I’ve never done a podcast in my life. But I do run.

So when someone recommended I listen to a business podcast series, I thought I’d give it a go on my next run. Or how a routine 3 mile run turned into an epiphany.

After 20mins I was podcast hooked. I found myself chuckling during the run, contemplating my options. I wanted/needed to hear more. So instead of completing my routine run in 10mins, I decided to turn around. That would buy me another 20 minutes of podcast fun.

Well, I sure got more than I bargained for. While listening to phrases like “one out of three business will not succeed, be the weirdo” I found myself actually lost on a route I routinely run on a weekly basis. I could run it blindfolded, just not the other way around.

And then it dawned on me. Instead of always looking forward, why not look backwards?

A lot of companies have grown so much over the last years. Or they haven’t and they stabilized. Whilst focusing on maintaining or growing their business, they forgot all about the efforts it took them to get there. Because when the time is right to start addressing old, exisiting or new prospects again, how do you go about? What is your success formula?

Do wat your momma said: retrace your steps. What was your initial goal when you started the company? What was your mission tagline, your elevator pitch? What were you selling and where did you want to be in 3-5-10 years? And are you? If yes, what got you there? If not, how come and do you care?

Up is not the only way to go (sorry Pixar!). And this definitely holds true when it comes to your company brand and communication.

Retrace your steps, you’ll discover items along the road you may have neglected in the past, but are now easy to revisit and make the most of. (who here has a newsletter that runs as smoothly as it should?) You needn't necessarily reinvent your communication reel. Find a professional to help you assess the past and present situation. They’ll find the right tone of voice and channel that will work for you at this particular point in time.

I always look to the right when I’m running. As I got "lost" on my run, I came accross a wild mulberry bush to my other right. New perspective is gained by daring to reiterate.

Be weird. Stay weird. Give the podcast a go.

Taken from a token youth favourite movie - The Craft.