Time to read: 2:45 minutes
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I'm a free agent again.

It's been a year and a half since I was searching for a job. I fell off the wagon again.

This time feels different.

I'm confident and optimistic about this next career adventure.

As the great philosopher Big Sean once said,

My favorite question I used to ask is "God, why me?" 
But God don't give what you want, God give you what you need

This is what I need.

Enjoy this week's letter:

1. One (marketing) Idea

Pick two:

• A great name

• A great product

• A great team

What really matters? That’s the question we ask in marketing.

The answer is what we focus on. I hope you picked the final two bullets.

While a leading question, it highlights something I believe:

Names are secondary, if not tertiary, to influencing the outcomes we’re aiming for.

So why do we focus so much damn time on them?

Groundhog day

We were launching a SaaS product. I had worked at a consulting firm for 4+ years, and we had made the leap to selling software.

I’d estimate we spent over 20 hours discussing names.

While we had a product to improve (build!) and a culture to refine, we focused on the name instead. And I would say (till blue in the face) how this was a waste of time, and we must focus on the higher aims.

I dreaded the infinite loop of conversations on names and why they mattered.

I had little support. Because this is an unchallenged belief we hold:

Names impact the outcomes we desire.

I disagree. And I aim to prove that in the following essay:

(Continue reading the unedited essay)

2. One Quote

"Rather than pick segments to target and focus efforts on, you should aim for your brand to come to mind across a range of different usage contexts (or category entry points)." Dan White (The Smart Branding Book)

Dan's brilliant. He gets it.

I call these jobs (they would hire you for). Defining it takes more time, yet it allows your marketing to resonate. And for better resource allocation.

"It's vital for marketers to know the relative sizes of these usage contexts. This info indicates which areas would offer the greatest growth potential, should the brand dominate them."

One way to figure out these usage contexts is to ask. Talk to customers.

Ask "why" to those who switched or never bought. Try to understand the context or job to be done.

Great marketers do the extra work to get this information.

3. One Episode (Season 3 Outro)

The end of Season 3 is here...

BUT, we're only beginning.

In this episode, I share:

• Where we've been (past seasons)

• Where we're going (the next season)

• A novel idea for future seasons

• AND 3 tips for modern marketers

I hope to see you back for the next season starting Nov 10, 2024.

Enjoy 👉 https://podcastonmarketing.transistor.fm/55

4. One (life) Idea

I remember the night we found out we were having a child.

It was a Tuesday in February—the worst day in the worst month.

We'd been trying for a year or so. I was excited...and terrified.

Scared that the things I needed to face couldn't be pushed off.

Everything wrong with me and where I'm not at became clear. There was no more hiding.

For the past seven months, I've been struggling with that. I know what I'm "going through" is nothing compared to ACTUALLY CARRYING OUR BABY. I am grateful to my wife.

And I also cannot ignore the "weight" (perceived or not) that's been on me. I can't shake this dark cloud.

I've always been this way: hard on myself.

But this is a new beast. The clarity of my inadequacies is stark.

I've always believed in constant improvement.

This has stress-tested that belief. I still believe the goal of human life is the progress of self (toward peace, joy, and love).

I thank God for that. Even while difficult.

Know that if you're going through something similar, I'm with you, aiming to progress through the struggle.

5. One Photo

29! (How did that happen?!)

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– JO (every second counts)