🗳️ Words With Teeth (and Why Your Brand Needs Them)
Hey Reader,
I’m on the Board of Trustees for the Fort Vancouver Regional Library District, and lately I’ve been putting in extra hours on the Next Chapter Advisory Committee for strategic and facilities planning. Yes, it’s important work, but terribly dry. Also… it’s a masterclass in how the public reads you. People notice everything you think is invisible.
Case in point: one word — equitable — turned into a full-tilt tug-of-war. This very large committee of community reps, fellow board members, and library staff has been meeting for months to get to this point. When we finally got the new draft statements, we debated nuance, context, and optics for two intense hours without a break. It was a dopamine buzzkill and a gift... because it reminded me (again) of the truth I teach in the studio every week: you will not please everyone with your mission, vision, and values. You’re not supposed to. Clarity creates friction. Friction creates loyalty.
On the small-business level, this is the whole game. Your brand doesn’t magically form a persona just because you exist. It’s iterative work. Edits. Choices. And no, you don’t want everyone to clap. You want your people to feel claimed while the rest of the crowd politely finds the exit.
You’ve probably noticed me turning up the heat lately — getting louder about values and boundaries around here. Not all at once, though. I’m serving you a multi-course meal, presented in stages so you can enjoy every bite. That’s intentional. The results? More replies with actual enthusiasm… and a few unsubscribes from long-time lurkers. Beautiful. That’s data I want to see. That’s momentum. I want that for you.
But wait! There's more! This week’s election rabbit hole took me deep into Zohran Mamdani’s campaign strategy. Forget the vibe breakdowns and color theory of his branding package (gorgeous, obviously). Instead, look at the craft: clear, kitchen-table language; values first; policies that translate into memes people actually remember. He didn’t flatten nuance — he made it legible. That’s the job: meeting your people where they are and making them feel seen.
So… do words matter? Hell yes. In my public service, I watched a room full of well-meaning folks contort language to avoid backlash. I’ve watched founders do the same in their marketing — sanding off edges until nothing means anything. Meanwhile, Mamdani’s team proved the opposite: say the thing, in the language your people speak, with receipts. That’s how attention becomes action.
Here’s your uncomfortable mirror: how often do you tuck your values behind “professionalism” because you don’t want to deal with the comments, the DMs, or that cousin at Thanksgiving? (Which, by the way, is stalking us all like a B-list horror villain right now. And given the state of airline cancellations, you might not make it there anyway. A mixed blessing, really.)
You’re going to deal with other people’s discomfort. You can’t pretend it’s not happening anymore.
Everything is political. Your business? Definitely political. Always has been. The question isn’t whether you “go there.” The question is whether people can tell where you stand — without needing a decoder ring.
Want a practical next move? Start today by giving your words some teeth:
- Say who you’re for… and who you’re not. (Yes, out loud.)
- Trade brand oatmeal for campfire truth-telling — short, specific, human.
- Pick one offer, one stance, one promise you’re willing to be known for, and say it weekly. (Repetition builds trust. Also reach.)
If it helps to tag me on Instagram for a little moral support, go right ahead. I’ll be there cheering you on while you stumble through the messy middle. Which, btw, is the part everyone skips when they talk about “authenticity.” This is the work.
And because pep talks without tools are just noise, grab the Star Power Starter Pack. It’ll help you locate your feral-honest voice so your best clients find you faster and say yes sooner. It’s not world peace, so don't treat it like that. Remember it's a freebie... it’s been built as a sharp starting point. Use it wisely.
So while you watch other people forget to connect the dots between their political enthusiasm and their brand values, remember this: you don’t need to light your brand on fire. You just need to build a cleaner flame and keep feeding it. Your people are already paying attention — but with this much noise, they’ll only stick around if you give them something worth coming back to.
P.S. Look, I’m not shouting from the mountaintop here. I’m very much slogging up it with you. These are literally the same muscles I’m working right now in my own brand. If you need proof, here’s what my current homework looks like for my new business baby, Sasquatch Media Grounds:
- Who I’m for: Creators and founders who actually give a flying fuck about craft, ethics, and originality. People who want their marketing content to sound like truth, not noise.
- Who I’m not for: Algorithm chasers, “AI is cheating” pearl-clutchers, and anyone who still thinks Millennial-beige branding equals professionalism. (You will hate me. That’s fine.💅)
- What I’m saying on repeat: Don’t be boring. Your voice is your value. AI won’t replace you if you’re already irreplaceable.
