I met up with an old colleague a while back who'd recently launched an online training program. We'd spoken about it about 6 months earlier and I'd given him some options and ideas.

6 months later it was live.

Not that it had been easy. It has been a ton of work. He told me he almost cried when he finally launched it, and again when he got his first sale.

Later that evening we went out and met up with a whole load of other ex colleagues for a reunion event. All doing well. But in truth, all really doing the same thing they were doing 10 or 20 years ago when we worked with them.

Many were intrigued by the different business model we'd adopted. But for most it just all seemed like too much work. Why create content, do video or podcasts, write a book, when you can do OK just farming your exsiting contact network?

One guy had even been offered a multi-thousand pound advance to write a book but he turned it down because he could earn the same amount with just a few days consulting.

These were great people, don't get me wrong. But if I had to take bets about who, in 10 years time, would have a thriving business rather than still ticking over doing the same old same old, it would be my friend who launched the product.

He had the courage to do something different. And the discipline and strength to stick at it throughout all the hard work of making it happen.

I think most markets are a bit like this.

The majority of suppliers are content to just keep plugging away doing the same things that worked OK for them in the past. Unwilling to put in the effort and make the sacrifices to get a big change.

Which means that if you are prepared to put in the work to learn and do something different, you have a huge advantage.

Maybe the marketing approaches I teach in Momentum Club are your “something different” that will make a big difference to your success.

Or maybe it's something else.

Either way, it really is your choice. You can stand out and do something different. Or keep doing the same old same old and hoping for better results.