The other day I was following my daughter down a corkscrewy trail that ended with a little wall ride.
She rolled through it no problem, so at the last minute, I decided to hit it too.
It didn’t go so great. I ended up dragging myself behind my bike for a sec—just long enough for her to turn around, laugh, and say, “Dad, you were all weird and wobbly. You know how to ride that. You just didn’t focus.”
She was right. I do know how to ride that. I just got in my head, overthought it, and forgot to trust the fundamentals.
And honestly? That feels like a pretty good analogy for where a lot of businesses are right now.
Things are weird and wobbly out there. The economy’s uncertain, consumer behavior is continually shifting, and it feels like everyone’s waiting for someone else to make the first move.
So… what do you do when things get weird?
You go back to the fundamentals.
I’ve got three things for you because in weird and wobbly moments like this, these fundamentals aren’t just nice to haves—they’re your edge.
1. Clarity
Clarity makes it easier for people to say yes—especially when they’re overwhelmed by choices, noise, or anxiety.
This means:
- Double down on articulating what you do, simply.
- Help people engage without friction.
- And make it easy to feel good about choosing you.
If your brand is trying to be everything to everyone right now, it’s probably coming across as foggy. But when you communicate clearly—about what you offer, what you value, and what people can count on—you become the steady wheel in a pack full of wobbles.
2. Character
Character is what earns trust when everything else feels uncertain.
It’s not just about how your brand looks—it’s about how your brand behaves.
Now’s the time to show consistency, empathy, and a bit of backbone. Be the kind of brand that people feel good about engaging with—even when their wallets are a bit tighter.
Whether that means sticking to your values, continuing to take care of employees, or just showing up in a human way, character builds loyalty that lasts longer than any campaign.
3. Community
Community is more than a buzzword—it’s the connective tissue that helps your brand stay grounded.
Your community is more than your consumers or influencers. It’s your employees, your partners, and maybe even your competition.
You don’t necessarily need to build a movement. But if you can create even a small sense of belonging within your community, you’re doing something powerful.
These are the things that resonate—especially when the world feels weird and wobbly.
Now’s not the time to sit still. It’s the time to double down on the fundamentals that make you meaningful, and memorable, and worth coming back to.
Alright, all this talk about fundamentals makes me think I should go and work on some my own.