What is Substack?

Yes, another social media platform. We have a number of tools available in our social media arsenal: Facebook, Instagram, X/Twitter, LinkedIn, TikTok, and even YouTube are the big ones. There are a few smaller options out there as well. 

Substack indicates it's called "a media company, a newsletter platform, and a social media network" but instead calls itself "a subscription network." They boast "more than 50 million active subscriptions, including 5 million paid subscriptions." As a point of reference, LinkedIn boasts over 1 billion subscribers approximately 340 million actually using it monthly. 

Who is the Audience?
The market is similar to LinkedIn but more broad. With their additional focus on podcast options and videos, that sets them up as TikTok and podcast platform competition as well. (Spotify, Amazon, and Apple are big podcast mediums)

What Makes It Different?
Substack's big difference from the rest is a paid subscription option. Readers can choose to pay for your content to read exclusive content or the ability to comment on posts which isn't available for free. Free content is perfectly acceptable as well and encouraged, certainly as you build your subscriber base!

Substack more sees the paid content as a way to build community - folks pay for the trust, recognition, and community of fellow commenters. You can choose (and adjust as you go) what folks will pay for your content, anywhere from $5-$75/mo, with an audience size of at least 50 on up. 

Substack is also based on the idea that subscribers are yours, the creator. You have access to and can download names + email addresses of your subscribers which you can then add to your personal email list off platform. Substack naturally encourages you to instead import your off-platform email list to Substack. However, if you're looking for an option to own names + email addresses for your personal email newsletter, this is the perfect way to have connections "off rented land." (not beholden to the whim of the social media platform) You may choose to simply hang onto the contact info should your access to Substack suddenly go away. If you have folks that you email that don't go on Substack, keep your personal email list going to them. 

As with LinkedIn, Substack publications are being indexed by Google and can be found on searches, broadening your reach on search functions. 

Key Differences Using Substack:

• Opportunity to be paid for writing, podcasts, or videos - far easier to achieve than any other platform.
• Names + emails you can keep - I don't know of any other social platform that enables that. 

Is It Easy to Use?
There is a bit of a learning curve for this one. 

Substack does have a wealth of Resources available to guide you with many links to blog posts and more to get you started. Hitting that link walks you through "How to Start," but you'll see a number of additional resources in the tab's dropdown menu. 

YouTube has a number of folks providing videos and information about how to get started on Substack. There are certainly Substack accounts happy to help you through the process - do a search once you create an account. 

Setting up the very basics is easy and similar to setting up your LinkedIn or other social profiles - banner image, personal image, name, and short bio. Once this is set, you can start reading and post content. 

Types of Content
There are 2 types:

• Notes: short content, text/image/link as you do on most social media platforms
• Posts: long content like blog posts or newsletters. Getting set up with your "newsletter" is its own separate set up as it is on LinkedIn. Basically each post is like an article or blog post. Not long or hard, but separate and additional. 

How to Connect with Others
Substack has a few ways to "follow" creators. The two basics are "follow" and "subscribe," but there are a couple of nuances as well. This is a fabulous Substack article describing the differences in more detail. 

• Follow:  you can see the short notes someone posts but not their longer content or receive email notification of new posts.
• Subscribe: paid vs free. Either way, you are on the creator's list for full content with notifications via email and the app of new posts. 
• Pledge: folks can pre-commit to pay for your content, ready when you do set up a paid option

Great - An Additional Social Option When I'm Stretched Thin
Not wrong. I'm a firm believer in focus for your energy, time, and sanity. But don't forget to simply repost or reuse your content to multiple platforms.

• Website blog: Start here as it's your property, not relying on the whims of the social platforms. This should be the basis or Ground Zero for your content.
• LinkedIn newsletter/articles: copy/paste your blog post with a little formatting time invested.
• Substack: copy/paste your blog post just as you did on LinkedIn.
• Facebook & Instagram: share a short message encouraging folks head to your original website blog post where you hopefully have a pop-up or buttons to subscribe to your email newsletter. Use the Meta platform to post the same message on both platforms. 
• X/Twitter: copy/paste what you posted on Facebook and the rest - link to your website blog post. 

