We’ve all heard the advice: “Just do it!” In a world where starting a business, a podcast, or a new marketing channel has never been easier, that advice seems to make perfect sense. But what if it’s dangerously incomplete? In this Solo Sunday episode, Brian shares a story from a recent entrepreneur meetup that completely reframes our understanding of action versus strategy. He uses the powerful analogy of an iceberg to reveal why focusing only on what’s visible—the easy-to-start tactics—is the fastest path to stagnation and failure. If you've ever felt like you're doing all the right things but not getting results, this episode will show you the 90% you've been missing.
✨ Why This Matters for You
Understanding this concept is the difference between being busy and being successful:
It stops you from wasting time and money on surface-level tactics that don't have a strategic foundation.
It shifts your mindset from "I tried that and it didn't work" to "What's the hidden strategy that makes this work for others?"
It protects you from the illusion that because something is easy to start (like a podcast or a social media account), it will be easy to succeed with.
It empowers you to build sustainable systems for growth instead of just chasing the next shiny object.
📝 Key Takeaways
Low Barrier ≠ Easy Success. Brian makes a crucial distinction: "The barrier to entry being low is not the same as the path to success being easy." Technology has made starting easier, but the competition has made succeeding much harder.
The Iceberg Analogy. What you see on the surface (the microphone, the ad creative, the social media post) is only 10% of the equation. The other 90%—the strategy, systems, audience understanding, and business model integration—is hidden below the surface and determines success.
"Just Doing It" Isn't Enough. Simply launching a podcast, running an ad, or posting online without a deep strategic plan is why most initiatives fail. As Brian notes, 50% of podcasts never even make it to episode 25.
Study the 90%. Instead of just copying what successful people do, commit to analyzing the unseen strategy. Ask questions like: Who is this for? How does it connect to their business? What’s the entire customer journey?
Strategy Creates Sustainability. The reason most people quit is that they focus on the easy 10% and burn out when it doesn't produce results. The entrepreneurs who last are the ones who build the intentional 90% that drives real, long-term growth.
🚀 Put It Into Action
This week, conduct an "Iceberg Audit" on one part of your business:
Pick one initiative you're working on or considering (e.g., TikTok, email marketing, a new offer).
First, list the "10% above the surface" actions—the obvious, easy-to-see tactics.
Then, force yourself to brainstorm the "90% below the surface." What are the hidden strategic elements you need to figure out? This could be your customer conversion pathway, your content distribution system, or how this initiative actually generates profit. Don't act on the 10% until you have a plan for the 90%.
🔗 Stay Connected
Subscribe to the show so you never miss an episode
Connect with me on Instagram @imetbrian
Share this episode with a fellow entrepreneur who needs to stop just "doing it" and start thinking strategically.
Ireland