When the going gets though

Are you into it only when everything is great, or even when it’s difficult?

Do you show up for work only on your best days, or even when you don’t feel like it?

Are you happy to take your turn in the company meeting only when the results are great, or even when you’ve had a bad period?

Do you love your partner only when they make you coffee in the morning, or even when they are just too busy to even drink the coffee?

Are you a leader only when the team is great, or even when the team needs guidance and motivation?

The point is, it’s easy when it’s easy. It’s when the going gets tough that the tough get going.


You don’t have to tell, to explain, to convince, to persuade.

You just have to listen, understand, and play back.

That’s copywriting.

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the heart of millions of people, and focus those already existing desires onto a particular product.

Eugene Schwartz, Breakthrough Advertising (1966)

P.S.: Thanks Katelyn Bourgoin for sharing this in the first place.

An important metric

There is one important metric that should be considered in any report.

It’s the cost of what you have achieved.

Not only monetary cost – though that is always a fantastic way to start, that would immediately set you apart from the vast majority of people – but also the cost in terms of energy, in terms of time spent, in terms of forgone opportunities.

Adding the cost to your reports can very much give you a clearer picture of how effective your work is.

It’s surprising how many teams are not aware of how much their achievements cost.

Losing control

When you lose control, your instinct tells you to control whatever it is left. The problem is, often what is left does not need your control.

If your relationship is going downhill, you strengthen your grip on your kids. Do this, don’t do that, come here, go there. Of course, they don’t need any of that.

If your team is failing to meet their goals, you double down on your team members. This is wrong, we should try that, why is this happening. Of course, they don’t need any of that.

If your creativity has hit a plateau, you focus more and more on the small details. Let’s refine the tone, let’s make it perfect. Of course, the details are – in most cases – meaningless.

It’d be great if you could just let go of control in the first place, so as to not risk to lose it at any point. It would save a lot of trouble.


I was checking your profile today, I was impressed.

I noticed that we both work in marketing.

I think it’d be great to be connected here.

I am sure none of the people who have reached out using this opening would be connecting to someone using the same. Yet, when we are on the selling side, when we have something we care about that we want to share, when we are confident that our solution will really be the best option, or even when we just have to send out 1,000 message per day, we forget the basics.

A good place to start from when crafting a cold message is: what is an opening that would make me want to know more?

If you look at your sequences and are honest with yourself, it will be the opportunity for you to change approach. And perhaps increase your key metrics.