There’s no better feeling than when I share a creative brief with a client and everyone’s happy.
And it breaks my heart when some don’t believe they are deserving of such aspiration. The moment they’re left to their own devices, they ignore their new positioning and carry on in the same unproductive, unsuccessful way as before.
I’ve seen this with global brands I’ve positioned as well as personal brands and small businesses.
Recently I worked with a man who wanted to be the go-to consultant in his niche. Together, we crafted a bold positioning that would help him do just that. A week or so later, I see him on Instagram talking about music and TV shows.
