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A Marketing Strategy That Is as Gutsy as It Is Effective

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Imagine you want to launch a new ice cream brand. As an early-stage entrepreneur, the pressure to succeed is extremely high. You set up a launch date and try to get as many things as right as possible: testing flavours, going through the F&B approval, working on branding, logo and setting up your social accounts. Throughout this process there is one hope pulsating though your brain: on the launch day when first customers come through your door, it all needs to look great, grand, perfect.

Many entrepreneurs put high hopes on their launch date. In fact, the pressure is so high, you surely know some people who delay launching their idea, because they just don’t think the product is perfect yet. This strategy is utterly different. 

Total involvement method 

The core of the method is in allowing your audience behind the scene of your product creation. It combines aspects of entertainment, reality TV with a very detailed education about all the important aspects of the product. Instead of starting your marketing after you launch, you start it on the same day when deciding on a new product or service.

If you were to apply this marketing strategy in our ice cream shop example, you would not wait until your launch date to share the news with the world. Instead, you would go live on any social media that’s available to you and share the process. On day 1, you would talk about the dream and vision. On day 2, you would take your audience to the F&B regulations office and share all the frustrations of paperwork required. On day 3, you would broadcast your experience choosing the flavour and have people help you vote for the most interesting combinations.

“Build something 100 people love, not something 1 million people kind of like.” — Brian Chesk

Do you need an existing audience? 

After you tackled the courage to show the “backstage”, the next obvious doubt might be about needing an audience. Surely big names can sell anything from face creams to shoelaces, after establishing a strong personal brand. Will this type of method work for mortals like you and me?

On a quest to answer this question, I came across the story of ‘Choose Unstoppable’ podcast. 3 days after its launch on iTunes, the podcast was ranking #3 in the entrepreneurship category in Canada. Within its first year, it was featured on iTunes home page as a new and noteworthy podcast. None of this sounds too out of the ordinary unless you know the story behind. Kerri Macaulay, the host of Choose Unstoppable, shares how when she got an idea of launching a podcast, her entire audience consisted of 800 people on her email list and a small social following. Taking her audience behind the scenes was a large part of her strategy and quickly proved worth it.

Kerri shares how she started with a bold statement: she was going to launch her podcast in 30 days. For the next 30 days, she went live sharing the journey. There was time pressure, there was a pressure of actually delivering on the promise, even with the small audience. Surprisingly, her first announcement video really caught on and attracted friends of friends who wanted to cheer her up for taking on a big scary goal. Macaulay then created a “Podcast Launch” group where she documented her journey with precision. 

At the end of 30 days, the group consisted of only 305 followers. A few days after, a never-heard-of brand new podcast was hitting top 3 in the entrepreneurship category following behind Tim Ferris and Gary Vee. All thanks to the extreme levels of engagement of this small and mighty group. 

Can anyone build a group like this? I believe so. It seems like courage is the key component in executing this strategy. Kerri believes there were a few key elements to her strategy.

Follow this formula:

  1. Make a public commitment – Start by telling others what you are going to work on. The higher the goal, the more interesting it is to observe. But remember, the method is only worth it if you are 100% sure you are going to go through with the project. No matter how hard it gets. Posting a new goal on Facebook only to abandon it in a few days won’t do much good to your brand.
  2. Share the good, bad and ugly – Sharing difficult decisions, failed attempts and days when everything went wrong seems incredibly scary. But it’s the key to creating a “reality TV” factor that will glue your audience to their screens.
  3. Make people feel a part of the decision-making process – Social media offers many solutions to take decisions out of your board room and get the audience involved. From voting for the book cover to asking what topics should your new course cover. In his classic marketing book “Triggers”, Joe Shugerman points out how consistency is an important trigger when it comes to buying. Once people give you something (even as little as 5 seconds of their time to leave a vote) they are more inclined to give more (sign up or buy).
  4. Keep it low-production – Macaulay engaged her audience through the entire 30 days process just going live on Facebook. In the world of glammed up experts, honesty and simplicity are refreshing. 

“Either write something worth reading or do something worth writing about.” — Benjamin Franklin

Time tested method 

If you are wondering if taking customers behind the scenes is an attribute of modern times, made possible by broadcasting devices in your pocket, let me give you an example from marketing and advertising classics. 

