Stop Chasing Technical Unicorns and Build Relationships

People who don’t know their stuff hide behind a mountain of technical details, equipment, and confusing jargon.

  • High-performing videos are not about how much fancy camera gear you have.
  • Profitable SEO is not about your technical voodoo and tools.
  • Killer PPC campaigns are not because of your esoteric wizardry in farming a million keyword log files or complex bidding and targeting.

I know only one way to generate results.

And I’ve used the same approach for 30 years– expertise and relationships.


Build relationships

With Kasim Aslam, filmed on an iPhone, one minute of Google Ads advice will beat any other pundit in a million-dollar video studio full of RED cameras.

One social media post by Darryl Isaacs talking about how the doctor said he’d never walk again will beat an army of social media consultants with the latest tools, peddling the latest algorithm changes.

Justen Martin on Zoom sharing how he sold 500 homes in a year in Colorado will beat an office full of engineers trying to build a new content management system to help drive new buyer leads.

With a single rusty five iron from Goodwill, Tiger Woods will easily beat me, even if I have a complete set of Titleist clubs.

It’s not the shoes like Mars Blackmon, but how well you play the game.

Whenever you feel bamboozled by technical mumbo-jumbo, hit the STOP button and look at the business strategy and stats.

How many leads and how much revenue are you driving– and is your team accountable to business metrics instead of chasing technical unicorns?

Some techno-consultant who shall remain nameless said ridiculous things, which inspired this post.

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