How to claim a gap. Once you’ve seen the gaps in your market, how can you claim it? Here’s an approach. These factors lever and build on one another to

Forget about mission and vision statements —they’re useless in this context. This is not a marketing / branding exercise and definitely NOT aspirational (there’s a HUGE difference between aspirational and

It’s the thread of what you do and what overarching story it tells. It’s a sustained arc about how you show up, what you do from a high altitude view

What are the right filters for you to shine doing what you do? The way you can make this feel right is analyzing through your inventory and the narrative that

The ability to choose where to put your energy so your impact is of greater magnitude. This is where you excel at —and where the right fits, inspiration (and money)

A clusterfuck. The perfect combo for failure. To avoid it, start Thinking Like A Diver. Clusterfuck [diving].— A hectic situation where too much is happening at once. It causes stress

You know what’s interesting about dive certifications? They’re a productized service. You know how much time it’ll take you. You know the scope of work. You have a fixed, published

A good thing and a “bad” thing. Yesterday’s email said that diving is a commodity and a scaled productized service. And that it’s a good and a bad thing. Depending

In an atomized market, if you do average, you get average. To stand out you need to be an outlier. Thinking as most people, in diving it could be in

You’ve seen now a bit of how diving could relate to business and how some principles could be applied. If there’s one thing I wish for you to stick with

Here are some beliefs that are well-extended in business. Most of them though, take an approach from 100 years ago: an industrial era, not a knowledge era. Thought leadershit The

There’s this belief(?) that you can produce thought leadership.It’s bullshit. It’s like saying that you can produce leaders. A manufactured process (aka certifications) where you put one person in and,

Now that the Leadershit part is off my system, we can talk about Thoughts today. You do produce thoughts —as opposed to… everybody else? Right… “I’m A Thought-Leader” Are you,

Break the cycle The point of these last emails is to provoke you and push you to question yourself what’s going on. Also, to give you some places, resources and

Perks of having a two-year-old in kindergarten: you can get sick out of the blue. ???? Jonathan Stark sent this email: No people, no problems. Well, here i am (people)

You must’ve heard that to get people to buy from you, you need to influence them. That you need to convince them. And that that is called marketing Marketing is

When you’re leading, you’ll hit resistance. That’s only natural. Even when the ones you’re leading fall under the innovators part of the curve [innovators, early adopters, early majority, late majority,

Andy’s at a department store, looking for some things to buy and saw this mic… that didn’t have a price. Approached one of the sellers and asked for help. –

Most people think you need to fit-in and blend-in, but actually you need to stand out, like a square in a world of circles. You don’t need to find product-market

After yesterday’s message (on the response from Samsung to Apple re: their new tablets), this reply by fellow daily emailer Wes Wheless from The Lightbulb summarized the feeling: “It feels