The 1% Mindset: Lessons from Steven Bartlett's Diary of a CEO and Flight Studio

Bartlett’s public persona and professional methods divide opinion. Some buy-in to his ethos and methodology, whilst others roll their eyes at the pretentious nature of his posting. Whatever side of the fence you might sit, there is no disputing that the growth metrics, listens, and calibre of guests speak for themselves. 

This success has not come about by chance, but instead a commitment to ‘sweating the small stuff.’ A mantra of trying to be 1% better each day than the last, built upon a commitment to experimentation, testing, learning and iteration. 

The 1% mindset is rooted in the belief that small, consistent improvements compound over time to create extraordinary results. Bartlett frequently emphasises this approach on Diary of a CEO, drawing on anecdotes from his entrepreneurial journey and interviews with world-class leaders. It's not about quantum leaps; it’s about showing up every day, learning from micro-failures, and iterating relentlessly.

In digital creation, this mindset is especially relevant. The industry prizes innovation, but true innovation often emerges from mastering the basics and iterating upon them with precision. 

Like it or not, digital marketing is a data driven industry. The way Bartlett’s team test and experiment with purpose - from seeing which colour subtitles effect retention on a video to whether or not starting with b-roll changes drop-off rates - generates precise data that helps inform future creative decisions, completing the feedback loop. Their campaigns succeed not because they reinvent the wheel but because they elevate existing strategies and content through the knowledge extracted from extensive experimentation and data. Each new experiment helps build on the last, the efficacy of each compounded from past learnings.

But, outside of the bubble of Bartlett’s team, what lessons might we be able to adopt in thinking about digital content creation within an agency context?

1. Relentless Focus on Quality
Bartlett’s work demonstrates that quality trumps quantity, especially in content. In a sea of noise, the standout campaigns are those that deliver genuine value, whether through storytelling, design, or execution. Taking the time to refine your work by 1% daily — better scripts, sharper edits, or more insightful analytics — adds up over time. 

2. Iterative Experimentation
Flight Studio’s campaigns often feature creative risks grounded in data and iterative testing. For agencies, this means treating every piece of content like a live experiment. What happens if you tweak the headline? Does a slight adjustment in video pacing boost engagement? With platforms offering real-time insights, incremental improvements aren’t just possible; they’re essential.

3. Resilience Through Setbacks
The Diary of a CEO is filled with stories of failure turned into growth. Bartlett openly shares the tough moments that forged his success, reminding us that setbacks are part of the process. For agencies, this means embracing feedback—both from clients and audiences—as fuel for improvement rather than criticism to avoid.

4. The Power of Compounding Skills
Bartlett often credits his success to building strong networks, and for agencies, this concept of compounding skills is amplified through collaboration across teams. When content creators, analysts, designers, and strategists work together, their shared expertise elevates the end product far beyond what siloed efforts can achieve. By fostering open communication, breaking down silos, and encouraging co-learning, agencies can unlock innovative solutions and create work that stands out in the fast-paced digital world.

The digital landscape is unforgiving. Audiences have shorter attention spans, and platforms constantly evolve. In order to stay ahead of the curve - or within touching distance of it - we need to evolve our working practices and the questions we ask ourselves on a daily basis. 

There’s no hiding from the fact that the 1% mindset relies on buy-in at company level. It’s a cultural shift in mentality where ‘sweating the small things’ isn’t just rewarded, it’s expected. It rests on a combination of hard work, curiosity, and the drive to improve. It’s about showing up, striving to be better than yesterday, and trusting that the small improvements will add up. 

So next time you face a daunting task, ask yourself: What’s the 1% improvement I can make today? It might not seem like much now, but over time, it could make all the difference.

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