Hiring isn’t just about filling roles. 

It’s about finding people who’ll obsess over your business as much as you do. People who don’t just clock in, tick boxes, and bounce—but who bring that relentless curiosity, proactivity, and hunger to the table.

In short, hiring A-players changes everything.

As Steve Jobs perfectly put it: "A small team of A+ players can run circles around a giant team of B and C players."

And honestly, he was right. 

The ripple effect of one exceptional hire can transform an entire organisation. A-players don’t just bring value; they amplify it. They set the standard, raise the bar, and build a culture that breeds more excellence.

For me, an A-player is obsessively curious.

Someone who digs deep, asks questions, and doesn’t stop until they’ve figured things out. They don’t just execute tasks; they take initiative and create new value—unprompted.

Here’s the litmus test I use when hiring:

"Tell me about a time you were given a task and, on your own initiative, went beyond it to create something that added unexpected value. What did you build?"

When the answer flows naturally and shows genuine ownership, you’ve likely found a leader. 

And let’s be real, not everyone can answer that question. And that’s okay. Because you’re not looking for just anyone. You’re building a team of A-players—people who you can see owning entire markets one day.

Let me give you some real-world tea from Notice Me(dia)

I found Jacob, our business development wizard, through Twitter. Yeah, Twitter. A quick search, a LinkedIn profile check, and boom—he was in the same university I graduated from.

We hopped on a call the same night. Let me tell you, the guy grilled me. 

Question after question after question. Relentless curiosity.

At first, it felt like we were competing—he was eyeing the ghostwriting space too—but that hunger and curiosity hit differently. 

I thought, If he’s bothering me this much, imagine what he could do FOR me.

Fast-forward a month and a half, and Jacob has been transformative. Has he single-handedly doubled the business? No. But his contributions created ripple effects that helped us hit those numbers.

Or Jessica. When we hired her through a staffing agency, they recommended creating a 30-60-90 day plan. I laughed and said, "30 days?. Let’s make it 3 days, 6 days, and 9 days." And guess what?

She crushed it. Within three days, she hit her first milestone. By day nine, she’d already exceeded expectations. 

That’s the kind of proactivity and execution that sets A-players apart.

If you’re building a team, let me leave you with this:

1/ Don’t settle for mediocrity. A-players set the tone. They push themselves and everyone around them. B-players? They play it safe—and worse, they hire people who won’t challenge them.

2/ Hire for curiosity, not just credentials. The right questions matter more than the right answers. Look for that obsessive spark that makes them dig deeper.

3/ Set the bar high—then raise it. A-players don’t want “easy.” Create an environment that challenges them, where excellence is the baseline.

Remember, A-players hire A-players. B-players hire C-players. C-players? They drag the ship down.

The right hire doesn’t just fill a role—they make waves.

 And when you’ve got a squad full of A-players, the competition doesn’t stand a chance.

Also, here’s my recent LinkedIn post where I dropped more gems on building Notice Me(dia).

If you haven’t already checked out my last newsletter on Planting Seeds, you’re missing out—here’s the link. 

The CMO’s LinkedIn Handbook 

It’s a no-fluff guide that answers every question we’ve been asked and then some — profiles, content, commenting, community-building, outreach hacks, and strategies that have fueled real results.

We’re not holding back. 

Want a Quick 15-minute Audit?

Tell us your requirements, and see how Notice Me(dia) can help you! 

Also, here’s a cool picture for you!

Catch you next Thursday,
—Josh

The Farmer’s Mindset. 

Farmers don’t plant seeds for quick wins. They plant because they believe in the process. They know growth takes time—months, sometimes years—but when the harvest comes, it’s worth every ounce of effort.

At Notice Me(dia), that’s how we think too. I have been a firm believer and I’ve written about it again and again of how We’ve never taken a sales call. Not once.

Planting seeds is the foundation of everything we do. It’s how we sell, build relationships, and grow. We don’t rush. We don’t push. Instead, we trust the long game.

It’s slow, sure. But it’s powerful.

About a year ago, I joined a founder community. No pitches. No funnels. No salesy gimmicks. Just a straightforward offer:

"If anyone has questions about LinkedIn, I’d love to help."

I gave value calls, answered questions, and helped founders get clarity—no strings attached. Some founders reached out immediately. Most didn’t. But that wasn’t the goal.

Eight months later, one of those founders came back:

"Josh, I remember the value you gave me. I’m ready now."

Today, that founder is one of our biggest case studies. Every week, they tell us how much we overdeliver—even as paying clients.

No farmer plants seeds expecting a full harvest in a week. They plant with decades in mind. They picture orchards, shade trees, and fields of abundance, then show up every day to nurture their crops.

That’s how we approach business at Notice Me(dia).

Planting seeds is a discipline. It’s about believing that your actions today will create the opportunities of tomorrow.

Over the past year, we’ve seen this play out again and again.

The founder who circled back.

The friend they referred.

The introductions we’ve made since.

The cycle of trust, value, and growth repeats itself.

This philosophy isn’t unique to us—it works everywhere. Whether you’re building a personal brand, running a business, or strengthening your network, planting seeds is the way forward.

People don’t buy because of a pitch. They buy because they trust you. And trust doesn’t happen overnight—it’s built through consistent, genuine interactions over time.

That’s why planting seeds is so powerful. When done right, it turns into a self-sustaining cycle of trust, referrals, and growth.

So plant the seeds. Your harvest is coming.

Peep my recent post on this philosophy here.

If this resonates, I’ve written more about the "Quiet Power of Playing the Long Game" in another post.

And if you missed my last newsletter, "Bleeding Passion," you can catch it here.

The CMO’s LinkedIn Handbook 

It’s a no-fluff guide that answers every question we’ve been asked and then some — profiles, content, commenting, community-building, outreach hacks, and strategies that have fueled real results.

We’re not holding back. 

Want a Quick 15-minute Audit?

Tell us your requirements, and see how Notice Me(dia) can help you! 

Also, here’s a cool picture for you

Catch you next Thursday,
—Josh

Every sales call is a stage.

We hop on dozens of calls with founders every week.

The reality is most of them are exploring other ghostwriting agencies. Fair play.

We’re swimming in a big pond with a lot of fish.

It’s no secret that when we speak to someone, they’re likely already in touch with another agency—or three.

So how do we stand out in that sea of options?

Simple. Passion.

It’s not just a word we throw around.

It’s the sauce. It’s the moat.

From business development to account management, from the writers to the founders—everyone at Notice Me(dia) operates with the same die-hard passion for what we do.

Let me tell you how that plays out.

A few days ago, I was on a call with a founder.

We were chopping it up, sharing a few laughs, playing geography (turns out we had a bunch of mutuals).

The vibe was easy, natural.

And then we got to the point.

He said, “Josh, this all sounds great, but I’m speaking to a couple of other agencies. I’ll get back to you in a few weeks.”

Classic.

I said, “Of course. No problem at all. Take your time. I’d even be happy to help you explore your options. Let me know what you like about each package, what you don’t, and what you wish you had.”

But before wrapping up, I paused and said:

“Hey, I just want to leave this call with one thought. I’m sure you’ve picked up on it by now, but there’s no secret—I’m ridiculously passionate about what I do.

Honestly, I’d say my passion does the selling for me.

If you know someone out there who’s more passionate than I am, I’d love to meet them.

In fact, I’d want them on my team. I’m serious— Heck, I’ll put a blank check in front of them. Because if they care that much, I need them on my team.”

There was silence for a moment.

Then he laughed—not the brush-it-off kind of laugh, but the “this guy means business” laugh.

By the time the call wrapped, there was some consideration on their end.

No hard commitments, no immediate decisions.

But something shifted.

Shortly after, the conversation moved forward in a way I didn’t expect.

The co-founder reached out, bringing others into the loop, and the dialogue turned into action.

Questions about next steps. Ideas for collaboration.

Discussions that felt like momentum.

They saw the value and wanted to keep the ball rolling.

Why?

Because passion closes.

Your competition might have bigger teams, fancier case studies, or lower rates.

But they’ll never care more.

And that’s the difference.

Clients don’t just buy expertise—they buy conviction.

They buy into the belief that you’ll fight for their success like it’s your own.

When people feel that kind of energy, they stop shopping around.

They start trusting.

Wanna see what really goes down at Notice Me(dia)?

