What you protect defines what you build.

Having a point of view sounds simple. Living it takes discipline.

Conviction shows up in small, everyday choices - the ones that prove what your brand protects.

Here’s how to practice it.

1. Protect your edges.

   When something feels “too much,” that’s usually what makes you distinct. Keep it. The market rewards courage, not neutrality. Cotopaxi’s bright, clashing colors weren’t a design gimmick. They came from using recycled fabric that other brands threw away. What began as a limitation became their signature. That choice made the brand unmistakable and meaningful.

2. Choose friction over approval.

   Mixed feedback means you’ve made people feel something. That’s movement. Don’t rush to make it palatable. Keep the tension long enough to learn what it’s teaching you.

3. Define what’s non-negotiable.

   List three things your brand won’t compromise on: how you show up, what you deliver, or what you say no to. Use them as filters for every big decision.

Conviction builds trust through consistency. People believe what they can rely on. When your stance shifts with every opinion, your brand loses its footing and becomes forgettable.

Reflections to work through:

Where are you softening ideas to be liked?

Which decisions feel uncomfortable but right?

What belief would you defend even if it limited your reach?

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.