As the end of the year arrives, it’s time to realize that there is a new year ahead or if you prefer, a new decade.

At least that’s what I’m told while reading newsletters. Some have been reminding me of this through their regular newsletters, making me aware of the opportunity they offer. Others start a sale and use that occasion to send their newsletters.

Independently from the approach, all are building on the growing habit to set new year’s resolutions. The habit started with promises to the gods in Babylonian times some 4000 years ago. It’s only in the last century that they became really popular. They are now building on the performance-driven idea of the industrial age and bringing the trend into self-development. With the rebels among us denying the idea or transforming it to other self-organizing approaches.

For marketers, it’s an easy way to build tension. They’ll either suggest that tools will help to set the resolutions or that their tool will help to keep them.

An interesting exercise for marketers is to search for the newsletters allowing for a tension that is not built on the fear of missing out.