A friend once told me that in her line of work, "should" is considered a curse word. She's a mental health therapist and her reason is because "should" carries so many feelings and assumptions that are not necessarily our own. When someone feels like they should do something, rather than wanting or needing or deciding for themselves that they are going to do it, the action is done with some resentment or guilt. At the very least, it's done with less consciousness than the alternatives.
So, I run a marketing agency... why am I talking to you about "should"? Well, for one, it's something that I think is really important for people to hear and understand, just in general. I see people every day who are doing things they think they should be doing rather than doing the things they really LOVE and WANT to do. My friends say things like, "I should go to the gym," or "I should really eat healthier," or "I should not sleep in until noon on the weekends any more." And even though those may be great decisions for their health and well-being, "should" means that someone else is telling them what to do. In my opinion, it would be more powerful and self-evident for my friends to say things like, "I want to go to the gym," or "I am going to eat healthier," or "I will not sleep in past 10, even on the weekends, because I see that my sleep schedule is interfering with my social calendar." See the difference?
Anyways, as I mentioned before, I run a marketing agency. I'm not a therapist. Please don't ask questions about your mental health in my comment section. That said, I think it's great practice for business owners, marketing professionals, and the like to consider how they want or need to communicate with their customers - based on their own feelings, assumptions, hunches, research, and expertise - rather than how they feel they should communicate with their customers.
For example, a company might say something like, "we should run more newspaper ads in 2014," but what they may actually be saying is, "newspaper ads are not extremely effective for us, but many of our competitors appear in the business section so let's do what our competition is doing rather than what we think is best for our business." Conversely, there may be hundreds of articles out there about the power of social media and blogging and email campaigns, but it's most important to know how and why your company may use these tactics rather than simply saying, "we should try some new forms of advertising."
So this year, it might be helpful to approach your marketing plans and aspirations - and everything else - with whatever it is you WANT and LOVE and DESIRE instead of what the world is telling you you should do. You have so much to offer, I can't wait to see it!