Show Me The Love (or why b-r-a-n-d-i-n-g matters above all else)

As a consultant and advisor to start-ups and big brands, the very first thing I ask founders and key decision-makers is WHY? As in:

Why did you start this? Why now? Why should they — customers, fans, the media, employees, investors, the competition — care?

7 times out of 10, I know they are driving into darkness by their inability to answer WHY with conviction, differentiation, and brevity.

Think about yourself as a great customer. Granted, most people are complacent and just follow along, but I’m hoping you are one of those types who gives a f*ck about their choices and lifestyle decisions.

I’m talking about the “violent few”, the influencers, the seekers… it’s something I chased after years ago on the founding team at Yelp, and it’s what I still push my clients to seek out, like some lost artifact or buried treasure.

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Goop gets the Why (gratuitous look-at-me photo).

If you know me, you know I think “growth marketing” is for monkeys, or at best something you do once you actually have something people want/need/covet. And want/need/covet again. And again.

Get the brand DNA of your company right. Stand for something. Also, stand against something.

Understand me as a customer. Make a difference in my life. Delight me in big and small ways. Don’t try to be everything to everyone. Give me more than I paid for. Show me you love me.

Xoxo, Nish.

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