The Year of the Pivot: Why 2025 Was My Most "Human" Year Yet

If I looked strictly at the revenue graphs or the "hustle metrics," 2025 might not look like my "best" year on record.

But if I look at the reality? It was my most important year.

The "Soft Close" Was Real Life

In October, I welcomed my second child. The end of my year wasn't about Q4 pushes or Black Friday strategies; it was about slowing down, stepping back, and embracing the beautiful chaos of a growing family.

It forced a "Soft Close" to the year that I didn't just want—I needed. It reminded me that business is resilient. It can wait. The emails will be there. The strategy docs will be there. But these moments? They don't wait.

The Lesson of Agility

Before the baby arrived, the work I did was some of the most meaningful of my career. I partnered with a local non-profit agency to completely overhaul their brand and marketing strategy.

It was a masterclass in pivoting. We faced new tariffs. We watched the landscape shift under our feet. We had to move away from the big, generic global tools and refocus heavily on Canadian-owned, Canadian-operated solutions. We had to double down on "Supporting Local" not just as a tagline, but as a survival strategy.

It reminded me of the golden rule of our industry: The context always changes.

Whether it’s a new baby changing your schedule, or a new tariff changing your budget, you cannot stay static. You have to look up, see the surroundings, and move.

Closing the Chapter

So, as we close out 2025, I am not celebrating a "Record Breaking Q4."

I am celebrating agility. I am celebrating the work we did for our community. And I am celebrating the fact that I am ending this year tired, happy, and surrounded by family.

See you in 2026.