Watching my son’s soccer team get trained has made me conscious of
Success comes from doing the fundamentals, it does not come from
Or from spending 15 minutes hanging out with Ronaldo.
Or from anything else.
Dribbling. Passing. Sprinting. Positional play. Booting.
There really aren’t that many skills – but to gain mastery takes a lifetime.
Business is a bit like that.
It’s doing the fundamentals.
Creating regular content. Learning every day. Upgrading your sales skills. Making
your follow up calls. Mastering systems. Regular testing of new concepts.
No tricks required.
Consistency, yes. Discipline, yes.
For instance, these days I have certain things on a checklist I do every single day
when it comes to marketing.
And by doing those things I create a solid pipeline.
And a solid pipeline is the single best thing you can do for peace of mind.
This year, for me, I’ve really stepped up my learning.
And for good reason…
The next decade is going to be an interesting period, with technology
speeding up, and robots and AI potentially taking over heaps of jobs.
My wife is studying career coaching at the moment, and one of the things
she’s learning is that the difference between the haves and the have
nots is going to get bigger.
Think about it.
What do the truck drivers do once this gets automated?
The Uber and taxi drivers?
The bookkeepers and accountants?
Some big changes ahead, and it is those who can do what the computers
can’t who will have the advantage.
And that’s all about learning, learning, learning.
But learning is hard. And I’ll tell you what the hardest part is.
Have you heard the saying, when you learn something you go from:
Unconscious of your incompetence
To conscious of your incompetence
To conscious of your competence
To unconscious of your competence
Well, going from 1 (unconscious of your incompetence)
To 2 (conscious of your incompetence)
… is the hardest part.
It’s what Seth Godin calls “the Dip.”
But I urge you, if you aren’t doing it already, to do the same.
Write down what you want to learn to take your business to the
Learn every day.
Suffer through those moments of realising you’re crap at certain
And keep on going.
Because most won’t…
And that’s what gives you an edge.
So much content out there.
You can’t cut through by rehashing old quotes from Einstein
or Jobs that everyone’s seen 100 times…
There’s two things required to stand out in my opinion.
1. Understand our target market… deeply.
2. Be our authentic, raw selves – and have the courage to stop
censoring who we really are.
Number one is the hardest work (hardly anyone will really do it),
number two takes the most courage.
Think about it.
To really, understand your target market you need to understand
the buyer’s journey.
For instance, let’s say you sell sheds…
What is the trigger point which makes your client look for a shed?
What do they do after they decide to look for it? Do they ask their
friends, do they jump online and do a search? What do they search
What are their key buying criteria? What’s important to them?
Not 1 in 100 business owners truly understand this in my experience,
even if you sell things all day.
Believe me, I’ve asked.
But you can, if you’re committed.
In fact, I believe it should be at the core of every marketing campaign.