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An annual assessment of my professional and personal journey.
Catharsis.
That's the best word to describe why I write this blog annually. In fact, this is the tenth time I've written some variation of this mini-tome. If you've read any (or, heaven forbid, all) of the earlier versions, you know I use this blog to pause and reflect on the year that's drawing to an end. I have an unquenchable thirst to better understand who I am as an entrepreneur, businessman, partner, mentor, husband, father, and friend as I strive to become the best version of myself.
While I love to write, publicly touting my victories and sharing my struggles doesn't come easy for me. So, this begs the question, "Why be so open with these things?" I do it because I pride myself on being authentic in everything that I do. In other words, I am the same person whether speaking in front of a large group of people, recording a podcast, working with clients, hosting people at a Promocations event, or sitting at a bar with a friend over a quiet drink. Even so, intentionally opening the vein of complete transparency, candor, and honesty – which allows anyone who reads this to judge the metaphorical blood that will flow out of this blog – terrifies me, and that's precisely why I do it.
I've long felt that confronting fear allows us to either stand up and push past it or cower away from it. I choose the former. So, with that little preamble as the foundation of this blog, let's get into it.
Professionally, where was I this time last year?
At the end of 2023, brandivate was doing better than ever, and it felt that the organization was gaining real traction. The project-based work that defined the company's first few years was evened out by adding more retainer-based clients, which, in turn, reduced volatility and strengthened the bottom line. As 2024 began, I felt very bullish on the year as the framework to scale the company was finally in place, and the client base was as healthy as ever.
Looking at Promocations, we had three events in 2023: two very successful cruises and one fun PromoQue. As my partner (Josh Robbins) and I headed into 2024, we made the decision to focus on one event in the year with the idea of having two events in 2025, including our first land-based event. We even held our first Promocations "reunion" at the PPAI Expo in Las Vegas, and it was fun to see the merry band of misfits that has become one hell of a community.
Did I accomplish my goals for 2024 – why or why not?
Goals I accomplished
Take the time necessary to create the type of healthy meals I need to make to remain healthy every day – given my health scare in 2023 (you can read about that here), this was a priority. I'm proud as hell to say I absolutely nailed it. When I look back at the way I used to eat, it's no wonder I often felt like absolute shit. By cutting out 95% of sugar and processed foods, I feel better than I have since I was an undergrad at Texas A&M.
Move my body intentionally five days a week – This is similar to the one above in that it was necessary and required a ton of discipline. It started out with walking around the neighborhood just to get the blood pumping. Then I walked as fast as I could, expanding the walk to about 3 miles. By the end of 2024, I am now running (I'm just as shocked as you are) 70% of the time I exercise. When I skip a day here and there, I actually miss it.
Add 15 new brandivate clients – Got this one on the nose by adding exactly 15 new clients. I knew this would be a stretch, but I did cross that finish line right before Christmas.
Sell out all Promocations events in 2024 – Well, we intentionally had one event, but we did sell it out. Let's count that as a win – a big one.
Mentor two people in the industry – This has always been part of giving back, and I'm always glad to have reached this goal.
Goals I didn't accomplish
Take off one day every month for the entire year – looking back, I would likely file this in the "maybe" category of goal accomplishment. While I didn't take the one day off per month as outlined, I was able to take a full three weeks off this past summer as we vacationed in the Mediterranean. But rules are rules, so this is filed under "did not accomplish."
Get brandivate to a consistent monthly run rate of $30,000.00 by December 31, 2024 – of all the goals I outlined last year, I knew this one would be the most difficult. Without getting specific, it was close. Even so, we were much closer to accomplishing this goal than in previous years.
What are my motivations, and how have they changed in the past year?
With everything that happened to me in December of 2023, the concept of "the past year" has taken on an entirely new meaning. Last year, I wrote about how I was finally able to focus on my "why" to better understand why I do what I do and how that translates into brandivate client deliverables as well as the overall experience for Promocations attendees. My why is simple: I truly live and love to serve others. With that being said, here are my motivations as we head into 2025:
Provide for my family
Financially – that's the obvious one.
Emotionally – as Sandy's mom gets older, things become more challenging. At the same time, Drew and Mitch are about to graduate from their respective colleges, and I want to ensure I'm emotionally supporting them as they undergo massive changes. It's essential that I'm there for everyone.
Open Communication – With so many changes we will navigate this year, we will focus on open and honest communication.