Peep this LinkedIn post: Link

And if you missed my last newsletter, here’s the one where I broke down “Sending Flowers”

Want a Quick 15-minute Audit?

Tell us your requirements, and see how Notice Me(dia) can help you! 

Oh and here’s a picture I snapped, enjoy!

Catch you next Thursday,
—Josh

Selling isn’t what you think it is.

No one likes to feel sold to.

Most people think selling is all about the pitch. 

A slick slide deck, a killer offer, and boom—client signed.

Wrong.

Everyone loves a thoughtful gesture.

Selling isn’t about what we need—it’s about what they need.

And that’s where "Sending Flowers" comes in.

That’s why we’ve built an entire protocol at Notice Me(dia) around something we call “Sending Flowers.” 

What Exactly Is “Sending Flowers”?

Glad you asked.

Nope, we’re not talking about literal roses (though, hey, that wouldn’t hurt ).

It’s about preparing ourselves—and our prospects—for our metaphorical, eventual marriage.

No hard sells. No big promises upfront.

Just pure, unconditional value.

Here’s what “sending flowers” can look like:

1/ Start with value

Have a conversation that truly focuses on their needs—pain points, challenges, and goals—not yours.

2/ Follow up meaningfully

Send a detailed recap of key takeaways, actionable insights, or tailored resources that hit their exact pain points.

3/ Add a thoughtful touch

Maybe it’s a handwritten note, a small token of appreciation, or a personalised idea—something that shows you were paying attention.

4/ Stay in their orbit

Keep showing up. Engage with their work, offer support when you can, and make sure they know you’re there—without being pushy.

It’s not about “closing the deal.”

It’s about being so helpful and thoughtful that when the timing is right, they want to work with YOU.

Why This Works

Because it’s unexpected.

When’s the last time someone gave you something without asking for anything in return?

That’s what makes this protocol different
1/ It builds trust.
2/ It keeps us top of mind.
3/ It sets the tone for how we’ll show up if we work together.

Know the science behind it - Check this article out.

Who Wants Flowers? 🌹

Sending Flowers” isn’t just a protocol—it’s a mindset.

It’s about giving first, selling second, and always leaving people better than we found them.

As a founder, I’ve never taken what you’d call a “sales call.”

Every single one has been about planting what we like to call goodwill seeds.

Unconditional value, no strings attached.

Sometimes these seeds sprout in a week. Sometimes it takes a month—or even a year. But they always sprout.

If you’re curious about how we roll, I’ve shared more about this approach in this post—take a look.

Also, here’s my last newsletter about Things Nobody Warned Me About, it’s worth a peep. 

Here’s a picture I snapped last week in New York, enjoy!

Catch you next Thursday,
—Josh

Every founder has their “first major failure” story.

This is mine. And trust me—it’s not pretty.

It was back when I was stepping out of the “freelancer” shadow, trying to carve a space in the agency world. 

I’d started figuring out LinkedIn, landing inbound leads, and feeling like I was on the right track.

Then he came along.

A fund manager. No mutuals. Cold inbound.

The message was flattering: “Josh, I’ve been following your content—love what you’re doing. Let’s work together.”

Biggest deal of my life at the time: $3,000/month for three months.

Zero red flags. He seemed solid. I was hyped.

Three posts a week, 24/7 support, monthly content calls—it was all set.

The first week was smooth. 

He loved the content. Calls were energising. Ideas were flowing.

Second week was when the cracks started showing.

When I nudged about the invoice, he said, “Let’s discuss it on Sunday.”

Weird. But fine.

Except Sunday came, and he didn’t show up.

He ghosted. And I mean completely. No responses to texts, emails, LinkedIn messages, or even WhatsApp.

This guy fell off the face of the Earth.

I’d delivered weeks of work. Meanwhile, my other clients were sidelined because I was all in on this deal.

The signs were there, but I ignored them.

Until it got worse.

To manage his engagement, I outsourced to an agency. Big mistake.

They overpromised and underdelivered- Spammy, AI-generated comments. Missed deadlines. Zero accountability.

It was a nightmare. I ended up babysitting their work while juggling the mess with this client.

And then, it hit me.

I’d been scammed.

What This Mess Taught Me

1/ Trust, but verify
When someone comes out of nowhere, take the time to investigate.

Who are they? What’s their track record? If something feels off, it probably is.

Skipping due diligence cost me big here, and it’s a mistake I won’t make twice.

2/ Set your terms—and stick to them.

Payment upfront is non-negotiable.

No payment, no work. Period.

This simple rule now runs my business because chasing invoices is a fast track to burnout.

3/ Slow down.
Excitement makes you overlook the cracks.

Rushing into a deal blinds you to red flags and drains your energy.

Slowing down not only gives you clarity but also ensures you’re working on the right opportunities.

4/ Work with trusted people.
Outsourcing is necessary for growth, but the wrong partners can wreck everything.

Choosing cheap or fast options without vetting their quality will always backfire.

Building a trusted team takes time, but it’s worth it.

5/ Don’t put all your eggs in one basket.
Putting all your energy into one client feels great—until they vanish.

Having multiple deals in progress protects your business, your focus, and your future.

A steady pipeline ensures no single client can break you.

Looking back, this failure was inevitable—and necessary.

It taught me to run Notice Me(dia) like a business, not a one-man show.

Today, I operate with systems, processes, and boundaries that protect both me and my team.

Failures like this suck. But they’re also goldmines of lessons.

So, if you’re in the trenches,

remember this: mistakes aren’t the end. They’re just the ugly, necessary stepping stones to something better.

If you’re curious about how we run the show at Notice Me(dia), I’ve spilled the tea in my latest LinkedIn posts—definitely worth a scroll. Take a peek here.

Oh, and if you missed it, I wrote a newsletter on recession-proofing your agency. Catch it here.

Here’s a little gem I snapped for you.

Catch you next Thursday,
—Josh

Today, I’ve got a story. 

The one where a single trip made me 100x in ROI.

All because of one thing.

Showing up.

A couple of months ago, I touched down in New York.

A trip to see friends, shake hands, vibe a bit.

You know the drill. 

But there was more on my mind than just catching up.

See, there’s a company that’s a major player in Fintech based out of New York that I’d had my eyes on. And when I say “eyes on,” I mean I’d been relentlessly messaging the founder for months.

Not in a creepy, over-the-top way, but let’s just say “persistent” might be putting it lightly.

I knew what we could bring to the table.

It wasn’t just about ego. I’d seen their LinkedIn presence. Knew we could make it better, louder, more impactful. 

But here’s the thing about founders—they’re busy. 

And I wasn’t C-suite material in their contacts list; I had to work my angle.

Cue my point of contact at the company—a good guy but not the big decision-maker. I hit him up: “Hey, I’m in New York. You in the office?”

Next thing you know, 

I’m standing in front of their building, ready to knock. 

No calendar invite. 

No “scheduled meeting.” 

Just me, showing up.

Walked right up to the founder. Introduced myself. 

Told him I admired what he was building. No fluff, just raw respect for what he’d accomplished. 

The guy’s a legend. I reminded him—straight to his face—that I’d been messaging him. FOR MONTHS. 

“Got 15 minutes?” I asked. “Just give me two minutes to make it worth your time.”

He paused. Nodded. And that’s all it took.

And that Fifteen minutes turned into a half hour.

I showed him exactly what we do. 

Where his LinkedIn game was lacking. How he was getting played by a ghostwriter charging four times our premium package—and delivering meh results. 

The founder’s head was spinning. He knew I wasn’t talking out of thin air.

In the middle of our talk, he called in his Head of Partnerships. “Listen to Josh,” he said. Suddenly, gears were turning. What would it look like if we partnered? How would this work with our executive team? What if…?

All of it? Just because I showed up.

Hopped on a plane, walked up, and put myself out there.

That’s it. No perfectly timed email sequence. 

Crazy how one bold step can change everything.

It still makes me wonder—how often do we miss out just because we don’t take the shot.

If this hit home, you might wanna peep at my recent post. Here’s the link to the post.

I’ve talked more about taking these leaps in my last newsletter, DO BOLD SH*T

Oh, and here’s a snapshot from my trip to New York!

Till next Thursday, 

Josh 🥷

DO BOLD STUFF. DOCUMENT IT.

Bold moves that make people stop, stare, and whisper, “What’s this person on?”

