A few Thoughts on Tactics + Tackle...

The New (Old) Me

I now focus on a collection of simple processes and the core lures that support them.

I make a commitment to what my intentions are for each trip. I know my core lure selection offers me more than enough options and audibles. I am confident. Decks are clear, and fishing is better I have contingency plans but with more focus and deliberate intent I reduced how much gear I bring by 2/3rds and my fishing game greatly improved as a result

Why?

I greatly increased my time focusing on hunting fish. I think about my “tools” much less. I easily estimate this approach cuts carried gear value by 2/3s for me. Our company inventory levels did too! In the same tune, my lure company cut 2/3s of our SKUs that didn’t directly map to our playbooks and our core mission. Just like my fishing game, business was better without all the bloat caused by gearing for every micro situation.

Does this mean I think there is no place for highly technical techniques?

Absolutely not The point I’m trying to make here is that if you are super busy (like me), regardless of whether you’re balancing a hectic family-work-life balance -or- your running 150 charters in a short season, simple always wins when push comes to shove.

So what does “Fish Smart. Fish Simple.” mean anyway?

Fish Simple means we cut out unnecessary complexity. Hold the BS. Fish Simple means lures are pre-rigged the way a pro-guide would legitimately fish it out of the package Regardless of cost

My rule today is that my lures must fit in one milk crate and my rods should be carried by one person in one trip to the boat.

Fish Simple means we focus on “core” everything Size, Shape, Action, and Color Fish Simple means we make lures that catch fish, not fishermen Ask any charter captain and they’ll agree: 9 times out of 10 a simple design with good action is more effective that an “exact replica baitfish” style lure. Fish Simple means we have a system around a minimalist selection of lures that work seamlessly with relevant techniques. Fish Simple means we treat lures like a craftsman does tools. If you’re thinking too much about how and when to use it, this playbook has failed you.

I read once in a book by Clay Christensen where he defined Capability: as the culmination of priorities, processes, and resources; each of which were mutually exclusive but collectively exhaustive That definition always stuck with me

While it’s a great code for just about everything you could imagine in life, it’s perfect here for fishing.

Priorities: What are you focusing on? What’s important for this trip?

Targeting Big fish? Any fish? Relaxing day on water?

Processes: How are you going to execute? This is where Clay might ask if your actions are reconciled with your intent? Are you well poised for success?

Resources: Are you sourced to execute? Have right lures? Outfits? Do you have the knowledge you need? Information?

By asking yourself these questions in reference to your fishing system, you'll be well poised to fish like a professional.

If you haven't done so already, by taking the time to fully automate your “processes” and systematize your gear as much as possible - you'll be blown away by how much "deeper" you'll fish and how many more fish you catch with less gear AKA more fun, less B S !