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886: The Only Way, Isn’t

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Everyone promises to know the way:

Instagram gurus all claim to have the secret to success. It’s either a badly kept, or ill-defined secret, isn’t it? Every time we see it, it appears to be defined differently. One day it’s Facebook Advertising, the next it’s a special social media hack, the next, email.

The secret is that it’s shiny. The fact that the advertised means of doing email (or whatever it is) is probably different to your way, is where it gets its appeal. And the fact that you keep changing course, is why you’re still looking at the shiny things to begin with.

The only way, isn’t. Each works to the degree it is worked. Methodical implementation and optimisation of your chosen practice isn’t as shiny as the secret, but it’s probably the practice you need to get what you’re looking for.

Know your people, go where they are, show them what they need in a way they understand, by whatever means they’d like to hear from you.

Avoid the shiny secrets.


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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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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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