Create work that matters for brandivate clients that helps them achieve their goals.
Scale brandivate to ensure that the growth model I have in place continues to work.
Deliver game-changing networking events via Promocations.
Continually give back to an industry that has given me more than I could ever deserve.
What do I need to do more of in 2025?
Last year, this was a challenging section for me to write as I had to admit – both to myself and anyone reading – that I failed at every single thing I wanted to do more of. In 2024, I did much better, but that doesn't mean there isn't room for improvement.
First, I need to continue being a bit selfish and taking time that's just for me. I made great strides in doing this in 2024, but sitting here on December 27, 2024, I can tell you it wasn't enough. In August, I implemented my "NTNO" strategy, which stands for "non-time and no one." I define this as the time from 5:30 AM (kids will destroy your ability to sleep in) and 8:00 AM every day. That time is precious to me as it's 100% mine. I use it to work out, enjoy a quiet cup of coffee, read, goof around on the internet, or do something that is truly just for me. That time recharges me, sparks my creativity, and resets my mind before tackling the day ahead. That time is my time, whether during the work week or weekend, and I need to continually respect NTNO.
Second, I need to say "no" a bit more often. This is something I continually work on as I'm wired to immediately say "yes." However, at times, that "yes to everything" strategy has inched me close to burnout, and that doesn't only impact me negatively, it also tends to affect the people in my immediate space. This past year, I said no to a few things that, in the past, I would've said yes to. Even so, I did say yes to a few things I know now absolutely should have been a hard no. In 2025, I need to pause a bit before committing.
Third, I need to be more present during my downtime. I've been better since stopping the continual work email notifications off my phone, but I've still got some work ahead of me. With so much technology and constant "noise," it takes effort and intent to be present, and the people who love and care about me deserve my full attention far more than whatever I'm looking at on my phone screen. In 2025, I will be better about leaving my phone in other rooms during meals and making sure that I use it for my convenience as opposed to the convenience of others.
Finally, I need to build on the amazing relationships I've been able to foster with my now 22-year-old twin boys. They both have girlfriends now, will be graduating college in 2025, and truly begin the next phase of their lives. For their entire lives, they have lived on our schedule and timeline. In 2025, I expect that to shift, and as hard as it might be to believe, I'm looking forward to it.
What do I need to do less of in 2025?
I've come to terms with the fact that I'm not for everyone and that there are some who, regardless of the reason, don't like me. While I may have a gruff, "I don't really care what anyone says or does" attitude, the hard truth is that I allow myself to be stung deeply by people. As Sandy often tells me, deep down, I'm a big softie. Whether it's something derogatory someone says about me, the intentional exclusion to an event, or even those who privately cheer me on while denigrating me when I'm not around, thinking it won't get back to me, I tend to allow those things to hurt me far deeper than I would care to admit. I'll brush it off with a joke or, as mentioned above, the facade of a gruff exterior to deflect it, but it usually eats me up inside. In 2025, I need to do much less of that and realize that I can't control how people act towards me. Instead, all I can do is be the best person I can be and stop letting those people live rent-free in my head.
What am I grateful for in 2024?
There is much to be grateful for in 2024. Let's start with the professional stuff:
I'm grateful for my Promocations business partner, Josh Robbins. He's almost 15 years younger than me but decades wiser in many respects. He's also loyal and generous beyond measurement. A lot of people don't realize it, but when I had a crazy dream to start brandivate at the height of the pandemic in 2020, Josh was the one who financially helped make that a reality. What we have built together in Promocations continues to astound us; we both needed each other to make it a reality. Josh is a lot more than a degenerate badge-slinging Browns fan; he's one of the best people I know. It's an honor to call him both partner and friend.
Without Kirby Hasseman, there wouldn't be a Promo UPFront Podcast. Beyond that, Kirby always lends a willing ear when I need someone to speak with about projects, wild ideas, or even something that's completely unrelated to the promotional products industry. I'm so profoundly thankful for his friendship.
I'm beyond thankful for clients that have turned into friends. I don't dread Zoom meetings because it's like having a quick bite with a trusted confidante. I'm sure it happens in other industries, but, at least to me, this is what makes the promotional products industry so damn unique.