That’s what shifts the needle.

Not just for you—but for everyone paying attention.

This idea isn’t new here—it’s a way of life.

I’ve broken it down before in a LinkedIn post; If you haven’t seen it, go check it out. It’s worth the scroll. Link here

In previous newsletter, I wrote, Closed mouths don’t get fed. 

The message was clear: silence is a one-way ticket to nowhere.

That was step one.

Now, We’re taking it further.

If opening up was the first move, this one’s about going all in.

Elon Musk with SpaceX nailed this.  

It wasn’t a vanity project.

He didn’t just throw $100 million of his own money at it for kicks.

He went head-to-head with NASA, Lockheed Martin, Boeing—the big names with bloated budgets and stale ways of doing things.

These industry giants had a backward logic: the higher they climbed, the more their costs spiralled.

Musk saw the problem. Called it out. Loudly.

He wanted to - Slash costs. Break the cycle. Make space accessible for humans.

It wasn’t just about pointing fingers, though.

Musk documented every step, making his moves public.

That’s how you turn bold ideas into movements and attract minds willing to break norms.

One of his hires came from Boeing.

It wasn’t magic. It was audacity. Precision. Bold stuff done loud, and everyone watched.

That’s what I mean when I say, “Document your bold sh*t.” 

It’s how you build story, the character, and the rhythm of your brand. 

So, let’s strip this back to the basics:

1/ DO BOLD STUFF

If you’re going to move, move big.

Break norms, challenge limits, shake up your industry—or build a new one.

Bold doesn’t have to be launching rockets; it can be redefining a platform or breaking new ground.

Bold is whatever feels gutsy to you.

2/ DOCUMENT IT

It’s all about showing.

Document the gritty, the wins, the stakes, losses, and climbs.

This isn’t about a highlight reel; it’s a documentary.

Make it public.

3/ ATTRACT A TRIBE OF BOLD MINDS

Your documentation becomes a signal, an open call.

People who get it—who really get it—will show up.

Not just to watch but to engage and collaborate.

They’ll resonate because they’re out there doing bold stuff, too.

They see themselves in your journey.

4/ EXPAND YOUR SURFACE AREA

Visibility breeds opportunity.

When you consistently put yourself and your bold actions out there, your reach multiplies.

You start appearing on others’ radars, and the right people—those who vibe with your audacity—will take notice.

5/ LEVERAGE

Suddenly, you’re not just one bold person making moves.

You’re part of a community—a tribe—pushing forward, smashing barriers, and creating together.

This network effect is pure exponential growth.

Every connection, every collaboration, every shared idea becomes rocket fuel.

That’s the play here. 

Make moves that count, and don’t keep it quiet.

Closed mouths don’t get fed.

Hidden moves don’t get momentum.

Silence doesn’t change anything.

Oh, and here’s a cool pic I grabbed this past week :)

Till next Thursday, 

Josh 🥷

"Win in silence," said no smart person ever.

This quote isn’t just something I like—it’s my rule for life right now.

Silence is the death of opportunity.

In a world where everyone is posting, tweeting, and going live, staying silent is practically career suicide.

This quote from Kanye sums it up: “Closed mouths don’t get fed.” 

I’ll bet if Kanye had a LinkedIn, he’d post twice daily.

But the truth is, you need to be posting.

As founders, if you’re not building in public, you're missing the train—one that’s moving fast.

I’ve seen companies with crazy momentum after their Series A suddenly lose it.

Because they put all their energy into ads and distribution but left visibility on the back burner.

Their story was missing from the places where people actually connect—where investors, partners, and clients find value and community. And over time, the interest starts to fade.

And trust me, the louder and clearer you are, the quicker they’ll jump on board.

Take Jake Karls and Midday Squares.

They’ve been sharing their journey out in the open—not just the big wins, but the challenges, too.

It’s not a highlight reel; it’s a real reel.

They show the gritty details, the struggles, the whole process.

And that honesty has helped them build a community that’s loyal, engaged, and in it for more than just the product. They’ve shown that transparency creates trust and builds connections that last.

Why Building in Public Is Non-Negotiable

1/ No one’s coming to discover you.
This isn’t the era where a genius product alone can do all the talking. You’ve got to create your own stage and shine a spotlight on what you’re doing.

Waiting in silence won’t take you where you want to go.

2/ Visibility breeds trust.
You know that feeling when you see someone sharing openly about their journey, struggles, and wins, that’s building trust.

Sharing your story, your vision, and the behind-the-scenes grind isn’t just marketing—it’s building a loyal following who believes in you.

3/ It’s free marketing.
Every post, story, or update is a conversation starter.

It’s a chance for people to engage with you, to see what you’re creating, to support your journey, and maybe even invest in it.

With every new post, you’re showing the world you’re not just another brand—you’re the real deal, one that deserves attention.

In this day and age, you cannot win if you're not building in public.

 If you're not loud,

and if you're not vocal,

if your mouth isn't open,

then you cannot be fed.

Sharing a little sunshine your way with the picture below!

Enjoy, and I’ll catch you next Thursday.

Best moves,
Josh

This one’s a bit weird, I’ll admit. But stay with me.

And yes, we’re thinking of the same green-coloured, scaly gecko that lurks in the wild, camouflaging itself to its surroundings—a Chameleon.

You likely haven’t heard of one, never mind seen one, since your elementary friend’s 8th-grade birthday party.

“Josh, what’s the relevance?” you probably ask yourself.

See, chameleons are unique.

And I don’t say that lightly.

As a writer, someone who’s constantly behind-the-scenes, practising my improv skills as I arrive at the office and throw on my various client masks, moulding myself to fit their online persona.

I’ve realised something.

I, too, am a chameleon.

As the day progresses, flipping from one profile to another, switching up my whole personality and having numerous identity crises on daily.

I’ve realised that I, too, must possess this same transformative ability, somewhat envious of chameleons.

Realised that my superpower is to blend in as opposed to standing out.

Each client I work with is a new branch, a different leaf, and I am tasked to adjust my colours accordingly.

The field of writing in which we operate is less about putting words on paper and more about becoming invisible within someone else's voice, mastering their tone, rhythm, and intentions until it feels like it was theirs all along.

On the flip side, a chameleon transforms out of a basic need for survival.

For me, a mere necessity to thrive in my craft. I must slip into my clients’ shoes, feel the world through their eyes, and articulate that in words.

The transformation is subtle, not forced, like water taking the shape of its container. The better I can "disappear" into their voice, the more authentic the message becomes.

Think of it as dancing with different partners, each with their rhythm.

Some prefer a quick step, others a slow waltz. But the key is to match their pace, let them lead, and guide them without stepping on their toes.

To be a chameleon is to master empathy and observation.

I simply adjust, adapt, and wait for the next moment to show my true hues.

In this line of work, to “chameleonise” is about watching, learning, and adapting.

It’s about knowing when to speak up and when to step back.

The art of becoming.

The art of fluidity.

And the art of words bending into something that feels entirely, beautifully, not mine.

Snapped this in the city—rainy, moody, and somehow still vibey. Guess even in the rain, the lights know how to show up.

Enjoy, and I’ll catch you next Thursday.

Best moves,
Josh

When the economy’s booming, companies are throwing money at everything.

Marketing, expansion, growth—if it promises even a 5% boost,it’s a green light.

But the minute the economy stumbles, companies start trimming the fat. 

Smaller teams and snip snip—the marketing budget is usually first on the chopping block. And guess what? Agencies are the first to go.

So, how do you avoid being “expendable”?

You don’t just show up—you become irreplaceable.

Now, hear me out:

In good times or bad, you need to be that partner they can’t live without.

How do you do that?

It’s not some magical marketing trick; it’s actually simpler—and harder—than you think.

Respond faster.

Do better work.

And go beyond.

What does that look like in real life?

At Notice Me(dia), we’re trying to nail this down to a science. And here are the principles we live by to make that happen

1/ Willing to Chew Glass for Our Clients

That’s the mindset you need in this market. 

We’re willing to chew glass for our clients. No fluff, no excuses.

Responding to every single client inquiry—an edit, a suggestion, a content idea—within a few minutes, 24/7. Clients need to know they can count on you whether it’s the middle of the night, during a busy afternoon, or even a Saturday at 11:30 PM.

Just last Saturday, one of our clients sent a voice note at 11:30 PM. I responded at 11:31. Then, they sent another message at midnight. Guess what? Our team responded immediately.

