Success Advice
Can Organic Marketing on Facebook Be Effective in 2022?
As another cat video is served to me in my Reels on Facebook, I am beginning to wonder if this platform can still serve to attract clients to my coaching business. And as the wondering turns into worrying, I feel a pressing need to make some vital changes to what worked for my solopreneur business for half a decade.
In this article, I invite you to join me as I share my personal insights and contemplate possible adjustments and embrace change – especially if you have been relying on organic marketing and your personal brand to find clients on Facebook.
My story
In 2017 I started using my Facebook profile very actively, raising awareness around my new business direction as a coach and trainer for online visibility. I’d gathered an extensive experience over the years helping small businesses, solopreneurs, and various projects. Using social media marketing and networking, I helped them build the visibility they required to boost their businesses or achieve other goals (like winning a public vote contest for a national award.) I was ready to “take over the world” and was looking for a platform where I could get the most visibility to reach more people in my audience.
And although I was not the “first to the party,” I was still enjoying the benefits of surfing the wave of a Facebook algorithm for extended reach. Over the next couple of years, I became an expert on Facebook profile marketing (using a personal profile for social networking and social selling rather than a business page). As Facebook was running out of advertising space to sell, pages’ organic reach suffered tremendously, and I found using a personal profile in a very authentic way and without bending any policies and terms and conditions actually worked perfectly, specifically for coaches, experts, and trainers.
In 2018 Facebook announced that they were focusing even more on building personal connections and private communities.
However, in recent months, things have been changing dramatically. With the rise of TikTok and an entirely different approach to content consumption, Facebook’s (currently Meta’s) focus has shifted completely from facilitating personal connections (the original reason for creating the platform) to copying TikTok’s approach – and becoming more of a content discovery platform.
My initial reaction to this shift was quite dramatic. I felt that I had just wasted years of my life and career mastering a strategy that seemed no longer effective. Instead of helping me build relationships with other Facebook users to whom I am connected on my profile, I now see more and more random people and pages in my Newsfeed.
What the new direction means for solopreneurs
With the latest announcement about the introduction and moving personal interests and connections’ content to the secondary Newsfeed, the hope of being visible to strategic connections I have been building is becoming nonexistent.
Something needs to change in how I approach profile marketing, and it needs to be done in a way that boosts my visibility and client attraction, not adding to the struggle of running a business. This is the big question for anyone who has been using their profile (or their page) to attract clients on Facebook.
But let us pause for a moment and look at the good stuff these new changes are bringing. To start with, there will be more exposure for content creators to complete strangers -a cold audience.
I am hoping that there is still some sort of relevancy element in the way the algorithm operates in order to serve us brand new content. If that continues to be the case, and my content is relevant to what my ideal clients are seeking, the more new people whose interests match that topic I am likely to be exposed to. And that is great news!
The challenge here is to create the type of content that stands way above the rest, and that can be a problem. More and more of the videos I am served in the reels are of a very low value, although maybe highly entertaining (thus taking up my time and energy without any business-related benefit for the creator) – like puppy videos or pranks. But if you are a business owner and you want to address some pain points that you help remove or just generally offer slightly more “serious” content – it just gets scrolled by. I admit I have been skipping any of the “expert videos” in my reels lately.
We suddenly complete with cat videos even more. (Have you stayed watching through the credits of Matrix 4 to get to the after-scene? It really nailed it for me. It explained why the movie simply couldn’t be equivalent to the one made in 1999, and it added more depth to the message, which I believe most people who watched this brilliant ending to the story are missing. The world has changed.)
I think that Facebook’s shift is reflecting that change. We are becoming less about deeper connections and more about numbing our minds and emotional pains. Getting “digitally distracted.” Personally, as someone advocating for Facebook as a great social networking platform for years, I feel deeply disappointed.
At the same time, I am one of those people who take the U-turn when required without dwelling too long about getting to the dead end. And this will not be the first time everything needs to shift and pivot in order to find the life of flexibility and freedom that I set out to have when I embarked on the journey of entrepreneurship in the first place.
Should we just move to LinkedIn?
