Hope you're getting a lot of love today. Here's my love letter to you...

Most entrepreneurs have a love affair with their product or service and an obsession with their competitors.

They've figured out their product but have no idea or are fuzzy at best about who their customers are.

A few years ago, in one of our programs, we recognized that the business owner was almost always the bottleneck.

On our 1:1 calls, we'd agree on strategy and the next steps to move things forward. A week, two weeks, sometimes even a month later, we'd find that little or no progress had been made on the agreed action steps.

Why?

Because the business owner was too busy—they were spinning too many plates, putting out fires, and getting distracted by bright, shiny objects. This had become a very common story with many clients. We tried all the usual "coach" things—accountability, reminders, pushing, etc.

Nothing worked because entrepreneurs are typically big-picture, visionary, ideas people. I'm like that, and I bet you are too.

Being the "ideas person" is a super important role, but it has one fatal flaw—we're not great at micro-implementation.

So we did the next most obvious thing and got clients to hire a marketing coordinator. Someone who'd do the day-to-day implementation of the marketing. Stuff that was critical but also stuff that the business owner would find too boring and time-consuming to do consistently. Then, we hit another roadblock...

The entrepreneur would now procrastinate on hiring, take months to get someone on board—and in the end, they often made a bad hire.

We solved this by adding a marketing coordinator recruitment service to the program. We did all the heavy lifting of vetting, hiring, onboarding, and training a marketing coordinator for them. Then we'd work with this person to do the marketing implementation—all the stuff that the entrepreneur couldn't, wouldn't, or hated to do.

Clients started getting massive results. They felt like a big weight had been removed from their shoulders, and they absolutely loved us for doing this for them.

I never imagined we'd be offering a recruitment service when we started helping clients build out their in-house marketing capabilities—but here we are. I tapped into a strong customer pain point.

It has allowed us to create a world-class program that helps clients get powerful results.

Had I remained in love with my product instead of my clients, I'd still be frustratedly trying to fit a square peg into a round hole.