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How Savvy Founders Source Top-Notch Supplies Without Burning Cash
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The Only Question That Builds a Legacy (While Everyone Else is Still Stuck Building a Website)
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Why Smart Brands Never Sell—They Storytell (And Here’s How You Do It Right)
IntheAmericanfoodlandscape,aquietbutpowerfulshiftisunderway.Thespotlightis movingawayfrommass-producedubiquityandtowardproductswithasenseofplace,a clearpurpose,andanhoneststory.Prominenceisnolongeraboutbeingthebiggest,but aboutbeingthemostmeaningful.It’saboutleaderswhounderstandthattherichestflavorsarebornfrom deeprespect—fortheland,forthecraft,andfortheconsumer.Itisthisthoughtful,intentionalapproach tofoodandbeveragethatweexploreinourannualissue,“The10MostProminentFoodand BeverageLeadersinUSAfor2025.”
Ourcoverstory,GiulioZavoltaofOlivaia’sOLA,istheembodimentofthismovement.Anarchitectby training,henowapplieshisprinciplesofdesignandintegritytoalivingmedium:ahistoricCalifornia oliveorchard.Heislessafarmerandmoreasteward,acustodianofcentury-oldtrees,includingsome soraretheyremainageneticmystery Thisisn’tjustacharmingbackstory;it’stheverysourceofhis product’sdistinction.Inanindustryoftenplaguedbyshortcuts,Giulio’scommitmenttoameticulous, small-batch,hand-harvestedprocessisaradicalact.It’sadeclarationthatqualitycannotberushed. Winninga‘BestofShow’awardinhisfirstyearisn’tasurprise;it’stheinevitableresultofaprocess whereeverysingledetailishonored.Heisn’tsellingoliveoil;he’sofferingadirectconnectiontoa uniquepieceofCaliforniaterroir.
Thisissuealsorecognizesotherleaderswho,intheirowndistinctways,areshapingthefutureofthe industry WehighlighttheglobalculinaryvisionofMickeyQuahatAsianMeals,thestandardof excellenceinhospitalitysetbyAlessandroVeneziaatBelcanto,andtheoperationalleadershipof AdamHovermaleatICIFoods,provingthatprominencecomesinmanyforms.
Theleadersinthesepagesshareacommonunderstanding:themostresonantproductsarethosethatare authenticfromthegroundup.Theyremindusthatwhatweeatismorethansustenance;it’sastory.And theyare,withoutadoubt,tellingthemostcompellingstoriesintheindustrytoday.
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Co-Founder’s of Olivaia’s OLA Giulio Zavolta & Rachelle Bross
Cover Story
Closeyoureyesforamomentandimaginethe
scentofwarmearth,thesilver-green shimmerofleavesintheCaliforniasun,and thequietdignityofolivetreesthathave weatheredmorethanacentury.Now,imaginethetasteof anoliveoilsovibrant,soalive,itseemstocarryallthat history,allthatsunshine,inasingle,luminousdrop.This istheexperienceGiulioZavolta, withthreedegreesin architectureandasadevotedcustodianofthelandby calling,isbottlingatOlivaia’sOLA
WhenGiuliospeaksabouthistransitionfromtheworld ofbuildingstotheworldofolivetrees,hisvoicesoftens.
“The beauty of farming that has been inspiring to me,” he says,almostreverently, “is that one can grow food that is healthy and at the same time repair the planet, all the while bringing folks simple sensory and culinary pleasures. It’s a compelling win-win-win!” This philosophyiswhyOlivaia’sOLAExtraVirginOlive Oil(EVOO)ismorethanjustaproduct;itisatasteof California'ssoul,meticulouslycrafted.
AnArchitecturaldesigner’s AgriculturalAwakening
Youmightthinkarchitectureandfarmingareworlds apart,butGiulioseesaprofoundsymmetry. “My love of architecture stems from architecture's ability to be a custodian to our collective built environment,” he explains. “Farming is actually not too different. Rather than dealing with man-made objects...you are dealing with plant and tree life...in our natural environment.” Bothfields,hebelieves,offerthechance“todosome good.”
Thisdesireledhimandhiswife,RachelleBross(aPhDtrainednutritionist,aperfectpartnerinthisventure),toa historicolivegrove,aplacetheynamedBlockX These werenotjustanytrees;thesewereelders,someovera hundredyearsold,silentwitnessestoCalifornia’s agriculturalpast. “The olives have taught me that success demands the active engagement of history, science, and our environment,” Giulioreflects.
“The historic nature of our trees only made it more compelling,” hesays. “We were determined to rehabilitate the trees and showcase their many inherent values, most importantly the history of the region, the history of a once thriving table olive industry, and the history of California.” Theybeganthispatientworkin 2013,andby2017,wereproducingoilsthatspokeofthis uniqueterroir
Thepathhasnotalwaysbeensmooth.TheCaliforniatable oliveindustry,Giulionotes,hasseen “tough times,” withrising laborcostsandfallingpricesofthe'CaliforniaRipeOlives’, forcingmanytoabandontheirgroves. “The most pressing issue at Olivaia is to demonstrate the value of heritage trees across the State so as to curb the thousands of acres of table olives being lost every year,” hestateswithurgency
ForOlivaia,challengesareacallforthoughtfulchange. “The biggest change is seeing one's olives for all they are worth through the lens of history, science, specifically from a carbon sequestration perspective, and cultural and consumer’s preferences.”
Whenaprocessorunexpectedlyclosed,leavingthemwith nowheretoselltheirpreciousharvest,GiulioandRachelledid notdespair “We immediately pivoted and made a very unique EVOO and our own table olives [under the name Olivaia Olives] with an ancestral proprietary curing method.” Itwasa leapoffaith,initiallynot“veryfinanciallylucrative,”butit openedanewdoor. “History was going to help us succeed,” Giuliosayswithasmile.
A premium EVOO is a perfume and an elixir, plain and simple.
Andwhathistoryitis.TheEVOOsfromOlivaiaare unlikeanyother,anditstartswiththosevenerabletrees.
“While some of our olives are commonly found throughout California, some are a little more rare, and some are completely unique to Block X of Olivaia,” Giulioexplains.BlockXearneditsnamebecausesome cultivarsaresodistinctthattheirexactlineageremainsa mystery, “unidentified” evenbyDNAtesting. “The combination of rare or unique cultivars and large heritage trees that force us to hand harvest all of our olives automatically sets us up for an EVOO that will set itself apart.”
Thisenigmaticheritage,combinedwiththefactthatthese largetreesdemandtobehand-harvested,createsanoil thatisinherentlyspecial.Itisnowonderthatintheirvery firstyearofcommercialproduction,Olivaia’sOLA EVOOwonacoveted ‘Best of Show.’
