The learning center

I've been on stages and in the audience at some of the biggest business conferences on the planet. The keynotes and speeches are valuable, but the real gold lies in the networking.

Being surrounded by driven people is a game-changer. It's a seriously powerful chance to grow your business. 

But there are two types of attendees: Some walk away with connections that ignite their business. Others? They get a useless pile of business cards.

Most people walk into networking events with the entirely wrong strategy, or worse, no strategy at all. I used to be one of them. 

• They try to sell too soon without building real connections.
• They keep conversations at the surface level, making them forgettable.
• They fail to follow up, losing momentum and opportunities.

Years ago, the thought of networking made my skin crawl. As an introvert, small talk with strangers felt like torture. But I learned the hard way that 'winging it' gets you nowhere. So, I figured out a smarter, more intentional approach—one that actually works. This shift led to meaningful relationships with people like Pat Flynn, Mike Michalowicz, and Ayman Al-Abdullah. 

And trust me, if an introvert like me can crack the code, anyone can.

Try this approach at your next event and see the difference.

Step 1: Shift from "What Can I Get?" to "How Can I Help?"

Most people go into networking thinking about what they can gain. The best networkers flip that mindset: they focus on providing value first.

Instead of leading with a pitch, look for ways to help. That could mean sharing a relevant resource, offering an introduction, or even just actively listening.

People remember those who help them, not those who immediately ask for something.

Step 2: Have a Clear, Memorable Introduction

A vague introduction makes you forgettable. Instead of saying, “I’m in marketing,” make your intro specific and compelling.

Compare these two introductions:

• “I run a consulting business.”
• “I help businesses diagnose the gaps in their strategy so they can scale faster.”

The second one is specific, results-driven, and invites curiosity. People remember clarity and confidence.

Step 3: Be Intentional About Follow-Ups

Here's a brutal truth: if you don't follow up within 48 hours, that connection? It's as good as dead. Most people wait weeks, sometimes even months, to reach out. By then, you'll be lucky if they even remember your face, let alone your name. 

Think about someone you met at a store or restaurant months ago. Do you remember their name? Hell no! That's what happens when you let time slip away. Opportunities evaporate. Connections vanish. And you're left with nothing but a pile of forgotten business cards

A good follow-up should be timely, but it should also be strategic.

So how do you know what to say?

If you’re unsure of how to approach your new connection, here are some helpful pointers:

• Reference something specific from your conversation.
• Offer something valuable (a resource, insight, or introduction).
• Keep the relationship moving forward.

Here’s an example of template I use to get started:

"Hey [Name], great meeting you at [event]! I enjoyed our conversation about [topic]. Here’s that resource I mentioned—I think you’ll find it useful. Let’s stay in touch."

A thoughtful follow-up turns a one-time meeting into a long-term connection.

Step 4: Use the Event Roster to Your Advantage

Many events provide attendee lists, speaker lineups, or apps where you can see who’s attending. Ignoring these is one of the biggest mistakes you can make.

These rosters are a gold mine, have contact info, bios, and essentially help you scout good potential connections before you've even arrived.

• Find people in your industry or with shared interests.
• Make a shortlist of 5–10 key people to connect with.
• Reach out before the event with a short message like:

"Hey [Name], I saw you’ll be at [Event]! I’d love to connect and hear more about your work in [industry]. Will you be at [specific session]?"

This makes in-person conversations easier and more natural. Why not take advantage?

Step 5: Stand Out with a Unique Follow-Up Request

Networking events are crawling with those 'Let's connect on LinkedIn' conversations. 

You know the drill: a quick scan of the badge, a generic request, and then… nothing. You've probably received dozens of these yourself. Even if you accept, it's a fleeting connection, easily forgotten in the endless scroll of your feed. 

Generic Connection (The Problem):

LinkedIn Request: 

"Hi [Name], I'd like to add you to my professional network on LinkedIn." (Followed by nothing else)

Why it's weak:

• It's impersonal and shows no real interest.
• It doesn't provide any context or value.
• It blends in with countless other generic requests.

But what if, instead of that generic 'connect' button, you received something genuinely powerful? Something that actually made you stop and pay attention?

Personalized/Genuine Connection (The Solution):

LinkedIn Request (or Follow-Up Message): 

"Hi [Name], it was great meeting you at [Event/Conference]. I really enjoyed our conversation about [Specific Topic]. I was particularly interested in your insights on [Specific Detail]. I've also been working on [Related Project/Idea], and I'd love to continue the conversation."

Why it's powerful:

• It's specific and shows you were paying attention.
• It references a shared experience and builds rapport.
• It provides value by offering a related insight or idea.
• It is a good way to start a conversation.

This makes it easier for them to remember you and continue the conversation.

Networking Is About Relationships, Not Transactions

Too many people treat networking like a cold, hard numbers game. They collect business cards like they're playing bingo. 

