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Adam Fairhead Adam Fairhead
October 03 2021
Choose happy

Choose happy

You have choice overload!

And so does your business.

Perhaps it’s time to make some decisions:

You could focus on one thing and do it well, or spread yourself thin and not be great at anything…

You could serve one niche really well, or FOMO into to trying to serve many niches at once…

You could full-heartedly pursue that product idea, or half-heartedly explore many at once…

You could do lots of things (including the ones you hate), or you could stick to the things you enjoy (and let others do the same)…

These are all choices we get to make.

Our lives reflect the choices we make.

Choose wisely!

(Tip: choose happy)

Adam Fairhead Adam Fairhead
October 02 2021
Product-Market Fit Is Easy

Product-Market Fit Is Easy

Is finding product-market fit difficult?

Only when you miss these core ingredients:

#1 Knowing your audience

Making anything without knowing who you’re making for is like throwing a dart at a dart board with a blindfold on.

You could get a triple-twenty and everyone would hear about it.

But it’s unlikely.

#2 Knowing their narrative

Knowing your audience then trying to distract them from their journey is like trying to convince cab-riders they should go somewhere different to their chosen destination.

You could get someone open to changing their entire plan.

But it’s unlikely.

#3 Committing to the ride

Knowing where your people want to go refusing to build your business around that journey is like trying to convince someone to buy shoes in the wrong size.

You could get someone who just really likes your shoes and is prepared to buy them on that basis, despite never being able to wear them.

But it’s unlikely.

Product-market fit is only hard when we’re focused on products, markets, and fitting them together.

But it gets easy when you focus on people, their journey, and facilitating that journey.

Adam Fairhead Adam Fairhead
October 01 2021
A Healthy Relationship With Risk

A Healthy Relationship With Risk

What’s your relationship with risk? 
As in, Right Now?

Here are 3 types of risk relationship. Which one best describes yours?

#1 Obsessed with risk

These people win big, having fixated themselves on the potential win. They also often lose big, having not considered the potential losses.

The former makes people bold. The latter moves people into the second bucket, below.

#2 Afraid of risk

These people either lost something, or can’t stand the idea of losing something. And so they may struggle to get something worth being afraid to lose.

There’s a better middle ground to look for instead…

#3 Friends with risk

These people take risks, and have made peace with the potential outcomes.

Maybe it works out great, maybe it flops… we’re friends with risk either way.

This is (I think) the healthy place to operate from.

This is where good ideas get the opportunity to actually go to market, but without sinking the business.

This is where innovation comes from — the ability to cite, “this may not work”, and be okay with the outcome.

Adam Fairhead Adam Fairhead
September 30 2021
Open the door

Open the door

Think you’re not in sales?

Think again:

Are you a developer who writes code all day? You’re in sales. You talk with other developers, you might hear of an opportunity nobody else could. Open the door so we can walk through it together.

Are you a project manager who talks with clients all day? You’re in sales. You talk with clients about their pains and journeys all day, you might hear an opportunity nobody else could. Open the door so we can walk through it together.

Are you a social media manager creating content all day? You’re in sales. You’re permanently connected to the largest sales system that ever existed, and might hear an opportunity before anyone else could. Open the door so we can walk through it together.

The question isn’t, “Am I in sales?”

The question is, “Am I stepping up in my sales role?”

Adam Fairhead Adam Fairhead
September 29 2021
Make Your Own Trades

Make Your Own Trades

The web is flooded with articles imposing arbitrary goals on new creators, loyal team members and budding entrepreneurs.

They sensationalise the quick win.

The lucky break.

The hustler who sacrificed everything.

Is all that necessary?

#1 Play by your own rules

We’re not all playing the same game.

That means it’s silly to compare someone else’s rules (and goals) with your own.

Choose your own goals. Choose your own sacrifices. Make your own trades.

We don’t have to change our life goals or the rules we play by, just because someone on the internet said so.

#2 Choose your own lifestyle

I don’t want a Lamborghini. They’re loud depreciating liabilities. I’d rather be playing a card game with my family.