Is Substack in Your Marketing Plan?
I hear a number of LinkedIn users are also heading to Substack as the audience and format feels similar. The benefits of Substack are pretty tempting. I anticipate a lot of growth on Substack in 2026 between the paid subscriber benefit and access to names + email addresses. There are too many stories of creators getting shut down, even temporarily, for no obvious reason on any other social media, having to rebuild completely from the ground up once service may be returned. 

• Solopreneurs/freelances: Depending on where your ideal client hangs out, Substack may be a great format for you.
• Authors: If you're a nonfiction author, Substack may be a great option for you as with LinkedIn! Fiction authors may find more connection on TikTok (BookTok), Instagram (still growing in reach), or Facebook.
• Nonprofits: This may be a great option for your newsletters if you don't want the hassle or cost of a website for a blog. Nonprofits ARE beginning to find Substack as another option to share news. 

Where Are You?
What socials do you focus on? Let me know - love to follow you and cheer for each other! Have you given Substack a try yet?

Let's Chat or find me on LinkedIn! I'm on Substack but JUST getting started.  

'Twas the Night Before Break

Enjoy the full post by Robert Rose as shared on Content Marketing Institute! The video is fun but the words are what struck me. 





What Matters
The words that struck me in Robert's poem are this stanza:
"But as I looked round at the mess he’d left there,
A small folded note drifted softly through the air.
In Santa’s own scrawl were these words, warm and true:
'In chaos and metrics, remember what you do.
A story still matters; a connection still stays.
The work that is human outlives all the craze.'"

"The Work that is Human Outlives all the Craze"
Words I choose to believe and live by. This seems even more critical as the talk and noise has increased about AI - will it help, will it hurt, how painful will this adjustment be in an "AI Revolution."

These are words to cherish and hold dear for my nonprofits, fellow entrepreneurs, and authors. You, the person or organization - in your beauty, flaws, and all - are what makes living worthwhile and will make the difference in the end in the job market and appeals. 

AI can only do so much. AI needs human brains and insights to be worth anything, much as we're hearing otherwise. I envision a time coming where society will take a stand to define some boundaries around AI. 

Any human I chat with, including those who are proficient with AI, are quick to point out we must remain Human First in our approach to AI. You can hear more about this concept on a May 6, 2025 episode of The Artificial Intelligence Show podcast. 

Being Human Sells
I'm finding my client opportunities and best conversations are those I have in person or via zoom where I'm able to chat and interact with people. Words on blogs, profiles, or socials go only so far to help you decide on someone you wish to do business with, whether for your services, ideas, or connections. You really need to speak with someone to determine compatibility. 

My nonprofits are finding the same. More donations and memberships happen when they're affiliated with events and interacting with people. 

Storytelling is Key
Storytelling is a very human talent.

• Your conversations at events - you're sharing stories. 
• Your website and social media
  • You're sharing stories of impact if you're a nonprofit.
  • Referrals and recommendations share your impact as a solopreneur.
  • You're selling stories if you're an author. 

For better or worse, AI is improving at storytelling and images, making it harder to tell if a story is human or AI generated. More are considering the benefits of labeling work by percentage of AI or human creation. Studies note while it may be difficult to spot AI vs human created content, "moral disgust" impacts human responses per this study in ScienceDirect. 

Per this March 2025 blog post on Stryng: 
"52% of readers felt less connected to content once they realized AI was involved, and 26% linked AI-created web content with a lack of personal touch.

Consumers also prefer honesty. About 60% support disclosure of AI content, which helps build trust. These preferences highlight how much emotional tone and transparency matter." (emphasis as noted in original post)

How Do YOU Make a Difference
​I have no problem with AI and use it regularly - as a tool or thought partner. All work is mine and original. That is also the type of content that resonates with me. I appreciate it most when I meet and talk with creators to get to know them personally. 

I've been working through a number of certification courses through AI Academy by SmarterX and Paul Roetzer's team. They suggest there are 3 levels of AI use:

• Automation - what is basic enough you could delegate to a tool with slight oversight or review
• Augmentation - thought partner assistant, co-you
• Acceleration - how can you go beyond a 10% improvement to a 10x change

You Matter
Every step of AI use relies on human input and guidance - the human behind the machine. Each of us feels better getting to know the person behind any cause or endeavor. 

