✅ Solve 80% of your problems...

...with this 1 seed question

It's simple on the surface, but it's hard in practice.

It requires a bit of sweat so most people won't do it.

I once read that you should write down your "why" before you talk to any individual person or group of people.

I believe "why" is the most important question that you can answer about whatever it is you do. However...

You can't answer "why" you're doing something until you know "who" you're doing it for.

In the pre-internet world, this "who" was relatively stagnant because everything was controlled by a few distribution channels. This is no longer the case.

The "whos" are infinite in the post-internet world but many brands still talk to the world like it's 1990.

Why is everyone seemingly offended by everything?

It's because the traditional media channels and brands have not adapted their "whos" for a post-internet world.

But if you've ever been down the rabbit hole on TikTok, Discord, Netflix recommendations, Reddit, a Twitch chat room, or countless other channels, then you know that there is a "who" for everything.

Traditional media channels can't turn quickly, but you can.

Define each of your "whos" as deeply as you can before you ever send a cold call, email, demo, pitch, TikTok, text message, talk to your kids, or pick-up someone on Tinder.

ALR (Attention - Leads - Revenue)

Anyone who's worked with me has heard me utter the phrase "ALR" about a million times.

• Who are you talking to? This is your audience. This is where the "attention" is.

From this question, stems the solution to your problem.

Pro tip: to go deep on your "who" keep adding prepositional phrases to the end of your sentence.

e.g. My "who" is dads who are into boats...who are married...who are in the Facebook group Dads Who Don't Own Boats...who live in Green Bay.