Want to know the secret to growing faster?
Sorry. There is no secret. There is no hack. There is no shortcut.
Growing faster takes basic, hard work. It’s about making sure more people who you wish would pay you money know who you are, get what you do, and feel like they can trust you. That’s it.
And the goal isn’t to make them buy your thing right now. Nobody knows how to do that. It’s impossible. It’s not up to you.
All you can do is get yourself into the pole position. The goal is to become their first call when they’re ready for your help. (And to hang around the hoop so you’re the first to notice when they might be close to ready.)
So go ahead. Track your metrics. Build your tech stack and your website and your pipeline model and your outbound motion and your automations and your workflows. Sprinkle a little AI on top. Make it as complicated as you want. (That’s part of the fun: All the digging in and nerding out and over-analyzing.)
But don’t forget about what really matters.
Don’t forget about the job you’re actually here to do.
You’re here to pick a niche, understand the people who work there, and blanket them with the most helpful stuff they’ve ever seen.
Stuff that makes them go,
“Huh. That was worth my time. I kinda like those guys. They get me.”
Stuff that leaves a good taste in their mouth. Stuff that makes them think of you when the problem you solve finally moves to the top of their to-do list. Stuff that creates an undeniable pile of evidence that you are worthy of their consideration.
It’s actually really simple.
And really, really hard to do it well.
Trying to figure out your growth strategy? Here’s a free collection of my best stuff on the topic - including how I coach CEOs to think about growth, how you can start using simple customer research to inform your marketing strategy, and how you should think about training your sales team.
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Hi Paul! While there isn't one, I believe the most important thing you can do is have a Point of View. You need to frame, name, and claim the problem you are solving. Too often, companies focus on features, their product, and why they are better (the worst thing you can do).
Next, evangelize the FROTO - how your solution bridges the gap from the old world to the new world. You do this through deliberate languaging.
When you have a clear POV, your customers will evangelize it too - using that same language. This creates word of mouth, the best marketing of all.
The company that evangelizes the POV is immediately seen as the category leader.
Companies that don’t do this fall into the “existing market trap”—constantly worrying about competitors or who is “better,” rather than focusing on what makes them different.
When you focus on your different and deliver massive outcomes for your customers, you grow faster, lead the market, and stop competing.
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