But here's the reality: quality always beats quantity. 

Some of the most powerful, lucrative business partnerships started with a simple, genuine connection. That connection grew into a relationship, and that's where the real magic happens.

By focusing on value, clear introductions, smart follow-ups, and strategic event planning, you’ll build meaningful relationships that actually drive business growth.

Tired of awkward, pointless networking? You're not alone. 

We've got three power-packed podcast episodes that will change the way you connect. 

• Jayson Gaignard shows you how to ditch the 'icky' feeling, 
• Nick Gray makes networking easy for introverts, 
• and Dorie Clark reveals how to become the expert in the room.

Get those episodes into your ears, then learn my top tips. It's time to network like a pro.

Lean Marketing Podcast

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Ever feel like marketing is an uphill battle?

Like you're pushing a boulder up a mountain, just trying to get your product or service seen?

Traditional marketing is a struggle for many businesses—and it’s often because they treat marketing as a random set of tactics instead of a cohesive system. 

They throw money at ads, chase trends, and jump from one tactic to the next.

If that sounds familiar, know that you're not alone. 

There’s a lot of noise out there from experts who tell you what you should and shouldn’t be doing, and it’s not easy to tune it out. 

It’s also easy to fall victim to bright shiny object syndrome—when you jump from one tactic to the next and get distracted by all the things you could be doing.  

But here at Lean Marketing, we’re all about doing more with less. 

And to be a lean business, you need to eliminate waste, focus on the essentials, and prioritize the actions that generate the fastest return on investment.

Marketing isn’t a set of random tactics—it’s a system.

That means getting laser-focused on the activities that move the needle. 

It’s about working smarter, not harder—creating marketing that pulls customers in, scales effortlessly, and compounds over time.

So what does all this look like in practice?

I've recorded a podcast where I break down the 9 principles of Lean Marketing in full - giving you the exact playbook to follow to be a Lean Business. 

l'll dive into the principles of Lean Marketing below—and how they can help you get bigger results by doing less. 

Lean Marketing Principle #1: Make Your Marketing So Valuable That People Would Pay for It

Most marketing is spam—annoying, self-serving, and forgettable. Great marketing gives before it asks.

Every piece of marketing that goes out should do the following: 

• Teach something useful.
• Entertain and engage.
• Build goodwill before you sell.

A simple way to know if your marketing is valuable is to ask yourself: would someone pay for my marketing if I charged for it? If the answer is no, you’re not creating real value. One great example of Lean Marketing Principle #1 in action is HubSpot—they built an entire business by giving away high-quality content for free. Their audience trusted them long before they bought anything, and that trust carried over into long-term growth.

Lean Marketing Principle #2: Integrate Marketing Into Everything You Do

Most businesses treat marketing as an afterthought. They build a product, then figure out how to sell it. That’s backward.

Marketing should be embedded into your product, sales process, and customer experience from Day 1.

Apple doesn’t just sell iPhones. They bake marketing into their entire experience—from sleek packaging to unboxing videos to ecosystem lock-in.

Marketing is more than ads. It’s how your customers interact with you at every touchpoint.

If you integrate marketing into your entire business, selling becomes effortless.

Lean Marketing Principle #3: Find Your Market Before Creating Your Product

Most businesses build a product first and then hope people want it. Without product market fit, you’re fighting an uphill battle—one that you’ll most likely lose.

Your order of operations should begin with finding the market first. Identify that market’s biggest pain points and then create a product that solves those pain points.

Want proof of this process? Just look at Airbnb—they didn’t start by building fancy tech. They saw a market of people who needed short-term rentals and built their product around that demand.

The best businesses don’t create products and hope people buy. They identify a need and build solutions around it.

Lean Marketing Principle #4: Use Tools & Automation to Scale Smartly

I’m a big believer in leveraging technology as a tool. It removes friction and amplifies results. 

One of the best ways it does that is through automation. Automation is critical for businesses looking to scale, and it’s especially important for automation to be integrated into marketing.

Let’s look at some of the ways you can use technology to automate your marketing:

AI is a powerful tool that can streamline everything from content creation and automate customer interactions. Ignore it at your own risk, as adopting AI is becoming a must for anyone looking to future-proof their business.
CRM tools can nurture leads and increase sales. They free up valuable time spent on outreach and follow ups, while also ensuring that important touchpoints don’t get missed.

Analytics tools show what’s working and what’s not. What gets measured gets managed, and setting up analytics reports will ensure you eliminate waste and put your resources into high-leverage activities. 

The right tools let you do more with less—so you can focus on strategy instead of busywork.

Lean Marketing Principle #5: Build Marketing Assets That Work for You 24/7

One reason why most businesses struggle with marketing is that they start from scratch every campaign. Smart businesses build marketing assets that compound over time.

Marketing assets are things that you own—like lead magnets, books, evergreen content, and automated sales funnels. Rather than chasing down leads and sales, marketing assets bring them to your door.

