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Recently I watched this excellent video by Gary Vaynerchuk.
In it he explains that he spends all his time in two places - the clouds and the dirt.
The clouds meaning the vision. The high level. The strategy.
The dirt meaning the execution – the how the vision comes to life.
He wastes no time in between. For us as marketers, or anyone trying to form relationships and aggregate attention, this is where we need to be as well.
Because there’s essentially two things that your market wants to know from you:
- The Clouds. What’s the big picture. The high level strategy. The next thing. What’s your take on this.
- The Dirt. What is the best way to make the vision real. The template. The plan. The hacks. The tweaks. The dirt – the medium in which the strategy can take root.
This works at every level – whether you sell high dollar software or macaroni and cheese.
Be your markets source for these two things – learn how to put your unique spin on them – and you’ll no longer need to chase. Your market will come to you.