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Zooming out for clarity–in life and in marketing

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It’s not often that we zoom out on our lives.

I’ve been thinking about what really matters this past week ever since I heard Dr. Denis Surkov, chief of the neonatal unit, at Dnipropetrovsk Oblast Children’s Clinical Hospital, interviewed on The Daily. He had the opportunity to leave Ukraine with his family last week and chose to stay. He says:

“My main question for myself is if I made a very big mistake not to move from Ukraine when I had the opportunity…I can ask you. Do you want to wake up in the morning and understand you should go forever? Can you make such a decision in 10 minutes? To bring just a bit of water, just a bit of food, documents and just a bit of clothes and go outside your home forever? Can you make such a decision? Just imagine.”

No, Dr. Surkov, I can’t imagine.

Nor can imagine moving NICU babies to bomb shelters as you did this week.

But I can imagine moments where I’ve gained clarity about what’s important in my life. Both in times of despair and in times of joy.

And sometimes, I have the opportunity to zoom out and take stock intentionally.

This week was one of those opportunities.

But I nearly missed it.

I nearly missed an important business opportunity to join a mastermind of powerhouse women entrepreneurs because it felt like too much.

Too much travel after a week in Israel.

Too much time to leave my family. Again.

Too much work I’d need to make up.

Too many client meetings I’d need to push off.

Too much money.

Thanks to a friend, who reminded me that sometimes you put your business first even when it feels hard, I signed up at the last minute.

It ended up being SO much.

So much wisdom.

So much encouragement.

So much camaraderie.

So much growth.

So much sun.

Zooming out on life, literally, in a hot air balloon
Zooming out on life, literally, in a hot air balloon.

A few days (and years) from now, I won’t remember the struggle to make time for a 3-day mastermind retreat in Arizona. What I’ll remember is all that I gained.

We rarely regret choosing what’s important over urgent.

It’s a lesson that serves us well in marketing, when it’s easy to get caught up in the urgency without ever take a step back to make sure we’re intentional about our content and strategy.

I know I’ve fallen prey to the churn of content creation without enough thoughtful planning. And I know my coaching clients have as well.

John Bonini said it best this week in a LinkedIn post:

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As for Dr. Surkov and every other Ukrainian whose life and country is at stake right now, the struggle is that the urgent IS the important. The rest of us are left to show our support in any way we know how.

Here are a few ways we can help Ukrainians from abroad:

Doctors Without Borders/Médecins Sans Frontières (MSF) is working to set up emergency response activities in the country and dispatching teams to nearby ones. In the Ukrainian city of Mariupol, MSF teams have distributed medical kits to treat war-wounded people. They also provided a telemedicine training for trauma care for 30 surgeons from eastern Ukraine.

The Red Cross and Red Crescent of Ukraine is in urgent need of donations for helping the injured.

Razom is providing critical medical supplies and amplifying the voices of Ukrainians. The current emergency response is focused on purchasing medical supplies for critical situations like blood loss and other tactical medicine items. They have a large procurement team of volunteers that tracks down and purchases supplies and a logistics team that gets them to Ukraine. Emergency gifts support CARE’s Ukraine Crisis Fund to reach 4 million with immediate aid and recovery, food, water, hygiene kits, psychosocial support, and cash assistance — prioritizing women and girls, families, and the elderly.

To help Ukraine militarily, the National Bank of Ukraine has a special fund set up. Instructions for donations are here; the bank has streamlined the process and you can now use any credit or debit card along with Google Pay.

If you have others to recommend, please let me know.

Praying for Ukraine. And all of us,


Sparking your interest

“Once you visualize the human life span, it becomes clear that so many parts of life we think of as ‘countless’ are in fact quite countable.” And once you begin counting, you have the power to change the equation. It’s a quick read and totally worth it.

  • While I’ll be processing this past week’s entrepreneur retreat for days, one quote from our group leader and powerhouse female entrepreneur, Talia Mashiach, is spot on for every challenging decision we make in business and in life:

“I can only do the best I can in the circumstances I’m in.”

  • March marks Women’s History Month, and this female entrepreneur is here for it! Women-owned businesses grew 5x the national average between 2007 and 2016. No doubt this number has grown in the pandemic. Women now own 38% of all businesses in the U.S. I’m proud to be among them, as well as on a board of a local group to support other women entrepreneurs.

Sparks of Marketing podcast

On this week’s episode of the podcast, I interviewed Kym Tolson on DIY billing for your private practice. Kym says billing doesn’t have to be so hard. And doing it right can mean making more money and staying compliant.