Don't sell the product.

Sell the transformation your product unlocks for buyers.

Small shift in messaging—huge sales growth.

The answer?

The smile on the right is fake

Here’s how to tell:

1. When people smile their eyes get a little squinty and you see crows feet. No crows feet = fake smile
2. If the bottom teeth are showing, they’re likely forcing the smile

Thanks for playing, y’all!

Don't sell the product.

Sell the transformation your product unlocks for buyers.

Small shift in messaging—huge sales growth.

Can you tell a real smile from a fake one?

People with high levels of empathy often can.

One of these smiles is real and the other isn't.

Can you tell the difference?

Drop your answer in the comments and I'll reveal if you're right shortly.

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Pssst: the world's top…

I’m going to switch to a 3-day workweek this summer

Gonna make time to:

> meet people in our new city
> learn French 🇫🇷
> get fit

My boss gave me shit about it at first, but I told her to F off ‘cause I deserve it

(I’m the boss)

I’m going to switch to a 3-day workweek this summer

Gonna make time to:

> meet people in our new city
> learn French 🇫🇷
> get fit

My boss gave me shit about it at first, but I told her to F off ‘cause I deserve it

(I’m the boss)

Create once.
Distribute forever.

Here's what Katelyn Bourgoin 🧠 had to say about Ross Simmonds's newest book:

Marketing = Market-ing

First you study the market. Then you figure out the doing part.

(Too few understand this)

“Rage-bait” is worse than “click-bait”

Click-bait uses sensationalism to seduce you into reading

It’s spammy but not dangerous

Rage-bait is different

The goal is stoking anger and division to drive engagement

Don’t take the bait

Unfollow, mute and move on with your day

'I want to build an audience on X but every time I go to post... I freeze.'
~ a super accomplished entrepreneur

I hear stuff like this all the time and it's infuriating.

Too many brilliant, experienced, hella-smart people want to build their personal brand... but can't push…

Marketing = Market-ing

First you study the market. Then you figure out the doing part.

(Too few understand this)

People buy from people and brands they:

1. know
2. like
3. trust

Most businesses spend 90 cents of every marketing dollar on being known

But being liked and trusted drives conversions—invest more there

'I want to build an audience on X but every time I go to post... I freeze.'
~ a super accomplished entrepreneur

I hear stuff like this all the time and it's infuriating.

Too many brilliant, experienced, hella-smart people want to build their personal brand... but can't push…

Everyone is figuring it out as they go

The difference between experts and newbs is experts know how much they don’t know

Desire isn’t personal.

It’s social.

We look to others to find out what’s desirable and follow suit.

It’s called Mimetic Desire.

Exhibit A: The Quencher was discontinued in 2019, but skyrocketed Stanley’s sales to $750 million by 2023.

CC:Katelyn Bourgoin 🧠

Your startup's main competition is your customer’s attention.

Everyone is figuring it out as they go

The difference between experts and newbs is experts know how much they don’t know

April 9th —

Create Once. Distribute Forever. 📖

Thinking is linking

Let me explain…

When you hear the word 'solopreneur' who comes to mind?

What about 'boring businesses'?

I bet we just thought about the same two people.

And that's no coincidence.

Smart brands and entrepreneurs understand the power of 'linking'.

They…