Add Rooms To Your Life

Where do good ideas come from? This was the question Steven Johnson took four years to explore. And then distill his findings into an aptly named book: Where Good Ideas Come From.

The main takeaway, one that I recite just about once a month to the team, to myself, or to customers, is that of the “adjacent possible.” Opening doors.

The argument can be summarized in one sentence: at any given moment, there isare a set of ideas, inventions, or opportunities that are just one step away from what currently exists.

Ideas don’t just happen as lightbulb moments: they happen gradually as new steps reveal themselves.

Here’s an example:

Started with landline ->

Moved to mobile chips and batteries ->

That led to your cool flip phone ->

That led to smartphones ->

App stores: there’s an app for that ->

Ride-sharing revolution. You can now DoorDash a vanilla latte.

Travis Kalineck (Uber Founder) couldn’t go from landline to Uber. Too many rooms in between.

There were steps.

Doors to open.

Rooms to explore.

How do you harness the power of the adjacent possible? It’s simple. Open doors.

If you want to advance your career and innovate in your field, you need to ask yourself: Am I opening doors to the connecting rooms? The areas in my profession that are unknown to me and to most. Am I exploring the adjacent possible?

My goal was and still is to open doors. To operate a company on the frontiers.

Where do good ideas come from? Assuming GeoFli (change website content based on visitor location) is a good idea, the path to landing on the idea came from doing exactly this.

Here are the rooms I had to enter.

Enrollment marketing -> college fair circuit (think trade show marketing)-> digital marketing -> conversion rate optimization -> landing page builders -> personalized website traffic based on location.

Pintler Group has a core value to operate on frontiers. Another way of thinking about this: continue to open doors to rooms that didn’t exist three years ago. Or sometimes three months ago.

How to Find a Competitive Advantage:

Here’s the secret. The deeper you go and the more doors you open, the less crowded the rooms.

When you start in a career, you don’t know much. So all you can do is open doors and explore rooms. This is called gaining experience. A lot of people stop exploring. The key is to keep going.

Open doors to uncrowded rooms. This is your competitive advantage.

If the Room is Empty:

It applies to any career, passion, or area of expertise. In entrepreneurship, when I get to a room that doesn’t have a lot of people, the hair on the back of my neck stands up. It can mean a couple of things:

1. There’s actually not much happening. It smells of a college party that happened two days ago. The room used to be full. The party happened. Then ended. Think typewriter mechanics. Empty room. Not a lot of opportunity.

You could still be the best in the world in this room if that’s something that interests you. Typewriter repairman, for example.

2. You’ve actually skipped a couple of rooms. It feels empty because you’re lost. You haven’t spent enough time mastering Google Analytics and creating your own dashboards to know that it’s a solved problem. You’re in a room to build a dashboard that combines Google Ads and Meta Ads without having spent time in Data Studio (which does exactly this). Google owns this room and kicked everyone else out.

3. There’s a blue ocean here. You’ve found something that worked. There are still doors to open, but you’ve got a gut feeling there’s something here. The adjacent possible is on a frontier. And now I’m finding doors that have to be jarred open. Sometimes with a hard pull. Other times with a crowbar.

Think: building a new software to solve a pain point and combining industry knowledge with business acumen.

How this applies to building a business:

Innovate. I grew up in Rochester, NY. When I was born, the company that employed half of Rochester, Kodak, wasn’t based in Rochester: it was Rochester.

From 60,000 employees to 1,200 today (OG hipsters still use film). That leaves an impression on an entrepreneur.

When I moved to Montana and went to business school, at least three times a semester Kodak made its way into a case study, discussion or guest lecture on what NOT to do. It made books about combating complacency really fascinating to me.

The coolest part: the floor plan to explore rooms is friggin’ enormous. Like infinitely big. The AI rooms are filling rapidly. What if you do a 180? Turn around and go the other direction like this crossing guard in Burlington who makes 17k/month sending postcards. Snail mail? Really? Open the analog door. There might be some room.

How this applies to ambition:

You can be the one and only at something. The best in the world. Just keep opening doors until you’re the only one left in the room. Even if the last room is geography-based: “in Montana,” or “in my county,” or “in my school.”

