If you want a really big competitive advantage, figure out how to hire great people who don’t interview well.


New storefronts and restaurants were likewise optimized for the image. Considerations like comfort, accessibility, and acoustics were secondary to visual appeal. It was as if the landscape itself had dysmorphia, altering its physical appearance to fit an arbitrary standard that undermined its primary function. But maybe I had it backward. Maybe the point of a physical space was no longer to shelter physical people. Maybe a storefront was a marketing tool for a direct-to-consumer internet start-up, the way a website was once a marketing tool for a brick-and-mortar store. Glossier. Everlane. Warby Parker. The Sill. Walking into such places felt like walking into an app. They always looked smaller in person, like actors who are shorter in real life.


The art of showing up

Not every day is created equal.  Not every day will feel great.  The energy & excitement won’t always be there.  You won’t always feel optimistic about your results.  The day’s outside stressors such as family, work, etc. oftentimes throw a wrench in your daily schedule.  It’s NEVER all the way right.  It usually falls somewhere in the middle between the two extremes.

Between the opposites you must learn to master the Art of Showing Up.  No matter where you fall on the spectrum, showing up produces a consistent feeling and result of achievement.


No, SEO is not like heroin

SEO can be difficult to explain to people. To really understand it on an in-depth level, you need a mixture of technical and marketing knowledge. That said, it’s not stoichiometry. Getting people to wrap their heads around SEO on a high level shouldn’t be _that_ hard:

People use search to find information. If you increase your visibility in search, more people will find out about your business.

SEOs fall into a trap where we think SEO is a lot harder to explain to people than it actually is. (Many agencies would be screwed if their clients knew SEO so maybe this is intentional)

Instead of really educating people about SEO, we fall into far-fetched and corny analogies that actually make SEO more difficult to comprehend. Why talk about revenue/lead generation when you can swoop in with the “SEO is like heroin” pitch, right? One of the reasons SEO is viewed with such mysticism is because of how we talk about it to other people.

Part of being a good SEO is educating others. Teaching people about SEO is the only thing that will repair our reputation. If you work in the industry part of that burden is on you.

Next time you are speaking or writing about SEO, take the time to properly explain it instead of spinning the noun wheel and landing on Why SEO Like A Clarinet.


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