Each and every week the Square Holes team are deep in the bowels of a number of projects, working to mine all of the insights that we can to help grow businesses and support thriving cities.

These insights are used by businesses and organisations to innovate their offerings, move into new markets, track their impact and hone their products and output. Each week we will be sharing a broad insight that we have learnt for you to use in your own work.

Let us know what you find valuable!

Jason: Go with the flow

My thought this week is Flow. As part of our 2026–2030 strategy, Flow is now both a value and a strategic pillar. For years, I’ve called it ‘effortless magic ’, and it’s back. Flow isn’t about working harder; in creative and research work, better outcomes don’t come from removing friction. Psychologist Mihaly Csikszentmihalyi described flow as a state of deep immersion where the work itself becomes rewarding. It’s a bit like The Karate Kid: ‘wax on, wax off’, ‘paint the fence’, ‘sand the floor’. At the time, it feels repetitive, even frustrating, but it’s building systems, rhythm, and muscle memory. Then suddenly, “show me,” and everything clicks. That’s Flow. In our world, when systems reduce distraction, when the fundamentals are embedded, and when the team is skilled and aligned, what feels hard for others becomes natural, even playful. Curiosity expands, insight flows, and that’s when the magic happens. Flow is a part, ‘10,000 hours’ and part ‘Wax on, wax off’.

Mahalia: Decision paralysis

Recently, I’ve been struggling with decision paralysis. It happens when I’m overwhelmed by too many options, excessive information, or fear of making the wrong choice. I get stuck and then fail to make any decisions. I’ve had a perfectionist mindset since I was little, and it has held me back from trying things, lest I’m not immediately brilliant at it. This year, I’m leaning more into a sense of play and freedom in the way I make decisions and try things. No choice is final, but not making any choices because of fear will hold me back.

Dylan: The same bus

Setting research projects up for success begins with clarity and shared understanding. A well-defined project plan (e.g., timeline, mission, core research questions, etc.) ensures that all stakeholders are aligned on objectives, methods and expected outcomes. Without this, projects risk becoming unfocused.

Clear goal setting is particularly critical in research, where ambiguity can cause delays or wasted effort. Distilling the project to a central research question or purpose helps maintain direction. Equally important is collaboration; effective communication between team members and the client fosters accountability and helps surface gaps early on in the project cycle. Studies have identified a common disconnect between those initiating projects and those executing them. This can be minimised by co-developing briefs, encouraging feedback and refining expectations collectively (something we achieve though or mission workshops).

Ultimately, project success depends on everyone ‘getting on the same bus’ – working toward a shared vision with focus and ongoing communication.

Think your business or organisation could do with some insights? Contact us here.