That’s the secret sauce of why clients keep coming back.

2/ ROI is Our Promise, and We Overdeliver

Your work isn’t just about making things look pretty. 

It’s about making clients money. It should not be a “fun” expense when times are good.

But a necessary expense during good times and tough times.

If you can’t prove ROI, then it’s just another line on the budget.

Don’t just be a PR team but also the sales team, directly driving results.

3/ Surpass Expectations, EVERY. SINGLE. TIME

Don’t just meet expectations; annihilate them. 

Here at Notice Me(dia) our approach is to always deliver more than promised. We aim for 1.5x on everything—deliverables, timelines, or responsiveness.

Clients expect good work. They expect you to hit deadlines. Cool, that’s the baseline. 

But what if you’re not just on time—you’re early, and the work is next-level? 

Tell the client they’ll get five posts this week? We’ll deliver seven. 

Tell them we’ll respond in 30 minutes? We respond in 10.

Always aim to go 1.5x more in everything—deliverables, timelines, promises, and expectations.

That’s the difference between being an “extra expense” and becoming their right-hand man.

 In order to position yourself as a commodity in a valid extension of the team, you need to go beyond—overdeliver, provide exceptional service, and add real value.

That’s how you stick out—and become irreplaceable.

To wrap it up, here’s a sunset shot that I had to share—because, hey, pictures speak louder than words sometimes. Consider it a small glimpse into my world.

Enjoy, and I’ll catch you next Thursday.

Best moves,
Josh

Let me steal a line from one of our clients: “Our goal is to make you feel like a whale in our aquarium, not just a fish in our sea.”

Because when they're at the centre of attention, the honeymoon phase never ends. 

If you’ve been in a relationship (business or personal), you know exactly what I’m talking about — that magical period where everything feels effortless, exciting, and new. It’s no different with a client.

But damn, it doesn’t last forever…unless you make it. 

The initial excitement? It fades.

The hype? It slows down. 

It’s natural.

Clients start wondering, “Am I still important?” And that’s when things can begin to slip.

Here’s the thing though:

It starts at the top, all sunshine and rainbows, but then dips as time passes. It happens to everyone. 

But here’s where we get strategic: Why let the excitement die? 

At Notice Me(dia), we’re actively working to flatten that curve so it doesn’t feel like a sudden drop-off. Think of it as a long, slow glide rather than a free fall.

Here’s my thesis: 

We’re all wired to feel like we’re getting more than we give. 

You want your co-founder to work just as hard (or harder), right? Same with your service provider. 

If your clients feel like your service is working harder than their money, they stick around.

We make sure the client feels they’re getting the better end of the trade because that’s when loyalty kicks in and partnerships last.

We hired a Chief Honeymoon Officer — because, yes, we’re that serious. 

And guess what? It worked. Now, clients aren’t just sticking around — they’re talking about how we’ve kept the spark alive.

Because, in the end, a happy client isn’t just one who feels valued. It feels like they’re always getting more than they bargained for.

You can even read about it here on my LinkedIn: Link

1/ Speedy responses are key

We’ve already nailed an average response time of 15 minutes. But we’re not stopping there — we’re gunning for 3 minutes. 24/7, around the clock. 

Because speed shows care. When clients know they can count on you to be right there when they need you, it reinforces that you’re invested in them. It’s a small thing with a significant impact.

2/ Generosity as a sales tactic

Here’s a secret: give more than you take. Seriously, the best sales tactic I’ve ever found is simply this — generosity.

When your clients feel like they’re walking away from each interaction with something valuable, it sticks. Not everything has to be a hard sell. Sometimes, offering insights, advice, or a helping hand without asking for anything in return makes the biggest difference.

Because generosity builds trust — and trust? That’s how you create long-term relationships.

3/ Personal touch goes a long way

It’s the little things that make clients feel like they’re the centre of your universe.

That personal touch — whether it’s remembering small details, sending thoughtful follow-ups, or going the extra mile — is what turns casual clients into long-term, loyal partners.

It’s not just about doing business; it’s about making them feel like they’re the business.

To end, here’s a picture I snapped this week. I hope it adds a little light to your day.

Until next Thursday!

Best moves,
Josh

“Sweet! A new lead,” I thought to myself.

An elderly gentleman had reached out to schedule a LinkedIn brainstorming session, and little did I know how much this conversation would open my eyes.

As the days passed, I prepared for what I expected to be a routine call:

1/ Introductions

2/ Learning about his business

3/ Discussing his LinkedIn goals

4/ Sharing a playbook

But when we joined the meeting room, I realised this call had a different energy.

“Josh, tell me, how did you get into this industry?” he began.

“Where do you see the industry evolving?”

“And how do you foresee your battle with AI playing out?”

Here was a man well into his years but sharp and curious, asking thoughtful, forward-looking questions. It turned out I was speaking with the largest mattress manufacturer and supplier in New Zealand.

He had found me on LinkedIn, and we just had the most engaging, hour-long conversation, comparing marketing strategies from 40 years ago to the ones shaping today’s world.

_{Observations from the Call:}

1/ Attention is still valuable, but we’ve put a premium on it

Maybe this is due to the rise of social media?

Eyeballs have always held value, but in today’s world, attention is treated like gold.

2/ Distribution is everything

By the time he was 25, he was “on top of a mountain,” running 10 mattress stores across the country.

His secret?

Dedicating all his resources to mailing and hand-delivering flyers with his offers to every home within reach.

3/ Never underestimate the power of sharing your thoughts

Curious about how he found me, I asked towards the end of our conversation. His answer still gives me chills.

“Josh, I had a 5-minute chat with Sam Altman, the CEO of OpenAI, at an event the other night. He gave me some advice that I took to heart and acted on immediately.”

Sam’s message: “Look into the crowd. They’re the future. Get close to the younger generation.”

A 70-year-old gentleman and a 22-year-old marketer jamming over the evolution of marketing… all because of a connection made through LinkedIn, where he resonated with my thoughts and ideas.

Wild.

P.S. Here’s a snapshot I took this week. Consider it my small moment of calm in a crazy, busy world.

Until next Thursday!

Best moves,

Okay, so for those who are new here, we REBRANDED, completely. Here’s what to expect:

1/ more personal content

2/ Deep dives into a growing agency founder’s mind

3/ Stories and reflections that have never been publicly shared

Here goes the first, in collaboration with my good Australian mate, Mivin Matthew, on the dimensions of words. 🧘🏻

The poet creates the dimensions,

And the maverick forms the being who experiences them.

Together they create the framework of Dimensional writing.

Thesis Introduction

In an attempt to define a current understanding of dimensional writing, it can be useful to employ mathematical notions to bridge the two worlds.

Here’s why;

Dimensions are physically perceived, and mentally experienced.

Writing is a physical task and a mental labour.

Reading is a material act and a limitless metaphysical adventure.

And so in this attempt to explain how they tie in together at a deeper level, we will label the value of dimensional writing through how they manifest in physical, and mathematical, definitions of dimension.

After dissecting, analysing and studying over 3,000 pieces of content, I felt this lacking sense. Kind of like a blueprint was missing.

See, I would read these content pieces and began to notice different “dimensions” that the posts were written in. Yet, I couldn’t articulate this properly.

See, writing, in its truest form, is art – every individual being an artist. Every artist fostering their unique style. 

Across all writing carries dimensions – 1-dimensional - through 4-dimensional, and completely different worlds in-between.

Writing and art are comparable to a corpse – first comes the bones, tendons, ligaments … following, the injection of blood, organs, function … then consciousness, a mind, thoughts … and lastly, more importantly, experiences, where life truly happens.

Or in simple words:

First comes letters which form words.

Words come together to form phrases, to then form paragraphs.

Bundles of words are put together to create meaning and impact.

Through experiences, all these points are tied in and interpreted uniquely by each human-being.

We welcome you to this piece – exploring the different dimensions of writing, through our dimensional framework.

1D: we see

2D: we learn

3D: we feel

4D: we imagine

1D. Length. We See

Starting with the basics.

Straight to the point.

Pen to Paper.

This dimension is what I find most useful during ideation and brainstorming.

Ensuring information is stored on a plane.

One singular, linear plane.

With straight facts.

Just enough information.

For future retrieval.

