There is always the next deadline, deal to be done, or new work to begin.

Over the years, we’ve covered a lot of ground with these short (and hopefully helpful) writings. This month, I want to encourage you to catch your breath for a moment and consider your current situation. People tend to make changes at certain times of the year. January is traditionally a month of renewal, marked by commitments such as “Dry January” and New Year’s resolutions. March and April often bring a focus on spring cleaning and fresh starts. August, too, seems to inspire habit changes. My theory is that this stems from the pervasive prep for back-to-school, the upcoming holidays, and the shift in the temperatures that surround us at that time of year.

I grew up in Pennsylvania and spent about half my adult life in Michigan and Ohio, so trust me, I know winter wind. Picture how the wind impacts you, keeping you from walking forward or progressing; the disorienting cold bite it leaves on your face. Now think about the lift you feel when the breeze is at your back — like a burst of energy, a “Sweet Virginia Breeze” tempting to lift you off your feet.

It’s the same wind, but how it impacts you depends entirely on which direction it is blowing.

This back-to-school season, I am encouraging you to pause and ask yourself this question: Where am I facing the wind in my business?

Wind at Your Back2Help

Good marketing, advertising, and even messaging should provide a measure of momentum. It gives your sales team a push, unites your development department, provides your organization with clarity, and draws prospects and clients to you.

Sure, there are fancy or common names for this. You’ll read blogs and expert articles about top-of-mind awareness, branding, or brand trust. The fact is this process is like wind at your back.

No one wants to walk down the street into horrible headwinds — especially in winter. It’s way easier to make progress when you have a little momentum. That’s what effective outreach can provide. Having a focused plan with your advertising to attract new customers, marketing to nurture current and former clients, and messaging to craft the best relationships with donors and patients all work together to provide that lift.

This isn’t something you do just once. Relentlessly tell your story, advertise, and market. When you do, your employees, stakeholders, and those who represent you can actually feel the difference. Their jobs may still be hard, but things become a little easier when leadership continuously provides that forward momentum. With the wind at your team’s back, they can press forward in business development, serving customers, or caring for patients or those in need.

Nothing’s easy these days. We can agree on that. But a measure of help in these important areas most surely provides a lift — every time.