The learning center

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

‍

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.

‍

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.

‍

It’s tempting to do it all in marketing. You can dabble in social media, experiment with ads, and throw money at the next great AI tool, hoping something sticks. But at the end of the day, all that effort doesn’t necessarily add up to results.

If your marketing feels like a treadmill—lots of motion but no real progress—here’s the truth: You don’t have a marketing problem. You have a focus problem.

Random acts of marketing might feel productive in the moment, but they often lead to bloated budgets, inconsistent results, and time you’ll never get back. What’s worse, they distract you from the one thing that can truly transform your business: a marketing system.‍

What Is a Marketing System?

A marketing system is a set of repeatable, documented processes designed to consistently attract, nurture, and convert leads. Instead of relying on guesswork, you streamline your efforts, automate where possible, and focus on the strategies that truly move the needle.

Once you embrace systems and adopt them into your marketing ecosystem, everything gets better.

Your lead quality improves.

Your revenue grows steadily.

Your business stops feeling like a guessing game.

If your goal is to build a business that works without you, a marketing system is non-negotiable.

Why Most Businesses Struggle Without a System

Many entrepreneurs get stuck in what I call the "marketing hamster wheel." They rely on scattered tactics—running promotions, posting on every social platform, or chasing shiny objects like the latest AI tool.

The problem? These efforts often lack alignment with long-term goals. Marketing becomes reactive instead of strategic.

Without a system:

- You’re always starting from scratch.

- You struggle to scale because everything depends on your manual effort.

- Your results are inconsistent, making it hard to plan or grow.

This lack of focus doesn’t just cost you time and money—it can keep your business from reaching its potential.

Winning Repeatedly, Not Just Once

Goals are for when you want to win something once. Systems are for when you want to win repeatedly. A well-designed marketing system allows you to win again and again, regardless of trends or external changes.

Take McDonald’s as an example. This multi-billion-dollar global business runs on systems so effective that even teenagers with minimal experience can deliver a consistent customer experience. How? Every process is documented, from how much sauce goes on a Big Mac to how many pickles are on the bun.

Your business might not need the same level of granularity, but the principle remains: When you build systems, you build a business that can scale.

How to Build a Marketing System That Works

Building a marketing system might sound daunting, but it doesn’t have to be. Here’s a step-by-step guide to get started:

1. Define Your Process

Start by mapping out your marketing process. This is the backbone of your system. Think about:

- How leads enter your business.

- How you nurture them (e.g., email sequences, webinars, or follow-ups).

- How you convert them into paying clients.

Begin with a simple outline. Complexity can be added later, but clarity is key at the start.

2. Automate Where You Can

Once you’ve defined your process, look for opportunities to automate repetitive tasks. Automation not only saves time but ensures consistency in your messaging. Tools like email marketing platforms, CRMs, and scheduling software can handle much of the heavy lifting.

What to Automate:

- Welcome email sequences for new leads.

- Follow-ups after a consultation or demo.

- Social media scheduling for consistent posting.

Automation lets you focus on high-value activities while your marketing machine hums in the background.

3. Delegate the Rest

Even with automation, some tasks still require a human touch. That’s where delegation comes in. Whether you build an in-house team or outsource to contractors, delegating allows you to scale without being the bottleneck.

Tasks to Delegate:

- Content creation (e.g., blogs, videos, or social posts).

- Client outreach or relationship management.

- Performance analysis and reporting.

If your business depends on you for every decision, you’ll always be limited by your capacity. Delegation frees you to focus on strategy and growth.

The Long-Term Benefits of Marketing Systems

A marketing system isn’t just about improving efficiency—it’s about transforming your business into an entity that can thrive without your constant oversight. One of the most significant advantages of systemizing your marketing is the ability to create a consistent experience for your customers. Whether they’re interacting directly with you, your team, or an automated touchpoint, they know exactly what to expect. This level of predictability builds trust and loyalty, which are invaluable in a competitive market.

Additionally, a systemized business becomes a valuable asset. Businesses with documented processes and streamlined operations are far more attractive to potential buyers, investors, or even franchisees. These systems signal reliability and scalability, which often translate into higher valuations and stronger market appeal.

Moreover, marketing systems enable true scalability. They allow you to replicate success across different markets, services, or products without reinventing the wheel each time. With these benefits in mind, ask yourself: if you stepped away from your business for six months, would it continue to run smoothly? If the answer is no, it’s time to make systems your priority.

Key Takeaways for Your Marketing System‍

Building a marketing system might seem complex, but it’s all about taking small, strategic steps that compound into significant results over time. Whether you’re just starting out or looking to refine your existing processes, these guiding principles will help you create a system that delivers consistent growth:

1. Start Simple: Focus on creating a basic process for attracting, nurturing, and converting leads. You can refine it over time.