They work for you 24/7—constantly attracting new leads in the background. And while the initial effort to create assets might be labor intensive, it’s nothing compared to the countless hours and dollars saved from other lead generating activities. 

My book The One-Page Marketing Plan generates leads every day—years after I wrote it. You don’t have to be a bestselling author to take advantage of assets for your business. You just need to figure out what it is that will bring those leads in time and time again.

Lean Marketing Principle #6: Branding Comes From Selling—Not from Fancy Logos

Your brand isn’t built through graphic design. It’s built through customer experience.

Many people think of their brand as the logo, colors, and tagline that define their company.

But your brand is less about what you say it is and more about what your customers believe it to be.

Great branding is a byproduct of consistently delivering value. Nike, Apple, and Coca-Cola didn’t build their brands by designing better logos—they did it by selling products people loved.

Long story short? How you sell, deliver, and serve your customers defines your brand. 

Lean Marketing Principle #7: Marketing Is a Process, Not an Event

Marketing isn’t about one-off campaigns. It’s about consistent, repeatable actions that compound over time.

The best marketers aren’t the most creative—they’re the most consistent. So it’s time to stop thinking of marketing through the lens of creating the next viral campaign.

The ones who win are the ones who show up and do the work. They do the daily, weekly, and monthly marketing actions that compound over time. 

Think of it like working out. You don’t get fit from one workout—you have to show up every day, week after week. 

Marketing is no different. So let’s stop treating marketing like a random event and build a repeatable process instead.

Lean Marketing Principle #8: Stop Pushing, Start Pulling

Most businesses rely on push marketing—ads, spam, and cold calls that people ignore. The smarter approach? Create a pulling force with content so valuable that customers seek you out.

Imagine waking up to emails saying: "I saw your post, and it really resonated. How can we work together?"

That’s something I experience almost every day—and that’s the power of pull marketing.

Here’s how to create a pulling force through your marketing:

• Create content that solves real problems.
• Be consistent—trust builds over time.
• Engage your audience—foster real connections.

This kind of marketing not only builds trust and authority, but it also attracts the right audience. You create a community of people who share your values rather than chasing people who have no desire to work with you.

When you stop pushing and start pulling, marketing becomes effortless, and customers come to you.

Lean Marketing Principle #9: Test, Measure, and Continuously Improve

Last but not least is Lean Marketing Principle #9, which speaks to the power of optimization.

Small improvements may not feel like progress in the moment, but they lead to massive impact over time. 

Marketing isn’t a one-time effort—it’s an ongoing process of testing, measuring, and optimizing.

Too often, businesses say, “We tried marketing, and it didn’t work.” 

But what exactly didn’t work? Was it:

• The ad that wasn’t getting clicks?
• The landing page that didn’t convert?
• The email sequence that didn’t drive action?
• The checkout page where people dropped off?

Like manufacturing, marketing has multiple steps, and one weak link can break the entire system.

So if something isn’t working, lean into the power of testing and figure out how to improve it. 

1. Break it down – Identify which step is underperforming.
2. Test & optimize – Make small, data-driven improvements.
3. Track key metrics – Focus on Customer Acquisition Cost (CAC) and Lifetime Value (LTV) to measure profitability.

A 5% increase in conversions or a 10% drop in acquisition costs can massively impact your bottom line. Small improvements compound into big results—if you commit to continuous optimization.

How to do More with Less

These nine principles of Lean Marketing aren’t just ideas—they’re a proven framework for simplifying, optimizing, and scaling your business. But knowing them isn’t enough—implementation is what drives results.

If you’re ready to put these strategies into action, we can help. Our Marketing Accelerator is designed to guide you through each step, ensuring you execute at the highest level.

Which principle will you start using today?

Want to stay ahead of the curve with the latest Lean Marketing strategies and insights? Sign up for our podcast updates and never miss an episode.

‍

Most entrepreneurs think they have a knowledge problem.

They believe if they just take one more course, watch one more webinar, or read one more book, they’ll finally be ready to take action.

But the truth?

❌ You don’t need more information.
❌ You don’t need another deep-dive course.
❌ You don’t need to watch 10 more hours of tutorials.

What you actually need? To start taking action on what you already know.

Knowing without doing = zero progress.

Knowing vs. Doing: The Ultimate Business Shortcut

“Can I get a recording of the clinic?”

This is one of the most common requests we get in our Accelerator program.

But here’s why we say no:

• Watching is passive.
• Learning without action creates zero progress.
• Success comes from execution—not theory.

If you can’t make time for a live clinic, what makes you think you’ll find time to watch a replay AND implement the lessons?

Spoiler: You won’t.

The fastest-growing businesses don’t sit on knowledge—they apply what they learn immediately.

Why Business Owners Need Less Theory and More Action

“The customer is always right.”

