The One Decision that Rules Your Business Most founders don’t understand strategy. They see it as an elaborate plan — spreadsheets, brand decks, KPIs, and complex flowcharts that answer every question in your company. But that’s not a strategy. It’s a plan masquerading as a strategy, likely coming from someone who knows nothing about strategy. Think about it. Would 10 spreadsheets, a 90-page brand deck, a list of KPIs, and a series of flowcharts actually help you make decisions about your...
9 days ago • 3 min read
Not Differentiated? Try This Exercise Most businesses have something that makes them different. A process, a deliverable, a repeated result that could be owned in the market. But occasionally, I'll run across a business that legit has nothing that makes them different. Of the 145+ businesses I've worked with, only 25 fall into that category. No matter how hard we dug, there was just nothing different about them. What do you do in a case like that? Simple — you run the assumption reversal...
16 days ago • 2 min read
Generic Message = Lost Deals Generic messaging doesn't convert. You know the type: We're the industry-leading... We create innovative solutions. We build websites that convert. Some of those may be clear, but they are far from compelling. And when your message doesn't compel prospects to take action, they don't. (surprise, surprise) The solution? A message that communicates the unique value they bring to the market, for whom, and how in a clear and compelling way. That message is your...
23 days ago • 3 min read
Can You Answer These Questions? I ask every prospect 5 very pointed questions. These help me determine if they know the unique value their business brings to the market. I'd like to say that most businesses can answer these questions quickly. Unfortunately, most can't. They either don't have an answer OR they take 10-20 minutes to word vomit a response that maybe makes sense. You'll never stand out if you can't clearly communicate your differentiator. Or answer these 5 questions succinctly....
about 1 month ago • 3 min read
A Position that Scores Your positioning is broken. And it's costing you 6-7 figures in lost revenue. Bold claim, I know — especially when I don't have the details about your business. But look at the deets: 54% of customers have already stopped buying from a brand because their trust was broken (MarketingWeek). 73% of the brands I talk to every week claim they're different because they care. The other 27% claim to be the best in the industry. I'm not a betting man, but if I were, I'd likely...
about 1 month ago • 3 min read
Are you different or delusional? Most businesses think they're special. They tout some new technology, a 'proven' process, or claim they are disrupting the industry with their shiny product. The truth? They aren't special. They're regurgitating what's already in the market, claiming that it's different, new, and revolutionary. There's a term for that. Delusional. It affects 99% of B2B service companies. Potentially even YOUR business. How do you know if you're truly different or just...
about 1 month ago • 3 min read
Stop Comparing. Start Positioning. The fastest way to set your brand up for failure: Comparison positioning. You've likely seen it in action, especially recently. Lifestyle apps, including those focused on financial education, mental wellness, health and wellness, educational platforms, and even some B2B platforms like ClickUp, have jumped on the bandwagon. You'll notice it by one key element: "We're the Duolingo of..." The Allure of Comparison Positioning There's a reason businesses are...
about 2 months ago • 2 min read
Try this Differentiation Exercise Attracting and converting high-paying customers requires one thing: Proper differentiation. Far too many founders, CEOs, and even marketers get differentiation wrong. They either choose lazy differentiations, like personality, quality, their team, awards, or the 'fact' that they care — basic requirements of doing business. Or they go off the deep end and be different in a way that no one cares about. Proper differentiation lies in the middle. Being Different...
about 2 months ago • 2 min read
Map Your Customer DNA Generating high-intent, high-paying leads starts with one key component: Knowing your ideal customers. Many founders and CEOs have a surface-level understanding of their customers. They can rattle off job title, industry, company size, and (maybe) a few interests and hobbies. That's not knowing them. That's having some facts about people who may or may not even want what you're selling. Knowing your ideal customers requires a deeper understanding of who they are, what...
2 months ago • 2 min read