Why You Should Always Choose Your Own “Birthday Present” in Business

In life—and in business—sometimes the best person to pick the right “gift” is you. Astrid and I have a tradition: we buy our own birthday presents. It’s not the most conventional approach, but it works. We know what we like. There’s no second-guessing, no awkwardly pretending to love something that’s just not for us. I’ve accepted that I’m terrible at picking handbags, and Astrid has her own distraction—she loves those massive survival knives. So, we skip the middleman and make the choice for ourselves.

At first glance, you might think this isn’t very romantic. But when it comes to business, romance shouldn’t cloud decision-making.

Personal Branding: The Power of Knowing Your Preferences

What does this have to do with business? Everything. Whether you’re a head of marketing or the CEO, personal branding and decision-making are about understanding what works for you. In the world of B2B, how often do we rely on someone else to tell our story? Too often, we let others make decisions for us because it’s easier—or so it seems. But just like with birthday presents, you know what suits your style best. You know what resonates with your audience.

If your brand doesn’t align with your values, goals, or audience, it’s like getting a gift you never wanted in the first place. Sure, it might have a shiny bow, but it won’t be useful.

Align Decisions with Your Business Needs

Now, let’s talk about the way we approach big business decisions. Too often, we fall into the trap of letting someone else make choices for us, whether it’s outsourcing critical marketing tasks or following the advice of a consultant who may not fully grasp your unique goals.

While seeking expert opinions is valuable, it’s essential to maintain ownership of the final decision. You know your business better than anyone else. Like picking out your own birthday present, you’re the best judge of what will help your business grow. No one knows what your brand stands for, your market position, or your future aspirations better than you do.

Astrid and I don’t reimburse each other for our birthday gifts because there’s a mutual understanding: we both value the autonomy of our choices. That same principle should apply when navigating business strategies. Sometimes, you need to trust yourself to choose the best option without external validation.

Practical Takeaways for Decision-Making

Here’s what I’ve learned from our birthday gift-buying tradition, and how it applies to business:

• Trust Your Gut: Your instincts and personal experience with your brand matter more than you think. Don’t rely on others to define it for you.
• Own the Decision: In the end, you’re the one who will live with the results of the decisions you make. So, own it. Whether it’s a major marketing strategy or hiring a new team member, take full responsibility.
• Embrace Your Preferences: Just like how I’m terrible with picking handbags but know exactly what I want in a new knife, recognize where your strengths lie. Stick to your lane. If something doesn’t feel right for your brand, don’t force it.

Want to See What I Picked This Year?

Every year, I pick something a little different. This time, it’s a Scramasax—a Viking mini-machete. A bit over-the-top? Maybe. But it fits me, and that’s the point.

The same should apply to your business decisions. Whether it’s how you position your brand or the clients you take on, make sure they align with who you are. Tomorrow, I’ll reveal what this year’s “birthday gift” looks like. It’s sharp, functional, and absolutely something I’ll use for years to come. Curious? Stay tuned.

In business, just like in life, the best person to pick the right gift—whether it’s a new strategy, a new direction, or a Scramasax — is you.