Look, we are all in business to make money, and you don’t want to end up like the Monopoly guy above.

But while these two facts are almost inarguable, I see people making some pretty basic mistakes over and over again that are costing them significant amounts of money.

So let’s work together to get people off the treadmill of making these 3 mistakes, so that we are all taking advantage of the opportunities that present themselves to us.

1. “I agree!” Stop Being Generic: If I see one more person call themselves a “ninja,” “guru,” or talk about “crushing it,” I will scream.

Here’s why: when you fall into the trap of using some buzz word or catch phrase that isn’t yours, you are losing.


Because you aren’t unique, you are just another lemming that is hanging onto someone else’s ideas, good or bad.

The better way of doing it, by standing out and being yourself.

Instead of jumping on the bandwagon of whatever stupid thing some thought leader says this week, think about how you would approach things differently.

Account Based Marketing is the new greatest thing right now, but what if it isn’t something new? Which it isn’t. It is just smart, strategic selling. So why not talk about how you shouldn’t get tricked by ABM tools and you should really just spend your time focusing on identifying the people that can most use your value?

2. Trying to be everything to everyone: I like to tell my clients: “If your market is everyone, your market is no one.”

But how many times have you looked at someone’s website and you have no clue what they do?

I know I find that happen all the time and, thank you, because it keeps me in business.

But you really have to be unafraid of picking a focus.

I’m pretty broadly general in my consulting practice, but one thing is for certain when we talk, we are going to talk about revenue and the things that cause revenue to flow into your business.

How can you apply that?

Well, pick a direction for one and have something you are known for, even if you are like me and dealing in something that is incredibly general.

3. Stop being so inconsistent: Mike Tyson said something like, “everyone has a plan until they get punched in the mouth.” I feel the same way about a lot of branding and marketing efforts.

As soon as your brand encounters the market, your plan is quickly discarded and your marketing efforts jump all over the place.

Stop that!

One of the quickest ways to lose clients and money is by being all over the place. A brand and business isn’t built in a day, unless its some sort of scam or flash in the pan, but to build long term success, you have to be consistent over years and years of effort.

But too many companies start strong for a short period of time and get distracted by the next new thing or the next new focus.

That’s why it is important to understand what your company is and what your value to the market is. So that every brand action and marketing decision is made in the context of what your business should and will look like going forward.

So stop doing these 3 things and you will reap the benefits.

And, to be clear, by not doing these 3 things, I do want you to do these 3 things:

  1. Be unique.
  2. Have specificity.
  3. Be consistent.