2. Use Checklists: Document each step of your process in a clear, repeatable format.

3. Prioritize ROI: Don’t waste time on flashy tactics that don’t deliver results. Double down on what works.

4. Think Long-Term: A marketing system isn’t about instant gratification—it’s about sustainable growth.

Ready to Scale? Start Building Your System

The choice is yours: keep guessing with scattered tactics or build a system that works for you. The latter might take more upfront effort, but the payoff is undeniable—more time, more freedom, and a business that grows predictably.

Stop guessing. Start systemizing. Your future self will thank you.

When people ask me, “What’s the secret to writing a million-copy bestseller like The 1-Page Marketing Plan?” The answer is both simple and complex.

The simple answer? Write the book you wish you had.

The complex answer? Be willing to invest—not just time and effort, but money. In my case, $300,000.

Yes, you read that right. Three. Hundred. Thousand. Dollars.

It sounds absurd, doesn’t it? But let me take you behind the scenes of why that investment wasn’t just worth it—it was transformative.

Starting Small, Thinking Big

When I first launched The 1-Page Marketing Plan, I didn’t go all-in from day one. Like any savvy entrepreneur, I started small, treating the launch like a minimum viable product (MVP). The goal wasn’t to create a perfect product but to test the waters, gather data, and learn what worked.

This lean approach meant low-cost initial investments. I focused on things like:

• Producing a quality manuscript.
• Creating a compelling cover and title that aligned with my target audience’s pain points.
• Running small-scale ads to test messaging and positioning.

This allowed me to validate my product-market fit before committing significant resources. And here’s the key: once I saw traction, I didn’t stop.

Instead of treating my early success as the finish line, I treated it as the starting line.Starting small and testing is a proven strategy in any marketing campaign. Whether it’s launching a product, testing ads, or building a sales funnel, the MVP approach minimizes risk while gathering real-world data. 

But the key is knowing when to scale once you see results.

The Power of Calculated Risk

Here’s where many people hesitate: the moment when small success requires bigger investment.

After seeing early validation for The 1-Page Marketing Plan, I made the decision to reinvest—and not just a little, but aggressively. I spent on:

• Amazon and Google Ads: Targeting specific audiences with high buying intent.
• Professional Editing and Design: Ensuring my book met the highest standards of quality.
• Launch Events and Promotions: Building buzz and credibility.

This wasn’t about throwing money at the wall and hoping something stuck. Every dollar was strategically allocated to amplify what was already working.

Yes, it was risky. But it wasn’t blind risk. I had data to back up my decisions, from ad performance metrics to audience feedback.

Calculated risk separates successful marketers from the rest. Know your KPIs, analyze your results, and make decisions based on evidence—not fear. This applies whether you’re scaling ad spend, launching a new product, or entering a new market.

From Surviving to Thriving: A Mindset Shift

One of the biggest lessons I’ve learned—and one I share with my clients—is that marketing isn’t an expense. It’s an investment.

Let me share a recent example. A client of mine was running ads that were delivering great returns—more than 5x their monthly ad spend. But instead of celebrating, they panicked. Their instinct was to scale back, worried that continuing to spend might backfire.

My advice? Double down.

Here’s why: when you know your numbers, scaling up becomes a logical next step. In this case, their lifetime customer value far exceeded their ad spend, making every additional dollar invested a no-brainer.
Many businesses fall into the trap of penny-pinching when they should be scaling. This fear often stems from not fully understanding their metrics. 

Knowing your cost per acquisition (CPA), customer lifetime value (CLV), and return on ad spend (ROAS) gives you the confidence to make bold moves.

Why I Still Spend $15,000 a Month on Ads

Even today, years after launching The 1-Page Marketing Plan, I continue to spend over $15,000 a month on ads to promote my books.

Why? Because the returns go far beyond the immediate revenue. Ads don’t just sell books—they build a brand, expand your reach, and open doors to new opportunities.

For example, my continued investment in ads has led to:

• More speaking engagements and consulting opportunities.
• Inbound leads for high-value clients.
• Ongoing relevance in a crowded marketplace.

Think of ads as a multiplier for your efforts. 

A well-targeted campaign doesn’t just generate immediate sales; it creates momentum that fuels long-term growth. But to succeed, you need to constantly monitor and optimize your campaigns based on performance data.

