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Embrace the Suck

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Written by Jeff Ottman, Partner & EVP – Operations (Nashville, TN)

Were you expecting a more dignified title?

I have heard this being used more frequently. Intrigued, I did some deep research on a program called Google. You may have heard of it. They call it “Warrior Slang.” Feelings of courage, confidence, preparation, and shared suffering are brought forth through phrases meaning is deep, but summarized succinctly. Feelings of courage, confidence, preparation, and shared suffering are brought forth in these phrases. For me, the phrase “Embrace the Suck” represents a challenge and an affirmation.

Yes, this is a difficult challenge, but we can do it. We have done it before, and we can do it again.

We are entering our most active quarter. We refer to it as ”˜Budget Time,’ but it is so much more. All teams are focused on year-end projections, next year’s budget, updating market dynamics, refreshing capital projects, developing staffing plans, finalizing lease assumptions, and determining what projects will be completed by year-end.

But wait, we have more. There is a Yardi Implementation, our internal projections and budget; new clients in Tampa and Kansas City; and finishing our Own Worst Enemy (“OWE”) initiatives.

Yes, we are busy. However, we know how to “Embrace the Suck.” We have proven that year in and year out. Thank you for your efforts. They are recognized and appreciated.

To learn more about what “Embrace the Suck” means, click here.

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