More than a decade ago, I wrote a love letter to September, the month that has always felt like the true beginning of the year.

I’ve held that post close to my heart over the years, and as September 2026 approached, I went back for my annual reread.

It still resonates. And it still inspires me to grow, create and make more time for the things that matter.

There is something about the end of summer that creates space for a reset. We come back rested. A little clearer. Ready to stop talking about the things we want to do and actually start doing them.

Eleven years ago, I called September a time for plans, resolve and ambitious thinking.

I’m sticking with that.

But this year, one line in particular stopped me:

“My challenge is to find the time to fully commit to the creative process and to give myself the luxury to research more and better ways to tell the stories…”

Apparently, eleven years later, I still need to take my own advice.

I’ve spent a lot of the past few years doing the work. Advising leaders. Managing reputational issues. Shaping brands and stories. Writing for other people.

Somewhere along the way, I stopped making enough time to write for myself.

So I’ve used some of that wonderful golden summer energy to change that.

Caffeinate, the Blackcoffee blog, is back.

I’ll be writing regularly about brand, reputation, media, leadership and the things I’m seeing from the perspective that comes from a lot of years doing this work.

But before we get to what’s next, here’s my September story, first published in 2015.

Hopefully it inspires you to do a little ambitious thinking of your own.

And if you’ve got a minute, drop me a line. I’d love to know what you’re making time for this September.

S.

With gratitude,