We — well a mate and I — call it the Arrow Storm. It’s like Seth Godin’s Dip, but different. The experience looms large in the lives of professional creatives, but it’s not unique to us. Let me explain.
Imagine you’re a knight. Your enemies are a bunch of peasants on top of a hill. Once you get amongst them with your sword, they are almost literally mincemeat:
[The peasants] shouted out, and cried, “Put him to death.” When he heard this, he let his horse go; and drawing a handsome Bordeaux sword, he began to skirmish, and soon cleared the crowd from about him, that it was a pleasure to see.
Some [peasants] attempted to close with him; but with each stroke he gave, he cut off heads, arms, feet or legs. There were no so bold but were afraid; and Sir Robert [Salle] performed that day marvellous feats of arms. These wretches were upwards of forty thousand… he killed twelve of them, besides many whom he wounded. (source)
Whee! And that’s just one (doomed) knight without any armour or backup. In this scenario, you are advancing with your comrades and you have you armour.
Unfortunately, these peasants are armed with longbows.