Contact Us


All posts from June 2019

559: The Future You’re Building

If you’re a sustainable or cause-driven company, you should consider the kind of future you’re building:

The first type is the “charge for your beliefs, pay for your beliefs” model. Take Apple’s products as an example. Are they the best? Debatable, but that’s their pursuit. Are their stores the best? Debatable, but they try to make it more human. Are their staff looked after? Depends, their US workers are generally well looked after, paid a good rate, and are proud of their work.

Do they protect those in their care? Debatable; they took our headphone jacks, but save us from badly-written-or-malicious apps thanks to their aggressive review policy.

Do they make an impact? Seemingly, in its sustainable production and materials, or (historically) the innovations they introduced over the years.

The alternative is the “make it cheaper, pay for cheaper” model. Take Amazon’s products as an example. Are they the cheapest? Debatable, but that’s their pursuit. Is their store the best? Debatable, they try to make it as void of humans as possible to make it as inexpensive (and fast) as possible. Are their staff looked after? None of my friends who have ever worked there say so. A race to the bottom doesn’t give too much room for them to be, nor does it give them a great deal to be proud of.

Do they protect those in their care? Debatable; they’re customer-first and very flexible on returns, but they’ll call a broken product from a suspicious seller “Amazon Choice” because their algorithms can be duped.

Do they make an impact? Well, they save us some money, right?

We create the world we want to live in with our purchases and our practices. What kind of a world is your company committed to building?

Tip: If you want to show your market what kind of world you’re making, go to and communicate clearly.

558: Is Your Business Like A Bad Book?

Ever bought a book that has a great message, but is painful to read?

Sometimes, that’s how sustainable and cause-driven companies behave in the marketplace. We just don’t notice it in ourselves.

I struggle to not finish a book, even if it’s a chore to read. I want the insights, the lessons, the takeaways, even if it takes some chewing to digest. But in the market, customers and prospects aren’t prepared to chew. They need your message spoon-fed to them with melts-in-the-mouth delivery.

They were trained that way by the marketplace. They were taught that things should be easier, more convenient. Those are the rules of play.

If your work is great, but your message is average, you will serve people well but get only average results. You’ll be a secret, and advertising won’t help you. Perhaps you’ve been in this spot, where you’re wondering why the world can’t understand how great you are. It’s not their fault, it’s yours.

If your work is poor, but your message is great, you will harness the market’s attention, but you won’t deserve it. You’ll sever relationships as fast as you make them.

If your work is great, and your message is great, you’ve the foundations for transformation: in the lives of those in your care, and in the areas you’ve elected to make an impact in.

Which combination best serves your business, those you wish to serve, and the difference you’d like to make in the world?

Tip: If you’re a sustainable or cause-driven company that’s in business to make a difference, focus on making your work great, and leverage to get your message right.

557: Documenting Greatness

Can achieving greatness be documented?

Can “any” sustainable or cause-driven company change the world?

Can we “follow the steps” to greatness?

We read the question and intuitively think, “Of course not, if it was that easy,  everyone would be great.”

And in there lies our first mistake:

We assume everyone will take action on what they learn.

…When they won’t.

Thanks to the Internet, we have access to as many documented paths to greatness as we could ever hope for.

Most don’t take the requisite action to materialize what is documented, though.  85-90% of people sign up for online courses that interest them–that they paid for–then drop out.

Why don’t people take action? We’ll get to that in a minute.

We assume many paths must surely be unique and inaccessible. 

…When they aren’t.

For sure, they vary from one person to the next. No path is ever truly identical. But since greatness can be documented, there are no shortage of familiar, accessible paths to success and contribution available to us.

If it’s accessible and documentable, why isn’t everybody great?

I believe that everyone, deep down, wants to be great. To do something important, meaningful. To contribute.

But inertia kicks in. Fear kicks in. Culture kicks in.

Greatness can be documented. But it must be accompanied by great leadership to manifest. Within yourself. For the benefit for your cause-driven company, and for the benefit of those in your care.

