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“Don’t count the people you reach; reach the people who count.”— David Ogilvy In the rush to build and launch many founders skip the most foundational step: building an ICP (your Ideal Customer Profile). It seems obvious, almost too simple. But ignoring it means misalignment that can become impossible to unwind from. Working with companies…
“Your brand isn’t what you say it is—it’s what Google says it is.” – Chris Anderson Picture this scenario: A thriving local coffee shop in Austin, Texas, was averaging a modest 3.8-star rating on Google. The owner realized reviews were directly affecting foot traffic, so they decided to focus on generating positive feedback. Within six…
