Marketing Shenanigans (#054)

Smart brands don’t try to be cool—they let others be cool for them. 👊

Here’s the secret: Brands aren’t just companies anymore. They’re producers.

Think of your social media and YouTube channels as episodic series. Your job isn’t to be the star of the show—it’s to set the stage for others.

Here’s How to Do It

1️⃣ Fund the episodes.
Find people who are already living stories that align with your mission. Think athletes, creators, professionals—the protagonists your audience admires. Their authenticity is what captivates your customers.

2️⃣ Distribute the trailers.
Your brand isn’t the main character—it’s the platform. Share highlights, key moments, and trailers from their story that reinforce your message. The spotlight isn’t on you, but your brand becomes part of something bigger.

3️⃣ Own the backend.
Here’s the kicker: Social media followers are great, but the real gold is in your email list. When you control the backend, you can amplify authentic voices without worrying about algorithms.

The result? You stay relevant without trying too hard.

The Takeaway

Audiences don’t follow brands to see ads—they follow stories, experiences, and people they admire. If your brand isn’t producing those stories—or partnering with the ones who are—you’re falling behind.

Be the producer, not the star. Focus on authentic stories, strategic distribution, and owning your backend to build something your audience won’t forget.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in monetizing lifestyles for brands. Our approach is simple: use a humanitarian approach to identify problems and present our solutions, bridging the gap between performance marketing and brand growth. By doing this, we own the distribution of our own voice and products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#053)

I didn’t truly understand marketing and branding until I realized this:

The best products don’t just solve problems—they become so seamlessly integrated into our lives that we forget they even exist.

Think about it: When was the last time you thought about house gutters? Probably never—until they weren’t there. That’s the beauty of utility. ⚙️

The best products solve problems so effectively that they become invisible, blending effortlessly into our routines. And that’s where trust begins.

Here’s How I Structured Marketing In My Mind To Make It Simpler:

1️⃣ Start with the solution. Focus on solving a real, tangible problem for your audience.
2️⃣ Make it appealing. Once you’ve built utility, enhance it with beauty to attract attention and build excitement.
3️⃣ Earn trust. When people see how your product fits seamlessly into their lives, they’ll return again and again—because they depend on you.

The Takeaway

🗣️ In marketing & branding, it’s easy to get distracted by appearances. But while beauty might attract attention, utility builds trust—and trust is the foundation of a lasting brand.

When I shifted my focus from making brands look flashy to helping them solve real problems, everything changed. I stopped chasing quick wins and started connecting with people who truly valued what we offered. That connection creates the foundation for legacy brands.

The best brands aren’t always in the spotlight—they’re the ones people think of when they need them most. 💡

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in monetizing lifestyles for brands. Our approach is simple: use a humanitarian approach to identify problems and present our solutions, bridging the gap between performance marketing and brand growth. By doing this, we own the distribution of our own voice and products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#052)

“What do you do?”

Do you jump straight into explaining what you do, or do you take a moment to share why you do it?

Here’s The Thing

Starting with why does more than just answer a question. It shows you’ve considered the bigger picture. It emphasizes the long-term value of your work—why it matters and why someone should care.

On the other hand, when you lead with what you do, you risk giving a generic response that blends into the noise. And when your answer feels vague, people will naturally compare you to someone they know, often unintentionally aligning your reputation with someone who’s completely different from you.

So, how do you avoid this?

Start with Your Mission

Having a clear mission allows you to confidently communicate who you are and why you’ve chosen your field. It’s not just about what you do; it’s about what drives you to show up every day.

Developing this mission takes time, yes—but once you have it, it provides clarity and purpose that lasts throughout your career.

So The Next Time Someone Asks…

🔑 Share your why first. Let them understand the bigger picture.
Then, layer in the what.

It’s a small shift, but one that can make a lasting impression—and set you apart from the crowd.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in monetizing lifestyles for brands. Our approach is simple: use a humanitarian approach to identify problems and present our solutions, bridging the gap between performance marketing and brand growth. By doing this, we own the distribution of our own voice and products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#051)

Gary Vee, Alex Hormozi, and the other greats all preach this: if you skip organic content and go straight to paid ads, you’re setting your business up to fail. Here’s why.

When someone opts into your organic content, it’s because they want to. They’re genuinely interested in your message. And that? That’s your golden ticket to build trust, foster relationships, and ultimately earn more over time.

But It Doesn’t Stop There

Organic content isn’t just about relationships—it’s about traffic. And traffic is the lifeblood of any sustainable business. Without it, you’re stuck in an endless cycle:

• Paying for the ads.

• Paying to create the ads.

• Crossing your fingers and hoping they work.

Sound familiar?

