Information Is Everywhere…So, Why Share More?

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I have been saying it more and more, we are no longer in the information age. We are in the instant-answer age.

Information, which used to be scarce, is now commoditized.

A huge population has access to all the world’s information and ideas. When nothing is special, then what becomes valuable?

Wisdom.

They say, “knowledge is power”, and back when information was hoarded and controlled, the person with the information (knowledge) had the power.

Think back to large purchases – car, house, appliances, jewelry, boats. The company that sold the item and the sales team had the information. You needed them. They were the gatekeepers to: a) you finding out more details, and b) getting access.

Over time, that has shifted. If someone goes into a car-buying experience without being informed, then that is on them – they are going in unnecessarily ignorant. Buyer beware.

Now that information is instant and commoditized, how do you win the online game?

First off, it’s about giving away everything. That might seem counterintuitive, but in an era where there is too much information out there, people are still craving the right and best information. So the solution is for you to put out MORE.

Lots more. And…the right amount.

Right amount, for what? For people to find you, develop a dialog in their mind that leads to trust, and move them to contact you.

In 2019, I was in the editing process of my book. I had written about 60,000 words, read through it, felt it was a soulless manuscript about sales stuff, threw it aside, wrote a new 60,000 words from scratch (I tried editing the first manuscript, and I tried using parts of it…but it was like remodeling a really, really damaged, run-down, outdated house. Better to just tear it down to the foundation and start over).

I actually wrote the whole book and began working with my editor – all without a title. During this era, I was listening to a lot of podcasts while driving twice a week into San Francisco, as well as flying back and forth to San Diego. Not sure how, I found a podcast called Every Day Is Saturday by Sam Crowley. Most days he dropped his kids off at school, went to Dunkin to get coffee, and sat in his family minivan and recorded an 8-15-minute podcast on his phone with a nice plug-in mic.

I devoured the podcasts – short format, and I listen at 1.5-2x speed – it was easy to listen to his archives and stay on top of new episodes. His main business was coaching and helping people, some with self-improvement and some with ideation, branding, and positioning of their business and product. Here I was with a nameless book, an idea for an online course, and a budding consulting business.

So, one day, while on a walk, listening to it, I decided to take action on his call to action – to book an intro meeting with him. I remember filling out the form while walking. We set up the discovery call, and I decided to hire him. I can remember sitting in an Airbnb in San Diego before going into my client’s office when he gave me the line:

Transform from Order Taker to Quota Breaker

(which became the subtitle of that book, and people have said it could have been the main title).

Listening to his podcast built a relationship in my mind where I felt like I knew him, liked him, and could trust him.

And we had not even actually spoken. He was just being him. It matched with me and what I needed at that time. He was able to help me, and I got great value from his service and experience. (Funny side note…since I listened to his podcast 1.5 to 2x, when I had that first discovery call with him, I thought he was sick and not feeling well. I thought to myself, “Man, he is talking so slow…hope he is okay. Maybe we should reschedule this?”)

This is what your goal is with your online content. Yes, information is everywhere, so you could take a defeatist approach and say, “what’s the point?” Or you could lean in, like I did when I published my book (does the world really need another sales book?) and my podcast (with 3+ million podcasts, did the world really need another sales podcast?).

The answer to both of those is – hell yes.

Not only does the world need MORE information, but it also needs your content, and my content. I looked at it this way – not everyone likes Grant Cardone or Jordan Belford. I know I don’t like listening to them and hearing their sales tips.

It’s the same for you – the world needs you, your opinions, the experiences you have that have formed scars that others can hopefully learn from. And in a noisy world of unlimited information, the key is to put out a consistent level of A LOT.

Don’t worry about vanity metrics, just create and publish.

Be you and share what you feel others could get value from.

People will find you; they will follow the digital breadcrumbs that you left behind that will lead them to a deeper relationship with you.

You won’t know where someone will start their journey with you and your content.

You can’t have an expectation of when they might reach out to you for help.

So, you just have to do. And do. And do.

Featured Podcast Episode

Article content

Episode Spotlight: Dominique Maddox, CBI,CFE

In This Episode:

From Alaska to Atlanta to Texas: Dominique Maddox, raised in Anchorage, walked us through mailing his own football highlight VCR tapes to get a scholarship, pivoting to real estate in the 2008 crash, and how a chance email led him into restaurant brokerage. Hear how creative grit took him from “no’s” to building his own thriving firm in Texas.
Why Restaurants? Mixing a passion for food with consulting, Dominique Maddox shares how his foodie side translated perfectly to restaurant brokerage. Who else gets to sample cuisines while working deals?
The Toughest Industry: Beyond the delicious perks, Dominique Maddox candidly breaks down the high failure rates (80% in 5 years!), creative accounting, and pitfalls like bad leases and lack of exit strategies. He pulls back the curtain on why so many brokers avoid the restaurant niche—and why he leans in.
Valuation Real Talk: Learn the metrics that matter: rent percentage, cost of goods sold, and why numbers don’t lie. Many restaurateurs price by emotion, not market—the tough conversations Dominique Maddox has every day.
Franchises vs. Founder-Owned: Franchisor approvals, transfer fees, and the surprising hurdles and opportunities of working with big brands.
Growth Playbook: Takeaways on storytelling, personal brand, networking, and being comfortable in the “pressure cooker” of deals. Dominique Maddox shares how building relationships and outworking the competition fueled his rise.
Toughest Deals & Lessons Learned: When franchisors say “no” or deals aren’t meant to be—even after all the work—what can you control, and how do you keep going?

Key Quote:

“I turn down more listings than I take on…If a seller is unreasonable with us up front, there’s no reason for us to spend our time, effort, and money.” —Dominique Maddox

Broker Growth Tip of the Week

Celebrate the small wins! As Dominique Maddox says, progress is more than just closed deals. Did a prospect call back, did someone mention your content, did you make a connection? These are the pieces that build lasting success.