You and your self doubt

Author

Dan Pope
April 13, 2023

How are ya?

Me?

King-Kong Stressed.

One of THOSE week’s

Stress swimming through my body like octopus tentacles, squeezing my bones with electric anxiety.

Listening to Mr. Blue Sky by E.L.O to keep the Wolf at the Door

Starter Course: You and Your self doubt

Coorrr… what a lovely, nice up lifting way to start

Soz, but this week, my inner critic has been a right little fucker.

He/She/ThatThing is a pugnacious, mendacious little thug roaming around noggin’

“You’re not good enough”

“You’re podcast is a pile of shit”

“You’re never going to get anywhere”

It’s like having a permanent WHOOP-wearing-Wally Cross fitter from Clapham in my head. #Jarring

Ben Branson, founder of Seedlip taught me: “Being Your Own Worst Critic is truly freeing”

All founders I’ve interviewed have a relentlessly harsh internal critic.

How to be kind to yourself:

1. Perfection is a Curse - no idea who said it

Perfection is a curse - a mirage miles, miles, miles, miles away in the distance - you’ll never get there.

**Unless it’s McDonalds Drive Thru Wandsworth at 1.14am

2. Outwork your self-doubt - Chris Williams

Action. Action. Action - outwork yourself doubt.

3. Enlightenment is Freedom of Thoughts - Naval Ravikant

**Said no one ever at McDonalds at M4 service station post-Glasto

4. Sometimes Good Enough is Good Enough - Amelia Christie Miller

5. Self Doubt keeps your Ego in check, staying doubtful keeps you on your toes - nabbed and bastardised from the Kanye West documentary.

Main Course: Brand Awareness is SO overrated

🧈 WHY CHALLENGER FOOD AND DRINK BRANDS MUST STOP FOCUSING ON BRAND AWARENESS - LESSONS FROM FORMULA ONE AND YEO VALLEY🧈

Brand Awareness is SO overrated.

Everyone focuses on Brand Awareness, ignoring Brand Depth.

Brand Awareness: penetrates consumers' EYES.

Brand Depth: penetrates consumers' HEARTS.

For years,

Formula One spent money on Brand Awareness (adverts, billboards, events) with incremental growth.

Everything changed when they focused on Brand Depth.

Drive to Survive on Netflix.

Added lashings of personality, story telling and human connection.

Toto or Horner. Hamilton or Verstappen.

F1 is no longer high-octane cars hurtling around a glitzy-ego drenched track.

It’s a STORY.

In 2021, post Drive to Survive, F1 viewership increased 53% to 931,000.

Why?

Humans crave stories and love to SHARE them.

Challenger brands must focus on Brand Depth, too.

Because every other brand focuses on Brand Awareness (more paid social ads - Zzzzz)

Yeo Valley Organic are the ABSOLUTE DONS.

Yeokens.

Redeemable tokens, are available on each yoghurt or milk pack.

Yeokens unlock free hotel stays, annual passes to their Organic garden, days out with kids, donate to charities, free products.

Yeokens allow consumers to

  1. FEEL A DEEP CONNECTION

  2. SPREAD MEMORABLE STORIES.

Short term Drive: Brand Awareness.

Long term Survive: Brand Depth.

Dessert: Quote I’m loving - SERENDIPITY OVER STRATEGY

NEW’S FLASH!!

“Fiona Bruce News at 10 here, so awfully sorry, BBC viewers, just let off a cheeky guff - must’ve been that tuna jacket potato in the staff canteen”

“On tonights News: Serendipity>Strategy.”

Challenger brands don’t need a plan.

Plans suffocate serendipity those gorgeous, spring-like moments of flourishing and blossoming magic.

Free yourself to go left, then right.

Give yourself permission to go off piste.

Give yourself permission to fuck about.

After all, you’re a challenger brand.

The Lights, Camera, Call-to-Action bit

If you enjoy the podcast or Newsletter - don’t be frigid, please forward to just ONE friend today to make my Day

THANK YOUUUUUUUUUUUU

p.s

Absolutely no need to read this bit…

but please feel free to check out our wonderful sponsors… they’ll help you scale your brand with less stress

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