You are the best at what you do. Nobody in your category or line of work can claim superiority. You're second to none. Period. Then why is it so @#$% hard to grow, let alone scale? Here's why:
Unless your customers are elves fresh off the permafrost, being 'the best' is barely the cost of entry. Nothing more.
To get noticed, break through and ultimately reach scale, you have to (a) marry being what you are best at with a unique and relevant brand promise – one that either trumps your category or creates a new category altogether; and (b) patiently, yet unflinchingly, deliver on that brand promise, day in and year out. Only if you do that – and I can help you do just that – will you get a shot at building something great.
The caveat? It takes time. Nowhere is it more true than in branding that people overestimate what can be done in one year...only to grossly underestimate what can be done in ten. The upside? It makes the journey a lot of fun!
Need an example? Changing the face of men's health globally can be as simple as growing a moustache if you can muster the persistence, patience and guts to take that stand:
To get noticed, break through and ultimately reach scale, you have to (a) marry being what you are best at with a unique and relevant brand promise – one that either trumps your category or creates a new category altogether; and (b) patiently, yet unflinchingly, deliver on that brand promise, day in and year out. Only if you do that – and I can help you do just that – will you get a shot at building something great.
The caveat? It takes time. Nowhere is it more true than in branding that people overestimate what can be done in one year...only to grossly underestimate what can be done in ten. The upside? It makes the journey a lot of fun!
Need an example? Changing the face of men's health globally can be as simple as growing a moustache if you can muster the persistence, patience and guts to take that stand:
Think it's worth a shot?
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