Be more jellyfish.

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There’s a study out of the University of Copenhagen that stuck with me.

Jellyfish can learn.

No brain. No heart. Mostly water. Yet they change behavior based on past experience. They navigate obstacles. They avoid what hurt them before. According to marine biologist Anders Garm, they learn through exposure, not planning.

No strategy deck.

No roadmap.

Just contact with reality.

That’s uncomfortable for founders because it removes a popular excuse. If learning requires motion, then overthinking becomes a liability.

Many teams try to think their way into progress.

More frameworks → more time spent preparing to move. Meanwhile, the thing that actually teaches them anything never ships.

Learning happens after friction.

After feedback.

After something real bumps into the world and pushes back.

This is where brands stall. They want confidence before commitment. Proof before action. Safety before signal. What they get instead is stagnation.

If a jellyfish can adapt without a brain, your business doesn’t need another workshop to learn. It needs exposure. A test → a decision that creates consequences.

Here’s how to apply this without blowing things up:

Put one real message in front of customers this month.

Change one behavior in your funnel instead of redesigning the whole thing.

Watch behavior, not opinions → adjust quickly while it’s still fresh.

Tools should support the work, not hinder it.

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— Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I partner with brands to do the uncomfortable work that builds resilience. That’s how they become unshakable. Impossible to ignore.