We need YOU to show up. To return to Robert Rose - "The work that is human outlives all the craze." 

Your Biggest Cheerleader!
If you'd like to talk strategy as we enter an AI-infused world, Let's Chat! I'd love to help ensure you can share your message and services with the world. You can also find me on LinkedIn. 

When a Hush Falls Over the World

I'm hearing folks are winding down ahead of Christmas and New Years a bit early this year. Many are sharing contacts are wrapping up online time this week, hosting final events, putting up the "out of office" messages the full week before Christmas, or at least moving toward a lighter work week. 

Many enjoy the week between Christmas and New Years as family time, travel time, or thinking time to reflect on the past year while preparing for a new year. With the holidays on Thursday this year, it's almost like bonus time in addition to the week between holidays!

Considering this the last full work week before the holidays seems a bit early, but many may be considering travel plans sooner as the airlines have price breaks ahead of the travel rush or can be more flexible in schedules and wacky airline schedules.

What Do I Do Now?
You may be on a roll and still highly active in your business - good for you! Here are some ideas to consider while you have energy and your contacts are heading offline. 

Share Gratitude
Wish past and present clients Happy Holidays with a heartfelt (specific/personalized) thank you!

• Mail cards: You may send cards in the mail on behalf of your family - you can just as easily do this for your business connections as well. Print content is getting more attention as mailboxes are now more full of ads than useful information. 
• Email or digital cards: So many of our connections are online. You have email addresses or can message through social media but have no snail-mail address. Go with what you have and keep it simple, for you and the recipient. 
• Stay top of mind: Simply getting on someone's radar at the end of the year puts you at top of mind for the start of the year. 

Budget Check
It's not unreasonable to politely ask if your connection has extra budgeted dollars looking for one last project to round out the year. It can be done in a non-threatening, non-pushy, non-icky way where you're simply offering to help someone see how their budget plans are finishing before end of year. You may be the right person at the right time!

Propose A Check-in Call - Schedule It!
Suggest time in January to meet to catch up and see if there are any needs you can fulfill, catch up, or offer helpful ideas to give a client a running start on the new year. They'll appreciate your time, care, and concern! The trick here is to schedule that January time now, in December. 

How Are You Wrapping Up?
How—and when—are you dialing back to begin the holiday? Have you tried any of the ideas noted in the past? Have other suggestions to add?

​Let's Chat or message me on LinkedIn! Love to add your ideas here!

Human vs AI

In a world that is increasingly AI driven, in our own use as an assistant or being bombarded by AI content, you can't help but wonder what's real and what's not. 

Your human-ness will be the driving factor in your success! I firmly believe that and advocate for it.


Ways to Show Up and Be Human
Let's review a few ways that really do make a difference.

• Show up: Attend things. In person. Get out of the comfy clothes if you're working from home and get out there!
  • Networking events: Find any number of groups on social media in your location or your field of customer interest. Go interact with people. This Forbes article and another from Novoresume from 2025 confirm the power of in person networking. 
  • Volunteer opportunities
    • Focus on options that may connect you with your prospective customer or those who may lead you to potential customers. 
    • Follow your heart in whatever volunteer option that speaks to you. Grab a selfie or ask for a photo to share a story on socials about what moves you. (image attached - packed and distributed food boxes locally with Credit Union West and Glendale Chamber)
  • LinkedIn Live events: You only need to dress your top half for these events! By clicking "attend," you are able to reach out to all attending the event and send connection invitations, even after the event! 
  • Virtual/online networking events: While not quite as powerful as in person networking, online networking events definitely build relationships and opportunities to connect with folks from around the world!
• Have conversations
  • Social media
    • Spend time interacting in conversations in comments, not just mindlessly surfing. Just take at least 15 minutes/day for this—30 minutes is even better. 2-3x/week is sufficient. 
    • Direct messaging, even quickly, helps you stand out from the crowd and you build friendships, even if only online. 
    • Conversations lead to quick opportunities to zoom with new connections to learn about each other a bit more easily and how you can support each other. 
  • Online events: there are typically "chat rooms" set for attendees and speakers to interact—take full advantage of that! Build warmer relationships to support each other in the future. Go for name recognition! You gain connections from around your country and around the world that you wouldn't otherwise make. This is one of the few beneficial outcomes from the COVID days. 
  • Email
    • Check in with current and past clients. Remind them of your services, ask them to share your information if they find someone you could assist. Simply thanking them for working with you keeps you top of mind!
    • Create a newsletter: This is an excellent way to get into people's inboxes and can be shared with others. 

