Should?

“Should” is an enemy of “Creativity”.

“We should raise our prices because economists say so.” Maybe? Or maybe not: maybe being sought after with a waiting list around the corner is part of your appeal.

“We should have more clients like other agencies.” Maybe? Or maybe not: maybe a handful of excellent relationships suits your team far better.

“We should use Slack because everyone else does.” Maybe? Or maybe not: maybe you have a way of doing things that suits your collaboration style better.

“We should use that new tool my peers are using.” Maybe? Or maybe not: maybe what you’ve mastered is better for your craft than the new-fangled thing.

“We should be doing more outbound, or inbound, or JVs.: Maybe? Or maybe not: maybe doubling down on what serves you and your customers is a better path.

Perhaps “Should” benefits from “Maybe” whenever it shows up in our vocabulary.

As “should” can be a fast-track to blending in with all the others, and “maybe” is an invitation to explore your unique curiosities.