What You Can Learn From This

You don’t need a $300,000 marketing budget to see results, but you do need to think like an investor. Here are some key takeaways:

1. Don’t Be Afraid to Spend.
   Too often, businesses treat marketing as a luxury instead of a necessity. Quality leads are worth their weight in gold, but you have to be willing to pay to find them.
2. Invest in Your Marketing.
   Whether it’s ads, content creation, or partnerships, every dollar spent strategically can generate outsized returns.
3. Start Now.
   Every day you delay is a day your competitors are pulling ahead. Marketing is a long game, and the sooner you start, the sooner you’ll see results.
4. Embrace a Growth Mindset.
   Be willing to take calculated risks and invest in your future. Fear-based decision-making will keep you stuck, but bold moves can lead to exponential growth.

The Bottom Line

The businesses that thrive are the ones willing to think big, take calculated risks, and invest in their own success.

You don’t need to spend $300,000 today, but you do need to ask yourself:

• Am I treating marketing as an expense or an investment?
• Am I basing decisions on fear or evidence?
• Am I ready to bet on bold moves to unlock massive rewards?

The journey to success isn’t about playing it safe—it’s about playing it smart.

So, what bold marketing move are you ready to make today?

As an entrepreneur, there’s one thing that never fails to spark my energy—big ideas. Ideas come to me in bursts, often in the middle of a busy day or even a late night. Some of these are ambitious marketing strategies; others, well…let’s just call them “creative” (like that late-night business brainstorm). Most of these ideas are scribbled down quickly, captured before they escape.

But here’s the problem: most big ideas, no matter how brilliant, never make it off the page.

The few that do? They’ve transformed my business in ways I once thought were impossible. In fact, one such idea was the seed for The 1-Page Marketing Plan, a project that’s propelled my business beyond what I imagined.

Ideas alone, without a solid strategy and execution plan, don’t bring progress. They’re potential without power. Here’s how I learned the importance of balancing creative ideation with actionable steps—and why every visionary needs an integrator to bring their best ideas to life.

The Spark of a Big Idea (and Why It’s Not Enough)

If you’re a business leader or entrepreneur, you know what it’s like to be flooded with ideas. Every new concept seems full of promise, each one a path to new growth or an innovative way to tackle a challenge. 

But there’s a catch: big ideas are just that—ideas. They remain nothing more than scribbles on a notepad or notes in an app unless they’re nurtured and developed into actionable strategies.

Without the right follow-through, even the most brilliant ideas gather dust. And that’s where many business leaders, myself included, often struggle. How do you make the shift from brainstorming to building?

Visionary vs. Integrator: The Secret to Bringing Ideas to Life

Gino Wickman’s book Rocket Fuel offers a powerful framework for tackling this challenge. Wickman describes two critical roles in any successful business: the Visionary and the Integrator.

The Visionary is the one who dreams big. They’re constantly spotting opportunities, envisioning new paths, and generating fresh ideas. Visionaries thrive on creative problem-solving, always looking for innovative ways to push the business forward.

The Integrator, on the other hand, is the one who ensures that these big ideas don’t stay trapped in the clouds. They’re grounded in practicalities, asking questions like, “How will we achieve this?” and “What needs to happen first?” An Integrator manages the details, turns concepts into plans, and brings those plans to life.

Together, Visionaries and Integrators create a powerful dynamic—one that’s essential for sustained growth.

‍My Real-Life Integrator: Why Every Visionary Needs Their "Anna"

In my business, I’m the Visionary. I’m constantly coming up with new strategies, ideas, and (sometimes wild) concepts. And if it were just me, most of these ideas would remain wishful thinking. Fortunately, I have Anna, our CEO and my Integrator, to keep things on track.

Anna is the person who asks the tough questions: “What’s most important right now?” or “Is this the right direction at this moment?” Her role goes far beyond managing tasks. She evaluates, organizes, and executes the ideas that matter most, ensuring that we’re constantly making meaningful progress.

It’s this Visionary-Integrator partnership that makes our business tick. While I focus on creativity and innovation, Anna is the glue that holds it all together, transforming raw ideas into real, impactful actions.

Why the Visionary-Integrator Duo Is Key to Growth

In many businesses, there’s a tendency to focus only on execution or only on creativity. But long-term success comes from a balance of both. The Visionary provides the creative energy and forward-thinking solutions, while the Integrator keeps the business grounded and productive. Without an Integrator, a Visionary’s ideas are at risk of stagnation. And without a Visionary, an Integrator may lack new avenues for growth.

The Benefits of a Visionary-Integrator Partnership:

1. Increased Focus: The Integrator helps prioritize ideas, ensuring the most important ones don’t get lost in the mix.
2. Structured Execution: With an Integrator, every idea has a pathway to implementation.
3. Consistent Progress: Together, Visionaries and Integrators maintain momentum, ensuring that goals are met and the business continues to evolve.