TotasteOlivaia’sOLAistounderstandthedevotion behindit.Theyembracea “small batch approach,” which Giuliosays, “enables us to craft several oils with some of our best olives in the orchard into premium EVOO.” Olivesnotdestinedfortheirtop-tierEVOOfindother worthypurposes: “What we don’t use either gets sold as fresh table olives or we cure ourselves into table olives.”
Thisisnotaboutmassproduction;itisaboutartistry. “Oncetheolivesareselected,wemeticulouslymanage theentireprocessfromhandharvesting,through milling,andthenstorage.”
Youcanalmostfeeltheirpresenceinthisdescription. “The small batches enable us to pay attention to detail and never lose touch with our oils throughout the process.” Itisapromiseofpurity,acommitmenttostand completelybehindtheir “farm to table food product.”
ThisiswhatGiuliomeanswhenhespeaksofoffering “historyinabottle.” “We are lucky enough to be the custodians of these majestic heritage trees. We take all financially feasible measures to get our consumers to taste the uniqueness of the olives from these trees, and with it we are essentially putting our rich California history in every bottle.” EachtasteofOlivaia'sOLAEVOO connectstheconsumertoalineageofCalifornian agriculture.
Bringingthesecentury-oldtreesbacktotheirfullglory hasbeenajourneyofdiscovery. “Truth be told we are still learning,” Giulioadmits.Butthemostprofound lessonhasbeeninwitnessingthedirectlinkbetween sustainable,respectfulfarmingandthesheerqualityofthe oil.“Thebiggestreasontobefarmingrespectfullyin partnershipwithnatureisthequalityofwhatisbeing produced.”Hehasseenhowdifferentfarmingpractices, evenwithsimilarolivesandthesamemillcan dramaticallyalterthe “sensory attributes of an EVOO.” Nature,itseems,rewardscarewitharomaandflavor.
Andwhataroma&flavor!Theaccoladeskeepcoming. AfterthatfirstGoldattheStateFair,Olivaiahassince wonanumberof‘Bestof’awards,andthisyearalone, Giulioproudlyshares,theyhave“won3‘BestofShows’ anda‘BestofClass’in4Californiacompetitionswe haveentered,anditwasnotforthesameEVOO.”He creditsthe “wonderful fruit our trees are bearing” andthe skilloftheirmillers.Butthereisalsohisownevolving expertise.
“Every year we reflect on what we have done and think about what we can do better. We focus on the aromatics of our EVOO.” Yet,headdsatouchofrealism, “In the end however there is much that one does not control and all you can do is try and make sure your olives are properly milled.”
Inaworldoffleetingfoodtrends,Giulioremainssteadfast. “We are still at the stage of trying to perfect what we do,” hesays. “Our strategy relies on us absolutely loving what we produce and hope that it overlaps with what our consumer friends and partners are expecting from us.” Chasingtrends,hefeels,ishardlypossible “if you are dealing with history and nature.”
Hewishesmorepeopleunderstoodthetruenatureofexceptional EVOO. “ApremiumEVOOisaperfumeandanelixir,plain andsimple,”hedeclareswithpassion.Itisnotjustfordressing salads;itisa“flavorenhancernodifferentthansaltand pepper.”Hedreamsofakitchenwhereonehas “multiple EVOOs at all times so that they can be paired with their food accordingly, no different than pairing the right glass of wine with a particular food.”
Makethatleap,heurges,andyouwillalsodiscovertheprofound healthbenefits. “A great food product that one enjoys that is also healthy.” Thisistheholygrail.
ForGiulioandRachelle,Olivaiaismorethanabusiness;itisa life.BalancinghisarchitecturalworkandRachelle'snutrition focusedcareer,thedemandsofthefarm,andfamilyis “challenging,” Giulioconcedes.“Havingsaidthat,ifyoudo whatyoulove,chancesarethatyoufindthatbalance differently.”WithRachelle'sexpertiseinnutritionandshared passionforhealthy,deliciousfood,theendeavorbecomes “an easier and more enriching way to find that balance.” Andwhenthe equilibriumseemselusive? “When the balance seems unattainable, reset,” headvises. “We travel and catch up on all the things we like to do the most and by the time one gets back you are ready to go at it again.”
Theirvisioncontinuestogrow Anadjacentparceloflandisbeing redevelopedwithdifferentcultivars,withaneyetowardtheartof blending–askillGiuliohonedyearsagoinwinemaking. “I am truly a believer in blending,” hesays.Anewbrand,'Cypress Rose,'isonthehorizon,which “will eventually focus on blends and hopefully celebrate its namesakes with some big wins as well.”
GiulioZavolta'sadvicetoanyonedreamingofenteringthefood worldissimpleandprofound:“Followyourheartandtakesmall steps.Therestwillcomeeasy.”Itisadvicethatseemstoemanate fromtheancientwisdomoftheolivetreesthemselves–patient, resilient,andcapableofproducingsomethingtrulyextraordinary whentendedwithloveandrespect.TotastetheoilsfromOlivaiais totastethatveryessence.
Under CEO Adam Hovermale, ICI Foods is moving beyond the traditional role of an ingredient distributor. It is becoming a source of innovation in a sector that quietly shapes what America eats.
Thejourneyofhoneyfromabeehivetoacupofteais oftenlongerandmorecomplexthanonemightimagine. Fordecades,themovementofsuchingredientshasbeen theworkofanintricate,largelyinvisiblesupplychain—a worldofpallets,warehouses,andlogistics.Itisabusiness builtonconsistency,quality,andtiming,wheresuccessis measuredinmillionsofpoundsdeliveredandproduction lineskeptrunning.Yet,inamarketwhereconsumersnow demandtransparencyandnovelty,theoldmodelisfacing newpressures.ThisisthelandscapewhereAdam Hovermale,theCEOofICIFoods,isworkingtoredefine theroleoftheingredientsupplier.
ICIFoods,foundedin1979andheadquarteredin Richmond,Virginia,haslongbeenakeyplayerinthis sector Thecompanyoperatesasacriticallink,supplying rawingredientstoover700customersnationwide,from large-scalefoodmanufacturerstolocalbakeries.UnderMr Hovermale’sleadership,however,thecompanyisevolving beyonditstraditionaldistributionfunction.Heissteering ICIFoodsintotheconsumermarket,amovecrystallized bythe2023acquisitionofthePureSweetHoney™and SomeHoney™brands.Thisstrategicshiftisnotmerely aboutexpansion;itisaboutcreatingvalueandinnovation ateverypointinthesupplychain.
