Ciao friends,
What’s rocking?

This week, I’ve had four flights, four long train rides, buses, taxis, and traveled through three countries.
And the one thought that kept bugging me was:
Why do transportation companies go out of their way to annoy their clients?

Airlines have become such a horrible experience.
They seem to actively choose to make their customers anxious, angry, and unhappy.
Flights are delayed, there are arguments about extra luggage, and service is often poor. There’s just too much to worry about, all disguised as “saving a few bucks.”

I wonder if one airline will ever capitalize on this gap.
An airline that’s kind, on time, and tells it like it is.
Maybe it would be more expensive. But maybe that small shift would be such a welcome change, people would actually celebrate it.

When airlines position themselves as money-making machines, people don’t see a brand.
They see a bad memory. A stressful journey. A problem.
The issue is, right now, there are no real options. Just a gamble and the best price you can find.

I see a huge opportunity here.

Would you pay more for an airline that gives you more certainty and peace of mind?

Stop complaining

When things get tough, people tend to blame everyone and everything except their own decisions.
But have you ever thought about just saying, “It’s not them, it’s my brand”?

The last couple of years have been tough on young entrepreneurs trying to raise capital.
Markets have shifted. Interest rates have exploded.
Cheap money isn’t as easy to come by as it was during the COVID years.

Now, when times were good, it felt like any idea could be funded.
But in truth, we just heard about more success stories. The numbers were slightly higher, but the majority of founders still didn’t raise.
Companies were still going bankrupt.
Selling on social was still rough.

Come to think of it, whether times are good or bad, starting a business is never easy.
But complaining? That’s always easy.

We’re seeing a wave of founders frustrated with how hard it is to grow on social media or raise capital.
And while some of it might be true, I believe it comes down to one key insight:

You are not your brand.
These are two separate entities.
You’d never meet a customer and say, “My brand complains a lot,” right?

When you say, “It’s the clients,” or “It’s social media,” or “It’s the VC that doesn’t get it,”
That might all be true.
But it’s not helpful. It won’t move you forward. And it won’t help your team either.

There are only two states people and brands can operate from:
A positive mindset or a negative one.
Like a switch, you choose which one to turn on.

If you choose negativity, the perception of your brand becomes negative too.
Leading through frustration is not leadership.
Complaining about investors won’t motivate your employees, and it won’t inspire your audience either.

Separate who you are from the brand.
Even when things get hard, it’s still on you to find a way forward or step aside.
And the truth is, the world won’t care either way.

Now don’t get me wrong. It’s okay to feel frustrated. It’s okay to vent.
But treat that as an internal process, not something you project through your brand.
Vent to clear your mind, not to escape responsibility.

What if you agreed that every hurdle is just a chance to grow?

The VC didn’t get it?
Maybe your content wasn’t strong enough.
Maybe your value proposition needs work.
What if all these moments were signals, pointing you toward improvement, change, or something better?

You are responsible for everything.
You are accountable for everything.

Once you accept that, it’s time to rewire your brand.
When you're stuck, don’t just react. Return to the foundation.
Your brand book should guide you.

How does your brand respond to obstacles?

Where are the values that explain your resilience?

What behavior defines how your brand shows up when something goes wrong?

Look at your team. Look at yourself.

Are you willing to listen?
Are you willing to learn?
How do you apply those lessons?

If you don’t define how your brand reacts, it becomes easy to shift the blame.
But it becomes almost impossible to grow.

Maybe they didn’t understand you.
Maybe the copy wasn’t good enough.
Maybe you don’t have product-market fit. Yet.

Tough conversations make tougher brands.
Own it. Don’t avoid it.
And stop blaming everyone else.
It won’t make your life any easier.

Building in public

A huge part of my travels is dedicated to walking and thinking about my work and my clients.
This week, I woke up twice around 6 a.m. with ideas for clients.

I'm happy to see so many success stories: new taglines, winning pitches. I think one of my biggest wins this year happened on a Sunday call. A client landed back from a U.S. conference with 72 qualified leads and a dozen calls already booked. And these leads? Not just enterprises. We’re talking countries, armies, and huge organizations.

Walking and thinking helps me review ideas over and over, playing them in my head.
But it also lets me procrastinate on my own content.
It’s time to get back.

After a month and a half under the radar (I didn’t even post about my big talks), with no LinkedIn or YouTube presence, I’m ready to return.

The Business Storyteller is what I want to be known for.
I’m working with Shay, my project manager, to launch an updated version of my website.

My main struggle right now is positioning my thoughts around marketing.
I want to share a growth mindset and give people the tools to find their voice. Push less, teach more.
It’s a work in progress.

I woke up Wednesday in Bari, Italy.
Had dinner in Athens, Greece.
And I’ll start the weekend in Tel Aviv.

I feel so blessed to live this life.
Thank you, everyone.

Let me know if I can help you in any way.

Join me on my journey

Feeling very grateful for this community and this journey. Let’s keep learning, building, and improving together. 💡
My YouTube channel. Subscribe and support.

About Building in Public

Sharing the journey in an open, unfiltered way—the good, the bad, and the behind-the-scenes of scaling my next idea.

Just for Fun

Web stuff I’d like to share with you

🎧 Music
This week’s newsletter was created while listening to this great playlist by Flavour Trip. Perfect background for deep thinking and creative work.
👉 Listen here

🎬 The Bear – Season 4
If you’ve ever started a business—or worked in food & beverage—The Bear will hit home. Brings back memories of my old bar days.
👉 Watch the trailer

🍿 Feel like a comedy trailer?
I’m a sucker for a summer rom-com, and this one looks like a fun ride.
👉 Check out the trailer for Americana starring Sydney Sweeney