No AI Shortcuts
AI has its purposes, don't get me wrong. But don't AI prep all of your communications in posts, messages, or emails. Be real. Be YOU! Take just a few minutes to share the light inside you to help you ENGAGE with your clients! That is what folks are hiring—people want and need more Human in their lives right now. BE that human. BE YOU!

How Have You Been Showing Up?
Networking is especially challenging for the introverts of the world. There are many steps you can take to get out there in small doses or in friendly spaces.

How have you been showing up? Attending events online or in person? Focusing more on messaging in the socials? Or is this on your 2026 goal list?

Love to hear and grow together! Let's Chat or find me on LinkedIn!

2026 Approaches!

Do you create goals for yourself or your business? This can become a surprisingly heated debate with folks firmly "yay" or "nay" on goals.

When Is A Good Time?
Short answer--any time! No need to wait for January 1. If you're feeling inspired, it's the perfect time to heed the call. It doesn't need to be the first of the week, month, quarter, or year. Those are handy markers, but any time is good. 


How to Approach Goal Setting
There is a "goal guru" wherever you look. There are different approaches and styles to test out to see what resonates with you. A few ideas have been covered on this blog here, here, here, and here. 

A Different Way of Thinking
A Content Inc podcast by Joe Pulizzi, episode 521, talks about approaching 2026 with intention. Identify what really matters as we approach the new year. Per his show notes--"It's not about doing more...it's about doing less but with intention." 

Mic drop. 

Doing Less
Before we imagine all the new things we'd like to do going forward, let's consider a time or calendar audit or even gut check on what to do less of. Note: all of these "what" questions can just as easily be "who" questions.

• What's dragging you down?
• What stresses you out or frustrates you?
• What is not moving you toward your goals or plan?

Every "Yes" Is A "No" to Something
This is a tough one. Life is just so exciting and full of possibility, It's so easy to want to do all the things! But there are only so many hours in a day in a lifetime. The book Four Thousand Weeks: Time Management for Mortals by Oliver Burkeman does a great job of bringing this point home. This may be why the concept of removing tasks, people, meetings, and activities resonates with me. 

"Focus on What Truly Lights You Up"
Now that we've asked some hard questions and realized what we need to say "no" to, we can think hard about what we wish to say "yes" to. 

• What will help you meet your life goals or work/life balance?
• What will move you forward in your work?
• What activities—or people—do you truly enjoy? 

Life is short—be happy! It's also far better for your health and wellness. 

How Long for Goals?
Everyone has a different goal tolerance for how long to set your goal or your goal approach. The second Friday in January has become known as Quitters Day. Seriously. For those that focus on January 1 for resolutions, there is a large majority who don't stick with them longer than two weeks!

If you're reading this, you've likely been on and off the goal wagon many times. You know yourself about goals. Joe Pulizzi has recently discovered Misogi goals--one powerful but meaningful challenge for 90 days. The approach is to keep that one goal in mind with a daily plan of how to achieve it in  90 days, pushing all else to the side. 

For business folks, quarterly goals may work, breaking down an annual goal into four pieces. OKR's (Optimal Key Results) may work for you with steps built on the path to the goal. Julia Taylor of GeekPack has a fabulous analogy about this approach. Think of a cross-country road trip with plenty of curves along the path—never a straight line—and identify key stops (mini-goals or check points) along the way. 

Others of us may need far shorter than year-long goals. Focusing on just one quarter with 30-day check points may be more effective for you. A month with weekly goals may be even better so you can feel successful with how your brain and focus work best. 

Block the Calendar
Yup. You heard me. Make time for the thing you want to focus on to make it happen.

