The Power of Discipline:

In the promotional products industry, change is the only constant—and it’s accelerating. Tariffs, supply chain upheavals, AI innovation, and shifting generational expectations are rewriting the rules. In times like these, what separates the good from the great isn’t luck or talent—it’s discipline.

Discipline is not rigidity. It’s not about grinding harder for the sake of working longer. It’s about consistently doing what needs to be done, especially when it’s uncomfortable, inconvenient, or uncertain. And today, discipline is the competitive edge that will allow promotional professionals to not just survive, but thrive.

Jim Collins, in his book Good to Great, emphasized a principle that feels tailor-made for our moment: “Confront the brutal facts, yet never lose faith.” For those of us navigating the promotional products landscape, the brutal facts are everywhere—rising costs due to tariffs, delayed shipments, AI that’s rapidly changing how buyers source ideas and suppliers, and a new generation of clients who expect more, faster, and different.

Discipline means facing those facts head-on. It means not sugarcoating the shifts in our industry, not wishing for the return of simpler times, and not waiting for someone else to solve it. It’s about leaning into the disruption with eyes wide open—and the resolve to evolve.

Start by asking yourself: Where am I resisting reality? Am I still marketing the same way I did five years ago? Do I understand how AI is influencing my clients’ expectations? Have I updated my product knowledge, platforms, or processes? Am I talking to the new generation of buyers in their language—or mine?

Facing facts isn’t a one-time gut check. It’s a daily discipline. But once you do, you open up a whole new world of opportunity. You shift from reactive to proactive. And that changes everything.

In Collins’ framework, companies that made the leap from good to great weren’t led by charismatic cowboys. They were led by people who created cultures of discipline—organizations where self-motivated individuals took consistent action without needing excessive rules or micromanagement.

In our business, building that kind of culture starts with you.

Discipline in our world might look like:

• Blocking time every week to learn something new—whether it’s how to prompt an AI assistant, a new software tool, or understanding emerging market segments.

• Following up with clients consistently, even when it’s not urgent. The magic is in the follow-up.

• Holding yourself accountable to activity benchmarks—not just sales goals. Because effort compounds.

• Keeping your CRM up-to-date, your website relevant, and your messaging aligned with today’s buyers.

These are not glamorous habits. But they’re the ones that compound over time. Just like in the gym, the reps matter.

Discipline is also essential in how we respond to change. AI is not going away. Clients are not going to revert to the old ways of doing business. And Gen Z buyers are not going to suddenly embrace outdated sales tactics. So, we must evolve.

Adopting new technologies, refining our messaging, and learning to listen—really listen—to what clients value now takes unerring faith in your ability to grow and adapt. That’s discipline, too: the willingness to be a student again. To say, “I don’t know this yet, but I will.”

It’s the kind of discipline that builds trust. And trust, now more than ever, is the currency of the sale.

Here are three simple but powerful ways to put discipline into action this month:

1. Audit Your Outreach: Are you communicating the way your clients prefer? Email, text, video, social? Choose one client each week and ask what works best for them.

2. Dedicate One Hour a Week to Innovation: Block the time and guard it fiercely. Use it to explore an AI tool, watch a webinar, or read a trend report.

3. Reconnect with Your “Why”: Discipline is easier when it’s anchored in purpose. Remind yourself—and your team—why this work matters. Who you serve. What value you deliver. Why it’s worth showing up fully, every day.

Discipline is not a personality trait. It’s a choice. A commitment. And when you combine that with courage, learning, and a deep sense of purpose, you don’t just weather the storm—you shape the future.

Let’s be the kind of professionals—and the kind of people—who choose greatness through discipline. Because in a world that’s changing fast, the ones who win will be the ones who stay focused, stay true, and stay in motion.