Billie Eilish is an 18-year old pop star who’s grown a 52.9 million fan base within 4 short years.
I think Billie’s the perfect case study of what to do when creating a new brand, especially if you’re launching your small business in current times.
Between 2017 and 2018, Billie Eilish’s Instagram audience grew from 257K to 6.3 million. At the time of this piece, she’s now at 52.9 million followers.
In my opinion, her insane audience growth is a result of branding that you’re either mesmerized by or absolutely loathe. She’s polarizing, and it works.
Below are three ways…
Why ‘find a co-founder’, ‘you need investors to go big’, ‘tell everyone you know about your business’ is some of the worst advice to receive as an entrepreneur.
There’s no bigger receiver of unsolicited advice than a new entrepreneur. For some reason, when you tell someone that you’re starting a business, it’s their cue to coach you on topics they have no business coaching you on.
My favorite nugget of wisdom — get a celebrity spokesperson, that’ll really change your business. Cool. Ping me when you make that Ryan Reynolds connection happen.
The barrage of unhelpful advice is abundant —…
Pricing is a living being to me. It is an important organ of my business that acts as a pulse and sherpa of its future. It’s tempting to touch your prices when you’re rapidly evolving as a business, but repeat customers aren’t down for a brand with prices that change on them every few months.
Changing your prices frequently give your customers whiplash, so you have to find a way to still make the financials work while keeping your sticker prices steady.
The key to meeting your desired numbers without constantly changing your customer-facing sticker prices is by:
In the thick of Bezos in space and thanking his overworked employees for making it possible, I’ve been thinking a lot about the ethical backbone of these businesses we build.
We can all see through it when a business is performative about their ethics — they proudly promote their giveback program, but treat their employees like garbage on the down low.
Values and ethics are stitched into the central heart of a brand’s reputation now and it matters, a lot. As it has crystallized how ugly a business without a value system can be, it has made it essential to…
It’s hard enough to make new friends as an adult. It’s even harder to network and not feel grumpy about it — networking can feel like investing a whole lotta time for a whole lotta nothing, or that it’s hard to make promising relationships stick.
As a self-proclaimed grumpy businessperson who has gone to too many networking events and coffee meetings for one lifetime, I look at networking really differently now after doing it for 14 years.
With no time, attention, or patience to waste, filtering my networking for quality returns has been paramount to my sanity. …
Do you ever feel like politeness betrays you and your business?
There are old school business expectations that are outdated, or simply don’t feel right to follow as business owners with limited time, energy, and patience.
“The customer is always right” and not saying no to avoid tension are a few of the ways we’re expected to be uber polite in order to exercise “good business” vibes.
These expectations are confusing and are a source of conflict when our circumstances prove that these pleasantries aren’t working for our business.
Social norms give us guidance and structure, but when they are…
You have a lot to prove when you’re a rookie brand.
The feelings are very similar to walking into a new high school as the new kid in town — you’re either seen as fresh meat, a threat, or the new face everyone is going to crush on. People want to know if you’re cool, what’s unique about you, and what your personality is like. As a rookie brand, you’re valued for your fresh energy, voice, and any innovation you bring to the table.
When you’re a veteran brand, you’re valued for your wisdom, and the consistency you deliver through…
TWhen I work with entrepreneurs on their sales, I spend a lot of time undoing some of the sales myths they’ve adopted as truths (that are leading them astray).
These myths are pieced together by advice from very notable and successful marketing gurus. They’re real and solid advice, but they tend to dish out must-do’s without nuance.
Sure, TikTok is really awesome for content creators, but requires complex strategy if you use it as a product or service business.
Yes, email marketing is a great conversion platform, but if you write bad emails, you might as well not do it.
When you constantly create content on a weekly basis for your business, uninspiration, burn-out, and fatigue are bound to hit.
When you’re not feeling jazzed to create much of anything, you fight the slog of ideating during a creative fog while feeling the pressure to hit your deadlines.
I know that it’s generally looked down on to force creativity, but the more I lose myself in an uncreative spiral, the more money I lose. And as someone who sells at hourly rates, wasting time is the equivalent of putting a lighter to my hard-earned cash. …
I hear a lot of outrageous business ideas — some of them don’t go anywhere, and some of them to my surprise, end up becoming booming businesses.
The more I’ve been exposed to sleeper hits and unexpected successes, I’m reminded time and time again the power of appealing to GAPS:
Gap, Aspiration, Potent Pain, & Story
Your business idea can be a generous heaping pile of garbage, but if you’ve brilliantly wrapped it in an emotionally moving variation of GAPS, you can sell anything to pretty much anyone.
Here’s what GAPS is all about when you apply it to your…