As someone from a tropical country near the equator, skiing was not something I grew up with. But when I moved to Austria, I wanted to try and enjoy the sport that is such a big part of the culture here – and I’ve grown to love it in the short year since I started.

I've learnt a lot from my experience of picking up skiing as an adult. As another semester comes to a close and I reflect on what I’ve gained from my Master’s programme in content strategy, it dawned on me that there are many similarities between these two seemingly diverse things that I enjoy. (Or perhaps, I just have a knack for recognising patterns!)

Three things skiing and content strategy have both taught me

1. Keep your eyes on the goal, but stay flexible

Don’t let distractions – or falls – keep you from moving forward.

My first few times skiing were honestly as terrifying as they were delightful. When I tried a slope beyond my ability level, negative thoughts would cloud my mind – “Oh no, I’m going to fall!” “I’m going too fast!” “What if I collide with someone?”

But one piece of advice from a ski instructor helped me get out of my bubble: “It’s okay if you fall, just get up again. It’s more important that you enjoy the process.” I reminded myself of my goal – I simply wanted to have fun. Learning a new sport would be a bonus, but if not, at least I’d tried. With that in mind, I slowly but surely reframed my mindset. With every fall, I figured out what I could do better next time, and gradually, I built confidence and improved.

So how does this relate to content strategy? When planning and creating content, we may also get distracted by things that don’t align with our actual goals. It’s crucial to have a north star as a guide – what should the project accomplish? Why are we doing this? Defining these at the start and revisiting them throughout the process helps keep us on track.

That said, the journey matters as much as the destination. Sticking rigidly to a plan without room for learning can hold us back. Gathering feedback, making small improvements along the way, and adapting when needed are just as important as having a clear vision in the first place.

2. You’re never doing it alone

Whether on the slopes or in content strategy, teamwork makes all the difference.

On the mountain, I’ve had my fair share of tumbles and falls. Almost every time, someone passing by would stop to check if I was okay or offer a hand. I love this unspoken rule of looking out for one another – it gives me a sense of solidarity and makes me feel like I’m part of something bigger.

The same applies to content strategy. It’s a discipline that cuts across multiple teams and expertise areas. From getting management buy-in for a project to working closely with designers, developers, and stakeholders throughout the process, collaboration is key.

As my lecturer Deane Barker mentioned in a lesson on content management, the main challenge when implementing a new content management system (CMS) is often not the technology itself, but how people use it. A successful strategy isn’t just about picking the right tools – it’s about understanding human behaviour, meeting people where they are, and making sure the system actually works for them. So, communication and empathy are just as important as technical know-how.

3. There’s no one-size-fits-all approach

Both skiing and content strategy require adapting to the moment.

One key thing I learnt in my first semester at FH Joanneum (where I’m doing my content strategy master’s programme) is that there’s no single definition of content strategy. It can be approached from many angles – user experience, marketing, technical content, governance (the list goes on) – and every project is its own mix of activities tailored to its specific goals and context.

Similarly, skiing has no single way down the mountain. Every slope is different, and conditions change throughout the day. You have to evaluate and adjust based on what you encounter in the moment.

People also approach the same slope differently depending on their skill level and risk tolerance. As a beginner, I might take a longer, zigzagging path across the slope to control my speed, while an expert carves short, bouncy turns at full speed.

The key lesson? Whether in skiing, content strategy, or life in general, we need to sense and respond based on what’s happening around us. The “perfect” plan by the book is rarely the most effective one – the best approach is the one that taps your strengths, adapts to change, and helps you reach your goal in a way that makes sense for you.

Finding parallels in unexpected places

Do you have a hobby that’s unexpectedly taught you something about your work? Or a professional lesson that changed the way you approach a personal passion? I’d love to hear your stories!