From Laid off to Lit Up | My ‘Aha Moment’ Story

For most of us, the choice to start our brands falls down to a single moment. An experience. A choice.

The song that inspired my brand name ‘Dream Again’

In late 2018, I was hauling bags of groceries through the biting cold into my second-floor apartment. It was a time-between-times for me, when everything felt like it was going wrong. And I desperate to imagine a way out of it all. The last few months had seen me...

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Jack & the Beanstalk, David & Goliath, and Jayson Gonzalez

Jack & the Beanstalk, David & Goliath, and Jayson Gonzalez

If you haven't been following the hilarious exploits of Jayson Gonzalez and the Krispy Kreme donuts fiasco, here's a link. My summary is this: a student in Minnesota saw an opportunity in the market, and grabbed it. Krispy Kreme at the time has no stores in Minnesota...

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If your brand was a movie character, who would it be?

If your brand was a movie character, who would it be?

A few years back, I was on a brand call with a mobile locksmith. He was a young guy, and I was enjoying the passion he brought to his business. He would talk about how normal it was for people to get ripped off just because they were locked out of home or car.

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The day I started a magazine, and created a tribe

The day I started a magazine, and created a tribe

Leading a tribe is like showing people where to go, and then getting out of the way. It's not an ego trip. It's a we-go together trip. A few years back, I was hugely excited to be given carte-blanche to start up a tribe. I was working with a private, distance school...

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Would you fire a client over bad reviews?

Would you fire a client over bad reviews?

Just the other day, I came across a website for an app, and saw that it had links to the App store and the Play store. I was curious about how it was doing, so I had a look at the reviews, and was surprised to see that most of the reviews were bad. People were...

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You see something on a Desert Island: now what?

You see something on a Desert Island: now what?

The sand swirls into your mouth, and the briny backwash of the tide swirls you around like a lost tooth. Half baked from blinding, mid-morning sunshine, and half-shrivelled from hours drifting across a lagoon, you push yourself up onto your knees. You and a group of...

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Dominic de Souza

Storyteller, Marketer

Born in New Zealand, raised in Australia, studied in Fiji and France, now living in the United States. After writing my first novel at 13, I spent 15 years in marketing and design. Today, I help wildly-passionate small businesses clarify their story to spellbind audiences.  Sign up for my weekly digest!