And That’s All I Have To Say About That.

Forrest GumpForrest Gump got a lot of things right.

When he decided he wanted to buy a shrimp boat, he got one. When he wanted to run, he ran. When he felt like mowing the lawn, that’s what he did.

Maybe more importantly, when he felt like he didn’t want to run anymore, he stopped.

I’m not stopping so much as changing direction, I guess.

But the long and short of it is that this is the last post you’ll read on Brass Tack Thinking.

BTT started in 2008 as Altitude Branding, and I wrote about branding and communication and the web. Then a couple years later, it became Brass Tack Thinking, with a bigger shift toward social media, social business and more specifically the change that came along with all of that.

My work over at SideraWorks still encompasses a lot of that, and 2014 is going to be a pretty pivotal year for us. So as we move forward, you’ll find my posts about corporate culture, organizational transformation and all that stuff over on that blog. If you’re still interested in those topics, I’d encourage you to subscribe over there and stay on top of the exciting announcements we’ll have in the upcoming months as well as content on business strategy.

In large part, because of my big investment in our business and the growth of our firm, I just don’t want to write “business stuff” in a bunch of different places.

I’m also very much missing a writing outlet on the web that’s distinctly me. Amber. Not a brand, not a “content strategy”, not something that’s striving for authority or rank or lists. Just a blog that’s kind of a hodgepodge of career stuff and random things I find on the web and funny life stories and introspection and whatever moves me in the moment.

I’ve had too, so that domain will redirect over to the new site (I have weird rationale for why I’m not keeping that as the main destination but that for another time).

The last five years here have been nothing short of rewarding and frustrating and immensely personally and professionally valuable.

One could argue that this blog helped me get my book deal as demonstration of that elusive online “platform”. I’ve certainly been able to build a voice and some level of industry influence through my writing here during my independent consulting days and my time with Radian6.

But those things are really part of my firm now, and that’s where I want to concentrate my effort on the professional front.

The rest of me needs somewhere else to go.

Because frankly, whether everyone works this way or not, I find I like to have a place to think out loud online, to express emotion and share the highs and the lows stumbling through life. That encompasses a lot of topics. It has nothing to do with being a “personal brand” as I’m willing to wager I’ll have  a fraction of the readership I’ve enjoyed here over the years and I have no intention of doing anything remotely resembling a ‘newsletter’ or adhering to any kind of content calendar.

The new site is over at I hope you’ll join me over there for what’s sure to be a fun and eclectic adventure.

Brass Tack Thinking will live on here as kind of a permanent archive of all the content. Much of it is still relevant and hopefully useful, and there are plenty of links out there that I don’t want to break. I’ll be sure to link to it from the new site too. There just won’t be any new posts here in the future. I’m sure someday, when it’s all dated and irrelevant, I’ll quietly take it down and buy it a beer. But for now, you’ll be able to find the last five years of content right here.

For all of you who have been a huge part of the Brass Tack Thinking community over the last years, I really don’t have appropriate words. “Thank you” seems like not enough, but gratitude is very much what I feel.

You’ve challenged me, supported me, participated in rousing dialogue and laughter, called me out, lifted me up, and perhaps most importantly, supported each other. I know you’ve taught me much, and that the folks who were lucky enough to be part of this community learned stuff too.

I know this is the right thing for me to do at this moment. It’s just time for me to stop running. Here, anyway.

Maybe I’ll buy myself a new tractor to go with the new site. That seems like a pretty nice evolution to me.

Thank you again for everything. I’ll see you around the ‘webz, you misfits, you.

  • Clay Hebert

    Thanks for the ride and all the great content, Amber.

    I’ve learned a ton from your site and have answered a lot of other people’s questions by just sending people to various posts of yours.

    I’ve always enjoyed your writing (business and personal) and I look forward to the new evolution and your and Matt’s continued success at SideraWorks.

    Hope our paths cross again soon.

    • Amber Naslund

      Thanks so much, Clay. You’ll surely be hearing from me around the web, just in a more focused way (I think). BTT has been a blast. Thanks for being here.

  • Nate St. Pierre

    This site has helped me out over the years, but more importantly, YOU have. I love transition points, and I’m excited to see where you go from here. I’ll still be lurking!

    • Amber Naslund

      I’m excited to embark on some new stuff, too! I’m glad we’ve gotten to know each other and we’ll get together for that Bombers burger soon!

  • Kaarina Dillabough

    Best wishes to you, on the next chapter of your journey. Cheers! Kaarina

    • Amber Naslund

      Thank you, Kaarina, and thanks for being part of BTT.

      • Kaarina Dillabough

        Can’t wait to join you on your new site :)

  • Rosemary ONeill

    I admire your courage in taking this decision, which couldn’t have been easy. Thank you for all of the fantastic posts here, and I’ll be on board for wherever the next chapter unfolds!

    • Amber Naslund

      Truth is that it was easier than you think. Sometimes things have a way of letting you know it’s time, and the evolution of my work and personal world just made for a good transition point. Thanks for being along for the ride, and I hope I see you on the new site!

  • L Philo-Cook

    Thanks for sharing words of wisdom, random thoughts, crazy tirades and thought-provoking content. I have appreciated your original thinking very much. I salute you for continuing to move forward with a focus on what’s important to you. Best wishes.

    • Amber Naslund

      Thanks so much! Especially the “crazy tirades” part. That’s my favorite.

  • Karin Wills

    Very nice transitional post Amber. I already enjoy all things SiderWorks and will look forward to whatever offers in future.

    While following slightly different meandering routes I often feel like we are on parallel paths.

    • Amber Naslund

      Thank you, Karin! Hope to see you over on the new site. I think life is a lot more about the twists and turns than it ever is about the straight lines. :)

  • write4unj

    I will miss Brass Tack Thinking but look forward to the “just you” blog (as well as continuing to follow you at SideraWorks). And I love the name for your new website (shades of the King of Siam).

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  • Erin Read (Ruddick)

    Thank you for all the terrific insights, Amber. I’ll happily jump on my own tractor and follow you to amberetcetera.

  • Angela Moore

    At first I got nervous reading this that you weren’t going to be writing anymore. But, PHEW! Keep up the great work and good luck in your new writing ventures. I’m coming along for the ride!

  • Ravindhar

    Thank you so much Amber for everything you did with your inspiring columns and I will miss your writing and all the very best to your new journey.

  • Joseph Manna

    Thanks, Amber, for your time and energy in managing this blog. I appreciated your perspective and posts along the way.