It wasn’t that long ago that getting in front of people was expensive by default. You paid the printer for a newspaper ad. You paid the TV network for commercial time. You paid agencies for billboards in high-traffic spots. Whether your audience cared or not, your only play was to interrupt their day and hope you snagged some attention.
Now? The rules are different. You can post an eight-minute video, spend twelve minutes editing, and find yourself with ten million people watching. That’s not the norm, but it’s possible. And that possibility shifts everything about how modern marketing works.
The real leverage sits in the gap between mass and precision. Maybe you don’t get millions, but you can reach the two hundred fifty-eight people who actually matter for your next deal – often for free. The tools are right in front of you. If you’re banking on some chance encounter or cold call to land that meeting, consider what’s happening on LinkedIn right now: your ideal contact is scrolling, actively deciding what to pay attention to. What will you share to earn their time?
Anyone remember car shopping in the mid-nineties? You walked onto a lot blind. No idea if you were overpaying, what condition you’d find, or if that dealership could be trusted. The internet flipped that dynamic on its head. Suddenly, every buyer had more power than any seller.
A lot of businesses are still coming to terms with what that shift means. If your customer can make decisions on their own time, in their own space — whether it’s a $200 pair of shoes or a medical device that costs six figures — you can’t out-muscle them with exposure. Information flattened the playing field, and buyers hold the cards.
Consider Celsius, the energy drink brand. In 2012, Costco dropped them, and their business hit rock bottom. The problem: good product, zero lifestyle identity, and no one knew who they were. Lots of brands hit this wall and fold. Celsius chose to pivot.
They shifted out of big-box retailers and invested in niche placements: gyms, community expos, and CrossFit events. Then they leaned all the way into fitness influencer culture on TikTok and Instagram. Instead of trying to win with everyone, Celsius focused on a new kind of customer: wellness-first, athleisure, and performance-driven. They built brand awareness where it mattered and rode the wave as the “healthy energy drink” for a new generation.
If you’re frustrated that marketing isn’t “just driving sales,” spend a few minutes here. Words like “brand awareness” aren’t filler; they are foundational pieces. When you solve that puzzle — relevance, timing, identity — growth unlocks quickly. Celsius is proof.
There was a time when everything felt new and energizing. In the early days of sales, the action was constant — learning, adapting, connecting. Then came the first seasons of entrepreneurship: fast wins, fresh energy, constant stretching and building.
But, for many of us, that eventually gets buried under pressure and burnout. The good news is that those seasons loop back around. With some space and perspective, everything gets lighter again. These cycles — the tough stretches and the returns — are part of what makes the next chapter exciting.
If you’re in the thick of it right now, know that meaning piles up in the difficult seasons. It never feels that way at the time, but pushing through reshapes how you show up both at work and in life.
There’s never been a time in history — until now — where you could reach a million people for free. Social platforms are the modern distribution channel. You just need to use them thoughtfully.
Not every business gets this yet. Recently, I met with a prospect who couldn’t figure out why his marketing was stalling. It was clear: he still expected leads just by “putting up a sign.” Years ago, that worked. You could run a transactional billboard, a quick radio spot, or a TV ad and check back for results. Today that mindset isn’t just outdated — it’s a risk.
On the internet, consumers are in control. Anything that “looks like an ad” gets skipped. The content people actually engage with is the content that delivers value. If you can earn attention on merit, you’re already past the hardest part.
TikTok made this merit-based approach visible, and now every platform follows the same pattern. It’s less about buying eyeballs, more about building trust and relationships at scale. And every week, more businesses realize the advantage.
We hear “but what’s the ROI of that?” all the time. The answer sits in plain sight: look at any brand rewriting records in under a decade — most of them have built their foundation on social. The path from exposure to trust to scale is not always straightforward, but it works.
It’s simple: start with a strong product, then turn up marketing. You can’t campaign your way out of operational issues. If your foundation isn’t right, advertising only amplifies the gaps.
Take Avocado Theory — a client and friend breaking new ground in fast casual. He holds us accountable for growth, but never lets anyone forget: nothing happens if the food and service don’t deliver. He’s building something big, but always gives credit to the back-end, not just the front-of-house marketing.
Not every story needs to scale, though. Sometimes it’s one relationship at a time. Case in point: Brad, our UPS driver. After a few missed package signings, he offered to text when he was on his way. He goes out of his way, keeps conversation warm, and — just last week — handed our business card to another local company that he thought would be a good fit.
That’s human connection in action. It reminds us that meaningful relationships come from real care, not just big ideas or digital tricks. Brad is proof: sometimes the best business interactions are simple, genuine, and neighborly.
A quick personal share: kicking a long-term nicotine habit wasn’t easy. For me, Pellegrino ended up filling the gap. Now, six months free, I can see what a difference it makes — physically and mentally. The key was replacing old patterns with positive ones and having patience during the reset. The journey wasn’t just about health, but about accountability, new momentum, and finding little joys along the way.
Whether you’re just getting started or trying to re-energize your marketing, the opportunity is the same as it’s always been — just with fewer gatekeepers now. Reach is cheaper, even free, but trust is scarce. Focus on the basics: build great products, connect earnestly, and invest in the relationships that matter.
The story that wins is the one that feels both real and earned. Your growth starts with showing up — for your audience and for the people next to you.
Your advantage is not just reach — it’s the real relationships you build along the way.
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