Mobilize.

Breaking a rule is the spark. If it ends there, nothing changes.

Many brands overload their story with features, benefits, and buzzwords. It slows people down instead of moving them. I see it often. Founders craft their brand story with their own priorities instead of the cues their audience needs.

Without a pulse on culture and fit, the brand drifts from the people it’s meant to reach.

The goal is simple: ignite action.

Try the three F’s to keep your brand sharp enough to move people:

Focus: Be specific about who you serve. The clearer you are, the more someone feels, “this is for me.”

Filter: Decide what doesn’t belong in your funnel. Every extra offer, audience, or message weakens the stance you’re trying to build. Filtering is how you protect focus and keep your brand moving in one clear direction.

Frame: Set your stance in the right context. Duolingo framed learning as memes and chaos. Nike frames sport as personal triumph, not just performance. Context is what gets people off the sidelines.

Reflections to work through:

Which part of my message sparks action?

What stance deserves all the oxygen?

How am I framing it so people carry it forward without me?

Want to chat through these questions? Let’s talk

Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.