There\u2019s an implicit belief, especially in marketing, that success requires cleverness. That winning means discovering the hidden shortcut, the growth hack, the revolutionary insight no one else has seen.<\/p>\n\n\n\n
But often, the opposite is true. And to the extent that it is a hidden shortcut, growth hack, or revolutionary insight that unlocks business success, those are often euphemistically tripped over in the banal routine of your daily walk to chop wood and carry water. <\/p>\n\n\n\n
It’s my opinion that we’d benefit immensely if more people focused on getting the basics right and doing so consistently. <\/p>\n\n\n\n
At Omniscient, we run an organic growth agency that prides itself on being at the forefront of innovation (AI, automation, novel frameworks, etc.)<\/p>\n\n\n\n
But I think the reason our clients trust us and like us is not the ability to dazzle them with our intelligence (I\u2019ve tried – that often falls quite flat) \u2013 it\u2019s our obsession with the fundamentals, and even more so, the details. <\/p>\n\n\n\n
That means:<\/p>\n\n\n\n
- \n
- Sending clear, structured weekly updates, ensuring no one is ever left wondering about progress or action items. <\/li>\n\n\n\n
- Preparing detailed, thoughtful agendas for meetings, making them not just useful but enjoyable. My explicit goal is to make our meetings something that clients actually look forward to attending.<\/li>\n\n\n\n
- Checking deliverables for errors, not out of perfectionism, but because attention to detail signals respect to the work and dignity. <\/li>\n\n\n\n
- Knowing the data inside and out, even if we don\u2019t surface every detail in a call. Deeply, deeply understanding the business context of our engagements. <\/li>\n<\/ul>\n\n\n\n
It\u2019s tempting to overlook these things in pursuit of bigger, flashier work, frameworks, models, and experiments. But over time, the basics, executed well, over and over, create an experience that no amount of one-off brilliance can replace.<\/p>\n\n\n\n
As my co-founder David<\/a> put it in our podcast discussion (referencing Unreasonable Hospitality<\/a>):<\/p>\n\n\n\n
\u201cThere\u2019s the black and white stuff you have to get right\u2014the table stakes. And then there\u2019s the color you add. The memorable experience isn\u2019t just getting the right dish to the right table. It\u2019s the human touch around it.\u201d<\/em><\/p>\n\n\n\n
Many are lurching forward for a shiny new piece of back office technology and not thinking about the \u201ccolor,\u201d let alone the black-and-white fundamentals.<\/p>\n\n\n\n
No matter how creative the amuse-bouche is, if your glass of water (or wine) is constantly empty and no waitstaff is even looking at you, it\u2019s going to be a frustrating experience. <\/p>\n\n\n\n
Trust Compounds Faster Than Genius<\/strong><\/h2>\n\n\n\n
It\u2019s a simple principle: do what you say you\u2019ll do, when you say you\u2019ll do it.<\/p>\n\n\n\n
Yet, in a world where missed deadlines and overpromises are the norm, basic reliability becomes a competitive advantage.<\/p>\n\n\n\n
I\u2019ve seen it over and over:<\/p>\n\n\n\n
- \n
- High-energy, high-intelligence people are apt to crash out without developing (and EQ).<\/li>\n\n\n\n
- Many ambitious over-promisers crash and burn (such that it\u2019s a recurring theme in literature<\/a>).<\/li>\n\n\n\n
- But conscientious people, the ones who follow through, who communicate when they\u2019re behind, who take ownership, tend to continue rising, learning, and growing, typically developing requisite skills, social intelligence, and stamina to achieve whatever they want.. <\/li>\n<\/ul>\n\n\n\n
Raw intelligence and hustle are valuable, but they mean little without reliability. And while conscientiousness might not get as much fanfare as ambition, I\u2019ve never seen a truly conscientious person fail in the long run. But I\u2019ve seen plenty of ambitious people flame out because they couldn\u2019t deliver on their own commitments.<\/p>\n\n\n\n
I, myself, in my earlier career, often lacked the organization and conscientiousness and tried to make up for it with wit and intelligence. It never worked out well for me. What worked well was when I subjugated my ego and just sat down to get my work done. <\/p>\n\n\n\n
If there\u2019s one thing that will take you further than talent, it\u2019s trust. And trust is built not through grand gestures, but through the quiet, repeated act of showing up.<\/p>\n\n\n\n
The Cycle of Accelerated Returns: Why Mastery Gets Easier Over Time<\/strong><\/h2>\n\n\n\n
You\u2019ve heard of the 10,000-hour rule:<\/a> the idea that mastery is a function of focused time spent practicing.<\/p>\n\n\n\n
Debate over the number and principle aside, it\u2019s a fairly obvious idea that being world class at something requires a lot of focused practice. <\/p>\n\n\n\n
- \n
- Bill Gates coded for thousands of hours before Microsoft.<\/li>\n\n\n\n
- The Beatles played grueling, eight-hour sets in Hamburg long before they became legends.<\/li>\n\n\n\n
- Picasso didn\u2019t create a few masterpieces\u2014he painted 13,500 paintings and created 50,000 works of art.<\/li>\n<\/ul>\n\n\n\n
