Do this one thing before the end of 2025
Tis the 'spread the love' season
Whether you’re building your network to meet potential clients, grow your business, plot your next career move, or to make new friends (all equally valid, of course), there’s nothing like a little end of year love. It’s a very busy time, and many of us are stressed with deadlines to meet before we can bring our festive moodboards to life, so what’s better than letting someone know they’ve made a difference to you this year? You don’t need to send seasonal gift baskets (in this economy? Please), but consider a handwritten card, or yes, failing that, an email will do. Don’t forget the most important person of all, either. Spoiler alert, that’s you. We so rarely take the time to congratulate ourselves for what we’ve achieved in the year, whether work-wise or otherwise, so this is your invitation to do just that.
Putting altruism aside for a moment, spreading the love is actually healthy. According to Pysch Central, “research has shown that belief in the essential goodness in the world contributes to a healthy immune system”, and it also releases the feel-good hormones dopamine and oxytocin. You’re also contributing to a ripple effect: send someone a message letting them know you’ve loved working with them this year, and they might just be inspired to send a similar message to their colleague, and the chain continues.
And if we’re getting really cynical, it’s always a good idea to remind potential clients or professional contacts that you exist, in case there’s a great new opportunity on the horizon in 2026… Since we’re all so slammed at this time of year, it’s also worth considering sending your message European-style in early January, as a New Years card. This way, you’ll get more time in the spotlight because you’re not competing with 100s of other holiday cards (not that this is the point of this exercise at all, but it never hurts). Finally, if you want to grow your network in 2026, sign up to my very fun and very free Social Currency Project, where I’ll match you with a couple of interesting people for a virtual coffee.
Here’s how you can tailor your message depending on the audience.
To your clients
Back in the good old days, I hear people used to send snazzy gift baskets to their clients. Unfortunately many of us just don’t get paid enough to do that, but I like the thought. If you’ve got a healthy bank account, go ahead and send a basket of non-lame merch, or some festive snacks. Just be thoughtful, whether they’ve got known allergies, don’t drink alcohol, or are Jewish, Muslim or vegetarian and don’t eat candy derived from pork gelatin. Failing that, send a thoughtful handwritten note about how much you’ve enjoyed working with them in 2025, and that you hope to continue your professional relationship in 2026 and beyond.
To your colleagues
If you work in a team, you might well have an office end-of-year party, but these events are often focused on getting as drunk as you can without walking into HR violation territory. Make things a little more personal by writing thank you cards for your closest colleagues and bosses, mentioning something you’ve loved working on with them this year. It’s memorable, it will hopefully go up in their home where they’ll see it regularly throughout the season, and you’ll build a nice reputation as a thoughtful team member who shows appreciation for those around them.
To your potential clients and work contacts
Looking further afield, this is where a thoughtful note really goes the extra mile. If there’s someone you want to work with next year, or just someone you really admire in your industry who you’re connected with, send them a nice note. Pick out something you’ve followed this year on their journey, and mention it in your note. Maybe they appeared on a podcast and you really enjoyed the episode. Maybe they started a Substack you love (I’m expecting 3,239 end of year notes from all of you subscribers). Maybe they launched an amazing new non-profit, or ran a marathon, or hosted an art show. It doesn’t have to be strictly work, either — it’s often nice to remind people that you see them as an individual, not just as someone who’s a laywer / strategist / designer / [insert whatever they do for work].
To your friends
This is something I’ve been doing for about 6 years as part of my New Years traditions, and it’s always a highlight for me. I pick 10ish friends who I’ve loved spending time with this year, or who I miss, or who I haven’t seen enough of, or who have had a really great / really tough year. In fact, it’s probably most important for the ones who’ve had a tough year. I send them a message about how grateful I am for their friendship, how I’ve loved [ the trip / project / fun thing] we did together, and that I’m hoping for more of the same in 2026. If I’m feeling extra generous I’ll attach some photos of whatever we did together, which at the very least is always a much-needed reminder to self to go through my iPhone photos and delete all the random screenshots that are eating up my storage. While the majority of my friends are people who would usually roast me for sending this kind of message, I’ve been told they genuinely love receiving them, even if they’ll never admit it to my face. The added bonus is you’ll often get some nice replies returning the favour, which always feels great…
To yourself
And finally, on to the most important person: you. I co-hosted an event this week with the inimitable Stef Sword Williams, founder of Fuck Being Humble, and she advised everyone to create a folder in your phone where you collect screenshots of things you’ve done that you’re proud of. That folder would come in handy for this challenge: write yourself a note about everything you’re proud of for 2025. If you’re not a “dear me” style person (I’m not either), a normal list is already great. Make sure you include non-work things, too.
Some things I’m proud of myself for in 2025 include:
Working on an amazing project for Apple in Paris
Finishing up a 12 month project with Airbnb
Orchestrating an international move & getting into an MBA program at NYU Stern
Finally finishing the website for my company Social Capital, with my two incredible co-founders Hannah & Lauren
Snorkelling in the Great Barrier Reef despite being scared of sharks
Starting this Substack (and having one viral article)! I’m constantly blown away by the community on this app, and am recommending it to everyone who’ll listen
On the Social Currency Substack, we unpack the art (and science) of connection: from who to meet and how to meet them, to building your own ecosystem and creating those right-place-right-time moments that spark opportunity, whatever your goals in work of life. Expect interviews with people who do it best, practical hacks you can put to work immediately, and recommendations on tools, events, and strategies to grow your own network. You can find Phoebe at the imaginatively named phoebedodds.com.
What wonderful ways to connect that used to be so commonplace, but now they almost feel novel. I mean this is the best of ways. Thanks for taking us back to our humanity in a small way here.
Lovely read Phoebs 🩷