I'm going to say something that might piss some people off. Your business doesn't need to be the best to win. Every business coach out there is telling you: Be the best in your industry. Have the best customer service. The best product. The best reviews. But here's the truth: When someone's searching for a service, they're not looking for "the best." They're looking for someone they know, like, and trust. And that comes down to one thing: who stayed top of mind. Real scenario that happens every day: Meet Danny. 34, works in finance, hasn't been to the dentist in 3-4 years. Sees a friend's teeth whitening post. Thinks "I should get a cleaning." Searches "dentist near me." Five practices pop up. All have 4+ star reviews. All look professional. All seem fine. Then his boss Slacks him about a report due at 3pm. The dentist search? Totally forgotten. Sound familiar? This is happening to YOUR business right now. Someone's interested, but the urgency isn't there yet. You get bumped to the bottom of their mental priority list. What happened next changed everything: Two days later, Danny's scrolling Instagram before bed. Video ad from Dr. Gurki Malhi at Onyx Dental pops up. He's explaining why checkups matter even when teeth feel fine. Plaque buildup, early cavity detection, oral health connecting to heart health. Danny watches half the video. Doesn't click. Doesn't book. Just absorbs it and keeps scrolling. Next morning, coffee in hand, scrolling Instagram again. Another ad from Dr. Malhi. This time showing their office - clean, modern, comfortable. TVs mounted above every chair so you can watch Netflix during cleanings. Plus free teeth whitening for new patients. Danny thinks: "That's actually pretty cool." By lunch that day? He's booked. Here's the question: Was Dr. Malhi the "best" dentist Danny could have chosen? Maybe. Maybe not. But here's what he definitely was: Top of mind. The lesson for every business: When Danny searched, he saw five practices. All qualified. All could clean teeth just fine.

I get 15 cold pitches every single day on LinkedIn. Every. Single. One. Goes straight to trash. You know what gets my attention? The person who authentically commented on my AI tools post last week. The one who had something interesting to say about the Harlequins' rugby match. The entrepreneur who asked if the Jays will win the world series. That's not selling. That's being human. I just published a new blog breaking down why cold pitching is dead and what actually works in 2025. Here are the key points: The Visibility Goldmine Everyone Ignores: Your comments on other people's posts are free real estate. When you drop a thoughtful comment on a post from someone in your niche, hundreds (sometimes thousands) of people see your name, face, and headline. But "Great post!" doesn't cut it. You need to bring something real to the conversation. The Familiarity Formula: My warm outreach response rate? Over 95%. Why? Because people already know who I am before I reach out. They've seen my content. They've engaged with my ideas. By the time I message them, it's not cold - it's continuing a conversation we already started. The 5-Step Play: 1. Post valuable content consistently (4x per week is my recommendation) 2. Engage authentically on posts from people in your space 3. Build visibility through thoughtful comments 4. Notice who's engaging back 5. Reach out with context - not a pitch The Time Reality: I'm at a point where I'd rather spend Saturday morning coaching my kids' rugby than sitting on a 3-hour sales call for "extra cheese." My Saturdays are for family. My time is non-negotiable. When you ask for a 30-minute meeting, you're not asking for 30 minutes. You're asking me to give up something I can't get back. That better be worth it. Bottom line: The relationship comes first. The business comes second. LinkedIn isn't a slot machine. You can't automate your way to relationships or cold pitch your way to trust. Drop your worst cold pitch from this week below. 👇

Just wrapped an episode of the podcast with Cristian Ionescu and he dropped a game-changing insight that every entrepreneur needs to hear: "If you're not ashamed when you launch, you launched too late." This is the 7-Day Startup Philosophy in action. Here's what this means for YOU: Stop perfecting. Start launching. We spent MONTHS building an AI tool, trying to make it "perfect" before launch. By the time we released it, the market was flooded with competitors doing the same thing. Cristian's approach? Launch fast, let customers tell you what they actually need (not what you THINK they need). The harsh truth he shared: - Henry Ford was right: "If I asked customers what they wanted, they'd say faster horses, not cars" - Your customers will ask for "faster horses" (incremental improvements) - BUT you still need to build the "car" (innovation they don't know they need) - The trick? Launch both quickly and iterate based on real feedback Bottom line: Speed beats perfection. Customer feedback beats your assumptions. Movement beats planning. Question for the community: What are you perfecting right now that you should just launch? Full episode below if you want the complete breakdown on AI, affiliate marketing, and why experienced professionals are struggling to find work right now.