“Ourmissionistobemorethanjustasupplier,”Mr. Hovermaleexplains,histoneconveyingaclearsenseof purpose.“Weaimtocreatesolutionsthatareinnovative andimpactfulforeverylinkintheingredientsupply chain.”
TheacquisitionoftheSomeHoneybrandpresentedMr. Hovermalewithhisfirstmajorresponsibilityasa consumer-facingleader:stewardship.Hewasnotjust buyingaproductlineofraw,unfilteredhoneyvarieties;he wasinheritingalegacy Thechallengewastointegratethis brandintoICI’srobustdistributionnetworkwithout dilutingitscoreidentity.Inamarketfloodedwithhoney productsoftencutwithadditives,theSomeHoneybrand’s commitmenttopuritywasitsprimaryasset.
Mr.Hovermale’sapproachwasmethodical.Heunderstood thatpreservingthebrand’sheritagewasessentialfor maintainingconsumertrust.“Ourgoalhasalwaysbeento honortheSomeHoneyheritagewhileexpandingits relevanceinthemarketplace,”hestates.Thismeant upholdingtherigorousqualitystandardsforitsclover, wildflower,andotherhoneyvarietieswhileleveraging ICI’sscaletobringthemtoawideraudience.Thiscareful integrationdemonstratesacoreleadershiptenet:growth andlegacydonothavetobemutuallyexclusive.
Mr.Hovermale’ssecondcoreresponsibilityhasbeento driveinnovation.Honey,atitscore,isacommodity. Creatingadistinct,value-addedproductinsuchamarket requiresakeenunderstandingofconsumerbehavior The launchofHoneySpoonsundertheSomeHoneybrand servesasaprimecasestudy Thesesingle-serve,mess-free spoonsofunfilteredhoneyaddressamoderndemandfor convenienceandportioncontrol.Theproductoffersa simplesolutionforsweeteningbeveragesorasaquick snack,transforminghoneyfromajarinthepantrytoa portable,on-the-goitem.
Thisinnovationwasnotamatterofchance.Itwasa directresponsetomarkettrends.Theproduct’s success,crownedby Food & Beverage Magazine as 2023’smostinnovativenewproductoftheyear, validatedMr.Hovermale’sstrategy.Itprovedthat eveninthemosttraditionalcategories,thereisroom fornewideas.
Now,ICIFoodsispreparingforitsnextlaunch:Hot Honey.Themarketforspicy-sweetcondimentsis growing,butMr.Hovermaleidentifiesagap.“Our HotHoneywillstandoutinamarketfloodedwith productsthatoftencompromiseonquality,”he notes.“We’restayingtruetoourrootsbyensuring it’smadefromraw,naturalhoneywithoutany unnecessaryadditives.”Thisupcominglaunchagain highlightshiscorestrategy:anticipateconsumer desires,butneverattheexpenseofproduct integrity
Beneaththeseconsumer-facinginnovationsliesMr Hovermale’sthird,andperhapsmostcritical, responsibility:managingtheoperationalengineof ICIFoods.Thecompany’sfoundationisitsability toreliablysourceanddistributemillionsofpounds ofingredients.Thisrequiresnavigatingtheimmense challengesofaglobalsupplychain.
Foodsafetyisparamount.ICIFoodsoperatesa robustmanagementsystemalignedwithnationally recognizedstandards,guidedbyHazardAnalysis CriticalControlPoint(HACCP)principles.These arenotmerelyguidelinesonadocument;theyare theoperationalrulesthatensurethesafetyand qualityofeveryingredientthatpassesthroughICI’s distributioncenters.
Furthermore,Mr.Hovermalehasfocusedon strengtheningsupplierrelationshipsandenhancing traceability.Inanerawhereconsumerswantto knowtheoriginoftheirfood,robusttraceability systemsarenolongeraluxurybutanecessityfor buildingtrust.Managingthesecomplex relationshipsandsystems,whileensuringtimely deliverytoover700customers,remainsthedaily, demandingworkofthecompany.Mr.Hovermale’s abilitytooverseethiscomplexoperationalcore whilesimultaneouslydrivingretailinnovationis centraltohisleadership.
Foraspiringentrepreneurs,particularlyinthe competitivefoodindustry,Mr.Hovermale’s adviceisdirect.“Focusonquality, transparency,andinnovation,”hesays.“Build strongrelationshipswithyoursuppliers,stay attunedtoconsumertrends,andnever compromiseonyourcorevalues.Aboveall, rememberthatsuccesscomesfromdelivering premiumvaluetoyourcustomers.”
UnderAdamHovermale’sleadership,ICI Foodsisdemonstratingwhatitmeanstobea moderningredientsupplier Thecompanyis provingthatitispossibletohonoralegacy whilepursuinginnovation,tomanagea large-scaledistributionnetworkwhilecreating consumerproductswithcare,andtomeetthe demandsofachangingmarketwithout sacrificingquality Theupcominglaunchofan onlinestoretosimplifyorderingforits businesscustomersisanotherstepinthis evolution,furtherstreamliningthesupply chain.
TheworkofICIFoodsremains,inmanyways, invisibletotheendconsumer Yet,the company’scommitmenttoquality,safety,and innovationquietlyshapesthefoodweeat everyday.AdamHovermaleisnotjust managingasupplychain;heisbuildinga companythatservesasasourceofboth essentialingredientsandnewideas.Indoing so,heissettinganewstandardforexcellence inanindustrythatformsthebedrockofour foodsystem.
Let’sbehonest:
Mostsmallbusinessesoverspendonsupplies.Notbecause they’rereckless.Becausethey’rebusy.Buried.Swamped.
Andwhenyourattentionisdividedbetweenkeepingthe books,hiringtherightpeople,managingcustomerissues, andkeepingyourproductorservicealive—thelastthing youwanttodoishuntforbetterdealsoninventory,parts, orpackaging.
Buthere’sthecatch: Suppliesquietlybleedyourprofitmargins.
Notdramatically.Notinonebig,flashymistake. Butdripbydrip,invoicebyinvoice—untilyoulookat yourP&Landwonderwhyyour20%marginlooksmore like9%.
ThatStopsNow.
Thisisnotapostaboutcouponcodesorgeneric“cutcosts” tips.
Thisisatacticalframeworkthatlean,resourceful foundersusetobuybetter,smarter,faster—without compromisingonquality.
Let’sunpackit.Linebyline.Nofluff.
1.You’reNotaCustomer—You’reaBusinessPartner
First,changethewayyouapproachsuppliers.
Mostbusinessownerstreatsupplyvendorslikevending machines:putinarequest,gettheproduct,moveon.
Thatmindsetkeepsyouina transactionaltrap—whichiswhere youoverpaythemost
Greatoperatorsflipthescript.
