Hello,
I’m Gav, and I help fractional executives build content systems that protect their pipelines while they deliver for clients.
My dad was a flight engineer and aircraft mechanic by trade, but he was always a farmer at heart. If we weren’t living on a smallholding farming potatoes and cabbage, he would turn the garden into neat rows of vegetables. Compost heaps steaming in the morning air, watering cans lined up, his old boots caked in soil.
When I, as a youngster, was out there with him, the thing I remember the most was the silence. You plant the seeds, water every day, and for weeks, the ground looks dead. Nothing there, just bare soil that looked exactly the same as yesterday.
At first, I found that silence to be disconcerting. If I hadn't been educated by my father on what was happening, I would have stopped right there. I would have thought that there was something wrong, that things weren't working.
Under the surface, the roots were spreading, the shoots were forming, slowly searching for the very water we had poured onto the patch daily.
And then one morning, I would walk up to the patch of soil, and the first green shoot would break through.
As if, like magic, there they all were.
The Farming Method
Farming works in stages, and so does marketing if you want a system that actually lasts.
First, you choose the right soil. No farmer throws seeds anywhere and hopes for the best. They choose land that will support the crop.
For us, that’s your niche. The executives you can genuinely help, the ones who can pay for your expertise.
Then you prepare the ground. Soil must be tilled before it can be sown with seed.
In marketing terms, this is your content strategy. Choosing the themes you’ll return to, the problems you solve, the angles you own and who you really want to work for.
Next comes planting. This is the most difficult stage because it feels like nothing is happening. You write, you send, you publish, and the response is silence. Watering a farm day after day without a single sign of life.
You farm, in silence, with patience. Underground, the roots are spreading. Each email you send, each insight you share, is a seed pushing deeper into memory. On the surface, nothing. In the inbox, a quiet reminder that you exist.
Then comes the first shoot. The email reply, the comment, the DM. Small, fragile, but proof that the system is working. Most fractionals misread this.
They either dismiss it as insignificant or lunge for the harvest too early. The truth is, the work is only just beginning.
From there, you tend the crop. You nurture, you reply, you engage with the small signals and build them into something stronger. Over time, the crop thickens and matures, and when the season is right, you harvest. Not through chasing, but because you stayed visible all along.
This is the farming method of marketing.
It is slower, quieter, and less glamorous than hunting. But it produces steady crops, not lucky kills.
The Pain Point
Most fractionals never make it past the silence. They start planting, water a few times, then stop because the field looks empty.
The silence convinces them that nothing is happening. They think the soil is dead, when in reality the growth is underground. So they stop watering, pivot to something new, and wonder why they’re always starting again from scratch.
What Most People Try
When the panic sets in, most fractionals switch from farming to hunting. They flood LinkedIn with half-baked posts, jump on every networking event, or send scattergun connection requests.
It looks busy, but it is unsustainable.
Hunting gets you short-term activity but no long-term presence. You might land a meeting, but the following week, you are invisible again. Farming is slower, quieter, but it builds something far stronger.
The System Shift
This is where the system matters. Farming without tools is exhausting. Which is why your pipeline protection has two layers working together:
The Newsletter is the farmer’s rhythm. Every two weeks, you walk the field, share your thinking, and show up in your executives’ inboxes. High-touch, consistent, unmistakably you.
The Email Executive Briefing (EEB) is the irrigation system. It runs beneath the surface. New subscribers get a concentrated five-day introduction. Then, on the 25th of every month, an email drips through, reminding them you exist, even if your newsletter rhythm slips. It’s the safety net that keeps the soil alive.
Together, they turn your marketing into a farm that runs through the silence.
Fractionals who once dismissed newsletters as 'too much work' now treat them as the backbone of their marketing farm. Every two weeks, a newsletter goes out. Most of the time, silence. Then, without warning, the first shoots break through, 'We’ve been thinking about this exact problem, can we talk?'
And underneath, the EEB keeps the field watered. New connections don’t just sit there; they’re nurtured through a five-day sequence and then touched monthly with an email drip.
Even if life gets busy and the newsletter stalls, the farm doesn’t wither.
That 'out of nowhere' moment is the first green shoot. Months of silent watering suddenly become visible.
But it was never out of nowhere. It was compounding the whole time.
This is the farming method. It doesn’t demand attention; it earns it over time.
CTA – Your Next Step
If you want to stop scrambling and start farming, begin with the 5-day Email Executive Briefing. It shows you how to set up your irrigation system, so you stay visible even when you feel invisible.
Because the most challenging part is watering in silence, and the best part is when the shoots finally break through.