Sharing our framework for accomplishing three things at the same time from ONE piece of content: 1. Generating Reach (likes, views, comments) 2. Positioning Ourselves as Thought Leaders 3. Building a Cohesive Narrative for Our Product/Service . . T: Tap Into a Timely Topic We start by leveraging a timely topic. We first find these topics using tools like Google Alerts, Google News, Taplio, Substack, etc to find what people in a target industry are discussing. Then we use this as the attention wedge or Hook to get our target audience's attention. >> Problem: if we JUST talk about what's trending, we're more reporters than thought leaders. Solution: A: Abstract to Industry Trend If the Timely Topic is the Hook, the Body of the post is the opportunity to abstract the hook into insights into what is happening in the industry related to this Timely Topic. This is where we can position ourselves as thought leaders by taking contrarian or predictive stances on the Timely Topic. Finally: C: Connect to Your Case The end of the post is a good opportunity to connect the Timely Topic and Abstraction into the company's thesis; the POV, the contrarian understanding. Every piece of content should serve as supporting evidence for why this is a problem, why we're the right team to build a solution, and why our solution is the best approach given what we understand about the space. The above playbook helps us balance reach with ROI initiatives. Over time, the audience grows AND understands our narrative, which leads to conversations and conversions. Hope this framework is helpful! Would also love to learn from other approaches you've used successfully. To your growth 🚀

Today, we shared a mandatory internal video training with our team that addresses a common marketing dilemma: the perceived conflict between creating relevant content and achieving viral reach. The video challenges the false dichotomy that we must choose between content that's either relevant to our product/service OR content that goes viral. It offers strategies to achieve both goals simultaneously. You can create content that's both relevant and widely viewed. Here's how: https://www.loom.com/share/ed2dc3ec4e2c4f779c9ea19785ee6867?sid=1e6d7968-c936-43fc-9e96-c512b66b8a06

Wanted to share our process with you for how we routinely assess leadership performance at our company. For context, we have 6 people in positions of leadership at GrowthMasters. Here's how it works: 1. Every month, leaders make a copy of the Leadership Scorecards. 2. Each leader scores themselves on a scale of 1 (low) to 5 (high) across various criteria. These range from communication and personalized attention to their direct reports, to building systems and working on strategically significant opportunities for the business. 3. Leaders then share their scores with whoever they report to for feedback. 4. Stakeholders get on the same page about the scores; either agreeing with the self-assessment or sharing a different perspective on how they would have scored the leader across the criteria. 5. Scores go on a Google Sheet to track progress over time. We keep things positive, predictable, and kind. This method helps us build momentum, continuity, and accountability in a healthy way. Sharing our exact documentation with you: https://docs.google.com/document/d/1lQQCpTQiHfUHQzLK4EnA1jAr6EjA9IB1SUWVXCkJ8vA/edit?usp=sharing

Here's exactly how we do it: 1. We create and publish a job listing on LinkedIn and any other relevant sites. 2. We do NOT rely on the organic inbound applications. Instead, we do a combination of "boosting" the job post (e.g. paying LinkedIn to show it to relevant people) and we also do a lot of headhunting. The way we do our headhunting is by creating a bulletpoint list from most ideal candidate to least ideal (but still acceptable) candidate and internally call it our Layers of Desirability. A team member then runs cold outbound campaigns using a combination of manual and automated (Buzz.ai) steps. The very short description here that I would be happy to expand on in case anybody is curious is that we send targeted invites for relevant people to apply to the job post. This is a key step. 3. Our top applicants are then shortlisted. We're currently testing a process where we drag-and-drop the CVs/resumes to a custom ChatGPT AI that has been "trained"/contextualized on what we are looking for in terms of cultural and technical fit. The GPT then sorts talent from most likely to succeed at the role and company to least likely based on the criteria we gave it. We don't over-rely on the AI but it definitely helps when we have 200+ applications to sort through. 4. Next step is to schedule a short <20 minute meeting with the top talent. We cover various topics but the main ones are: - What stage of life are you in right now? What are you looking for? - How would you currently rank these motivators from most important to least important in your life at the moment and why? Freedom, Finances, Impact, Growth, and Stability. - What attracted to you to this role and company? - What have you liked the most and what have you liked the least about the companies that you were previously a part of? - Any questions for us? 5. We then provide the talent with a brief <2 hour sample project for them to complete. The instructions are given to them on a Google Doc and it's the same sample project that all other applicants to this role are completing so we can standardize input vs output as much as possible. Think of it like a take-home test. 6. By now we should have a very short list of top candidates based on cultural and technical fit screened at the resume, interview, and sample project level. If this is for a key full-time role, we may schedule additional interviews and loop in other stakeholders. Regardless, the next official step is to onboard for a 10-day paid trial period. During the trial period, the talent is completing real work and are also asked to take a few personality tests and share the results. We use Myers Briggs on the website 16Personalities, DISC and Enneagram on the website CrystalKnows, and finally StrenghtsFinder on High5Test. We want to make sure that what the talent gives and asks of the role is a solid and sustainable fit for what the role gives and asks of the talent. 7. I'm a big believer that relationships are a two-way street. At the end of the 10 days, the talent is understandably considering whether or not to move forward with us based on our culture and line of work. We are also assessing if the technical and cultural fit is there. If it isn't lining up for either party, we wrap up our work together. If everybody is happy with the fit, we extend an ongoing offer.

We've put together 30+ pages of AI prompts for you to shortcut the creation of High-Value Assets for your brand. Simply copy-paste these templates into your favorite AI (e.g. ChatGPT, Claude) to generate Asset instructions in seconds. Then follow the AI output instructions or share them with your Graphic Designer to create lighthouse pillar content and value bombs for your LinkedIn page, newsletter, website, private community, etc. For example: - Cheat Sheets - Market Maps - Benchmarks - Flow Charts - Scorecards - Mind Maps - ... and much more for any industry These could save you hundreds of hours this year: >> Growth teams want these prompts to create marketing collateral. >> Sales teams want them to create sales enablement literature. >> Executives want them to communicate their thoughts in memorable, digestible, and shareable formats. This Google Doc is one of the most valuable GrowthMasters resources that we've ever shared from our internal library of Standard Operating Procedures: https://docs.google.com/document/d/1kQyQ_CEUO9I3novQJsOZkP-SbNvMo0emQOMWxCyCN78/edit?usp=sharing To your growth! 🚀