Consistency is key, they say.
The perceived wisdom around engaging with people suggest posting at similar times, posting on a regular schedule, using a structure, standarding a format. The same is said for brand consistency in communications, which builds over time, over years.
People come to expect your newsletter or content or commentary or ideas or podcast episode at the same time every day, every week, every month. People expect to see you behave in the same way.
Much of this has been driven by the algorithm, and a need to be ‘visible’ - if we don’t, our ability to stay front of mind declines rapidly - rather than the idea of a ‘creative practise’, a committment to ourselves and our work, to create - whether we feel motivated or not, whether we feel inspired or not.
Yet neuroscience also shows us that habit and expected behavious have the opposite effect - when we get used to things, we get comfortable, our attention towards it declines. Inattentional blindness.
For some behaviours, this might be positive - exercise, for example, it becomes easier to get up, get out, and get active, if its just part of your daily routine - and you physically benefit from it. But if you’re following routine for creative practise, ones ability to see, spot, observe, digest - can too become blunted.
That’s why the 9-5 fails so often. The idea that you’re going to creative between certain hours is almost laughable. Forced uncomfortableness is where serendipity and creativity flourishes. Working in a new location. Walking a different route. Writing in a different way.
I believe it’s partially why self-employment works so well in many contexts - because you’re _not_ feeling comfortable, because you’re in a new unknown situation, you’re attentive, you’re alert, your brain experiences eustress. A little healthy adrenaline.
It might not be sustainable though. Constantly feeling on-edge, on-high-alert, on full-attention - it can be exhausting. Such is the endless juggle of working independently. But when routines dull the senses - it can be worth exploring how to actively mix things up.
Perhaps inconsistency is just as worthwhile.
Bring a piece of work, thinking, provocation or inspiration and share with your fellow community members. Max ten minutes to share what you wish.
It’s a lovely opportunity to talk a little bit about something you’re proud of, or just get to know your fellows.
If you’re keen to take part - email me, and I’ll send you all the details, but if you’d like to come along and listen, register here.
Michael Hastings-Black is founder of AskMHB, a stategy an innovation studio working with brands such as Apple, Nike and Spotify, but the reason I love Michael is for his interview series “Spin That Bottle”, a handful of left-field questions, designed to prompt reflection and interesting answers - a delightful break from the otherwise increasingly AI-slop of LinkedIn. We asked Michael five questions of our own.
Spin That Bottle is an interview series with 99 possible questions.
Each interviewee gets 9, selected by a random data sort.
I came up with the idea on a long airplane ride.
After spending too much time on LinkedIn, I felt numb from the endless parade of posts about AI and ‘The State of XYZ’.
And I had a hunch that other people might feel the same way.
A quote that’s stuck with me over the years is “One of the things that sucks about being a grown-up is that nobody asks about your favorite dinosaur anymore.”
So with that as inspiration, I began writing questions, picked a name that harkened back to less serious times and was off to the races.
Thankfully I had friends who liked the idea and were game to play.
Till now, I’d never heard of ’36 questions to fall in love’.
But if this gets folks to like me, I’ll take it ;)
Rather than a singular question, what’s been most interesting is how people interpret and answer in ways that I never considered when writing the questions.
2 things:
People are keen to talk about & read about something slightly outside of our LinkedIn industry norms.
People are being honest and vulnerable with their answers.
Everyone expresses it differently, be it their tone or word count, but there’s always real texture. I have a hunch if I were asking these questions 10 years ago, responses would be more polished and rosy.
I’m list maker, so of course there are many more at the ready.
Not yet sure when I’ll refresh the 99.
That said, 3 future questions are:
If you were a ghost, what would you do today?
On which TV show would you want to be an extra?
If you could borrow someone's voice, whose would it be?
Oh yes, I’ve answered them all myself.
In my head, not yet out loud.
Once I’ve done 99 interviews, I’ll take a spin and post my own answers.
It would be great fun if we asked and answered these amongst ourselves more broadly in daily life. As I’m writing this answer, I’ve realized that I haven’t proactively done this in casual conversation. So that’s now something to do :)
Thanks to Michael for answering our handful of questions - you can follow him on LinkedIn, where you’ll find the Spin That Bottle series.
» A lot has been written about this recent data from the FT on core values and behaviours. I like this take from on the failure of conscientiousness.
» The Pudding are consistently producing informative and entertaining visual essays. As a die-hard onion lover - this made me smile.
» Went down a rabbit hole exploring Japanese publisher Magazine House, after this IG reel, and them stumbled upon The People’s Graphic Design Archive
» I’m off to watch Kpop Demon Hunters (not for the first time) in the cinema this weekend, and had been reading a little around the phenomenon - stumbled across this take on what impact Kpop is having beyond billboard sales.
» Ruby Ktori’s thought that love has to co-exist with hate for things to win on the internet is itching my brain this week over in Working Theories.
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That’s all for this week.
mk✌️
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