21. Trees don't flower all the time. Why do you expect yourself to?

Hi friends,

Recently I’ve been coming back to the idea of seasonality.

Your capacity for things changes over time. It’s unrealistic to expect the same level of capacity all year round.

This might be more obvious when there are different seasons all year round, but in Singapore, we have two (or three?) seasons: hot, wet, and dry. Hot is a constant.

I think it’s a bit more difficult for places with consistent climates to relate to the idea of seasons.

It's like sitting in your house when everything is drawn 24/7 and not leaving for days on end. It’s easy to miss the subtle indicators of the passage of time.

But if you think about it, seasonality applies to everything.

In e-commerce, we prepare different campaigns and messaging depending on the time of year. As business owners, you might experience slower seasons with more time to breathe compared to more intense seasons.

Even our personal capacities shift over time. Whether it’s how creative we feel or how many things we can do, our energy shifts, our mood changes, and our ability to maintain output and focus ebbs and flows.

Like these trees I found in a park in Taiwan, a few meters apart. One was flowering, one was bare—the same time, same place. It's pretty symbolic, I feel!

Expect that your capacity shifts over time, and give yourself the grace to honor these shifts in your personal energy.

This is something that I’m still internalizing. I return from a relaxing holiday and expect myself to go back to 100% go-go-go mode the next day. I expect everything on my to-do list to be done on time every day, even though my energy sometimes varies.

If you’ve been in this position, I hope this acts as a gentle note to self - to be 10% kinder to yourself today 🙂

cool (marketing/writing-related) things I’ve been reading lately

• There is no AI revolution: Pretty long and detailed read on the economics of AI. I don’t deny AI is very useful, but I question how sustainable it is. Worth reading with an open mind

• The art of noticing: 3 writing practices. If human content is based off empathy, empathy begins with the art of noticing. I love this heart-filled exploration of paying attention and letting that enrich your content.

• SEO is the worst it's been, but it’s still your best marketing channel: SEO is changing - and Ryan Law breaks down this contradictory idea on Ahrefs. No, SEO is not dead, but how it fits in your marketing toolbox may shift. Adjust your expectations, but don’t give up on SEO. See also his perspective on differentiating educational content

• Check out With Content’s content ideation tool if you’re stuck to help you come up with quality content ideas. This is such a cool tool on two levels. First, it speaks to With Content’s audience’s challenges directly (content marketers coming up with solid content ideas that actually have business impact). Second, it’s useful and easy to access.

I’m opening two client slots for Q2!

Here’s how we can work together in 2025.

⭐ B2B SaaS product-led content: People look for solutions and information online. Why not position your product to illustrate a point and show why your product is the best at solving a problem? It attracts visitors and educates customers while motivating and guiding them to use your product. Talk about a win-win!

⭐ Customer case studies: Highlight how you’ve worked with a customer and celebrate their success! Case studies build trust with potential customers and show how your work has solved their issues. Attract customers like your ideal clients who want to solve a similar issue.

 ⭐ Whitepapers, research reports, and e-books: When paired with original data, sharp design, and excellent storytelling, these assets help start sales conversations and build industry authority (.i.e., backlinks!). Let me help you with these mammoth projects! In addition to interviewing experts and conducting research, I'll help with the outline, drafting, and publication.

 ⭐  Content repurposing: Don’t let the content you worked so hard to create collect digital dust after publishing. Repurpose your existing content to reach a new audience. For example, I’ve worked with clients to repurpose speaker recordings into blog posts and turn internal sales slides into e-books.

DM me, and let’s schedule a call to discuss your content! Let’s determine what types of content best suit your customers and craft a path forward together.

Thanks for reading and being here.