Duct tape and dreams

A few months ago, one of our clients was stuck in what we like to call “the endless revision, project-time-suck death-spiral.”

[ A bit long, I know. Working on something punchier. 😂 ]

We wrote his new home page copy three times. Changed the CTA button from green to blue to orange … and then back to green again. He spent a week mulling over font pairings on his own.

Every draft was relegated to the concept graveyard.

And every decision NOT to go live was justified with, “We’re almost there. Just need to change this one thing to make it feel right.”

***

Sound familiar?

Our client is definitely not lazy. He’s a high-performer. A planner. Someone who cares deeply about his business and getting things right.

But perfectionism wears a fantastic disguise.

It feels productive — like research, thoughtfulness, or refinement. But underneath, it’s just fear dressed up for prom.

And when we finally convinced him to run with the new site, something shifted.

Real people started visiting. Some commented with helpful criticism. A few asked questions we hadn’t considered. Several bounced all-together.

Ouch? … Yes.

Helpful? … Also, YES.

Within 48 hours, he had more constructive insight than two months of tweaking.

***

So we reworded the headline using real client feedback. Adjusted the page flow and added more social proof.

And in two weeks, conversions doubled. Not because we “thought” our way to clarity — but because action showed us what really worked.

It’s a scary thought, but in 2025 strategic breakthroughs happen in the wild. Yes, with a LIVE [ often slightly imperfect ] website. 😳 Gasp!

So here’s 3 quick tips to drag yourself out of the perfectionist spiral:

• Time-box it. Give yourself 30 minutes to finalize and hit “publish.” No more, no less. Constraints breed commitment.

• Set it loose. Share the concept with a trusted friend or small group. Even one piece of outside feedback can free you from your internal echo-chamber.

• Embrace an “MVP” mindset. Minimum Viable Product. And remind yourself: this isn’t permanent, it’s progress. You can’t improve what hasn’t been tested.

And if you're still anxious, remember this: NASA launched a frickin rocket with little more than duct tape and dreams.

So, yes, you can publish that website. No, it won’t kill you or destroy your business.

Go now. Iterate later. The only wrong move is not making one. 🚀

Victory Points

By: Mike Shary
( my board-game-loving, copywriter extraordinaire and mentor, Dad ❤️ )

Staring at a blank hexagonal grid can be intimidating. Just ask any player of Planet Unknown.

In this tile-laying, planet-terraforming game, you and up to 5 friends are rival corporations trying to turn barren worlds into thriving ecosystems.

Each turn, you draft a tile from the shared “Lazy Susan”, then carefully plop it onto your personal planet. You’re trying to balance growth, resources, and synergy across a dozen different tracks.
 

 
Sounds like a lot to figure out before you make a move, right?

Here’s the catch: if you wait for perfect placement, the opportunity will pass you by.

Each turn, as the lead player, you turn the Lazy Susan so the tile you want is in front of you. Now everyone else must choose from the 2 tiles that have now arrived in front of them. All players at the same time. 

You can’t plan three turns ahead with precision because you never know exactly what’s coming. So you make your best choice in the moment and keep going.

The beauty of Planet Unknown is how clarity emerges after you start placing tiles.

A piece that looks like a misfit at first might later create an unexpected chain reaction. The best strategies often come not from static plans, but from seeing how the planet evolves as you act.

Business is no different. Many leaders get stuck waiting for a clear path. But clarity rarely precedes action. It follows it. You build your strategy one tile at a time, and only by making moves do you learn what works — and what doesn’t.

So if you’re looking for a clearly great time, play Planet Unknown. You’ll find that even in the vastness of space, the best way to see your path forward is to start laying it down.

If you’re ready, here’s a few ways we can work together:

Free Brainstorming Session
Stop overthinking and start executing. In this bite-sized strategy session, we'll identify your biggest growth opportunities and ways to implement them immediately.

One-on-One Deep Dive
Ready for real transformation? Let's spend 60 minutes mapping out your business evolution. We'll tackle your biggest marketing challenges and create a customized, actionable roadmap for growth. Ideal for entrepreneurs who are done waiting on "perfect."