.

I was driving home last weekend, through Emigration Canyon. On a weekend, there are tons of cyclists and runners on that road — people literally biking and running up a mountain. It’s impressive to see.

But then I saw something I’d never seen before: Two men, on unicycles, riding up the mountain.

Going up that road — it involves more than 1,000 feet of elevation change — is hard enough on a bike or on two feet. But on a unicycle?

And so I got home and went to YouTube, and there were all sorts of videos of people doing even more incredible things on unicycles there. They’re doing on two wheels what I wouldn’t dare do on one.

It was a reminder for me: You get to decide what challenges you take on. And with those challenges, you get to decide if you want to do things on easy mode or hard mode.

What’s right for someone else isn’t what right for you.

(And heck, I know mountain unicycling isn’t right for me!)

Embrace the Imperfection.

Brandi stands center stage underneath the spotlight, behind her red lights and her face projected on a giant screen inside a red ring.

There are days when I’m really excited about the future of AI, and days when I get a little scared about the possibility that AI’s going to take over everything.

But on Tuesday, I went into Salt Lake to see Brandi Carlile play. She did this thing in the middle of the show where she asked the crowd for requests. I thought they might have been plants, but no: She’s been doing it at every show.

And seeing something like that — the crowd screaming out their favorite songs; the artists trying to figure out, in real time, what guitars they needed to play and what key the song was in — was such an amazing thing. I loved seeing Brandi try to pick out a fan in a crowd of thousands, hoping that she actually remembered the song this fan wanted her to sing. I loved the band talking through, on a hot mic, how they wanted to handle these songs acoustic — who’d play what part, how they’d play the intro or the ending.

AI can be a bit of a know-it-all. Ask it for the idea chicken dish or a strategy to sell widgets, and it’ll spit out an answer in seconds. It’s often right, too.

But there’s something special — something so human — about seeing something happen in real time. Watching Brandi and her band on stage reminded me that some of my favorite moments are the ones that aren’t quite perfect. They’re messy, they’re unexpected, they sometimes go wrong.

I don’t think AI will ever be able to make moments like that.

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I took that photo from way in the upper deck at Delta Center.

Figure Out Your Vacation Work Strategy.

A laptop is open with a to-do list, while the Atlantic Ocean sits in the background.

When I first started Inbox Collective, I tried taking vacation the way I had when I had a traditional 9-to-5. I turned on the out-of-office reply, closed the laptop, and ignored emails until I got back.

I returned from vacation to a pile of unread emails and tasks. I spent days trying to catch up.

What I learned was that at my 9-to-5, there were other people who could pick up the slack and answer questions while I was on vacation. But now I was my own boss. It was just me — if I didn’t reply, no one did.

So now I take a little time, every day, to deal with tasks. Urgent stuff gets handled that day — not as fast as it would if I was at work, but usually done within 24 hours. Less urgent stuff gets tackled when I have the time. Some stuff gets put off until I’m back at my desk — no big deal.

But by spending an hour or two every day on work, I make sure I don’t come back to that big pile of tasks.

Is that strategy for everyone? Absolutely not. Some people like doing a little work on vacation. Some people would rather throw their laptop in the ocean than answer an email while OOO.

The only important thing is to figure out what works for you.

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I took that photo of my laptop a few years while on vacation in Florida.