Do The Work

There seems to be a belief these days that the next course, the next download, the next coach, or the next strategy is going to be the thing that changes everything. It isn’t. The thing that changes everything is doing the work. Doing the thing you said you were going to do. Having the conversation you’ve been avoiding. Starting the project. Posting the content. Leaving the situation that no longer serves you. Taking responsibility for the bits of your life or business that need changing. Nobody can do that for you.

Over the last two years I’ve made some huge decisions. Some exciting, some painful, some life-changing. Right now I’m still in the thick of a few of them, but what I can say with complete confidence is that I have done everything I said I was going to do. Every issue that needed addressing has been addressed. Every opportunity has been explored. Every difficult conversation has happened. Has it all worked out perfectly? No. But I know I haven’t left anything on the table, and that feeling is worth more than any amount of success.

One thing the Pink Gorilla Collective has taught me is just how many people are sitting on something incredible but refusing to take the steps needed to move it forward. They have brilliant products, amazing skills, years of experience, and businesses with huge potential. Yet they’re waiting. Waiting until they feel more confident. Waiting until they know more. Waiting until someone tells them they’re ready. The truth is nobody is coming to do it for you. At some point, you have to decide what you want and start making moves towards it.

The reason I got into social media and marketing in the first place was because of this exact mindset. Back in 2023 I watched around ten businesses I knew really well close their doors. Most had started around the same time as Muck N Brass. The reason they gave was often the same. They didn’t understand social media. They didn’t like social media. They didn’t want to use social media. I refused to let that be my story. I decided that if marketing had changed, then I needed to change too.

Until then I’d been lucky. I could post a piece of furniture and it would sell. Then people’s spending habits changed. Attention shifted. Platforms evolved. Suddenly what had always worked stopped working. Instead of complaining about it, I got curious. I learned. I tested. I failed. I experimented. I paid attention. And slowly I worked out how to make social media work for my business again.

What still amazes me is that social media is free. Businesses used to pay for Yellow Pages ads, magazine adverts, newspaper space, flyers and direct mail campaigns. Marketing has always cost money. Yet today we have access to platforms that allow us to reach thousands of people for free and so many business owners refuse to use them. Social media is fucking free. Use it or lose it. Because we’re already seeing platforms move towards pay-to-play models and one day you’ll wish you’d taken advantage of all that free attention while it was available.

Everything I share now comes from doing the work. Not from theory. Not from reading one book. Not from repeating what someone else said. It’s from years of testing, failing, learning and adapting. I’m happy to share everything I know. I’m happy to bring experts into the Pink Gorilla Collective who know things I don’t. I’m happy to provide the roadmap. What I can’t do is walk it for anyone else.

Today I just wanted to tell you where I’m at. I’m proud of what I’ve built. I’m proud of the changes I’ve made and the risks I’ve taken. I’m excited about where the next few years might lead. There’s a project I’m working on right now that could genuinely change my life. If it comes off, I’ll be in heaven. If it doesn’t, I’ll still be proud because I know I’ve done everything I possibly could. I’ll never be left wondering what if. I’ll never have to sit there wishing I’d been braver or regretting not trying. For me, that’s the real win.

So if you’re waiting for a sign, this is it. Stop looking for the miracle course. Stop waiting for confidence. Stop waiting for permission. Do the work. Do the thing you said you were going to do. Your future is built on the promises you keep to yourself.

Same person 

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