Behind-the-scenes advice for busy solo professionals courtesy of Michael Katz, Blue Penguin Development

made a cup of coffee.

Well, sort of.

I set the entire thing up in my one-cup coffee maker, pushed the start button, and left the room.

I came back two minutes later to see the coffee running onto the floor. I had neglected to put a cup beneath.

In this case, doing 90% of the job has no value. Either you make a cup of coffee or you don’t.

Your marketing doesn’t work like that. It’s not an all or nothing thing; it’s a bunch of little things.

Stop waiting for the perfect tactic (it doesn’t exist). Just keep trying things; few of them will be exactly right.

Enjoy your coffee.