Even If It Sucks

Why making a decision is what you need to do.

March 6, 2020

Nothing is ever perfect. Every brochure, marketing collateral piece, logo, company name, website, all of them have things that could be better. Now, you have two choices: try and attain perfection, or make something good and prepare to iterate based on feedback.

You cannot keep throwing spaghetti at the wall and expect to go anywhere. You need to launch, get actual feedback, and then pivot.

Whatever you are working on, launch it. If it sucks, at least now you know and can change.

More you say?

Coffee Filter

Why original ideas are not as good as stolen ideas.

5.6.2020

FYI, I stole this concept and story from Sprint by Jake Knapp, enjoy!

I don't drink coffee, but I'd imagine the most people wouldn't if they had to drink coffee without using coffee filters. You see, before the filter coffee was brewed the same way you'd steep a bag of tea. The result was a lot of over-brewed, grit filled, coffee. Gross.

Filters had been attempted before, but to no avail. They were made of cloth.

It wasn't until a woman named Melitta Bentz saw blotting paper on her son's desk that the idea for our modern filters came to her. Blotting paper was used to clean up excess ink , it was porous enough to let liquid pass, but not enough to let the gritty grounds come through. Sure enough, after using it in place of cloth, she was astounded. The flavor was great and clean up was a snap.

What does this have to do with branding?

Sometimes the obvious solution to your brand isn't where you'd expect. You won't find it looking at competitors or digging within the muck of your day-to-day, it's somewhere else. Perhaps it's a different industry, or in a game you used to play, your favorite movie, a song. Instead of trying to create the perfect brand, find it and repurpose it.

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Positioning and Cows

If you think no one is interested in your niche, consider this YouTube channel.

11.21.2019

Almost every startup has a difficult time honing in on a specific target audience. True to their nature, founders of companies believe so much in the success and impact of their product that they believe everyone could benefit from it. They probably could, but it is impossible to build a brand and targeted a message to someone that doesn't exist.

"But won't I be limiting the amount of people I could help by picking someone so specific?"

YES! That is the point. And I'll give you an example using a YouTube channel I came across recently.

This channel has over 90,000 subscribers and each video now boasts 500,000 or more videos. What is it a channel about?

A Scottish dude who trims the hooves of cows. Yep. He crushes it. All because he makes videos specifically for dairy cow farmers.

Here's the thing, I guarantee that not everyone who watches his channel is in need of his services, but if even 1% of his 90,000 subscribers need his services, he is set for life with a solid base of customers.

If this guy, who targets dairy cow farmers can get this many people to buy into what he's doing, so can your amazing startup. You just have to pick someone who needs your services and cater your message to them.

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