Why you should build a sandcastle

I spent quite some time building sandcastles the last couple of days with my son.

Not just any castles.

Our last one had towers, tunnels, a moat, even a slide for crabs.

And we both knew one thing: It wouldn’t last.

The tide would come.

Or another kid.

Or gravity.

Probably in that order.

And yet: we gave it everything. Because not everything you build has to last.

Some things exist to teach you how to build.

Some things exist to bring you joy while you build. Some things are just practice for when it does matter.

But the process?

Still real. Still worth it. Still makes you better.

In business, we often act like every campaign must be bulletproof.

Every project must go viral.

Every idea must survive the next ten years.

That’s not how creativity works. And it’s definitely not how momentum works.

So go build the sandcastle.

Launch the weird product.

Try the campaign that might collapse by dinner.

The water’s coming anyway. Might as well enjoy the build.

Tino

P.S. And if your sandcastle survives the night? Then you know it’s time to build a moat with sharks.