We go about our lives with the naive, yet comforting illusion of order. We assume there's reason, pattern — rhythm even — to our lives.

We create schedules, set goals and craft five-year plans as if the universe follows our neat little roadmaps.

Then something happens that reminds us that, actually, it's all just chaos. Yep, we're just a bunch of chaotic particles on a big rock hurtling through space.

This weekend my 3-year-old and I were involved in a car accident.

It wasn’t an overly dramatic one, and nobody was hurt.

But it shook me.

Anything can happen at any time.

While potentially unsettling, this realisation holds a powerful lesson for marketers and writers. (And those other types of humans too.)

The marketing world in particular is always changing. So this week’s issue is about how to stay balanced on this speeding rock while things constantly change around us.

1. Make adaptability your ally

Rigid strategies crumble. The most successful marketers are those who can pivot quickly, adapting their messaging and tactics to sudden shifts.

Don’t be too precious with your marketing plans. Your carefully planned campaign may need to be scrapped at a moment's notice. Learn to be prepared to think on your feet. It’ll pay off.

2. Be authentic

What’s gonna happen with AI? 

I dunno.

But I do know that when faced with chaos, people crave authenticity. And when faced with robots… people crave authenticity.

Your audience can sense when your marketing feels contrived or overly polished. Don't be afraid to acknowledge uncertainty or imperfection. Be human with your messaging.

3. Spot the opportunities in the chaos

Some of the most memorable marketing campaigns have come from seizing unexpected moments. 

When the lights went out during the USA’s 2013 Super Bowl, Oreo's quick-thinking "You can still dunk in the dark" tweet became legendary. Train yourself to spot opportunities in the chaos and you’ll find them.

4. Tell stories, not just facts

In a world of constant change, raw data and feature lists quickly become out-of-date. 

But stories – human experiences, journeys and transformations – endure. They’re evergreen.

Focus on messaging that resonates on a deeper level and it’ll withstand the test of time.

5. Stay curious and humble

Chaos reminds us of our limitations. The most effective marketers cultivate a sense of curiosity and humility. They're always learning, always questioning their assumptions. 

Developing this mindset allows you to spot emerging trends and connect with your audience in different ways.

6. Find your north star

When anything can change at any moment, it’s crucial you can fall back on a core purpose or value that guides your work.

This anchor gives your marketing career — and messages — consistency and authenticity, even as trends and tactics shift around you.