Can I be arsed to begin again?

Is the question I've been asking myself since Christmas. And, if you can remember how long ago Christmas was...... well, it's been that long it's nearly next fucking Christmas already.

I started writing this newsletter last year and if I'm honest it was with the wrong motivations. Firstly I wanted a vehicle for self promotion - most of my consultancy work demands that I constantly pimp myself out on social media so that you don't forget who I am and hire me for the odd place brand consultation.

I am also utterly addicted to praise. Sickeningly so.

I'll spend five hours crafting a newsletter and if some plonker that I don't know from Adam says "great job Geoff :)" my dopamine levels go off the Richter scale.

Over Christmas, among the turkey sandwiches, cold beers and endless games of Monopoly I became disillusioned with the whole LinkedIn grindstone.

What can I possibly write that will have meaning in the world? Will people think I've just AI'd a load of crap together anyway?

But, there was a nagging feeling that I couldn't just begin something, write six editions and walk away. Why did I begin in the first place, and if it was that pointless why write six?

The truth is, I enjoy writing. It just took me to stop for long enough to realise I'm doing this for me, not you, and that's enough.

Solving for self.

I was once a client of Sophie Doyle's when she ran a PR account team in Perth. Later down the track I followed her amazing journey as she started Alf The Label and watched as it became the first parenting brand invited to showcase at New York Fashion Week.

Sophie, just like many other successful founders, started by solving a problem that she faced. Becoming a parent for the first time she struggled to find a bag that met the demands of carrying parenting essentials while retaining the uncompromising style she refused to give up.

After much searching Sophie decided that what she wanted didn't exist and created something just for her.

Quickly catching the attention of other parents she decided that this could become a business and launched Alf The Label from her kitchen table in 2016, naming the business after her grandfather who had been a leatherworker after the second world war.

The brand has grown and has offices in Sydney, NYC and of course at home in Perth, offering a wide range of bags and accessories crafted for parents in search of style.

They also run the Alf Exchange giving customers the opportunity to donate bags that are repurposed for Australian women entering the workforce, in exchange for a voucher off of their next purchase.

I've loved watching Sophie's journey with Alf and how it shows the power of solving a problem that you have, because it often turns out that it is one that's shared by many others too.

Check out Alf The Label here

Do something different.

No not a career change.

Just take the time to try something new. A hobby or a challenge.

Not only will it (possibly) be fun, it will undoubtedly help with your everyday job for these science-y reasons.

1. Neuroplasticity: Building New Neural Connections

Learning something new stimulates neuroplasticity, which is the brain’s ability to form and reorganise synaptic connections. When you take on a new challenge, your brain creates fresh pathways, making you more adaptable, creative, and resilient. This flexibility can help you approach work problems from different angles and find innovative solutions.

2. Cognitive Flexibility: Thinking Outside the Box

Engaging in new activities enhances cognitive flexibility, which is your brain’s capacity to switch between different tasks, concepts, or perspectives. A new hobby, like learning an instrument or a language forces your brain to operate in unfamiliar ways, improving your ability to adapt and think creatively in your day-to-day work.

3. Dopamine Boost: Enhancing Motivation and Focus

The brain releases dopamine when you achieve something new, even something small. This “feel-good” neurotransmitter is linked to motivation, focus, and pleasure. Regularly experiencing these small wins in a hobby can boost your overall drive and concentration at work.

Or, you could write a newsletter, that'll really f*ck with your brain.

Laters people x