From Burnout to Breakthrough: Overcoming the Marketing Twisties

TL; DR Summary

• Simone Biles & The Marketing Twisties: Connects Biles' struggle with the "Twisties" to the loss of creative confidence in marketing.

• What Causes the Marketing Twisties: Highlights how micromanagement and endless revisions erode creativity.

• Signs You Have the Marketing Twisties: Identifies symptoms like dreading new assignments and constantly seeking approval.

• How to Overcome the Twisties: Provides steps to reclaim creativity, like building a support network and taking control.

• Leaders—Protect Your Team: Tips for leaders to prevent their teams from losing confidence and creativity.

Simone Biles's triumph at the Paris Olympics was deeply personal for me. Her gold medals in the all-around, vault, and team all-around were a powerful response to critics who doubted her after she withdrew from the Tokyo Olympics due to a severe case of the 'Twisties.' The Twisties, a condition that causes gymnasts to lose their spatial awareness, left Biles vulnerable to life-threatening falls. In marketing, a similar phenomenon can occur. Just as the twisties rob gymnasts of their confidence in the air, the 'Marketing Twisties' strip away a marketer's confidence in their creative abilities, leaving them disoriented and unsure of what's right. Over time, this constant erosion of confidence doesn't just affect individual projects; it can derail an entire career, leading to burnout, disengagement, and a loss of passion for the work that once brought joy.

WHAT CAUSES THE MARKETING TWISTIES?

The Marketing Twisties are born from a leadership style that prioritizes control over creativity. When managers micromanage, constantly rewrite work to match their preferences, and demand endless revisions without clear reasoning, they strip away the creative autonomy marketers need to thrive. The impact of working in this environment is a gradual erosion of self-confidence. I remember countless times when I stared at my computer screen, paralyzed by the fear of the inevitable critique that would follow each draft. Every piece of feedback felt like a punch to the gut, leaving me more confused, less confident, and questioning my abilities. The revisions often spiraled into revisions of revisions, transforming the work into something unrecognizable from the original. Worse still, there was rarely an explanation for why these changes were necessary. This cycle doesn't just distort the work; it distorts the creator's sense of worth, leading to a downward spiral that affects every aspect of their professional life.

HOW DO I KNOW IF I HAVE THE MARKETING TWISTIES?

There's nothing worse than suffering from the Marketing Twisties. It's a debilitating condition that drains your energy, saps your creativity, and leaves you feeling defeated. Everything you do feels like an uphill battle, and even the simplest tasks become exhausting. Ask yourself these questions to see if you could be experiencing the twisties:

• Do you dread starting new assignments, overwhelmed by the thought of the brutal approval process?

• Do you second-guess every creative idea, always opting for the safest route instead of taking risks?

• Do you constantly seek guidance on what to create, even when the assignment is well within your expertise?

• Do you doubt your completed work, feeling like you can't trust it until leadership gives their validation?

If this sounds like your experience, congratulations—you've got the Marketing Twisties! Don't worry. Recognizing the symptoms is the first step toward overcoming them.

I'VE GOT THE TWISTIES! WHAT DO I DO?

It's a terrible feeling to feel so helpless and alone, especially when the work that once brought you joy now fills you with dread. Losing confidence after years of success is one of the hardest challenges to face, but remember: the key to overcoming the Marketing Twisties isn't about conforming to leadership's poorly defined expectations. It's about reclaiming the mojo that made you great in the first place.

Gather Your Support Network

Instead of seeking validation from your manager, look to peers outside your team, trusted mentors, or even professionals in your industry. These individuals can offer constructive feedback and encouragement, helping you balance the dysfunctional dynamics of your workplace and reminding you that your creative instincts are still sharp.

Reclaim Creative Control

While you may still need approval for final drafts, you can take charge of the process. Define the project scope on your terms, and go as big and bold as you want. For example, if you're asked to design a campaign, draft a bold, original concept that reflects your creative vision before involving others. By asserting your ideas early, you maintain more control over the direction and ensure you represent your vision.

First Drafts Go in Your Portfolio

Every time you push the envelope with a new assignment, make it a habit to document your work before submitting it for feedback. This way, you're building a portfolio that showcases capabilities, not just what was approved. Over time, this collection of work will serve as a testament to your creative strength, independent of any external validation.

Develop an Exit Strategy 

If the environment becomes too toxic for you to thrive, it might be time to consider a change. Start by updating your resume and portfolio to reflect your best work. Leverage your network to explore opportunities where your contributions will be valued and your creativity can flourish. Remember, moving on isn't a failure—it's a step toward finding a place where you can thrive.

Overcoming the Marketing Twisties is challenging, but it's possible. By taking these steps, you'll regain your confidence and position yourself to succeed on your own terms. Remember, your creativity is your superpower—don't let anyone take that away from you.

HOW DO I PROTECT MY TEAM FROM GETTING THE TWISTIES?

As leaders, our approach to management can either empower our teams or inadvertently lead them into the Marketing Twisties. While the intention behind constant feedback or high standards might be to drive improvement, it's essential to strike a balance that fosters creativity and confidence. Here are a few ways to reduce the likelihood that your team loses a sense of what good looks like:

Create a North Star

Teams can easily lose their way without a clear vision of what 'good' looks like. Set a cadence in future team meetings to dedicate 15 minutes to discussing work that exemplifies 'good.' Use examples from both internal and external sources to build a shared understanding and set expectations moving forward.

Develop Templates

Consistency is key in creative work, and templates help ensure that nothing essential is overlooked. When building new capabilities within your team, start with a solid template. Each section should include thought-provoking questions or examples of what the content should look like. This framework provides structure while still allowing for creative freedom.

Use Checklists

Checklists seem basic, but they are invaluable in ensuring all steps are completed and nothing falls through the cracks. Just as pilots use checklists to ensure safety, your team can use them with templates to ensure quality and consistency in their work. Now, if an asset needs extensive editing, you can critique the process, not the person.

Don't Let Perfect Be the Enemy of Good

In marketing, perfectionism can be a productivity killer. Projects often undergo numerous revisions, especially when multiple approvers are involved. To avoid endless cycles of edits, if the content is on message, factually correct, and grammatically sound—consider it done. Remember, 'not how you would do it' doesn't make it wrong.

Coach Through Your Edits

Editing is an opportunity to teach, not just to correct. Rather than striking through or rewriting passages of someone's work, use the highlight and comment function to guide the creator. Point out areas needing improvement, suggest enhancements, and provide examples of how you might approach them. Importantly, ensure that any subjective feedback is optional to implement outside of necessary grammatical or factual corrections.

As leaders, it's our responsibility to create an environment where our teams can thrive. By setting clear expectations, providing the right tools, and guiding with empathy, we can help our teams avoid the Marketing Twisties and reach their full creative potential.

Trust Yourself

Remember, the Marketing Twisties do not reflect your talent or worth. They're temporary challenges, and you have the power to overcome them. Take control of your narrative, seek support, and don't be afraid to take bold steps to protect your creativity and career.

Dealing with the Marketing Twisties can be debilitating, but you don't have to face them alone. Whether it's taking a well-deserved vacation, seeking support from a licensed professional, confiding in a friend, or turning to a mentor, these steps can help you regain your footing.

Just as Simone Biles had to get back in the gym to overcome the Twisties, you, too, can push through this challenge. It might take time, and it might not be easy. Still, with determination and the proper support, you'll find your way back to the creative confidence that's always been within you.

Hang in there. You've got this. Your creativity is your superpower—trust yourself, and you'll soar again.