How this applies to risk:

It took Alex Honnold ten years to free solo El Capitan. Started in a climbing gym. Then granite. His comfort zone expanded as he opened more doors. The adjacent possible grew. He free soloed a 100-foot wall. Then a 200 ft wall. Then familiarized himself with hundreds of routes in Yosemite. Lived in a van at the base of his objective. Expand. Expand. Expand. Until the next room was to free solo 3,000 vertical feet.

You don’t have to start a business or climb 3,000 feet without ropes. But your next good idea isn’t found in your current room. The best part? It’s highly adjacently possible that you’re a couple of doors away from an incredible career/entrepreneurial breakthrough.

The Barbell Method: Marketing at the extremes.

The Barbell Method:

Marketing The Extremes

The barbell strategy for investing comes from Nassim Taleb’s book, Black Swan. Though impossible to summarize in one sentence, I’ll give it a try. Essentially, you’re allocating money in two ends of the risk spectrum: low risk (Cash, Rental Real Estate, retirement accounts) and high risk (seed investing, startup of your own, speculative stocks).

We do this at Pintler Group to make our portfolio sturdy. Survive economic downturns while leaving the door open to an extremely high upside, and avoiding the middle entirely.

Okay. Three(ish) sentences.

I’m an entrepreneur, not a financial advisor. I’ll talk a little bit about my investment strategies, but the goal is to talk about how the barbell method can be applied to your marketing.

I’ve run a fair amount of marketing campaigns for companies of all shapes and sizes. Likely thousands of campaigns from retailers in downtown Missoula to onboarding Fortune 500 organizations with our software.

So this article is about the barbell strategy, and how I believe that if you use this concept in marketing, it can result in outsized returns. Insert marketing acronym here: ROI, ROAS, CPL, CAC. GEESH.

Below: example of a barbell investment strategy.

My Theory of the Case:

Companies rolling out the barbell marketing strategy as part of their playbook will enjoy outsized returns on their investment of time, money, and energy. And will separate themselves from the mediocre middle.

Nobody Ever Got Fired Marketing in the Middle.

Marketing in the middle (taking moderate risk investing in “proven” channels) doesn’t get you fired, but it will land you in the middle. Middle management. Middle of the road. Mediocracy.

Imagine you’re in a leadership position tasked with growing the company. Or maybe you’re the executive director of a non-profit.

I would think about allocating an annual marketing budget between the safe and the risky. All while avoiding the middle. The marketing barbell.

Barbell Summary:

Safe Marketing Activities. The “Blocking and Tackling” of Your Marketing Budget:

In investing (again, not financial advice), Taleb makes the case for allocating capital to extremely safe investments so you can weather an unforeseen black swan event: a sharp economic downturn, natural disaster, a global pandemic, or shifting macroeconomic trends.

While at the same time, having a small but focused amount of money in high-risk investments. Most may fail, but if one succeeds, there’s a tremendous upside.

Here’s how the concept can apply to your marketing.

Left Side: Blocking and Tackling

Low-frequency waves. Day after day. Month after month. Slowly compounding.

Lower Funnel Activation: Abandoned Cart Emails.

Retention Marketing: The marketing stuff that equals repeat customers.

Strong organic presence across platforms: LinkedIn, Instagram, Facebook, Reddit (being sure not to put all your eggs in one basket).

Social Monitoring: How is your brand talked about online? Defending the moat.

Tracking net promoter scores: exceeding expectations for and delighting current customers.

Again: very little (if any) risk is involved with the above. The high-interest savings account of a marketing company.

Right Side: Low Down-side, High Up-side

Now, let’s skip the middle for now and up the risk level. It’s time to gamble.

Of course, not all speculative investments return 100x BUT, but marketers can benefit from thinking like venture capitalists who need to return a 100x fund, the VC needs a very small number of extremely successful “winners”, like one or two, depending on deal size and fund.

Highly Speculative: High Risk. High Reward:

This is where you log out of the 100k/yr attribution software. This isn’t about blended customer-acquisition-cost, seven-day-view-through-rates, or reducing the CPM on the streaming TV for the Houston market. This is about hockey stick-type results.

Let’s run through some ideas:

Unconventional PR: Doesn’t have to be jumping out of space, but it is a classic example.

Guinness World Record.

You’re a surfboard upstart (actual employee project!) You’re not going to outspend the Goliaths. You’re not going to out-impress at Outdoor Retailer. So you’ve gotta think differently. How about setting a Guinness World Record for the longest river wave session in history? This might make for some fun headlines. And the downside if it doesn’t work? You’ve got to ride a river wave for a bunch of hours.