But I do like financial freedom and long walks in nature. So that’s what we have.

Choose your own lifestyle based on what makes you happy. Not on what the Popular tab of Instagram shows you.

#3 There’s no secret

You may hear online that there’s a secret skill or industry necessary to reach your goals.

You may be looking for it in business magazines or blog headlines.

You won’t find it.

We’ve made clothes, websites, coaching programs, NFTs, fitness studios, software…

We’ve sold them using email, social, partnerships, advertising, live events, door-to-door, phone…

Choose your thing. Choose your space. There’s no secret, there is only work.

Any anxiety associated with the comparison between your journey and the journey of others is either FOMO (‘fear of missing out’) or envy.

Neither are good for you.

Neither improve your life.

But both diminish your appreciation of the things you decided were special to you.

Adam Fairhead Adam Fairhead
September 28 2021
How Companies Make You Feel Excited

How Companies Make You Feel Excited

How do some companies make you feel so excited?

This is how!

The three elements of brand connection:

  1. Your audience
  2. Your message
  3. Your expression

1) Your audience

Think you know them well enough?

Until you know their fears… how it feels to be in their shoes… their past …their lingo …their dreams and their goals…

…there’s still work to do.

2) Your message

Secret: it’s not your message.

It’s theirs.

They’re on a journey already. They’re sold on it. You can join them and make it easier if you choose.

The better you know their journey, the better your message will become.

3) Your expression

Combine #1 and #2 with contextual expression.

Express their message based on:

  • The step along the journey they’re on
  • The platform you’re communicating on

Newcomers on Facebook get a different expression than Champions on WhatsApp.

Get those 3 things right and customers won’t need convincing to buy. They’ll be sold before you even know their name.

Everyone tries to master #3 without mastering #1 and #2. That’s what makes marketing hard.

And what’s what will make your marketing easy.

P.S. You’re subscribed to the daily blog, right?

7 things we’re covering together here:

  • Putting customers first
  • Mastering your message
  • Marketing your brand
  • Daily marketing comics
  • Philosophy
  • Community
  • Being a digital maker

Talk soon!

Adam Fairhead Adam Fairhead
September 27 2021
The DisneyWorld Effect

The DisneyWorld Effect

Six Flags is a theme park.

So is DisneyWorld.

Why does one make you feel magical, and the other doesn’t? And how can that difference improve your brand?

#1 Feeling

Six Flags sells the ability to go on rides and eat food.

DisneyWorld sells a memorable experience.

Do you focus on your product (like Flags), or your customer’s journey (like Disney)?

#2 Innovation

Six Flags makes new rides for you to wait to go on.

DisneyWorld makes queueing fun, engaging, and air-conditioned.

Do you focus on the things you do, or the entire experience someone has with you?

#3 Integration

Six Flags sends you a payment confirmation.

DisneyWorld sends you a nice box in the mail with your “magic bracelets” to use at the park.

They’re personal. A reminder of what’s to come. The experience starts before you even pack your bags.

DisneyWorld isn’t just a theme park anymore. It’s an experience for your family.

Six Flags is still just a theme park.

How can YOUR brand transcend “being a service you buy” to “being an experience I can’t wait to tell others about”?

Adam Fairhead Adam Fairhead
September 26 2021
Success & Growth Discipline

Success & Growth Discipline

Ready for growth?

Here are 3 key insights our coaching team with makes sure that people grasp before coaching them, to make sure that they’re primed for rapid growth:

  • Communication-to-success ratio
  • Growth discipline
  • Narrative philosophy

Let’s go:

#1 These 2 things are directly linked:

  • The quality of your communication
  • The quantity of your results

Let this idea sink in & experience bigger results.

Your audience’s message is your message. Your job is to express it back to them.

#2 Growth is a discipline, not magic

You must communicate more often:

  • Call your clients
  • Engage them on social
  • Be in their world

Listen for patterns you missed.

No sense in defining the message if you won’t refine the message.

#3 “The best it’s ever been, the worst it’ll ever be”

That’s how we describe everything we ship. So should you.