• You've done a calendar review or time audit for a few days.
• You've identified what (or who) to say "no" to, clearing your plate to focus on select "yes" items. 
• You've identified that one thing, or no more than a couple of goals, to maximize your focus and success. 
• Now make it important enough to put it on your calendar as a high priority item, avoiding shifts or rescheduling where possible. 
  • Looking for exercise time? Set the clock earlier than usual or schedule it after work before distractions of home.
  • Aiming for journaling time to focus your thoughts and add clarity? Find your best rhythm in the day for it—maybe before the house wakes up or before bed to clear your mind.
  • Focusing on your business and need strategic thinking time? Calendar a couple of hours on Friday, maybe end of day when the rest of the world checks out early for the weekend. Make it a no meeting time. 

What Is  Your Goal Strategy?
​Are you a Goal Master and regularly move yourself and your goal posts further? Or do you struggle with goals and aren't quite sure what model suits you? 

I really like the remove items first approach. I'll be adding that twist to my plans this year! I'm a big fan of "start goals any time," but now does feel like a great time to prepare before January 1.

Love to hear your approach! Let's Chat or find me on LinkedIn!

Jargon Defined
Before you do any “Googling,” narrow your search to focusing on marketing. (you'd be surprised what else ICP and UCP stand for!) You’re likely well aware of the concept, just not necessarily the abbreviations.

• ICP = Individual Client Profile
• UCP = Unique Client Profile

You may even have heard of this called your customer’s “avatar.”

This is brainstorming who your target audience is with a focus on creating an image in your mind that reflects all the qualities you believe your customer has. 

There are a number of resources available on the web to help with this. We’ll review a few here with our action oriented summary to get you started today to create this!

Do I Really Need an ICP or UCP?
The short answer is yes. It helps you define your customer in your mind and better share it with others. (remember that elevator pitch we discussed on a prior blog post?) It helps you identify a persona to “talk” to in your head, blog posts, and communications. What would my ICP think about this direction for my business? and How can I solve my customer’s pain point?

How Do I Start?
This can be done on paper or computer, with the assistance of AI, or a recorder/voice message system if you prefer to talk things out.

• Paper/Document: Just start writing or even drawing what you think your ideal client looks like, how they behave, and pain points they have that you can solve. Many literally create an image of a person and name it!
• AI: Create a prompt with a chat service to pull this together.
• Voice: Pick your favorite app and chat as you would a friend.

Resources

• I first heard about the “client profile” concept from Louise Harnby. She offers a number of marketing courses and has a rather comprehensive book on Amazon.

• Andy Crestodina is an amazing resource with a ton of free to low cost content regarding marketing and AI prompting. This blog post shares a basic prompt (and more!) that he regularly shares in interviews and webinars.
• Zendesk offers a fabulous guide with template downloads for you! Head here for the full information and your own copy of their templates.

What Are the Basics?
There are a few general ways to think of this. 

Broad Considerations of Your Customer: these are outlined further on the Zendesk post noted above with many points for each.

• Demographics
• Psychology 
• Behavior
• Geography

Here Are the Basics for Your ICP/UCP

• Pain points
• Interests
• Buying patterns
• Demographics
• Motivation
• Interaction history

 
How About an Example
Let's play with the general concept here. You may have one or multiple ICP/UCPs. I have three clients I serve - small nonprofits, fellow entrepreneurs, and nonfiction authors. They may seem unrelated but have similar needs or concerns that I support, yet I have different personas for each. 

Picking one, let's follow through on fellow entrepreneurs in my market:

• Older solopreneur - 50-60+
• Some tech experience but not a lot - knows the basics but not in depth to build a website, handle social media platforms, and not sure how to send professional emails to customers.
• Long-term employee in a W2 status for decades, now considering a business in retirement or recent job change.
• Little if any marketing experience.
• Family is grown or nearly out of the house - empty or near-empty nester.
• Morning coffee or tea drinker while reviewing news or emails to start the day.

These are just a few characteristics of one of my client profiles that hits the basics.

Do You Have a Client Profile in Mind?
If yes, I'd love to hear how specific you've gotten! Has it adapted with time?

If not, after reviewing this information, do you have enough resources to get started? Happy to chat ideas if you need a thought partner! Contact me by email or on LinkedIn - Let's Chat!