Here’s The Kicker

The best ads don’t come out of thin air. They’re born from organic content that already resonates.

Think of it like this:

• Organic content tests what works.

• It builds trust before asking for the sale.

• It creates a solid foundation for ads to amplify.

Why pay twice—once for ad creation and again for testing—when organic content can do both? It’s your long-term play for sustainable growth.

The Takeaway

Organic content isn’t optional. It’s the foundation of an efficient, scalable business.

Master organic first, and let your ads amplify what’s already working. Build trust, build traffic, and watch your business grow sustainably.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in monetizing lifestyles for brands. Our approach is simple: use a humanitarian approach to identify problems and present our solutions, bridging the gap between performance marketing and brand growth. By doing this, we own the distribution of our own voice and products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#050)

What’s more important? Content or context? Most people get this wrong—and it’s why their marketing flops.

Here’s the deal: It’s not just about what you create—it’s about who you’re creating it for.

Stop obsessing over production value. Sure, a high-quality video looks great, but the flashiest campaign in the world won’t matter if it doesn’t speak directly to your audience. Relevance is the real MVP.

Here’s How To Get It Right

• Find your people. Speak to your core audience—even if your content is raw, unpolished, or filmed on a smartphone. When your message resonates, they’ll listen. And when they listen, they’ll buy.

• Test before you invest. Once you’ve nailed the message and know it’s working, that’s when you level up. Go big on a long-form series, an unforgettable ad campaign, or even launch a branded podcast.

• Avoid the void. If you splurge on production before understanding your audience, it’s like yelling into the abyss. Nobody cares because you’re solving the wrong problem.

The Takeaway

Context is king. Start with relevance—speak to the people who matter most. Once you’ve got their attention, invest in production that makes them remember you.

Relevance first, production later. That’s how you grow and build something unforgettable.

So when:

Context = Positioning

Content = Production

Remember: context > content

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in monetizing lifestyles for brands. Our approach is simple: use a humanitarian approach to identify problems and present our solutions, bridging the gap between performance marketing and brand growth. By doing this, we own the distribution of our own voice and products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#052)

If you’re launching a product but have a limited ad budget and no idea where to start—this is the exact strategy we used to help Shift Robotics generate 179 million views, 300,000 followers, and $2.1 million in sales in just 45 days.

Step 1: Start with Research

Every great strategy starts here. We dug deep into the industry, analyzed competitors, and identified the most commonly asked questions about the product. We didn’t just look at SEO—we turned research into the foundation of the entire content strategy.

Step 2: Build Stories Around the Research

Moonwalkers aren’t just the world’s fastest shoes—they’re the solution to questions people were already asking. By focusing on narratives instead of features, we made the content informative, relatable, and worth engaging with.

Step 3: Create a Content Library

To stay efficient, we built a reusable library of content: product demos, lifestyle shots, and customer reactions. With this library in place, creating new content became faster and easier.

Step 4: Produce and Test at Scale

We didn’t just test the waters—we cannonballed in. Over 90 pieces of organic content were created, and the top-performing ones were repurposed into paid ads. Every campaign was backed by real-world data on what worked.

Step 5: Anchor and Amplify

One standout campaign video became our anchor. We reposted it repeatedly, letting it gain momentum. When questions rolled in, we were ready with pre-created content to keep the engagement flowing and the conversation alive.

Step 6: Go All-In on Volume

In one single day, we posted 45 times. Yes, you read that right. By building a web of interconnected content, we maximized engagement, traffic, and reach—all while keeping ad spend low.

@shiftrobotics

What Are Moonwalkers??? 🌙 👟 Moonwalkers are the world’s fastest shoes that allow you to walk up to 7 mph, thats slightly double your aver... See more

The Results?

179 million organic views. 300,000 new followers. $2.1 million in sales. All in just 45 days.

Takeaway:
This isn’t just a one-off strategy. It’s a repeatable system. Start with research, build organic content that connects, and scale with ads based on what works.

It’s efficient.
It’s effective.
And it’s built for long-term success.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in monetizing lifestyles for brands. Our approach is simple: use a humanitarian approach to identify problems and present our solutions, bridging the gap between performance marketing and brand growth. By doing this, we own the distribution of our own voice and products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#048)

Here’s why organic and branded content should be the backbone of your marketing strategy—not just ads.

Let’s Get Real

Ads are like fast food—quick, satisfying, but they won’t sustain you long-term. Sure, they bring quick wins, but they don’t build the kind of trust or loyalty that keeps your brand alive in the long run.

Enter organic content: the quiet powerhouse of marketing.

When your audience sees you consistently offering value—no strings attached—they start to trust you. And that trust?

• It turns into engagement.

• It leads to referrals.

• It drives long-term growth—all while keeping your budget intact.

