Companies should be "personal brands first"

I have 4 updates for you this week.

1. On my mind

“Brands should double down on building personal brands inside their companies.

Not just encourage their people to be visible, but be "personal brands first".

People want to hear from people more than brands.
Brands benefit from being associated with a person.

All top TikTok accounts are personalities. Not cat videos.

Tesla does $0 in advertising, and Elon has 50M+ followers.

100x more people would sign up for Dave Gerhardt's Youtube channel than Privy's.

People want to watch Gordon Ramsey, not just a cooking show.

Agencies, in particular, would benefit from this as they get hired for their expertise. I want to hire the best expert, not "Starlight marketing" (or whatever).

Most agencies would get 10x the results by promoting their personal brands rather than their company.

Many B2B SaaS brands have their founder(s) as strong brands (Dharmesh Shah or David Cancel) or sometimes key executives (Tim Soulo or Udi Ledergor). Can't deny the positive role those personal brands play in the results. It further contributes to awareness, loyalty, fandom.

In a way, that's a lot like pro sports. There's the team brand and the athlete.

Pro teams can build the brand of athletes, cash in on merchandising their brand. And top athletes can further build the brands of the teams.”

- Peep 

2. New on the blog

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The Definitive Guide to Video Prospecting

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3. Become radically different

Everyone says that differentiation is important to win in business, but how do you actually go about standing out? 

We’re thrilled to announce our new course, Radical differentiation, has just launched. 

This course will teach you the timeless principles of business, psychology, and marketing to help you create a business that stands out. 

Check out the full curriculum here

4. The Big Website Optimization Ideas Webinar

When it comes to creating tests, those grounded in user research and data will triumph over "best practices" blindly applied. That said, there are concepts rooted in UX and psychology that can help you to answer specific user problems or needs.

Join Guy Yalif, CEO of Intellimize, and Ben Labay, Managing Director of Speero, as they discuss some of these ideas and concepts, to inspire your next test design.

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