How to Get AI Answers - Effectively

Everything is about AI these days. You can't turn around without an article or video about it. Unfortunately, much of the noise seems to be predicting doom and the awful results of the increasing AI. (Artificial Intelligence)

I have plenty of my own questions about whether we truly need this level of tech assistance or impact in our lives. Sure, some advancements are already pretty cool, but the level the "tech bros" talk about or that you can see as the train at the end of the tunnel coming at you? I'm pretty sure none of us have asked for that level of AI "assistance." 

AI Bubbles
There are very definitely the Users, the Non-Users, and the Ignore At All Costs bubbles at the moment. (NOTE: I am completely making these terms up for my own frame of reference)

• Users: If you use AI, you tend to really use AI. These folks keep up on the AI news. It becomes hard to get away from it. (thank you, algorithms, feeding you more of anything you look at) These are the most immersed folks. If you land in this bubble, it's hard to see there are many who don't use AI - at all.
• Non-Users: Believe it or not, especially if you use AI, there is a silent larger group of Non-Users! Most of the world doesn't actually have any interest or contact with AI nor feel a need for it. These folks will often be most concerned about energy, water, and conservation issues which are very valid. 
• Ignore At All Costs: Shockingly, many in Gen Z fall into this category. My kids are two of them. There are a few articles reflecting this on Medium,  Persuasion, and Forbes. 
  • They have been repeatedly told in school growing up about cheating and that use of AI is often seen as cheating. If AI isn't cheating, it's at least often and heavily picked up in plagiarizing check tools. These tools and teachers allow a certain level as "can't help it" when the the checker tools pick up overly much, but still—no one wants to be accused of cheating. 
  • These folks are also stuck on the "AI Hallucinates" bandwagon. Sure, it exists, but less so than initially and further prompts can reduce or eliminate that factor. It's also human responsibility to fact check and vet what AI provides. I don't see the need to fact check AI going away any time soon. This is actually a roadblock for some high AI users for the time needed to vet deep research projects. 
  • This post won't get into the impact AI is having on the entry level job market of Gen Z grads, which is definitely not encouraging use of the tool or generating any love for AI. 

Prompting Framework for Generative AI
I caught Joe Pulizzi on a recent podcast of This Old Marketing referring to a framework he heard from Geoff Woods at a recent MAICON conference that he shared in a blog post. There are a few similar versions for prompting, but this is a useful reference if you're getting started with AI or looking for small ways to improve your results. 

CRIT = Context, Role, Interview, Task

• Context: Give your tool (ChatGPT, Google Gemini, Claude - any of the models) a frame of reference you are coming from. Share your goals, tone, and audience.
• Role: What role would you like the AI tool to take? A fellow marketer, business owner, author, or nonprofit? A strategist who will poke holes in your ideas or article?
• Interview: This is a new idea to me - ask the AI tool to ask you three clarifying questions, one at a time, to help you think more deeply on the matter. 
• Task: What would you like the AI tool to do - how can it assist you? Provide a summary? Write an article you can then edit as a draft? Help you see next step actions?

Brilliant Use of AI!
This is a great succinct way to work through better ways to prompt AI as a thought partner rather than using it as a "do this for me" tool. This reflects my typical use of AI with the addition of the Interview idea. This is also a far better human-first approach to using AI! 

With Gratitude
My many thanks to Joe Pulizzi for sharing the thoughts and Geoff Woods for inspiring Joe! I just picked up Geoff's book The AI-Driven Leader on Audible as it inspired Joe's post. I'm looking forward to the read and sharing insights! 

How Will YOU Use AI?
Are you an AI User, Non-User, or prefer to Ignore At All Costs? Hopefully the CRIT idea offers useful options to enable you to prompt better to be more effective in your use or even to help get you started!

Love to hear how your AI journey is going - Let's Chat or message me on LinkedIn!

Is It Really a Big Deal?
The short answer is YES. It really is a big deal to have made it to 3 years in business!

Generally, one should be able to at least begin to see profit within 3 years of starting a business. This allows time for growth, firming up your business plan and market, and being able to differentiate yourself as a business rather than a hobby. This does apply to nonprofits, entrepreneurs, and authors as a "business." 


IRS Tax Deductions
TurboTax refers to an IRS "safe harbor rule" that suggests a business should be able to turn a profit in 3 of 5 consecutive years. Keeping records of your business plan, receipts, expenses, and income are critical. Every business owner has their own comfort in what deductions to attribute to a business. A tax professional is always advisable.