It recommits you to the ongoing work of:

  • Understanding your customers
  • Expressing their message back to them

These 3 things are subtle mindset changes that make all the difference to your ability to lead your work to new heights.

Marinade in them. Your work – and those you serve– will thank you for it.

Adam Fairhead Adam Fairhead
September 25 2021
Innovation on the people-layer

Innovation on the people-layer

Tech is cool. We think of innovation meaning technology.

But true innovation happens on the people-layer:

Email didn’t revolutionise mail because it was on the computer and didn’t require a postage stamp.

It revolutionised mail because it made humans feel closer.

Google didn’t revolutionise search because we couldn’t search for things before. It revolutionised search because now anyone can find anything.

Web2 didn’t revolutionise publishing because it was on the computer and didn’t require a postage stamp, either.

It revolutionised publishing because it set information free.

Web3 isn’t revolutionising ownership because we had a shortage of things to own.

It’s revolutionising ownership because you’re finally in control of your ownership.

Tech is cool.

But innovation is about people.

Adam Fairhead Adam Fairhead
September 24 2021
“We didn’t spend anything on marketing”

“We didn’t spend anything on marketing”

“We didn’t spend anything on marketing”

This is a common flex among rising startups.

It’s also a lie.

#1 Marketing and Advertising are different things Not paying for advertising is not the same as not doing marketing.

Doing bartered or unpaid advertising is not the same as not doing marketing.

There’s more to marketing than writing checks.

#2 Time, effort and care were spent Understanding the customer takes time and care.

Learning what they need to hear from you takes time and care.

Expressing that message effectively takes time and care.

#3 Even the stage they’re flexing from is Marketing Being quoted from a publication, interview or event is marketing.

Being in the publication, on the interview or at the event is marketing.

Exploring ways to be in that media is marketing.

If a company genuinely “didn’t spend anything on marketing”, you probably won’t have heard of them.

Don’t feel bad about spending time, effort, care, and money on your marketing.

And don’t feel bad if half of it doesn’t work.

We only hear about the half that does.

Adam Fairhead Adam Fairhead
September 23 2021
You’re in marketing now

You’re in marketing now

This post is for you if you’ve ever said this:

“I don’t do marketing.”

I’ve spoken with leaders, execs, even salespeople who made this statement.

Allow me to challenge your thinking for just a moment:

#1 Do you lead people? Your people need to be sold on your vision.

Every day.

The way you represent yourself, your work and your business… …that’s all marketing.

#2 Do you tweet? Your words represent your work.

With every tweet.

Your rage-tweets aren’t just “expressing yourself”. They’re likely “bad marketing”.

#3 Do you talk to customers? Ever? You’re marketing the firm.

You might pick up the incoming calls at reception. You might answer customer support tickets. You might be a project manager.

You’re in marketing.

One of the big missed opportunities of many businesses is their failure to see how all of these things are, in fact, marketing.

Your competitors may have missed this, too.

That’s your opportunity.

Adam Fairhead Adam Fairhead
September 22 2021
Winning on Social Media

Winning on Social Media

I’ve been fascinated by observing those who tear ahead on social media.

And how different a roaring success on Twitter vs TikTok looks like.

But there’s a pattern to these successes.

Every platform responds to three levers: audience, message, and connection.

  • You learn who you’re talking to.
  • You learn what they need to hear.
  • You learn how to connect the two with on particular platform.

When we misunderstand or underestimate one of the 3 levers, it doesn’t work so great.

When we master all three, it works a treat.

That’s why following an Instagram course doesn’t work for everyone. They may have lever #3, but lack #1 or #2.

And it’s why having success on one platform doesn’t instantly translate to another: lever #3 needs to be understood.

Apply all 3 levers together and win.

Adam Fairhead Adam Fairhead
September 21 2021
Convincing People VS Winning People

Convincing People VS Winning People

Good marketing convinces people. Great marketing wins people. What’s the difference?

I’ve led a lot of sales calls over the years…

I discovered that there’s an entirely different set of skills required to lead someone to a good buying decision from decent marketing vs great marketing.

