May 31, 2019 Daily Post
What ideas are you putting your energy into right now?
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 BuiltForImpact.net. It’ll help you with that.
May 30, 2019 Daily Post
The funny thing about pricing, is that the price doesn’t matter:
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. BuiltForImpact.net can help with that.
May 29, 2019 Daily Post
Do you know which your market is looking for?
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 BuiltForImpact.net for more.
May 28, 2019 Daily Post
How nice should you be in business?
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 BuiltForImpact.net.
May 27, 2019 Daily Post
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.”
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, BuiltForImpact.net can make that happen.
May 26, 2019 Daily Post
What’s better than business automation?
And better than doing everything manually?
We find the answer in an unlikely place: orchestra.
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. BuiltForImpact.net can help you master yours.
May 25, 2019 Daily Post
Feeling the pinch in your business? You’re not alone:
When the market is down, stand up. You owe it to the marketplace to thrive.
Tip: Effective marketing is important to surviving market storms. Unless yours is perfect, check out BuiltForImpact.net.
May 24, 2019 Daily Post
Ever wish business were simpler?
It’s more difficult to build a business that matters than it could be. But it’s because we have so many choices available to us. It’s because we get to choose what to focus on.
So long as we focus on something.
What’s your focus?
Tip: Marketing messaging is very difficult to get right, because of the number of options available to us. Thankfully, BuiltForImpact.net has systemized getting this right.
May 23, 2019 Daily Post
The size of our results is limited by how far we delay the How:
By separating the What from the How, we tell ourselves a better story – one that will create a bigger, better result.
What’s your story?
Tip: Your customers and prospects probably aren’t separating these, limiting their story. You can rewrite their story with your marketing. BuiltForImpact.net can help you do that.
May 22, 2019 Daily Post
Everything you do supports–or conflicts with–your story.
The companies we lead and serve all have a narrative. Are you clear on yours? Are you representing it well?
Tip: If you’re not totally clear on your narrative, BuiltForImpact.net can help with that.
May 21, 2019 Daily Post
When someone buys something from you, it’s not because they want what you’re selling. You fit into a larger narrative:
Working with you may be because of the problem you think you’re solving, but it’s often not about that at all. You fit into a larger story. The better you know that story, the better you can design your work to help those you wish to serve.
Tip: If you want to harness that story and position your work as the natural next step for those you wish to serve, BuiltForImpact.net can help you with that.
May 20, 2019 Daily Post
How often do you inadvertently communicate negative message to your prospects and customers?
Whether we mean to say these things or not is not the point. In the moment, it’s how other people will interpret it. Interpretation matters: forget what you think your marketing says, what does it really say to those you wish to serve?
Tip: If you want to make sure you cover the bases in you marketing message, communicating clearly to your audience, not just to yourself, BuiltForImpact.net can help.
May 19, 2019 Daily Post
Do all great companies start with the next big idea?
Your narrative about your work is different from the market’s. If you’re too busy listening to–and sharing–your narrative, you won’t hear the story going on in their minds. How clear are you on what your market needs to hear–and see–from you?
Tip: There’s a simple process for finding out who they are and what they need to hear from you. Check out BuiltForImpact.net to find out.
May 18, 2019 Daily Post
It’s not obvious to you, and you may not feel it yet, but you’re being watched:
If you do great work and you tell your story effectively, some will take notice. Not in tsunamis of monetized engagement, but in drips and drops, over time.
Tip: If you’ve got the ‘great work’ part covered, check out BuiltForImpact.net for the ‘tell your story effectively so people will take notice’ part.
May 17, 2019 Daily Post
We like scarcity.
Owning something rare is cool. The tension to buy something that may not be available tomorrow can be a thrill. There’s something better, though:
If you’re trying to create exclusivity (or, worse, false-scarcity) consider what it could do for those you wish to serve by instead creating inclusivity. Then celebrate your champions: you need them as much as they need you.
Tip: Getting the messaging right for this sort of thing can be tricky. BuiltForImpact.net helps make it simple.
May 16, 2019 Daily Post
When we talk to the marketplace-and it listens-it’s trying to figure out who your message is for: them, or yourself?
Your marketing message hurts or heals your market-there is no middle ground. Which is yours?
Tip: If you want to be certain your marketing message heals vs hurts your market (it is always one or the other) check out BuiltForImpact.net.
May 15, 2019 Daily Post
What’s a million dollars worth if you don’t use it properly?
What’s a week of uninterrupted time to work if you don’t use it properly?
