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Writer's picturePhil

A case for mending.


I’m often asked what “Flickinger” translates to. The surname derives from the Middle High German word "vlicken," meaning "to patch.” My ancestors were menders.


Tailoring is glamorous; mending is not. Most strategists would prefer to craft a bespoke plan, vs. fix a broken one. But the reality is, opportunities to create from scratch are incredibly rare. Opportunities to mend are plentiful. They can be meaningful, too.


Countless strategies were shattered by a global pandemic. With an uncertain road ahead and a year of disruption behind, there’s a temptation to toss old strategies and start anew. Don’t do it. Your brand didn’t lose; everybody’s did. Your world isn’t different; everybody’s is.


Start by re-examining your pre-pandemic plans. Get fresh eyes on old data. Re-read old emails. Re-engage colleagues you haven’t seen in person in forever. Identify the holes that need patched, the cracks that need repaired. Then set about mending your strategies.


It’s not about getting back to business as usual; it’s about revisiting confident, informed decisions that were made before the world fell apart. The end product will likely look different and feel leaner, but it has the potential to be stronger & more beautiful than ever.

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