July '25 Update
I’ve been thinking about why so many businesses feel like they’re working twice as hard just to sell their offers.
It’s not that they’re doing anything wrong.
It’s that they’re operating like a “business” instead of a brand.
- “Doing marketing” as if it’s an obligation, rather than building a brand experience that gets people genuinely excited.
- Booking endless discovery calls instead of becoming the kind of brand people actively pursue and wait in line to work with.
- And… oh Lordy… writing emails as dull as a corporate memo and begging for sales, instead of crafting notes people genuinely look forward to opening because they feel like an exclusive invitation.
A brand doesn’t have to chase.
It builds a world people want to live in.
It stands for something so clearly that people self-select in, whipping out their Amex Black and never suffering from buyer’s remorse.
That’s why Rimowa could team up with Off-White on a single “See Through” suitcase and spark a frenzy—while the competition floods Instagram with ads. Ahem… The Row… what are you doing?
Most founders know they need this, but they get stuck trying to “show up” instead of building something truly desirable from the start.
Let me say this again – if you’re marketing something and it isn’t an instant “hell yes”, you don’t have a marketing problem, you have a BRAND PROBLEM.
You don’t need more noise = marketing
You need a signal so strong, the right people can’t ignore you = UNIGNORABLE BRAND
I’ve been distilling exactly that — a way to turn your expertise into something magnetic, the kind of presence people chase — and now I’m making it accessible beyond my 1:1 work.
If you haven’t filled out my “Shape Your Next Move” questionnaire, now’s your chance — it’s helping me design what’s coming.
→ You'll get my Secret Index of Power Words for Luxury Persuasion as a big thank you for your time and input.