//

Words, in their most basic form, are combinations of letters, grouped together to form a word.

Somewhat like a corpse.

In its most simple, basic form, a corpse is composed of bones – formed together with ligaments and tendons – to create a body.

In its most simple form, 1-dimensional writing doesn’t mean much.

This is where sense comes into play – the combination of multiple words, fused together to form phrases, sentences and paragraphs.

2D. Length + Width. We Learn

From this singular plane, the ideas expand horizontally.

We now have two axes, and with this comes increased storage.

And the introduction of meaning.

The storage of information now holds more nodes of value.

Optimised for learning.

//

Take 5 letters. From the same 5 letters, you can create 100+ words – all based on the letters’ placement. Moreover, take below, an anagram example: ‘alert’ and ‘later’.

Alert: Speed, present, attentive.

Later: Delay, less present.

Isn’t it fascinating how much can be changed by so little?

This dimension represents what can be changed by combining words together to form meaning.

On the theme of our corps analogy, we now give our corpse a blood-line, organs, a respiratory system …

We no longer have a soulless structure.

3D. Length + Width + Depth. We Feel

Similar to the physical world we reside in - 3D writing has depth.

Like this world, our bodies can house, more. Like us, It is aware of itself, inviting sensation.

The feeling that comes from entering this dimension is real.

//

Now, think of that book you were once (or are currently) glued to. The one that puts you in a chokehold, capturing your complete, undivided attention.

Shall I explain why you are so peeled?

You quite literally feel. Right?

Reading word-by-word, line-by-line … your eyes remain glued.

You start to feel as if the scene is real. You can, quite literally, see the character floating above your white page, watching as if there is a full-on play being performed in front of you.

You start giving life to the characters; suddenly, Claire, the 19-year old red-head, wearing the pink flowy, vintage, 80’s looking skirt, appears in front of you, strolling through the noisy streets of New York city, as the traffic plays in the background, a symphony of horns blasting up the cracked streets.

3-dimensional writing allows words to come alive – allowing you to see, smell, even taste.

Similar to a corpse, composed of bones, ligaments, tendons – given its bloodstream, organs, a brain, oxygen, now granted consciousness, a soul.

4D. Length + Width + Depth + Time [?]. We Imagine

This is where the magic happens.

All previous dimensions exist here.

While you sift through the words on the page, they work in harmony to let you create your own space.

Your own world.

One that you create, and navigate.

When you read 4D writing, you travel through space and time.

Animating the words off the page through an endless array of

memory,

experience,

emotion,

and anything else that rises from the mere sight of 4D writing.

You don’t even have to concentrate on the act of reading.

You could have just read the title, or glimpsed a sentence.

And what follows is captivation designed by your very own imagination.

This is the power of 4D writing.

It escapes the confines of physical dimensions.

Breaking the mathematical notions that we use to explain our reality.

4D writing is created from the intention to share value, without attachment to its interpretation.

//

Now, where all the dimensions collide.

The bones, ligaments, tendons, bloodstream, organs, brain, oxygen, consciousness, soul, NOW form a body, a live being. A human.

What comes next?

If you’ve been following, it is almost appropriate to ask … Well, now what? How do we intend to combine these different dimensions, writing principals, and human anatomy … ?

Now, that human lives.

The human begins experiencing life, scenarios, the world.

From living – from these experiences – comes perspective.

In most writing pieces we see in our everyday life; we read, we think, we forget.

That, by definition, is ordinary writing.

Good writing, on the other hand, allows you to think … to envision … to imagine. Along the lines of our 3-dimensional definition.

Whereas the best pieces of writing; think ads, your live-or-die quotes, sayings …

Those make you imagine.

Letters come together to make words.

Words are fused and woven one-another to create phrases, sentences and paragraphs.

Paragraphs are strategically sorted to allow you to feel, to taste, to see, to interpret.

Combining all these aspects allows you to then imagine.

Because of your unique experiences as an individual, in your own unique world, you are granted a unique perspective.

Personally, a quote that has carried great impact on my day-to-day, particularly the work that we do, stems from a saying by rapper, artist, Kanye West:

“Closed mouths don’t get fed”

Now, good luck explaining the significance it carries, to me, to an Accountant (as an example).

Why? Simply because of our unique footprint / experiences.

4-dimensional writing enables you to interpret a piece of writing, regardless of how lengthy or concise it may be, based on your experiences, which cannot be replicated by another individual.

Crazy if you think about it.

To draw back to our body, our corpse, we now inject perspective.

The future dimensions

With all this being said, what will writing look like in the future -

How will we evolve in the way we communicate through the written form?

More importantly, what will be the impact of our written choices…

Sharing stories, unbound by dimension.

There will be a few pioneers who lead us into these uncharted territories.

Who they are I know not.

But I do know they will be the ones who care about, and value, the art of writing, today.

//

Writing equals art. Plain and simple.

Easy to extrapolate – after dissecting millions of words and thousands of pieces.

Yet, this framework was missing. The different dimensions of writing is something us writers think about, but few can articulate.

Similar to art, a piece can be interpreted 1000 different ways.

I see a man feeding a monkey.

No, that is an elderly couple controlling the dance floor.

Crazy how deep words impact if you really think of it.

• Half a million subscribers on YouTube

• A quarter million followers on Instagram 

• A multiple 7-figure online course business 

Sounds like the perfect life, right?

Yet, Vanessa Lau decided to leave it all behind.

Why, you ask?

Because she felt burned out and disconnected from her work. 

But now she's back, with a new mindset and a renewed passion. 

You can watch her spill the complete tea in this video. 

Back to today’s blog!

We’re taking a look at Vanessa’s extraordinary journey to social media success

She went from quitting her corporate job at L’Oreal to 

Working $12/hr as a coffee barista to

Becoming a multiple seven-figure business owner not just in sales but in profits 

In less than two years

Legendary!! I know. Let’s get into details:

1. Starting Journey as a Beauty Content Creator

Vanessa kicked off her digital career in beauty, inspired by her love for makeup.

But soon, the endless product buying and skin issues made the whole thing less fun.

2. The Transition to Content Creation and Lifestyle 

On realizing that beauty isn’t her vibe, Vanessa wasted no time and changed her niche. 

She started a YouTube channel to share her journey of quitting the 9-to-5 grind.

Gradually, she built a small, loyal community.

And then—boom!— a viral video takes things to the next level.

3. The Million-Dollar Business and Burnout

In no time, her strong social media strategy game turns into a booming business, hitting a million-dollar valuation. 

But with success comes the stress.

Despite outward success, she felt lost, overwhelmed, and caught in the “scale trap.”

It meant the need to grow and maintain her business led to burnout.

4. The Big Break and Reflection

Hence comes the bold step.

She hit the pause button and took a year off.

Lots of sleep and soul-searching later, she realized stepping back was exactly what she needed to reconnect with herself.

5. A New Approach to Creation

Making her comeback early this year, Vanessa has now developed a fresh mindset—

content should be fun, real, and in the moment.

Yet, Vanessa doesn’t advise her followers to dive directly into this mindset, because as she says

‘for most people, they won't learn this lesson until they actually get everything that they want until they get the promotion and they realize that career is not for them until they get that dream guy or dream girl and they realize that this is not the relationship that they want to be in until they buy that big ass house and they realize how empty they are’ 

So, what did Vanessa do to create a multi-millionaire business in the first place?

Lucky for you, we have cracked her secret sauce to success- 

Turning Your Audience into Co-Creators

Vanessa actively involves her audience in the creation of her brand and content.

She frequently asked her followers for feedback, content ideas, and even guidance on what they wanted to learn next.

This made her audience feel like they were part of her journey, keeping them engaged.

With this idea in mind, I bring you some cool personal marketing strategies for you.

3-Step Framework for Building an Engaged Community That Boosts Your Personal Brand

Here are key lessons on personal branding derived from Vanessa’s journey:

Step 1: Aligning Personal Perception with Public Perception

• Conduct a Brand Audit

  Regularly ask your audience what they think of you. Compare their views with how you see yourself to spot any differences.

• Refine Your Messaging
  Change how you communicate to match how you want to be seen. Use clear and consistent language and visuals that show your true self.

• Engage in Active Listening
  Keep track of feedback on social media and other sites. Reply to comments and critiques to show you value your audience’s opinions.

