Today, we’re talking about the one variable that matters more than your offer, your positioning, your content strategy, or anything else you could optimize:
How much you actually give a sh*t.
This sounds obvious. And yet when we look across all of our clients and peers in this space, the pattern is unmistakable. The ones who are happiest, most successful, and complain the least about their situation give more f*cks, full stop.
So in today’s episode, we dig into what that actually looks like in practice. More specifically, we see it show up (or not…) in three ways:
First, the thrill of the hunt.
If you despise going out and getting business, you’re going to have a really hard time. You will have months where business comes to you, and then months where it won’t. The ones who do well are the ones who don’t just wait around hoping for the first kind.
Second, caring about outcomes.
Not “shareholder value” kind of caring. We’re not asking you to wake up every morning fired up about B2B marketing or sales (lol). But if you genuinely don’t care what happens to your clients, it will show. And honestly, you’ll be no better of a coach or consultant than AI at that point, because AI is also pretty agreeable and doesn’t push anyone to do hard things.
Third, what happens when something that used to be easy gets hard.
We’ve watched a lot of people get really down on themselves because LinkedIn reach isn’t what it was in 2018, or because year two is harder than year one. Some people buckle up. Others spiral. The buckle-up crowd tends to make more money.
We also get into the AI outreach thing, specifically why using robots to start human conversations is a move born from what one very honest person described as “laziness and greed.” And why, if you’re in the services business, that shortcut will almost always cost you more than it saves.
Cheers,
Nick and Erica
(00:00) Intro
(04:58) Why caring more drives business success
(07:01) Brian Diggs example of passion in business
(10:44) Three factors that impact solopreneur success
(15:38) Reality of consistently generating new clients
(17:32) LinkedIn metrics versus real revenue impact
(22:18) Why client outcomes matter more than tasks
(26:00) Reframing your work to stay motivated
(27:57) Selling without complex systems or assets
(30:20) Caring deeply as a competitive advantage
(32:28) Outsourcing work you no longer enjoy
(35:30) Structured sales makes solopreneur selling easier
(41:26) Rejection and failure as part of growth
(51:18) Final takeaway on caring and business success
Ready to standardize your offer and scale your consulting services to $50k+ months? Apply to work with us here: https://duoconsulting.co/
