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But that doesn’t mean it’s not worth it.

Walk into any small business in Hawai‘i today and you’ll hear it in a dozen different ways: there just isn’t enough time. Time to write the email you’ve been meaning to send. Time to stay consistent on social media. Time to follow up with that customer who asked a good question but never heard back.

As I have stepped into 2025—my 40th year—I’ve been thinking a lot about one word: Consistency.

I’ve spent years helping mission-driven organizations and creatives share their message more effectively, and here’s one of the hardest truths I’ve had to learn (and re-learn):
Great content isn’t enough.

Let’s be honest: we to often, yet unintentionally, put roadblocks in the way of the very people we’re trying to reach.

Of all the sessions I teach in my new online course, this really is the one I am most passionate about. It’s the session I spent the most time on and so far has received the most encouraging feedback—and the reason is simple: building a foundation of feedback is the most important part of communication, especially for nonprofits and mission-driven businesses.

I didn’t go looking for contact management software—I actually ran into it while helping clients. As a freelancer, I was focused on delivering great work, not on finding a system for myself to track leads, follow-ups, and client conversations.