They build supplier partnerships,not justvendorlists.Thatmeans:
· Callingyoursupplierinsteadof emailing.
· Askingaboutbulkthresholds, paymentterms,freight arrangements.
· Lettingthemknowyourorder frequencyandaveragevolume.
· Negotiatingnotonthepricetag— butontherelationshipvalue.
Becausehere’sthetruth: Vendorscareaboutpredictability morethanprice.
Ifyou’reareliablerepeatbuyer,many willofferflexiblepaymentwindows, earlyaccesstoinventory,oreven waiveshippingfeestokeepyouloyal.
Don’t ask for a discount. Ask for a better deal long-term.
2.StopBuyingfromtheFrontPage
Retailersoptimizetheirwebsitesand catalogstomakeyoubuyfast—not smart.
Ifyou’resourcingfromthesamefive suppliersaseveryoneelse,usingthe defaultSKUs,andneverasking: “Who’sactuallybuildingthisstuff?” —you’reeatingmiddlemancosts everytime.
Thesmarterplay?
Goupstream.
· Forequipment:Findthe manufacturers,notjustthe resellers.
· Forrawmaterials:Locateniche orregionalsupplierswho specializeinyourspace.
· Foroperationaltools:Consider refurbishedorhigh-qualityused gear.
Areal-worldexample?
Farmersbuyingbulkfeedbins directlyfromregional manufacturersaresaving30–50% comparedtothosebuyingvia supplychains.Why?Nomarkup layers.Andthesebinslast10+ years—whichmeansmoreROI perdollarspent.
Used ≠ cheap. Sometimes it's just smart buying from businesses who upgrade faster than they depreciate assets.
3.LocalIsn’tJustEthical—It’s Efficient
Toomanybusinessessleepontheir localvendorsbecausetheythink “local”means“limited.”
That’swrong.
Localsourcingcangiveyou:
· Fasterturnaroundtimes(no7dayshippingdelays).
· Lowerlogisticscosts(local pickup,nofreight).
· Betterservice(becauseyou’rea knownface,notorder#934201).
Andhere’salittle-knownpower move:
Barteringwithlocalvendors.
Thinkdesignservicesinexchange forpackaging.Orpromotingtheir brandtoyourcustomersin exchangefordiscountedgoods.
Trust and proximity build creative deals — not just invoices.
4.BuyinBulk—ButOnlywithaStrategy
Yes,buyinginbulksavesmoney.Butonly when:
· Youusethatproductconsistently
· Youhavethestoragespace.
· Youcanabsorbtheupfrontcostwithout cashflowpain.
Otherwise,bulkisatrapdisguisedasadeal.
Ifbulkpurchasingfeelsrisky,groupbuying isyoursecretweapon.
Formapurchasingalliancewith3–5other businessesinyourniche.
Splitthecost.Splittheshipment.Keepyour marginstight.
Thisworksespeciallywellfor:
· Packagingmaterials
· Perishableingredients(withsynchronized productionschedules)
· Maintenancepartsorconsumables
Buying together creates scale advantages without scaling too fast.
5.PlaytheTimingGame
Suppliersrunoncycles.
· End-of-quarterclearance.
· Off-seasonpricing.
· Holidayoverstockselloffs.
· Fiscal-year-closediscounts.
Knowingthisgivesyouastrategicedge. Don’tjustbuywhenyourunout.Buywhen thepricecurvedips.Thebestoperatorsuse purchasecalendars. Theyplanprocurementwindowsaround thesecycles—notonpanicreorders.
Setalertsforseasonaltrendsinyourindustry
Keeparunning“nextbuy”list.
Even10%offacross20SKUs,4xayear— that'sthousandssavedannually.
Buy early. Buy when the market blinks.
You’renotNike.Youdon’tneed brandconsistencyontheboxes youopenbehindthescenes.
Ifyou’repayingapremiumjust because“that’sthebrandwe’ve alwaysused”—askyourself: Isitactuallybetter?Orjust familiar?
Comparison-shopwithspecs. Lookatmaterialquality,warranty, leadtimes—notlogo recognition.
Newerorupstartbrandsoften overdeliveratlowerpricesto buildmarketshare.Youwinby testingandswitchingwhere possible.
TryA/Btestingyourtopfive purchaseswithalternative suppliersquarterly. Trackcost,performance,and feedbackfromyourteam. Familiarity feels safe. But margins don't lie.
7.CreateaSupplierScorecard
Tostayruthlessaboutyoursupply chain,trackmorethanprice.Build amonthly/quarterlysupplier scorecardwith:
· Costperunit(including delivery)
· Productdurability/returnrate
· Leadtimeaccuracy
· Paymentflexibility
· Responsiveness
Thenrankyourvendorsandditch thebottom20%.
Noemotion.Justperformance. Greatbusinessesdon’tjusttrack sales metrics.Theytrack spend performancewiththesame discipline.
If you’re not measuring supplier performance, you're not managing it.
8.DocumentYourProcurement Playbook
Here’sadirtytruth:Mostsmall businesseskeepsupplysourcing“inthe owner’shead.”
Thentheownergetssick,hiresabuyer, orscales—andchaosfollows.
Don’twingit.
StartasimplesupplySOP:
· Whereyoubuyfrom(and2–3 backups)
· Whyyouchosethem(price,quality, relationship)
· Howoftenyoubuy(andseasonality notes)
· Whatdealyou’venegotiated(and renewalterms)
Documentingthissavestime. Trainsyourteamfaster. Protectsyoufromkey-manrisk.
Systems scale. Scramble doesn’t.
FinalWord:SmallBusiness,Big Advantage
Thedifferencebetweenascrappy businessandascalableoneoften sitsininvisiblesystems. Procurementisoneofthem.
Whenyoushiftfrompassive buyingtoactivesourcing,you unlock:
· Highermargins
· Moreresilience
· Lessstress
Youstopreactingandstart operating
Sowhetheryou’rerunningarural supplyshop,aSaaSstartupwith physicalcomponents,oralocal foodbrand—rememberthis: Everydollaryousave without sacrificing quality dropsstraightto profit.
Smartsupplychainsaren’ta luxury.They’reaweapon.
Usethemlikeone.
In Dubai’s world of high-stakes hospitality, Alessandro Venezia operates as the disciplined mind behind the spectacle, proving that success is built on a foundation of detail, integrity, and a clear memory of one’s origins.
