21 May 2026
Marketing Strategy
The Startup North Star: Solving One Problem Better Than Anyone Else
Founders often confuse their brand identity with their reason for existing. The brand can change. The problem you solve cannot.
In this video Gerard makes the case for treating your "north star" — the one specific problem for the one specific group — as the only fixed point. Look, tone, channels and tactics are all fair game to swap out as you learn.
Big companies are locked into their brand equity. Startups are not, and that freedom to iterate around a stable objective is the advantage worth using.