In this episode of Beyond The IMO, Justin sits down with fellow advisor, friend, and marketing expert Colin Overweg to discuss one of the most important lessons in marketing: the grass is greener where you water it.

Colin built his business by consistently creating valuable content on TikTok, not LinkedIn, YouTube, or Instagram. Through that process, he developed a steady stream of referral business and learned firsthand what it takes to stand out in a crowded marketplace.

The conversation explores the power of consistency, frequency, and focusing on the platforms and strategies you choose rather than constantly chasing the next opportunity. Justin also shares two of the biggest lessons Colin has taught him over the years: the grass is greener where you water it, and perfect is the enemy of good.

If you've ever wondered why some advisors are generating leads through social media while others aren't, this episode will challenge the way you think about marketing and growth.

Follow Beyond The IMO on:

Guests and companies featured on Beyond The IMO are selected based on relevance and value to independent advisors. Neither Justin nor Beyond The IMO receive compensation, referral fees, or incentives tied to who appears on the show.