1
Most people pay way too much attention to things that do not matter to their customers: things like press, awards, drama, and hype.
Try auditing who and what you’re paying attention to, and then cut two big things that you’ve let distract in the past.
This is very much an indictment of the Be Legendary email campaign project. Nobody gives a shit about hype for our past clients.
2
Brand can be a valuable business, but creating a brand is not a first step for starting a business. It’s not even one of the first 200 steps.
I get caught in this trap. The branding makes a project feel more “real” to me, and I believe it makes it feel more legitimate to others. I use the latter to justify putting it first.