Misallocated effort is what holds us back:
We rarely have energy, potential, or money problems. We have misallocation problems. Are you investing in the mission you set out to achieve?
Tip: If a free investment in enhancing your company’s marketing message seems like a good deal, head over to BuiltForImpact.net.
May 14, 2019 Daily Post
There are 3 paces of development. Which is yours?
Every morning, every project, ever meeting, every sales call, we have the opportunity to pick a pace of development. What will you choose?
Tip: Approaching the marketplace with the right message will help enable the difference we want to see in the world. BuiltForImpact.net can help you make that message.
May 13, 2019 Daily Post
…because it’s already been done:
You can’t stand out if you’re busy trying to fit in.
Tip: If your company wants to stand out with an effective marketing message, take a look at builtforimpact.net
May 12, 2019 Daily Post
What do you do with your weaknesses?
On our pursuit to create change, it can be all too easy to be all too hard on ourselves. Be kind. We need you.
Tip: If a weakness for you and your team is effective marketing, give it a chance with BuiltForImpact.net.
May 11, 2019 Daily Post
Does doing more make more results? There’s a better option to ‘more’:
Doing more doesn’t give us more. But doing better makes us better. Are you committed to ‘more’, or ‘better’?
Tip: If you want a better marketing message, that helps grow a better business, look at BuiltForImpact.net. It’s built for ‘better’.
May 10, 2019 Daily Post
If you offer a product or service in the market, what makes it worth paying for?
Results, price, experience, atmosphere, there are many things by which we can compare our work to others. But the area we have most control (and are least likely to focus on) is the story you–and we–tell ourselves about your work.
What narrative are you telling to the market?
Tip: If you want help telling the right narrative to the market, BuiltForImpact.net can help with that.
May 09, 2019 Daily Post
What is history? The stories we tell in retrospect. We have two choices when it comes to history:
Want to make history? Tell a story that will stand the tests of time. History only remembers the stories worth telling.
Tip: Companies doing good work owe it to their market to make history. We made BuiltForImpact.net to help companies stand out with a message worth sharing.
May 08, 2019 Daily Post
Innovation sounds exciting, futuristic, lucrative. But without its bigger brother, it’s just a distraction.
What’s the big brother.
Messaging is massively underrated compared to its little brother, Innovation. But we need a clear message to stand out, sell more, and make an impact. Tools like BuiltForImpact.net –designed specifically to get messaging right–will help us unlock our messaging and innovation potential.
Is your message clear enough?
May 07, 2019 Daily Post
Along the road toward making a big, long-lasting sustainable impact with a business, folks sometimes get distracted:
Here’s what Shiny object syndrome looks like at work: I have yet another new product or service idea! And another! Look at this hip new software, we should try it right away! Now, there’s nothing wrong with improving your services or operations, but when they take your eye off your own brand, they become a weakness. Are you excited about your work, your brand? Or are you more excited about other people’s brands than your own? How can you get others excited about your ethical sustainable cause-driven brand if you’re not excited enough yourself?
The question is… is your brand the most exciting brand in the world, to you?
Or do you get more excited about a new car with a fancy logo on the front? Or a shiny new wristwatch with a fancy logo on the face?
There’s nothing wrong with nice things, but when they take your eye off your own brand, they become a weakness–at that point there’s something very wrong with them. Maybe you pass on an important business investment or campaign because you ‘needed’ to spend that money on new toy instead. Or you spend more time reading about tech or something rather than refining your own story.
When other brands steal your affection away from your own brand, you invest less in what matters. Are you proud to wear your own brand? Of what it represents?
Here’s a tip: Your brand message should be clear enough to send a message to the world. BuiltForImpact.net can help you tighten your message if you don’t stand out enough.
May 06, 2019 Daily Post
What was every great empire built upon?
What one ingredient was present across every great empire?
Here it is: Empires Are Built On Simple Messages.
The messages that last are the messages we remember. Here’s an example:
“Darkness cannot drive out darkness” – MLK. His message was one of heart and equal opportunity. Minorities and majorities alike needed a simple, clear message. MLK gave them one.
What’s your message? Have you made it simple enough to build an empire on?
Let’s look at more examples of messages that stood the test of time:
Who said this: “Never, never, never give up.”
Of course, it was Winston Churchill? We know it when we hear it. His message was one of grit and fortitude. Great Britain needed a simple, clear message and Churchill gave her one.
Here’s another. “Just do it.”
Who said that?
Of course, it’s Nike. Their message is one designed to make people get up and exercise. They took a simple premise and personified it. People who want to just do it, wear Nike.
