So you’ve got a milestone anniversary coming up. A number that ends in a zero or a five, say, and carries more weight than your typical trip around the sun. Sure, we’ve all been there as people, but for companies like you, the world will be watching to see how gracefully you’re aging. Congrats and all, old sport—but now the pressure’s on!

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The four of us have worked with many of your august peers to make a splash in their banner years. We’ve helped orchestrate a half-centennial, centennial, sesquicentennial, and even a centennial plus five. (Certain more festive companies don’t need much of an excuse to throw a rager.)

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Across those experiences, we’ve learned that the most effective anniversaries are not just tactical exercises—they’re unique strategic opportunities. Sure, an updated logo, fresh merch and an epic gathering can be satisfying. But truly a successful milestone celebration can transcend the past to reinvigorate belief in what your company is becoming.

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That should start with your people. In an age of more transient work, many employees have a deepening desire to be part of something that’s built to endure. A big round number is your clearest evidence that the organization has been in it for the long haul—which means your people should be too. Use the occasion to communicate how critical their contribution is to your success. 

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That said, remember that reaching an impressive age is no guarantee of future success, or even survival. Craft a content strategy that honors your past, of course, but also describes why you’ll remain relevant in the future. You can connect time, space, and cultures by articulating a single purpose that links your earliest days to the chapters that lie ahead. Don’t dwell on the stuff you’ve sold over the years; emphasize the principles you’ve always followed.

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In that vein, resist the temptation to make it all about you. In a stakeholder economy, a milestone is a big opportunity to amplify the voices of all the enterprises and lives you’ve made more prosperous—customers and partners, causes and countries. Let their success stories be the chorus that sings “Happy Birthday” while you get ready for the candles.

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And by all means, extend the reach of the anniversary beyond the party—make it a platform to do big things. Declare new business goals and partnerships that stake your claim on the future of your industry. Announce philanthropic commitments that translate your shared purpose into deeper societal impact. Invite your communities to become closer neighbors. Hell, share a toast with your competitors—before long, they might become your friends. Maybe even your colleagues.

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However you choose to celebrate the big occasion, remember: this will be a highly visible strategic initiative worthy of investment. You’ll need to involve all corners of the organization and assemble a team with the bandwidth to give it the attention it deserves—especially if you plan to extend a drumbeat throughout the year. 

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So don’t dally in making your plans. Doing this right takes significant time and expertise, and you don’t want to be stuck at the last minute with nothing but a sheet cake in the break room. You deserve to be feted in a manner befitting your proud past and your bright future, and we’re always here to help. 

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So again, congrats in advance. Now get cracking, old timer!

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Indelibly yours,

Matt, Thom, Mike and Jeff