The Interests of the Founder vs. the Audience in Building a Brand

That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more

Someone needs to have the point of view and the audacity to communicate it, over and over, for a long time. That’s what other people will be attracted to. The magic is you.