Claude C. Hopkins is deemed as one of the pioneers of advertising. In 1907, Hopkins was hired by Schlitz Brewing Company and tasked to take their beer brand from the end of the charts to the customer’s first choice. After visiting the factory, the famous copywriter was impressed with the elaborate process of beer making. He had an idea to describe the process in his ad. But his employers were doubtful. They said every other brewery did exactly the same. The process that was obvious to them was truly a mystery to the consumers and Hopkins knew that the first company to talk about behind the scenes would win big. It resulted in a short text ad he wrote and distributed in newspapers. 

His understanding of customer psychology proved to be on point: people were fascinated with learning about something that brewers deemed “boring and uninteresting”. The sales skyrocketed, and a famous case for advertising school-books was created. 

Psychological principles behind this method were as effective 100 years ago as they are today. Authenticity is kind of a buzzword, but looking at it through a lens of these 2 successful launch stories, helped me see it in a different light. It’s not only about adding sprinkles of hardships into your entrepreneurial glam. Instead, there is a continuity, there is taking people on a journey, there is being honest about not being an expert at everything and inviting people to observe how you become one.

My name is Natasha Zo. I’m a media relations specialist, artist, and salsa enthusiast. For me all these career paths of mine boil down to one core interest: I love to meet people, discover stories that are worth sharing and help those people to be heard. I’ve helped multiple authors and entrepreneurs to score that Amazon bestseller title and amplify their message through the power of media. Currently, I’m running a PR agency that helps wellness thought leaders to raise their expert status by building a media presence.

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Success Advice

What Every New CEO Must Do in Their First 100 Days (or Risk Failure)

Your first 100 days as CEO could define your entire legacy, here’s how to make every move count

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Image Credit: Midjourney

When Tim Cook took over from Steve Jobs at Apple, the world watched with bated breath. Jobs wasn’t just a CEO; he was a visionary, an icon, and a legend of innovative leadership. (more…)

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Entrepreneurs

The Leadership Shift Every Company Needs in 2025

Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

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Bridging the gap between employees and employers
Image Credit: Midjourney

In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”

While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.

Why This Gap Exists

Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.

What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.

Tools and Techniques to Bridge the Gap

Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.

1. Practice Mutual Empathy

Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.

2. Maintain Professional Boundaries

Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.

3. Follow the Golden Rule

Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.

4. Avoid Micromanagement

Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.

5. Empower Employees to Grow

Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.

6. Communicate in All Directions

Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.

7. Overcome Insecurities

Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.

8. Invest in Coaching and Mentorship

True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.

9. Eliminate Favoritism

Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.

10. Recognize Efforts Promptly

Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.

11. Conduct Thoughtful Exit Interviews

When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.

12. Provide Leadership Development

Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.

13. Adopt Soft Leadership Principles

Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.

The Bigger Picture: HR’s Role

Mercer’s global research highlights five key priorities for organizations:

  • Build diverse talent pipelines

  • Embrace flexible work models

  • Design compelling career paths

  • Simplify HR processes

  • Redefine the value HR brings

The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.

Treat Employees Like Associates, Not Just Staff

When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.

Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.

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Entrepreneurs

What Makes an Entrepreneurial Leader? Traits of the World’s Best Innovators

Inside the mindset of entrepreneurial leaders who transform risk, passion, and vision into world-changing results.

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When you think of Richard Branson (Virgin Group), Bill Gates (Microsoft), Steve Jobs (Apple), Rupert Murdoch (News Corporation), and Ted Turner (CNN), one thing becomes clear: they are not just entrepreneurs, they are entrepreneurial leaders. (more…)

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Entrepreneurs

Building a Business Empire: Lessons from the World’s Boldest Entrepreneurs

Learn essential lessons, success strategies, and mindset shifts every aspiring entrepreneur needs to overcome challenges and build a thriving business.

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how to build a business empire
Image Credit: Midjourney

Back in July 2017, I attended a business seminar on entrepreneurship in India. With my appetite for learning and meeting new people, I wanted to explore the latest developments in the entrepreneurial world. (more…)

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