Here’s the kicker: When ad costs spike or algorithms decide to throw you a curveball, your organic strategy doesn’t flinch. It’s like planting seeds today that grow into a forest tomorrow. Nurture it, and that forest becomes a self-sustaining ecosystem of growth and opportunity.

Meanwhile, ads? They’re the rainstorm that helps things grow quickly but disappears just as fast.

The Takeaway

Paid strategies are for the short term. Organic content? That’s how you build an empire.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in monetizing lifestyles for brands. Our approach is simple: use a humanitarian approach to identify problems and present our solutions, bridging the gap between performance marketing and brand growth. By doing this, we own the distribution of our own voice and products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#047)

Most brands are creating content the hard way. If you want to make your product click instantly with your audience, master these 3 C’s: Contrast, Correlation, and Comparison.

When it comes to content creation, the secret isn’t creating more. It’s creating smarter.

The 3 C’s—Contrast, Correlation, and Comparison—are a simple but powerful framework every brand can use to make their content resonate.

Here’s how they work:

1️⃣ Contrast

• What it is: Showcasing opposites to make your product stand out.

• Why it works: Highlighting how your product is the opposite of what people hate makes its unique value undeniable.

• Example: “Regular gym bags stink (as in smell bad). Ours don’t.”

• How to use it: Identify frustrations in your industry or common issues with competitors’ products. Then clearly show how you’re solving those pain points.

2️⃣ Correlation

• What it is: Connecting your product to where it fits in someone’s life.

• Why it works: People need to picture themselves using your product in real-life scenarios. Correlation gives them that context.

• Example: “This backpack is perfect for work, the gym, or weekend trips.”

• How to use it: Show your product in action. Pair it with activities, other items, or everyday settings your audience already understands to help them imagine it seamlessly fitting into their lives.

3️⃣ Comparison

• What it is: Relating your product to something your audience already knows.

• Why it works: By comparing your product to something familiar, you simplify its value and fast-track understanding.

• Example: “This blender is the iPhone of kitchen appliances.”

• How to use it: Compare your product to a well-known item or idea to make decision-making easy for your audience.

The Takeaway

The brands that win aren’t just selling products—they’re making their value impossible to ignore.

TL;DR: Want your content to connect instantly? Use the 3 C’s: Contrast (show how you’re different), Correlation (show how it fits in their life), and Comparison (relate it to what they already know).

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#046)

This hack might sound kind of stupid, but just give me 30 seconds—it’ll all start to make sense.

The hack is simple: stop buying things.

I know—it sounds a little hippy. But hear me out: minimalism is the key to unlocking focus.

Here’s Why

If you’re struggling to finish things—whether it’s projects, goals, or even books—it’s likely because:

• You’ve got too many things going on.

• You haven’t clearly defined where or when the finish line is.

How many of us have shelves full of books we swear we’re going to read? We want to read them. We even love the idea of them. But there they sit, gathering dust—because instead of finishing them, we’re busy buying more books.

It’s not just books. This pattern shows up everywhere:

• Projects half-finished.

• Hobbies abandoned mid-way.

• Goals set but never reached.

The more you accumulate—tasks, ideas, or even physical things—the harder it becomes to finish anything.

Why Minimalism Works

Minimalism forces you to focus. When you stop adding new things to your plate, you’re left with the clarity to see what’s already there—and the space to actually finish it.

It clears the noise. It narrows your attention. And it creates momentum by helping you cross the finish lines you’ve been ignoring.

So, before you buy one more thing or start one more project, ask yourself: Have I finished what’s already in front of me?

The Takeaway

Minimalism isn’t about deprivation—it’s about prioritization. It’s about creating room for what truly matters by letting go of the clutter that doesn’t.

Try it for a week. Pause the impulse to buy, start, or add anything new until you’ve finished what’s already on your plate. It’s a small shift, but it can lead to massive clarity, focus, and momentum.

TL;DR: Stop buying or starting new things until you’ve finished what’s in front of you. Minimalism helps you focus on what truly matters—and actually finish what you start.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#045)

I’ve worked on ads that flop and ads that print money—and the difference comes down to one simple question: Are you solving a problem for your audience?

No matter what you’re selling, if your ad educates, convinces, or reminds someone that you solve a problem—they’ll pay attention.

And if they don’t? It’s because you haven’t made them care.

Here’s The Problem With Most Advertising

It’s either:

• All fluff with no value.

• Or so focused on selling that people tune it out.

The best ads don’t do either. They strike the perfect balance by doing three things:

1️⃣ Educate

• Great ads teach the audience something they didn’t know.

• Maybe it’s a problem they didn’t realize they had. Or a better, faster way to solve one they’re already dealing with.

