As Kylie Jenner once brilliantly stated, “I think this year is really about, like, the year of realizing stuff.”

I have two things to say about that. First, I’m sorry I just quoted Kylie Jenner, but it will all make sense soon. Second, this is surprisingly applicable to my first month of 2019.

As I mentioned in my last post, we’re working on a lot of exciting marketing goals this year at LexBlog, and one month in, our team is working hard to make those goals a reality. It was through creating those goals that I began to start “realizing stuff” that really changed my perspective on marketing, creating objectives, and how those two fit together.

To explain, I’m going to give you a little behind-the-scenes tour of when I started to create my 2019 goals back in December 2018. On the day I sat down to map everything out for the new year, I had a long to-do list of things that I wanted the marketing team to check off in 2019. They were all well-needed improvements, and I was excited to start chipping away.

Once I jotted them down on paper, I began to fit them into tidy categories that would eventually become my clean, methodical 2019 goals with tight deadlines that I would display in a beautifully-organized presentation for the company. I had it all planned out.

Then I started realizing stuff.

“Why are these my goals?”

It may seem like a stupid question, especially after organizing that color-coordinated Excel sheet. But, really, I thought, why am I focusing on these things rather than something else that may be equally important?

My coworker suggested that I organize my goals differently, focusing on that “why?” question. Why is conference presence important for LexBlog? Why do we need to improve our current CRM strategy? Why is our publishing site priority in Q1?

It was difficult for me to answer some of these questions. And that’s when I realized some more stuff. My organized, detail-oriented style is seriously getting in the way of seeing the big picture.

Big picture thinking is important in marketing, so this scared me a bit. But it also helped me recognize that tendency in myself, which in turn allowed me to start asking the bigger questions that I may have ignored previously.

What does communication look like at LexBlog and where do we see problems? Where do I want it to be in five months, or even five years? What does branding mean for LexBlog, both now and in the past? What do conferences really mean for LexBlog’s relationships in the legal industry?

Getting past “how” and asking “why” is so important, not just for marketers, but for anyone in a leadership position. Think big before you get detailed. 

So, that being said, I hope you join 2016 Kylie Jenner and 2019 Caroline Hess in reframing your “how” as a “why.” May 2019 be the universal year of, like, realizing stuff.