brand strategy

A startup is a story The story is useful because it brings people to work towards something together The story is limiting because employees let it dictate what they can and cannot do The story isn't real - a startup is just people and what they choose to do every morning

the story you tell about a product, and the culture you build around that story, matters far more than the product itself

At Coinbase, we distilled our positioning into the phrase, "Trusted, safe, and easy to use." This message became a guiding principle for our marketing, content creation, media outreach, and even our approach to attracting top talent. In order to reach new people with this message and fast, we knew we needed to kinda meme it into existence. And so w... See more

Repetition doesn't spoil the prayer.

Staying focused, disciplined, and “on message” consistently for a very long time is compounding. It builds dividends.

“Any damn fool can put on a deal,

but it takes genius, faith, and perseverance

to create a brand.”

- David Ogilvy

In most aspects of life, you need to say something about twenty times before it truly starts to sink in. Say it a few times, people are too busy to even notice. A few more times, they start to become aware of a vague buzzing in their ears. By the time you’ve repeated it fifteen to twenty times you may be completely sick of it, but that’s about the ... See more