Mindset - From Startup to Growth
The 3-year mark is a transition reference for different challenges in a business. The first 3 years tend to have a lot of adaptations to make to find a solid path forward. Once you get past the 3rd year, you approach your business differently. You feel more in the drivers seat and ready to take on different challenges, seeking more opportunities to expand your client base, consider hiring assistance, or simply feel more confident in what you're doing.

Common Challenges - First 3 Years
There are some pretty big factors that need figured out in those first 3 years. I do a deeper dive on the first 3 years on ​this blog post. 

• Business plan: Your business needs at least a rough structure to succeed. What do you hope to achieve with your business? 
• Market fit: This will likely take some adaptations along the way to find your ideal audience and product fit. Is there a demand? What's the competition like? How can you differentiate?
• Cash flow: Do you have a sufficient reserve or plan for the lean start and initial investment? If your plan is big enough to have staff, you're able to pay salaries and stay afloat? Have you addressed the basics - can you handle the back-shop bank book/invoicing or do you have someone skilled to do so?

Small Business Survival in First 3-5 Years
A search of the U.S. Bureau of Labor Statistics shares 65-70% of small businesses succeed within their first 3 years. I did find a note that number does continue to drop over time, so survival past the 3rd year is no guarantee, simply an indicator a business has promise to succeed.

The 1st year is often driven by excitement and drive. The 2nd year shows the weak spots in cash flow, market, and business plan. The 3rd year is that golden year typically where you've sorted through the obstacles to being viable. At this point you have systems in place for your business, a customer base, and a proven concept!

You've Made It - Now What?
What does the future hold for your business past the 3rd year? You begin to look at long-term strategy.

• Scaling: What's your growth plan? Will you be expanding services, locations, or staff or you're comfortable where you're at?
• Strategic plan update: It's time to sit down to map out your next few years. You've survived the initial test! Are you in it for the long haul?
• Check your financial plan: Are you solid in your back-shop processes and accounting? You know your numbers to break even, sustain growth, and begin investing in the business or your retirement?
• Brand awareness: This is a good time to consider updating your brand visibility. Consider different marketing and outreach options. Anchor your primary supporters to become your biggest cheerleaders to draw others into the tribe! 

Where are you in your business as a nonprofit, entrepreneur, or author - first 3 years or beyond? Have you noticed a difference between the two time periods? Any advice to share?

​Love to hear from you - Let's Chat or find me on LinkedIn! 

Simon Sinek - Start with Why

Book review time! I've only recently paid attention to the work of Simon Sinek. One of his earliest books, Start with Why, is hailed as a keystone sort of book, especially for business owners. Now that I've read it, I can see why.

An Oldie but a Goodie!
You can find the book on Amazon, published 2011. An Audible version was posted May 2025 as a 15th anniversary item, narrated by Sinek. He has a smooth, entertaining voice. Anything read by an author tends to get higher on my list! I was able to enjoy it for free through Libby, an audio app connected to many libraries. 

Generally About Start with Why
The book is filled with corporate examples to illustrate his point for individuals and businesses to start with their "why." He highlights a few companies repeatedly as they simply exemplify his message. I'll admit, I got a little bogged down in the middle, but it picked up for me as he got closer to the end with chapters 10-14 noteworthy beyond the first couple of chapters describing the concept. 

The Golden Circle

This was really the core concept of the book and most easily describes Start with Why. Business owners, small or large, don't necessarily begin with a clear "why," but you have to develop one you can articulate if you have any hope of continuing beyond year three as a business. 

Why 3 Years?
Three Years is considered a key transition time for businesses to mark surviving start-up and transitioning to a sustainable business. Refer to this blog post reviewing the general 3 year business lifecycle. 

Understanding The Golden Circle
Let's define the pieces of The Golden Circle.

• Why: This is really the crux of why you do what you do—WHY are you even in business? This is asking beyond the surface level of "To make money." Why THIS? Why NOW? As Simon calls it, "WHY is a purpose, cause, or belief. It's the very reason your organization exists."
• How: This is what makes you special or sets you apart from competitors—your process.
• What: Many start with What - this is the product or service you aim to sell or provide. This is the most easily identifiable aspect of your business. 

