Growth is Messy (and how to handle it) [VIDEO]

A quick guide to surviving the messy process of building an inbound insurance lead machine.

Nov 27, 2022

“Perfect is the enemy of good; shipped is better than perfect.” ~ Seth Godin

Growth is Messy

Growth is messy, and when it comes to building an inbound insurance sales engine, that messiness can cause many to question their effort, slow down or even quit.

Today we break down the mental model I’ve used for over a decade to overcome “The Resistance,” which inevitably accompanies content marketing work.

For those of unfamiliar with the concept of mental models, here is my favorite definition via Share Parrish of Farnam Street:

“Mental models are how we understand the world. Not only do they shape what we think and how we understand but they shape the connections and opportunities that we see. Mental models are how we simplify complexity, why we consider some things more relevant than others, and how we reason.”

The journey to developing a consistent flow of inbound insurance leads will be bumpy. Let’s get started…

The Dip

The Dip: A Little Book That Teaches You When to Quit (and When to Stick)

“Every new project (or job, or hobby, or company) starts out fun…then gets really hard, and not much fun at all. You might be in a Dip—a temporary setback that will get better if you keep pushing. But maybe it’s really a Cul-de-Sac—a total dead end. What really sets superstars apart is the ability to tell the two apart.”

The Messy Middle

The Messy Middle: Finding Your Way Through the Hardest and Most Crucial Part of Any Bold Venture

“Creating something from nothing is an unpredictable journey. The first mile births a new idea into existence, and the final mile is all about letting go. We love talking about starts and finishes, even though the middle stretch is the most important and often the most ignored and misunderstood.”

Finding Peak is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

Content Marketing Resources

  • Content Warfare: How to find your audience, tell your story and win the battle for attention online

  • They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer

Finding Peak
Hub & Spoke Insurance Content Strategy
Watch now (17 min) | In episode 003 of Finding Peak, we break down the Hub & Spoke Content Strategy I’ve used to generate consistent, targeted traffic for over a decade in every niche insurance has to offer.Finding Peak is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber…
Read more

Yours in insurance,


Here are three ways to get more content right now:

  1. Check out the Finding Peak archives.

  2. Subscribe to my podcast.

  3. Connect on LinkedIn.