At first, practice feels hard. You\u2019re consciously incompetent<\/a>, painfully aware of what you don\u2019t know, of how far you have to go. Your fingers feel awkward traipsing across the piano keys. <\/p>\n\n\n\n
But if you push through the discomfort, something flips. Gradually (and then seemingly suddenly), not practicing feels harder than practicing.<\/p>\n\n\n\n
Writing is like that for me. I\u2019ve written so much, so often, that now, I can\u2019t not write.<\/p>\n\n\n\n
The same is true of any skill. The beginning is awkward and slow, but if you show up long enough, the effort itself becomes effortless.<\/p>\n\n\n\n
As Robert Greene wrote in The Daily Laws<\/a>:<\/p>\n\n\n\n
\u201cThe more we practice, the easier it becomes. Reaching this cycle of accelerated returns is the goal you must set for yourself.\u201d<\/em><\/p>\n\n\n\n
The irony of mastery is that the hardest part is the beginning. But most people quit before they ever see the upside.<\/p>\n\n\n\n
Threshold Effects in Marketing: Minimum Viable Action <\/strong><\/h2>\n\n\n\n
You don\u2019t lift weights once and get stronger. You don\u2019t post on LinkedIn once and build an audience. You don\u2019t publish one article and expect SEO traction.<\/p>\n\n\n\n
There\u2019s a threshold you have to cross before results even start to show.<\/p>\n\n\n\n
Posting once a month on LinkedIn? No impact.<\/p>\n\n\n\n
- \n
- Once a week? Better, but slow.<\/li>\n\n\n\n
- 2-4x per week? Now you\u2019re playing the game.<\/li>\n\n\n\n
- 2-4X per day? Mmmm, perhaps consider dialing it back and building something in silence?<\/li>\n<\/ul>\n\n\n\n
A threshold effect<\/a> is when nothing happens\u2026until suddenly, everything does.<\/p>\n\n\n\n
- \n
- Water is just hot until it reaches 100\u00b0C, then it becomes steam.<\/li>\n\n\n\n
- Muscles don\u2019t grow from one workout, but hit your threshold, and they explode.<\/li>\n\n\n\n
- A startup\u2019s first 10 customers are a grind, then one day, momentum (WoM, network effects, channel economics, etc.) kicks in.<\/li>\n<\/ul>\n\n\n\n
There\u2019s, of course, also a point of diminishing returns with most things. Working out twice a day is apt to injure you with little effect on muscle growth. Publishing 1000 articles a month is likely a bloated and costly endeavor that will drown your team in a useless endeavor. <\/p>\n\n\n\n
But most are so gunshy about committin<\/a>g to a given cadence and runway that this is a champagne problem they\u2019ll never experience. <\/p>\n\n\n\n
This idea of threshold effects is, in some part, what inspired the Surround Sound SEO strategy<\/a> when I was at HubSpot \u2013 the idea that to be ubiquitous in product discovery SERPs had outsized benefits to simply ranking your own page. <\/p>\n\n\n\n
There\u2019s a bar, and it\u2019s not obvious where it is in different contexts, where something rises up to your conscious awareness. Maybe you hear a book mentioned once, and maybe if the person who recommended it is a very trustworthy source, you\u2019ll go buy that book.<\/p>\n\n\n\n
But often, you need to hear it a few times from different people before you spend the time and effort to read it. <\/p>\n\n\n\n
The same is true in brand marketing, Surround Sound SEO, marketing in general. There\u2019s a threshold, above which you see effects, and below which you see nothing. It\u2019s important to discover that line, particularly when designing minimum viable experiments to \u201cprove out\u201d a new tactic or channel. <\/p>\n\n\n\n
Most marketing channels work this way. Show up sporadically, and you\u2019ll never reach the threshold. Stay consistent, and compounding takes care of the rest (or at least you\u2019ll truly learn whether or not it works). <\/p>\n\n\n\n
The Myth of Picking Winners: Why Tinkering Beats Predictions<\/strong><\/h2>\n\n\n\n
People love to believe they can predict success in advance. <\/p>\n\n\n\n
There\u2019s a whole genre of data broadcasting that springs from analyzing charts that look like power laws and coming up with the conclusion that you should focus exclusively on the most impactful 1-5% of activities. <\/p>\n\n\n\n
If you\u2019ve looked under the hood at a few analytics setups, you\u2019ve already realized that most traffic by page charts<\/a> look like this:<\/p>\n\n\n\n
![\"\"](\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\")
<\/figure>\n\n\n\nImage Source<\/sub><\/a><\/p>\n\n\n\n
So what\u2019s the popular conclusion? That we focus on choosing the right keywords that will bring in 80% of the traffic and conversions. That we focus on choosing the experiments that will increase conversion rates by 50%. That we focus on only investing in the startups that will return 20X my capital. <\/p>\n\n\n\n
And while I do believe there are ways you can increase the expected value or probability of success, I don\u2019t believe that we\u2019re great at picking winners before they win. <\/p>\n\n\n\n
It\u2019s not just in business, but life in general benefits from convex tinkering<\/a> as opposed to prescient selection. Think about relationships. You\u2019ll probably marry one person in your lifetime (maybe two). <\/p>\n\n\n\n