Step 2: Embracing the Pivot

• Regularly Reevaluate Your Brand
  Every once in a while, check whether your current brand still aligns with your evolving goals and values.

• Stay Open to New Opportunities
  Be willing to explore new paths, even if it means stepping outside your comfort zone. This could involve shifting your focus or adopting new platforms.

• Communicate Changes Transparently
  If you decide to change direction, explain why to your audience. Being open about your reasons builds trust and helps them follow your journey. 

Step 3: Establishing an Open Dialogue

• Create Engagement Opportunities
  Host Q&A sessions, polls, or live streams to invite your audience to interact directly with you. It helps build a sense of community.

• Be Accessible
  Respond to comments, messages, and emails promptly. Show your audience that you’re approachable and value their input.

• Encourage User-Generated Content
  Invite your audience to share their stories or experiences related to your brand. Highlight their contributions to strengthen the sense of community around your brand.

The Inside-Out Approach to LinkedIn Strategy

As the CEO of Notice Me(dia), where we help clients dominate their LinkedIn game, I spend my days crafting LinkedIn strategies that actually work. Here’s a fresh take:

Most people, when they're creating content, focus on what everyone else is doing. They ask:

• What’s trending?

• How can I jump on this bandwagon?

• Who else is killing it in my niche?

Sure, the data is great. Use it to test a small slice of your content. But here's the catch: this should never be your main strategy.

Your primary strategy should be this: Stop looking outward. Start looking inward.

• What are your goals? What’s unique about your business?

• What’s your unfair advantage?

• What are you genuinely passionate about?

HOW SHOULD YOU USE DATA THEN?

First, nail down your core strategy.

Then, use data to fine-tune. Adjust content formats, tweak structures, play with post lengths, and shift tones. But never lose sight of the real goal. And hint: it’s not about getting more likes or comments—it’s about driving revenue.

Here’s a real-world example: I helped a client secure a $250,000 purchase order through LinkedIn. No gimmicks, just solid strategy.

Focus on collecting meaningful data. Run polls, ask questions, dig deep into your audience’s pain points—the things that keep them up at night.

To wrap it up, remember:  Data told you that when you added 50 mg sauce rather than 25 mg, it performed better. Now, you might assume that sauce is directly proportional to taste. Next time, would you put 200 mg sauce? No, right? It will ruin the whole thing.

I do believe Keeping it real and strategic is what’s needed- No gimmicks!

I firmly believe that reverse engineering the top leaders of the industry can create magic for your personal branding journey.

And that’s what I promise to bring to your life. Magic.

So, subscribe to this newsletter if you want this post to be sent straight to your inbox.

Also, send it over to your friends too. Thanks :)

Let’s meet next Thursday.

Your Big Brand Theory,

Imagine this:

1. You put some money into a cool company.

2. You make some awesome ads to get people excited.

3. Watch the profits roll in.

4. Sell the company for 10x what you paid.

Well, the Deadpool fame — Ryan Reynolds doesn’t have to imagine.

This is his superpower!

But, how did he go from being a Hollywood heartthrob to selling businesses for billions?

Today, I will tell you 3 stories that will show you how Ryan Reynolds leveraged his personal brand to become a billionaire:

1. Aviation Gin

After a recent ad controversy by the brand Peloton, Ryan decided to do something crazy.

What was it?

Well, there was a model who acted as the lead actress for Peloton’s controversial ad.

Ryan went ahead and cast the very same actress in an ad for his brand ‘Aviation Gin’.

Here, look at it!

Making $122 Million from it.

This campaign was a perfect example of cultural relevance.

Once something is regularly talked about by a large group of people, you can leverage it by creating content on the exact topic.

Ryan seized the controversy and flipped it into a win for Aviation Gin.

The ad was both funny and subtle.

And that’s not a surprise. 

After all, Ryan was, is, and will always be a pure branding genius.

2. Mint Mobile

Did you see those awesome Mint Mobile ads?

Like these?

Ryan features himself a lot in Mint’s marketing, where he uses jokes and simplicity to explain the brand’s value.

He uses his personal brand to drive sales and position Mint Mobile as a straightforward, affordable, and a COOLER product than their competitors.

The company got sold for $1.5 Billion.

Ryan’s campaigns differentiated Mint Mobile in a crowded market by using comedy to make the brand approachable and relatable.

Reynolds effectively communicated the brand’s benefits, helping it gain traction against established competitors.

3. Match.com

Have you seen that ad where Satan is portrayed as dating the year 2020, showing the chaos and challenges of that year?

If not, you absolutely have to see this.

Not gonna lie, this was actually a very risky move.

Using satirical humour to reflect the public sentiment during a difficult time.

But guess what?

The ad worked!

It resonated with a huge audience.

And it demonstrated Ryan’s ability to connect with people’s experiences while making the brand memorable and relevant.

3-Step Framework to Create Asymmetric Returns Out of Your Personal Brand.

Time to apply Ryan’s strategy to your own life, isn’t it?

1. Build a Personal Brand, Not a following (Yes, there’s a difference)

• It’s the person you follow, not their theories: 

Figure out what’s the best part about your personality. Exaggerate it on social media.

Like Ryan Reynolds, who blends his wit and charm into his marketing, your personal brand should reflect your unique traits.

• Become a part of your audience:

Actively engage with your audience on social media and other platforms.

Share personal stories, behind-the-scenes content, and interact with your followers to build a loyal community.

• Figure out a brand and use it again and again:

Maintain a consistent voice and message across all channels.

Whether it’s humor, inspiration, or expertise, make sure your personal brand is recognizable and relatable.

2. Strategic Partnerships

• Identify Long-Term Bets:

Look for opportunities to collaborate with or acquire businesses that align with your brand values and personality.

Ryan Reynolds invested in Aviation Gin and Mint Mobile, both of which he could authentically promote using his personal brand.

• Brand Integration:

Now, integrate your venture into your personal brand.

Use your influence to authentically promote these businesses, making them feel like an extension of who you are.

• Don’t just ‘Sell’:

Focus on adding real value to the businesses you’re involved in.

This could be through creative marketing, product development, or getting customer feedback from your audience.

3. Leverage Content and Cultural Relevance

• News-jacking:

Take advantage of cultural moments and trends.

Create content that resonates with a hot topic, just like Reynolds did with the Peloton response ad and the Match.com Satan campaign.

• Viral Potential:

Focus on producing content that is not only relevant but also shareable.

Use humor, emotional appeal, or surprise elements to increase the chances of your content going viral.

• Strategic Use of Media:

Utilize multiple platforms to amplify your message.

Linkedin, Newsletters, X, Instagram, Youtube, Pinterest, Reddit, TikTok.

The list is endless.

I firmly believe that reverse engineering the top leaders of the industry can create magic for your personal branding journey.

And that’s what I promise to bring to your life. Magic.

So, subscribe to this newsletter if you want this post to be sent straight to your inbox.

Also, send it over to your friends too. Thanks :)

Let’s meet next Thursday.

Your Big Brand Theory,

In a time where personal branding has become just about showing your face in reels….

This artist became one of the most famous artists of our time without showing his face AT ALL!

Don’t get me wrong, the advice ‘your face is your personal brand’ works 100%.

And, short-form videos are undoubtedly a great way to build your personal brand.

However, today we are exploring how ‘mystery and intrigue’ can work wonders for your brand.

Now, back to our artist:

So, it all started when distinctive artwork began popping up on walls of Bristol, England in the 1990s.

Soon, these street artworks, often politically charged and anti-administration, started to become a media event each time they appeared.

As years passed, the pieces attracted breathtaking prices, with customers including Brad Pitt, Christina Aguilera, and Paul Smith.

But guess what?

The artist remained unknown.

Today, exhibitions of his work are sell-out events in cities including London and Los Angeles.

Well, he is none other than Banksy — who not only made street art famous but turned the art world upside-down.

While he hides behind a mask— His art acts as his face.

Each piece is different and yet has a distant visual identity recognizable from miles away.

In this remarkable journey, what is striking is how he has been able to control his own narrative relentlessly.

While not many of us might have talent like his, we definitely can emulate his brand mystique & intrigue.

Get ready to dive into a simple guide to building a brand that grabs attention and keeps people engaged

Using this 3-step actionable framework, you will be able to create anonymity and mystery for creating a compelling, memorable brand that keeps people intrigued and engaged. 

