you've got great taste!
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Hey Reader, Rick Rubin has produced some of the most highly regarded and rewarded albums in music history — Nine Inch Nails, Adele, Run-DMC, Johnny Cash, the Red Hot Chili Peppers, and Neil freaking Diamond. You know what's interesting about Rick? He doesn't read music, play an instrument, or lay a hand on a soundboard. Anderson Cooper asked him once what he does in the studio, and he simply replied: I know what I like and what I don't like, and I'm decisive about what I like and what I don't like. That's his whole job: Taste and discernment. When people tell me they're not going to work on their messaging with me, even though they know they need it. And that they're going to "limp along" with AI instead, I've started paying attention to those words. Nobody limps toward something they think will work. A few months later, some of them come back. The messaging sounds fine, technically coherent, grammatically correct, and it's doing nada for their business. No leads. No referrals. Their pipeline is deader than a graveyard at midnight. That's Rick Rubin's whole job as a music producer. Now, it's your job too, and it can't be outsourced to AI. In the middle of all this AI bluster, I find that genuinely reassuring. Why? Because AI doesn't have taste. It produces the average of everything it's ever ingested, which means it produces the average of every other consultant, coach, and service provider on the Interwebs (and let’s face it, most of their homepages suck, too). Average doesn't get chosen first. Average doesn't make your ideal client feel like you're reading their mind. Average is boring, mediocre, easy to forget, and pass over. The work you do matters in a way that a prompt can't replicate. Your taste and discernment are the product. And if you're struggling to articulate that, if your messaging doesn't yet reflect how good you actually are, that's the thing worth fixing. Tell me, are your clients choosing AI over you? Would love to talk to you about it Yours in rebellion,
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Make Marketing Suck Less
Marketing strategies for solo business owners who sell outside the online business bubble. Messaging and marketing for consultants, service providers, and experts whose clients live in the real world—where funnels don't work and referrals matter more than reels.