How to Find (or Become) Your Integrator

Whether you’re an entrepreneur just starting out or leading a team, the Visionary-Integrator framework can transform your approach to big ideas. Here are some tips for finding the right mix of dreamers and doers:

• Identify Your Strengths and Needs: Determine if you lean more towards Visionary thinking or Integrator skills. If you’re a Visionary, look for someone who’s detail-oriented, structured, and skilled at execution.
• Leverage Team Strengths: Sometimes, your Integrator may already be on your team. Identify who has the qualities needed to balance your strengths and turn ideas into actions.
• Bring on the Right Partner: If you’re struggling to keep up with execution, consider hiring an Integrator or working with someone who can take on that role, especially in key areas like marketing infrastructure and project management.

The Power of Turning Ideas into Action

Big ideas are only half the journey. Real progress comes when we have the right systems and people in place to bring those ideas to life. The Visionary-Integrator duo isn’t just a way to manage tasks; it’s a strategy for turning potential into progress, creativity into results.

So, if you find yourself sitting on a stack of uncompleted ideas and half-baked concepts, ask yourself: Do you have the right team or partner to help make them real? Because the magic doesn’t happen in the idea stage—it happens when ideas meet action.

Here’s to putting ideas into action and creating lasting growth.

You’ve probably heard it countless times: *“Work on your weaknesses.”*

But here’s the thing—I disagree. And I’ll tell you why this common advice might just be holding you back.

If you spend all your time trying to fix weaknesses, what happens to your strengths? Those unique skills, the very things that make you stand out, can end up neglected. And if your strengths stagnate, so does your growth.

Let me give you an example.

Why I’ll Never Be a Swimmer (And That’s Okay)

I’m not a strong swimmer. No matter how many hours I train, I’m just not built for it. My strengths lie elsewhere—in marketing strategy, crafting campaigns, and guiding entrepreneurs to success. You won’t catch me in the pool anytime soon, but you will find me helping clients thrive.

Imagine if I spent all my time trying to become a better swimmer, forcing myself to spend hours at the pool. Sure, I might improve a bit, but at what cost? My time and energy are better spent on the things that come naturally and yield real results.

And this is what I encourage you to consider. Instead of getting bogged down by weaknesses, focus on making your strengths exceptional. Here’s my advice on how to do just that.

1. Outsource What You’re Good At—If Someone Can Do It for Less, Let Them

We often think that if we’re good at something, we should keep doing it ourselves. But consider this: if there’s someone who can do that same task at a fraction of the cost (and free up your time), why not hire them? For example, if administrative tasks or graphic design are taking up hours of your week, think about hiring someone to take those on.

You don’t have to outsource everything. Start with one or two areas that you can comfortably hand over to others. This way, you can stay focused on where you bring the most value—areas of expertise and creativity that drive your business forward.

2. Invest in Marketing Resources That Amplify Your Strengths

Every business needs foundational marketing in place, but many entrepreneurs spread themselves too thin trying to do everything. When it comes to marketing, there’s a better way to leverage your strengths: budget for specialized support. Whether that means setting aside funds for a marketing coordinator, copywriter, or digital strategist, building a team around your strengths is invaluable.

A good rule of thumb is to budget around $5,000 per month for specialized support in marketing (to start). While it may seem like a big commitment, investing here can yield a far better return on your time and effort than tackling it all yourself. Bringing in skilled people to manage specific areas allows you to focus on your strongest contributions to the business.

3. Staff Your Weaknesses—Before Burnout Becomes a Barrier

Hustling is great, but without support, you’ll hit a growth ceiling—or worse, burnout. Rather than constantly working on your weaknesses, staff them. This means hiring people who are skilled in the areas where you aren’t, whether it’s technical tasks, operations, or customer service.

For instance, team building is non-negotiable for my clients. Before joining my program, we make sure clients are either ready to hire a marketing specialist or have already brought one on board. The impact this has on long-term growth is immeasurable. One client recently shared their story of how changing their marketing coordinator gave their business the boost it needed:

*"Since June, it’s been skyrocketing! We changed our marketing coordinator and found the right fit for us. Things were stagnating, but with her help…it just took off."*

When you staff your weaknesses, you can channel your energy into what you do best, ultimately fueling sustainable growth.

Strengthen Your Strengths

Focusing on your strengths isn’t about ignoring your weaknesses—it’s about recognizing where your time and energy yield the highest return. By outsourcing, investing in support, and staffing your weaknesses, you can keep your focus on what you’re truly best at. It’s not about avoiding challenges; it’s about investing your resources wisely for the best possible growth.

Remember, growth is about working smarter, not harder. Embrace your strengths, delegate your weaknesses, and watch your business thrive.