Keeping the Momentum: How Leaders Avoid the February Creative Slump
The Copywriter Column #240
January is easy to love. New goals, fresh energy, clean slates.
But then February arrives. The excitement fades, the workload catches up, and teams start quietly wondering whether they’re making progress or just staying busy.
This is predictable, and if you lead a creative team, it’s your job to see it coming.
Why Momentum Stalls in February
January runs on novelty. February doesn’t. The goals are the same, the work is still there, but the emotional fuel is gone. What’s left is execution, and execution without visible progress feels like spinning.
It’s because creative work compounds, but the results lag. A campaign that’s 70% done feels the same as one that’s 30% done. Teams lose confidence not because they’re behind, but because they can’t see how far they’ve come.
And when leaders don’t address this, small doubts grow. Focus drifts. Energy scatters. And by March, you’re trying to rebuild momentum you never should have lost.
5 Ways to Keep Your Team Moving
1. Re-anchor to the quarterly focus
Say it again… and again… and again. Remind them what you’re building toward and why it matters. Repetition isn’t redundant. It’s reassuring! When the initial excitement fades, your team needs to hear that the direction hasn’t changed.
2. Make progress visible
Point to what’s been completed and name the milestones. Show people their effort is adding up even if the final result isn’t here yet. Sometimes the most valuable thing you can say is, “Look how far we’ve come since January!”
3. Protect the focus
Every new request, every unplanned priority, every extra meeting pulls energy away from what matters. February is the time to say no on behalf of your team. Absorb the pressure so they don’t have to.
4. Name what’s working
It’s easy to focus on gaps. What’s behind? What needs fixing? But teams also need to hear what’s going well. Confident teams move faster than anxious ones, and confidence comes from recognition – and that’s the leader’s job.
5. Communicate with calm repetition
Say the same priorities again and make tradeoffs visible. When you push back on a request, let your team see you doing it. Clarity isn’t a one-time event. It’s a steady signal that tells people they’re on the right track.
What to Do About Momentum If You’re Not the Leader
You don’t need a title to apply this, you just need to manage up with intention.
Make your own progress visible. Don’t wait for your manager to notice. Send a short update: “Here’s where the project stands, here’s what’s next.” You’re not asking for praise, but you are giving them the information they need to advocate for you and the work.
Ask clarifying questions early. If priorities feel murky, say so. “Just want to confirm: is X still the focus this month, or has something shifted?” This gives your leader a chance to re-anchor the team, and it signals that you’re paying attention.
Protect your own focus. When new requests come in, ask where they rank. “I can take this on, but it’ll push back Y. Is that the right tradeoff?” You’re not being difficult. You’re helping your manager make better decisions.
Flag momentum problems before they spread. If you sense the team drifting, name it. “I’m noticing some confusion about priorities. Might be worth a quick reset.” Leaders can’t fix what they don’t see, and the person who surfaces problems early is the person they’ll trust most.
Managing up isn’t about self-promotion. It’s about making it easier for your leader to lead well.
The Leadership Moment
February doesn’t demand more pressure – it demands more intentional presence.
Your team is doing the work. They just need to know it’s adding up. They need a leader who reinforces the focus, protects their attention, and reminds them that steady progress beats frantic output every time.
That small burst of leadership energy ripples further than you think.
Step up now. The momentum you protect in February is the momentum that carries you through spring.
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