What to do when your industry feels chaotic

Hello Reader,

“What should I be doing if my industry feels completely chaotic right now?”

I’ve been asked this, or a variation of it, over and over again this year. It makes total sense why it keeps coming up. Uncertainty is a trap—it’s often far more exhausting than dealing with known, certain “bad stuff.”

When the ground is shifting, my advice is admittedly very unexciting: Focus on the foundations, and keep your eyes on your own work.

When I say focus on the foundations, I’m talking about the essential, clarifying elements within your sphere of authority.

Specifically:

• Own your methodology: Make sure you have a documented framework or point of view that is uniquely yours.
• Clarify the core: Clearly define your specific audience, your values, and the exact results you facilitate—then weave that identity into everything you do.
• Sharpen the message: Get crystal clear on what you stand for and why it matters right now.
• Play the long game: Lean into sustainable, long-term strategies and their supporting tactics, rather than chasing flash-in-the-pan trends.

As for keeping your eyes on your own work? I mean that literally.

One of the biggest mistakes we all make when uncertainty hits is looking around at everyone else. We watch our peers and competitors, trying to figure out what they’re doing and wondering if we should be copying them.

It is a massive waste of time, energy, and mental bandwidth.

We don’t know the real story of what’s going on behind the scenes, and it ultimately doesn’t matter.

Know your plan, trust your data, and follow your execution strategy—and stop worrying about everyone else’s playbook. There’s a very good chance they’re just copying the person next to them anyway, so looking to them won't help you.

Listen, sometimes I wish I had more glamorous advice to give. Suggesting a “seven-step marketing funnel with two order bumps” sounds super fancy, and we love complex solutions when we're facing complex problems. But it's rarely the right solution.

When the external environment gets complicated, stripping away the noise and doubling down on simplicity will do more for your business than you imagine.

Onward & upward,

Sarah

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