Get good at boring.

It was the delicious Mark Manson, New York Times best-seller, who said ‘get good at boring’.

The older I get, the more my knees hurt in the morning and the bigger my hangovers on 2 glasses of wine.

But putting my vino-habits to one side. I've realised making a success out of anything at all, has got nothing to do with tricks, tips or hacks.?

Yep, Gen Zeee, bite me.

Growing an Underdog brand has got nothing to do with a secret nobody knows about. It’s not about mastering some unfathomable piece of tech. Or hacking your way to being a gazillionaire.

Instead, it's about consistently doing the boring.?

The mundane stuff everyone knows about, but is too unfocused or undisciplined to do.

Yep, showing up, putting in the graft. Day in, day out, week in, week out.

It’s not sexy, it’s not glamorous. Instead, it’s a flywheel... taking flipping ages and loads of grunt to get moving. But it builds momentum with every turn.

I know you’d prefer ‘my fail-proof 3 step hack to becoming a gazillionaire’. But they have absolutely no value.

What does it mean for Underdogs?

If you're a retailer, how about you clean your toilets. Or if you're a Saas platform, how about you provide a call-centre rather than an AI chatbot. Or, if you're an FMCG brand stop using a do-not-reply email address.

Focussing on the small stuff sounds boring. But boring is where I've seen Underdogs thrive by out-thinking the biggest brand in the category.

So pour yourself a glass of vino, and become a bore.

Underdog brands, need Underdog thinking.

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