ThediningroomatBelcanto,apremierrestaurantin Dubai,operateslikeawell-rehearsedtheatre.Each element,fromthepreciselytimedarrivalofacourseto thesubtleadjustmentofalightfixture,contributestoan experienceofseamlesselegance.Behindthiscurtainof effortlessperformanceisthedomainofAlessandro Venezia,therestaurant’sChiefOperatingOfficer.His workislargelyinvisibletotheguests,yetitisthe architectureuponwhichtheentireproductionrests.Ina citydefinedbyrelentlesscompetitionandthepursuitof thenew,Mr.Venezia’sfocusisontheenduring principlesofoperationalexcellence,financialdiscipline, andadistinctlyhumanapproachtomanagement.
Hisjourneytothisroledidnotbeginintheglittering towersofDubai,butinasmalltowninSicily.Itisthis duality—thequietdeterminationforgedinhis hometownandthestrategicacumenrequiredonthe globalstage—thatdefineshisleadership.Heisa problem-solverwhoapproachesthecomplexitiesofa multimillion-dollarhospitalityenterprisewithasetof valuesrootedinthefundamentalsofbusinessethics: integrity,honesty,fairness,andtransparency
BeforehetookthehelmatBelcanto,Alessandro Veneziaembarkedonaventurethatspokedirectlytohis origins.Afterbuildingasuccessfulcareer internationally,withstopsinAustralia,America,and Singapore,hefeltapulltowardshishometown.
Hesawanopportunitynotjustforbusiness,butfor contribution.Alongwithhisbrother,hedevelopedaplan forVenezialand,acustom,high-qualityplayground.The projectwasconceivedasaninvestmentinthelocal community,awaytocreatejobsandstimulatebusinessin aplacewithfeweropportunitiesthanamajormetropolis.
Mr Veneziaapproachedthisfirstentrepreneurialventure withcharacteristicprudence.Heconductedcareful analysisandensuredthebusinessplanwassolid.The resultwasaself-fundedenterprisewithcomplete ownershipandnoliabilities.Venezialandyieldedareturn fromitsfirstdayofoperation,atestamenttosound planningandaclearunderstandingofitsmarket.This projectwasmorethanabusinesssuccess;itwasa foundationalexperience.Itsolidifiedhisbeliefinselfrelianceandthepowerofawell-executedplan,principles hewouldlaterapplyonamuchlargerscale.
TheambitionthatdrovethecreationofVenezialand eventuallyledMr VeneziatoDubai.Hewascaptivated bytheconceptandpotentialofBelcantoandembraced theopportunitytobecomeitsCOO.Here,hiscore responsibilityistomastertheintricatemachineryofa high-endrestaurant.Thisinvolvesoptimizingevery operationalprocesstoenhanceefficiencyandmanage costs,whilesimultaneouslyensuringanexceptional standardofserviceforclientsandasupportive environmentforhisteam.
Hisapproachiscomprehensiveanddetail-oriented.His oversightextendstoqualitymanagement,strategic planning,sales,financialmanagement,marketing,and sanitationprotocols.Thisisnotarolemanaged
Chief Operating Officer
fromadistance.“Iknoweverything,”he states,explaininghisphilosophyofdaily engagement.“Ifyoulosethefeelingof thebusiness,thenyouareleftout.”He receivescomprehensivereportsfrom everydepartmenteachnight.Hetracks employeeprogress,monitorsconstruction, andstaysattunedtothedailyrhythmof theestablishment.
Tomanagetheimmensedemandsofthis position,heemploysdisciplined techniques.Hestartshisdayearly, dedicatingtimenotonlytothebusiness butalsotoself-careandfamily.He utilizesframeworksliketheEisenhower matrixtoprioritizetasks,focusinghis energyonwhatistrulyimportantrather thansimplybeingbusy.Inadynamic environment,heunderstandstheneedto stayinformedabouttechnological advancements,viewingtoolslikeartificial intelligenceandmethodologiessuchas ‘Just-in-Time’inventorymanagementas crucialformaintainingefficiencyand quality.
Dubai’shospitalitymarketisnotoriously fierce,withnewestablishmentsconstantly emerging.Inthisenvironment,Mr. Veneziaidentifiesconsistencyasthekey tolong-termsuccess.Hisprimary challengeistoensurethatBelcantonot onlyattractsclientsbutalsoearnstheir loyaltythroughunwaveringquality This requirescultivatingacultureof accountabilitywhereeveryemployee understandstheirroleinupholdingthe restaurant’shighstandards.
Hisleadershipstyleisbuiltonimparting knowledgeandleadingbyexample.He expectsdedicationfromhisteambecause hebelieveseveryaspectofthebusiness, nomatterhowsmall,holdsimportance. Herecognizesthattruesuccessinthe industryisnotdefinedbytheoutward symbolsofwealth,butbytherelentless pursuitofbeingthebestinone’sfield.
Hereflectsonhisownjourneywithasenseofquiet pride.Havingbuilthiscareerwithoutexternal assistance,heunderstandsthevalueofhardwork andhumility.“Itisessentialforeveryonetohave faithintheirdreams,committocontinuous learning,exercisepatience,anddiligentlyfollow theprocess,”headvises.“Successwillinevitably follow,regardlessoftheindustryorbackground.”
Whilehisroleissteepedinoperationsandfinancial management,AlessandroVenezia’sdefinitionof successtranscendsnumbers.Hemeasureshis achievementsbyhisabilitytobuildsomethingof lastingvalue,whetheritisaplaygroundinhis hometownoraworld-classrestaurantinDubai. Aboveall,hefindshisgreatestsenseofprideinhis family
Heacknowledgestheimmenseresponsibilityofhis positionbutremainsfocusedontheendless possibilities.Hisapproachisgroundedinreality, yetdrivenbyavisionarymindset.Heunderstands thateverystrategicdecisionmustbebackedby thoroughanalysisandaconsiderationofall potentialoutcomes.
Forthoseaspiringtosucceedinthedemanding worldofhospitality,hisadviceisclearanddirect. Hecautionsagainstthemisconceptionthatthe industryiseasy,emphasizingthatitrequiresa genuinepassionforthework,adherencetohigh standards,strongmanagementskills,and unwaveringdedication.“Workhardandhavea clearvisioninyourmindofwhatyouwanttodo,” heconcludes.“Ifyoufeelit’syourfuture,then nevergiveupandneverbearrogant.”
InthegrandtheatreofDubaidining,Alessandro Veneziaremainsthecalm,focuseddirectorbehind thescenes.Hisworkensuresthateveryelementis initsplace,everystandardismet,andthe complexchoreographyofapremierrestaurant unfoldsflawlessly,nightafternight.Hisstoryisa powerfulreminderthatinanyindustry,andonany scale,enduringsuccessisbuiltnotonspectacle, butonafoundationofdiscipline,integrity,andan unwaveringcommitmenttoexcellence.