Total Loss: 5 Hours? Maybe 25 hours? What is that current record anyway?

Creating a YouTube Series.

Again, log out of the attribution software. This one is gonna be tough to measure the immediate impact. But it’s a right-side-of-the-barbell tactic. It’s difficult to move the boulder (record the first video), but once done, the object is in motion. Here’s an example of zero-to-one with our software RevelForms. And your competition is too distracted with attribution software to grab a camera themselves.

Potential upside? A story worth telling. A captivating founder journey that builds trust, buy-in, and buy-ers.

The potential downside: you have a video series of ten videos with a combined view count of 83. On to the next idea.

Total. Loss: 10k.

*Example of RevelForms YouTube page*

In-Person Events: Large and Small

Host a small event. Pay for it all. Buy the dinner. Add real value to attendees in the form of a quick deck. Hand it out and pay for colored printing.

Upside: You’ve added a ton of value to a small but mighty curated group. You’ve surrounded yourself with people smarter than you.

Downside: You picked up the check and never hear from them again.

Total Loss: 1k-20k.

Time / Resource Allocation?

10% of marketing energy/time/resources toward low-probability-of-success but high-impact tactics.

*Shown above is our very own Ana attending Spryng by Wynter conference in Texas*

Avoid the Middle. Okay. But What’s in the Middle?

“Media Buys”

$250k into an ad campaign with too-good-to-be-true key performance indicators and an account specialist “placing media.”

Audience Expansion. The SQUIRREL! effect.

You haven’t reached 100% of your target audience. Pretend you’re a university that is known for its veterinary science program. People from all over the country apply to it. They seek it out. And you have enrollees from 46 states.

There’s the capacity to grow it to the largest in the country. The tendency at this moment is to direct your gaze to the business school program. This is the wrong tendency. This is the tendency of the middle.

Brand Awareness:

No matter how awesome it is to report 1.7 million impressions. Unless you’re Jurassic Park 9, you don’t actually want to spend money here. There are so many places to spend marketing dollars today with way higher intent. Brand awareness campaigns are squarely in the middle of the barbell.

Top of Mind:

See Brand Awareness.

Chasing Vanity Metrics:

We see this quite a bit and call it out when we do. A blog post from 2019 contributes 30% of total traffic. The problem is, the blog post has nothing to do with the core product or service. New visitors to the site flock to the article. If bouncing from the page without taking any further action was a conversion, that traffic converts 100% of the time.

Things You (or I) Don’t Understand

“Omnichannel Bidtream Intelligence Engine”

“Incrementality-Calibrated Media Mix Modeling.”

“Supply Path Optimization Suite”

If it feels like a foreign language: hang up. Close out. If you’re wondering, the translation is we keep 80% of the marketing dollars you give us. But our reports and conference rooms are going to be glossy AF. Other translations include the middle.

There you have it.

Thanks again to Taleb and his books: Black Swan, Antifragile, Skin in the Game. His arguments inspired this method. Though he argues his approach from an investment standpoint, I believe it also applies to marketing and growing your business. It allows for a more antifragile strategy: one that not only withstands shocks and uncertainties but also thrives on them.

Avoid the middle. Embrace the extremes of safety and speculation. Low downside. High upside. Let’s go.

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Five Skills in Five Weeks: Starting My PG Internship

Here are my five key takeaways from my first five weeks in my digital marketing internship.

Starting a new internship can be both exciting and overwhelming, but my first month at the Pintler Group has been a really positive learning experience. From picking up new skills to getting a behind-the-scenes look at digital marketing: specifically performance marketing, I’ve already learned things that I know will be useful throughout my career. Here are five key skills I am working on.

1: Have a Solid Foundation of Research Before You Dive In

One of the first skills I’ve focused on is building a strong research foundation before starting any project. At Pintler Group, I’ve had access to several helpful tools like Answer the Public, Google Keyword Planner, Google Trends, and Reddit Pro. These tools have been helpful because they provide insight into what audiences are actively searching for, talking about, and engaging with online. Using them allows me to identify common questions, trending topics, and relevant keywords when building Google Paid Search campaigns, which helps ensure campaigns are based on real data rather than assumptions. Early in my internship, we worked on a mock campaign for Bloom Nutrition, where we spent a lot of time studying what people were searching for and what was trending in the market. It was interesting to see topics like supplements and health trends come up repeatedly and to understand how that information could shape marketing strategies. This showed me how important research is before jumping into creative work.

