About

Imagine you are standing still. How far can you jump? A metre?
A metre and a half? Mind you, the world record, which has stood since 1904, is 2.71 metres. 

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Now, let's take a couple of steps back. In fact, go back by 20. What do you reckon now? You must be feeling a lot more optimistic now. Mike Powell covered 8.95 metres in 1991 to set the current world record in the long jump.

 

This space to act of stepping back makes a world of difference. While biomechanically, you're winding up your body like an arrow on a bow, there's something even crucial happening in your mind. When taking those steps back, you're taking a long view of where you want to be, aligning every muscle fibre with your mind -- ready to spring. 

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Leveraging the power of starting from a couple of
yards back

 

As creatives and content professionals, who are ultimately responsible for the clicks, engagement and conversion, our task could feel like a standing jump -- even a standing box jump at times. That's why before getting into the campaign details or the tactical objectives, I like to take a few steps back and understand the business problem.

 

What is the long view of the business, where does it want to be and what's stopping it from getting there? Understanding these builds my perspective and aligns me with the strategy advice, the mediums we will leverage, and the assets to create. Occasionally, it inspires an approach different to what the brief suggests -- instead of a script, the need could be a DM, or it might deserve a more extensive campaign than an email outreach. 

 

I go back to the business problem for each brief to understand how it will add to the bigger picture. Like the athlete at the start of his runup, this long view helps me synchronise every content piece I create and prepare for that giant leap.       

 

The long jumper's approach to content builds a greater sense of ownership and better partnerships, and deliver exceptional results. It's how I've worked throughout my career. 

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Take a look at my CV.