Last week heralded three new clients, yet also marked the end of two accounts at Twotone. More than simply another week of agency life, I try to see every burn as a chance to learn.

One ending was due to unforeseen budget constraints & the other was a planned conclusion to a 4-month engagement.

In my view, the irony was that the unexpected ending project benefited from goodwill, trust & mutual respect throughout multiple events, a launch, and still more results in the pipeline. A bittersweet finale, but ultimately keeps an open door to someday work more.

The four-month assignment ended abruptly and a week early, leaving us scratching our heads. So, where's the lesson?

Well, two articles I read this week gave me comfort and clues:

1. "Anger Destroys Opportunity," Aaron Dinin, Ph.D's reminder that "responding emotionally doesn’t solve problems. It just creates new ones."
2. "Empathy Is a Non-Negotiable Leadership Skill." Palena Neale , Ph.D's actionable op-ed in the Harvard Business Review outlining how "Empathy in action is practiced through the questions we ask, the listening we do, and the quality of attention we give in elevating people and performance."

After a decade of doing business, we've learned that we can't avoid all potholes in our work, but we can ensure we calmly operate instead of choosing to escalate. Every bump in the road is a recoverable obstacle with the right attitude.

Winning can mean understanding the other party's position instead of thinking you're the main character in the argument. Easier said than done, I know, but that's where point 2 above rings true.

At Twotone, we gauge client happiness with weekly calls, consistent Slack communication, our worklogs of what we've done & plan to do, but ultimately, consistently putting ourselves in our client's shoes is what avoids snafus.

Sure, you can't win 'em all, but empathy mitigates the damage when you do fall.

Thank you very much for reading & have a great week ahead,

Jon

p.s.

Here are a handful of updates that didn't make it into the regular rubric:

• In Bespoked news, the SRAM Inclusivity Sponsorship returns to bring underrepresented builders to the show this October in Dresden.
• Before Bespoked, Everesting.com is doing a first-ever off-road edition of their famed challenges in the Pyrenees in September.
• I also was contacted by the organizers of the Salt Ride, inspired by Gandhi’s 1930 Salt March, this 7-day, 440 km ride through Gujarat, India this December. Very cool!

June

• 🇳🇱 11 Wheelrunner Wednesday Morning Ride (Weekly at 6:30am)
• 🇳🇱 12 Gregario Thursday AM Ride (Weekly at 7:30am)
• 🇳🇱 11-13 Bicycle Film Festival Maastricht
• 🇳🇱 15 Pirate Radio: Kootwijk. Veluwe Gravel
• 🇧🇪 17-18 Micromobility Brussels (I'm hosting a panel on Day 1)
• 🇩🇪 25-27 Let's meet at Eurobike
  • 26 RSVP for our 4th Annual Eurobike Dinner
  • 27 The Fahrstil Trendlounge

July

• 🇳🇱 5 Pride Ride Amsterdam
• 🇳🇱 12 Cash Up BMX Mayhem Jam Amsterdam

Bikes

Gravaa Partners with Twotone to Strengthen Their European Launch

Gravaa Partners with Twotone to Strengthen Their European Launch

Twotone Consulting, a leading cycling-focused PR and Creative agency, is proud to announce it has been chosen to launch Gravaa, the pioneering Dutch brand behind the Gravaa system’s adaptive tire pressure technology.

Twotone Amsterdam

Twotone Consulting Selected by Remco Tools to Launch Bike Lift at Eurobike and Assist with Its Global Brand Expansion

Twotone Consulting Selected by Remco Tools to Launch Bike Lift at Eurobike and Assist with Its Global Brand Expansion

Twotone Consulting, the Amsterdam-based agency known for its deep roots in the cycling industry, is proud to announce a new partnership with Remco Tools ahead of Eurobike 2025.

Twotone Amsterdam

TILER Selects Twotone Consulting to Spearhead EU Market Growth of Wireless E-Bike Charging Technology

TILER Selects Twotone Consulting to Spearhead EU Market Growth of Wireless E-Bike Charging Technology

TILER, the Dutch innovator behind the award-winning wireless e-bike charging solution, has appointed Twotone Consulting as its agency to lead its expansion into the European Union market. This collaboration aims to introduce TILER’s cutting-edge technology to a broader audience, enhancing the e-bike experience across Europe.

Twotone Amsterdam

Ideas

Announcing the 4th Annual CRANK! x Twotone Eurobike Dinner June 26th

Darknet Diaries EP 153: Bike Index

Book a desk at Workspace 6 on Nomadwise

Workspace 6 Coworking Space in Amsterdam

Find cafes & coworking spaces for digital nomads with fast WiFi, affordable coffee, aircon, comfy seating, plugs, and quiet spots. | Workspace 6

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Friends

Happy 40th to my former colleague Don Pottinger

#lifelessons #entrepreneurship #leadership | Don Pottinger | 31 comments

I just turned 40. Looking back at my 18-year-old self - the one walking onto Georgia Tech's campus, convinced I had it all figured out - I realize how much I didn't know. Here are the lessons that would have saved me years of unnecessary stress: **Don't ask for permission to do great things.** If you're waiting for someone to tell you it's okay to start that company or make that career change, you'll be waiting forever. **Your parents want the best for you, but their path might not be yours.** They came from a generation where education plus stable job equaled success. For me, change led to growth. **Study computer science, not computer engineering.** You don't want to spend your life in an office or a lab. You'll love building products and experiences for people. **Embrace change and get comfortable being uncomfortable.** It's the best way to grow. Every pivot, every failure, every "this isn't working" moment is data. **Lean into exercise - it will be your therapy.** Your best friendships will come from being fit. Soccer and weights will keep you sane through tough times. **Take your mental health seriously.** Don't bottle everything down. Seek therapy regularly. It's not weakness - it's maintenance. **Even when you achieve what seemed impossible, it won't satisfy you.** You can have an amazing wife and 4 wonderful kids, a successful startup, and work at Google. There's always another mountain. Find inner peace, not external validation. **Your family needs you present, not just successful.** Those moments with your kids go by faster than any sprint or deadline. **Burnout is real.** As you get older, you can't just push through. Sustainable pace beats heroic effort every time. **Prioritize sleep.** Everything else falls apart without it. **Eat real food.** Natural proteins, healthy fats, fiber, vegetables, fruits. Just because your body fat is low doesn't mean you're healthy. **You will be an example to so many.** Never forget that responsibility. Your actions ripple further than you think. **Trust your gut.** Usually you're onto something when you follow your instincts. If I could tell my 18-year-old self one thing, it would be this: slow down. Life moves fast, but you don't have to rush through it. As Bad Bunny says, "Debí Tirar Más Fotos" - I should have taken more photos. What's one lesson you wish you could tell your younger self? #LifeLessons #Entrepreneurship #Leadership | 31 comments on LinkedIn

LinkedInDon Pottinger

Peter Weigle on the Antritt Podcast

Josh Greet is reenergising sports photography by injecting it with sci-fi and folk horror visuals

Josh Greet is reenergising sports photography by injecting it with sci-fi and folk horror visuals

An early Steven Spielberg film and Dartmoor’s pagan history provide the backdrop for the Plymouth-based photographer’s collaboration with the community project, Arrival at One.

Radness

Dox Records presents: Dox Under The Tracks on One Jazz Net Radio

Thank you very much for reading!
Here's to being empathetic this week!