It’s nearly the summer solstice, and here in the Pacific Northwest, the changing of the seasons will be like walking through a door. This week, while it’s still spring, we’ve been trudging through daytime highs of barely 60°F (15°C) with weather cells bringing rain squalls, thunderstorms, or gale-force winds. Next week, just as we approach the start of Summer, we’ll be sweltering near 100°F (38°C). So, while I wear a jacket at my desk today, in just a few days I’ll be wearing summer gear. I take this as a gentle reminder to always plan for the short term and the long term simultaneously.

Last summer, I decided I wanted to get better at skateboarding. I had no aspirations of becoming the next Tony Hawk; I simply wanted to feel more comfortable on the board. Like many people learning a new skill, I wanted progress to happen fairly quickly. It didn't. For weeks, every ride felt awkward. Then one day, I realized I wasn't thinking as much. I had better balance, and I felt more natural on the board. Progress had been accumulating through repetition. I've been thinking about that lesson recently because it reminds me of marketing, particularly as generative AI begins to change how customers discover companies and products.

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