Stop obsessing over how your customers see you.

Jun 19, 2025 Watch on YouTube

Most teams try to reverse-engineer their brand from the outside in—endless customer research, message testing, social listening—then wonder why nothing sticks. The truth is, durab…

Most teams try to reverse-engineer their brand from the outside in—endless customer research, message testing, social listening—then wonder why nothing sticks. The truth is, durable positioning starts on the inside. When you have a sharp internal vision, it shows up everywhere: the way you answer emails, run calls, hold meetings, and make decisions. Culture forms around it. Processes reinforce it. Clients only recognize the value you consistently project, and if your self-image is muddy, their perception will be too.

Marketing isn’t a decorative layer you bolt on at the end. It’s structural. It’s the footing the whole company rests on. Get clear about who you are, what you stand for, who you’re for, and how you win—then document it so your entire team can row in the same direction. That’s how you create a confident stance in the market that doesn’t wobble every time the wind changes.

If your story feels fuzzy and you want help locking it in, send me a note and we’ll get your stance crystal-clear.

I'm James Archer.This is why firms hire me.

3 decades in marketing 20+ years in the C-suite Hundreds of firms advised

I know how to do this in the real world:

  • I’ve spent 20+ years in C-level positions
  • I ran a successful marketing agency for 12 years
  • I’ve helped 100s of businesses from startups to Fortune 500s
  • My work’s been featured in The New York Times, Inc. Magazine, Fast Company, and Entrepreneur.
  • I’ve delivered over 100 speaking engagements and written countless articles on these strategies.