Getting Priorities straight




Priorities need to be set, day in, day out; by the hour, by the minute, in fact almost non-stop. Get up and go for a run, or turn around and grab a few more Zs? Let that great idea you just came up with mature for a day, or sell it straight away? Salad or fries? Call, yes or no? Paint the town red or read in bed? Each day, we have a never-ending succession of decisions to make. Some love it, others dither about every single one.

An extremely contemporary way of learning how to prioritize almost instantaneously is: Tinder. This most-superficial-of-all dating apps is incredibly popular currently. Based solely on a person’s image (and what we read into our first impression) you decide in an instant whether you find somebody interesting or not. If you don't – swipe, and they're gone. Yes, or no, are the only options. No shades of grey, no maybes. Swipe to the left means: Next! Swipe to the right: More, please. This can become somewhat strange, when the partition to the real world suddenly dissolves as a picture pops up of your happily-married friend (or so you thought) or your primary school teacher. Frankly, I don't really want to think about it.

And luckily, I don't have to. I like prioritizing because I love making decisions. Thankfully I can do without a teaching aid like Tinder. To me making decisions is an intrinsic part of my personal take on life. Every decision for something is always a decision against something as well. So prioritizing also stands for the courage to risk making a mistake.

Personally, I'm not impressed by the "all at once" lifestyle some people lead. People who embark on thirty new projects all at the same time: learning how to play the guitar, attending a Spanish class, and joining the latest Sashimi cooking course in Globus – all at once. And this, because they're unhappy in their job, with their life? Why not get at the root of the real problem and make a bold decision, or genuinely apply yourself to what you have. Yet, some prefer to compensate mindlessly – instead of getting their priorities straight, once and for all.

Of course, priorities can only be set if you have a clear vision of where you're going. It's important to know what your goals are, to consider where you want to be in ten years time and what really matters to you. To have an idea about where an undertaking or where you personally are headed for – and don’t underestimate the importance of establishing how you intend to get there. For myself, I would always choose to row a boat above ever having to balance on a paddle board. Or I’d drive a 1969 Porsche, but I draw a line at riding one of those irritating e-bikes, however, popular they are. I’m also happy to fly to New York more often than strictly necessary, as I’m not overly worried about appearing at the Pearly Gates with an unblemished ecological record to my name. Yes, you can shake your head at my attitude, but in my defense I can say that I could have chosen not to reveal this about myself. In which case you would probably have a slightly better opinion of me now, but you’d forget me a lot faster too. Real life and branding have a lot in common.


This article also appears in PUNKTMagazin. The Swiss magazine combines economics, investment and lifestyle and is published every two months. Branders CEO René Allemann writes a column for the publication. You'll find more information on PUNKTMagazin here:

Tell a friend

Artikel wurde verschickt...

Copyright © Branders Group AG
All rights reserved. Any subsequent further processing, publication or permanent storage for commercial or other purposes without the explicit prior permission of The Brander / Branders Group AG is prohibited.

Comments (-)


René Allemann

René Allemann

Born in Zurich, René Allemann founded the consulting firm Branders in 2005. With 20 employees, the branding agency creates, maintains and manages brands. The Brander journal is published by the Branders Group.

The Brander is a publication of the Branders Group