Let’sGetBrutalforaMinute.
You’renotconfused.
You’re avoiding the real question.
You’renotspinningincirclesbecauseyoudon’tknowhowto buildabrand.Orpriceyouroffers.Orwritetheperfectbiothat screams“humblegenius.”
You’respinningbecauseyou’reaskingweak,genericquestions thatkeepyourpowerdiluted.You’vegotvision-boardglitterin youreyesandyoucan’tseethedamnroad.
You’reasking:
· “WhatshouldIdo?”
· “WhatnicheshouldIpick?”
· “HowdoInotsoundtoobraggywhilealsosounding likeBeyoncé?”
You’rechasinganswerstoquestionsdesignedtokeep you small
NowI’mgoingtosaysomethingyourcoachwon’t.
Thosearethequestionsthatamateursask.
Prosdon’task,“WhatshouldIdo?”
Theyask,“WhatdoIwanttobeknownfor?”
Readthatagain.
It’sthe power seat.Itdoesn’tcarewhat’strending.It doesn’tcarewhatyourcompetitor’scharging.It doesn’tneedaCanvatemplate.
Itasksyoutostandstillforonesecondandremember: You’renotheretofitin.You’rehereto own your lane.
Andnoonecanownanythingtheyhaven’t claimed. Sohere’sthetruthnoone’sputtingonInstagram: Ifyoucan’tanswer“whatdoIwanttobeknown for?”,thennothingelsematters.
Notthelogo.Notthepackages.NottheDMstrategy Notthethree-partemailfunnel.
Becauseifyoudon’tknow why yourworkmatters,whythe hellshouldanyoneelse?
Let’sTalkAboutYou.No,Seriously
You’vebuilt,orarebuilding,somethingthatmatters.That takesguts.Butsomewherealongtheway,youstopped buildingamovementandstartedbuildingabrochure.
Youoverthinkyourpositioning.
Youwaterdownyourmessage.
Youwritecaptionsthatsoundlikeyouswallowedan inspirationalquotebookandpanickedhalfwaythrough.
Meanwhile,therealyou—theonewhohasstoriesthat couldchangelives,lessonsburnedintoherbones,anda truthonly you canspeak—iswaitingtobeinvitedtothe table.
Here’stheplottwist:Youarethedamntable.
LetMeAskYouThis:
· Whatdoyouknowfor sure aboutwhatyouoffer?
· Whatdopeoplesayaboutyouwhenyou’renotintheroom?
· Whatdoyou wish theysaid?
· Whatwouldyoufightfor,evenifnooneclapped?
Ifyoucananswerthat,youdon’tneedto“findyourniche.” Youaretheniche.
Whenyouownwhatyou’reheretobeknownfor:
· Yourbiowritesitself.
· Yourcontentbecomesmagnetic.
· Yourpricingstopsfeelinglikeamathtestandstartsfeeling likeaboundary
· Youstopwaitingforpermissionandstartactinglikethe leaderyoualreadyare.
Youwalkintoroomsdifferently.Youpostdifferently. Hell,youwakeupdifferently.
Becausethisisn’taboutbeingperfect.It’saboutbeing undeniable
Here’sthe3-StepClarityDetox
(Ifyou’vebeenstuckin“I-don’tknow-what-to-say”land,thispart’sfor you.)
1.KilltheMediocreQuestions.
They’redeadweight.Stopasking, “WhatshouldIdo?”and“HowdoI lookcredible?”Askinstead:
· “What’sthestoryonlyIcantell?”
· “WhatamIalreadydoingthat peoplethankmefor?”
· “WhatimpactdoIwantmyname attachedto5yearsfromnow?”
2.ClaimYourCategoryofOne.
You’renotcompeting.You’recreating. You’renotheretofitthemold.You’re heretobreakit.Soask:
· “Whatpartofmyworkisnonnegotiable?”
· “WhatamItiredofapologizing for?”
· “WhatdoIdodifferentlywithout eventrying?”
3.SpeakFromThatPlace.Always.
Stopwritinglikeastranger.Stop diluting.Stopmarketinglikeyou’re askingsomeoneoutonadate.
Startsaying,“Here’sthework. Here’swhyitmatters.Ifit’sfor you,let’sgo.”
BeingtheAuthorityIsn’taTitle.It’s aDecision.
Youdon’tneed10,000followers.You don’tneedtolooklikeanadfor ForbesWomen.Youdon’tneedto speakonfivepanels.
Youneedtostopoutsourcingyour confidencetometricsthatdon’tmatter
Yournamebelongsinroomsyouhaven’tenteredyet—butonlyifyou startusingyourvoicelikeithasadestination.
SoLet’sWrapThisUptheWayItStarted
Pullyourchaircloser
You’renot“figuringitout.”
You’re remembering who the hell you are.
You’reheretobuildsomethingbiggerthanabrand.
You’reheretobe known forsomethingthatoutlivesanysinglecampaign, post,orlaunch.
Sostopwaitingto“haveitalltogether.”
Youalreadyknowwhatyoustandfor.
Nowmakeitundeniable.
FinalPrompt:WriteThisSomewhereBigandLoud
“WhatdoIwanttobeso wildly known for thattheysaymynameinroomsI'veneverevensteppedinto?”
That’stheonlyquestionworthanswering.
Andyou’vealreadygottheanswer.Startsayingitoutloud.
In a world of fleeting food trends, Mickey Quah has spent over three decades on a singular mission: to preserve the authentic flavors of Asia. His company, Asian Meals, is not just a business; it is an archive of culinary heritage, carefully packaged for a modern world.
Inthe1980s,MickeyQuahlivedalifesurroundedbymotionandnoise.He organizedmotocrosseventsacrossMalaysia,aworldofroaringenginesanddusty tracks.Amidsttheexcitement,henoticedsomethingquieterbutmoreprofound. Hesawvisitingdiplomatsandinternationaltouristssearchingforsomething elusive:thetruetasteofMalaysia.Theywantedthecomplex,aromaticflavorsof thelocalcuisine,butoftenstruggledtofindthem.Atthesametime,heobserved thatpeopleofhisowngenerationwerebeginningtolosetheirconnectiontothe veryrecipesthatdefinedtheirculture.Itwas,hefelt,aslowandsilenterosionof heritage.
Thisobservationplantedanideathatwouldreroutehiscareer Aftersixteenyears inthecorporateworldwithcompanieslikeExxonandSimePlantations,Mr.Quah decidedtoembarkonadifferentpath.In1989,hefoundedCareFoodIndustries, withtheambitiousmissiontocapture,preserve,andsharetheauthentictasteof Asia.Hiscompany,knownbyitsbrandAsianMeals,wouldbecomehislife's work—aresponsetothequiettragedyhehadwitnessedyearsearlier.