Tip: To overcome inertia, fear, and cultural barriers, tell a better story. Create a better narrative. can help you make that happen.

556: Sustainable Businesses Losing Meaning

How many sustainable businesses do you think start up but lose their meaning along the way?

Culprit 1: The marketing world

When faced with the promise of untold riches with a single technique or purchase, many experience a lull in their convictions. The Facebook ad that will ‘change your life.’ ‘You’re only one funnel away’ to success beyond measure. It’s a lie, but one many choose to believe.

It takes a brave soul to stand off against these messages. Moreover, it takes a better message to avoid the allure of such temptations. A message that is clear for you, but also for those you wish to serve. A message they too can believe in. One that makes marketing a pleasure–an act of service–rather than a pursuit of hidden riches.

Culprit 2: The rest of the world

When partners screw you over, customers leave bad reviews, and causes we vow to support only seem to get worse, disillusionment can be understandable.

Surely, the world was not designed for businesses like yours. It doesn’t quite know what to do with difference makers, do they deserve our support, or our ridicule? Are they stronger than the rest of us, or push-overs we can walk over if we choose?

The solution

We remain sustainable, ethical, cause-driven, through our definiteness of purpose and our ability to communicate that purpose effectively. To communicate it through the eyes of those we’d like to serve, rather than our own.

To tell a more powerful story than our conventional counterparts ever could.

Tip: If you need help crafting that story, can help with that.

555: Are You As Committed As You Say You Are?

How committed do you believe you are to your company, your clients, and your cause?

There’s a good chance there’s a gap between where you think you are, and where you actually are.

If you’ve ever attempted to recruit people onto your team, you’ll have seen people making this mistake over and over again.

But you may not have seen it in yourself. See if you can spot the pattern:

When you don’t fully commit to a job application, you don’t get the job. Boilerplate cover letters, impersonal writing, slow replies.

It’s understandable…they may have applied for jobs in the past and been rejected. Perhaps they don’t want to over-commit to any particular job through fear of rejection again. But it’s that fear that is keeping them in the rejection pile. If they had fully committed–despite the discomfort–they would increase the likelihood of being chosen, right?

When you don’t fully commit to a client, you don’t get to keep the client. Is your marketing personal or boilerplate? Is your marketing and language bespoke to their needs, or templated and cold? Do you reply quickly or do you defer to 24 hour turn-around time, or worse?

Again, it’s understandable…you may have pursued prospects in the past and been rejected. Perhaps you don’t want to over-commit to any particular prospect through fear of rejection again. But again, it’s that fear that’s keeping you in the rejection pile. If you commit fully, would that not increase your chances of success?

When you don’t fully commit to a cause, you don’t achieve the mission. Seeing the pattern here?

Is it something you’re genuinely pursuing, or merely paying lip-service to? Are you pursuing it as strongly as you say you do? Are you committed to its success, or do you have other goals on your mind? If you don’t commit fully, what are the chances of success?

Are you as committed as you say you are?

Tip: Commitment requires action, but it also requires the right communication. can help you get your words right, so that your commitment shines through.

554: Impostepreneur

Sustainable businesses and info-businesses suffer massively from this.

What do you call a market imposter disguised as an entrepreneur?

Call them whatever you want; for this post we’ll call them an Impostepreneur.

  • Great teams see customers as people to serve and protect. Every need an opportunity, not a problem. It’s not about harassing leads about your “super-secret recipe”. Rather, it’s about serving those in your care from Day 1.
  • Great teams see their company itself as the product, not just what they sell. The experience they’ve prepared for the market is what counts, every bit as much as the souvenir the customer keeps at the end.
  • Great teams see the world as their oyster, full of bounty and potential, waiting for them to enhance the lives of those they wish to serve. Not a pit of problems that unceasingly stand in the way of a desired “easy day”.

Where’s your focus? Serving those in your care, or coercing people to buy a super-secret recipe?

Tip: You let the market know you’re different with the way you communicate with the market. can help you with that.