In marketing, there is no shortage of ambition. We’re wired to think about what’s next: the bigger role, the bigger brand, the next challenge. We set targets, build strategies and measure progress. We’re pretty good at knowing where we want to get to.
But how often do we stop to ask ourselves why?
I’ve been thinking about how easily ambition becomes tied to the things we can see and measure. A promotion. A leadership title. A successful business. These are all worthwhile goals. But do they reflect what we genuinely want, or have we simply learnt to recognise them as markers of success?
There’s a difference between pursuing what success looks like and understanding what success means to us.
And perhaps, as an industry that spends so much time thinking about growth, we could spend a little more time thinking about our own.
Here’s one way to look at ambition through an intersection of 4 areas:
Relevance
Where can I make a difference that is needed? Where can I contribute something that's needed, whether to the business, the industry or the people around me? It’s not just about having a seat at the table, but knowing what you want to bring to it that’s relevant.Strength
What do I bring? We’re often so busy working on what we need to improve that we overlook what we already do well. What comes naturally to me? What gives me energy? And how might I make a greater contribution by leaning into my strengths.Values
What matters to me? Ambition inevitably comes with choices and trade-offs. What am I prepared to work hard for, and what am I no longer willing to compromise? Knowing what matters to us helps us make choices that feel right to us.Growth
Who am I becoming? This is the one we can most easily overlook. We tend to focus on what we want to achieve, but less on what we need to learn, unlearn or let go of along the way. What kind of leader do I want to become? What might need to change in me, not just around me, for that to happen?These aren’t four boxes to tick. They’re questions worth returning to, particularly at moments of transition, when the ground shifts or when the next opportunity presents itself.
Because ambition is about being more conscious of where we direct our energy, what we want our efforts to amount to, and what we might be sacrificing in the process.
We spend much of our working lives building brands, businesses and careers. It’s worth taking a moment to consider what we’re building them for.
So, before asking yourself, What’s next?, perhaps ask a different question.
