My 92-year-old uncle-in-law always busts my chops about not lifting enough.
He lifts three days a week and rides his bike three days a week and is pretty much miracle of nature. Except it’s not nature. It’s discipline.
After spending time with him over the holidays, I finally added some real weight to my workouts.
Because even though I’ve been riding my bike more than usual this winter, I’d hit a plateau. I tried riding my way out of it, but no matter how much more I rode, I still got tired on the same hills and sluggish in the same places.
So I added lifting and core work to my routine. And, like magic, I’m off the plateau.
And that got me thinking.
Life is a series of plateaus. And growth doesn’t happen by doing more of the same thing. You grow by expanding. Eventually you’ll hit another plateau. And you’ll have to expand again.
You know, that’s how brands grow too.
We focus in on the things that work really well and we grow, but eventually we reach a plateau. Now what?
A plateau is the point that forces you to do something different and expand your thinking.
You might add more video or a new channel.
Hone your POV.
You might decide to stop competing with everyone else and carve out your own path.
Maybe you expand beyond your core and reach new audiences.
Whatever it is, growth doesn’t come from repeating yourself. It comes from expanding on what’s gotten you this far.
And, expanding also brings new life into your work, into your organization, and into your brand. People can feel that energy.
You can follow trends or copy other brands. But that’s not going to move you off that plateau. If you want to grow on your terms, it’s time to expand.
Alright, I’m going to go get my expansion on.
We’ll see you out there.
Robb