My plan to manage this change does not include “leaving Facebook to move to LinkedIn” – a statement I am hearing more often these days. This is not a smart move in the first place, as these are not interchangeable platforms. They are very different in terms of the demographics that they target and the certain unspoken rules of what content works best.
I do not feel that LinkedIn is a great platform for targeting non-professionals or solopreneurs. They might have an account on LinkedIn, but in my experience, they are rarely active there at all. As a marketer, I understand that the key to choosing the platform to put your efforts into is always determined by “where your ideal clients hang out” – not necessarily what platform is more convenient or familiar for you personally to use or where you assume a good place could be.
Time is a precious commodity these days, and we should put our creative juices into areas that actually have the potential to bring some ROI, both financially and energetically.
The next step
And for any coach or an expert, I suggest focusing more on the opportunities that the new direction offers versus getting too bogged down about the need to change. The success (and the money) is in embracing flexibility, not resisting it.
My prediction and my focus will include much more discoverability with value-based content that may no longer find as much visibility if I keep it all on Facebook exclusively. I used to write a lot of long-form insights and contemplations, helping my audience with some mindset and practical advice inside the platform. It used to be the center stage where I drove all my traffic to.
From now on, my focus is shifting to delivering this in-depth content by email to my list with a link to my blog – if the word count is slightly too long for an email – or directly into my podcast or YouTube channel for audio/visual experience.
I will focus on creating the most interesting but short-form explainer video content for my Facebook profile (probably using Reels and Stories even more) with a view to attracting complete strangers with a highly optimized title, caption, and relevant topics. These short videos can then link to a longer form piece of content to allow the initial excitement of delivery to trigger the desire to binge on more value pieces I have already created.
Content optimization for search engines, headlines, and titles will now become the KEY to grabbing the attention and stopping the scroll. And no, we do not have to dance around pointing at stuff or mime to external audio tracks to create entertaining content. But in order to stop the scroll, it has to speak directly to what your ideal client is going through (good or bad, desires and pain points).
This means nailing your messaging and really mastering it is becoming even more important, as the doors are slamming shut on mediocre “expert” content. Does it feel like pressure? YES! But it is healthy for us to employ our creativity and self-expression. It is good for us to feel pressure to find our own authentic and MAGNETIC voices. To stand out for all the RIGHT REASONS.
Facebook is changing, and it is a change coaches, experts, and trainers need to really prioritize showing up and standing out. And changing is never easy. But where there is a will, there is always a way to find something perhaps even better. We can draw motivation from this increased demand for producing much higher quality content, as well as exploring a more holistic way of attracting clients and becoming more discoverable beyond the walls of one platform.
I, for once, see the opportunity to reduce the “busyness” that being visible required by Facebook profile marketing – the constant posting and creating discussions. (Hustling like that is not always natural, and this is why I love Human Design – my go-to tool for aligning the marketing strategies with our personal energetics.)
Perhaps the new direction will help us let go of things that no longer serve us and embrace a new, more enjoyable, and empowering way to attract clients online! At the end of the day, our businesses are here to bring more flexibility and freedom to our lives – so why not focus on creating that flexibility in our marketing now and turn what may feel like a disaster into an opportunity.
Success Advice
The Success Trap of Waiting Until Something Feels Wrong
After enough years in medicine, you start to notice a pattern that has nothing to do with biology and everything to do with psychology. The most driven, capable people in the room are often the last ones to deal with a problem.
Not because they are careless. Usually it’s the opposite. They have built successful lives by pushing through discomfort, solving problems, and staying in motion when other people stop.
I still think about one patient from time to time, although the truth is I’ve seen versions of her story more times than I could count. She was building a company, or maybe it was her career, I don’t remember anymore, and she’d been ignoring a symptom for months. She knew it wasn’t normal. She’d caught it early, but there was always a reason to put it off. A launch, a deadline, an important meeting she couldn’t miss. In her mind, stopping even for a day felt like falling behind.
By the time she finally came in, the problem had grown into something much harder to treat than it needed to be. I never thought of her as careless, and I don’t think denial is the right word either. She was doing what had always worked for her: keep pushing, don’t get distracted by small problems, and deal with them later.
