
Inspiration Can Lead You Astray
Early in my marketing career, I fell into a common trap—trying to replicate the successes of big-name brands at a small, local store.
One of my first "real" marketing jobs was at a small outdoor equipment company. It was an incredible proving ground—I had a lot of freedom, and, not knowing what I “should” or “shouldn’t” do, I was up to try almost anything.
With little marketing experience, I looked to big brands in the industry like Patagonia, MEC, and REI. I studied their award-winning campaigns and wildly successful social posts and tried to mirror what I saw from my chipboard desk squeezed into a back office behind the tills.
The Patagonia Trap
Shockingly, none of it worked.
I couldn't understand it. Patagonia could post a photo of someone climbing with an inspirational quote and get hundreds of thousands of likes. MEC could tease an upcoming sale with a single image and go viral.
I mirrored (*ahem* imitated) tone, content, and imagery…but none of it resonated. We were in the same industry, sharing similar content. So why wasn’t my audience responding?

When Influencer Tips Don't Deliver
I see this same trap with my clients today after they’ve binged on too many marketing influencer reels.
"Should I create an online course? X says they made thousands on their course just this month!"
"I have to show pictures of my dog. X's dog video got over a million views!"
"I’ve been doing the ‘one weird trick’ for weeks, and my numbers aren’t moving! Are these influencers just lying?”
Well, some of them. Maybe. The tough truth is that when you’ve made it your job to create sticky content all day, every day, people sometimes stretch the truth about how “crazy” results actually are. But a lot of these tips are shared in good faith—they’re just a few steps ahead of where you are right now.
The "Two Steps Ahead" Strategy
A great mentor once told me to stop looking to the giants in my field for inspiration. “They’re 20 steps ahead of you,” she said. “Find people who are two.”
The idea is to look to those who are doing things you aspire to but are only a little further ahead. Instead of studying marketing giants, find brands that are just a step or two beyond where you are.
Look for successful brands or organizations of a similar size, and see how they're promoting themselves. Where are they advertising? What kind of content do they share? How do they interact with their audiences?
Look at competitors who are slightly more established. How are they positioning themselves now? How were they doing it a year ago, or when they first started posting? How often do they share? What kinds of touchpoints do they focus on?
In my outdoor store days, I shouldn't have been looking to international, multi-million-dollar companies for a blueprint of how to interact with my customers. Even if we're in the same industry, our history, brand stories, audience sizes, and customer loyalty are in completely different places. People aren't going to respond to us the same way they do to them.
I should have looked for someone just a few steps ahead.
Maybe a store of a similar size but different industry that was successfully executing their marketing on a local scale. Maybe a store in the same industry, but slightly bigger--where were they putting those additional resources?
How are the people who are doing what you do, but just a little better, doing it?
The Real Truth Behind Marketing Success
The truth is, there’s no shortcut to success, no matter what an influencer might say. Those people getting thousands of views or selling high-ticket courses have typically worked for years to build that foundation of audience trust and loyalty.
The way they market themselves now, in their current phase, is built on a foundation you don't have, and mimicking their tactics won't get the same results.
We love an overnight success story. Like how Chappell Roan is “suddenly” everywhere...except the real story is been making music, working on her craft, for more than 10 years.

She's been picked up, dropped, moved to New York, moved home, collaborated. She’s put in years of consistent effort before blowing up.
It’s hard to watch brands in their "established" era succeed with content that barely registers for your own work. Looking at what others are doing is a great way to get ideas, but if you're looking at someone in a completely different phase of their work, chances are the successes aren't going to translate.
The right inspiration for your work, right now
So next time you’re on the hunt for marketing inspiration, remember to look for someone just two steps ahead. Marketing isn’t about shortcuts; it’s about building a foundation for sustainable growth.
Comments