• Education builds trust—and trust builds loyalty.

2️⃣ Convince

• They don’t just say you’re the solution—they show why.

• And they do it without tearing down competitors. Instead, they clearly explain how your way works and why it’s worth their time, money, or attention.

• They reframe your reality.

3️⃣ Remind

• Even the best message needs repetition.

• People forget, and your job is to make sure you stay on their radar.

• Whether it’s through retargeting, consistent posting, or strategic touchpoints, the goal is simple: be the first solution they think of when they need one.

But Here’s The Kicker

It’s not just about what you say—it’s about how you say it.

• Selling a product? Show how it solves a real-life problem.

• Telling a story? Make it relatable.

• Sharing an insight? Make it actionable.

Think about your favorite brands. The ones you follow, trust, and buy from without hesitation.
They’re not just selling—they’re:

• Teaching you something.

• Solving your problems.

• And making you feel seen.

That’s why you keep coming back.

So, if you’re running ads, ask yourself:

• Am I teaching my audience why this matters?

• Am I showing them why I’m the best fit for their problem?

• Am I staying on their radar so I’m the first solution they think of?

The Takeaway

Advertising isn’t about chasing eyeballs—it’s about solving problems and showing up for the right people at the right time.

Educate. Convince. Remind.

Do that, and you’ll stop just running ads—you’ll start building a genuine brand.

TL;DR: The best ads educate, convince, and remind. Focus on solving problems and staying top of mind, and you’ll turn ads into connections—and connections into sales.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#044)

You want the momentum of life to hit you when you have the infrastructure to support it. (no joke, I came up with this… yea, I know, pretty wise-ass of me 😏)

But here’s what I’ve noticed:

Too many people sprint into get-rich-quick schemes or stumble into a lump sum of money without understanding why they want it or what they’ll do with it, or defining how they even did it… in some cases they did it themselves without a team, which is great, but:

When you skip the process of defining your process, building products that don’t work, reporting to a bad boss, reporting to a good boss, being a bad manager, then learning how to lead others you skip the process of becoming wise along the way.

Here’s The Truth No One Wants To Hear

If you get rich without a purpose, you’re more likely to blow it all. Why? Because you haven’t been forced to think about what that money means for your life—or how to sustain it.

The wisest, most successful people I know?
They didn’t rush.
They didn’t skip steps.
They built slowly, learned hard lessons, and developed a purpose along the way.

Why does that matter?
Because building for long-term success isn’t just about money.
It’s about:

• Prioritizing doing things right the first time.

• Creating something purpose-driven, scalable, and concrete.

• Building with intention—driven by passion, but tempered with wisdom.

  

  Coach Prime knows.

Here’s The Real Secret

Exponential growth doesn’t happen overnight. It’s the result of steady, deliberate decisions that compound over years. It’s about making the hard calls, learning from mistakes, and playing the long game.

So, ask yourself:

• Do you want to take shortcuts, make a quick buck, and risk losing it all because you didn’t lay the groundwork?

• Or do you want to build something that lasts—something with purpose, passion, and a foundation strong enough to scale? Maybe even scale without you.

Because here’s the deal:
When life throws momentum your way, you’ll either have the infrastructure to handle it… or you’ll be crushed under the weight of opportunities you weren’t ready for.

The Takeaway

Build slowly. Build wisely. Build to last.

Success isn’t about how quickly you rise—it’s about how thoughtfully you prepare. It’s also has something to do with not falling hard…

So take your time, do it right, and create something that not only withstands the test of time but thrives because of it.

TL;DR: Slow, deliberate growth beats quick wins every time. Build with purpose, and you’ll create something that lasts.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#043)

If your content isn’t connecting with your audience, chances are it’s missing one of these three essentials.

To truly resonate and drive growth, every brand needs a balanced mix of:

1️⃣ UGC (User-Generated Content)

• What it’s doing: "This is why you should be like me."

• Purpose: UGC shows how your product fits into real people’s lives. It’s authentic, relatable, and builds trust by showcasing real-world use.

• Visualization: When people see someone like them using your product, it makes them think, “I could use that too.”

Think of UGC as the content that gets your audience to imagine themselves as part of your brand’s story. It’s not polished or scripted—it’s real, and that’s what makes it powerful.

PS - UGC is made for performance marketing ONLY. If you post it on your organic feed you are murdering your brand. Don’t do it. Avoid it like the plague.

Also UGC is like the modern-day infomercial - it should be engaging, entertaining, and feel humanitarian. You are hard selling, so own it. AI is about to go nuts with this, human connection is going to be what cuts through the noise.

2️⃣ Product Content

• What it’s doing: "This is what I do for you."

