This Is Bullsh*T (The Good Kind). Finding The Smallest Marketing Step:

Revisiting my story about being on an airplane in Iceland got me thinking about that trip.

Like most journeys, there was no shortage of meaningful metaphors along the way, especially as we trekked for days across a Tolkein-esque landscape of still-steaming volcanic lava-mountains and ominous bubbling pools. Everything screamed “Epic Adventure”.

My highly-introverted travel buddy camped alone outside each night, while I stayed in the community huts that dot the Laugavegur Trail.

The huts housed an interesting mix of friend-groups, solo-hikers, and families from all over the world, though few were interacting with one another that first night of the trek. It felt a little awkward.

I recalled that I'd thrown a deck of cards into my backpack at the last minute (despite never remembering how to play anything).

As I sat at the long table with others, silently eating our dinners, I shyly asked, “Um, does anyone know any card games?”

A couple of teenagers taught me how to play “Egyptian Rat Screw," and as others saw us laughing, they joined in.

We started introducing ourselves, chatting during the game, getting to know each other, and gradually welcoming more people to join in.

A major turning point in the trip came when someone asked:

“Do you know how to play ‘Bullshit’?”

I had no idea what was coming.

With this one game, the rest of the week's evenings turned into a series of hilarious, raucous gatherings.

Our little mini-United-Nations of backpackers from Spain, Germany, Quebec, Great Britain, Sweden, etc. stayed up ‘til the wee hours exchanging cards, bluffing badly, yelling “BULLSHIT!” at each other (or “Boolsheet!”, “Bollshet”, etc., if you account for accents), and laughing ’till it hurt.

(My friend even overcame his shyness as he heard the laughter emanating from the hut, and joined us for the ongoing Tournament-of-Bullshit. He became one of the favorites of the group).

I never thought one little deck of cards would turn into an extended Bullshit-a-thon, much less that that would also lead to great conversations along the trail with new friends, story-swapping by the glacier-fed creeks, and sharing snacks with one another when we were weary.

To create community, there was no need for an organized program of activities, a detailed plan, or a slick approach.

It just took finding the one smallest step (pulling out the deck of cards) that would help make it easier for us to connect with one another.

Evenings in Iceland: the summer sun is up until late.

Many solopreneurs feel overwhelmed by the concept of Marketing. There's so much to do, and it can feel daunting (especially if you're a bit shy like my travel buddy).

But the thing is, all you're trying to do is make it a little bit easier for the people who need you to find you and connect with you.

The rest can be a conversation that builds from there. You never know what it'll turn into.

What's the one smallest step that would make it easier for your ideal clients to find you and make the connection today? What's your metaphorical deck of cards?

Still think Marketing has to be hard or complicated?

I call Bullshit ;)