2: Content Creation with Strategy in Mind

Another skill I’ve been developing is creating content with a strategy behind it. At Pintler Group, we talk a lot about continuity and how important it is in marketing. Continuity means keeping a consistent brand message, look, and tone across platforms. When a brand looks and sounds the same everywhere, it becomes easier for people to recognize and trust it. I’ve learned how to apply this idea while also using each company’s brand pillars and core values, making sure every post, caption, and landing page stays aligned with the brand’s message. This has helped me understand that good content isn’t just creative, it also has to fit into a bigger plan.

Check out this friggin’ awesome Figma board Lily and I helped build as part of our content Tuesday initiatives. It’s everything you could want to know about continuity conversion optimization and it took us a ton of time. It will take you about five minutes to get through.

3: Be Confident in Your Ideas

Building confidence in your ideas can be really intimidating, especially as an intern when professionals in the field surround you. It can feel nerve-racking to speak up or share ideas when you’re not sure if they are “good enough.” However, I’ve learned that showing initiative and being willing to share new ideas is better than staying silent. One example of this is Content Tuesdays at Pintler Group, where we set aside time to focus on promoting our own business instead of just our clients. This semester, my fellow intern Lily and I have been responsible for creating internal content for Pintler Group’s social media. Each week, we brainstorm and pitch ideas that show off Pintler Group as a brand. While presenting ideas to experienced professionals can be nerve-wracking, the feedback has been really encouraging, and the process has helped us learn new tools and ways to improve our content.

4: Organization + Communication is Key

Staying organized has been a much bigger priority than I expected. Taking time to properly label files, organize bookmarked tabs, and keep track of tasks makes everything run more smoothly and saves a lot of time in the long run. In the marketing world, having a clean and easy-to-navigate computer system is important because projects move fast and information needs to be easy to find. A cluttered workspace can make you seem unprepared or disorganized, even if you are doing good work. Organization can be the difference between a campaign launching on time or missing a crucial deadline.

A bonus key learning in my digital marketing internship:

I’ve also learned that strong organization supports clear communication. Keeping people updated, maintaining a paper trail of conversations, and asking questions early all rely on having information that is easy to access and track. When organization and communication work together, it prevents confusion later and allows teams to move faster with confidence. Being organized and communicating clearly helps The Pintler Group work more efficiently and keeps projects on track.

Below: Click on the image to check out (a template of) my training board in Trello.

5: Ask for Feedback + Grow From It

Another important skill I’ve learned is how to ask for feedback and actually use it to get better. At first, it can feel uncomfortable to hear what needs to be changed, especially when you’ve put a lot of time and effort into something. But I’ve learned that feedback is meant to help you grow and succeed, not take away from your work. When I get suggestions or edits, I try to see them as chances to improve instead of as mistakes. Getting feedback also helps things stick in your mind for next time. Over time, this has helped me feel more confident and better at adjusting my work to meet expectations.

I know there are so many more small skills I will continue to learn during my internship at The Pintler Group, but I hope these are skills you can also take and apply to your own internship or even just your everyday workspace.

Below: One of our weekly professional developments in January was a summary from book club: “Radical Candor” by Kim Scott. Check out the deck below.

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How To: Designing Custom Blog Graphics

You just drafted up a great blog post and don’t want to finish off your masterpiece with a generic stock photo you’ve seen 100 times. Standing out and separating yourself takes digital marketing mastery. This article will break down how to design your very own custom blog graphics for your featured image.

This tutorial uses Photoshop within the demonstration. However, there are many other great graphic editing software and free website tools to use online to design custom blog graphics.

Determining Dimensions for Graphic

The most common dimensions are 1200x600px and 1200x650px (which is a 16:9 aspect ratio) for featured blog images. These dimensions will produce the best display throughout your blog feed.

Your Blank Canvas

Begin with a light background color. A light grey or an off-white works well as a background for your canvas. Locate the color pallet in Photoshop (bottom left corner). Then, use the color overlay effect to change the color of the background.

Border, or No Border?

