“7 YEARS ITCH”

DTA has turned 7!

The phrase "7 years itch" came up recently when talking about business... often a phrase used to highlight the decline in a relationship. In this case, it was used to outline the shift that often occurs in businesses at the 7th-year mark.

In the case of DTA, we had unintentionally fallen into our own "7yr itch." Late last year, I put the brakes on; I felt that DTA had stepped away from who we are, who I am, and why Double Tap was started.

I was exhausted, and something needed to change.

After much reflection, it was clear that DTA had strayed from who I am. The marketplace itself was noisy, overwhelming, and frankly yucky to play in. What I set out to achieve was lost, and what I wanted for DTA's future wasn't in sight.

Yes, we've had a little brand refresh, but that was only one piece of the puzzle. What was needed to get the ship back on course was a shake-up, a cleaning of the house, a new strategy, a reflection of what the digital space had become, and an alignment with my values.

The digital landscape is completely different from when I started my marketing journey over 14 years ago. These days there is so much crap online; it was giving me the massive ick, and as a consumer, I had stopped engaging with online platforms that I work in. I knew something needed to give.

The day-to-day running of a business and looking after so many incredible clients' marketing meant that my very own business was neglected, and I had fallen back into old negative habits.

For the first time in our 7 years, I said, "I don't love this anymore." I've always prided myself on the fact that I genuinely loved my job, but when those words fell out of my mouth, I knew shit needed to change!

So here we are on our 7th birthday after months of strategy (and still evolving), countless one-on-ones with my mentor (every business owner should have a mentor; it's a non-negotiable for me), some deep reflection, and countless hours sitting with myself to work on what I truly want and value. I can say, "I love my job."

This evolution of DTA is one I'm excited about, one that's aligned with my values, filled with goodness, incredible clients, and valued consumers. An evolution that will not only set DTA up for the next 7 years but one that allows us to be a force for digital good in a marketplace that has become overwhelming.

For those who are new here, hello! And those who are the OGs, thank you. Biggest Love, S x