Have you ever read something you thought you understood, only to return to it later and discover an entirely new meaning? Sometimes it is not the message that changes, but the experiences we bring with us when we revisit it. Research shows that we learn more effectively when knowledge is given time to settle and connect with our own experiences. It made me wonder how many good ideas are either dismissed too early or put into action before they have had time to fully develop.
Sell More: When Experience Gives Old Advice New Meaning
My friend Tor Kjølberg runs the travel blog dailyscandinavian.com, and not long ago I discovered that he is also an author. I knew he had extensive experience in PR and marketing, but learning that he had written the book Sell More back in 2004 came as a surprise.
The content itself was not revolutionary to me. Most of the techniques and strategies are well known and have been covered in countless books and articles, including several topics I have written about on this website. Still, there was something about the way Kjølberg communicated his message. His writing is engaging, accessible, and easy to follow. The book works equally well as a textbook, a reference guide, a refresher, and a source of inspiration when facing marketing challenges.
What fascinated me most was how the book suddenly gave me new insights. Not because the content had changed, but because I was seeing familiar ideas through a different lens. At different stages of life, we often view old advice in a new light. What once seemed obvious can suddenly feel highly relevant when we face new challenges.
Better Decisions Through Time and Reflection
Some ideas hit the mark immediately. Others need a little distance before we can recognize their value. When I revisit my own writing, I often discover new ways to express a point, weaknesses I did not notice when I first wrote it, or opportunities I had not considered at the time. The same applies to strategies, decisions, and creative processes. What seems brilliant in the moment can appear unfinished a few days later. At the same time, ideas we initially dismissed sometimes turn out to be the best ones.
Yet we often treat ideas as if they were perishable goods. Strategy documents, meeting notes, and business plans are written as though they are finished products ready for implementation. When we fail to set aside time for reflection, we risk moving forward with solutions that could have been improved, or discarding opportunities before they have had the chance to develop.
This was exactly what struck me when I read Sell More. Much of the advice was not new to me, but it resonated differently than it would have ten or twenty years ago. The experiences I have gained since then allowed me to see those ideas in a new light, not because the content had changed, but because I had.
I see the same mechanism at work in professional life. Ideas, strategies, and decisions are often judged based on how they feel in the moment. But first impressions are not always the best measure of value. Sometimes both ideas and people need a little time before they reveal their full potential.
Why Strategies Need Time to Mature
I have lost count of how many strategy workshops I have attended where the atmosphere was almost euphoric. We had major breakthroughs, came up with solutions that seemed brilliant, and agreed on a strategy that everyone was convinced would succeed.
A week later, I would often find myself rereading the strategy document and thinking: Was this really such a smart idea?
When we gather to discuss the future, energy is high, ideas flow freely, and optimism is contagious. But once the dust settles and the document has had a few days to rest, questions often emerge that no one thought to ask at the time. Sometimes we discover weaknesses. Other times we see opportunities that were overlooked in the excitement.
That is why I believe strategy processes should be spread across two weekends instead of one:
- Weekend 1: Used as it is today, for inspiration, discussion, brainstorming, and developing the strategy.
- Weekend 2: Used to evaluate the strategy with a cooler head. Do we still agree? Does the plan hold up, or does it need adjustments?
By taking this approach, we give ourselves time to validate our decisions instead of rushing ahead with something that only seemed like a good idea in the moment. Just as knowledge and experience mature over time, the same is often true for strategies.
Why We Don’t Always Find the Solution Right Away
This principle applies not only to strategy but also to how we learn and solve problems. I remember working on an email issue for a customer where no one could identify the root cause. Neither Microsoft, the domain provider, nor the IT support team could find a solution. After an hour of troubleshooting, I came up with a temporary workaround, but the problem stayed with me.
A few days later, the solution suddenly came to me. Not because I had been actively working on it, but because my brain had continued processing the problem in the background.
In technical support, the priority is often to solve issues quickly so the customer can move forward without unnecessary downtime. But when a backup solution or workaround is available, it can sometimes be smarter to step away from the problem for a while rather than keep banging your head against the wall.
That experience reminded me how important it is to be intentional about the way we approach learning, strategy, and problem-solving. Sometimes we need to act quickly, but when circumstances allow, time and reflection often lead to better answers. Just as Sell More gained new relevance through experience, and strategies improve when given time to mature, the same is often true of problem-solving. Sometimes the most effective thing we can do is simply give our brains a little time.
When Experience Changes Perspective
Books, ideas, strategies, and people all have one thing in common: they often look different when we return to them later. Perhaps that is why a book you read ten years ago deserves a second reading. Not because the content has changed, but because you have. When we give ourselves time to reflect, we often discover connections and opportunities that we did not see the first time around.
But there is a difference between something being ripe and overripe. If we leave things too long, we risk missing opportunities before we have the chance to seize them, whether in strategy, job searching, or life in general.
At the same time, fruit and vegetables are often harvested before they are fully ripe because they continue to mature along the way. Perhaps the same is true of people, ideas, and careers. Sometimes the goal is not to be finished, but to be moving forward.
I think I will stop there. You get the point.
As with most things in life, there is no universal formula for growth and maturity. Sometimes it really is as simple as this: the path is made by walking it.
