Make it stop

At first I didn't know it had begun. How could I, I was only young. A schoolboy packing his schoolbag, and then unpacking it to check he had packed his calculator. Then repacking it, and then unpacking it again, in case it had fallen out while he was checking it the first time.

Or getting to the bus stop only to have the thought whether he'd locked the front door. Sometimes just having enough time to run back and check, and sometimes not, and having to ponder on it for the first hours of school.

Fairly harmless, fairly normal.

Obsessive Compulsive thoughts are mostly normal ones, what makes them different is once they start you can find it very hard to make them stop.

If you've ever said "Oh My God, I'm like so OCD today", trying running a national marketing team strategy day while your brain is running a monologue in the background as to whether you might have contracted a rare disease on the train that morning.

Or mourning the hours you lost staring vacantly across the playground while your kids are living their brightest, best, cutest lives right in front of you. While you're there and a million miles away at the same time.

Now tell me you're "like so OCD".....

Outside of my immediate family I've never once spoken about my OCD, but now I've begun I'll keep going.

Over the years it has spiralled uncontrollably, and calmed to the point of non-existence. It's caused unimaginable pain and granted me gifts of empathy and creativity that I couldn't have achieved without it.

And, I'm glad to say that with a lot of work, I've understood it and created a formula that works for me, which has allowed me to control a thing that has had a grip on me since I was a child.

We don't always choose the things that start within us, we can't always make them stop, but with time and the resilience that we all have within us we can always find a way forward.

Making Frends

Starting strong is hard work. Cashflow is often tight and you'll do anything to win work and get some runs on the board.

But, is that the best way to start?

We all know that taking any job can undermine what you want to build, sacrificing your long term vision and undervaluing your services.

When I first contacted Frend, it was to ask them if they would take on a photoshoot for a client of mine, giving them a quick brief on email.

Politely they declined.

Paraphrasing here, but they said "thank you so much for thinking of us but we're focusing on creating a name for ourselves in lifestyle, fashion and hospitality, here's a Frend of ours that you could consider.....".

"Wow", I thought, "they are going to go somewhere". And, since then I've seen them create incredible brands within the verticals they wanted to target - working with Puma, Foot Locker and Dominos.

And, they've launched their own eponymous apparel brand which is as cool as they are.

This is the way to start a brand. So focused and such a tight strategy that there is NO confusion as to who they are and who they want to work with.

If you're in fashion, lifestyle and hospitality you'll want to google them now. If you're not, don't bother, they don't want you even if you really, really want them.

Stay strong

There's a lot of TikTok stoicism out there, but what are the main principles that help us to stay on the right path once we've begun something new?

True Stoicism, rooted in the teachings of ancient philosophers such as Zeno of Citium, Epictetus, Seneca, and Marcus Aurelius, is a philosophy focused on living a virtuous and meaningful life by aligning one’s will with nature and reason. It's a framework for developing inner peace, resilience, and moral integrity through the cultivation of wisdom, courage, self-control, and justice. Its core principles are -

1. Focus on What You Can Control: Stoicism emphasises the distinction between what is within our control and what is not. Peace is found in accepting and not being disturbed by what lies outside our power.

2. Living in Accordance with Nature: This principle means understanding the natural order of the universe and living in harmony with it, including recognising our role as rational, social beings who thrive through cooperation and virtue.

3. Virtue as the Highest Good: For Stoics, the ultimate goal is eudaimonia—flourishing or living well—which is achieved through the consistent practice of virtues:

? Wisdom: The ability to make sound decisions and discern what is true and just.

? Courage: Facing adversity and challenges with strength and resolve.

? Justice: Treating others fairly and honouring societal obligations.

? Self-Control: Mastery over desires and emotions.

4. Emotional Resilience: While Stoics acknowledge emotions, they strive to regulate destructive passions like fear, anger, and envy through rational thinking. This does not mean suppressing feelings but transforming their impact by maintaining a rational perspective.

5. Memento Mori: A reflection on mortality reminds individuals to focus on the present, live purposefully, and appreciate life’s impermanence.

6. Amor Fati: The Stoic attitude of loving one’s fate involves embracing all events, good or bad, as necessary components of life’s unfolding. This mindset fosters acceptance and gratitude.

7. Daily Practice and Reflection: Stoicism is not theoretical but practical. Stoics advocate for daily habits such as journaling, meditating on virtues, and reflecting on one’s actions to improve continually.

True Stoicism is not about suppressing feelings or being detached in an unemotional sense but about cultivating a rational, virtuous life in the face of life’s inevitable challenges. It promotes active engagement with the world while maintaining inner tranquillity and integrity.

You can't always stop what you didn't start. If you do begin, make sure you start how you mean to go on, and whatever you do, keep going.

Cheers for reading.

Geoff x