Brand Storytelling and Positioning

I used to be a parrot, echoing other people's ideas, opinions, and beliefs, because I wasn’t sure of my own. I thought that by ‘borrowing’ and mimicking, I’d be more likeable, it’d be easier to seem cool, clever, or to belong. Looking back now, it gives me the ick—the amount of shit I nodded along to, gross. I think I was scared of looking stupid,... See more

Many promising ideas fail to see the light of day not because they're wrong, but because their champions fail to persuade the right audience. Having a good idea is less than half the battle. Change is fueled by people with the will and skill to communicate their visions.

Let me show you the four levels that separate content creators from category leaders:

Level 1: The Knowledge Trap

You're creating solid content—guides, posts, tutorials. But here's the uncomfortable truth: AI can now generate this content in seconds. Knowledge sharing alone won't set you apart

Level 2: The Experience Edge

This is where... See more