Growth

Our 2026 Guiding Word: Growth

I’m not great at sitting still.

Not physically (though that’s also true). I mean mentally. I like to tinker. I like to fix things. I like to chase down the next big idea and figure out how to make it work. And for someone like me, having a single word to guide an entire year can feel… limiting.

Here’s the thing I’ve learned: constraints aren’t the enemy. Sometimes they’re exactly what keeps you from spinning out. (Looking at you, 5P Framework)

The Power of One Word

Let me back up. If you’ve never heard of choosing a guiding word for the year, it’s exactly what it sounds like. Instead of a list of resolutions you’ll abandon by February (no judgment—we’ve all been there), you pick one word that becomes your filter for decisions, priorities, and focus.

No, I didn’t invent this concept. I can’t take credit for it. But I can tell you that it works.

Last year, our word was rooted.

We needed it. There was so much noise happening outside our walls—new AI tools launching every five minutes, competitors pivoting in every direction, the constant temptation to chase whatever shiny object floated past. “Rooted” kept us grounded. It reminded us to focus on our foundations, strengthen what was already working, and resist the urge to rebuild everything just because everyone else seemed to be doing it.

It was exactly the right word for where we were.

So Why “Growth” for 2026?

I know. Growth. It sounds cliché. It sounds like something you’d find on a motivational poster next to a stock photo of a mountain climber.

But hear me out.

When I say growth, I don’t just mean revenue. I don’t just mean bigger numbers on a dashboard. I mean something harder and, frankly, scarier.

I’m challenging every single person on our team—including myself—to grow personally and professionally this year.

And here’s the uncomfortable part: it’s going to look different for each of us.

For one person, growth might mean finally speaking up in meetings instead of staying quiet. For another, it might mean letting go of control and actually delegating. For someone else, it might be learning a completely new skill that feels intimidating and unfamiliar.

For me? I’m still figuring that out. But I know it involves stepping into spaces that don’t feel comfortable yet.

What Stepping Outside Your Comfort Zone Actually Looks Like

“Step outside your comfort zone” is easy to say. It’s a lot harder to do when you’re staring down something that makes your stomach flip.

Growth isn’t:

• Taking on more work
• Saying yes to everything
• Grinding yourself into exhaustion

Growth is:

• Doing the thing that scares you a little (or a lot)
• Being honest about what you don’t know (this is a big one)
• Asking for help when you need it (ok, this is a big one, too)
• Trying something new even when you might fail at it
• Learning from that failure and trying again

The reason I chose this word is because we’ve built a strong foundation. “Rooted” did its job. Now we actually have the stability to stretch, to experiment, to push ourselves without worrying that the whole thing will collapse.

That’s what earned growth looks like.

So here’s my question for you: what’s your word?

Maybe you’re in a season where you need to slow down and be rooted. Maybe you’re ready for growth. Maybe your word is something completely different—focus, courage, balance, or rest.

Whatever it is, I’d encourage you to pick one. Write it down. Put it somewhere you’ll see it. Let it guide the decisions that feel murky and remind you what you’re working toward when things get noisy.

We’ll be over here, collectively stepping outside our comfort zones. Wish us luck!

Want to hear more about how we’re putting “growth” into action this year? Join the conversation in our Free Slack community, Analytics for Marketers!

– Katie Robbert, CEO

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