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Hey everybody,
I read an article recently in the Wall Street Journal about how Meta is getting totally overwhelmed by scams. (It’s here, if you’re interested.)
Didn’t everybody know that already? I thought.
They didn’t before. They do now.
So today’s topic: the shelf life of insights.
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By the way: I’m holding a free lecture next Thursday on what actually works for hiring offshore developers. If your business has dev needs, or you’re interested in hiring overseas for any position, I guarantee you’ll learn something useful.
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About a year ago, I clicked on an Instagram ad from what I thought was one of my favorite brands for cycling gear, showing a 90% off deal on stuff I would love.
So I clicked it, the website looked legit enough, and I put in my credit card.
Declined. Try another credit card.
So I put in a second card. Declined.
And look, I have a freaking computer science degree. I’ve worked in tech for like 30 years. I should not be getting scammed by stuff like this. But it happens to the best of us.
So of course I spend the next half hour cancelling my credit cards and getting new ones and it sucks.
But I learned the hard way: don’t trust Meta ads.
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Fast forward to this week over a year later, the WSJ writes about scammy ads on Meta.
And the shelf life of my insight just ran out.
Because information like that is only useful when a few people (or only you) know them.
A year ago, I could have launched a plugin or product to help people avoid Meta ad scams. Today, it’s too late. The opportunity window closed when the knowledge became common.
We often miss this as entrepreneurs: it’s not just what you know. It’s when you know it.
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My friend Chris Bakke sold his last two companies (including one to Elon Musk) and is looking for his next idea right now.
You know what he’s not doing?
Reading the WSJ. Watching TV. Scrolling through trending topics.
Instead, he’s putting himself on an information diet, looking for unique insights, personal stories, weird little pieces of data.
Basically, he’s looking for secrets.
And that’s what you have to do if you’re looking for an idea to pursue.
Go out and talk to people. Find out what only a few people know. Get nerdy about things and go deeper than everybody else. Focus on things that feel like personal discoveries. Or better yet, painful moments you’ve experienced firsthand.
There’s nothing wrong with “tried and true businesses” — lots of people do great at them.
But if your spark comes from finding that special angle nobody’s tapped before, then don’t bother looking where everybody else looks.
Let’s be real, though: breaking new ground isn’t for everyone.
Some people would rather scale up an already proven model than go from 0 to 1.
If you’ve got a brain for systems, a knack for building teams, or just want to grow your investment without starting from zero… franchising might be your play.
If that’s you, join me June 12th for a free session with franchise expert Connor Groce.
We’re breaking down the best-performing models of the year — and what it really takes to step into the owner’s seat.
3 things from this week
Appetizer: How did Harley Davidson become a punchline? Your man is on the scene in Vegas bringing you this hard-hitting report.
Main: Owning a brewpub seems to be more about the lifestyle than the profits. So why is this one trying to sell for $2.4M? We break down a deal on Acquisitions Anonymous where the numbers just don’t add up.
Dessert: Some of my best stuff goes unrecognized. And yes, I liked my own tweet. Take pride in your work.
Have a great week!
Michael
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