The Summer of Doing Everything.

Last month my niece (and favorite goddaughter Kerri) graduated from high school and announced that the summer of 2012 was going to be the Summer of Doing Everything.

I asked what she meant and she said, “everything.”

And maybe I am just projecting here, so please forgive me if my thoughts do not resonate, but it seems to me that everyone everywhere is in the mode of trying to do everything all the time.  And the result is a hectic, chaotic frenzy of undirected energy, followed by fatigue and disappointment.

And it makes sense, because no one can do everything. No one.  And yet we try.  Yesterday afternoon I was in a client’s lobby waiting to be escorted to a meeting. For what seemed like an eternity I paced the lobby, as I had intentionally left my iPhone in the car so I would not be distracted by calls and texts and email alerts.  And here I was – for all of 60 seconds – with nothing to do but pace.  I was frantic.  Surely I should be filling that void with some meaningful activity, like updating my Facebook status or composing a tweet.

I guess what I am saying – to myself, my niece and the world-at-large – is that the idea of doing everything is highly overrated.  My advice:  spend an hour in a hammock doing nothing. And if it feels good, stay there another hour.

Jim Sweeney


Jim is a veteran of the agency industry and the founder of Sweeney. He is uncommonly passionate about the idea of creating and implementing insanely great marketing campaigns that achieve insanely great results. He pioneered the full-service, full-circle agency model and continues to forge new ideas in an ever-changing industry. And he is accessible to everyone about anything, seemingly all the time, serving as a mentor to all agency personnel and clients.