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The Road to 2022

It’s September and, at the risk of sounding cynical, that means that before we know it the holiday season is in full swing, and then BOOM! it’s 2022. Sorry to be a downer, but you know it’s true.

With that in mind, let’s think about some ways to make the remainder of 2021 better and the start of 2022 smoother.

Stay in Your Lane

One of the greatest compliments we have received from a client is, “Our work with you gave me the power to say ‘No.’”  Sounds delicious, doesn’t it? But from where does this superpower come? It comes from knowing, embracing, and nurturing the aspects of your work with the greatest relevance and the fewest providers.

Declaring what that is has many benefits. For example, you get to focus on those aspects and, as a result, you will do them better. Plus, your message becomes much clearer because you’re only talking about what matters most. Less is more, after all.

Join Up 

Later this month, I’m speaking at the Nonprofit Changemakers conference. Their theme this year is “Better Together,” and I love it! We could all use the reminder that we don’t have to go it alone—especially if we’re now saying “No.” more often.

Both official and unofficial arrangements can check off the “join up” box. Once you decide what you shouldn’t do because other aspects of your work are more important or better suited for your skill sets, look around for people or organizations who take it over. If you’re doing them a favor through the transfer, explore ways they can help you in return. If they’re doing you a favor, look for ways to return it.


I’m a big fan of saying, “We can do anything. We just can’t do everything.” That is always easier said than done, but there are ways to make deciding what you can do easier. For the remainder of the year, think about your current and future work in the context of what will have the most significant impact with the least amount of effort. Here’s a 2×2 that might help you:


For 2022, think about what will have the most significant impact. It’s time to start scheduling that work, delegating its management, and mapping out its milestones.


This article was originally published here.

Douglas Spencer

Douglas Spencer is founder and president of Spencer Brenneman and an independent consultant with the 2GO Advisory Group. Douglas is a brand strategist who helps mission-driven organizations reframe their focus and remaster their messaging to thrive in any environment. He has more than 30 years of branding and marketing experience, working with professionals from around the world in verticals such as financial and professional services, high tech, higher education, healthcare, and not-for-profits. He has worked with professionals from around the world in verticals such as financial and professional services, healthcare, biotech, media, and nonprofit. Before starting Spencer Brenneman he was most recently Vice President, Global Head of Brand Management for Thomson Reuters, a leading provider of intelligent information with offices in more than 100 countries worldwide. In that role, he guided the migration of the multiple Thomson and Reuters businesses to form the new Thomson Reuters brand which consistently ranked within the top 50 of Interbrand's Best Global Brands survey. Douglas is also the author of Do They Care, a book that shows business leaders how they can create meaningful connections with customers, employees, and others. He is a frequent speaker on how strong brands improve business performance through strategic alignment, employee engagement, brand governance, verbal and visual identities and more.

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