One requires you to “convince people to buy”.

The other invites you to “win them over as people”.

Here’s the difference:

Convincing people:

  • Listing available features
  • Comparing to competitors
  • Explaining how the service works
  • Wrapping it in a limited-time offer

Winning people:

  • Empathising with their problem
  • Sharing their vision for the future
  • Knowing the way to their goal
  • Going there with them

You can convince a mind to take a step after winning their heart.

But you can’t win a heart by convincing their mind.

Which do you do?

Adam Fairhead Adam Fairhead
September 20 2021
Don’t Automate These Things

Don’t Automate These Things

Here’s a list of 5 things you may think are pointless distractions in business, worth eliminating or automating away.

And reasons why you shouldn’t:

#1 Quick replies

You may not think it’s useful.

It is. People just want to feel heard.

You don’t need all the answers right away. Just let them know you see them.

#2 Warm welcomes

A hotel lobby with no welcome isn’t welcoming, regardless of decor.

Paying a coach without prompt acknowledgment or gratitude doesn’t feel good, no matter how good they are.

#3 Pointless check-ins

Calls without a point aren’t pointless. They show you cared enough to see how they’re doing.

If you only called your mother when you needed something, that’s not much of a relationship. Same with your clients.

#4 Hand-written notes

True: They’re inefficient, expensive, slow. Also true: They’re personal, intimate, caring.

That’s why mass-printed hand-written notes don’t work as well as personal ones.

#5 Better thank yous

One way to say thank you is to send a confirmation message. Or to say “thanks”.

Other ways: Call them. Send a gift. Retweet them. Publicly thank them on Facebook.

The list goes on. So does the ROI.

Adam Fairhead Adam Fairhead
September 19 2021
The Danger Of Being “All Set” VS “Busy”

The Danger Of Being “All Set” VS “Busy”

We’ve all heard of the “feast-or-famine” cycle.

Most of us know how to overcome it.

But there’s a bigger danger waiting when you do:

#1 First, you break the cycle

The feast-or-famine cycle is broken when you stop swinging from ‘busy’ to ‘desperate’.

Breaking the cycle means you stay in the ‘busy’ camp. That’s just the first step. It’s the second step that kills service businesses:

#2 The danger of being ‘all set’

Once a service is ‘all set’, unstable dependencies emerge.

Retainers you expect to stick around indefinitely. Key clients who dictate your schedule. Accounts that would hurt to lose.

You becoming an employee without benefits.

#3 Get ‘busy’, never ‘all set’

‘Busy’ means there’s lots going on:

  • You’re marketing.
  • You’re winning accounts.
  • You may even be turning accounts away.

‘All set’ has lots going on too, except:

  • You stopped marketing.
  • Stopped winning accounts.
  • You’re dependent.

It’s great to want your clients to stick around long-term.

It’s great to have more opportunity than you can take.

It’s great to know your audience and what they need to hear from you so you can earn new relationships at any time.

Don’t throw it away by moving from ‘busy’ to ‘all set’.

Adam Fairhead Adam Fairhead
September 18 2021
The data you need is right there

The data you need is right there

Marketing isn’t about collecting sage secrets from influencers.

It’s about knowing your people.

The data is right there. We just don’t always see it.

Here it is:

#1 Want solid market research?

One star Amazon reviews tell you what people expect.

Five star competitor reviews tell you what people love.

Picking up the phone lets you test your theories.

The data is right there, we just need to use it.

#2 Want your marketing to attract customers?

Get to know who they are.

Get to know the journey they’re on.

Get to know what they need to hear from you.

That’s your marketing. The data is right there, we just need to use it.

#3 Want higher prices and happier customers?

Make #1 and #2 constant habits.

E.g. Most coaches don’t want “to grow their business”…

They want to:

  • fill their programs
  • stop wasting time on FB groups
  • stop the months rolling by with no progress
  • marketing to be as easy as their sales calls

Message matters.

The data is right there. We just don’t always see it.

What will you build now that you can?

