For over two decades, I’ve taught that positioning is not what you say, it’s who you become. It’s not messaging. It’s not brand. It’s not storytelling. It’s the gravitational core of your business. The noun you own. The mental territory you occupy. The identity you help your customer step into. Now, along comes Chase Hughes,…

Canadian banks face a problem that balance sheets can’t solve. They hold the deposits, own the charters, and pass every stress test. Yet when you ask customers what each bank stands for, you get the same tired words: trust, convenience, innovation. Every player claims the same concepts. Nobody owns anything distinctive in the mind. This…

This article builds on the first one. EQ Bank began in 2016 as a low-cost deposit engine for its parent, Equitable Bank. High rates, no branches, clean app, good funding for the mortgage book, job done. Seven years later, the playbook feels crowded. Neo Financial, Tangerine, and even credit unions now copy the same perks.…

Most brands chase the wrong thing. They spend millions on awareness campaigns and wonder why sales stay flat. Then, they pivot to relevance. “We need to be more relevant to Gen Z!” Still, nothing moves. Here’s what they miss: Awareness and relevance are Level 1-2 games. Ownership is Level 3-4. And your mammalian brain (the…

Introduction Why I wrote thisToo many leadership teams keep changing logos, websites, and campaigns yet feel stuck in the same competitive mud. I see wasted budgets, confused employees, and customers who shrug. The fault isn’t creativity. It’s a missing bridge between inside decisions and outside perception. I wrote this guide to build that bridge. Who…