About a decade ago, I co-created the philosophy behind Big Little Legends with Gair Maxwell. He took that philosophy and turned it into a book, which was an Amazon bestseller, showing how story drives real business results. At the time, we were working with larger companies that had the teams and resources to take the Big Little Legends philosophy and turn the strategy into action.

Over the years, both Josh and I have worked with businesses across North America, from startups to established companies, but later, when I started working with founder-led small and mid-sized businesses, I realized they needed something different. These founders often don't have dedicated marketing departments or brand managers, even if they have teams of 20, 50, or 100+ employees doing excellent work in the field. The founder is still the face of the brand. Many CEOs care deeply about brand too, but for a founder it's personal. Their name, reputation, and story are all tied to what they're building, and that changes the work. Where bigger companies could hand brand work to a department, founder-led businesses needed something the founder could own and actually use themselves, not a framework that sits in a slide deck gathering dust. That's what Josh and I built together.