Perspectives
One article a month on how service businesses are perceived.
Essay · August 2026 · 5 min
Being discreet is not being invisible
Being discreet means choosing what you show. Being invisible means losing control of what people see.
Analysis · July 2026 · 4 min
Word of mouth is a glass ceiling
A channel you don’t control, can’t measure and can’t accelerate. A dividend, not a strategy.
Essay · June 2026 · 5 min
The founder is the brand, whether they like it or not
The market puts a face to a business anyway. Being the face of your brand isn’t about ego. It’s about serving your clients.
Analysis · May 2026 · 4 min
Why your brochure reassures everyone except your clients
Hide your logo. If the document could belong to your competitor, it’s working for the category, not for you.
Guide · April 2026 · 6 min
Rebranding: there is no perfect time. There is a clear signal.
A brand identity doesn’t suddenly break. It slowly declines. Four signals that don’t lie.