1/ I’ve always believed that entrepreneurs should *build their brand through the lens of their customers.* Most founders do the exact opposite.

2/ The natural instinct is to want to immediately come out and tell the world why their company and product is so great. “Look at all of these amazing features. We’re so innovative.” Yada yada. No one cares :)

3/ Instead, I’ve founded it far more powerful to empower your customers to tell *their* stories. To share their hopes, ambitions and accomplishments. Of course, with your product/service playing a small supporting role in their success.

4/ If you’ve captured these stories authentically - your customers will be far more inclined to share them with *their* audience. This is magic. Ultimately, brands are built on trust - not infomercials. So build your brand through the lens of your customers!