There aren’t many companies that communicate clearly and simply enough to achieve such awareness, adoption, and support. And there’s nothing stopping any company–yours included–from achieving similar results if they commit to a simple message, too.
However you decide to refine your message, remember: empires are built on simple messages.
Here’s a tip: BuiltForImpact.net builds simple messages that help any (good) company communicate in a way that enables them to stand out, sell better, and make more impact.
May 05, 2019 Daily Post
To the outside world, sustainable brands do complex things.
But to those doing it all the time, it can feel simpler than it sounds, can’t it? When you know what you’re doing and you do a great job of it?
Well, here’s a thought: if it’s simpler than it sounds, why not make it sound simple?
See, it’s easy to make things complicated. Many of the marketing posts online are celebrated for how well they comprehensively cover an array of complicated tricks and tactics. Many companies tout how complicated and nuanced their products are. But is complex and complicated a good thing?
Don’t people want a simple solution to their problem, not another headache? How could you make your message…simpler?
Sustainable brands often make things hard for themselves. It’s hard, to make things simple. Simple is an absence of complexity. That requires saying no to some things. Sustainable brands struggle with this because they want to solve problems for people. But making things simple involves understanding something enough to know what you can say no to. It involves knowing what works well enough to make it simple, elegant.
Marketing, for instance, is complex. And it’s complex to make simple. But if you don’t make it simple, it won’t get done. You’ll just be left to celebrate those comprehensive articles alongside your competitors. How can you make your marketing…simpler?
That’s one of the reasons we built BuiltForImpact.net – because we wanted to make it simple, so that it would get done, properly. So that companies can stand out, sell better, and make more impact, without worrying about 100 different tactics.
What ways are you over-complicating your business, and what can you do about that?
May 04, 2019 Daily Post
Does your sustainable business advertise?
Here’s a phrase you may be familiar with: “Don’t Set Off If You Can’t Afford The Gas”.
I first heard it when I first tried advertising. Oh how true it is.
Nowadays, our Creative team receives a lot of requests from sustainable brands for help with advertising campaigns. The reply they give is often very similar.
Here’s the first point.
Your communication skills must first improve: Everyone’s does. Yours does. Ours does. The market doesn’t stay still, and neither should you. If people are confused about who you’re talking and what you’re saying, they won’t convert even if you have the best offer in the world…will they?
Here’s the second point… and it’s something we occasionally forget in marketing sustainable businesses: PPC means pay per click. That means paying for every click, whether it’s profitable or not.
It’s hugely effective if you can see it through… but not if you run out of cash before you get there, right?
So. Do you have a message that will scale? Paid advertising simply enables us to multiply the reach of an existing result. You can’t make up in volume what you lose per transaction.
(Tip: If you want to get your message and your targeting right, BuiltForImpact.net is designed to do exactly that. And it’s free to start.)
May 03, 2019 Daily Post
We attract what we’re close to:
Why not do both? We get to choose how much proximity to greatness e expose ourselves to in our learning and our experiences. Where are your decisions leading you: toward growth and impact, or status quo?
Tip: BuiltForImpact.net distills the work of the world’s greatest minds into a simple marketing plan; take a look.
May 02, 2019 Daily Post
Did you know that the single biggest threat to your mission…is yourself?
Difference makers are held to a higher standard. It’s your responsibility to improve yourself so you can improve the world.
Tip: If you want to stand out, and sell better so you can make your vision happen, go to BuiltForImpact.net and make it so.
May 01, 2019 Daily Post
If you’re really great at what you do, you are replaceable.
…But wait, isn’t it usually the people who aren’t great that are replaceable?
Here’s the interesting thing about that: The best leaders and team members always seem to try to replace themselves – even though they’re not going anywhere. Why is that?
If you hold on to “your thing”, you become a selfish bottleneck, rather than someone bent on helping the company grow. If it’s the you-show, you’re only holding it back.
The art of being replaceable means you’re actively looking for ways to enable others to do what only you can do today. That empowers the company for more consistency, reliability, and scale.
Becoming replaceable is a goal we should all share.
You see, once you’ve become replaceable, you can turn your attention to the next thing the company needs most. You know…the thing it badly needs but can’t yet do–that thing. You may even already know what it is. Until you’re replaceable in your current work, you won’t have time for that.
If the company matters to you more than your ego, try to make yourself replaceable: only then can you remain focused on what the company needs most.
Here’s a tip: The best marketing is done in the same way every time… When it uses a bomb-proof blueprint, anyone in the company can represent the team with success. BuiltForImpact.net is a great blueprint for exactly that.