• Purpose: Product content focuses on the benefits and functionality of what you’re offering. It’s where you highlight the tangible value your product brings to the table.

• Visualization: Make your audience imagine owning your product and solving their problems with it.

This is the content that answers, “Why is this worth my money?” It’s your chance to get specific about what your product does and why it’s valuable.

3️⃣ Lifestyle Content

• What it’s doing: "This could be you."

• Purpose: Lifestyle content sells the aspiration—what life could look like with your brand in it. It’s not just about the product; it’s about the feeling, status, or experience that comes with it.

• Visualization: Help your audience picture themselves living their dream life, with your brand seamlessly integrated into it.

This is where you connect emotionally. It’s less about what your product does and more about what your product means.

The Takeaway

Each type of content serves a specific purpose (you should use them all):

• UGC builds trust.

• Product content highlights value.

• Lifestyle content inspires aspiration.

When you combine all three, you create a content strategy that connects deeply with your audience—and drives real growth. If you’re missing one of these, your content isn’t reaching its full potential. Balance all three, and you’ll build trust, showcase value, and inspire your audience to act.

TL;DR: To connect with your audience and scale your brand, you need UGC to highlight pain points, product content to highlight value, and lifestyle content to create aspiration.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for lifestyle brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#042)

If you want to build a million-dollar brand, you need to explain what makes you different—without trashing your competitors. Here’s how.

It’s easy to fall into the trap of comparing yourself to the competition.

On the surface, it seems like a strong strategy. Why not point out why you’re better? But here’s the problem: When you focus on why you’re better than someone else, you lose sight of what makes you unique.

And the truth is, your uniqueness is your superpower.

So, What’s The Alternative?

Stop focusing on your competitors. Instead, focus on your process. Think about yourself as a builder who’s competing against other builders, we all have the blueprints, now why should we work with you?

Let me take you through a conversation I had last week that'll probably feel a little too familiar. And yes, I did just set this up like a story because sometimes the best lessons come from eavesdropping. 🎭

Picture this:

Client: "So what makes you different from our current agency?"

Us: "I'll be honest - I've never worked with them, so I can't speak to their magic. But from our experience, most agencies follow a pretty standard approach: discovery ➡️ creative brainstorm ➡️ approval dance ➡️ execution sprint. And hey, sometimes it works! It's the highway route - tested, reliable, and if it gets you there, it gets you there."

Client: skeptical eyebrow raised. "Okay... so what makes you different, wise guy?"

Us: "We start by doing something that might seem obvious but rarely happens - we crash your customer service team's coffee break. Why? Because while data tells us what people do, your CS team knows what keeps your customers throwing their phones across the room at 2 AM. It's like having a cheat code for human behavior. We also survey your audience, look, we value your input but we want to hear what they have to say. Before we give you a creative idea, let’s make sure it’s something your customer actually relates to.”

Client: “Okay, go on…”

Us: “Then we get nerdy. Like, really nerdy. We take that frontline intel and mix it with hardcore market research. We look at what’s going into the search bar on Google, Amazon, Etsy, YouTube, IG, & TikTok because lets be honest, we’re more vulnerable with our search bar than our own therapist...

I’m pausing to laugh while writing this because that is sadly so F*CK’n TRUE! LOL

From there, we don't just make pretty things (though trust me, they're pretty 😉). We're building campaigns that make people feel something while communicating how our products solve their problems. Because here's the truth bomb - people don't buy logic, they buy feelings and justify with logic. We’ve had performance marketers and brand experts both tell us you can’t build brand and your performance marketing channels… yet here we are!"

Client: "Sounds fancy, but what do we actually get?"

Us: "You get (explain your full product offering). We also (explain how they can accessorize your product offering or how you help them adopt your practices quicker).

Client: "But how do you know it works?"

Us: "Here's the thing - creativity isn't where we start, it's our victory lap. It's what happens after we've done the homework, understood the assignment, and actually know what's up. We won't promise you the moon - our case studies do the talking. If someone else is promising guaranteed results, maybe they've got a crystal ball we don't. But this approach? It's what we use for our own companies too."

Client: "Interesting... what's the damage?"

And that's where I'll leave you hanging because pricing conversations deserve their own newsletter. (See what I did there? Always leave them wanting more 😏)

Think of it this way: you don't need to throw shade at the competition when your work throws light on what's possible.

Now that's a mic drop. 🎤

A clear process leads to clear results. Even if someone doesn’t buy from you, they’ll leave knowing you have a system that works—and that’s powerful.

The Takeaway

Stop focusing on what your competitors do. Instead, focus on why you do things your way—and make sure it delivers results. If your competition wants to talk about you, let them. The more they focus on you, the more they’ll expose their own weaknesses.

