Non-fiction
Soft Launch
How everyone became a brand; and how to be one without losing yourself
Not another branding book. A working guide to building a public self that you can still live inside.
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About the book
About the book
Somewhere between the résumé and the feed, everyone acquired a brand. Most of us never agreed to it, and almost no one was given the language to manage it.
Soft Launch is a practical, unsentimental book about visibility: what it costs, what it returns, and how to build a public presence that does not quietly replace the private one.
Why I wrote it
Why I wrote it
I spent a decade helping other people sound like themselves in public. This is the book I kept writing in the margins of those projects.
Inside
What you'll find inside
- 01A framework for deciding what is yours to publish
- 02Positioning without performance
- 03Exercises for founders, writers and quiet professionals
Excerpt
An excerpt
A brand is not a personality. It is a promise repeated often enough that people plan around it.
The trouble with going public is not exposure. It is drift: the slow substitution of the version that performs well for the version that is true.
Reader notes
Soft Launch makes branding feel less like marketing theory and more like a mirror. It explores reputation, positioning, clarity and visibility with the uncomfortable realisation that we are already brands whether we consciously manage that fact or not.
Alex Frimpong
Land Analyst
Author's note
Read it slowly. Nothing here needs to be launched by Friday.
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