Is Why REALLY That Important?
You betcha. Simon offered many examples in his book about corporations rising to success - big ones like Walmart, Apple, Southwest Airlines, and Starbucks - who "got fuzzy" about their Why as founding leaders and corporations faced transitions. It seemed a company remained viable as long as the founder and the corporate WHY was (literally) alive and connected with the business. Once a "What" or "How" style leader became the corporate head, often where money became the object or most visible metric of success, that's where corporations faced challenges to even remain viable, typically with reputations taking a severe hit. 

This Applies to Small Businesses
Yes, my nonprofits, fellow entrepreneurs, and authors—this applies to us "little guys" as well. If we have any hope of lasting past Year 3 and becoming sustainable, we must create that Why if we didn't begin with one clearly in mind. 

Focusing on What and How
Sometimes, you identify a need or a benefit you can offer and you simply start running, figuring things out as you go. That's fine to start. You typically have SOME Why in mind as you go, but it may be fuzzy to start, needs shaped, or adapts a bit in those three years to become viable and suit market interest. 

However, for your business to sustain, you must formalize your Why and be able to say it clearly to others. This becomes your rock or "North Star" to weigh decisions that arise.

Staying True to Your Why
Sure, it may still flex as you continue, but likely only a limited amount unless you decide to change businesses, which happens. What and How will regularly adapt as your business grows and evolves. But your Why should remain your core.

What About You?
Do you have your Why in mind? If not, are you working on fleshing it out?

I'm working on the words to update my About page to focus more on my Why. Love to hear your Why and your journey to discover it! Let's Chat or find me on LinkedIn!

Do You Have an Elevator Pitch?

Just to be sure we're at the same starting point, what is an elevator pitch? 

It turns out, it's not found in Merriam-Webster's online dictionary as a "word" to define. True, it's a phrase. So we'll go with the general idea behind it.

An "elevator pitch" is your quick basic introduction to what you do and who you are. 

How Long Should It Be?
Some "gurus" consider 30 or 60 seconds as the ideal length. Yes - seconds. The emphasis is on quick. I was listening to a podcast by Joe Pulizzi recently advocating for a 15 second version as ideal!


Key Characteristics of an Elevator Pitch
Joe Pulizzi suggests the response should be framed to answer "How do you make people's lives better?" I like that.

If you search "elevator pitch," you'll find a number of suggestions of approaches to take. I'm afraid if a pitch included all the pieces I'm seeing recommended, we quickly go beyond 60 seconds for the pitch and you'll feel like you need to memorize it like a speech! 

Google Gemini offers these suggestions which are a generally reasonable starting point:

• Brief: an elevator pitch must be concise, lasting no more than 30-60 seconds
• Clear: easily understood, even if your audience is not an expert in your field
• Compelling: the goal isn't to explain everything about you, but to create interest for the listener to want to hear more - a "tease" about you.

Adobe is very happy to provide you with templates to start you thinking if useful. (Warning: this is a fairly lengthy piece provided by Adobe) 

Indeed suggests you:

• Introduce yourself by full name.
• Summarize what you do.
• Explain what you want.
• Finish with a call to action. 

That's not bad, but you may consider cutting this in half - stick with the first two ideas and be ready with follow-up information if useful. 

I really like the simplicity of Joe Pulizzi's suggestion, especially as I come from a service background and see my business in that light.

I also appreciate the shorter time focus Joe suggests as short attention spans are real these days. Start with a 15 second quickie. You can always expand on it in conversation, but a 15 second hook is brilliant!

Where Would You Use an Elevator Pitch?
Anywhere you would talk to people! This could be as official as a job interview or networking event or as casual as chatting with friends and family. 

This is why it needs to be so simple that it quickly and easily rolls off your tongue like it's simply part of who you are!

How Is YOUR Elevator Pitch?
Having a ready elevator pitch is one of the first "tools" to have in your marketing "tool bag"! Having a couple of different lengths in mind or a 1:2 punch of start/follow-up at the ready is extremely useful. 

Need to bounce your pitch off of someone? Happy to be that extra set of ears if useful! Sometimes it helps to get out of your head and chat with someone not in your immediate circle of close friends and family who will love anything you create. Let's Chat or find me on LinkedIn!