In the 1970s, the average person saw about 500 ads per day.
Today?
That number is estimated to be closer to 20,000.
Let that sink in for a moment.
And now—try to recall the last ad you saw.
You probably can’t.
Or rather, you’re thinking of the last one you remember.
Which is different from the last one you actually saw.
Because most of what we’re exposed to never even registers.
This Is the Battlefield Your Message Is Walking Into
When you publish a blog post…
When you launch an ad…
When you send an email…
It’s not stepping into a calm room—it’s entering a blizzard of noise.
Your brand, your positioning, your message—it’s all showing up in a market that is overwhelmed, distracted, and skeptical.
The question isn’t just “What should we say?”
It’s “How do we become unforgettable in a world where no one is paying attention?”
What’s Changed Since the 1970s (And What Hasn’t)
There’s a lot of nostalgia in business thinking.
Some of it’s warranted—some of it’s dangerous.
✅ What still works?
Relationships. Relevance. Reputation.
Humans still buy based on trust, clarity, and confidence. That hasn’t changed.
❌ What doesn’t work anymore?
Thinking you can run a business on instinct alone.
Thinking “good work speaks for itself.”
Thinking a couple of bus ads and a few referral lunches are a strategy.
The landscape has changed.
And if your business hasn’t evolved with it, it’s not standing still—it’s falling behind.
Modern Growth Requires Integration, Not Isolation
In today’s market, you can’t afford for the parts of your business to operate in silos.
- Marketing must know what Sales needs to close.
- Sales must align with how Delivery actually operates.
- Delivery must communicate back to Product and Offer Strategy.
- Everyone—from ops to front-line staff—needs to be rowing in the same direction.
Because every decision made in one corner of the business echoes through every other.
Growth doesn’t happen in a department—it happens in a system.
And that system only works if it’s aligned.
The Questions That Matter Now Are Different Than They Were Then
When I work with business owners today, I often hear this:
“I’ve never been asked that question before.”
There’s a reason for that.
It’s not that the question didn’t matter before—
It’s that the complexity of today’s environment has made it impossible to ignore.
Today, you need to know:
- Who your offer is actually for—and why now is the moment they’ll buy.
- What positioning makes you not just different, but the only logical choice.
- How every growth lever you pull affects your people, your margins, your operations, and your momentum.
This isn’t about “working harder.”
It’s about building something that actually works.
Final Thought
You’re not just competing against other agencies or expert-led businesses.
You’re competing against noise.
And the businesses that win?
They don’t try to shout louder.
They build a message that cuts through.
They structure a business that can support what the market now demands.
They lead with clarity when the market is clouded by noise.
And most importantly—
They evolve.
Because what worked in 1975 isn’t good enough in 2025.
Frequently Asked Questions About Competing in a Noisy Market
Is it even possible to stand out anymore?
Absolutely—but not by shouting. Clarity, specificity, and strong positioning win. Broad, generic, “we do it all” messaging gets ignored.
How do I know if my message is cutting through?
If you’re still explaining what you do on every call, or if most leads are unqualified, your message isn’t landing.
What does it mean to be “positioned” in today’s market?
It means owning a problem. Speaking directly to a narrow, urgent need for a specific audience—and being seen as the best option for solving it.
Can I just go back to referral-based growth?
Referrals are fine. But they’re not a strategy. They’re a bonus. Predictable growth requires systems, not hope.
How do I evolve without overcomplicating everything?
Simplify what matters. Clarify who you serve, what they need most, and how you uniquely solve it. Then build the rest of the business around that clarity.