There is no "glory" in being the cheapest.

When you compete on price, you attract the most difficult customers and the thinnest margins. It’s a stressful way to run a business and an impossible way to scale.

If you’re talking to everyone, you’re talking to no one.

The biggest mistake we see new brands make is "Platform FOMO." They see a competitor on TikTok and think they need to be there, too—without realising their target demographic is actually on LinkedIn or checking their email.

Start selling the package, not just the parts. No one buys an Ikea flat pack for its little pack of screws. They want the whole damn thing. Sell the feeling of pride - in this case, the feeling of success in assembling your new side table.

Is your brand an attractor or a barrier? You are the architect. Most brands don't fail because they have a bad product. They fail because they have a "muddled" identity.

Is your brand constantly “trying new things? We may have a bit of a problem. If your LinkedIn looks like a tech startup, but your website looks like a boutique hotel, and your emails sound like a corporate law firm - you don’t have a brand. You have a collection of assets.

Good aesthetics doesn't always equal good results. 
In a sea of "Instagrammable" brands, it’s easy to get lost in the look and feel and what you actually takes a back seat.