On a recent episode of Shark Tank, one of the featured businesses was Happy Birdwatcher — a direct-to-consumer bespoke birdseed company.

Yes, you read that right.

Bespoke birdseed.

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Before we start groaning about late-stage capitalism, turns out the founder, Susan Vandergriff, had a surprisingly compelling big idea.

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Most of us treat birdseed like a commodity...

Buy a bag. Dump it in the feeder. Birds show up.

Simple.

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But Susan claims that by adjusting the seed mix, you can attract specific birds.

Even better, her company uses birdwatching data based on your zip code to tailor blends to local species’ diets.

Who knew?

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I’ll let you find out if she got funded, but the concept stuck with me.

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Because as solo consultants, we’re all putting out some form of birdseed.

Emails, podcasts, LinkedIn posts, case studies, books…

And a lot of it? Generic.

Low quality. Full of filler. Indistinguishable from the next bird-feeder over.

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It might attract a crowd — but most of those birds won’t come back.

They’re just here for the free samples.

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But what if you put out bespoke birdseed?

What if you tailored your content (the flavor, the format, the timing) to attract exactly the species you want?

The kind of clients who not only land, but linger.

Who return again and again, because they know:

You’ve got what they like. And only you do.

Eventually, that trust leads to something more than just birdseed.

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So look up.

Your birds are out there.

Choose which ones you want to feed.

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(And don’t miss Shark Tank, Friday nights on ABC 🙃)

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💡

-Wes

P.S. Last call to complete the Lightbulb reader survey - tell me what birdseed you like!

It takes ~1 minute, and you can submit it anonymously. 🙏