Step 1: Develop a Unique Concept and Visual Identity

• Focus on Your Core Message

  Identify the one key idea or problem you want to address with your brand. Whether it’s social critique, humor, or expertise in a niche field, be clear about the value you want to offer.

• Design a Signature Mark or Symbol

  Even if you remain anonymous, create a strong visual identity. This could be a distinct logo, a recurring visual element, or even a memorable tagline that’s tied to your brand.

• Establish Consistency

  From fonts to color schemes and language style, make your content cohesive. This creates a recognizable brand that people can immediately identify.

Step 2:  Engineer Curiosity with Content Releases and Engagement

• Use Limited and Time-Sensitive

  Create a sense of urgency by releasing content or products for a limited time or to a select few. This could be early-access content, exclusive events, or hidden messages.

• Design Your Brand Identity

  Intentionally design content that includes hidden messages, Easter eggs, or puzzles for your audience to solve. Make this a recurring element to gamify the experience and keep people engaged.

• Create a Signature Content Series

  Release content in unconventional places or methods—like hidden pages on your website, obscure social media channels, or encrypted links. Your most dedicated fans will be excited to discover these.

Step 3: Cultivate a Core Tribe and Feed Speculation

• Nurture a Small, Passionate Audience First
  Focus on building a tight-knit group of followers who love the mystery and become your brand evangelists. Engage directly with them, give them inside access, and make them feel part of the mystery.

• Encourage Storytelling by Fans
  Let your audience create theories, stories, or fan content around your brand. The more people speculate and discuss your identity or intentions, the more your brand grows organically.

• Stir the Pot Occasionally

  Drop unexpected hints, false trails, or major revelations to keep people guessing and reinvest in uncovering the truth. This unpredictability keeps your brand dynamic and always in conversation.

I firmly believe that reverse engineering the top leaders of the industry can create magic for your personal branding journey.

And that’s what I promise to bring to your life. Magic.

So, subscribe to this newsletter if you want this post to be sent straight to your inbox.

Also, send it over to your friends too. Thanks :)

Let’s meet next Thursday.

Your Big Brand Theory,

Imagine if you discovered you’ve had an “unfair advantage” this whole time.

And, you could utilize it to create a standout ‘personal brand’. 

There’s someone out there using it again and again for years.

Confused or did you guess it? 

Ali Abdaal

Productivity guru, best-selling author, and an outstanding educator.

Has a whopping 5.74 million subscribers on YouTube

But did you know he started out by creating music video covers?

Why did he stop that, you ask?

Because he found his “unfair advantage”.

When Ali started, there were numerous music creators online who were at the top of their game.

Ali, on the other hand, was still learning.

He understood it would be extremely hard to stand out.

If he continued, maybe he would have gotten better and gained followers.

However, would creating a successful brand and a massive following like the one he enjoys today is possible?

We all agree the answer is no.

Ali not only realized this but also found the unfair advantage that had enabled him to

• Make it big as a creator

• Launch his course which made $70,000 in a single day

• Write a New York Times bestselling book Feel-Good Productivity

But What is His “Unfair Advantage” and How Can You Find Yours?

Ali recognized his unfair advantages, which were:

• A Cambridge education

• Teaching skill 

• A medical degree 
  

“Unfair Advantage” is the idea that everyone has unique strengths, experiences, and circumstances that can be leveraged as advantages in their personal and professional life.

Now, I know what you are thinking.

But I didn’t study at some prestigious University or I don’t have a specialized education.

The Good News is— It doesn’t matter. 

Yes!

You too can create a successful personal brand like Ali Abdaal by recognizing and embracing your unfair advantages. 

Let’s Find Your Unfair Advantage👇🏼

Explore this simplified 3-step framework to find and use your unfair advantage for personal branding:

Step 1: Uncover Your Unique Strengths

• Conduct a Skills Audit

Make a list of your top skills and accomplishments. Highlight any niche expertise or standout achievements that are uncommon in your field.

• Map Your Experiences

Identify specific experiences or challenges you’ve overcome that have given you unique insights or advantages. This could include projects, roles, or personal journeys.

• Perform a SWOT Analysis

Analyze your strengths, weaknesses, opportunities, and threats to pinpoint what you do better or differently than others.

Step 2: Craft and Communicate Your Unique Brand

• Develop a Personal Brand Statement

Create a concise statement that encapsulates your unique skills, experiences, and what you offer. Focus on what sets you apart from others in your industry.

• Design Your Brand Identity

Choose visual and verbal elements (logo, colours, tone) that reflect your unique brand. Ensure consistency across all platforms.

• Create a Signature Content Series

Develop a series of content pieces (blog posts, videos, or podcasts) that showcase your unique expertise. Make sure each piece aligns with your brand statement and provides value.

Step 3: Engage, Measure, and Evolve

• Build Strategic Relationships

Connect with influencers, industry leaders, or communities that align with your brand. Collaborate on projects or share your expertise to broaden your reach.

• Track Metrics and Gather Feedback

Use analytics tools to measure the impact of your content and brand activities. Collect feedback from your audience to understand what resonates and adjust your approach accordingly.

• Iterate and Innovate

Continuously refine your brand based on feedback and performance data. Stay flexible and open to evolving your strategy to maintain relevance and leverage new opportunities.

I firmly believe that reverse engineering the top leaders of the industry can create magic for your personal branding journey.

And that’s what I promise to bring to your life. Magic.

So, subscribe to this newsletter if you want this post to be sent straight to your inbox.

Also, send it over to your friends too. Thanks :)

Let’s meet next Thursday.

Your Big Brand Theory,

It took Andrew Tate only a few months to build one of the most powerful personal brands to ever exist.

No, it was no coincidence. 

There’s a genius strategy that anyone can apply to build a personal brand that instantly goes viral.

Guess what? 

Anyone who knows Andrew must know that he didn’t just build an audience.

He has built a cult.

Cult of young men who are ready to defend him at all costs. 

How did he do that?

I mean, despite giving out the constant controversial statements (which, by the way, is a great branding act. You can read it here)

How Andrew Built His Cult

This is how it all started.

Andrew Tate owns an online education company known as Hustler’s University (HU), where students can enroll themselves in courses and programs related to modern wealth creation and personal development. 

Now closed, HU also had an affiliate marketing program. 

This is how the program worked:

• Become an affiliate for HU by obtaining a referral link.

• Share Tate’s videos on various social media platforms.

• Include your referral link in the video descriptions to promote HU.

• When someone signs up for the program through your link (costs $49), you earn 50% of the first month’s fee.

  • Example: Refer 1 person, earn $24.50.

  • Example: Refer 100 people, earn $2,450.

And, this is how Andrew could pull the tricky but highly rewarding — word-of-mouth (WOM) marketing.

Leveraging Word-of-Mouth (WOM) Marketing

First, let me explain WOM in short:

Word-of-mouth (WOM) marketing can be the most powerful strategy (if executed well) as it leverages the natural human tendency to share experiences and opinions with others.

After all, everyone likes to talk.

One person tells 2 people, they pass on the message to 4 more people and it goes on. 

By taking strong stances on various issues, Tate ensures that people either strongly support or strongly oppose him, both of which can lead to increased word-of-mouth.

In no time, Andrew took the internet by storm. People around the world were talking about him. 

Do you know what’s even crazier?

Andrew didn't have to pay a single penny for all this marketing.

Positive or negative, Andrew undeniably became a brand, building a strong fandom that made selling incredibly easy for him.

You can mirror the same strategy to build your ‘personal brand’. No, you don’t necessarily have to have polarizing views.

Create a Personal Brand Using WoM. Here’s How

Check out this simple three-step framework for applying word-of-mouth marketing based on Tate's approach:

Step 1: Create Shareable Content

Objective: Develop content that sparks conversation and encourages sharing.

Find Your Niche:

Identify a specific area or topic that you are passionate about and that resonates with a specific audience. Start with something you are knowledgeable about.

Be Authentic:

Share your genuine opinions and experiences. Authenticity builds trust and encourages followers to share your content.

High-Quality Production

Ensure your content is well-produced. Whether it's videos, podcasts, articles, or social media posts, quality can significantly impact shareability.

Step 2: Engage Actively with Your Audience

Objective: Build a loyal community that feels connected to you and your brand.

Interact Frequently

Respond to comments, participate in discussions, and engage with your audience regularly. This builds a sense of community and loyalty.

