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Do want to build a brand? Go sell some software. 

Want to improve your brand perception? Go sell some software. 

Want to have a distinctive brand visual territory? Go sell some software. 



141 reads


The Branding Mirage for Startups

Branding is a potential marketing rathole for startups, particularly early-stage ones. Startups who prioritise branding are putting the cart before the horse. Focus should be on product and business first - the real work to prove product-market-fit.

Branding comes after PMF. "You don’t ...


151 reads

6 elements of Branding

6 elements of Branding

Branding may seem a hairy topic but it can be broken down into: 

  • Brand targetingWho Do We Sell To?
  • Brand promiseWhy Do They Buy From Our Company?
  • Brand positioningWhy Do They Buy Our Product?...


121 reads

Brand Positioning for Startups

Positioning comes down to answering one of two questions:

  1. Why buy one? (Benefit oriented)
  2. Why buy yours? (Differentiation oriented)

Startups who are alone in defining their category need to focus on the first question. Those in crow...


93 reads

Brand Targeting for Startups

This is brandspeak for figuring out who you’re selling to.  Think STP (segment, target, position).

  • Figure out a mechanism to segment the market — e.g., by company size, by vertical industry, by adjacent systems
  • Target one or more of those segme...


101 reads

Brand promises for Startups

The high-level expression of why someone should buy from your company, often more simply known as the value proposition. For tech startups they tend to fall into a few patterns:

  • We are you (e.g., Mosaic, we built it for ourselves at Palantir).
  • We fixed it. We took ...


106 reads




Life-long learner. Passionate about leadership, entrepreneurship, philosophy, Buddhism & SF. Founder @deepstash.

Focusing on the logo and brand values before having a business is like putting the cart before the horse.

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Making a good habit stick requires:

Making a good habit stick requires:

  1. Knowing the basics about how habits form and how they work
  2. Adjusting your perception about the habit you want to build - If the habit seems impossible, then it will feel harder
  3. Planning for when things go wrong

We take our Software Excellence pillar a step further in that not just do we want to be excellent in delivering software, we also want to improve the software industry as a whole. This is why so many ThoughtWorkers talk and write publicly about how we do things and what we've learned.

Brand name products

Brand name products

You don’t have to spend money on the big brand names.

Your local grocery or drug store might have a store brand or sell a generic version. In most cases, the ingredients are pretty much identical.


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