Tilt[ed.5, 2026]
A long-ish post this week, but something that I have thought about a LOT across the last 12 months and believe is incredibly valuable to all our brands and organisations. If you enjoy it (or don’t!), let me know? I’m trying to make these articles as useful as possible - requests, questions, compliments and (kind and constructive) criticism are super appreciated (as is sharing the newsletter with anyone you think might find it interesting!).
The power of moments
In long jump, you learn to wait for tailwinds. You’re allowed 1 minute to complete your jump, so you’re better off waiting until you feel the wind pick up behind you - a single gust can add the centimetres that make personal bests, qualifiers and medals.
Much less literal tailwinds are all around us. And more than ever, marketers are using them to their advantage: using moments and momentum to create impact for brands (and bottom lines). A big part of our strategy at Project Planet is based on these ‘moments’, so I thought I’d break down some of my thinking on how we can all use tailwinds to deliver impact for our causes.