Just Be Relevant

The trolls are out. They’ve picked up the scent. They know that you’re thinking about growth again, and that maybe – maybe – you’re in a position to open your wallets for that simple magic pill that will mysteriously put you back on the fast growth curve.

You can tell by the increase in emails, and (even) direct mail from companies, and self-professed “gurus”, who have never provided the slightest scintilla of value to you in the last three years.

They’ve been quiet and bunkered until now, but hey, now that people are thinking about growth why not take advantage of “web 2.0” to fill your email, RSS readers, Twitter streams, and Facebook walls with the promise of growth made simple – all you need do is buy their secret code.

Here’s my advice to every fast growth executive out there:

• First, if the person making the offer has not been sharing their wisdom for the last three years – don’t listen to them!


• Second (and far more important than the first), if you want to make a dent in the market, if you want buyers to buy more from you (at higher prices), the start is quite simple – just be relevant to them. Put your needs aside and instead focus on helping your buyers get their results (even if they don’t buy from you).