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616: More On Things That Last

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Last February, we talked together about investing in things that last.

I thought I’d unpack in a little more detail some differences between what does – and doesn’t – last for companies doing meaningful work:

Things that don’t.

Tactics fade. There are countless tactics across industries, and each tends to lose effectiveness with saturation. Invariably, by the time there are umpteen online courses preaching the majesty of a particular tactic, it’s too late.

Hacks/tricks fade. “Hidden secrets that will transform your business” aren’t hidden and won’t transform your business. These suffer the same fate as the tactics above. A dependency on tactics may bring small injections of results, but are all short-lived in their nature. If it’s in a blog post, it may already be losing its luster.

‘New’ fades. An iPhone X is ‘new’ until the iPhone XS is released, or indeed any annual cycle flagship device. If ‘new’ is your advantage, prepare for its short shelf-life. Some things get better with time. Others hold value as a brick swims.

Things that do.

Great offers last. A powerful offer that speaks to the needs of a particular body of people, that is not predicated upon certain tactics or hacks or newness, is an asset that will last. Great offers are rare, given the marketplace’s tendency to commoditize itself. If you have one, t’is a precious thing.

Great messaging lasts. Part of the power in the offer above is in its ability to understand who it’s talking to, and what they need to hear from you. This communication ‘superpower’ extends to your entire operation. A lifelong learning exercise and a gift that never stops giving.

Great mission lasts. If you’re making an impact in an area your audience shares a heart for, your connection with those in your care will far exceed your competitive advantage. Consumers wear their hearts on their sleeves, heads, backs, feet, etc.

Invest in things that last, for your enterprise to stand the test of time and make a lasting difference in the lives of those you wish to serve.


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


Adam’s New Book

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

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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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647: The Lonely Leader

If a leader has no followers, are they really a leader?
We see this question pop up a lot. Perhaps it’s one of the reasons we’re so often proud of – or lust after – large numbers of followers on social media.

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646: Saying Goodbye

If–as the Stoics said–nothing that is natural is evil, perhaps we can ‘get the message’ that the journey is to be relished. Indeed, it’s the only part of our work we ever truly have.

You are creating what matters.

So how can we help you
sell it better & make more impact?

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