Meanwhile, you’ll be busy showing your audience why your way works.

TL;DR: Don’t waste time comparing yourself to competitors. Highlight why your process is unique, and let your results speak for themselves.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for lifestyle brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#041)

Here’s a communication hack that’ll save you time and money: Use analogies to help people understand what you’re selling—faster and easier.

Getting someone to truly understand something is one of the most expensive things you can do.

Why?

Because you’re not just paying for their attention. You’re also paying to:

• Entertain them.

• Hold their interest long enough to explain your value.

• Repeat your message until it finally clicks.

And that’s why teaching people about your product or service often feels like a never-ending uphill battle.

Here’s The Hack

Create an analogy or comparison to something they already understand.

When you tie your product to an existing concept or utility, it does three things:
1️⃣ It shortens the learning curve.
2️⃣ It makes your offering instantly relatable.
3️⃣ It saves you time and money on lengthy, repeated explanations.

Here’s how it works in action:

• Uber: They didn’t waste time teaching people what ride-sharing was. Instead, they said, “We’re the taxi you can summon with an app.”

• Airbnb: They didn’t need to explain short-term rentals from scratch. They framed it as, “Hotels, but in someone’s home.”

These comparisons tap into something familiar, so your audience doesn’t need to start from scratch. They understand your purpose instantly—and when they understand faster, they buy in faster, too.

The Takeaway

Stop reinventing the wheel. You don’t need to build a new mental framework for your audience—just borrow one they already know. Analogies bridge the gap between “I don’t get it” and “Ah, I see!”

The faster your audience understands your product, the faster they’ll act. Use comparisons to make your offering crystal clear, save yourself time and money, and get your audience to say “yes” sooner.

TL;DR: Analogies are a communication shortcut. Tie your product to something familiar, and you’ll help your audience understand—and buy—faster.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#040)

Here’s the most effective exercise I’ve used to scale brands past the multi-million-dollar mark—and it’s straight out of Amazon’s playbook.

This exercise isn’t something I dreamed up—it’s inspired by Jeff Bezos himself.

Before launching a product, Bezos reportedly has his team write a future press release for it.

Why? Because it forces you to:

✅ Clarify the problem your product solves.

✅ Articulate the value of your solution in a way your audience can instantly grasp.

But this isn’t just about writing—it’s about alignment.

When you practice how you want the world to perceive your product, you’re not just planning—you’re manifesting. You’re bringing clarity to the problem you’re solving, the impact you want to make, and the story you want your product to tell.

Here’s How to Do It

1️⃣ Start with the ideal headline.

• "This Product Revolutionized [Problem/Industry]." Make it bold, compelling, and aspirational.

2️⃣ Describe the problem.

• What pain point does your product solve, and why does it matter to your audience?

3️⃣ Outline the key features.

• Show how your product delivers on its promise. Highlight the unique features or benefits that set it apart.

4️⃣ End with the impact.

• How does your product improve lives, save time, or change the game? What’s the bigger picture?

But here’s the catch: Don’t outsource this to AI.

Sure, AI can write a slick press release—but that’s not the point. This exercise is about your vision. It’s about taking the time to get crystal clear on your product’s purpose, promise, and potential.

The Takeaway

The best products don’t cut corners. They succeed because their creators take the time to:

• Define the vision.

• Align the messaging.

• Commit to solving a real problem with meaningful impact.

Conclusion:
If you want to scale your product, this exercise is where you start. Writing a future press release will force you to articulate the “why” behind your product—and that clarity can make all the difference.

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for lifestyle brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#039)

One of the toughest parts of being an entrepreneur is comparing yourself to others—and here’s why that mindset almost held me back.

It’s so easy to fall into the trap of comparison. Whether it’s mentally sizing someone up or genuinely admiring their work, we’ve all been there. But here’s the hard truth: there’s no one-size-fits-all path to success.

And chasing someone else’s version of it? That’s a losing game.

What I Found

Here’s what I discovered while trying to keep up with other founders: Most of them weren’t even defining success the same way I was.

Some were optimizing for money. Others for fame. Some just wanted freedom—the ability to travel, spend more time with family, or work fewer hours. And me? I was chasing something completely different.

The problem? I was comparing my journey to people who weren’t even running the same race.

When I finally realized that, it completely changed my perspective. Success isn’t universal—it’s personal.

Your goals, values, and circumstances shape your unique definition of success. Comparing yourself to someone who’s optimizing for something else will only distract you from what really matters: your own progress.

Here’s how I flipped the script: Instead of asking, "How do I measure up to them?" I started asking, "How do I measure up to my own goals?"

That simple shift changed everything. I stopped trying to play their game and started focusing on mine. That’s where real growth happens.

