I used to work on retainer, helping direct strategy for some of the internet’s biggest brands.
Until it didn’t.
Until I noticed a growing sense of unease over whether I was helping.
On the surface of course I was helping. By and large the businesses I partnered with were growing and models were aligning and profit was increasing and all was good in the world.
But underneath the surface it wasn’t as rosy. I know how to grow businesses, and the entrepreneurs I was helping hadn’t had that experience before, so they were ceding decision making to me.
But it doesn’t work (can’t work) that way, and by making their decisions, I was hurting the same businesses I was trying to hard to help.
👉🏽Because I was allowing the CEO’s to stay in their comfort zones
👉🏽Because my presence meant they weren’t facing the real emotional choices + hurdles only they could face
And so I stopped offering retainers.
Now I guide, show and teach but don’t do.
👉🏽I show you where things might be out of alignment.
👉🏽I guide you to better options and help you choose which of those options makes the most sense for you.
👉🏽I teach you how to implement your choices.
It’s worlds better for everyone.
Why am I sharing this now?
Because the other day I was talking to a copywriter and she confessed “I worry I’m ruining these businesses because when I write for them I end up making decisions they should be making.”
YES. A critical insight for her, and her business and her client’s businesses will be better for it.
And so my message to you is:
Your Ads managers.
Our role is to amplify and perfect what’s already working for you.
To find you the extra 10-30% that takes you from a good business to a life-changing business.
It is not to take your idea and build it from scratch for you.
We can’t (and won’t) do that for you, because we know it’s a path to nowhere for you, and we want you on the path to everywhere.
Tell me in the comments where you’ve been asking someone to solve something for you, when instead you could be asking for guidance to solve it yourself.
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