The words pictured above weren’t my 2011 “three words,” those were C.C. Chapman’s, co-author of the bestselling Content Rules. Mine were actually these (and while you’re at it, don’t forget to watch this). Sadly, I couldn’t track down a suitable screenshot of my PROJECT, RESOLUTE, and LEGACY to replace CC’s so this will have to do.
I’ve finally decided what 2012’s Three Words are to be – after a month and a bit of deliberation – so I thought I’d unspool them today during The Downtime. I’ll return to these at least twice more during final week of December, before “the Bris” as it were on January 1st, but in the meantime allow me to explain why I chose these particular three and why I’ll be gunning hard for these during the third year of the second decade of the third millennium, aka “2012.”
Enough with the suspense already. Here they are:
- KIN.
- HONE.
- MITIGATE.
KIN: I realize last year when I devised the term “LEGACY,” that I didn’t articulate the depth of what I wanted to convey with mere “legacy.” What ended up emerging instead – something which I adhered to solidly for all of 2011 – was a conscious policy of engaging myself in activities which followed a professional course of action I could be proud of several years into the future.
The aim was to involve myself in activities which delivered outcomes I could share with my descendants and eventual inheritors. Things I could be mega-proud of. Things which those who would follow me would be able to look up to and be proud of as well.
What I neglected to include mention of, alas, with “legacy” was how I intended to fulfill all of this for my own family. That I wanted a legacy intact not only for those who would follow me – anyone, really, who would be interested in my life and in chronicling my biography (because it’s going to happen) – but for members of my own family who would would be interested in knowing the minute and very interesting details of my daily life and what I experienced in these days in these times. I wanted to leave a living legacy of things (which include the full complement of online techniques) for my kin, in particular. I didn’t name it properly. This was only an allusion.
Hence, two additions for twenty-twelve. Oh yes. Oh yes. Oh yes.
First, I’ve decided to repurpose the term and actually name it” “kin.” I realize in retrospect that this is what I’d actually intended more than twelve months ago.
Second, I’ll have a much clearer scope this year on who the mother of my children will be (she already knows). I want to have a family, and I will be zeroing in on this with unbelievably deliberate, meaningful steps. The ball is already in safely motion. I just wanted to call attention out to this here formally, for all to read and know. So haters, 2012 is the end of the line for you on my back. All of your monkeys will be off my back as of January. ;-)
HONE:
Again, this forms an even clearer definition of the “resolute” theme from the year which will soon be ending.
Resolute was more in the way of being decisive about stuff. Having clear ideas about next steps and refusing to equivocate for any reason whatsoever. Refusing to second-guess myself. At once, committing to a decision, and moving boldly ahead with it, rarely worrying (for there is still a smidge of doubt in every decision you make – it’s healthy) about whether short-term pain would ensue from an unconventional decision. Because at the end of the day the correctness of the bold decision would be properly vindicated. If I didn’t see this with my own eyes, I’d think it was a bunch of bunk, but it ain’t.
Listen, “hone” goes beyond that.
Hone is being a Gladwell-ian maven at certain things I know on a corpuscular level. Hone means being goshdarn expert at my craft, being able to convey ideas to people in an inspirational way. Being Jobs-like. Being brilliant. It means knowing my material so , it’s fucking hot. So cold, that I can chant these things off in my slumber. So perfectly, goshdarn it, that there is no doubt in my mind when posed the question that the answer I supply comes from life experience, copious study, and the validation from industry peers who have experienced the benefits of me having applied my knowledge to their particular scenario. Fandom, by any other name.
“Hone” means I will be deeply investigating areas I merely sunk chops into these past several months. Breaking the skin, but not sucking the blood, as it were.
“Hone” also means I not only want to know them on a general level, but as instinctively as breathing or taking a morning pee.
Look, it’s coming, and many more sleepless nights will be required. Many more agonizing sessions of literally cramming the details into my noodle and pushing myself beyond physical limits to achieve that distinctive level of mastery I crave, one for which I am and have been ready for. A sacrifice I’m willing to make.
When I emerge at the end of that gauntlet, I shall be that much equipped to assist my clients and colleagues in a way I wasn’t a mere twelve months ago. Mark me.
MITIGATE:
However, in this tremendous thrusting, penetrating desire to want to lock down on all aspects of my skills and personal life, I don’t want this to become too extreme. I’d not like to reside in the rarefied air of the ivory tower, neither in the soot-infested depths of the street life (that place where you gain “street cred”).
My aim is for there for be a balance. I’d like for there to be a middle ground. A state of beinoniyut. as it were. A state I think all of us should strive for.
“Mitigate” for 2012 is intended to signify this desire not to get too caught up in the potential radicalism of the above two sentiments. To eschew “blinkered” thinking which lands such revolutionary protagonists on the world stage into a Venus fly trap of trouble to find a kinder, nicer, and safer means of expressing one’s sentiments and pronouncements.
“Mitigate” also means I’d like to serve as the calm voice of reason in potentially hairy, contentious situations. I’d like to protect the flank and help people avoid landing their unsuspecting keysters into trouble.
I’d like to become a sounding board for clients, colleagues, friends, and loved ones, to offer up the benefit of the almost four decades of experience, listening more than I speak, acting more like Edward James Olmos’ “Castillo,” something I’ve been doing consciously and consistently over the past two years, to be scaled up markedly for oh-twelve, oh yes, oh yes, oh yes, it’s coming.
Mitigate will demonstrate to people that radicalism isn’t the way forward. That extreme thinking of any kind – be it professional or personal – is a surefire way to fall into the abyss of inflexibility.
We must always strive to keep to the center line. We must always keep it so ‘effing real.
Today’s post was intended merely as an introduction to my three words. More to come in the next week as we approach The Bris on January 1st.
Keep it locked and loaded.
Adam Daniel Mezei, PMD | Producer of Marketing and Distribution
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