#4 Is Your weekend truly off, or is work still in Your head?

How’s your weekend going?

Are you fully present — enjoying quality time with family, walking your dog, or crushing your latest Netflix binge? Or has your brain been stuck in the office, mentally preparing for next week’s meeting?

I’m not trying to ruin your Sunday here—stay with me. What if I told you there’s a way to stop this cycle and reclaim your weekends?

I know the second scenario all too well.

For years, Saturdays weren’t Saturdays.

They were just the 43rd weekday. Movie nights? I wasn’t really watching. Date nights? Let’s just say my BAE wasn’t thrilled when I wasn’t hearing half of what she said.

It didn’t matter where I was physically if my brain was still sitting in a meeting room, rehearsing talking points for a pitch or rethinking creative ideas.

The result?

I ruined countless evenings and weekends because I couldn’t disconnect from work.

Breaking the cycle

The turning point came when I realized the problem wasn’t the work itself—it was the lack of a system I could trust.

Without a system, every task felt like it had to be solved immediately. My mind couldn’t let go because it didn’t believe I’d have the time—or the tools—to deal with it later. This mental clutter rendered any time off completely null.

Physically, I could be anywhere. Mentally, I was stuck in the office.

Things started to change once I developed workflows I could rely on.

These workflows had one goal: To take me from a marketing brief to a polished proposal in a predictable, repeatable way. And with these systems in place, I could stop obsessing over next week’s deliverables.

I knew exactly what to do, how long it would take, and—most importantly—that I could trust the process to deliver results.

My Attitude: Replicating the in-store experience online

There are many ways to present a product online, but I’ve found one that works best: replicating the in-store experience.

When you’re shopping in-store, you ask the sales rep specific questions to compare products:

• Does this SPF cream suit sensitive skin?
• Is it water-resistant?
• How fast is it absorbed?

The same logic applies online.

People scroll and search, silently asking these questions. If your content doesn’t provide answers, you’re losing them.

But clarity alone isn’t enough.

Clarity ensures your content answers key questions. Creativity makes your content stand out and stick in your audience’s memory.

❌ Clarity and ❌ creativity? WTF to that.
✅ Clarity and ❌ creativity? You are blending in (not an option online).
❌ Clarity and ✅ creativity? That's just being weird (not in a good way).
✅ Clarity and ✅ creativity? An obvious sweet spot I aim for every time.

A method for crafting messages: The comparison criteria method

This method helps me craft clear, concise messages for each angle of a product.

Here’s how it works:

1️⃣ List the criteria customers use to compare products.
2️⃣ Turn each criterion into a two-word message (adjective + noun).

Examples:

• SPF cream: Full coverage, waterproof barrier, weightless formula, quick absorption, etc.
• Shockproof phone case: Ultra durable, drop tested, scratch proof, lightweight design, etc.
• Portable espresso maker: Compact design, barista quality, instant brew, travel ready, etc.

This clarity layer provides direct answers to customer questions, making your product more competitive.

A creative technique: Humor and absurdity

Once I have clear messages, I pick one key trait to emphasize and add a creative layer to it.

Here’s how it works:

1️⃣ Choose the product’s key trait (e.g., ultra durable, super portable, or waterproof).
2️⃣ Imagine an absurd scenario where that trait shines.

Examples:

• Shockproof phone case: A phone being hit by a hockey stick and surviving. Message: “Game-proof. Life-proof.”
• Portable espresso maker: Making espresso in a car at a red light. Message: “Barista-level coffee, anywhere.”
• SPF cream: Applying it underwater while diving. Message: “Protection, even in the deep end.”

This creative layer transforms a practical message into a memorable experience.

The result? Peace of mind and practice

With these systems, I don’t need to spend my weekend worrying about Monday’s meeting. I know I can deliver.

But here’s the thing: Creativity is a skill, not a talent. It can be developed with practice.

Having a technique is valuable, but practicing it makes it second nature. The more you use these methods, the easier—and smoother—it gets to craft standout ideas.

So, start practicing. Build that confidence. And reclaim your weekends.

Want more?

If you’re dealing with messages or creative tasks daily, check out my free email course. It breaks these techniques into actionable steps so you can start using them right away.

Until next time,
Tomas

Remember: 🛠️ Start Clear. 💡 End Creative.