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

Think about the brands you actually care about, not just the ones that dominate your feed, but the ones that have longevity. If you dig under the hood, the best of them don't necessarily begin with product, marketing hacks, or whatever the latest "community-building" playbook dictates. Instead, they start with perspective. The founder's introspecti... See more

And yet, lately, it feels like we're living through an era where we don't feel comfortable rewarding the risk it takes to be directional. The gravitational pull of the safe and familiar means it's rarer for brands to stick their necks out and actually lead with a strong vision. Instead, they play it safe. Brands and countless DTC startups are seemi... See more