That habit that serves you so well at work doesn’t always serve you everywhere else. When it comes to your health, it can become part of the problem.
Why Ignoring Small Problems Feels Like Discipline
People who accomplish a lot usually learn early on that not every ache, inconvenience, or setback deserves their attention. If they stopped every time something felt a little off, they’d never get anything done. After a while, pushing through just becomes second nature, and that habit doesn’t stay at work. It follows them everywhere else.
The problem is that this instinct doesn’t know the difference between grit and denial. Grit is choosing to endure something hard that you understand and have decided is worth enduring. Denial is ignoring a signal you never actually evaluated. They can feel identical in the moment, which is exactly why so many capable people confuse them.
This happens constantly, and not just when it comes to personal health. A founder notices the same customer complaints showing up every month, but keeps writing them off because fixing them would mean admitting there’s a problem with the product. An executive is surviving on four hours of sleep because it’s “just a busy season,” even though that season has lasted the better part of a year. Someone else has been living with the same symptom for months because making an appointment feels like one more thing they don’t have time for.
None of them are being careless. They’re using the same mindset that helps them succeed at work in a situation where it just doesn’t fit.
The Hidden Cost of Living Reactively
The real cost of reactive living isn’t the eventual crisis. It’s everything that happens before the crisis, which is usually invisible even to the person paying for it.
Living reactively means a portion of your attention is always spent managing something you haven’t dealt with yet. That’s a tax you pay daily, in the form of decisions made from a place of low-grade dread instead of clarity, in the form of energy that should be going toward your best work instead going toward keeping a problem contained. You don’t usually notice this tax because it doesn’t announce itself. It just quietly reduces how much of you is available for the things that matter.
This pattern plays out with health the same way it does in business. Very few of the serious conditions I’ve treated appeared overnight. Most started small, were easy to dismiss, and stayed that way for longer than people expected. Your body usually gives you plenty of chances to notice something is wrong before it forces you to pay attention.
Prevention Is the Highest Leverage Work You’ll Ever Do
Meanwhile, we celebrate the comeback, the turnaround, the crisis survived. Nobody publishes a book about the disaster that never happened because someone handled it early.
But prevention is the harder, more advanced skill. Crisis response gets you sympathy and a story. Prevention requires you to act on something before it’s demanding your attention, with no audience and no applause, purely because you understand what will happen if you don’t. That takes a kind of self-management that most people never develop, because it isn’t rewarded the way heroics are.
The best leaders and founders don’t actually handle crises better than everyone else, they just have fewer of them because they treat maintenance as a strategy rather than as something to get to eventually. They ask what a version of themselves with more information would already know, and then they go find that information instead of waiting for it to force its way in.
What This Looks Like in Practice
If any of this sounds familiar, you don’t need to turn your life upside down. Start small. Every few months, take a little time to think about the things you’ve been putting up with instead of dealing with. It could be your health, something at work, your finances, or even a relationship that’s been quietly wearing you down.
The most useful question to ask yourself is a simple one: Am I choosing to put up with this, or am I just avoiding it? Those two things can feel surprisingly similar when you’re in the middle of them, but they aren’t the same. One is intentional. The other usually catches up with you sooner or later.
A Different Definition of Strength
We tend to define strength as the ability to endure. I’d argue the more useful definition is the ability to notice early and act before you have to endure anything at all.
The people I’ve seen build businesses, careers, and even healthy lives over the long term usually aren’t the ones who can take the biggest hit. More often than not, they’re the ones who dealt with small problems before those problems had a chance to grow. It isn’t the most exciting approach or the one that tells the grandest story, but it’s the reason they stay healthy and keep moving forward.
Next time you brush off a small warning sign, ask yourself why you’re ignoring your body’s signals. Most of the time, you’ll likely find that it has less to do with your schedule and more to do with clinging to the identity of being someone who never needs to slow down.
Success Advice
How Teams Create Their Own Legacy Systems and How to Leave Them Behind
Legacy systems are not only old software left by someone else. Many teams create their own legacy after a fast launch. The product still works, but every change takes longer. People work hard, and delivery still slows down.This article explains how that happens, how to spot it, and how to plan a rewrite without stopping the business.
