I was on a call with a client a few weeks ago, and they told me they wanted to build the best possible email strategy in 2024.
“That’s great,” I told them. “But I don’t want you to be thinking about what’s best. I want you to be thinking about what’s next.”
Thinking “best” can lead to magical thinking, to dreaming of blue sky situations where you’ve got all the budget and resources you need. It can lead to planning for a day that may not come.
Instead, take a look at what you’re doing right now and ask yourself: What’s the next thing we can do to make our newsletter strategy better?
It might be a small step, and that’s OK. Some of the best newsletters out there were built thanks to a lot of small steps forward.
The next step may not be perfect. It may just be… what’s next.
———
I took that photo, more than 15 years ago, while walking the Camino de Santiago in Spain.