This is a great debate among designers and creative minds. I would argue, “don’t overthink it!” Borders are great to add a frame to your graphic. There are instances when borders do not fit the rest of the design, so leave it out. At the end of the day it’s all down to preference. The most important thing to keep in mind is to keep your featured blog images consistent. If the rest of your blog features images with borders, the natural thing to design next would include a border around your graphic.

Determining the Subject

Choosing the right graphic for your blog article can be tough. However, there are a multitude of free resources to use when selecting your ideal graphic to edit. Some of the more widely used free graphics websites are:

Once you have found your ideal image or graphic, simply drag and drop it into Photoshop (preferably a jpg or png file).

Color-It-Up Your Way!

Once your graphics are in place within your canvas, have fun overlaying custom colors that reflect your company or brand. This custom design features Pintler Group‘s primary and secondary colors.

Voila!

Upload your graphic for your blog post by going into your website’s settings and uploading it within your article (upload graphic in jpg file format). Here, I am using WordPress for this example.

Make sure to include descriptions within the alt text, title and description for your graphic. This helps with accessibility and readability for all readers.

Now it’s your turn to create your very own blog graphic featured image. Have some fun and let your creativity run free!

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Readability Goes Beyond the Words

There’s no ignoring search engine optimization (SEO) causes a high level of anxiety for digital marketers. There are many unknowns. Hours of work don’t show immediate results. It’s easy to dive into a rabbit hole only to second guess yourself. With so many ranking factors to consider it’s imperative to focus on the crucial ones. You also want to focus on an overlooked one: content readability.

Part of why marketers overlook readability is it’s less technical than other ranking factors. It’s not as easy as adding alt tags to every image and checking off that box. It requires attention, thought and patience. SEO, after all, is a content strategy. And you want your strategy to be quality, right?

Keep reading for insight on why readability matters and ways to measure quality.

Why Readability Matters

Readable content is more likely to be share-worthy. And that’s a factor in improving search rankings. It also increases the likelihood that people will spend more time with your site and return. So not only are you improving discoverability but you’re improving key site metrics. Thus with smart, readable content, you’ve enhanced the chance of marketing funnel completion.

Additionally, Google tries to act and think like a human. So while forcing as many keywords into a sentence may seem like a good idea it might be creating sentences that normal people wouldn’t say or type. Thus, Google is going to ignore you. Just like any marketing practice, you need to think like the end-user. What would I type if I wanted to find something?

Finally, readability factors into voice search. One of the key indicators of readability is sentence length. When your smart device is reading an answer to your question, would you prefer a quick six-word response or a twenty word one?

What Makes Content Readable?

A service like Yoast looks at a variety of factors when determining readability. Specifically, according to their website:

- - Sentence Length
  - Paragraph Length
  - Subheading Distribution
  - Consecutive Sentences
  - Use of Passive Voice
  - Use of Transition Words
  - Flesch Reading Ease Score
  - Text Presence

They aren’t all ranked equally. And some are more complex than others. For the purposes of this article, we will focus on the length categories. Check back often for additional articles!

Sentence Length: As mentioned above, the goal is to keep sentences under 20 words. This isn’t always going to be possible. So Yoast has set the benchmark of 25% being over. That’s certainly attainable. The importance lies in the ability of readers to quickly consume the content. It’s easy to get lost while scanning long sentences. Especially when followed by a longer one. Also, think about the way content appears in search results. The less that’s truncated, the better.

Paragraph Length: The readability impact can be a visual one. When opening an article to find a specific answer you don’t want to be overwhelmed. First impressions matter. Shorter paragraphs are also easier to comprehend. If you find your paragraphs running on, consider planning each to be topic-based. Shorter paragraphs (Yoast defines as under 150 words) also force you to use subheading. Which is another readability factor!

Bottom Line

Readability is important. Not just for SEO, but for brand legitimacy. However, it’s important to not sacrfice quality or clarity for the sake of SEO. Don’t become repetitive by slipping an extra keyword into a paragraph when it’s already present plenty. Don’t mangle a sentence to the point it doesn’t make a lick of sense for the sake of flipping to passive voice. Instead, study what you’ve written. And pay attention to quality scores in your various tools. Producing quality and readable content will become the norm.

Be sure to utilize Yoast and other tools like Grammarly. They let you know you’re doing well with green dots.

Go Green!

Want to learn more about SEO? Check out our podcast here and watch this video on Google ranking factors.

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