The 20 Percent Edition Nr. 11: Creating Your Opportunity Space With Content Curation

Hello friends, and welcome to this edition of The 20 Percent. This week’s breakthrough idea is about building your opportunity space with content curation: Consistently creating original content is hard. It’s hard because creativity needs fostering, and original ideas need time to mature. But writing your content from scratch isn’t the only way to build an audience. There’s an … Read More

The 20 Percent Edition Nr. 10: Reaching Your Minimum Viable Audience With Your Website

Hello friends, and welcome to this edition of The 20 Percent. This week’s breakthrough idea is from Seth Godin’s This Is Marketing. The marketing that has suffused our entire lives is not the marketing that you want to do. The shortcuts using money to buy attention to sell average stuff to average people are an … Read More

The 20 Percent Edition Nr. 9: Using the Overton Window in Marketing

Hello friends, and welcome to this edition of The 20 Percent. This week’s breakthrough idea comes from the mid-1990s and is called The Overton Window. The Overton Window is a model for understanding how ideas in society change over time and influence politics. The core concept is that politicians are limited in what policy ideas they … Read More

The 20 Percent Edition Nr. 8: Out Caring Your Google Competition

Hello friends, and welcome to this edition of The 20 Percent. This week’s breakthrough idea is from Wil Reynolds, founder & director of strategy at Seer Interactive. In a service industry like mine, if you out care your competition, you will kill them. If you care more about your customer’s outcome, if you care more about your team’s outcome… we can destroy our … Read More

The 20 Percent Edition Nr. 5: Applying Ockham’s Razor to Website Marketing

Hello friends, and welcome to this edition of The 20 Percent. This week’s breakthrough idea is a methodological principle (and one of my favorite mental models) called the Ockham’s razor. Suppose that there are two explanations for something. The explanation that requires the least speculation is invariably better. The more assumptions you have to make, … Read More

The 20 Percent Edition Nr. 4: Creating Serendipity With Website Marketing

Hello friends, and welcome to this edition of The 20 Percent. This week’s breakthrough idea comes from Naval’s Making Money Isn’t About Luck. A lot of people think making money is about luck. It’s not. It’s about becoming the kind of person that makes money. Naval is one of my favorite thinkers. Moreover, his breakthrough … Read More

The 20 Percent Edition Nr. 3: Making Your Website the Center of Market Gravity for Your Business

Hello friends, and welcome to this edition of The 20 Percent. This week’s breakthrough idea is from Alan Weiss’s Million Dollar Consulting. Marketing is the art and science of creating need […]. When you knock on a door, you have to justify why you want entry. When people knock on your door, they’re happy to … Read More