You’ve heard it a million times. But it’s completely wrong.

If customers always knew what was best, they wouldn’t need help:

You don’t fix your own plumbing. You call a professional.
You don’t self-diagnose serious health issues. You go to a doctor.
You don’t cut your own hair (unless you like looking ridiculous).

And in marketing?

Most business owners don’t actually know how to build a strategy that scales.

They think they need more social media, more ads, or more visibility.

But what they really need is:

• A clear, repeatable system for attracting leads and converting customers.
• A strategy based on results—not random tactics.
• A willingness to execute, test, and iterate—NOT just gather more knowledge.

The Only Thing That Matters: Are You Taking Action?

The difference between entrepreneurs who win and those who stay stuck isn’t knowledge.

It’s execution.

But knowing that isn’t enough. The real question is: How do you ensure you actually make progress instead of just staying busy?

It comes down to this simple, three-step framework:

Step 1: Pick ONE thing you’ve learned and apply it today.
Stop waiting for the “perfect time” or more information. Take action now.

Step 2: Test your assumptions.
Don’t just consume ideas—put them into the real world and see what works.

Step 3: Adjust as you go.
Perfection is a lie. Execution beats waiting every time.

Doers get results. Spectators stay in the same place.

Which one are you going to be?

One of the best business decisions I ever made was building a remote team.

No pointless meetings.
No micromanagement.
No wasted hours commuting just to sit in a cubicle.

But if you listen to the corporate world, they’ll tell you remote work is a lazy free-for-all—employees lounging in pajamas, binge-watching Netflix, and “working” between naps.

That’s nonsense.

The truth is, great employees don’t need a babysitter.

Big companies drag workers back to the office because they confuse control with productivity. But the best teams aren’t caged. They’re free-range.

If you build your team correctly, you’ll get higher performance, greater efficiency, and world-class talent—without wasting time and money on office politics.

Why Remote Teams Outperform Office Teams

A big part of my success has been hiring the best talent—not just the closest talent.

When you limit your hiring to people within a 30-minute commute, you’re choosing from a tiny, mediocre talent pool. But when you hire remotely, you unlock access to the best people in the world.

And the best people?

• They don’t want to be micromanaged.
• They don’t measure productivity by hours in a chair.
• They want to be judged by results, not time spent looking busy.

I’ve built remote teams across the U.S., Canada, Australia, the Philippines, South Africa, Colombia, and Germany.‍

My team members skip brutal commutes, are present for their kids, and can travel without begging for permission.

And guess what? They outperform most in-office teams.

Whenever I talk about remote hiring, I get the same questions:

• How do you trust remote employees?
• How do you monitor them?
• How do you make sure they’re actually working?

Short answer: You don’t “manage” remote workers. You hire A-players and track what actually matters.

1. Stop Hiring for Convenience—Hire for Attitude

Technical skills can be taught. Work ethic, initiative, and a hunger for results can’t.

A-players:

• Take ownership of their work.
• Hold themselves accountable without needing constant supervision.
• Push for results instead of just “doing tasks.”

When you hire self-motivated, high-performance employees, you don’t need to micromanage.

2. Set One Clear Priority (Not a Laundry List of Tasks)

Give your team multiple priorities, and they’ll focus on the easiest one.

Instead, set one standout goal—the metric that, if hit, makes everything else fall into place.

For example:

• A marketing coordinator’s #1 job is to drive qualified leads into your business consistently.
• A sales team’s #1 goal is closing deals, not just making calls.

Define what success actually looks like—then let them own it.

3. Track Outcomes, Not Hours

Bad metrics = bad results.

• Tracking hours worked is meaningless. Someone can sit at a desk all day and produce nothing.
• Counting tasks completed doesn’t guarantee business impact.

Instead, track:

• Revenue-driving KPIs
• Quality of execution
• Consistency in results

The best employees want to be measured by impact, not busyness.

A-Players Scale Businesses—Mediocre Employees Drain Them

I’ve hired over 300+ marketing coordinators for my clients, and I’ve seen firsthand the massive impact a great hire can have.

• One client quadrupled their business after hiring the right marketing coordinator.
• Another eliminated 20+ hours of work per week by hiring a remote project manager.

A great hire doesn’t just take work off your plate—they scale your business. But only if you hire right.

Ready to Build a Remote Team That Actually Delivers?

At Lean Marketing, we help businesses hire and train world-class marketing coordinators—so you can grow without wasting time on the wrong people.

• We’ll help you find, hire, and onboard A-players.
• We’ll ensure they’re accountable and results-driven.
• We’ll make sure they help scale your business—not just fill a role.

If you’re ready to build a high-performing remote team, book a free Lean Marketing Audit today.

The Hard Truth About Success

Every entrepreneur loves a good hype moment—the thrill of a product launch, the excitement of a record-breaking sales month, or the praise from friends and family who say, “You’re killing it!”

