“Most brands, most careers…
they’re not linear.
Doing what you did, again and again,
grinding it forward,
that’s a good way
to finish a marathon,
but it’s not the way
that most organizations grow.
Sooner or later,
we need to leap.”
These ‘leap’ opportunities
vary by industry.
It might be getting product
on the shelves at Walmart.
Or partnering with a giant
in our field.
Or taking out an expensive banner ad
in our target market’s #1 newsletter.
The impulse is to take these leaps
as soon as they present themselves
but that could be a mistake.
A buddy of mine was accepted
for a pricey BookBub ad.
It required that the featured book
be offered for free.
The ad went out.
Downloads of her free book
went through the roof.
The only issue was…
she didn’t have a second book.
She also didn’t have her newsletter information
in the back of her free book.
If she had waited a week or two,
swapped out her book
to add a newsletter link,
she would have a list of thousands of readers
to sell her next story to.
Take leaps
but only when you’re ready for them.