My 2024 theme, just keep fighting.

Every year, it seems people are looking for hope, some kind of advantage, for the new year.

I can remember years ago, strategist Chris Brogan launched his “three words” for the new year. I tried to follow along. I did it for a year or two, but it faded.

In the last couple of years, I adopted the “one word” theme or focus and it seems to work better.

Last year, I thought I would use the word “disruption.” The idea was reverse psychology on myself. I wanted to focus on eliminating or minimizing disruption.

What did I learn?

I learned you cannot eliminate disruptions. At least not me.

  • You don’t know when your mom is going to call you, saying she’s been in a fender bender and needs you to come right away.
  • You don’t know when you are going to get an infection (or two).
  • You don’t know when you are going to be ghosted by a client.
  • Sometimes there are doctor’s appointments and they are always during the day.
  • You don’t know when your car decides it needs a pretty significant part replaced and the money that comes with it.

You just don’t know and that is the problem with disruptions. Disruptions call in the middle of the night, they disrupt the day you are having. The best you (me) can do is to fight through them the best that you can.

A few weeks back, PR specialist Selena Soo introduced her word of the year, and I told her I was still working on it. Well, now I have decided.

My word of the year is more like a phrase: “Just keep fighting.”

Just keep fighting.

Nearly 39 years ago, the late great American Dream Dusty Rhodes delivered what I think is one of the best “Babyface” (good guys) promos ever delivered.

The promo was aptly named “Hard Times.”

Rhodes was cutting this promo on Ric Flair in Mid-Atlantic Championship Wrestling in October 1985. It was a brilliant promo (you can see the transcript here).

During the promo, he delivers this line:

“I admit, I don’t look like the athletes are today supposed to look. My belly is just a little big, my hiney is just a little big, but brother, I am bad, and they know I’m bad…”

“Hard Times” by Dusty Rhodes

This line can be said of the current professional wrestler Kevin Owens.

Kevin Owens is a WWE superstar, professional wrestler, and he doesn’t look like the muscle bound guys you often see in the ring, but the fans love him!

His motto is “just keep fighting.” It’s printed on his T-shirts.

And I embrace that motto in 2024 because no matter what happens, I am going to keep fighting.

Kevin Owens
Kevin Owens

I resolve to just keep fighting…

I resolve to just keep fighting when prospects seem gloomy.

I resolve to just keep fighting when my type 2 diabetes creates issues that affect how I feel.

I resolve to just keep fighting when a low pressure system moves through and my neck is killing me because I have two fused discs.

I resolve to just keep fighting when I don’t want to do the things that help me stay healthier, but I do them anyway.

I resolve to just keep fighting when it feels like no one is hearing me and I am like a lone tree falling in the forest.

I resolve to just keep fighting when people don’t believe in my skills to deliver results.

I resolve to just keep fighting, knowing that the key to everything I do is the power and persuasion of storytelling.

I resolve to just keep fighting when I fight to lift-up and encourage my colleagues to keep going.

I resolve to just keep fighting anytime I feel the pain of rejection that threatens to tell me I’m not good enough.

I resolve to just keep fighting.

Just keep fighting. As Kevin Owens would say.

What about you? Will you just keep fighting? What do you have to fight for? We have to fight for ourselves as much as we fight for others.

I challenge you to “just keep fighting.”

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