Welcome back to The Academy, where you get the tools, tips, and advice you need to grow your business. Today I want to talk about something that gets thrown around constantly in marketing: results. Everyone says they deliver them. It’s almost become a cliché. But when you stop and ask what “results” actually means, the answer usually gets pretty fuzzy. And honestly, I think some people like it that way. No definition means no accountability. At Sanctuary, “Return Results” isn’t just a nice phrase. It’s one of our core values. We take it seriously because delivering real results is what makes all the difference. Sound intriguing? Let’s jump into it.

Something will go viral on Tuesday, we'll scramble to create our version by Wednesday, and by Thursday, it's already over. We're running faster and faster. In the end, we feel like we've ended up in the same place.

But there's honestly a better way.

Success can actually be found by doing less, with a renewed focus on vibe instead of virality. Some are calling this the Vibe Economy, where consistent resonance matters more than viral reach. I'd like to just call it Vibe Marketing.

Instead of "What's trending with the masses?" people are remembering to ask "What does our unique audience want and need to feel right now?"

It's a subtle shift, but it can change everything.

Stephen Covey’s timeless advice, “Begin with the end in mind,” has stuck with me for a very long time, and it guides how I approach my personal and business life.

It’s deceptively simple but powerful: know where you want to go before you take the first step. This is where vision begins. You have to take the first step, and I deeply believe in this idea as well. But you have to know where you're going when you step off, otherwise you'll likely get lost along the way. In practice, it can mean the difference between success and mediocrity.

If we take Covey’s advice seriously, it changes how we think about strategy, leadership, and our lives. Here are 3 core takeaways to explore.