Abhilash Rao

Take a position: The best way to position a brand is through a structured approach versus The best way to position a brand is through an unstructured approach.

If we can identify that frustration, put it into words, and offer to resolve it along with the original external problem, something special happens.

The work you put into improving your funnel is effort well spent. But attempts to build a perpetual motion machine of profit almost always end with bitterness, because they require you to push too hard and too fast to do anything that lasts. The goal is to prime the pump with ads that are aimed at neophiliacs, people looking to find you. Then build

that my deepest and most important work, professionally and personally, is still to come,

But the messaging architecture is only the first step. For every version of the Nest story, we wrote down the most common objections and how we’d overcome them—what stats to use, what pages of the website to send people to, what partnerships to mention or testimonials to point to. We figured out which story we could put on a billboard all the way