A year of the Wood Snake - both with Yin attributes - tells me it is a year of the feminine. And we're proud to embody this feminine energy at Toaster, with women at the helm of all three of our offices. Despite what certain male leaders are saying, regardless of gender identity, we should all be tapping into our feminine power.
What does that mean for brands and marketers? Here’s a go at the top 10.
Feminine traits I'd like to see steering this year include:
Compassion & empathy for others: please let’s not forget we are all human, trying our best to live. We all have our stories - both personal and professional - and as leaders we should make space for championing individual contributions.
Fluidity & adaptability: there is great value in being able to go with the flow. Yes have a vision, but be able to change how you get there. Our ability to gracefully master this builds our resiliency.
Appreciation & patience for beauty: I beg of us to leave behind the days of instant, shallow, quick fix solutions. Please let’s take our time. Bring back the craft of creating something that isn't just hitting a deadline, based on budget, slightly pushing the needle. Bring back the masterpieces.
Listen to your intuition: In a world demanding constant action and analysis, it's easy to lose touch with our inner voice. But true empowerment comes from balancing external input with the wisdom that resides within. By tuning into our intuition, we tap into a source of clarity and confidence that empowers us to make better decisions.
Wood characteristics for us to consider:
Grow sustainably: trees don’t go from seed to fruit overnight. Think about how you are sowing seeds this year for the future; tend to those saplings who are at pivotal growth spurts, and harvest the fruit of your efforts. (low-hanging or otherwise)
Find your water: wood needs water to thrive, so where are we getting our water? Tapping into our emotions, the collective subconscious; using creativity as an outlet to transmute our feelings.
Leave a legacy: build something so strong that its impact is felt far beyond tomorrow. Are we able to look beyond the short-term and make decisions for our future selves - as individuals and brands.
And of course the lessons of our dear friend the snake:
Be patient: with yourself and others. The snake plans, assesses, and waits for the right moment. We cannot do everything at once.
Act with speed: once you’ve made the plan and waited patiently to execute, do not be diverted by distractions. Ruthlessly prioritise and lean into the solutions that will drive change.
Regeneration is possible: getting rid of what doesn’t work makes space for something new, something you’ve potentially never seen. Don’t be afraid to let go. Leave the old and trust the new will be better than ever.
The Wood Snake is the convergence of strength, kindness, resilience, resourcefulness, and empathy. While this year is just getting underway, it is clear that the traits of a Wood Snake will be necessary as we serpentine our way into the year.
This is our year to rise, regenerate, and redefine what's possible. Who's with me?
