Niche down. Find your niche. Focus. There’s no shortage of brand and marketing experts telling you to find a niche. They’re not wrong. Focusing your attention on a specific group of people is key to success, but it’s not easy. Intentionally cutting out a portion of potential buyers is tough. I’ve struggled with niche execution for …
Launching a new product is exciting and scary at the same time. You have a great idea, but it’s easy to get overwhelmed by everything that has to be done to turn your idea into a reality. None of us are immune to launch stress. New companies putting their first product into the world often …
Do you want the secret to startup success? It’s not funding or product-market fit. Everything comes down to getting the right people on your team. Talent selection is the most underrated skill in business. Your staff, partners, and vendors will dictate whether you end up with a learning experience (aka failure) or a full bank …
“That dude is hilarious. You’ve gotta hang out with him.” “She’s so caring. I feel like I can talk to her for hours.” “She’s a ball of energy. I just love being around her.” We choose to spend time with people because of their personalities. The same is true with many of the brands in …
You can’t copy a market leader’s strategy and expect to win. Copying what the industry heavyweights are doing is a recipe for getting your ass handed to you. The secret to success as a small company is finding holes in the big players’ strategies. That’s where brand positioning comes into play. Think of it like …
When was the last time you sh*t your pants? It was 2007 and I was on the way to the mall with my dad. 11-year-old me had just eaten a colossal sandwich from our local sub spot and I was ready to go shopping for my first day of school outfit. 15 minutes into our …
“People don’t buy your why, they buy what you can do for them.” I’ve never bought a product because a company told me their why. Have you? I don’t care about the company’s why. I care about my why. Understanding that people buy things to solve problems is at the heart of owning a business …
Death knocked on my door the other day courtesy of my FedEx guy… When I say death I’m talking about Liquid Death—water that will violently annihilate any and all of your dehydration. I was turned onto it after my sister shared their irreverent Instagram with me a few weeks ago. The name alone was captivating …
I put out a minimum of one article per week. I share posts on LinkedIn each Monday, Wednesday, and Friday. The Recipe (my weekly email) hits inboxes every Friday morning. With the exception of our clients and the companies I mentor, those articles, posts, and emails are what form the perception of Special Sauce (aka …
Customers evolve, competition grows, and industries change. It’s easy to find yourself holding onto an antiquated brand that doesn’t stand for what you want or resonate with buyers. If that’s you, make a change. A successful company rebrand can ignite growth and carve out a better future for your company. Your brand is not your …
