You're either generating revenue, retaining revenue or both - either way, this newsletter is my way of distilling 16 years of GTM experience into weekly nuggets to help you and 1000+ other industry leaders get unstuck and grow your business.
Reader have you ever had a friend who keeps dating the same type of person over and over again? You try to be supportive, but eventually you just have to say it:
“Babe… you are the constant.”
I had this exact conversation recently with a friend who’s had a series of mid-term relationships that went absolutely nowhere. Nice enough people, but never the right fit. After the third round of heartbreak, someone finally said what needed to be said…and it hit hard.
They were attracting the wrong people. And it wasn’t random.
It was how they showed up. What they said they wanted, versus how they behaved. The mixed signals. The “I’m fine” energy when they really weren’t. The performative confidence. It all made sense when they realised… they were the common denominator.
Now, why are we talking about dating?
Because this same cycle is happening in your go-to-market engine.
You're showing up online. You’re speaking to your ICP (supposedly). You’re posting. You’re running campaigns. And yet… you’re still attracting the wrong leads.
You think you're being clear, but actually - you’re confusing. And confusion, as we know, repels.
Critical Insight Of The Week
In Donald Miller’s StoryBrand framework, one of the most powerful ideas is this:
“If you confuse, you lose.”
Too many companies position themselves as the hero of the story - listing their features, shouting about their wins, making themselves the focus.
But your buyers don’t want another hero. They want a guide. They’re the hero. You’re supposed to help them win the battle.
When your messaging isn’t aligned to their pain, their goals, their transformation - you attract the wrong buyers, or worse, lead-waste that clogs up your funnel. You slow everything down. You’re pumping the wrong fuel into a system that was built to accelerate.
Eventually, the engine gives out. And then you wonder why.
Take a pause and audit the signals you're sending to market. Are you talking to the people you want… or the people you’ve just become used to attracting?
Food for Thought
What is your messaging really saying?
Are you speaking clearly to your ideal customer… or just shouting into the void?
Could your positioning be inviting people who aren’t actually ready - or right - for what you offer?
It’s fine to attract people that aren’t ready, but are you engaging them in the right type of conversation? My guess - probably not.
Sometimes clarity is the most radical, strategic thing you can offer your GTM.
Go clean up the fuel lines. Refine the message. Tell the right story.
AI is changing sales, but at what cost? Are we making sales teams more effective or just more automated?
This week on Edge of Growth LIVE, Leslie Venetz joins us to break down: ✅ How to optimise top-of-funnel sales for real revenue growth ✅ The ethical risks of AI in hiring & sales ✅ How to stand out in a world of automation
Company growth isn’t as hard as we think - I loved this breakdown
A client shared this with me and I agree with so much - is this the change you’re seeing in marketing?
What you don't measure you can’t fix….but..you do kinda get a feeling right? Listen to what my guy Mac had to share
Posts you may have missed from me
Are you a VP Sales or hoping to get a new role - well sit back and watch this
You’re not alone with your struggles with messaging - I feel your pain
I closed a deal after sending out only 15 messages. Yes, it was with an Enterprise Company
Until Next Time ✌🏾
PS
If you’re feeling a little concerned about your revenue growth then we have a few things to help you find the answer:
Evaluate Your Strategy → Curious about where your Go-to-Market strategy stands? Discover key areas for improvement. [Take the Assessment]
GTM Insights → Want to learn more about Go-to-Market strategies? Check out our latest insights on YouTube. [Watch Now]
1-1 Consultation → Need personalised advice? Book a 1-1 consultation, and I’ll help you map out your next steps. [Book Here]
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You're either generating revenue, retaining revenue or both - either way, this newsletter is my way of distilling 16 years of GTM experience into weekly nuggets to help you and 1000+ other industry leaders get unstuck and grow your business.
