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767: What’s The Point?

What’s the point…

…In this sentence? Words that don’t create intentional change are better left unsaid.

…In this post? Content that doesn’t create a change for those it was made for are better left unpublished.

…In that product or service? Offers that don’t create real transformation for their target markets are better off discontinued.

…In that company? Teams doing unimportant work that doesn’t create a net-positive impact on the world are better off insolvent.

When it comes to your meaningful work, the value you produce for the marketplace, and the story you tell… what’s the point?

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766: What Is Business Growth, To You?

Is it an obvious question with an obvious answer?

“More money and stuff ‘innit.”

Let’s consider the reality of this, though:

Growth could mean more freedom to choose projects that engage you, or to choose only a tight-knit team you really enjoy working with, or to only work certain days or times. Freedom is an acceptable byproduct of growth.

Growth could mean making more impact in the areas you’ve elected to take responsibility for, be they charities, community initiatives, or philanthropic ventures. Making a difference is an acceptable byproduct of growth.

Growth could mean creating jobs for people who may not otherwise have them, or to build a culture that changes the culture. Making great environments for people to do meaningful work is an acceptable byproduct of growth.

Why do you want to grow?

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765: The Things You Don’t Need… But Do

Focus and implication are essential to success. But remember not to cheap out on those in your care:

Your mobile app doesn’t need customizable app icons for the season. Yet when Twitterrific (a great Twitter app) gives a ‘baby yoda’ option during ‘Star Wars season’, you feel how much their team cares about your experience.

Your website doesn’t need to proclaim how it deliberately doesn’t track your user behavior. Yet when Basecamp (a great project management app) makes a rally cry against tracking (with technical proof), you feel how much their team cares about your privacy.

Your marketing doesn’t need to really understand you to get passable results. Yet when BuiltForImpact (a great website system) makes a focus on powerful storytelling website to transform brands, You feel how much the team cares about helping good companies succeed.

What don’t you need… that you actually really need?

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764: The Things You’re “Supposed” To Do

It’s a choice.

Travel to conferences and events: Go to them if they engage you and bring out the best in you for the benefit of your important work. Or stay home with your family if that engages you more, and let someone else to go. It’s a choice.

Overwork in the name of ‘hustle’: Do it if it engages you and brings out the best in you for the benefit of your important work. Or pick a pace of sustainable long-term engaging ‘toil’ instead, where you may not out-work them, but will almost certainly out-last them. It’s a choice.

Check your email this many times: Live in your inbox if it engages you and brings out the best in you for the benefit of your important work. Or pick 1-2 times per day you’ll engage email. Or let someone else do it if they’re better at it. It’s a choice.

Whenever something you’re “supposed” to do comes along… What will you choose?

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763: Build Things to Last

Unless you sell things like chocolate, bread and vegetables, consider the implications of building things that last a very long time.

Tension is wondering where the next gig comes from. Peace is building a system that methodically produces accounts and revenue.

Tension is hoping your star performer sticks around. Peace is building a culture that attracts star performers so genius is always in the room.

Tension is wondering how long you have until your chosen cause goes terminal. Peace is knowing your work and business is making an ongoing impact.

Tension is hoping your tools don’t break down at the wrong time. Peace is doing business with those who make things that last.

Tension is how you think things should be…but aren’t. Peace is embracing how they are… then resolving to do something about them.

When in doubt, build things to last.

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762: Great Marketing Should Be Unfair

Who are you fair to? And who are you unfair to?

We’re fair to people we like. Share half of the cookie. Make an offer that’s enticing enough to get them to opt-in, perhaps with self-liquidating offers on the backend to recover your costs. These people think you’re alright.

We’re unfair to people we like most. Share ‘half’ of the cookie and make sure they get the bigger half. Make an offer that gives them what they need and exceeds even their wants or dreams. These people stand by you.

By this token, good marketing should be fair…

…but great marketing should be unfair.

Are you being unfair to those you wish to serve?