The Generalist Co.’s Post

Success looks different for everyone, but for me, it’s been about the journey. This moment in a private jet was just one chapter—flying across the country, working on kick-ass projects, and collaborating with the world’s top experts in their field (pun intended—iykyk). Plus, I had a pretty amazing beard back then! But the real value of that journey isn’t in where I’ve been or how I traveled. It’s in the unique perspective and knowledge I’ve gained—from the people, the books, the experiences, and the lessons from both successes and failures. All of this has taught me how to build content systems that spark curiosity, build trust, and create lasting connections. And building content systems that create superfans is what I do best. These days, I fly economy. I've lost a few pounds and shaved the beard. Yet, I’ve never been more equipped to help brands make a real impact with their marketing. If you're curious about building content systems that create superfans, let’s connect.

I had grown cynical about marketing, marketers, and our ability to help people. Mission-driven (as long as it's the most profitable path) Customer-first (until it becomes too much work) Take big swings (as long as it drives immediate growth) And then I started working with small businesses and entrepreneurs. With missions that they truly believe in. Who care deeply about their customers. Who take (calculated) risks. Sometimes you just need a little pivot to find your passion again. For me, that meant using 20 years of big-brand marketing experience to help new businesses and brands grow. It means learning a whole new business model, way of working, and way of life. Reapplying and reworking lessons learned along the way. Doing the work in addition to approving the work. And gosh, it's fun. And it's fun to have fun again.

What separates those who grow their businesses quickly from those who struggle to scale for years? The ones who move fastest focus on being directionally correct in their work rather than being absolutely perfect. What does this mean in practice though? We launched a Youtube channel and community within 2 days of making the decision to do so. We didn’t have any editing skills. We didn’t know what software to use. We didn’t know how to write content that would get 1000s of views. We didn’t really know anything at all about doing this if I am honest with you. But we knew that the action would lead to us being able to make the improvements we needed to see real results. We just closed our first project that I can directly point to a piece of content we created being the reason we won that business. We have been making video content for 5 weeks now. It is more important that you just start making progress and putting things out there so that you can learn. Than it is for you to get everything 100% correct. What project are you holding back on releasing because you are afraid its not perfect? P.S I share the wins, losses, trials and tribulations with a group of founders just like you each week in our Minimal Viable Launch group. Come join us: https://lnkd.in/et6Erk8Y

💡 What separates businesses that struggle with upsells from those that thrive? Two years ago, I didn’t know the answer. Then I was tasked with managing a client’s upsell funnel. Here’s how I cracked the code to boost upsell revenue to $4+ per visit: ✔️ I studied the nuances of funnel optimization. ✔️ I applied copywriting strategies that resonate with customers. ✔️ I NEVER stopped testing and iterating. It wasn’t easy, but the results were worth it. Takeaway: Success doesn’t come from talent alone—it’s about learning, experimenting, and persistence. What’s one skill you’ve invested in recently? Share below—I’d love to hear about your journey.

𝗛𝗼𝘄 𝗧𝗼 𝗕𝘂𝗶𝗹𝗱 & 𝗟𝗮𝘂𝗻𝗰𝗵 𝗬𝗼𝘂𝗿 𝗣𝗿𝗼𝗴𝗿𝗮𝗺 🚀🚀🚀 Ever wondered what is the best way in creating a program that people will rush to get it 🤯🤯 Without: ❌ Paying expensive platforms ❌ Without being a professional on camera ❌ Having social media following ✅In fact, what if I shared with you the best platform that's working right now is completely FREE. So, 👉If you've ever felt like felt like you're stuck on where to start your program, or you just don't know how to build & launch it in a very short amount of time, you're in the right place because I'm launching a FREE 5 day Maximize Your Influence. ♥️This is going to help you build & launch your whole program in less than 5 days. And the coolest thing is, your program will be ready to sell at the end of the 5 days, and you can start making money from it right away! 🙁 I know you are sceptical. 🔈this is why I'm actually going to build a program in less than 5 days while you're in the masterclass to show you that it can be done. 📣you know, you can do this even if you're just a new consultant and even if you've never created a program before. 🍻So your next step is simple. Comment below me 👇🏼👇🏼👇🏼 👉And I will give you MORE DETAILS 👇🏼👇🏼👇🏼👇🏼

You don't need to be charismatic as a founder. You need a believable story told with emotion that makes everyone want to root for you. Here's how I validate a startup's authentic story in 1 week: 1. I interview the founder about their past experiences and motivations 2. I review the company's problem statement and solution 3. I identify key moments in the founder's history that tie directly to the current venture 4. I craft a narrative showcasing the founder's journey to solving this specific problem 5. I align the story with the company's core values and vision I do this before any major marketing push or fundraising round. Then when I come to creating marketing materials or pitch decks, I have an authentic, compelling story that resonates. I refine the narrative with the founder to ensure it feels genuine and comfortable. You might not see a need for a compelling backstory. But skip this process at your own risk. The world hates a void and will give you a potentially unfavorable story.

