One big idea.

This week's article is focused on mentally getting there, using a single quote that has turned into my one big idea. It's a shift in thinking that will help us as communications leaders take part in an industry-shifting change.


Hey. It's Wil.

While seemingly nebulous and super buzzy now, communications leaders need to understand how web3, NFTs, crypto, the blockchain and the metaverse will impact their leadership styles and how they can take advantage of new infrastructure to create a new way to communicate.

This week's article is focused on mentally getting there, using a single quote that has turned into my one big idea. It's a shift in thinking that will help us as communications leaders take part in an industry-shifting change.


I was reading, watching and listening to David Perell this past week. David's teachings are in my weekly feed so I get updates regularly. This past week though, I dove in a bit deeper.

It started with this mini-essay on The Never-Ending Now:

David Perell: The Never-Ending Now.

And ended with his YouTube video: How to Achieve Life-Changing Success With Only One Idea:

David Perell: One good idea.

If you're like me, your initial response is probably something like: "Oh boy, another crackpot with life-altering secrets". And maybe that's right.

History tells us that leaders and their beliefs are formed through life-impacting events during their formative years.

I mean, look at Vladimir Putin. While he's going after Ukraine, a big part of that decision is based on his very own, very personal history.

I don't know if that's the case with Perell, nor am I comparing him with Putin. I am suggesting however that these ideas are so foundational, so fundamental to our core beliefs, we may not even realize them.

The challenge then becomes:

  • How do we locate these core beliefs
  • How do we define them
  • How do we talk about them publicly

From there, it seems like we can stitch together our skills, experiences and our passions into a single brand or mission statement that everything else in our lives can tie back to.

That's what I took from David's recent writings. Find that one thing that defines you, then define and grow from it as a foundation.

In the video above, David admits he hasn't found his One Good Idea yet.

Maybe that's part of the generational idea of building in public. Working through some of the challenges, allowing a peer group to chip in with their thoughts and ideas to better and more fully formulate our own thoughts and ideas.

(As in, a peer-to-peer network that removes zero-value intermediaries. DTC or Twitter, anyone?)

And while I certainly don't know what that one big idea is for myself, I keep coming back to this quote from the great Eric Cantona:

Eric Cantona: Sardines, seagulls and a trawler.

"When the seagulls follow the trawler, it is because they think sardines will be thrown into the sea. Thank you."

This quote is incredibly complex.

  • The words
  • The context
  • The author
  • The setting

It's a piece of art!

Whether about leading or following, or creatively responding in turbulent times or distilling a chaotic world into a single statement, this single quote says so much.

And for some reason, this quote seems to find its way into my head when I'm challenged with a work or social opportunity.

It's one big and one good idea, all wrapped into one.

For me, it's a great way to mentally shift how we think about the world today. Whether by taking ourselves out of our current industry (unless you are in the seagull/trawler/sardines industry) to think about the world a little differently.

And that is what's needed for this next generation of applications, platforms and technologies. Not to follow how we've always done things or to expect the same outcome by doing the same thing.

Rather to recognize that we're in the middle of massive change, and we have the opportunity to either follow the trawler or find a new path.

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