Time to read: 2:04 minutes
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1. One marketing idea

Your competitors aren't who you think they are.

I first encountered this idea after reading When Coffee and Kale Compete by Alan Klement. He suggested coffee and kale juice compete.

They are hired for the same "job."

It's based on the Jobs To Be Done Theory. And since I haven't done a "competitor analysis" the same.

How I think about who is competing for the same market is vastly different.

I think in terms of jobs and less of categorical boundaries (imaginary).

Hotels compete with Airbnb
Breakfast diners compete with intermittent fasters
Churches compete with other cults like CrossFit or the NFL.

It's hard to go back once you open your mind to this thinking.

And that's good.

2. Quote of the week

Marketing is about answering questions that CAN'T be answered.

It's a treasure hunt that goes on forever.

"I would rather have questions that can't be answered than answers that can't be questioned." – Richard Feynman (OG Physicist).

Many things in marketing are "sacred cows."

Who do we serve, and why?
How do we best serve them?
Where can we innovate for the future?

These things are "answered" and then never revisited.

I suggest an iterative process of defining and redefining these things.

You never TRULY know who you best serve. You have hypotheses.

And continue exploring new audiences (markets) for future success.

Seek better and deeper questions.

Rather than hold onto loose answers.

3. Episode on Paid Ads + Social + Content w/ Sophia Roamer

Most ads feel like ads.

Which contributes to them not "working."

So, how do you make ads that work?

Focus on the creative (or content).

And listen to what today's guest, Sophia Roamer, has to say on paid ads and content.

Why should you listen?

• Improve the effectiveness of your paid ads

• Create content that resonates

• Dominate social in an authentic way

Listen or watch here 👉 https://podcastonmarketing.transistor.fm/48

4. Life Idea

I've been hiding.

Usually, I'm more "open."

I've shared my wife's diagnosis, my own struggles, and other deep topics. But I've stopped.

I didn't notice when it happened.

I've also stopped doing my morning pages practice, allowing me to process things through free-flow writing.

The result? It builds up within me. Like pushing a giant ball under the water, it only will come back up "harder."

I hate hiding.
Yet I still do it.

I need help, yet I continually seek to help others.

I'm aware. That's step one.

I hope this confirms or sparks the idea of taking care of yourself.

A beautiful human reached out after my last email and said:

"I'm familiar with that about to unravel sentiment.
Remember to take some time for yourself."

Thank you.

I hope their message helps more than just me.

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To make that last part actionable, let me leave you with a question:

What is the one (self-care) thing you do that helps you be at your best?

Now, how can you do that daily? Make it happen!

(I needed that more than you)

– JO (every second counts)