Ever seen 7m x 5m of odd socks?
I buy socks in bulk and usually the same variety as it’s easier for matching.
But despite best efforts odd socks are still very much a thing.
I have a box of “sock pairs” kids can dip into as needed - and alongside that, a running “odd sock box” for socks not able to be matched as pairs.
I used to play the “sock matching game” with my younger kids occasionally but now they’re older, they’re wiser and not at all interested.
Then this week my kind nanny took it upon herself to take the “odd socks basket” to her place and sort them out.
She just sent me this picture of her garage floor.
I wouldn’t ask for someone to do this. Even for pay.
But this little thing saves me and my kids so much mental energy in the morning when it comes time to "put on your socks" as we are getting them out the door for school.
Not to mention the occasional tantrum and stress because matching socks can't be found.
And this is like a lot of people's marketing and business development effort.
It's like a box of odd socks.
There's no "systems thinking" around it.
Very few processes.
The things that make your life easier.
And I get it.
The system that worked 12 months ago, or even 6 months ago is unlikely to work today, given the shifts that have happened globally.
And that has caused a lot of people to throw spaghetti at the wall again, trying to figure out what works.
And as a result, they're neglecting the basics, which might take them 1-2 hours a week, which if done consistently over time will absolutely bring in leads and turn them into clients.
Instead, they spend valuable time going down different rabbit holes trying to figure out the new rules of the game.
I wrote a blog post week before last about this - and the sock incident I experienced this week reminded me of it. (link in the comments)
When it's your business or brand, sometimes it's hard to see what is that "one thing" you could do right now, on repeat, that will make the biggest difference to your marketing effectiveness, or personal brand expansion.
The actions that are the most leveraged, for commercial return.
Of course, there are always LOTS of things you could do.
Just solving the odd socks problem makes a huge difference to the emotional climate of mornings in the home!
My expertise, being a mum of five kids who has run a business alongside that for over 20 years, is being able to cut through and identify the most highly leveraged business development actions.
And I share my system and the process behind that in this blog post.
So if you're feeling a bit overwhelmed or frustrated around your approach to marketing, sales and trying to attract clients in an increasingly cluttered and noisy marketplace, this will be a soothing and comforting read.
Enjoy it.
And I'll take my kids to their myriad of sporting activities in full confidence that the socks are now paired and ready for action.
(Nina Christian is a marketing mentor and strategist)
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