TheInitialChallenge:CapturingAuthenticity
ThecentralproblemMr.Quahfacedwasoneoftranslation.Howcouldhetakea dish,withallitsfreshingredientsandnuancedpreparation,andputitintoa packagethatcouldsitonashelfformonthswithoutlosingitssoul?Thegoalwas tocreateshelf-stablesaucesandmealkitsthattastednotlikeafactory’s approximation,butlikeahome-cookedmeal.Complicatingthischallengewashis ownstrictsetofrules:noaddedpreservatives,noartificialcolors,noMSG.
Mr.Quahhadnoformaltraininginfoodtechnology.His expertisewasinbusinessandlogistics.Hebeganameticulous two-yearperiodofresearchanddevelopmentbeforethecompany wasevenofficiallyincorporated.“Thecompanywasincorporated afteratleasttwoyearsofResearchandDevelopment,”herecalls, “forustogainconfidencethattheparametersofwhichwewould liketohaveourproductsdefinedaremet.”Thisperiodwasone oflearningandperseverance.Hesoughtguidancefromfood scienceexpertsandgovernmentinstitutions,approachingthe problemwithabeginner’shumilityandanentrepreneur’s determination.Earlyattemptsresultedinsetbacksanddiscarded products,buteachfailureprovidedacruciallesson.
ThisprocessestablishedthefoundationalprincipleofAsian Meals:acommitmenttoqualitythatwouldnotbecompromised forconvenience.Thecompanywouldfigureouthowtomake authentic,clean-labelAsianfoodsaccessibletoeveryone, withoutthecomplexrecipesorthehuntforunfamiliar ingredients.
Fromthisfoundationofresearch,Mr.Quahbuilthis enterprise.BasedinKualaLumpur,CareFood Industriesoperatesfroma16,000-square-foot manufacturingfacility.Here,histeamproducesan extensiverangeofover400products,aculinary librarythatincludesMalay,Indian,Chinese, Japanese,Korean,Thai,andIndonesiansaucesand mealkits.
Fromthebeginning,Mr.Quahunderstoodthatto sharehisheritagewiththeworld,heneededtospeak theinternationallanguageofqualityassurance.He methodicallypursuedandachievedthehighest globalstandards,earningcertificationssuchas FSSC22000,HACCP,ISO,andHALAL.He registeredhisfacilitywiththeUSFDA,openingthe doortooneoftheworld'slargestconsumermarkets.
Thesecertificationswerenotjustlogosto placeonpackaging;theywerenon-negotiable proofofhiscommitmenttosafetyandquality, allowinghimtobuildtrustwithinternational partners,includingadecade-long collaborationwithatopJapanesesauce manufacturer
Tomaintainthesestandards,hehas consistentlyinvestedintechnology.The companyrecentlyimplementedanIR4.0 digitalizationprogram,integratingtechnology acrossallproductionandadministrative processes.Healsoprioritizedautomationin thefactorytominimizecontaminationrisks andimprovefoodsafety,aproactiveapproach toensuringproductreliability.
Foryears,thecoreofAsianMeals’business wasthefoodservicesector Thecompany suppliedsaucesandpastesinbulktohotels, restaurants,andcruiseships—theveryplaces wheretouristsandtravelerssoughtoutnew flavors.WhentheCOVID-19pandemicstruck in2020,thisentireecosystemcametoa suddenhalt.Theshipsdocked,thehotels emptied,andtherestaurantsclosedtheir doors.AsianMeals’primarymarketvanished almostovernight.
ThiswasacriticaltestofMr.Quah’s leadership.Insteadofwaitingforhis traditionalmarkettoreturn,hemadea decisivepivot.Heredirectedthecompany’s focustowardstheretailconsumer(B2C) market.Thiswasmorethanjustachangein salesstrategy;itrequiredacomplete rethinkingofhisproducts.Bulkpasteswere reformulatedandpackagedintosmaller, consumer-friendlysaucepacketsandinstant mealkits.Hedevelopednewproducts,like healthy,non-GMOricenoodlesoupbowlsthat usedhissaucesasabaseinsteadofsynthetic powders.Heturnedtosocialmediatoreach consumersdirectly,buildinganewmarket fromthegroundupduringatimeofglobal uncertainty.Thisadaptabilityprovedcrucial notonlyforsurvivalbutforopeningupanew andenduringlineofbusiness.
OneofthemosttellingindicatorsofMr.Quah’s leadershipcanbefoundinthetenureofhis employees.Inafast-pacedmanufacturingindustry,it isremarkablethatmanyofhisteammembershave beenwiththecompanyforover25years.Thisspeaks toaculturebuiltonmorethanjustemployment contracts.Hereferstohisteamas“rowinginthe sameboat,”aphilosophyofcollectiveeffortand sharedpurpose.
Thislong-standingloyaltysuggestsawork environmentbuiltonrespectandmutualtrust.Itisa culturethathasweatheredeconomicshifts, technologicalchanges,andevenaglobalpandemic. Thisstabilitywithinhisteamhasundoubtedly contributedtotheconsistencyofhisproductsandthe strengthofhiscustomerrelationships.
Today,AsianMealsstandsasaleadingmanufacturer andexporterofauthentichalalAsiansaucesin Malaysia,atestamenttothevisionMickeyQuahhad threedecadesago.Hisinitialgoal—topreserveand sharehisculinaryheritage—remainsthedrivingforce ofthecompany.Fromthechallengeofcreatinga preservative-freecurrypastetonavigatingaglobal pandemic,hisjourneyhasbeenoneofconstant adaptationinserviceofasingle,unwaveringmission.
Hehascreatedabusinessthatservesasabridge, connectingpeoplearoundtheworldtothegenuine flavorsofAsia.Forthehomecook,heoffersasimple waytoprepareadelicious,authenticmeal.Forthe foodserviceoperator,heprovidesconsistencyand quality.Andfortheworld,heoffersatasteofa heritagethathewasdeterminednottoletfadeaway. MickeyQuah’sstoryisaquietreminderthata successfulbusinesscanbebuiltonsomethingmore profoundthanjustcommerce;itcanbebuiltonthe deeplyhumandesiretopreserveandsharewhatwe valuemost.
Let’sgetonethingstraight—noonebuysyour product.Theybuytheirowntransformation.
That’sthepunchlinetoomanyentrepreneursmiss.If you’restillpitchingfeaturesorbraggingaboutyour process,you’releavingmoneyonthetable.
Thetruth?Peoplebuywhentheyfeellikethestory you’retellingsoundslike their story.Notyours.