But here’s the reality: Hype doesn’t build businesses. Strategy and accountability do.

In business—just like in sports—you’ll encounter two types of people:

Cheerleaders – They stand on the sidelines, waving pom-poms, shouting encouragement, and telling you you’re doing great—whether or not you actually are.

Champions – They’re in the trenches with you. They push you to be better, hold you accountable, and demand more from you—even when it’s uncomfortable.

One group makes you feel good. The other makes you great.

The Turning Point in My Career

Early in my entrepreneurial journey, I had plenty of cheerleaders.

Friends admired the fact that I had my own business. Colleagues reassured me I was on the right path—without ever questioning my strategy. Family members celebrated every small win as if I had already “made it.”

It felt good. But it didn’t help me grow.

The real shift happened when I started surrounding myself with champions—people who:

• Challenged my thinking—forcing me to justify my decisions.
• Called me out on my excuses—refusing to let me play small.
• Pushed me beyond my comfort zone—even when I resisted.

And guess what? That’s when I actually started winning.

That shift led me to:

• Building and scaling multi-seven-figure businesses.
• Writing two international bestselling books.
• Becoming the kind of entrepreneur who doesn’t just dream—but executes.

None of that happened because someone stood on the sidelines telling me I was doing great.

Why Champions Matter More Than Ever

We live in a world obsessed with motivation. Scroll through social media, and you’ll find endless posts about “grinding,” “hustling,” and “believing in yourself.”

But motivation alone doesn’t create results. Execution does. And execution requires accountability.

• You have to be willing to be challenged.
• You have to be open to hearing when you’re wrong.
• You have to be ready to push beyond where you’d normally stop.

That’s the difference between entrepreneurs who stay stuck and those who build something truly great.

Why Systems Matter More Than Motivation

Many entrepreneurs find themselves stuck in a cycle of excitement and burnout.

You start with a brilliant idea, launch your marketing campaign with passion, and gain early traction. But then… things stall. Sales slow. The initial excitement fades.

The problem? You're relying on motivation instead of strategy.

Once you shift your focus to systemizing your marketing instead of guessing, you will:

As a result, you'll see measurable growth—not because you're working harder, but because you're working smarter with the right champions in your corner.

How to Build a Network That Actually Helps You Grow

If you’re serious about leveling up your business and mindset, here’s your challenge:

1. Audit Your Circle

Look at the five people you talk to most about business.

Ask yourself:
❌ Are they just cheering you on, telling you what you want to hear?
✅ Or are they pushing you to be better, to think bigger, and to act smarter?

2. Expand Your Network

Success is about proximity. If you want to scale to 7-figures, you need to be around people who have already done it.

🔹 Join a mastermind.
🔹 Seek out mentors.
🔹 Hire experts who don’t just give advice—but hold you accountable for executing it.

Business is a team sport—you don’t have to do it alone.

For deeper insights into how big investments lead to big wins, check The Mindset Shift Every Entrepreneur Needs: Invest Big, Win Big

Want to learn how visionary leaders pair with the right executors? Read How a Visionary-Integrator Duo Fuels Growth

3. Get Comfortable Being Uncomfortable

Real growth happens when you’re:

Challenged on your ideas.
Forced to refine your strategy.
Held accountable to higher standards.

If that sounds tough, good—that’s the whole point.

Need Champions in Your Corner? Let’s Talk.

At Lean Marketing, we don’t just hand you a strategy and wish you luck. We act as your champions.

• We challenge you when you’re playing small.
• We hold you accountable for the goals you set.
• We ask the hard questions when something isn’t working.

Our Client Success Manager, Sarah, is relentless in keeping clients on track.
Our team of advisors and experts work alongside you—not just to teach, but to make sure you execute.

If you’re ready to surround yourself with champions, book a free Lean Marketing audit today.

—Allan

The Biggest Regret of My Career

I don’t dwell on regrets. But every now and then, I look back at a decision that cost me millions—maybe even hundreds of millions—and I can’t help but shake my head.

Let me take you back to the early 2000s.

I was running a tech startup. Broadband internet was exploding, and I could feel that the internet was going to be massive.

I knew I needed to move my business to Silicon Valley—the epicenter of tech innovation. There, I’d have access to the right investors, the right talent, and the right opportunities.

But I hesitated.

I had so many logical reasons not to go:

• It was expensive.
• The stock market wasn’t looking great.
• I’d be leaving my family behind.

So I stayed put.And while I still exited that business for a great sum, I watched startup after startup—companies almost identical to mine—go public or sell for billions.That hesitation cost me a fortune.

History Is Repeating Itself (And This Time, I’m Not Waiting)

‍Fast forward to today.

That same gut feeling I had about the internet in the 2000s?

I feel it again—this time about AI.

‍And I can tell you this with 100% certainty:

‍AI is going to reshape business, marketing, and entrepreneurship in ways we haven’t even begun to comprehend.

