• 2018, the year we burned our ships

Cortés scuttling his own fleet off the coast of Veracruz in order to eliminate the possibility of retreat.

Art by AlejandroLinaresGarcia – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=7924717

In 1519, Captain Hernán Cortés landed in Veracruz with one mission in mind: conquest. Upon arriving, he gave the order to his men to burn the ships. Cortés wanted the men to be fully motivated to achieve their mission. No retreat.

It was a perfectly good ship. So why are we burning it?

For the past 6 years we’ve run an inventive and successful content marketing agency. We had deep relationships with our clients, being pulled in to solve everything from big strategic issues to highly creative banner ads, videos, re-brands, and lots more.

As good as it was, we saw big changes coming. Content marketing is becoming commoditized, and no wonder. Barriers to entry are low and marketing directors want in-house talent who can focus exclusively on marketing their company 8 hours a day. Conversely, content firms (like we were) need multiple clients to make their metrics work.

Seeing what was coming, we set out to offer solutions that cannot be commoditized – hugely creative marketing ideas. And we’re right on time. Marketing directors are realizing their in-house teams are pinned down with the daily output of content to feed their lead generating engines. Also, they’re seeing engagement levels dropping as their ebooks and info-graphics compete for a fixed number of eyeballs. And, to differentiate, they know they need more attention-getting ideas on top of their content output.

A big thank you

We would not be able to make this pivot were it not for our amazing clients who helped us grow and sustain ion Leap. We’re especially thankful for those brave souls who are following us to Trouble.

Marshmallow anyone?

It’s time to start some trouble

©2021-2026 Trouble Group, Inc.