These 7 one-liners shifted how I run my business
By Jim Thompson / BrightTrail.biz
The best marketing advice I’ve received didn’t come from marketing experts.
It came from people keenly attuned to human behavior -- a filmmaker, a ghost hunter, an MLB pitcher, a musician, a novelist, a lawyer and a social media analyst.
I pulled my seven favorite pieces of advice from guests on my podcast The Great Unfamous, because over the last three years, these anecdotes gave me more to think about than any business book -- because they weren’t business advice, they were people advice.
Let’s unpack them together -- one of these could be the most valuable story you hear this year. (and if you want the full story, hit the podcast link)
1. Break Up With Your Terrible Boyfriend
Sarah Teti, Community Leader / Musician
“I said, ‘I think I’m gonna do this.’ And [my boyfriend] said, ‘That’s so stupid.That’s so dumb.’ So I promptly broke up with him and joined NJPIRG. It was the best decision of my life.” Sarah Teti 🎧 Listen here
Marketing Translation:
If they’re not a fit, they gotta go.
Sometimes the biggest drag on your brand isn’t your message — it’s who you’re trying to impress. Not every audience is your audience. Not every critic deserves a seat at the table. Not every colleague is the right match.
Surround yourself with believers both inside and outside your company. Your marketing should speak to those ready to hear it and come from people who believe 100% in the message.
2. Don’t Hand Over the Keys to Your Happiness
Cory Gearrin, Ex-MLB Pitcher / Politician
Cory described being sent down to the minors after just 48 hours in the major leagues.
“I’m not quitting, but what just happened I’m not ever going to do again. I put my ability to be happy, feel content, feel successful in someone else’s hands.” Cory Gearrin 🎧 Listen here
Marketing Translation:
Measuring success is more than just profit and loss, wins and losses. It also needs to honor your why -- as in why are you in this business in the first place?
If that answer is missing or lacks a connection to something you are personally attached to, you're unlikely to put in the effort a rosy P&L requires.
3. Treat Ghosts with Respect
Brian Bloxsom, Ghost Tour Guide / Educator
“Provoking [spirits] is a technique that gets a lot of results, but I don’t believe in it. It’s not poking the bear, but it’s being disrespectful to people -- and I believe spirits are people.” Bloxsom Brian 🎧 Listen here
Marketing Translation:
Manipulating your audience for clicks, signups or sales is a race to the bottom. Don’t bait them with panic, shame, guilt or fear. If you believe in your customer, one with fears, dreams, dignity, then your marketing should feel like an invitation of honest help, not a trick.
Trust is built by treating the curious with the respect they deserve.
4. Reputation! What Reputation?
Khoa Le, Filmmaker / Studio Owner
“Everyone’s in my ear saying this (feature film) is gonna wreck your reputation. And I’m like, what reputation? I haven’t made a feature yet.” Khoa Le 🎧 Listen here
Marketing Translation:
You don’t get a reputation by waiting. You get a reputation by doing.
Too many businesses hesitate to share, ship, or speak -- worried it might not be perfect. But the only way to earn trust and visibility is to show up and do the thing. Builders listen to honest, expert feedback, but ignore the noise.
The only way to know for sure is to try and let your audience decide. There’s value in that answer, win or lose.
5. Ask Someone Why You’re Great
Ashley Herd, Founder of Manager Method
“Ask someone, ‘What do you think my gifts are?’” Ashley Herd
Ashley said the best way to understand what you’re good at is to ask someone who knows you well. It’s feedback you’re unlikely to get without requesting it. 🎧 Listen here
Marketing Translation: Your brand is what others say about you when you’re not in the room. Ask your best clients why they hired you. What did they value? What made you different? Their language is your best marketing copy.
You don’t need to invent your brand voice. You need to discover it.
6. The Secret to Publishing 20 Books
Mark Williams, Author / Educator
“I never once cared about the 99 who said no. I only cared about the one who said yes.” Mark D. Williams 🎧 Listen here
Marketing Translation:
You don’t need everyone. You need someone.
That one subscriber who shares your newsletter. That one client who refers five more. That one opportunity that shifts the trajectory of your business.
Great marketing isn’t about mass approval -- it’s about having a clear picture of who you help.
7. 1-Year-Olds Don’t Like Socks
Tania Yuki, Entrepreneur & Investor
“Letting go of the idea I can control what anyone else does. When you have a 1-year-old … Oh, you want him to wear socks but it’s not happening even though I’m completely in the right.” Tania Yuki 🎧 Listen here
Marketing Translation:
What socks have your clients been kicking off over and over again? Maybe they don’t fit because you’re not listening to what they’re telling you.
Your solution may be better, faster, and cheaper -- but if it doesn’t solve a problem they acknowledge having -- you’re offering to unlock a door they don’t see, or aren’t ready to open.
Closing Thought:
Each of these guests shared something personal that made a difference in their life. And I find every one of them to be a source of clarity, courage, and compassion. That’s the kind of business I want to build. That’s the kind of marketer I want to be and help others become.
If one of these struck a nerve — let me know which one. I’d love to hear your story.
And if you need a little professional help growing your customer base or building your personal media brand, let's talk. Just reserve a 30-minute chat. I promise it's a free, no-judgment-zone experience.
Pathfinder is written by Bright Trail founder Jim Thompson who's grown digital audiences for some of America's top media brands including Fox Interactive, Billboard, Hollywood Reporter, Modern Luxury and Gary Vaynerchuk's personal brand.
