take the label seriously to survive because markets need categories audiences need shortcuts you’ll be compressed named positioned and if you resist too early you vanish so play along long enough to be seen the label is camouflage not identity wear it to enter not to stay
But squeezing yourself into a small, easily explainable cage you know you’ll quickly outgrow just to avoid the pain of struggling to explain who you are to other people is, in my opinion, just avoidance of facing your full potential.
concentration
Most people treat brand like frosting, a cosmetic layer you add right before launch to make things look polished.
But brand is the batter. It’s not decoration, it’s the foundation. It shows up in how you talk to customers, how your product feels, how your team makes decisions.
GREG ISENBERGx.comWhen you define yourself around an identity label you forfeit your ability to self-govern and to discern what you genuinely believe from what others tell you to believe. By defining your self around an identity label, you necessarily allow said label to supersede your self. Most importantly, this identity-first approach (i.e., viewing yourself and... See more