I will do my best NOT to spoil any aspect of the movie, which I highly recommend. It is a classic “buddy” movie, but in this case, the buddies are cousins—kind of like businesses doing work with government contractors. At times they need each other. At times they love each other. At times they loathe each other. And so it goes.

The Pain of Government Marketing

But let’s be real; marketing your business to the government—Fed or SLED—is a real pain. Every step of the process is a real pain. But, as my dad always said, you have to be in it to win it, so you take the good with the bad, the sweet with the sour. And maybe—just maybe—you don’t go it alone; maybe you team up with a marketing partner (another buddy) that understands the government space and wants to accompany you.

The Journey of Self-Discovery: Understanding Your Brand

Just like in the movie, it is a journey that begins with a desire for self-discovery. Who are you, what’s your position, what’s your unique selling proposition, what’s your differentiator? You think you know these things, but it’s harder than you think to get it right. And understanding your brand messaging is just the first step.

Telling Your Story: The Challenge of Visibility

Next, you need to tell your story—sometimes to complete strangers, sometimes to people who don’t want to hear it, and sometimes to a receptive audience. Sometimes you tell it directly, sometimes you tell it to small groups, sometimes you are the star of the show. You don’t always know until you start sharing. And for most of us, putting ourselves out there is scary… it’s a real pain. But it is also necessary. Eventually, you achieve visibility, respect, and, ultimately, authority.

Taking the Leap: Committing to the Process

And then you commit. Maybe a contractor heard about you from another contractor. Maybe they did an online search and your recent media coverage showed up. And you are invited to participate in a bid, or maybe you invite yourself. But you make the decision to put yourself out there.

The Battle for Attention: Facing the Competition

And that’s when the competition really begins—the battle for attention. The process scrutinizes you from every angle, asking what you’ve done before, who you’ve done it for, what you propose to do now, when you will get it done, what it will cost, and on and on. It is… a real pain.

Winning the Prize: From Pain to Gain

And then you get the word—maybe not the first time, but eventually—that you were awarded the contract. Winner-winner, chicken dinner. And just like that, a real pain becomes a real gain.