‍This isn’t just about ChatGPT and writing better prompts.

‍AI is fundamentally shifting how businesses operate. The companies that integrate AI will dominate their industries. The ones that don’t? They’ll struggle to compete.

‍It’s not a question of if AI will change your industry. It’s a question of how fast you’ll adapt before it’s too late.

AI Is No Longer Just a Tool—It’s a Competitive Advantage

The conversation around AI is no longer about whether it’s useful—it’s about how fast you can implement it before your competitors do.

Here’s what’s happening in AI right now that you need to pay attention to:

1. AI Is Moving Beyond Basic Chatbots

Forget simple chat models—AI can now generate complex reports, content strategies, and business insights.

• Reasoning models like OpenAI O1 and DeepSeek R1 go beyond answering questions—they can help craft detailed marketing campaigns, product strategies, and business analysis.
• The key to getting valuable AI output? Quality input. (Garbage in, garbage out.)
• Business owners need to ask better questions, define goals clearly, and structure prompts for the best AI-driven insights.

‍2. AI Is Automating Repetitive Tasks (So You Can Focus on Strategy)

‍Most entrepreneurs waste hours every week on tasks AI can now handle automatically.🚀 Scheduled Tasks in GPT-4 let you automate:

• Daily marketing briefings (Get a full summary of news, social trends, and competitor updates).
• Email responses and follow-ups (AI can draft and schedule emails based on specific triggers).
• Project tracking and reminders (Automate routine check-ins without needing human intervention).

This means less time spent on admin work and more time focusing on growth.‍

‍3. AI Is Killing Stock Content—Custom Marketing at Scale

‍Remember when businesses had to rely on generic stock images and videos? Those days are almost over.

• AI tools like Flux and Replicate can generate custom, photorealistic images and videos in minutes—tailored to your brand, audience, and message.
  
  
• Descript and Opus Pro make video editing ridiculously easy—turning hours of work into minutes with AI-powered features.

This is a game-changer for marketing—no more wasting money on overpriced stock visuals that look like everyone else’s content.

‍4. AI Can Extract Business-Changing Insights (That You’re Ignoring)

‍How many customer interactions, sales calls, and emails contain valuable insights that you never analyze?

‍AI knowledge tools like Fathom and Notebook LM can:

• Scan meeting transcripts and customer feedback to find recurring pain points.
• Analyze marketing performance data to suggest better content strategies.
• Organize thousands of data points into actionable insights.

‍

Ever stumble across an old photo of yourself and cringe, wondering, "What the hell was I thinking?"

Yeah, me too.

Not just with fashion choices (trust me, there were some horrors in my past) but also with marketing.

Early in my entrepreneurial journey, before I really understood marketing, I looked up to the loudest voices in the industry. The ones who seemed to be crushing it. Flashy, over-the-top marketers are making outrageous claims with big red headlines, ugly fonts, and promises of “millions overnight.”

And, embarrassingly, I imitated some of their tactics.

But you know what? It didn’t work.

Why? Because people aren’t dumb. If you treat your audience like idiots, you’ll only attract idiots. And idiots don’t make for good long-term customers.

Why Scammy Marketing Fails (and What Actually Works)

These sketchy tactics aren’t just a relic of old-school direct-response marketing. They’re alive and well today.

Open any social media app, and you’ll see headlines like:

• “Get abs in 7 minutes (while sitting in your chair).”
• “Make millions in passive income with this shady software.”
• “Jump on this pump-and-dump crypto project before it’s too late!”

It’s all just noise. And smart consumers have gotten really good at tuning it out.

So, if you’re serious about building a real business with real customers, you need a different approach. A more ethical, sustainable, and profitable approach.

The First Principle of Lean Marketing: Create Value

David Ogilvy, one of the greatest advertising minds of all time, famously said:

“Never write an advertisement which you wouldn’t want your own family to read. The consumer isn’t a moron, she’s your wife. You wouldn’t tell lies to your own wife. Don’t tell them to mine.”

This philosophy is at the core of what I call Lean Marketing—a framework that focuses on creating value, not just grabbing attention.

In my book Lean Marketing, I talk about the problem with most marketing:

When you focus on value-driven marketing, you attract better customers, build stronger relationships, and grow your business sustainably.

‍How to Apply Lean Marketing to Your Business

So, how do you implement this in your own marketing? Here’s a simple framework:

1. Start with Your Audience, Not Your Product

Too many businesses start with what they want to sell instead of what their audience actually needs. Flip that script. Get obsessive about understanding your audience—what they want, what they struggle with, and how you can help.

2. Provide Value Before You Ask for Anything

Don’t just push offers. Instead, give before you ask. Share helpful insights, educate your audience, and create content that genuinely helps them—even if they never buy from you.

