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All posts from May 2019

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536: The Things Worth Investing Your Energy Into

What ideas are you putting your energy into right now?

  • By the time it’s in a course that made a guy rich, it’s not going to work for you. The market responded to something exciting, new, but now everyone’s doing it.
  • The only things we can rely on, are innovation, and the things that never change. Reliability. Consistency. Empathy. Connection. Care. These things don’t go out of style, do they?

The market rewards us for care & discipline. Or for luck. Which would you prefer to invest in?

Tip: If you want really connect with your audience, and show them you care–that you’re unique–check out It’ll help you with that.


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535: Pricing Simplified

The funny thing about pricing, is that the price doesn’t matter:

  • Almost anything is worth the price if it leads to success. The only obstacles are in understanding what success looks like, and communicating how it makes that happen.
  • Almost everything is too expensive if it leads to failure. No amount of discounts and marketing “hacks” will save a solution in search of a problem that doesn’t exist in the target audience.

There’s value in helping others succeed. But very little in everything else. How clearly are success and your works connected in the minds of your audience?

Tip: Communication is key to making the connecting between success and your work. can help with that.


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534: The Paintbrush VS The Artist

Do you know which your market is looking for?

  • The market for a paintbrush is ready to try to create something themselves. It may be art, it may not be. A subset of the market may be persuaded to hire an artist, but they’re not yet ready. Others may never need an artist (they’re painting their walls).
  • The market for an artist doesn’t want a paintbrush. They’re buying your expression–your emotional labor–not your tools. They may not yet know the costs, but a paintbrush is a lousy down-sell for these folks because it doesn’t solve their problem.

A market looking for an artist won’t opt-in for a free paintbrush. Know your audience’s goal. When designing an offer to serve our market, we should remember to keep the focus on solving the problem at hand.

Tip: If you want to be sure your offer is good–and that your market knows it–check out for more.

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533: Too Nice Is Not Nice

How nice should you be in business?

  • Not very nice: Steve Jobs was not very nice. Employees feared him. Yet he founded one of the most successful companies of all time, creating products millions of people love (or love to hate).
  • Nice enough: Richard Branson routinely celebrates trusting employees and giving second chances, which spawned a collection of over 200 companies.
  • Too nice: Studies have for many years suggested people who are ‘too nice’ are seen as untrustworthy, dishonest, and likely to be trampled all over by life.

The first two options both contain success, change, and disruption. The third, not so much. Nice guys finish first. It’s the “too nice” guys that finish last.

You get to choose where you sit on the scale. Choose mindfully.

Tip: The way you and your peers position yourselves affects how your brand is perceived by the market. To take control of that perception, check out

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532: You Should Doubt More Often

Bertrand Russell famously said, “The whole problem with the world is that fools and fanatics are always so certain of themselves, and wiser people so full of doubts.”

  • Your work might be for me. It may solve a problem I face perfectly. It might speak to the fears and dreams I have. It may be led by a mission I too believe in.
  • But then, it might not. There may be similarities on the surface, but perhaps my problem differs beneath the surface. Or perhaps my beliefs differ to yours.
  • Knowing the difference enables us to market effectively without appearing to be sensationalist snake-oil salesmen. It enables us to speak the language of our chosen few, those who will derive maximum ethical advantage and transformation.

Our marketing power comes from clarity in those we serve, confidence in the message we share with them, and a healthy dose of doubt that we may have it all entirely wrong. From doubt, inquisition and innovation are born.

Tip: If you want to get more clarity over your audience and the right message to share with them, can make that happen.

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531: What Your Business Can Learn From Orchestra

What’s better than business automation?

And better than doing everything manually?

We find the answer in an unlikely place: orchestra.

  • Automation is all the rage because it enables us to do things the same way clinically every time. But it does require us to manually manipulate the system if the results must change.
  • Can manual work scale? Not really, but art wasn’t meant to scale this way. Rather, it’s designed to be appreciated for its lack of scalability.
  • The elegance of soft systems is that we get the best of both worlds. We get the dynamism of manual, and the scalability of automation.

Orchestra is the ultimate soft system, because it combines masterful delivery with the intelligence and organic nature of a group thriving from their performance.

How could your work benefit if you a strived a little less toward automation, and a little more toward orchestration?

Tip: Delivering your marketing message the same way every time is a joy once mastered. can help you master yours.