The Newsletter, Issue #93
July 9th 2026

The metric that actually grows your business (Not a number, but a quality)

Hi Reader,

Let me get something out of the way before you read another word.

If you think someone is a personal brand expert only if they have a large following, then my follower count will not impress you.

I am not going to pretend otherwise. If you scroll my profile expecting the kind of numbers that signal "popularity" - you won't find that here. And if that makes you hesitate, I understand completely.

But before you click away, I want to offer you something more useful than a number. A more honest way to evaluate who you should actually be learning from, or most importantly, if this is what is expected from you as a business owner using social media for their brand and business growth.

A big following is a skill.

It is a real, learnable, valuable skill. And some of the people who have it are genuinely brilliant at what they do.

But there's a bigger skill you need to build a reputation. And it is not - despite what the personal brand industry would have you believe - the skill that grows your business as a founder.

When someone with a hundred thousand followers tells you they can help you build your personal brand, what they are often actually offering to teach you is how they built their following. Which makes sense. It is what they know. It is what worked for them.

But as a founder, your goal is not a following that doesn't have the potential to convert. Your goal is a reputation that sends the right people to you - clients, partners, speaking invitations, media opportunities - without you having to perform for an algorithm every single day to make it happen.

Those are different goals. They require different strategies.

I will be honest about where I stand.

My business does not run on my follower count. It runs on my reputation and the trust that I've built with my small following and network.

The clients who come to me don't come because they stumbled across a viral post. They come because my content gives them validation as a business owner. They see themselves in it.

The value they get from my share moves the needle for them when they follow a tip. Someone whose opinion they trust said my name in a room I wasn't in, or hosted me on their podcast, or shared my perspective on their stage.

Because a founder they respected told them: she is the person you need to talk to.

That is what a strong reputation does. It carries your name into conversations you are not having, rooms you are not in, and decisions you don't even know are being made about you.

You don't need a million followers to publish a book people actually want to read. You don't need a million followers to sell a high-ticket offer consistently. You don't need a million followers to be invited to speak on the stages that matter to your business.

What you need as a business owner is for the right people to know your name.. and to trust it.

Which is why I work the way I work.

I have seen firsthand - across twenty years of communications work and in my own business - what happens when a strategist gives a founder their full, undivided attention versus what happens when you are one voice in a room of fifty or hundred.

Transformation is specific. It requires someone who knows your business, your audience, your positioning, and your gaps well enough to tell you exactly what is working and exactly what is quietly costing you clients and opportunities.

Generic frameworks designed for the average founder will get you average results.

When we work together 1-on-1, we build a strategy that is designed for your business, your reputation, and the rooms you are trying to get into. Not someone else's.

So if you have been wondering why your personal brand feels like it should be doing more for your business than it currently is - that is exactly the conversation I am here to have.

I'm not about growing your following. I'm about building the reputation that actually moves the needle for founders and their businesses. I'm about getting your name into rooms before you arrive.

Hope this gives you the perspective you need, to see your efforts from reputation and personal brand building - as a business owner - by leveraging trust. You've got this!

P.S. If you want to go deeper on this, and much more, my three-month private consultancy is where we build your full reputation strategy together, starting with the foundation that makes everything else work.

A small number of spots are opening soon. Here's the application form.

PPS: Visit my Resource page for free guides, assessments and masterclasses. If you want to read older editions of the newsletter, you'll find them here.