Create Interactive Content

Use polls, questions, and challenges to engage your audience. For example, ask a question at the end of your posts to encourage comments.

Encourage User-Generated Content

Prompt your followers to create content related to your brand, such as testimonials, reviews, or challenges.

Step 3: Leverage Networks and Affiliates

Objective: Expand your reach by utilizing others' networks.

Network with Peers

Connect with other content creators or influencers in your niche. Collaborate on small projects, shoutouts, or guest appearances to reach each other's audiences.

Offer Incentives

If you have a product or service, offer referral bonuses or discounts to those who bring in new customers.

Utilize Micro-Influencers

Partner with smaller influencers who have a dedicated following. They are often more approachable and can still have a significant impact.

I firmly believe that reverse engineering the top leaders of the industry can create magic for your personal branding journey.

And that’s what I promise to bring to your life. Magic.

So, subscribe to this newsletter if you want this post to be sent straight to your inbox.

Also, send it over to your friends too. Thanks :)

Let’s meet next Thursday.

Your Big Brand Theory,

“You can actually apply the principles of personal branding with zero followers.”--Chris Do. 

Andrew Wilkinson is a living example of this.

A legendary entrepreneur and investor today, Andrew Wilkinson was once a young college dropout working as a barista. 

From making $6.50 an hour, Andrew Wilkinson went on to build a business valued at more than a billion dollars by the time he was 36.

Can you believe how inspiring this is?

Guess what?

Published on the 9th of July 2024, Andrew Wilkinson’s book is already a best-seller.

Oh, he must have had millions of followers.

Well, he doesn’t.

In this digital era, where authors are ready to do anything to create a strong social media presence, Andrew took a more strategic approach.

With a following of 244k on X and merely 4.7k on YouTube, how did Andrew drive such huge sales to his book in a matter of days?

What if I told you the answer is:

Leveraging his high-profile network. 

Shortly after the launch of his book, Andrew appeared on a series of podcasts with his ‘friends.’

These friends include crazy successful youTubers Ali Abdaal, Sam Parr, Shaan Puri, Chris Williamson, and Codie Sanchez.

In this way, he reached a large and engaged audience quickly, contributing to the book's rapid success.

This is a perfect example of how you can build a powerful personal brand without needing millions of followers.

By leveraging the existing influence of others, you can reach a broader audience and achieve significant impact.

If he did it, You can too. Here’s How ⬇️

Here's a three-step framework inspired by Andrew Wilkinson's approach that you can apply to your own personal branding journey:

Step 1: Identify and Build Relationships with Influencers

Research Influencers in Your Niche: 

Identify influencers whose audience aligns with your target market. Look for those who have high engagement and credibility.

Engage Authentically: 

Follow them on social media, engage with their content, and provide meaningful comments. Share their work and mention them when relevant to start building a rapport.

Offer Value First: 

Reach out with an offer that benefits the influencer. This could be free samples of your product, exclusive access to your service, or a collaboration proposal that adds value to their audience.

Step 2: Create Collaborative Content and Promotions

Guest Blogging and Podcasting:

Offer to write guest posts or appear on podcasts hosted by influencers in your niche. Share your expertise while subtly promoting your product or service.

Joint Webinars or Live Sessions:

Co-host webinars or live sessions with influencers. This provides value to their audience and gives you a platform to showcase your offerings.

Influencer Campaigns:

Develop campaigns where influencers use and endorse your product or service. This can include sponsored posts, unboxing videos, tutorials, and reviews.

Step 3: Leverage Social Proof and Testimonials

Showcase Influencer Endorsements:

Highlight quotes, testimonials, and reviews from influencers on your website and social media. This builds credibility and trust.

Create Case Studies:

Develop detailed case studies or success stories featuring influencers who have benefited from your product or service. Share these on your blog and social media.

Run Contests and Giveaways:

Partner with influencers to run contests or giveaways. This can drive engagement and attract their followers to your brand.

At the core, ‘personal branding’ is truly about one's relationship with other people and how they perceive you. 

Once you start working on building genuine connections and adding value in others’ lives, your personal brand will elevate itself. 

I firmly believe that reverse engineering the top leaders of the industry can create magic for your personal branding journey.

And that’s what I promise to bring to your life. Magic.

So, subscribe to this newsletter if you want this post to be sent straight to your inbox.

Also, send it over to your friends too. Thanks :)

Let’s meet next Thursday.

Imagine there are a hundred people in front of you.

And you ask them to name a man synonymous with success, empowerment, and life-changing transformation,

You know what ninety of them are going to say?

This guy 👇🏻

Tony Robbins

The #1 performance coach in the world.

The highest-paid public speaker of all time.

Built a business empire doing 7 billion dollars in revenue!

The man who trains the top 1% of the top 1%.

Wanna see the list of his students?

Athletes like Serena Williams, Tom Brady, Conor Mcgregor.

Politicians like Nelson Mandela and Bill Clinton.

Even the top investors and traders, such as Ray Dalio and Paul Tutor Jones, pay immense money to gain his insights.

But today, we’re not talking about Life Coaching…

Do you see all the achievements I just mentioned above?

He built all of that on top of his personal brand.

Nothing holds more power than being different from the uncommon. 

Do you want people to hear your name and see your life flash before their eyes?

Then, build an undifferentiated image in their minds, which will take care of the rest. 

Is Tony Robbins the best performance coach in the world?

Maybe yes. Maybe not.

We can’t be sure about that.

But what we are sure of is that he’s the best-known coach out there.

In other words,

He has made his personal brand so powerful that he has become a magnet now.

Wherever he goes, people are willing to pay anything to have a conversation with him.

Now, Tony Robbins has given many frameworks in his life:

• The Six Human Needs

• RPM (Rapid Planning Method)

• The Triad

• The Ultimate Success Formula

But today, I will talk about the simplest one of all.

Hey hey hey! I need something from you.

Who’s the founder you want me to cover in the next edition?
Tell me. Click the button and type the name. It’s as easy as that.

The one that has been present for centuries now.

SWOT analysis.

What?

Don’t we all already know what SWOT is?

A team management technique, right?

Yes.

But what I’m going to talk about today is how Tony wants you to use SWOT to build your own personal brand:

SWOT Analysis Framework for Personal Brand Identity

All you have to do is figure out 4 parts:

1. Strengths

Identify the internal factors that give you an edge over competitors.

Read this issue about finding your unfair advantage.

• Do you have a strong, loyal audience base?

• Is there something that makes what you're selling (or your content) superior?

• Do you have a powerful market reputation?

Example: You are trying to build a personal brand as a public speaker. It turns out you’re friends with a lot of founders running companies already. Now, that’s your moat. Use your network to give speeches at their events. That’s how you will gain credibility.

2. Weaknesses

Identify the factors that may become an obstacle to your brand’s success.

• Are there any negative perceptions of you?

• Is there too much competition in your space?

• Are there inconsistencies in your brand messaging or identity (in other words, you don’t know what you stand for)?

Example: Continuing the abovementioned example, you have gained credibility as a public speaker. Now, it turns out that you can’t differentiate yourself from the other public speakers/competitors.

3. Opportunities

Identify external factors that your brand can leverage for growth and improvement.

• Are there emerging trends that align with your personal brand?

• Are there unmet needs in your target market?

• Are there potential collaborations that could strengthen your brand?

Example: You realize that all motivational speakers focus on entrepreneurs and founders. No one is focusing on motivating software engineers. That’s when you decide to fulfill the needs of that market, and you dominate the space.

4. Threats

Identify external factors that could pose risks to your brand.

• Who are your main competitors, and what are their strengths?

• Are there changes in the market that could negatively impact your brand?

• Are there potential events that could harm your brand’s reputation?

Example: Let’s say your brand is all about cooking chicken dishes. Now, there’s a Vegan month coming soon, and you observe that many people are participating in that movement. That is going to be a threat to your reach. You have to prepare yourself mentally.

So there we have it.

A complete breakdown of Tony Robbins’s brand strategy.

I firmly believe that reverse engineering the industry's top leaders can create magic for your personal branding journey.

And that’s what I promise to bring to your life. Magic.

So, do subscribe to this newsletter if you want this type of post straight to your inbox.

Also, send it over to your friends too. Thanks :)

Let’s meet next Thursday.

Your Big Brand Theory, Professor Josh!