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It’s good to be back. These weeks are flying by, which I’m choosing to take as a sign that I’m having fun!

Last week was a good one. I spent time with wise friends, visiting new places and planting seeds for the future. Don’t tell my bank manager but it wasn’t my most financially productive week and that often feels like the rub. The more we learn and explore, the less immediately ‘rewarded’ we can sometimes be.

That feels like part of the bumpy ride of carving my own path. I’m working on creating more stability, while also protecting the freedom to learn deeply - something that rarely happened in my well-paid corporate job. Swings and roundabouts, I suppose.

Which brings me to this week’s theme: consistency and patience.

I’ve been using LinkedIn for about 18 months now. I treat it as an experiment, staying curious, playing with it and trying not to take it too seriously. Every now and then, a post really lands.

Last week I shared a story about using my grandad’s tools and how sustainability might sometimes be better served by fixing what we already have, rather than obsessing over carbon metrics. You can check it out here if you’re interested. From what I can tell, the post would be considered viral by LinkedIn standards.

I found the experience fascinating.

We’re encouraged to crave virality. And while my post wouldn't break the internet, it reached far more people than usual. My ego enjoyed it more than I thought it would. The little red notifications delivered steady dopamine hits and I caught myself expecting something exciting to happen next. (Not sure what - maybe a klaxon? Balloons?)

The reality was far less dramatic. It resonated with people, which was genuinely lovely. I gained a few new followers and connections. And that was about it.

Then came the more interesting question: how do you follow a viral post?

Despite all my inner work, I still felt the urge to perform. A subtle pressure to deliver something equally ‘good’. A sense that expectations had been set.

I also noticed why the post had worked, it nudged at a zeitgeist. It gently challenged a few dogmas within the sustainability world I’m part of. It was mildly provocative but mostly, it was just me speaking my truth with curiosity. But I didn’t want to give in to the temptation to follow up by being contrarian or antagonistic.

Some people follow up by talking about the post itself. That didn’t feel right. So I did something that probably goes against all LinkedIn advice.

I didn’t post anything for a week.

I reminded myself of my promise - to only share when I genuinely had something to say. Stepping back helped me put my ego back in its box. When I returned, I simply carried on posting as I normally do.

The result? I’ve not gone viral again 🙂. And I’m very cool with that.

This quote has been ringing in my ears recently as I look around the world at recent political and business wranglings. Standing out isn’t the same as standing for something and social media (and populist politics) only seem to blur that line further.

We see people chasing algorithms and audiences for reach and engagement but at what cost?

Consistency builds trust. It doesn’t require you to be loud, it asks you to be you. And it feels like many people have forgotten that in the pursuit of clout.

This shows up in business too. In my days of large-scale TV marketing campaigns, we tracked short-term metrics like cut-through and buzz, alongside longer-term ones like trust and recommendation.

Cut-through is easy. You can shock people or outspend everyone else. But it doesn’t necessarily make you liked and people forget you quickly.

Long-term brand building takes time. It requires consistency and credibility. We once built the most recommended brand in a crowded market while being outspent by up to 10:1. We stayed consistent and ignored trends.

I think that’s what many of us crave now, people and brands we can relate to, understand and trust. That comes from showing up again and again.

This newsletter is part of my own commitment to that. There have been weeks where I’ve stared at a blank screen, unsure if anything I had to say would resonate. But I keep going. I truly value and appreciate this space (and your time) far more than the flash of a viral post.

So if you’re thinking of starting something, don’t listen to the gurus who tell you your voice only matters if you’re an influencer or you’re ready to ‘10x’ your content. We all have a story to tell and there will always be people who connect with honesty over hype.

We live in a time where shocking and divisive content is rewarded by the algorithm. But who actually wants that?

I’d rather stand with the people who keep showing up. Who resist the pull of noise and outrage and instead choose to patiently keep refining their craft.

Consistency might not be sexy but it lasts. And it’s how we find where we belong.

And if we think of nature, an oak tree stands the test of time - watching, absorbing and providing nourishment to the eco-system.

Events & gatherings

Consistency is a key theme in what we’re building with The Natural Network. These gatherings follow the wheel of the year, a natural rhythm of remembering that we are all part of nature. I’m passionate about remembering the rhythm that has kept humans deeply aligned to nature.

So, it won’t be long until we’ll be back at Four Acre Farm, co-facilitated by me and Kate Forrester (creator and steward of the farm itself).

We’d love you to join us for this unique experience of integrating thoughtful business conversations with deep natural wisdom, grounded in rhythms that feel meaningful rather than forced.

‘The Tending’: The Natural Network series

12th February: 9.15-13.15 at Four Acre Farm. Tickets here

As winter softens and the first signs of growth appear in the land, we too are invited to pause, reflect and plant the seeds for what comes next. Where our earlier events explored gratitude and release, The Tending calls us into action for a season of awakening ideas, clarifying priorities and nurturing connections that will flourish in the months ahead.

You’ll experience:

• Guided reflection and structured exercises to identify what to release and where to focus next

• Strategy and decision-making tools informed by natural cycles and systems thinking

• Nature-based experiences to reconnect with instinct, clarity and creativity

• Small-group conversation with peers navigating change and growth

• A seasonal market-garden lunch to nourish body and mind

• A 30-minute online coaching conversation follow-up with Nick Whitnell to integrate and translate insights into actionable next steps

You’ll leave with:

• Clearer priorities and sharper focus for your business or leadership journey

• Confidence in your strategic direction and the choices ahead

• A sense of renewal and readiness for the winter season

• Fresh energy and creativity sparked by nature and meaningful dialogue

• New connections with like-minded peers seeking purpose and practicality

As an email subscriber, please use the code Naturalnetwork20 for a £20 discount. We’d love to see you there.

If you’re feeling the pull to be seen, heard or validated right now, it might help to remember that there is time. Meaningful work (and meaningful lives) rarely respond well to pressure. They grow through steadiness, honesty and care.

This week, you might reflect on the people, practices or rhythms that have supported you over the long term. A daily habit you’ve kept, a relationship built on trust or a body of work shaped slowly.

Notice what has endured without needing to shout.

Then consider what consistency might look like for you now. What small act could you return to? What could you keep tending, even when no one is watching? Where might patience be the most generous choice you can make for your work, your relationships or yourself?

Sometimes simply staying with something is enough to let it deepen.

As always, with compassion and curiosity,

Nick

Well that’s it for another week. But we don’t have to stop there.

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