What a Legacy System Looks Like in Practice
A legacy system is software that costs more to change than it should. Age is not the main test. The real test is whether the team can still deliver at a normal pace.
Common signs are practical. The tech stack is hard for the current team to work with. Unused parts of the product stay in place because nobody is sure what will break. Tests exist, but they do not catch real problems. Only a few people understand how the system works. Small features take several sprints, and the team spends more time fighting the system than improving the product.
When effort goes up and output goes down, the system has become legacy for your team.
How a Fast Start Turns Into Legacy
Many teams do not inherit legacy. They create it while trying to move fast.
A common path looks like this. You need users quickly, so you build on an existing solution instead of starting from scratch. In the first months, that works. You ship. You get feedback. The decision looks smart.
Later, the same decision slows you down. The base system was not built for your roadmap, your team’s skills, or your quality needs. What helped you launch now blocks simple changes.Teams often stay with that base too long because the early result was real. Rewriting feels like throwing away progress. So they keep the old foundation even after it stops helping.
Why Teams Keep Patching
Most teams do not decide to live with legacy. They decide to make one more fix.
A patch looks cheaper and safer than a rewrite. It also avoids a hard discussion about stopping work on the current system. For a while, that can be the right call.
After a point, patches add more complexity than they remove. Each fix creates new constraints. The team spends its best time keeping the old system stable instead of building useful product work.
One clear signal is when a basic feature can no longer reach production in a normal cycle. There may be no major outage. There is just steady delay. At that point, the choice is usually simple: keep paying the cost of the current system, or test a rewrite under clear rules. If delivery has already stalled, some teams also need help to stabilize a software project before the next big decision.
Treat a Rewrite as an Experiment
A full rewrite can fail if it has no limits. Some rewrites never reach users and waste months. That risk is real. Staying in legacy forever has a cost too.
A better approach is to treat the rewrite as an experiment. Set a clear scope for the first version. Review progress every week with demos people can see. Track how much work actually gets finished, not only how busy the team looks. Keep the old system running until the new one is ready. Do not freeze the business while the team rebuilds in private.
This makes the decision easier to manage. Stakeholders can judge real progress. If pace and quality improve, continue. If not, stop before the rewrite becomes its own long project with no end date.
Describe the Product You Want Before You Rebuild
Many rewrite projects fail because the team copies the old system as it is.
Legacy code shows how the product works today. It does not always show why a feature exists, or which parts are leftovers from old decisions. If you rebuild only from the old code, you may also rebuild old bugs and unused paths.
A clearer method is to describe the product you want first. Who uses it. What should happen. What you will leave out. Write that down so business and engineering share the same scope. Then decide how to build it.
This matters even more when teams can generate code quickly. Fast output without a clear product description can create a new legacy system sooner. Speed helps only when the goal is clear and shared.
Keep the Old System Running Until the New One Is Ready
Leaving a legacy system does not mean turning it off on day one. Customers still need a working product.Keep the old system live while the new one is built and checked. Release small pieces that prove the new system works. Review quality and pace often. Switch when the new product can support real use, not when the plan looks good on paper.
The goal is a clean handoff, not a dramatic shutdown.
Conclusion
Legacy is not only software you inherit. It is often software your own fast start created.If the team is busy and delivery keeps slowing down, do not assume another patch will solve it. Look at the cost of staying. If a rewrite makes sense, run it as a short, visible experiment. Describe the product you want. Keep the old system online until the new one can take over.
The useful skill is noticing when the system that once helped you launch now blocks progress, and changing course before that cost gets worse.
Success Advice
Why Efficiency is Overrated (And How to Actually Get Things Done)
If you look at someone like Tim Ferriss, you might assume he is a hyper-productive, super-optimized efficiency machine. After all, he authored The 4-Hour Workweek and built a massive empire around deconstructing world-class performance.
But according to Ferriss, if you were to act as a fly on the wall in his house, he would often look like he is “doing a whole lot of nothing” or flailing like a “drowning monkey.”
The truth is, Ferriss isn’t obsessed with efficiency. He is obsessed with effectiveness. And there is a massive difference between the two.
