Dear reader,
We live in a noisy world.
There’s an all-out war at all times for people’s attention.
More information pours into our heads in 2026 than anyone living in the middle ages would have received in dozens of lifetimes.
Attention is precious and people guard it jealously.
It’s for that reason, that simply being “the best” at what you do is not enough to succeed in business, let alone grow to become a dominant force in your industry. You need to be present in the public consciousness. You need to be top of mind with your prospects. You need to BREAKTHROUGH the cacophony and shake your prospects out of their Doomscrolling Stupor and demand they take action.
Because the uncomfortable truth is: your prospects aren’t usually out and about eagerly looking for you to give you money. They would rather do nothing. They would rather play on their phone. They would rather watch slop on Netflix.
They need you to reach out, grab their attention, make your case and convince them to do business with you.
It’s a lot of work. But it’s necessary work. (And you’re not alone, folks like me exist to help you!) Because if your people don’t know you, they can’t do business with you. And with how many other things that are fighting for their attention, you simply “being the best” isn’t going to blip their radar.
You might be the best business, or have the best product on earth. But if nobody know about you or what you do, you won’t get a single customer.
This is why you need marketing and advertising. To get eyeballs on your stuff and convert those eyeballs into happy, paying customers.
Think about it this way, marketing and advertising is a fundamental part of your business. It’s not an afterthought or an inconvenient expense. It’s an investment in driving new buyers into your business and generating the Mother Of Business Growth: monthly recurring revenue from existing customers.
Put another way, part of being “the best” is having “the best” presence in the market place.
Which is why there are plenty of examples where inferior businesses and products become dominant in their industries. Simply because they dominated the public consciousness and built themselves up as THE de facto option for the customers they serve.
They’re not the best. But they did the best job positioning themselves as “the best.”
That’s what you have to do if you love your business, product and customers.
Best wishes,
Mike