I'm profoundly grateful for the people who read what I write, listen to me pontificate on podcasts, show up to hear me speak at an event, or simply express support for my vision for brandivate, Promocations, and the industry at large. I've said it before, but it bears repeating: while I have an ego, it's like everyone else's: fragile. The kind words, messages, and texts mean a lot when you put candid thoughts for others to judge. So, from the bottom of my heart, thank you.
I'm grateful that, as of this morning (December 27, 2024), I signed a lease for an office space for brandivate. Looking back on the 4 ½ year (so far) brandivate journey, it's hard for me to believe I'm at a place where it's not only viable to do this but also necessary. I'd be remiss if I didn't share that it is both exhilarating and terrifying at the same time. The bottom line is that it's time for brandivate to grow up a little bit.
On the personal side of things, it's been an outstanding year. After the past few, I think it was due:
I can't believe Drew and Mitch are 22 and, one year from now, will both be college graduates. While I could be trite and (correctly) tell you I'm thankful that they will soon be off the company dole, I'll focus on the less obvious things: while they are twins and, as such, share many qualities and traits, they are unique and loving in their own individual ways. It's been a joy becoming friends with my own kids.
I'm eternally grateful for my bride of 30 years, Sandy. She's supportive and encouraging, and she believes in me regardless of what I do – and that's not an easy task, trust me. I'm not sure what I have done to deserve that type of support, but I'm profoundly thankful for it.
I'm thankful that I might be the leanest and healthiest I've ever been. To be clear, it's been the result of a ridiculous amount of hard work and discipline, but it's been beyond worth it.
I'm indescribably grateful for friends and extended family that go deeper than simply the support they give me; they love and accept me for who I am despite the many times I've disappointed them and myself. More than anything, I treasure the enduring relationships I have with.
How did I serve others in 2024?
As I mentioned last year, I feel it's my responsibility to the industry to give back and to serve. That being said, I scaled back a bit and focused on two things: the Promotional Products Education Foundation as Vice Chair, Marketing – a role I'll reprise in 2025 and being a mentor through PromoKitchen. By narrowing the focus, I could give more of myself and, at least I hope, make more of an impact to each organization.
I've also come to accept that the content I create is giving back to the promotional products industry. Sharing thoughts on sales, marketing, branding, or even professional/personal struggles on this blog or a podcast without asking for anything truly serves others. By continuing to produce consistent content, I hope that it helps others in some small way. If not, too bad. I couldn't stop creating content if I tried – it's just part of who I am as a marketing professional. In other words, whether you like, love, or loathe the content I share every week, it will continue in 2025.
What are my goals for 2025?
My objective with my annual goals is to make them as targeted, specific, and measurable as possible. The following goals are on the board for 2025:
Continue the time necessary to create the healthy meals I need to make to remain healthy every day.
Run six days a week with a minimum of 3 miles per session
Sign up, train, and run a 5k. Baby steps, folks. Baby steps.
Take off 6 Mondays – just because.
Scale brandivate by making an intentional new hire
Mentor two people in the industry
Sell out all Promocations Events in 2025
Am I who I want to be?
This is the one question I wish I had never included in this blog. However, I despise it a little less this year, and I'll explain why. For years (at least since the pandemic), my health was slowly but steadily declining to the point where I was in the ICU in December 2023. That was my wake-up call, and I made the changes that needed to be made and haven't looked back. As a result, I'm off almost every medication I required at the beginning of this journey (just a daily pill now), am much more relaxed, and feel better than I have in decades. So, in that respect, I am much closer to who I aspire to be.
That being said, just like everyone else, I'm a work in progress – one that's shaped by the many battle scars I've earned through 55 years on the planet. While I don't think I will ever be the best version of myself, I am a much better version of myself than I was in 2024. For me, 2024 was a transformative year, both personally and professionally. I aim to build on that to make 2025 my best year yet.
Every year when I write this, it takes far more time than I anticipate. This year, I wrote this blog in about seven hours over five days. So, why do I put myself through this torture when it would be far easier to watch Carry-On on Netflix? I do it because when I finally complete this blog and post it, I feel thoroughly cleansed from the previous year and ready to embrace the new one. Writing has always given me solace, and this blog is no different. I share it because being so raw, candid, and vulnerable might encourage someone else to pause to reflect on where they are at in their life journey. That may not happen at all. The bottom line is that this is the only blog I intentionally write every year for an audience of one: me. If it helps or inspires others, that's fantastic. However, this one is really for me.
I wish each and every one of you the best 2025 has to offer you and your families!
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