That's the third one. The third run of this thing where we all get together and cut the noise. It works because we don't try to fix everything. We just pick one bad idea and kill it in public. Today it was the "content repurposing as a strategy" nonsense that's been floating around.
The room was half the size of the first one. That's fine. The people who show up now are the ones who actually want to do something. There was a bloke from a fintech startup who said his team spends 40 hours a week turning blog posts into LinkedIn threads. Forty hours. On that. I asked him what they got back. Crickets. He was nodding before he finished the sentence.
We spent the first hour just naming the bad ideas people were carrying around. Email automation as a relationship builder. SEO as a moat. The "personal brand" as a career insurance policy. Each one got a minute of air then we moved on. No slides. No decks. Just a room full of people realising they've been running on other people's scripts.
The last twenty minutes was the best bit. Someone asked what they should do on Monday instead. Not a strategic plan. Not a framework. Just Monday morning. The answers were boring and specific. Delete the drip campaign. Unsubscribe from three newsletters. Write one email to one customer. That's the whole game.
I walked out thinking the same thing I thought after the first one. Most of the work we call "marketing" is just fear dressed up as process. Clickbust works because it lets you name the fear, laugh at it, and then go home.Paul