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513: Innovation and Messaging

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Innovation sounds exciting, futuristic, lucrative. But without its bigger brother, it’s just a distraction.

What’s the big brother.


  • Innovation without a strong message creates more distraction than progress. When we’re not clear on who we’re serving and how they need our help, we can’t innovate to their benefit. We’re as likely to go in the wrong direction as we are the right one.
  • Innovation with a strong message creates progress for our company and those it exists to serve. When we’re clear on who we’re serving, and what they need to hear, all new ideas are born from a desire to serve our audience. We’re not limited to mimicking competition, but enabled to create quantum-leaps in service.

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–designed specifically to get messaging right–will help us unlock our messaging and innovation potential.

Is your message clear enough?


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Helping teams doing work that matters, do more of what matters.


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Marketing Isn’t About You: The 2 things that matter if you sell things that matter.

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Latest on Adam’s blog

My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters for the betterment of your cause.

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898: What Will It Take?

“What will it take” nurtures mindful contributions of time and cash, enabling them to be efficient and essentialist with their resources. This mindset outperforms and outlasts chaotic competitors stuck doing whatever it takes.

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894: The Trick Course

“The path to success is to not buy sensationalist crap like this. Focus on doing your meaningful work for those you wish to serve, no shortcuts.”
I decided to save you the embarrassment by writing this blog post instead.

You are creating what matters.

How can we help you sell it better and make more impact?

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