With 2025 around the corner, what did I learn in 2024?

Brand purpose.
As we developed a brand in the local government sector, we found a renewed sense of purpose. Developing brands is what we do but with this comes responsibility. This one’s about attracting much-needed investment into a region, and capturing the attention of rare young talent needed to take our client into the future. It matters.

When is enough, enough?
There’s a romantic side of an enduring business relationship. When two parties are so deeply connected but they just can’t get it together anymore, when do you say enough is enough? The financial and caring answer is “never”. But deep down you know that for both parties to grow, one of you must say goodbye.

Chasing time.
Okay, so our world runs on deadlines. You spend your time chasing time and then you wonder what happed to time. I’ve learned that balance is not something that you find, but something that you create. I’ve learned that time is not earned but owned.

AI is not Artificial Insemination.
For us, a valuable tool for market analysis, market trends, and consumer insights which impact on a brand strategy, and design applications among others. We’ve looked at AI for content creation, but it doesn’t replace authentic, emotion-gained insights content so it’s a valuable aid rather than a complete tool at this time for us. But hey, things can and do evolve rapidly.

Sherpa and the future.
You won’t find it in leadership textbooks, but there were times when I’ve slowed Sherpa’s growth to allow some Sherpa’s or individuals to grow their skills because I knew that wherever we were headed, I wanted them with us. In 2024, I learned that while growth and development will continue, they were already ‘there’ and had been for some time.

I’m looking forward to the new peaks that we’ll scale as a team in 2025, we’re going to stretch!

Gary Hendrickse
CEO & Brand Strategist
Sherpa Brand, Design & Marketing
gary@sherpa.co.za
sherpa.co.za