3. Build Trust, Not Just Transactions

Your customers aren’t just numbers on a spreadsheet. They’re real people who need to trust you before they do business with you. Be transparent. Be consistent. And, above all, be someone they’d actually want to buy from.

‍How to Create Value With Your Marketing in 2025

If you want to transform your marketing (and your business), ask yourself:

Marketing in 2025 isn’t what it was 10 or even 5 years ago. Audiences are savvier, more skeptical, and more immune to marketing B.S. than ever before. They’ve been burned by too many get-rich-quick schemes, overhyped products, and businesses that overpromise but underdeliver.

People aren’t just looking for the next shiny object. They want real solutions, transparency, and brands they can trust.

The old-school marketing tactics—clickbait headlines, pushy sales messages, exaggerated claims—don’t work like they used to. Consumers have access to infinite information, and with one quick search, they can tell if you’re legit or full of it.

So, if you want to win in 2025, you need to shift your mindset from “How do I sell more?” to “How do I help more?”

Now, ask yourself:

Is this genuinely helpful?

Would your content still be valuable even if nobody buys from you today? If the answer is no, rethink it.

Does this build trust with my audience?

Trust is earned through transparency, honesty, and delivering on your promises. If your marketing feels even slightly deceptive, you’re playing a losing game.

Am I focused on relationships or transactions?

Churn-and-burn marketing might get you short-term wins, but long-term success comes from building an audience that trusts you and buys from you again and again.

‍Make a Difference, Not Just Noise

Marketing isn’t about being the loudest. It’s about being the most valuable.

So, my challenge to you is this: How will you create real value for your audience in 2025?

Because in a world full of fake gurus and marketing bros, the businesses that actually help people are the ones that win.

—Allan

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In the early days of my business, I was drowning. My to-do list was endless, my focus was scattered, and my marketing efforts? A random mishmash of tactics that barely moved the needle.

I threw together social media posts without strategy. I sent email blasts just to “stay visible.” I invested in ads that promised big returns but delivered next to nothing.

Sound familiar?

It wasn’t until I stumbled upon a deceptively simple exercise that everything began to change. This exercise helped me clarify my goals and focus on the steps that truly mattered.

The "Before and After" Exercise That Changed Everything

This exercise is a powerful tool to help you take stock of where you are and where you want to go. By defining your starting point (“Before”) and your destination (“After”), you can identify the bridge that will get you there.

Here’s how it works:

1. Write Down Your “Before”: Start by describing the current state of your business. What’s frustrating you? What feels like it’s stuck? Be brutally honest. This is your chance to unload everything that’s weighing you down.
2. Visualize Your “After”: Now, imagine what success looks like for you. Is it a predictable marketing system that delivers consistent leads? Is it more freedom to focus on big-picture ideas? Whatever it is, paint a vivid picture of what your ideal outcome looks like.
3. Find Your Bridge: Finally, ask yourself: What’s the ONE thing that can help you move from Before to After? This isn’t about doing more—it’s about focusing on the action or strategy that will make the biggest impact.

For me, the “Before” was a chaotic, guesswork-driven approach to marketing. The “After” was a clear, streamlined system that brought in leads and revenue consistently. My bridge? Creating a 1-Page Marketing Plan.

Why Systems Are the Key to Scaling

That simple exercise gave me more than a roadmap. It gave me clarity and confidence. I stopped chasing shiny objects and started building a marketing system that worked.

Systems are the backbone of any successful business, and here are a few essential ones every entrepreneur should consider:

Marketing Systems: These should include lead generation, nurturing, and conversion strategies. A great marketing system outlines how you attract leads (e.g., through ads, content marketing, or referrals), how you keep them engaged (e.g., email sequences or webinars), and how you convert them into customers.

Sales Systems: A structured sales process ensures consistency in closing deals. This could include templates for follow-ups, a CRM to track leads, and scripts for sales calls.

Operational Systems: Streamlining your daily operations is critical for scaling. This might involve project management tools, automated workflows, and clear SOPs (Standard Operating Procedures) for your team.

Customer Retention Systems: Keeping existing customers happy is just as important as acquiring new ones. Consider loyalty programs, feedback loops, and consistent communication to nurture relationships.

Each system should include clear steps, automation where possible, and metrics to measure success. By focusing on these foundational systems, you create a business that runs smoothly and consistently delivers results.

Your "Before and After" Exercise

I challenge you to take a moment and do this exercise yourself. Think about:

• Your biggest frustration in the last year: What held you back last year? Was it inconsistent leads, lack of time, or marketing strategies that didn’t deliver?
  
  
• Your vision for this year: What does success look like for you this year? Maybe it’s doubling your revenue, finally launching that big idea, or reclaiming your weekends.
  
  
• Your bridge: What’s the one thing you’ll focus on to turn your vision into reality? Maybe it’s building a lead generation system, refining your messaging, or outsourcing tasks that drain your energy.

