29/07/2026
Meet Jill
…She’s awesome at what she does. But each day she roams the internet looking for ways to talk about her awesomeness because she doesn’t have a voice. To a trained ear, nothing she says truly sounds like her. If I were to guess, she has a knack for filtering thoughts and ideas through humanGPT, and aggregating them. But it doesn’t quite translate on the other side as someone with their own idea.
Her fans lap it up because she’s popular. Her hundreds, sometimes thousands, of likes and comments make her feel productive. But the question still begs: what are you trying to say about your pov?
From sharing information to listing what the business includes, she does her best to explain what she does and communicate the crossover, but she can’t seem to shake feeling like a service provider. People listen or read the information she shares but never act on anything specific.
Upon closer inspection, is your big idea just a revolving door of thoughts and ideas influenced by what someone in your industry is doing?
Most service providers make that mistake of overlooking what their ideal client values because they don’t know how to spot opportunity.
With only 1 customer under his belt, the owner of Cru Nonpareil also couldn't express any real vision for his branding project. I had to guide him to help him set the right foundation for what would become his business and his brand's voice. Today, his loyal followers and devoted clients dubbed him “Trinidad and Tobago’s first luxury brand.” A shoe that fits, if you ask me!
My point here is that where there is no vision, the objective gets watered down to what someone else is doing, playing someone else's game. Letting anyone in, and working with any ole body, and somehow calling it positioning and differentiation.
So if the goal isn’t to get attention without being known for anything specific, don't be a Jill…or a Jack.🥴
**knbullstory