Most marketing is vanity marketing.
Build credibility instead.

A rebrand is exciting, SEO stats are reassuring, and a clever heading never fails to feel good. But without credibility, none of that matters.

(Despite what agency shills and marketing bros might say on LinkedIn)

You could have the best product in the world, but if no-one trusts you can deliver, you’re shouting into the void. This is called the credibility multiplier, and it looks like this:

And it works both ways. The best product with no credibility probably means failure, but a sub-par product with _huge_ amounts of credibility almost always means success (looking at you, Microsoft Windows).

This blog, and the accompanying newsletter, is all about this formula. And about how you can raise your credibility to grow your business.