Here’s the takeaway: Comparison can be a motivator, but only if it’s rooted in aspiration, not imitation.

The Mindset Shift You Need

• Define what success means to you. Is it financial freedom? Flexibility? Impact? Legacy? Get crystal clear.

• Align your goals with your vision of success. Your goals should reflect what you’re actually chasing, not what others are achieving.

• Measure progress against yourself—not against others. Growth is about getting closer to your vision, not someone else’s.

The Takeaway

The only race worth running is the one you’ve set for yourself. Define what success looks like for you, and go all in on that vision. When you stop comparing and start focusing on your goals, you’ll find the clarity and momentum to create something truly remarkable.

TL;DR: Success isn’t universal—it’s personal. Stop comparing yourself to others and focus on defining and chasing your own vision. That’s where real progress begins.

Cheers,

Teddy

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#038)

Every brand I’ve worked with that started with a clear mission has surpassed the million-dollar mark—and every brand that didn’t struggled to stay relevant.

Here’s why your mission statement is the lifeline of your brand.

Taking the time to build your mission

Here’s the problem: Too many brands treat their mission statements like an afterthought.

They throw a few ideas into ChatGPT, slap something onto their website, and call it a day. But the truth is, a mission statement isn’t just something you have—it’s something you build. And the process of building it is where the magic happens.

Why? Because it forces you to:

• Clarify your thoughts.

• Align on your goals.

• Define the legacy you want to leave behind.

Think of it like getting a tattoo. If you had to get a full back tat odds are you wouldn’t pick the design on a whim.

You’d ask yourself:

• What do I want now?

• What will I want later?

• What will still matter when I’m older?

Or you could full send like Ben Affleck:

You can’t make this sh*t up … I mean you can, but I didn’t, this is 100% real ink.

Your mission works the same way. It’s your long-term vision: clear enough to believe in today but flexible enough to grow with you tomorrow.

A Strong Mission Statement Does 3 Things:

1️⃣ Defines the problem you’re solving.

• What gap are you filling? What change are you trying to make?

2️⃣ Sets a promise to your followers.

• What can people expect from you, every single time?

3️⃣ Becomes a benchmark for decisions.

• If a campaign furthers your mission, it’s on brand. If it doesn’t, it’s not.

Create a Culture

This alignment isn’t just theoretical—it’s what creates culture.

Culture isn’t built with a logo or a catchy tagline. It’s built by aligning your products, messaging, and team around a shared belief. That’s what creates momentum and loyalty.

The most successful brands don’t just talk about their missions—they live them. They let customers know what they stand for and ensure their employees embody the lifestyle they’re selling.

The Takeaway

Your mission statement is the foundation of everything. It’s not just about what you say—it’s about what you do.

Personally, I’ve always written a mission statement before even naming the product or brand. It’s the first and most important step.

If you don’t know where to start, ask yourself why you’re starting in the first place. Once you write your mission, it defines your brand—and it’s something you can’t undo.

TL;DR: A mission statement isn’t just a box to check; it’s the foundation of your brand. Build it thoughtfully, align everything around it, and watch your brand thrive.

Cheers,

Teddy

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#037)

Measuring brand equity isn’t about feelings or guesswork—it’s about results. Tangible, measurable results that prove your brand holds weight.

Here are four proven ways to find out if your brand is the real deal:

The Preston Rutherford Model

Turn off all your ad spend. Yep, seriously.

The sales you make with no advertising? That’s the true value of your brand.
If your brand has real equity, people will keep coming back—even when you’re not paying to remind them you exist. No gimmicks, no flashy ads, just trust and loyalty doing the heavy lifting.

Check Preston out here

The Liquid Death Merch Model

• Look at your merch and accessory sales—if they’re not your main revenue stream. (Primary Product)

• The ability to slap your logo on a hoodie, water bottle, or hat and actually sell it is a major indicator of brand power.

Case in point: Liquid Death. The brand reportedly pulls in 10% of its gross revenue from merch sales alone. That’s more than just profit. It’s proof that people want to align with your brand on a personal level.

The Kleenex Model

Has your brand become synonymous with the action it represents?
Think about it:

• "I’m going to grab a Kleenex."

• "Did you bring your Yeti?"

• "Call an Uber."

• "Google it."

If your brand name has become a verb or shorthand for an action, congratulations—you’ve revolutionized your space. You’re not just part of the conversation; you are the conversation.

Organic Branded Search

How many people are searching for your brand name or URL without being prompted?

If people are actively looking for you, you’ve done something that stuck. And that kind of top-of-mind awareness? Priceless.

The Takeaway

Building a brand that matters isn’t about cool logos or catchy slogans. It’s about creating something so undeniable that people can’t help but care.

