Done for now

I was planning on think-publishing my way through the ring of commerce question in December, but each time I try, it kind of falls apart. I’m also somewhat haunted with this doubt: maybe this whole brand colosseum idea is an overly baroque way to think about something much simpler. Maybe the whole things is unnecessary?

For example, here’s an alternative approach that uses some of the same ideas, but with much more simplicity:

  1. Sell your market the stuff — products or services or both — it wants to buy. Use tasteful direct response marketing to do so.
  2. Over time, seek the transformative idea you would like your market to buy into.
  3. When you find that idea, allow it to change your business and accept some risk as you do so. Really embrace this idea and become its champion at all levels of your business.
  4. This embrace will probably naturally weed out service offerings that are incoherent, and new service/product offerings will probably naturally include an invitation for folks to buy into the idea.

Said differently, I wonder if the worthwhile idea in all of this is the notion of having an idea worth inviting others to buy into at the center of your business.

Many of us start with selling the market what it is already aware of and already willing to pay money for, so I’m not sure it’s sane to suggest building a business from the inside out. I think we all build from the outside in.

I needed to try the pop-up email list thing, but it doesn’t seem to actually solve anything for me, and it adds complexity-cost that I don’t love.

So here’s what I’m gonna do:

  • Delete the tag that creates the Colosseum segment on my email list
  • Go back to emailing my whole list 3 to 5 days/week
  • Keep noodling on this relationship between brand marketing and direct response marketing and brand building in the context of the indie consultant business model.

Thanks for joining me for this, and sorry it didn’t lead anywhere more amazing.


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