If you want to see how this plays out in real life (not just in a newsletter) go watch me practice what I preach in You, Me, & ChatGPT on YouTube. It’s a front-row seat to how I use AI to build my humanity into every system, not strip it out.
Gossip From the Creator Trenches...
🧩 Canva vs. Adobe: The Plot Thickens
Canva just bought Affinity and announced “free forever” photo editing, vector tools, and page layouts. Cool, right? Sure... but remember, when a SaaS says “free,” you’re the product. Some pro designers say that’s reason enough to stay loyal to Adobe (think: Photoshop). Either way, Adobe’s now got a serious retention problem on its hands.
🔗 Learn more here
🎧 $5K for College Podcasters
Got a college student in your life? NPR’s annual College Podcast Challenge is open and the winner pockets $5,000. It’s the kind of project that turns “extra credit” into real-world skill-building. Audio storytelling is no longer niche; it’s literacy.
🔗 Get the deets here
🔐 The Louvre, Bad Passwords, and Hot Thieves
Paris’s most famous museum just got robbed of it's dignity (again) and honestly, the mugshots alone are art. The real headline? Even world-class institutions forget basic digital hygiene. If “123456789” is still your go-to password, consider this your friendly (and Mercury retrograde-approved) reminder to change it.
🔗 Instantly feel smarter after reading this
☕ Creatives, Connection, and Coffee
Because snacks are important when you're breaking the ice...
Megan Eckman and I hosted another invite-only networking party at Sasquatch Media Grounds — this round for local creatives. December’s already in motion with new invites for those involved in social good enterprises (are we becoming Vancouver’s unofficial economic matchmakers??).
Let it be said: what you do matters, especially in the small ways. I called it last year on a biz bestie YouTube chat with Tonya Kubo — private, invite-only spaces are becoming the most powerful growth engines out there. With social media reach tanking and paid traffic turning into a money pit, it’s time to come back to the truth we all forget when the algorithms get loud: business is people.
Meet the latest group here.
☃️ Winter Is Coming...
Ready for a winter rebellion?
The CEO Summer Rebellion was a hit — we read books for fun, rediscovered our brand voices, and remembered our big “why.” So we’re doing it again, holiday edition style. The CEO Winter Rebellion kicks off December 1st and runs through New Year’s Eve, with winners announced on New Year’s Day to ring in 2026 with a bang.
This round is all about podcasts and YouTube — perfect for the season of long drives, kitchen chaos, and cozy binge sessions by the tree. Just like before, everyone will get the full participant content list at the end, which means free market research for you.
Now, let’s talk prizes — because that’s where you come in. Sponsors get bonus visibility while making someone’s season brighter. Here’s how it works:
- Offer at least one giveaway item (digital or physical — your choice).
- You handle delivery: ship it, or send the link.
- Connect directly with your newest fans.
It’s low lift, high fun, and all about community.
🎁 Want to become a giveaway sponsor?
Fill out this form and I’ll follow up within 1–2 business days to get you set up for success.
Early opt-in for the challenge is at the end of this newsletter… because we’re closing the year with rebellion, joy, and a few presents under the tree.
Business Tarot + Astrology
Mercury’s retrograde — but it’s not the chaos you’re expecting.
This one’s a clean-out. A healing cycle. A “let’s finally get honest about who belongs where” kind of retrograde. The skies and our Tarot spread this week are serving grounded confidence, emotional detox, and serious boundary clarity.
The overarching message: it’s time to conserve your energy and pour from your cup wisely. The cups are reversed for a reason.
👉 Catch the free preview and hear why this Mercury retrograde might be the most healing one you’ve had yet — then unlock the full private podcast for $7/month. Tap to hear the excerpt ⤵️
Want the whole thing?
Click here & go ⤵️
Let's Hang Out
There are some shows in production at Sasquatch Media Grounds and when I post BTS content, you won't want to miss it! Follow the studio on Instagram and stay in the loop.
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Participate + Join In
Forget business books. This December, we’re bingeing podcasts and YouTube for actual inspiration and getting rewarded for it.
Every episode you consume = a raffle ticket for prizes (yes, even the ones you DNF because taste is subjective and time is precious). Think of it as market research for your soul… and your brand.
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