Sourdough

I’ve got no real qualifications to preach about the laws of business, but the longer I do this, the more I’m convinced we’re being sold distractions.

Social media “brand,” endless email cadences, automation obsession…

Is it just me or is LinkedIn now a giant process map where every post ends with “comment ‘I’m a dumb dumb’ to get the Notion doc”?

Here’s what I’ve come to realise. And yeah, it’s obvious

But sometimes the obvious is what you need to hear (again):

The 2-Bob Principles of Business Survival:

If you’re not one of the top 5% — the Loveables, Harveys, or any overcapitalised SaaS darling your only real job is:

Don’t. Go. Bust.

That’s it. Survive long enough, and the game will come to you.

I was reminded of this yesterday when a LegalTech company I’ve been flirting with for 4 years WhatsApp’d: “Rob, we need help — we can’t find an AE.”

It always comes round.

Meet people in real life.

Not enough of us do this.

DealTechno sucks at expanding internally with existing clients. You probably do too.

One of our first ever clients just introduced us to their Head of Sales in the US… 5 years after we started working with them in the UK. That’s on us.

I’ve spent over $15k recently on automation tools, AI training, Clay, and all the bells and whistles.

And I’m not sure any of it mattered.

So we’re changing tack,we’re going to get out there and meet more people in the real world.

Here’s the simple breakdown:

 • Define your ICP — the smallest, most focused version of it.

 • Figure out who the actual decision makers are.

 • Buy them a plate of poached eggs and have a real conversation.

Trust me — fewer people are doing this than you think.

I’m also running a dumb LinkedIn experiment.

You could write the Casino script word for word (best film ever, don’t @ me),

but unless there’s a blurry selfie of you holding a coffee and staring into the sun  no one cares.

So here’s your call to action:

Buy the sourdough. Take the selfie. Meet the humans.

Currently writing this from the south of Spain — but from next week, I’ll be sharing a short roundup of the best content I’ve read (not just LegalTech) that you might actually find useful.

Much love,