Getting better at the wrong things
The astronaut Chris Hadfield once provided perhaps the most important lesson in all of business, life, and marketing: “No matter how bad a situation is,” he wrote, “you can always make it worse.”
Joel Kelly
Whose side are you on?
A recent spam message offered me the opportunity to get “10–15 appointments every week” for my business, as if more meetings is the secret to success. These cold emails, messages, or calls are unwelcome because they’re not interested in me.
Flailing for attention
The job of a marketer is not to make marketing assets, or to implement tactics. Or to just get attention. The job is to get customers. Nobody cares about our ads, our social media posts, our videos, or even our newsletters. They care about their own problems, their own lives, their own jobs.
The game of wasting money
Knowing ourselves—what we like, what we’re best at, what we value above everything else—is what makes us different.
The noise before defeat
“The bold move is the right move, except when it’s the wrong move.”
Will your marketing work?
Your marketing position is a core part of the structure of your strategy, and of your business. In short, it’s the answer to these five questions:
What does “strategy” mean?
What does “strategy” even mean? What’s your definition? Do you see it as just a “synonym for expensive,” as one economist called it?