Adam Fairhead Adam Fairhead
September 17 2021
Your Hidden Salesforce

Your Hidden Salesforce

Here’s what I’ve noticed about “winning on social” after watching entrepreneurs socialise online (for 12 years).

There are 2 things the successful ones have that the unsuccessful ones don’t…

#1 Somewhere for you to belong

If you post but nobody sees it, you didn’t post. But if you know…

Know WHERE your people congregate, Know WHY they congregate there, Know WHAT they want there,

…You can be there & capture their attention with what they want.

Now you’re not ‘selling’. You’re facilitating success.

#2 Somewhere for others to belong

Do you help people with something specific that existing communities don’t cover?

Start that community.

Give them a WHERE to join. Give them a WHY to join. Give them WHAT they need to win.

Now you’re not ‘selling’. You’re facilitating success.

People want to move from Problem to Solution.

And while they struggle saying ‘Yes!’ to salespeople… they struggle not to want to join a group of winners.

Don’t underestimate the power of community. It’s a salesforce, client base and referral network all-in-one.

Adam Fairhead Adam Fairhead
September 16 2021
Don’t have a calendar like this

Don’t have a calendar like this

Which type are you:

#1 Empty calendar = successful #2 Full calendar = successful

Both are popular on social media these days. Which actually contributes to “success” the most?

#1 Empty calendar

The flex here is that you’re not obligated to do anything.

Well done, you delegator, you.

You have time to think. To connect the dots. To see around corners.

But if you don’t engage that opportunity with daily discipline of action, you’ll go soft.

#2 Full calendar

The flex here is that you’re highly in-demand.

Demand is good. Well done for having it.

But if you have no time to think… to connect the dots… to see around corners…

…you risk sacrificing the spark that created the demand in the first place. You’ll fall behind.

As with so many things, the sweet-spot is balance.

Show me a semi-booked calendar and I’ll show you someone who is growing.

Show me a full or empty calendar and I’ll show you someone who is stuck.

We need YOU to grow. It looks so good on you!

Adam Fairhead Adam Fairhead
September 15 2021
Get a new delusion

Get a new delusion

If you run a business, you might be delusional.

A new delusion might help you grow faster:

#1 Business coaches get in their own way by not believing in their skills.

Possibly because of the testosterone-fuelled charades of their peers.

‘Inability’ is usually a delusion. Get a new delusion: One where you’re worthy of your goals.

#2 E-commerce startups get in their own way by not believing in their brand.

Possibly because of the titan competitors who couldn’t niche like they can anyway.

‘Too small’ is usually a delusion. Get a new delusion: One where you can be the very best for your chosen few.

#3 Successful entrepreneurs get in their own way by making themselves blind.

Possibly thinking, “I have it all worked out”, or from fear of falling from grace.

‘Successful’ is usually a delusion. Get a new delusion: One where you stay close to your audience, not assuming you know them better than they do.

The world is very speculative, full of more fiction than we’d like to believe.

Get a new delusion. One where you’re worthy, able, and committed to those you serve.

Just watch what it does for your work.

Adam Fairhead Adam Fairhead
September 14 2021
Hey, No Negativity

Hey, No Negativity

Do you know what my biggest roadblock is to growth and progress?

My wife and I were talking about this today, so it felt timely to write about it.

Its probably your biggest roadblock too:

#1 Your relationship with yourself

I beat myself up quite a lot. My wife’s the same way.

For us, it’s a deliberate act to quiet the judgemental voices inside that state, “you’re not good enough.”

When we listen, we suffer. When we ignore, we grow.

#2 Your overthink

You might be thinking too much.

I’m a thinker… I love reading philosophy and comprehending the world and our experience in it…

…But sometimes, ‘think’ gets in the way of ‘do’. Don’t let that happen.

#3 Can’t is a four-letter word

We use “can’t” like a swear word.

It has its place… I’m not woo-woo and understand it has a role in nature…

But you probably need to wash your mouth (and brain) out with soap.

Stop swearing!

Most of business and creating is a mental game.

A game where you think you’re competing with the world.

But really you’re just competing against yourself.

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