The businesses that grow fastest aren't doing more things - they're doing fewer things with greater focus and consistency.

This is where what I call "The One Year Test" comes in.

It's ridiculously simple, but it's completely changed how I make decisions, and I think it could help your business too:

Before taking on any new project, commitment, or content strategy, ask yourself:

"Will this matter in one year?"

That's it.

That's the whole test.

Let me give you an example of how this works in practice.

When Threads came out my immediate reaction was, "do I need to be on there? Should I be creating content for this new thing?"

Then I applied the One Year Test.

"Will being an early adopter on this platform meaningfully impact my business a year from now?"

Honestly?

Probably not.

It might grab some short-term attention, but it doesn't align with the systems we're building at Think Like A Creator for sustainable growth.

So I passed.

The whole test can be summed up by this:

Say no to shiny object, say yes to the things that compound over time.

In our Strategy pillar of Think Like A Creator, we emphasise this ruthless prioritisation.

Because when you're building a business, you start to learn that not all activities are created equal:

• Some activities have short-term payoffs but no long-term impact

• Some activities feel productive but don't move the needle at all

• Some activities are painful in the short-term but transform your business in a year

The One Year Test forces you to prioritise that third category - the things that might not give you the dopamine hit of immediate results, but will fundamentally change your trajectory if you stick with them.

Things you've been putting off suddenly become the obvious priority.

For me personally, this test transformed how I spend my time.

I realised that:

• Chasing algorithm changes? Won't matter in a year.

• Building relationships with our community members? Will absolutely matter in a year.

• Obsessing over a low-performing post? Won't matter in a year.

• Creating our core TLAC framework? Has already paid dividends many times over.

I'm not saying short-term activities don't matter at all.

They do.

But you need a filter to separate what's truly important from what just feels urgent.

The One Year Test is that filter.

What are you currently spending time on that won't matter a year from now?

And what are you putting off that WILL matter?

Maybe it's time to flip those priorities.

Creator News

To change it up, I wanted to add in a little segment in these newsletters that gives me a chance to talk about creator news I’ve come across!

Today, I spotted Apple TV’s new documentary series hosted by Jesse Burgess and produced by Gordan Ramsay, following elite chefs as they pursue their Michelin Stars.

I love this, and it’s such a big deal imo.

Apple have notoriously not engaged with creators so this is a biggg step forward.

Studio Ramsay will add a finesse fit for the platform, and show that creators can star in glossy and lo fi.

Both needed.

Can’t wait to see how it does!

Big congrats to both Jesse Burgess and YMU.

Now before you head off, I’d appreciate it if you took a couple of seconds to fill out the poll below 👇

Thanks!

Remember, the creator mindset is all you need to grow 🌱

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