The love of the new

As my husband will tell you somewhat nervously, I love diving in to new projects. A bit like when I was young and wanted to be ‘an expert’ when I grew up, sometimes it’s more about how I do things than what I am doing that interests me.

Perhaps this obsession (distraction?) with the new is a bit dangerous to confess as post number two of a new blog; new projects are irresistibly enticing. I’m sure this is true for many people and the challenge is not in starting something but in finishing it. That will be the topic of future posts!

A wonderful book for people propelled by novelty, who like doing lots of things and feel like they end up as a ‘jack of all trades, master of none’ is Barbara Sher’s rhyming-titled book Refuse to Choose!: A Revolutionary Program for Doing Everything That You Love. She defines different styles of explorers, like the Double Agent, the Sybil and the High-Speed Indecisive. Some people want to arrive at a high level of expertise in their various interests, while others are happy to have a taster of each, or perhaps pick up one interest and then drop it forever – or circle around to it again years later.

If you love the new, how do you stick with what you are doing day in, day out? The new business cycle for a branding consultancy is almost by definition faster than for other types of creative agencies which can work on retainer, typical in PR. It’s easy to see that as a drawback: once you’re done with one client’s branding, you need to find and win over the next client.

I had never put this point of view together with the love of the new until the other day: branding is in fact perfect for people who love new things. Every new client provides fresh energy and a new puzzle to solve. You can work in the same discipline for years and keep getting new projects which are fresh every time.

In the comments below, let me know what charges you up. If it’s the love of the new, how do you keep going?

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