I’m expensive. Not because of my hourly rate, but because of the cost of being wrong. Most people hire “yes-men.” They want a mirror that tells them their ideas are brilliant. I am not a mirror. I am a filter.
Marketing is like that. It’s easy to fall in love with a flashy campaign that doesn’t convert. It’s hard to admit your “genius” idea is actually just noise.
I am blunt.
You pay me to tell you the things you don’t want to hear. That’s my job. I’m not here to protect your feelings; I’m here to protect your profit. I pause, I look at the reality, and I tell you “no.”
We cut the ego so the business can grow. Stop guessing, start listening to the truth, and you will win.
Three Quick Things
Kill Your Darlings
If a project isn’t performing after three months, stop “tweaking” it. Kill it. Use that energy on what’s actually working.
The “So What?” Test
Look at your latest ad or post. Ask yourself “So what?” If the answer is just “It looks cool,” start over. It needs to solve a problem.
Ask for the “No”
Next time you have a big idea, don’t ask your team if they like it. Ask them to tell you three reasons why it will fail. That’s where the real insight lives.