While on vacation with my friend Anthony last summer – the same trip as that “failed tiramisu” – we had another experience that left us baffled, at least for the moment.

We had just arrived in Gran Canaria and had a few hours to enjoy the hotel pool before heading into town for dinner.

Anxious to get some sun, I lathered up sunscreen and began my roast.

Anthony opted to stay under the umbrella, having already been on a beach vacation for a week already by that point.

​

A bit later, while getting ready for dinner, Anthony yelled from the bathroom:

“How the hell did I get sunburned today?”

Really pretty strange, since he barely moved from the shaded chair as we spent the afternoon catching up.

​

It wasn’t until the next day, sitting under an umbrella with my morning coffee, that after just a minute or two, my face and arms felt the sun radiating through the umbrella.

Turns out the umbrella was…fine…for shade, but was no match for a sub-equatorial UV index.

​

Here’s an example where you think you took the adequate precaution or made the logical next move…

…and had every reason to expect a solid outcome…

…but it turns out the core assumption was off.

And you only realize it once the damage is done.

Now, whenever I go to a pool or beach, I’m carefully looking at the quality of the umbrella, not just assuming any umbrella will do.

​

Your clients are setting up umbrellas all along their path through the desert.

Strategic plans.

Multiple lines of business.

Broad marketing channel investments.

These are the tools meant to shield and sustain the business.

​

They think they have it covered.

And on paper, they do.

But strategy that looks right doesn’t always hold up in real conditions.

​

What your clients need is a sharper, more informed layer of perception.

Someone who can see the gap between the plan and the reality.

Someone who can name what’s still unprotected, and help close it.

​

You’re uniquely positioned to do that.

Because you’ve sat in that same chair.

You know how easily the burn sets in.

And now you know well what real cover actually looks like.

​

💡

-Wes

​

P.S. Intellectual Headshots -- crisp visuals of your point of view -- can serve as a teaser for your deeper support.

They help your clients see the burn before it happens.

Want to create yours together?

Two IP Builder spots are still open for June.

​Book a free call to see if it’s the right investment for you this summer.