☕️ you're lost at sea

Wanna hear my honest take when founders hit me with a random, "idk why my content isn't working... any advice? And then I take a quick peek at what they've got cooking?

Most of the time, the problem is never their content. It’s that nobody knows what the hell that content is supposed to be doing.

…Including the founder.

And before anyone gets defensive, hear me out.

Content is merely the vehicle, while strategy is deciding where you're going, why you're going there, what needs to happen along the way, and how all the pieces connect together so that every action is moving you toward a specific outcome.

I see so many founders spending hours obsessing over what to post, how often to post, what format is performing, what the algorithm wants, and what their competitors are doing, but almost nobody stops to ask the questions that actually matter:

What are we even trying to accomplish?
What do we want to be known for?
What does our buyer need to hear, see, understand, and experience before they're ready to work with us?
And where are we trying to take people after they consume this content?

Because social media doesn't exist in a vacuum (at least it shouldn't)

Your social content should connect to your website. Your website should connect to your offers. Your offers should connect back to your customer journey. Etc. Etc.

And all of those pieces should be working together to build trust and help people make confident buying decisions.

But what I see far too often is founders creating social content one post at a time with no real system underneath it. They're posting because they're supposed to post. Trying things because someone told them they should. Experimenting with formats, trends, and tactics while hoping something eventually clicks.

And yeah, I get why that happens.

Because when you're the founder, you've usually spent years building the plane while flying it.

You've been the visionary, the decision-maker, the marketer, the salesperson, the customer service department, and the operations team all rolled into one.

But let’s say your business is starting to grow and you’re assembling a lineup of A+ contractors to help you get sh*t doneeeee (like content).

So you start delegating.

…And then suddenly a new problem shows up.

Now there are people capable of executing, but nobody is really steering the ship bc everyone (including you) is kinda lost at sea.

The team can post content. They can write emails. They can design graphics.

But they still need strategic direction.

And that's usually where things start breaking down because everything that's living inside your brain has never actually been translated into a strategy someone else can follow.

You know what makes the business different. You know what you believe. You know why clients choose you. You know what you're tired of seeing in your industry. You know where the company is headed.

But ask you to explain all of that in a way another person can consistently execute across content, marketing, customer experience, launches, and growth initiatives?

That's where things get messy and what the real issue at play here is.

Not your content or the algo or the fact that IG likes to switch up the rules every damn week.

If I asked YOU…