In a recent deep-dive interview, Ferriss broke down how he structures his life, why he relies on “mini-retirements” to prevent burnout, and the exact protocols he uses to pull himself out of a low mood.
Efficiency vs. Effectiveness: The Ultimate Trap
Most people are trapped in the default mode of the universe: productivity theater. They do things that pass as productive to themselves and others (“Look at how busy I am!”), but they aren’t actually moving the needle.
- Effectiveness is what you do.
- Efficiency is how you do it.
As Ferriss explains, doing something well does not make it important. If you choose the wrong task and execute it flawlessly, you have wasted your time. It is far better to choose the absolute highest-leverage task (the “lead domino” that knocks over everything else) and execute it at a B-minus level than to efficiently accomplish tasks that don’t matter.
“If you’re running a marathon, you’re not going to take a taxi from point A to point B. Sure, that’ll be efficient, but that sort of defeats the purpose of the whole exercise,” Ferriss says.
How to Choose the Right Projects (The “Successful Failure” Method)
If what you work on is more important than how you work on it, how do you choose what to tackle? Ferriss uses a very specific filter for evaluating 3-to-6-month projects: “Can I succeed even if I fail?”
When evaluating opportunities, he chooses the projects that will allow him to develop rare skills or deepen valuable relationships, regardless of the external outcome.
When he launched his podcast in 2014, people told him it was too late. But he didn’t care about immediate external success; he used the podcast as a tool to reduce his verbal ticks, improve his interviewing skills for future books, and build deeper relationships with friends. Even if the podcast had “failed” commercially, he would have succeeded in leveling up his personal operating system.
The Architecture of a High-Leverage Day
Ferriss doesn’t rigidly structure every minute of his day. Instead, he focuses on a weekly architecture. By setting rigid days for specific tasks (e.g., all team calls on Tuesdays, all recordings on Mondays and Fridays), he creates a scaffolding that absorbs the chaos of daily life.
When it comes to his daily routine, he follows two main rules:
- Do Not Rush the First Hour: If he feels rushed in the morning, he will feel rushed all day.
- State, Story, Strategy: To change his mindset, he starts with his physical state. He uses a 3-to-5-minute cold plunge immediately upon waking to release norepinephrine, followed by a hot tub for hyper-dilation. This state change creates a more enabling internal “story,” which allows him to formulate a better “strategy” for the day.
“If you can single-task for two to three hours a day… you’re going to be ahead of 90% of the population,” Ferriss advises.
Managing Low Mood and Hypervigilance
Even top performers battle anxiety, rumination, and low mood. Ferriss refers to his mind as a “border collie”—if you leave it inside too long, it will chew the couch.
To prevent depressive spirals, Ferriss relies on a few non-negotiable protocols:
- Prophylactic Scheduling: An ounce of prevention is worth a pound of cure. Ferriss schedules regular group dinners with friends and multiple week-long group trips a year to ensure he always has something to look forward to.
- Identity Diversification: If your podcast, startup, or job is the sole barometer of your self-worth, you are incredibly vulnerable. Ferriss diversifies his identity through rock climbing, archery, writing, and investing. If his business has a terrible week but he hits a PR in the gym, his overall week is still a win.
- Protecting Sleep: Ferriss notes that his low moods are almost always preceded by compromised sleep and excessive caffeine intake.
Beware the “High Achiever Complex”
When operating in a permissionless environment (where you can work whenever and wherever you want), the biggest risk is that you will end up working all the time.
Ferriss combats this by taking mini-retirements—scheduling 3 to 4 weeks where he is entirely offline.
“If you do that, you have to set up systems and policies that will persist after you return,” Ferriss explains. If your business requires your constant input, it is broken. Stepping away forces you to build systems that scale, ultimately saving you from your own desire to constantly be in control.
In the end, you are going to die with items left on your to-do list. Stop trying to efficiently clear the deck, and start focusing on the few critical actions that actually make you feel alive.
I had the pleasure of interviewing Tim Ferriss 11 years ago:
Success Advice
How to Achieve Massive Success Without Crushing Your Soul
Most highly ambitious people suffer from a dangerous illusion: the belief that if they can just achieve one more milestone—a funding round, a promotion, an exit—they will finally feel like they are enough.
