The Observer's Notebook

  Your Business Isn’t Making Money. Here’s What I’d Actually Fix. I need to say this clean, because if I soften it, you’ll stay stuck longer than you need to. When someone comes to me and says, “My business isn’t making money, what should I fix,” they’re almost always asking the wrong question. Not because they’re incapable. Not because they’re lazy. But because they’ve already spent months, sometimes years, trying to fix the wrong layer. They’ve adjusted their content. They’ve redesigned their website. They’ve tried new platforms, new hooks, new offers, new pricing. And still, nothing compounds. So they assume something is broken. It’s usually not broken. It’s misoriented. And that’s a very different problem. What Actually Happens Inside a Direction Session Let me give you a real look at what happens when someone sits across from me, whether that’s a paid Direction Session or one of the rare ones I gift. They don’t come in saying, “My offer is unclear.” They say things like: “I’m ...

  Why I Stopped Posting Just to Post Last year I wrote a piece called “Mastering the Social Sphere.” At the time, the goal was simple. Help entrepreneurs understand the personality of each social platform so they could show up more strategically instead of randomly posting and hoping something landed. That framework still holds. Different platforms have different social dynamics. Different expectations. Different psychological environments. But something else has become increasingly clear over the past year. The real shift happening online isn’t about which platform you use. It’s about how you relate to platforms at all. Because the era of posting everywhere, all the time, simply to stay visible is quietly ending. And the data, the algorithms, and my own lived experience as a strategist are all pointing in the same direction. Attention is fragmenting. Communities are becoming smaller and more intentional. And the creators who will lead the next era of...