The Big Fish theory


Seth Godin says:

In all markets, the market leader gets an unfair advantage. That’s because casual and unsophisticated customers choose the leader because it feels easier and safer.

The strategy, then, is not to wish and dream of becoming a big fish.

The strategy is to pick a small enough pond.

By engaging with the smallest viable audience, you gain the reputation and trust you need to move to ever bigger audiences.

Photo by David Clode on Unsplash

In praise of HIPOs


An excellent article by Gwen Moran who says:

In the world of talent management, high-performing employees, or HIPOs, are the holy grail. Smart, agile, and talented, Gartner research finds that HIPOs, who are smart, agile, and talented, exert 21% more effort than their non-HIPO peers and have a 75% chance of succeeding at roles that are critical to business performance and the future leadership pipeline.

But how do you know if your organization thinks of you as a HIPO? READ MORE >>

Photo by Hack Capital on Unsplash

30 creative examples of podcast cover art & branding

Posted by on Sep 9, 2019 in Brand Thinking | No Comments


by Renee Fleck

If you’re looking for branding inspiration, you’re in the right place.

30 legendary startup pitch decks & what you can learn from them

Posted by on Apr 28, 2019 in Brand Thinking | No Comments


A pitch deck is a brief presentation that provides clients/investors with an overview of your business. It generally includes your product, sharing your business model, and introducing your team.

Here are some great examples of pitch decks that will help you understand what is persuasive enough to get into a clients head and the best takeaways from each deck so you’ll get an idea of what to include in your pitch deck.

[Story by Aaron Lee, Co-Founder | Leneys]

You WILL have unhappy customers

Posted by on Sep 1, 2018 in Abso-effing-lutely, Brand Thinking | No Comments

Words of wisdom, and advise, from the always brilliant Bernadette Jiwa of The Story of Telling:

The unhappy customer lays his story at our feet, and we hastily pick it up, place it on our shoulders and carry it around with us. Yes, sometimes our products or services fall short, sometimes we get it wrong even when we’re doing our best.

Take responsibility for your mistakes and fix the things you can fix—while remembering there are some things you have no way of making good. You are not obliged to own the weight of your customer’s circumstances or worldview. You have an obligation to get back on track for the other ninety-nine customers you hope to serve and delight. Some of the greatest lessons unhappy customers can teach us are not about improving systems, processes and logistics, which in the end are easily fixed. The important learnings are about ourselves, and our resilience and determination to do good work and make a difference to the people we get the chance to serve again tomorrow and the day after that.

Photo by Don Agnello on Unsplash

Little plastic pizza table has its own tiny chairs

Posted by on Aug 10, 2018 in Brand Thinking | No Comments

This summer in parts of Canada folks opened their boxes to find the classic plastic pizza-portector ‘tables’ paired with miniature patio chairs on top of their pizza. The tiny seats are precisely scaled-down reproductions of actual outdoor furniture sets, and have been 3D-printed using food safe materials.

Branding design by John St. see more of their fine work here>>