How Fujifilm built a brand that markets itself through believers.
The clients who become evangelists aren't the ones who agree with the consensus. They're the ones who've been waiting for someone to validate their different way of seeing.
Aesop: The brand that refuses to convince you
When a brand stops trying to convince people and starts trusting them to recognize what they're experience
What reMarkable can teach you about building a deep brand (that sells itself)
How you can build a brand your dream clients market themselves toward.
What prevents people from being remarkable (like Seth Godin said)?
Most people can't choose what to work on because they can't define what they love most. Everything feels attractive. Every path seems interesting enough. So they spread themselves across many things, going deep into none.
Why the best clients never need convincing
Convincing creates shallow clients. Not because they’re bad people. Because the relationship was built on push-pull and persuasion, not resonance.
Vagueness creates Shallow Clients. Specificity creates Leverage.
Specificity means Focus. Focus means saying NO to the hundred other good ideas
Shallow clients want services. Deep clients want transformation.
And deep clients don't exist until you create them.
Are you serving Shallow Clients? It’s not a good way to grow.
Shallow clients ask: “What’s included in the package?” “How fast can you deliver?” “I saw your competitor charges less. Can you match that?”. You’re emotionally exhausted.
Rethinking brand moats: Your best clients come from doing less
When everyone can create unlimited content, launch endless campaigns, and scale operations at near-zero cost, producing more stops being an advantage. It just adds to the noise.
A simple AI tool that forces you to think before your boss questions you
Most of us have limited access to sharp thinkers—maybe 30 minutes a week with our boss, quarterly calls with advisors, brief windows with decision-makers. Those minutes are gold. But we waste them on half-formed ideas that collapse under basic questions. Not because we're dumb. Because we never tested our thinking before it mattered.
Most People Use AI to Create Mediocre Work at Scale.
When everyone can generate the same content in 30 seconds, your work becomes replaceable. This isn't theoretical anymore. The numbers back it up: 52% of consumers will disengage the moment they suspect content is AI-generated, and 26% find AI-written copy impersonal. Meanwhile, 59.9% of people now doubt whether anything they read online is even authentic.
Why Your Toronto Salon is Stuck in the Shallow Client Trap (And How to Break Free)
You're busy. Your calendar is full. Your phone is ringing. Walk-ins are constant. So why does it feel like you're running a treadmill—working harder every month but never actually getting ahead?
The Crucial Role of Positioning and Messaging for Early-Stage Service Startups
Positioning defines how your service fits into the market and how it’s perceived by your target audience. Messaging, on the other hand, is about communicating your value proposition in a clear, compelling way. Together, they form the backbone of your brand’s identity and influence how potential customers perceive and interact with your business.
The Simple Value Proposition Canvas - Developing your 'Problem-Solution' Pair
One of the biggest mistakes service businesses make is designing a solution that solves nothing. People buy a drill because they believe it will give them a hole, which allows them to hang a bookshelf.In essence, customers buy a solution that addresses their problem, enabling them to gain specific benefits.
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The Compounding Value of Brand Strategy: How Businesses Can Leverage It for Long-Term Growth
In the world of investing, the concept of compounding is often referred to as the eighth wonder of the world. It's the process where an asset's earnings are reinvested to generate additional earnings over time. This snowball effect can lead to exponential growth, turning small investments into significant wealth over the long run.
Leveraging Your Website for Conversions: A Deep Dive Guide
Ever wondered why some websites just seem to work better than others? Why do visitors on some sites effortlessly become customers, while others struggle to keep people engaged? The secret often lies in understanding and optimizing the levers that influence user behavior. In this comprehensive guide, we'll delve into the intricacies of conversion levers, providing you with actionable insights and strategies to elevate your website's performance.
Is Competing the Only Way? Or what’s the Alternative?
We often view “business strategy” as a battle – a fight to outdo competitors and capture market share, with a mindset of “winners and losers.” This thinking reflects the Red Ocean Strategy – businesses fiercely competing in a saturated market. Supply far outweighs demand, so naturally, companies strive to outdo competitors at any cost. In this market, there are always winners and losers.
Leveraging Strategic Branding: The Key of Growth
In the fast-paced world of startups and small businesses, leveraging strategic branding can be the key to unlocking growth and achieving success. At Leverage.ca, we understand that effective branding is more than just a logo or a catchy tagline; it’s about creating a powerful and lasting impression that resonates with your target audience. By harnessing the power of strategic branding, startups and small businesses can distinguish themselves in a crowded marketplace, build trust with their customers, and ultimately drive growth. In this post, we’ll explore the concept of leverage, how it works, the different types of leverage, and how branding stands out as one of the most powerful tools you can leverage for maximum achievement.
Early-Stage Differentiation: The Backbone of Go-to-Market Success
We all know the startup scene can be tough. With so many businesses popping up and customers expecting more than ever, it’s easy to feel like you’re swimming in a sea of competitors. You’re juggling market saturation, tight budgets, and a constant battle to stand out.
Case Study: How Arc Browser Competes with Chrome, Safari, and Firefox – Insights for Startup Founders
The web browser market seems impossible to break into, dominated for decades by giants like Chrome, Safari, Edge, and Firefox. So how did Arc Browser, a new startup, quickly make such a strong impression, gain hundreds of thousands of loyal fans, and reach a valuation of $550 million? Let’s analyze how Arc Browser is "changing the way people use the internet."
Building a Brand Moat: Lessons from Warren Buffett and the Power of Strategic Website Design
Warren Buffett popularized the concept of the "economic moat"—a structural advantage that protects a company's profits and fortifies its market position against competitors. He famously said, "We're trying to find a business with a wide and long-lasting moat around it, protecting a terrific economic castle."