As a company grows, founders can't know everyone. The key to preserving culture is not maintaining personal relationships but ensuring early, influential employees don't become political gatekeepers. Be ruthless in removing those who play for themselves, not the company.
Massively increasing creative volume allows for hyper-niche targeting (e.g., city, sports team, cultural references). This boosts conversion by striking an emotional chord, justifying higher CPMs for narrower audiences, and outperforming a few high-budget, generic ads.
Address a common but unspoken "human truth": top salespeople are often culturally destructive. Create content validating the need to fire them and target it at HR executives on LinkedIn. This empowers HR to act and positions your company as a solution to a critical organizational vulnerability.
When starting with paid social ads, don't get trapped in complex ROI calculations. Instead, pick a number that, if it went to zero, would be an acceptable cost for the education gained. This removes fear and encourages the experimentation crucial for finding what works.
The long-term strategy for brands you carry is to go direct-to-consumer, cutting you out. The only sustainable defense for a retailer is to build its own brand equity by creating and marketing its own private-label products, transitioning from a utility to a destination brand.
When launching a new business model that requires customer trust (like selling sight-unseen equipment), create case studies by providing unsustainable guarantees to the first ~50 clients. Use escrow or personal guarantees. The goal is to create examples and social proof to attract future customers.
If content creation is core to your strategy but your team resists, don't waste energy convincing them. Publicly post job openings for practitioners who *want* to be on camera. This puts positive pressure on the existing team and attracts talent already aligned with your marketing vision.
Use Facebook or LinkedIn ads to target decision-makers in a specific city and industry, inviting them to an exclusive, curated dinner. This "high school party" concept positions you as a thought leader and gives you a captive audience for a low all-in cost, generating high-quality leads.
While certain content formats (like text-only posts on LinkedIn) may currently win algorithmically, relying on them exclusively makes you one-dimensional. Deliberately mix in formats like video that build deeper brand equity, even if they underperform on short-term engagement metrics.