Oct 8, 2026 · 22 min · 9 segments
In this episode of The Email Growth Show, I'm sharing why I think the advice to "just be consistent" is missing something REALLY important, how I'm approaching Q4 after a busy September, and the three…
So I am sitting here at the beginning of October in the middle of the school holidays, looking back at everything that happened in September and also thinking to myself like, "Okay, so what do I want Q4 to look like?" And it made me think about one of the most common pieces of business advice that we hear, which is just be consistent.
And I'm starting to think that's actually pretty useless fucking advice on its own because consistency, it's not a strategy, right? Consistent at what? Like you can consistently post on Instagram to the same 20 people.
You can consistently create new products while ignoring the five perfectly good ones that you've already got sitting in your shop.
You can consistently tweak your website, redesign your branding, watch business trainings, sign up for summits and bundles and conferences.
That doesn't mean that those things are actually moving our business forward because consistency isn't the strategy.
And what if you've chosen the wrong thing, right? You can be incredibly consistent and still wonder why the fuck nothing's changing.
That's the bit I think that we don't talk about enough, right? We give ourselves gold stars for showing up, which again, is great.
But every now and then, I think we need to stop looking at whether we did the thing and ask, "What did the thing actually do? Did it bring new people into my world? Did it deepen the relationship with the people already here? Did it create an opportunity for somebody to buy?" Because if it's doing none of those things, I wanna know why I'm spending my limited fucking time actually doing it, gold stars or not [laughs] especially going into Q4 and speeding towards the end of the year.
And again, you might feel the same, but this is probably the biggest thing that I'm feeling right now.
I don't want October to be like, "Okay, new quarter, let's try seven new strategies." Like I don't have the fucking capacity.
So I am sitting here at the beginning of October in the middle of the school holidays, looking back at everything that happened in September and also thinking to myself like, "Okay, so what do I want Q4 to look like?" And it made me think about one of the most common pieces of business advice that we hear, which is just be consistent.
And I'm starting to think that's actually pretty useless fucking advice on its own because consistency, it's not a strategy, right? Consistent at what? Like you can consistently post on Instagram to the same 20 people.
You can consistently create new products while ignoring the five perfectly good ones that you've already got sitting in your shop.
You can consistently tweak your website, redesign your branding, watch business trainings, sign up for summits and bundles and conferences.
That doesn't mean that those things are actually moving our business forward because consistency isn't the strategy.
And what if you've chosen the wrong thing, right? You can be incredibly consistent and still wonder why the fuck nothing's changing.
That's the bit I think that we don't talk about enough, right? We give ourselves gold stars for showing up, which again, is great.
But every now and then, I think we need to stop looking at whether we did the thing and ask, "What did the thing actually do? Did it bring new people into my world? Did it deepen the relationship with the people already here? Did it create an opportunity for somebody to buy?" Because if it's doing none of those things, I wanna know why I'm spending my limited fucking time actually doing it, gold stars or not [laughs] especially going into Q4 and speeding towards the end of the year.
And again, you might feel the same, but this is probably the biggest thing that I'm feeling right now.
I don't want October to be like, "Okay, new quarter, let's try seven new strategies." Like I don't have the fucking capacity.
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