Nobody really knows what they’re doing.

You might not like that, but it’s mostly true.

People love certainty.

They love people to tell them exactly what to do and what the “right” answer is.

I see this a lot in marketing.

It always feels like we’re trying new shit and seeing what sticks.

We’re like mad scientists.

Constantly experimenting.

And the reason is, I don't always know if something's going to work.

Look at music.

If you ask a famous musician if the song they wrote that they thought was going to be a hit became a hit, they would probably say, "No, it was the one that I wrote super quick and had no idea."

That's the cold, hard truth.

It's also just like investing age-old advice: don't time the market because you won't be able to.

The way you win is by constantly testing, iterating, and building your intuition.

Don't wait around for absolute certainty. This is why people never do anything with their lives.

Three things I would steal from this week:

I've heard this from multiple people, a lot of celebrities and successful business people. You see, play poker.

I was actually recommended a book on poker theory, which I downloaded to my Kindle, so might have to take a deeper dive.

This is hands down one of the best ads I have ever seen.

That's all I have to say.

If you're trying to build anything of worth, you have probably faced this dilemma.

This video will speak right to your soul.

It's an absolutely must-watch versus any sort of movie, documentary, or Netflix show out there.

Question for you:

Are you marketing to your actual customer, or the customer you wish you had?