Entrepreneurs and leaders will sacrifice their sleep, relationships, and sanity to reach that distant horizon. But when the big payday or the massive accolade finally arrives, a terrifying reality sets in: nothing changes. The external world shifted, but the internal emptiness remained. Trying to find internal validation through external achievement is like drinking saltwater to quench your thirst; it seems like it will work, but it only leaves you thirstier.
High achievers are always playing two games in parallel:
- The External Game: Your career, your income, your accolades, and your status.
- The Internal Game: Your relationship with yourself, your peace, and your self-worth.
You can have white-hot ambition, make incredible money, and build a meaningful legacy without burning out. But to win without crushing your soul, you must master metacognition—the ability to reflect on and control your own thinking.
Here are three profound internal shifts you must make to beat high achiever burnout and build a life you actually enjoy.
1. Fire Your Internal Coach
Most ambitious people are driven by a ruthless inner monologue. This internal “coach” constantly whispers that your value is strictly tied to your performance. If you fail, you are worthless.
Many high achievers justify this abusive inner voice. They believe it gives them their edge and keeps them motivated. But if you step back and truly observe that voice, you will notice something profound: your inner critic rarely offers actionable solutions or brilliant ideas. It only offers fear.
That toxic internal coach is simply your own fear incarnated—fear of failure, fear of rejection, and fear of not being enough. Worse, this doesn’t just hurt you. When you operate from a place of self-loathing and fear, you project that negativity onto your team, your business partners, and your family.
You cannot cultivate healthy relationships with others if your relationship with yourself is toxic. To reach the next level of leadership, you must fire that coach. Give yourself permission to stop beating yourself up, and consciously shift from being your own harshest critic to being your strongest ally.
2. Pull the Nails Out of Your Head
Imagine a person complaining about a blinding, chronic headache while completely ignoring the obvious iron nail sticking out of their forehead.
In business and in life, we all accumulate metaphorical nails. Your nail is the obvious problem you are actively avoiding. It might be a co-founder relationship that has turned toxic. It might be a failing product line you are too stubborn to cut. It might be a destructive personal habit, or a deep-seated trauma you have refused to address.
We leave these nails in our heads for one simple reason: pulling them out hurts.
To reach the next peak of success, you have to realize that growth is not a straight upward line. To get off a stagnant plateau, you must first traverse a valley. If you fire a toxic client, you will face temporary financial stress. If you quit a bad habit, you will face temporary discomfort.
Something has to get worse before it gets better. But everything you truly want is on the other side of that temporary valley. Facing your fears and pulling out the nails is a superpower. Endure the short-term pain, and watch how fast you elevate once you are finally free of the friction.
3. Trust Your Second Voice
The voice of fear and criticism is not the only voice in your head. You have a second voice—your intuition.
Unlike your inner critic, your intuition does not speak through panic or fear; it speaks through energy. Energy is the language of your true ambition.
When you think about a project you feel obligated to do out of societal pressure, your energy lags. You feel a heavy sense of dread. But when you think about an idea you are secretly terrified of but deeply passionate about, your energy spikes. You feel electricity.
In almost every major business or life decision, you already know the answer. Your intuition has already told you what to do; your hesitation is simply a negotiation with your fear.
How do you conquer that fear? Write it down. Fears are incredibly dangerous when they lurk as nebulous clouds in your subconscious. When you put them on paper, they lose their paralyzing power. They cease to be monsters and simply become standard problems to be solved. And as an entrepreneur, you are an expert at solving problems.
Stop Waiting for the Destination
It is easy to look at the grind of building a business and think, “I’ll be happy when I finally sell this company,” or “I’ll relax when we hit $10 million in ARR.”
But the point of the journey is not the destination. The point of the flight is not simply to land; it is to experience the magic of being in the air.
Stop postponing your happiness for a future that is not guaranteed. Fire your toxic internal coach, do the hard work of pulling out your nails, and follow the energy of your intuition. You have already arrived. You are living in the “good old days” right now—make sure you are actually present enough to enjoy them.
Here is a great speech by Graham Weaver about How to Win Without Crushing Your Soul
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