12 Unpopular Things I Learned in 2024
Raw Thoughts and Observations ...
Last day of the year. 31/12/2024.
Writing this at 1:32am.
Instead of bragging about what "cool" work we've done and sharing self-promoting flashy images, I decided to share my biggest lessons for this year. It's a mix of personal stuff and industry related observations.
SEO still pays off big time but it's definitely harder than ever. We took the plunge with an SEO agency this year, also investing heavily in content creation, and the results have been mind-blowing. It's particularly powerful for B2B businesses that can handle higher CACs. Meanwhile, paid marketing keeps getting pricier and harder to justify. That's just the top of the funnel battle though - once they land on your platform, it's a whole different game that deserves its own post.
Letting our own rebrand slide while drowning in client work was a wake-up call. Sure, it took forever to complete, but the transformation was worth every second. Back in 2022, we were so swamped that we neglected our own digital presence. By the time we felt the pain and kicked off the rebrand, we'd already missed countless opportunities. The lesson? Success can make you complacent. Don't wait until your brand starts hurting before you evolve it. The missed opportunities cost is massive.
The fast-and-loose approach to brand identity is killing too many promising companies. It's particularly common with younger businesses - quick decisions are usually great, except when it comes to branding. Picture this: you spend 6 months and $50k on fresh branding and a website, then the team starts sprinkling in "jazzy" social posts or website updates here and there. Before you know it, your brand identity is lost in translation. Here's the truth - branding isn't just about feelings, it needs logic. Sometimes the perfect solution for your customers isn't your personal favourite, and that's okay. Stick to your guns, even when you're bored. If you need help maintaining it, hire pros. The cost of confusion is far greater.
Despite testing every shiny new tool and system out there, nothing beats genuine human connection. I'm always chasing efficiency, testing new ways to deliver top quality while hitting deadlines. But in most businesses, relationships rule everything. Sure, everyone's hyped about AI automating our lives, from sales to support, but we're nowhere near replacing real human interaction. Next year, we're doubling down on face-to-face time with clients and team. Whatever industry you're in, authentic communication is becoming the new premium - not AI buzzwords.
Domains are the new digital real estate, and the market's getting tight. Based on our strategic recommendations and research, our clients invested over $300k acquiring domains we identified for them - and that's just a handful of strategic purchases this year. Just look at Chat.com - registered back in 1996, HubSpot's Dharmesh Shah grabbed it for $15.5M last year, then flipped it to OpenAI a few months later. Smart move. As more businesses flood online, competition for prime domains will only intensify. Domain flipping might sound outdated, but watch this space over the next decade. Looking back, many of us (myself included) got caught up in the NFT hype - Decentraland, Sandbox, etc. Lost a lot of money chasing that FOMO. But think about it - why were we gambling on these unintuitive virtual worlds when traditional web addresses will likely remain the backbone of digital presence for decades?
Logo design is embracing radical minimalism, with brand names taking center stage. Companies are ditching fancy elements for clean typography. It's all about creating memorable marks that work across platforms while keeping the focus on the brand name itself. The backlash has been real though - just look at Lloyds and Jaguar. But minimalism isn't going anywhere, partly because it cuts through the overwhelming noise of social media.
Truly excellent frontend development that compliments the design is still rare, especially at the highest level. Too many brands pour resources into stunning design work, then stumble at implementation by choosing the cheapest development option. The end result? A watered-down version of what could have been exceptional. We're seeing this more and more with complex animations, micro-interactions, and responsive behaviors - they look amazing in design presentations but end up completely butchered in the final website. And it's not just about the visual details - it's about load times, performance, and that smooth feel you get on really well-built sites. The difference between good and great frontend work is massive, but most clients don't realise it until it's too late. When you cut corners on frontend, you're essentially throwing away half the value of your design investment.
Seeing a lot of businesses either booming in or moving to the East (Eastern Europe and Middle East) while UK and Western Europe seem to be slowing down. Money and opportunities are flowing that way - I'm shocked by how many founders and teams are setting up shop there, not just for cost but for growth potential. Big money is moving around in these regions and everyone wants a piece of it. Western markets still have the experience and reputation, but the energy and ambition is definitely shifting East. Interesting to see where this goes in the next few years. 🤔
The hype game is just gambling in disguise - addictive but rarely worth it. Better to bet on "boring" businesses that create real value. FOMO is the fastest route to failure. Maybe it's age catching up with me, but I'm increasingly drawn to unsexy business ideas. The stuff Gen-Z and Alpha might yawn at, even though they might be the end users.
Our team dynamics shifted this year - some hellos, some goodbyes, and that's exactly how it should be. We all evolve in what we want from life and work. While fresh faces bring new perspectives, our core team has grown even more crucial. At Pony, we've maintained high retention, and you really bond with your team over time. I can be quite demanding and occasionally difficult, but I form strong connections with my team. Saying goodbye to longtime colleagues after creating amazing things together is tough, but sometimes it's the right call for everyone. Life's too short for work that doesn't light you up. That's why next year's focus is all about building an unstoppable team and culture.
Remote work isn't the utopia we imagined. The fatigue is real, and we're feeling it more than ever. That's pushed us toward more face-to-face meetings and proper team catchups. Personally, I'm traveling more and reconnecting with friends. Looking back at 2022-23, when 90% of my life was behind a screen - sure, it was efficient, but I had this haunting vision of looking back from my deathbed and seeing nothing but time spent in my home office. Talk about depressing. Then I spotted Lenny Kravitz's book nearby and thought: hell no! Maybe I won't be a rock star, but doesn't mean I can't have rock-star memories, right?
"The Power of Now" activated a new dimension in my brain which unfortunately is activated from time to time only ... but at least it now exists somewhere down there. It explores how we juggle two identities: our situation (family, work, possessions, location) and our core self - who we are without all the baggage and history - without the identity. Just pure being. Letting go of that situational identity and truly living in the moment is a game-changer for happiness. It's tough to capture in words - you really need to read it yourself.
Might be wrong about some of this, but it's what I'm seeing so far. Shoot me a message!
I'd love to hear what you were up to this year and maybe grab a coffee/beer when you're in London.
Have a great year ahead, my friend!
And try to smile. That’s all that matters.
Love 💛
Stef
