Where Did The Time Go?
Time is a funny thing. Typically defined as the apparent progression of events from past to future, but for most of us it’s the most consistent inconsistency in our lives. When we’re bored it simply can’t pass fast enough, and when we’re focused, excited or in the thick of things we never have enough if it. The latter being a more common occurrence as we get older, and our lives become more complicated - something I was personally reminded of recently as I completed another year around the sun. Having only just come to grips with turning 40, all of a sudden 41 was staring me in the face. And the realisation that 50 was now closer than 31. You can imagine what happened next…Cue freak out, mini life audit, fighting off the early on set mid life crisis, wondering if it was too late to finally get that tattoo, and a lot of asking, “Where had all the time gone?”
As one of the core recipients of my time and energy, Sunny* became a focus of my observation; a two year journey that really doesn’t feel like two years, but also one I’ve gone rather quiet on sharing much about lately.
Now this is not going to be one of those “we’ve been so busy hence the silence” pieces. To be quite honest the silence has been intentional; a bit of a reaction to a world that had seemed to have lost the plot. War, corruption, violence, murder, climate crisis dominated my news headlines, and my social feeds seemed to be inundated with endless life flexes - which was making it difficult for me to feel like I had something to add to the conversation. I simply didn’t want to create noise when I felt we need less of it.
Time wasn’t an issue. My will was.
Then, a couple of things happened.
“It’s only noise if it doesn’t make people feel something.”
First, a stranger in a coffee shop asked me when I was going to write something again, because they enjoyed reading my posts. A good old fashioned ego stroke. Then, in conversation about what I was up to with a new creative acquaintance in Ireland that same day, he curiously asked me why I wasn’t sharing what I was busy with - because it was fun, interesting for people, and broke the monotony of the negative rhetoric overriding the media at the moment.
That evening when I checked my website analytics, I was surprised to see that despite my lack of activity, there was steady traffic to my site, and people from interesting places were engaging with my content. It made me realise that actually, it’s only noise if it doesn’t make people feel something.
So where has all the time gone this year? Well it’s been a ride. We’ve built global programmes and regional strategies for our brand partners, helped talented entrepreneurs build and scale their operations, helped conceptualise a novel insurtech and found ourselves in South Africa’s most recognised start up incubator, worked a miracle pulling off a live event in Nairobi, made some secret products (coming soon), and got to spend some quality time with one of our venture partners in Australia.
Plus I’m convinced that Palace and Calvin Klein copied our launch film.
Like I said, it’s been a ride. Good decisions. Bad decisions. Opening up. Letting go. Trying new things, making mistakes, and learning from them, hopefully. I’ve definitely said ‘yes’ too much and have realised the power that lies in saying ‘no’.
But most importantly every day I get to work and interact with smart, talented, good people. People who want to make the world a better place. People who want to learn. People who are bold and ambitious, but always human. In a world that often feels upside down, I am grateful that this is my career - and that’s something worth sharing.
So I’m going to break the hiatus, and try and be a bit more consistent. Over the next while I’ll be sharing more information about Sunny* and what we do, showcase of some of our projects, share opinions, obscurities and some products.
I’d love to hear what you think, get your feedback and input - if you’re willing to offer it. And if you want to get involved, or find our more about how we could work together, please get in touch, I’ll always make time for that.
Until then, let your time be defined by your feelings and conditions, not by your clock.