Andthemostpowerfulwaytomakethathappenisby hijackingsomethingancient:TheHero’sJourney.
Thisisn’tatrend.Thisishumanpsychology.It’swhat ourbrainsdefaulttowhentryingtomakesenseoflife, change,orchallenges.Hollywoodknowsit. High-performingbrandsknowit.
Founderswhobuildcategory-definingstartupsknow it.
Let’sbreakdownhowyouembeditintoyourbrand messaginglikearealstrategist—notacontentcreator who’swingingit.
1.YourCustomerIstheHero.You’reJustthe Guide.AcceptIt.
Thisoneshiftwillcleanup80%ofyourmessaging clutter
Stoptryingtoconvinceyourcustomerhowsmart, qualified,orexperiencedyouare.Theydon’t care—yet.
Theycareaboutthemselves.Theirproblem.Their need.Theirconfusion.Theirdesiretostopthe bleeding.Soputthematthecenterofyourstory
You’renotthemaincharacter You rethepersonwhohelpsthemaincharacter win.
ThinkYoda.ThinkHaymitch.ThinkMoana’s grandmother They’retheoneswhonudgethe herooutoftheircomfortzone,handthemthe compass,andsay, “This way. I’ve walked this road. You're not alone.”
That’syourjob.
Sonexttimeyouwritecontent,don’tstart with, “I help women build soulful businesses.”
Startwiththis:
“You know that feeling when you’ve outgrown your business, but every pivot feels risky and wrong? Let’s fix that.”
Seethedifference?
2.TheProblemIsn’tJustaProblem—It’s theCalltoAdventure
Yourcustomer’sstuckmoment?That’swhere yourstory starts.
Notyouroriginstory.Notyour“why.”Theirs. Youneedtoarticulatethetensionthey feel—butcan’talwaysname.
Whendoneright,theyreadyourcontentand say, “Wait, how are you in my head?”
That’swhentheykeepscrolling.
Here’showyougetthatclarity:
· Lookatwhatyourbestclientssaidwhen theyhiredyou.
· CheckDMs.Emails.Exitsurveys.
· Payattentiontowheretheyalmostgave up.
· Usetheir actual words.Don’ttranslate themintobrandlanguage.
Example:
· Not: “I help burned-out professionals realign with purpose.”
· Try: “You thought quitting your job would feel like freedom. But now it’s 2PM, and you’re Googling how to price your service—again.”
That’sthecalltoadventure.
Makeitsovividtheyfeelslightly uncomfortablereadingit.That’swhenthe shiftstarts.
3.YouStepIn.NotWithHype—With Help.
Here’swheremostbrandsgowrong.They hear“guide”andthinkitmeans“guru.”
Nope.
Yourjobisn’ttosoundimpressive.It’sto offersomethingsolidtheycanuse today Somethingthatbuildstrustwithoutpressure.
Youofferawayforwardthatfeelssafe. Predictable.Testable.
Youbreakdownthenextstepsclearly.Like this:
“We map out your new messaging in 90 minutes. Then you try it out. We adjust what doesn’t land. You go live without overthinking it.”
That’saplan.
Youdon’tneedfireworks.Youneedstructure.
Shareasmallsuccessstory.Showproof.Bereal.Noneedforpolished perfection.That’snotwhatbuildsconversion.
Claritydoes.
4.ThenYouSelltheTransformation.NottheOffer.
Peopledon’tcareaboutyour6-weekprogram,yourgroupcalls,your templates.
Theycareaboutwhatchangesafterworkingwithyou. Sostoplistingdeliverableslikeamenu.Paintaclearbefore-and-after picture.
Makeitsogrounded,theycanvisualizethemselveslivingitnextweek.
Here’swhatthatsoundslike:
· Before: “I hate marketing. It feels fake. I never know what to post.” · After: “Now I write posts in 30 minutes flat—and people DM me saying, ‘This hit hard.’”
That’sreal.
You’reshowingthemthenewidentitywaitingontheothersideofthe work.
It’snotabout“6coachingcalls.”It’sabout“knowingwhattosaywhen someoneaskswhatyoudo.”
Sell that.
5.YouDon’tNeedaFunnel.YouNeedaNarrativeArc.
Let’sgetpractical.
ThisiswhattheHero’sJourneylookslikeinyourcontentecosystem:
Usethismap.Repeatit.Rotateitthroughyourchannels. Don’tjust“postvaluablecontent”—build narrative momentum.
6.IfYourBrandIsn’tSticky,YourStory’sNotSharp Enough
Mostpeopledon’tquityourcontentbecauseit’sbad. Theyquitbecauseit’svague.
You’renotnamingthetension.You’renotarticulatingthe shift.You’renotclosingtheloop.
Here’swhatfixesthat:
· Cut80%ofyouradjectives.Add20%moreverbs.
· Don’ttellpeopleyou’re“aligned.”Tellthemyou stoppedcryingonSundaynights.
· Don’tsayyouhelppeople“scale.”Sayyouhelped someonedoublerevenuewithoutdoublinghours.
Storystickswhenit moves.
7.LetTheirEndingBeYourBeginning
Here’sthebigone.
Whenpeopleseethemselvesinyourclients’wins,they self-select tostartthejourney
Sobuildyourcontentaroundtransformationsalready happening.
Documentyourclient’sfirstwins.Themessymiddle. Thesurpriseoutcomes.
Saythingslike:
· “Whenwestarted,Samwasn’tevensureshehadareal business.Today,shebookedoutQ3intwoweeks.”
· “Miratoldmeshefeltinvisible.Lastweek,shegother firstpressmention.”
Thesearen’ttestimonials.They’remini-herojourneys. Andtheyshowyouraudienceonething: This is possible for you, too.
NoOneBuysCoaching.OrCourses.OrSystems. Theybuybelief.
Beliefthat this time,they’llmakeitwork.Beliefthat someoneactuallyunderstandswhattheyneed.Beliefthat theywon’twastemoneyagain.
Storiesgivethemthatbelief.
Nothype.Nothacks.Nothigh-ticketurgencytactics. Stories.
Andnotjustanystory—astorywherethey win. That’stheonlypitchthatreallyworks.
FinalWord
Look.We’renotsellinglipstickhere.We’rebuildingtrust withpeoplewho’velikelybeenburnedbefore.Thattakes somethingdeeperthandopaminemarketing.
Ittakesnarrativestrategy
Soditchtheguruvibes.Stepintotheroleyou’reactually builtfor:thewomanwhoshowsupwithamap,amirror, andaflashlight.
You’renotsellingservices.
You’resellingself-belief.
Getyourstorystraight—andwatchwhathappensnext.
w w w . m i r r o r r e v i e w . c o m