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693: They Won’t Steal Your Secret Recipe

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Do you have a secret recipe?

I have some, I’m sure you do too. Here’s the problem with secret recipes:

For as long as they’re a secret, they’re useless.

Want to know what I do with mine?

I put them in blog posts so they’re not secret anymore. So the world can see them. So I’m challenged to give those recipes form, flavor, nuance and hopefully, a modicum of elegance. The trappings of your innermost thoughts excuse flabby, unfinished ideas from working out and being their best. The requirement of pressing “Publish” on yours whips them into shape.

I put them in documentation so something can be done with them. A recipe that isn’t produced the same way every time isn’t a recipe, it’s a ‘happy accident’. It’s a recipe when it’s written down and repeatable with predictable results. The consequent benefit is the ability to then refine your recipes, making them ever more effective.

I put them in books as time allows, so others can build upon the recipes. We all know the person who learns most in a good classroom is the teacher, so the natural next step from documentation (an environment where others can repeat your steps without necessarily understanding them) is to equip them with a full understanding of every nuance of how that recipe came to be. Your recipe can thrive and develop, and those who read it will not forget its source.

So. Do you have a secret recipe? What will you do to stop it from being a secret?


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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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941: Avoid Opinion Neutrality

People don’t just buy your products. They buy why they exist. They buy as an expression of a shared belief.
If you’re opinion neutral, there’s no reason to buy beyond the need for an essential, marginalized commodity.
Are you opinion neutral? How can you be a little more yourself, for the benefit of your work and for those you wish to serve?

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940: They’ll Steal, That’s Fine

They’ll steal, that’s fine. I’ve had bodies of work stolen, even falsely attributed in award ceremonies – things that I made, and worked hard on – they‘ll steal, that’s fine.
In some cases, it’s indefensible; in others, our attorneys took care of it (and then some).

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939: The Disease Is The Cure

Don’t know how to make the sale? Sell more. You’ll find the pain behind the pain that needs solving, by spending more time with those you wish to serve. The disease (sales problems) is the cure (just keep selling).
What are you struggling with?

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938: Your Selfish Secret

When you’re not that great, and everyone knows it, you’re safely discarded by the market.
When you’re the best, and everyone knows it, you’re able to influence significant change.
Are you being a selfish secret? What are you going to do about it?

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937: Connecting With Ideal Clients

When you go where they are and you call upon those who are not ideal – by casting a broad net or by focusing on the wrong people – then you will, naturally, attract lukewarm interest from an unpredictable array of individuals.
When you go where they are and you call upon those who are ideal – very specifically – the right people will be the ones to respond.

You are creating what matters.

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

Built For Impact

BuiltForImpact Websites

by Fairhead Creative

BuiltForImpact is a focused one-page online distillation of your message with a concentrated focus on ethical, effective sales.

Marketing Isn't About You

Marketing Isn't About You

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Our latest book to help you understand the two things that matters if you sell things that matter. Get 3 chapters free:

Marketing Review

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Sharing our journey to discover how to create & quantify the most impactful, long-lasting websites in the world.