The Goal Isn’t the Goal
How you get there is more important than actually getting there.
Everyone’s obsessed with the finish line, aren’t they? The end goal. The six-pack, the dream client, the big fuck off office. But we think how you get there is way more important than actually getting there.
Because when you finally arrive, that feeling lasts about… what? Two minutes? Then your ADHD brain is already onto the next thing.
But the way you get there, your struggles, your graft, the laughs, the mistakes, that’s the stuff that shapes you. That’s the real brand story.
If you cut corners, or if you’re miserable the whole way, what’s the point? Success without joy in the journey is just… empty.
So don’t just race to the end goal or exit strategy. Slow down. Pay attention to how you’re moving, who you’re moving with, and how it feels.
Because one day, you’ll look back and realise, the getting there was the actual fucking thing in the first place.
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