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All posts in the Communication category

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799: “Don’t Worry, It Won’t Take Long”

I spotted this quote while switching internet service providers.

We’re used to making these seemingly throw-away comments while crafting customer experiences designed to delight.

Every word counts, though:

If it won’t take long, I wouldn’t be buying this. If the speed was acceptable, why would I be migrating? Would it not better empathize with an prospective customers abysmal speeds, affirming their decision to switch, instead of blasting them with ill-considered pleasantries?

This page was never about them. Remember, marketing isn’t about you, that includes loading screens. “It won’t take long” doesn’t assure a customer here as much as it panders to sign-up abandon rates. Every word and image we choose should be an act of empathy and service toward those in our care.

Don’t worry, this will take a while… but that’s okay, soon you’ll have connection speeds that would complete this form in 100th the time.

Don’t patronize and pander. Instead, be right there with those you wish to serve.

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792: Don’t Just Show Up

We’ve heard it said that showing up is 80% of the battle.

Why settle for 80%?

First problem: attention is pricier than ever. People are learning the value of their time and attention. It’s worth a lot more than they realize even today. With the whole world moving online, showing up gets you a seat in the busiest room in history.

Second problem: most people in the room are the same. Same marketing-speak. Same VC-funded hustle. Same fear in a suit. Millions of bodies, yet so few personalities.

You’re missing from the room. What if you were to show up as the real you, rather than adding to the above statistic? Most wouldn’t be missed if they were gone. Would you be missed?

Showing up is 80% of the battle. Bring your true voice and your vulnerability to show up 100%.

It’s easy to stand out when so few are brave enough to truly show up.

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786: Success Holds The Door Open

Do you hold the door open?

Or do you not have enough time to do that?

Unsuccessful, stressed out entrepreneurs ignore their families and pursue what they don’t fully understand. They fear their competitors because they fear a zero-sum game. Greatness doesn’t elude people because they don’t want it, but because they don’t know what greatness looks like.

Successful, happy entrepreneurs hold the door open. They hold it open for their partners and their mothers because they create time. They hold it open for competitors and market players to participate because the world is both small enough and big enough for them to grow ventures and make the date on time.

So, tell me again… do you have enough time for that?

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784: Stop Blaming Your Smartphone

People either love them or hate them.

The lovers consider smartphones to be a great connector. The haters consider them to be a brain-rotting distraction from meaningful work.

They are neither.

We are distracted by phones because we are easily distracted. Important work that the world desperately needs benefits from the world being more connected – including the millions who previously would never have been able to afford to connect with the world. The goal is not to hide from phones, but to learn how to control yourself, embracing the good.

We blame phones and their location tracking abilities because we have bad leaders. The ability to anticipate movements and personalize experiences for the benefit of those we serve is massively powerful, when in the right hands. It’s not the phone that is to blame, but the companies who misuse the power, and the governing bodies that refuse to govern it.

In so many areas of our industries and the world, we misallocate blame. Smartphones are today’s scapegoat, just like the TV was before it.

How would our meaningful work benefit if we looked beyond the scapegoats and improved ourselves and influenced change, instead of wasting time blaming our smartphones for things?

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781: Redefining The Way Things Should Be

Your industry has “a way things should be.”

So does the family you grew up in.

So does the way you and your team implement your important work.

It doesn’t have to be that way. Because your industry normally takes payment up front, doesn’t mean you have to. Because your industry requires its own distribution, doesn’t mean you have to. Because your family was okay with excessive drinking, doesn’t mean you have to. Because your team is used to marginal results, doesn’t mean you have to be.

What way should it be? What if you were to bill in an entirely new way, making it easier for people to choose you over anybody else? What if you strategically partnered with others in the industry to outsize your reach and potential rather than seeing everyone as a competitor? What if you carved a new, better path for your family or your company?

Make it so. The way things should be aren’t the way things should be because they’re the way they should be. They’re simply the way things have been done in order to confirm to the status quo.

Found a better way? Make it so.

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775: Perfect Isn’t The Point

It’s never perfect.

Your marketing message still needs work. Our Creative team specializes in creating marketing messaging that helps companies stand out, sell better and make more impact… but it’s messaging isn’t perfect yet. The market is forever changing and so, in turn, is the message they extend to the marketplace.

Your business’ strategy still needs work. Our businesses have advisors and mentors at different stages of development because challenges change as businesses grow. No strategy is designed to be perfect forever and so neither, in turn, is the work you deploy in your company.

The impact you seek to create in the world still needs work. Social problems are always emerging and with that comes opportunity to make a difference. If we want to be efficient and effective, our approach to solving problems must be dynamic and divergent. We can’t always solve tomorrow’s problems with yesterday’s playbook.

Perfection isn’t the point. Progress keeps us in the game and if we can make enough of it, we might just create something wonderful.