Recently, I ran the San Francisco Marathon. I expected the blisters and sore muscles. I trained for the hills. I knew it would be physically demanding. But what I didn’t expect was how much the experience would mirror the work I do in strategic communications—how the same principles that got me across the finish line also shape how I approach complex campaigns, build narratives, and lead through uncertainty.
Here are five lessons from the marathon that now live at the heart of how I think about strategy and storytelling:
1. Have a Plan and Stick to it
You don’t wake up one day and run 26.2 miles. You start with a training schedule, a calendar, a mix of long runs, rest days, a nutrition strategy, and strength training. You build a plan and stick to it, and you get results.
Strategic communications is the same way. Whether you’re rolling out a new brand, launching a public campaign, or preparing for a significant announcement, success depends on intentional planning. You need clear goals, realistic timelines, and enough flexibility to pivot when needed. A good plan gives you a roadmap and a reason to keep going when things get hard.
2. Find and Lean on Your Community
The long training runs were challenging, but what kept me moving were the early morning texts, group runs, training partners, coaches, and post-run coffees shared with others training for the same goal. The marathon itself was a sea of strangers (and many friends) offering water, high-fives, and encouragement when it mattered most.
In communications, community is just as essential. You need partners who will challenge your ideas, support your vision, and help you amplify your message. Whether it’s a team of collaborators, trusted advisors, or a network of champions, strategy is never a solo sport. Surround yourself with people who get it and who get you.
3. Run the Mile You’re In
The thought of running 26.2 miles is daunting. But thinking about mile 20 at mile 8 is a fast track to panic. The best advice I got before race day was this: Run the mile you’re in. Stay present. Focus on the task right in front of you. Don’t get ahead of yourself.
Strategic communications, particularly in challenging moments such as the year 2025, can also be daunting and overwhelming. Big goals can feel distant. But progress comes from small, focused steps. When the big picture feels daunting, narrow your focus. Do one task at a time, and move down the list. Run the mile you’re in.
4. Trust Your Training
The week before the marathon, I second-guessed everything. Had I trained enough? Was I ready? But there’s no shortcut to gaining fitness. You show up to the start line, and you’re either ready or you’re not. When the gun went off, I had no choice but to trust the work I put in over the previous five months.
Communications work often brings moments of doubt before a big launch, in the face of criticism, or when the unexpected happens. But when you’ve done the prep, including creating a plan, researching your audience, refining your messaging, and testing your materials, you can move forward with confidence. Trust your training. You’ve done the work.
5. Ask for Help When You Need It
At mile 20, everything hurt, my energy was fading, and I was so ready to be done. I stopped, grabbed electrolytes from a volunteer, took a breath, and texted a friend for encouragement. I didn’t need to be a hero. I just needed to finish.
The same is true in communications. Don’t wait until you’re burned out or stuck. Ask for input. Bring in reinforcements. Let someone else carry the baton when you need a break. A strong strategy isn’t about doing everything alone. It’s about knowing when to ask for support so you can keep going.
Final Thoughts
Running a marathon taught me more than I expected. I learned about endurance, mindset, and what it means to keep showing up for myself and for my community. But more than anything, it reminded me that communication, like long-distance running, is a long game. You make a plan, trust the process, lean on others, and take it one step at a time.
And when you finally cross that finish line, it’s worth it.