You Don’t Have to Do It Alone

One of the biggest lessons I’ve learned is that trying to figure everything out on your own is a recipe for burnout. The most successful entrepreneurs build systems and surround themselves with the right tools and support.

If you’re ready to have a breakthrough, here’s a tip: start with a plan.

We’ve created a step-by-step guide to help you build a marketing system that works. It’s the exact process my team uses to help clients achieve extraordinary results—and it’s free.

Download the worksheet here.

Your Next Step to Transformation

Your business can be extraordinary. But it starts with two things: clarity and action. Clarity about where you are and where you want to go. And the courage to take that first step toward building the business you’ve always envisioned.

Take a moment today to reflect on your before and after. Map out your bridge. And if you need help along the way, don’t hesitate to reach out.

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Let’s talk about a pivotal moment for entrepreneurs that’s rarely discussed: the messy middle.

It’s the awkward, uncomfortable phase where you’re no longer a scrappy startup but not yet the well-oiled machine you aspire to be. For many, this phase feels like quicksand—every move forward seems harder than the last.

When I first hit the million-dollar mark in my business, I thought I’d cracked the code. The money was rolling in, and I was finally doing what so many entrepreneurs dream of.

But what came next wasn’t the seamless path to growth I imagined. Instead, I found myself grappling with painful growing pains—working harder than ever and seeing my profits shrink for the first time. It was a humbling experience that forced me to rethink everything about how I approached business growth.

If you’re feeling stuck in this messy middle, you’re not alone. Here’s what I learned and how you can navigate this challenging yet crucial phase of your entrepreneurial journey.

Why the Messy Middle Happens

The messy middle often begins when you hit a threshold where you can no longer handle everything on your own. At first, wearing all the hats feels empowering. But as your business grows, that same independence becomes a bottleneck.

Suddenly, the work that got you here isn’t enough to take you further. Your time is stretched too thin, and your systems start to crack under the pressure. Scaling requires investments—in people, processes, and infrastructure—that feel counterintuitive because they don’t deliver immediate returns.

This phase can make you question everything. You’re likely spending more, seeing slower revenue growth, and working harder than ever. It’s tempting to pull back, cut costs, and revert to what’s comfortable. But that’s the worst thing you can do.

Embrace the Investment Mindset‍

In this phase, every dollar spent feels like a leap of faith. You’re investing in a team, technology, and systems, but you’re not yet seeing the fruits of that investment.

Here’s what you need to remember: you’re not spending money—you’re planting seeds for scalable, sustainable growth.

Think about it this way:

Time vs. Money: What opportunities are you missing by trying to do everything yourself? Every hour you spend on low-impact tasks is an hour you’re not spending on high-leverage activities like strategy, partnerships, or sales.

Revenue Potential: How much money are you leaving on the table by delaying key hires or investments in your marketing, sales, or operations? For example, a well-built marketing system could deliver returns for years, but only if you make the initial investment.

Team Power: What heights could your business reach with the right people in place? A skilled team not only takes work off your plate but also brings fresh ideas and capabilities that can drive exponential growth.

The most successful entrepreneurs aren’t afraid to invest in the messy middle. They understand that short-term discomfort is the price of long-term gain.

The Path Forward

The messy middle isn’t permanent, but how you navigate it will determine whether you stall or soar. Here’s a roadmap to help you thrive during this transition:

1. Prioritize Systems Over Hustle

The solution to scaling isn’t working harder—it’s working smarter. Invest in systems that streamline your operations, automate repetitive tasks, and create consistency in your results.

2. Hire Before You Think You’re Ready  

  It’s common to delay hiring because you’re unsure if you can “afford” it. But the right hire often pays for themselves by freeing you up to focus on high-value activities.

3. Focus on ROI, Not Just Costs

  Reframe your thinking about expenses. Instead of asking, “How much will this cost me?” ask, “What will this enable me to achieve?”

4. Lean Into Discomfort  

  Growth always comes with a degree of discomfort. If you feel stretched, overwhelmed, or uncertain, it’s likely because you’re growing into a new level of business maturity.

5. Track Your Progress

  Keep an eye on your KPIs (key performance indicators) to ensure your investments are delivering returns over time. This will help you stay confident in your decisions, even when progress feels slow.

The Bigger Picture

The messy middle is where real transformation happens. It’s where you move from being a do-it-all entrepreneur to a true business leader. Yes, it’s tough, but it’s also temporary—and absolutely worth it.

If you’re in this phase, take heart. You’re not failing—you’re growing. The resistance you feel is a sign that you’re pushing the boundaries of what’s possible. The key is to embrace the discomfort and lean into the investments that will set you up for long-term success.

Remember, every step forward—even the hard ones—is a step toward building a business that’s not just bigger, but better. And when you come out on the other side, you’ll see that the messy middle wasn’t a detour—it was the path to everything you’ve been working toward.

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