You’re probably not stuck because your strategy is bad.

You’re stuck because your business is too predictable.

Somewhere between “scaling” and “optimizing,” you started playing not to lose.

Your emails? A/B tested until they sound like everyone else’s.

Your product? Built to check boxes, not raise eyebrows.

Your brand? Just another background character in the feed.

The algorithm loves predictable.

Humans don’t.

Think about it.

When’s the last time you bought from or raved about a company because they followed best practices?

You didn’t.

You remembered the one that surprised you.

The one that broke pattern.

The one that said or did the thing no one else would.

Because if your customer can predict your next move, you’re already losing them.

So stop obsessing over what will “work.”

Start asking:

➡ What would make your audience feel something?

➡ What would make them stop scrolling, start talking, or hit buy?

➡ What would make even your competitors think: “Damn. I wish we’d done that”?

Stop optimizing. Start surprising.

Let the algorithm chase you.

And build for the human.

Best,
—Peter

💭💭💭

👉 What’s one small move this week that would surprise your customers — in the best way possible?