Despite all the challenges and negativity in the world, I think it's a great time to be alive for a simple reason: There's never been a better time to reach people, make an impact, and create lasting work. Money is great, but true meaning and fulfillment is found in developing ourselves intellectually. And in helping others through our ideas and work. There is no better time to do that than now. AI and advanced tech have transformed how we create, publish, and share ideas. Self-publishing keeps getting easier. And there are so many platforms to host courses, virtual events, etc. What once took months can now be done in weeks—or even days. The tools are here, and the potential is limitless. - No need for a big office. - No need for a huge budget. - No need for a traditional publisher. You can start from your own desk and still reach the world. Want to write a book to elevate your authority? ↳You can self-publish and connect with the right readers. Want to expand your impact and reach more clients? ↳You can build a course, offer workshops, or speak directly to your audience. Want to build a brand that clients trust and recognize? ↳A website and a social presence are all you need to get started. The barriers to sharing expertise are falling away. And... People today are craving real, authentic voices. They want insights that come from lived experience: - Stories of growth - Lessons learned - Perspectives from those who’ve been in the trenches. If you’ve been thinking about writing a book, sharing your story, or expanding your brand, now is the time. You don’t have to wait for “the perfect moment.” The tools are here, the audience is ready, and the moment is now.

If you're marketing a brand new business this year, it can seem stressful when trying to figure out the first step. The way I approach this challenge is to get two things done (and quickly): the company's story and a hero video. The company's story is built from conversations with the CEO/Founder and executive team. The hero video is then created from the story. The story can literally be just a regular Google Doc that's then used for source material. Remember, while getting initial buy-in can be challenging, this method ensures you have clear deliverables to focus on from the start. Check out the diagram I created for a visual guide, and let’s discuss how you approach these foundational steps! #MarketingStrategy #StartupMarketing #ContentCreation

I spend more so I can earn more. (Allow me to explain) Last month, we expanded our team to 5. I hired: – Community managers – Graphic designer – Ghostwriters So naturally, my expenses almost 10x’ed overnight. It was a tough pill to swallow, but I did it anyway. 1 month later, our MRR has 5x’ed. Because now I can focus on the things I do best. Strategy, writing and sales. This is probably the biggest thing I’ve learnt from the people I work with. All my clients are successful entrepreneurs running multi-million dollar businesses. And sure, they could spend: – Months learning content creation – Days figuring out lead-gen – Hours on commenting sprees But they don’t. Because that’s not what they do best. It’s not where they can add the most value. It’s not where they can make the most impact. So they hire someone who can (us, hi!) This is how leading founders stay ahead. They know their value, they amplify it And they bring in the right people to do the rest. That’s business scaling 101. ----------------------------------- I talk about B2B content marketing + executive branding. If you liked this post, follow me + hit 🔔 to stay tuned.

Our colleague, Anton Harbuzov, is excited to share insights from Traction: A Startup Guide to Getting Customers by Gabriel Weinberg and Justin Mares. This book is a must-read for anyone planning to start a business or work in a startup. 🤑 Customer acquisition is the ultimate measure of a startup's success — even more critical than impressive presentations or securing investments. Focus on strategies that bring in actual users. 😱 The authors hightlight 19 channels for acquiring customers, including social media, content marketing, paid advertising, PR, and more. Your mission? Identify which ones work best for your business. Here's how 👇 👀 Use the Bullseye Framework to focus on the most effective channels: 1. Brainstorm ideas for each of the 19 channels. 2. Prioritize the most promising ones for testing. 3. Test these channels with minimal costs. 4. Scale the ones that deliver the best results. Avoid spreading yourself too thin by trying to be everywhere at once. This will only drain your resources without meaningful outcomes. 🌊 Got initial results? Fantastic! Keep monitoring the market and adjusting your strategies to align with your customers' needs. 💁 Finally, try to understand your customers deeply. Study their needs, preferences, and pain points to create messages that truly resonate.