If your brand passes even one of these tests, you’re on the right track. But if it doesn’t? There’s still time to build something that sticks. Because the ultimate goal isn’t just to sell—it’s to create something people can’t ignore.

TL;DR: Brand equity isn’t a feeling—it’s measurable. From organic search to merch sales, these 4 strategies show how to measure your brand’s true impact.

Cheers,

Teddy

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#036)

I used to think the fastest way to success was to specialize immediately—until I realized that was why I kept hitting roadblocks. Trust me, I was the ambitious 22-year-old who wanted to be a CMO because I thought I had put in the work…

Here’s the truth: You can’t effectively specialize or lead anybody if you don’t understand how all the pieces fit together.

Think about it like this: If you dive straight into a specific skill without learning how the system works, you’re flying blind. Sure, you might measure your own success—but you won’t see how your work impacts the bigger picture.

Generalizing first changes everything.

When you generalize, you gain the knowledge to connect the dots. You learn how different pieces interact, what drives results, and how to navigate challenges. From there, you can pick the part of the process you love most and focus on mastering it.

This is why Chick-fil-A makes every franchise owner fry tenders, work the drive-thru, and mop floors before handing them the keys. They're not being cruel - they're building empathy and understanding from the ground up.

It's also why I make every marketing hotshot spend their first few weeks in customer service. And yes, I've heard every groan and "but I'm a strategist" excuse in the book. But here's the thing: how can you market a solution if you don't understand the problem? How can you sell the dream if you don't know the customer's nightmare? 🤔

In other words, your strategy ain’t sh*t, so I make every employee leave the ego at the door.

When you've walked a mile in every department's shoes, you stop seeing "us vs. them" and start seeing "we." Marketing starts understanding why Sales needs those specific assets. Sales starts to see why marketing assets take time. And everybody starts to understand how their departments can stand alone but can only surpass goals when they’re unified.

The big picture isn't just about seeing the whole puzzle - it's about understanding how each piece fits together. And sometimes, the best view comes from the ground floor. 💡

Specialization is how you scale, but generalization is why you succeed.

• Generalizing gives you perspective. You understand the entire system and how it works.

• Specializing gives you focus. You can double down on the area where you excel.

And when you combine the two? That’s when you dominate.

Picture it like playing chess. If you only understand how one piece moves, you’ll always lose to someone who sees the whole board. But if you master the game as a generalist, you’ll know exactly when to lean into the strength of a specific piece.

The Takeaway

Don’t rush into the specialist phase. Generalizing first gives you the foundation to make smarter, more strategic moves later on.

Success isn’t just about doing one thing really well—it’s about knowing how that one thing moves the needle for everything else. So, take the time to see the whole game board before choosing your piece. When you do, you’ll build a foundation that allows you to specialize with purpose and dominate with confidence.

TL;DR: Generalization builds perspective; specialization drives focus. Combine the two, and you’ll unlock your full potential.

Cheers,

Teddy

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.

Marketing Shenanigans (#035)

Starting a business takes patience—and let’s be real, that’s why most people never make it.

The Harsh Truth About Building a Brand

Here’s something a mentor told me that stuck: “It takes five years to become an overnight success.”

It’s true. The feedback loop for building a business is excruciatingly long. You’ll spend years providing value to a small, loyal group before seeing that growth multiply.

And to make it harder?

• More people will mock you than support you.

• You’ll wonder if it’s worth it.

Meanwhile, everything else in life is on-demand:

• Post on Instagram? Instant engagement.

• Hungry? DoorDash in 30 minutes.

• Want something? Amazon has it at your doorstep tomorrow.

We’ve become addicted to instant results—and that mindset can sabotage your long-term goals.

The Commitment Gap

Here’s the truth: if you map out a plan, you’ll realize the road is longer than you want it to be. That’s why most people quit.

Why? Because commitment comes with sacrifice. It means giving up:

⌚️ Time (say goodbye to lazy weekends).

💵 Money (you’ll learn to stretch every dollar).

🛏 Comfort (and maybe even the support of your current circle).

But the reward? It’s unmatched.

It’s not just about success—it’s about building the discipline to handle the everyday grind. That’s where real freedom comes from: owning your time, your choices, and your future.

Think about it. Gus Fring didn’t start his empire overnight!

The Takeaway

Greatness doesn’t come from instant wins—it comes from mastering delayed gratification.

• Commit to the process.

• Stay disciplined.

• Build something meaningful.

The results will blow you away—just give it time.

TL;DR: Building a business takes patience. You won’t see instant results, but commitment and discipline will always take you further than chasing quick wins.

Talk soon,

Teddy

Teddy Giard

Teddy Giard, CEO of Giard & Co.

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for lifestyle brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.