But before that happens, you\u2019ll go to countless parties, join book clubs, hit the gym, maybe even try a dating app or two. You don\u2019t walk into a dinner party expecting to meet your future spouse. But you know that if you keep showing up, the probability increases. Some nights will be duds. Others will be fun but forgettable. And one, eventually, will change your life.<\/p>\n\n\n\n
The takeaway isn\u2019t to, in advance, pick the exact party where you will meet your spouse, but rather to increase the surface area of your luck by getting more potential exposure (and going to more book clubs, dinner parties, or speed dating events). <\/p>\n\n\n\n
This dynamic\u2014low downside, high upside bets\u2014applies well in business, marketing, investing, and nearly every other field. <\/p>\n\n\n\n
So what\u2019s the best strategy? In some sense, it is to take a lot of bets (and probably to barbell your allocation of investments<\/a>). But taking bets is expensive, so a good lever to pull is to reduce the cost of each bet (or at least the reversibility of the decision). Experiments are a great example of this. If you do not have the proper infrastructure, it could take weeks or months to set up a simple experiment that may or may not improve your metric. On an expected value basis, this is a bad bet to make. <\/p>\n\n\n\n
But if you can invest in infrastructure that allows for faster development and analysis cycles, then you can run more experiments in the same time frame, multiplying your chances that one of them will be valuable to your business. <\/p>\n\n\n\n
This is how I approach marketing for our agency. When you run a service business, you can\u2019t force someone to be “in-market” for an agency at the exact moment you meet them. All you can do is ensure that when they are in the market, they think of you first. That means maximizing exposure\u2014conference speaking, cold email, LinkedIn, webinars\u2014knowing that you can\u2019t predict which touchpoint will be the one that lands a client. I don\u2019t know which LinkedIn post will get the right person\u2019s attention at the right time. But I do know that the cost of writing is low, and the upside is huge. So I maximize my “surface area of luck” by posting daily. And so does my team.<\/p>\n\n\n\n
The Underrated Factor: Personal Fit<\/strong><\/h2>\n\n\n\n
There\u2019s a final, overlooked piece to all of this: what can you stick with long enough to let it work?<\/p>\n\n\n\n
For us, our podcast is a great example of this longevity. We\u2019ve done 250+ episodes. I don\u2019t know the exact statistics, and I\u2019m too lazy to look it up, but I believe most podcasts fail to make it past 5-10 episodes. <\/p>\n\n\n\n
For me, I love talking to smart people. I would do it whether people listened or not (and I do \u2013 most of my interesting conversations are not broadcasted). This personal interest, passion, and curiosity let me push past the awkward first episodes, improve my skill, and eventually, drive a shitload (the official term) of business with the channel. <\/p>\n\n\n\n
If you don\u2019t enjoy the thing you\u2019re showing up for, you won\u2019t last long enough to see the results.<\/p>\n\n\n\n
This doesn’t need to be a founder \/ channel fit, by the way.<\/p>\n\n\n\n
I recently spoke to a marketing leader who told me she had a marketer on her team who was obsessed with video and building YouTube into a high performing acquisition channel. And…it paid off. Crushes for them. And now, this video success is parlaying into outsized LLM referrals and leads for them. Gotta have some level of conviction for these compounding channels to really start paying off. <\/p>\n\n\n\n
This newsletter is another great example. No matter what happens in a given week, I know that because I’ve committed to a weekly cadence, I’ll find pockets of time to write it. Now, we’re 100+ in, and we’ve not only been able to directly attribute it to revenue, but it’s opened up a ton of serendipitous opportunities as well. <\/p>\n\n\n\n
Point is, it would be very nice if there were a shortcut. <\/p>\n\n\n\n
But the real answer is simpler than people want to admit: Show up. Do the basics. Repeat.<\/p>\n\n\n\n
Do this long enough, and you won\u2019t have to worry about being the smartest, most revolutionary person in the room.<\/p>\n\n\n\n
One day, you just will be.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Want more insights like this? Subscribe to our <\/a>Field <\/a>Notes<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"
In a world obsessed with breakthroughs and big ideas, it\u2019s…<\/p>\n","protected":false},"author":3,"featured_media":6677,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184,25],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-5728","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes","8":"category-seo"},"yoast_head":"\n
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- But conscientious people, the ones who follow through, who communicate when they\u2019re behind, who take ownership, tend to continue rising, learning, and growing, typically developing requisite skills, social intelligence, and stamina to achieve whatever they want.. <\/li>\n<\/ul>\n\n\n\n
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