An idea turns into a prototype, a prototype turns into a venture, a venture turns into a business that becomes a well-oiled machine, which at some point spreads its wings and becomes something bigger than those who created it in the first place. We often find ourselves serving the business, working to feed it, and forgetting the original and authentic place we started from. And then there are the unexpected side effects we can’t always anticipate. Growing is key, but how do we stay loyal to our brand?

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If Your Brand Died Tomorrow, What Kind of Eulogy Would It Get?

One of the questions I tend to ask my customers at the start of every shared work process is, what is the story behind the business? If the business was a real person, who would they be? How would they act? What would they find important in life? What would make them unique or different? Who are the customers? What do they lack? What drives them?

Most customers begin answering with slogans that serve no one: professionalism, agility, innovation, fast response, competitive pricing, and so on. …


One of the most important questions any business or brand must ask itself is, “Who are my customers?” Who are those people who will value what I have to offer and be willing to pay the price I determined my product or service to be worth? Without defining who these customers are, we leave our customer acquisition up to chance instead of making it systematic.

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When Gary Vaynerchuk finished his lecture on social media marketing in front of 400 people, rather than thanking the audience and heading home, he announced an immediate auction for a private business consultation with him, with all proceeds going to charity.

Vaynerchuk explained to his audience that the last time he gave a private consultation, he introduced his customer to his own personal network of contacts, and the customer ended up making 50,000 dollars in under 30 days. …


It isn’t always clear that we have something interesting and original to say that will make someone take a break from whatever they’re doing and actually read it. It’s particularly common when we’re at the start of our journey, while still nurturing our brand identity that is not yet fully formed.

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“Either write something worth reading or do something worth writing about.”

Do you agree with Benjamin Franklin? Of course, you do. Nevertheless, we can’t always be certain that our content lives up to one of these two criteria.

I meet many business owners who desperately want to have a presence on social media but are scared of it. They know they have to do it since that’s where their audience is and that’s where they’ll find opportunities for growth, yet they are reluctant to put themselves out there. “It’s embarrassing,” they tell me. “It’s spam. It won’t interest anybody. …


The world is made up of two types of people: those with a natural and obvious talent in a certain field — one they seem almost to have been born with — and those who are more or less reasonably good in several different fields but don’t really excel in a specific one. If they do decide to focus on something specific, they’d have to train hard and practice relentlessly in order to excel at it. Which type best describes you?

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Professor John Hayes of Carnegie Mellon University in Pennsylvania has researched the training, practice, and knowledge of people who excel in their fields, such as Mozart and Picasso. He wanted to determine how long it took them to reach their world-class level of skill and expertise. He surveyed several notable composers and analyzed musical pieces composed between the years 1685 and 1900 in order to make a list of the 500 most often played musical pieces by symphony orchestras around the world, all of which are now considered masterpieces. The 500 pieces were composed by 76 composers in total.

Professor…

Terry Farber Eliasaf

Strategic and growth-focused CMO services, with over 15 years of marketing experience in B2B, B2C. Consultant and lecturer.

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