What if you could take your business and shake up how it's seen, inside-out to go from plateau to pop star?
Beatrice Gutknecht (Brand Positioning Badass - Badassery by B), is on a mission to help you do that while avoiding dropping big bucks on harmful rebrands.
The Art of Positioning podcast teaches you how to rewire operations around new positioning.
The goal? Ready to implement tips, aka actionable ideas, shared by Beatrice and expert guests.
Rebrands, fluffy words, and pictures can take a walk.
Check your brand health today: www.badasserybyb.com/brand-health-audit
Let’s freakin’ go!
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This is the final episode of The Art of Positioning.
And no, this is not a neat little farewell episode where everyone pretends they had the plan all along.
Beatrice sits down with Elijah Drown, the person who helped turn a random conversation into this podcast, has been behind the scenes since day one, and has never been afraid to call her out when she is talking nonsense.
They talk about why The Art of Branding became The Art of Positioning. What changed when the podcast stopped trying to fit inside a familiar category. And what happens when you stop forcing a business, a brand, or a plan to keep going in a direction that no longer fits.
There is talk of letting go of control, unexpected opportunities, guru bullshit, AI templates, the category trap, and why “being nice” is not a positioning strategy.
But there is also a harder question underneath all of it:
What do you burn when you are done pretending the old way still fits?
Not the business. Not the trust you have built.
The labels. The borrowed language. The safe version of your voice. The shiny “rebrand” that changes nothing underneath.
If you are tired of being compared on price, filed into the same category as everyone else, or trying to look different without making different decisions, this conversation is for you.
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02:35 The category trap that makes businesses comparable
05:10 Why the podcast repositioned halfway through
09:20 Letting go of control and the 13 Wishes ritual
16:45 What happens when you stop forcing the plan
24:05 Why most “rebrands” are really boredom, ego, or panic
32:00 How positioning became a business-wide decision
39:30 Being nice is not the same as being distinctive
Your Customers Grew Up. Did Your Brand? | Michael König & Owi (Mateusz Owsiany)
Saison 3 · Épisode 20
mardi 15 septembre 2026 • Durée 01:34:05
Your business has been around long enough to earn trust.
But the audience that got you here is changing. And the next one may not care about the things that made you successful in the first place.
So what do you do? Keep playing it safe until relevance quietly erodes? Or panic, rip up the brand, and leave loyal customers wondering who the hell you have become?
This week, Beatrice is joined by Michael König — who has led design and product inside heritage brands including Bang & Olufsen and Royal Copenhagen — and Owi (Mateusz Owsiany), CEO and Creative Director at MPM Team, who builds immersive digital experiences for brands reaching newer audiences.
They get into how to evolve from a position of strength, test a new direction without betting the whole business on it, move beyond a founder-led brand, and make sure creative, commercial, and customer reality are all in the same room.
Because your next audience should not have to come at the cost of the one that trusted you first.
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04:05 The risk of waiting until change becomes urgent
13:35 Build your next audience from a position of strength
18:00 Panic rebrand or a gradual evolution?
29:00 When customers trust the owner, not the business
38:40 When a new audience needs its own offer or sub-brand
49:00 How to turn strategy into changes your team can deliver
Wrecked on a Handshake | Sherrie L Prince & Ivan Vickers
Saison 3 · Épisode 19
mardi 1 septembre 2026 • Durée 01:04:11
You shake hands. You're excited. You've both got ideas, big plans, and every reason to think it'll work.
Then one person starts doing more than the other.
Someone stops saying what they actually think.
Decisions get made without a proper conversation.
And before anyone calls it a problem, the business is already pulling apart.
Scherrie L. Prince is a trial attorney. Her own first business ended on a handshake with nothing written down, and her partner signed his share over to his wife, who then walked in and introduced herself as the new partner. Ivan Vickers has his own version of that story, and 400 odd startups behind him since.
So we got the two of them on for the stuff people skip while they're busy being excited.
We get into:
How to tell that someone wants your audience more than a partnership
What has to be agreed before anyone's name goes next to yours
Whether a partnership that's already gone tense can be brought back
The five people a partnership turns you into, and which one you're being right now
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Before repositioning, rebranding, or making ground-shaking changes with your business, if you don't understand what's performing well and what isn't, those changes won't work.
04:08 Why partnerships go wrong after the handshake
Good at Everything, Priced Like It | Christine Slocumb
Saison 3 · Épisode 18
mardi 18 août 2026 • Durée 01:23:03
Christine Slocumb can do just about anything for anyone. Which is how she ended up spending five years at the same revenue, the same margin, and everyone telling her the agency looked great.
She'd built Clarity Quest into one of the top healthcare marketing agencies in the US, and every client on the books wanted her, personally, on every call. Which is lovely right up until a premier healthcare brand turns up, the exact work you built the place for, and you have to tell them no because nobody's free and you didn't hire in time.
So she started firing clients, those running $20,000-a-month ad budgets through the agency, knowing full well she might have to watch a $3M year shrink to $2.5M.
She did it anyway. Narrowed the agency down to three kinds of company, put the brand work up to three times what she'd been charging, and nobody blinked.
Then she went to sell. Three years, five letters of intent, four dead deals.
We get into all of it, including the clause sitting in a lot of service contracts that means you have to go ask your clients for permission to sell your own business.
Worth a listen if the number hasn't moved in a while and everyone keeps telling you you're doing great.
Built Around One Brain: Avoid Team Burn Out | Alexis Frank & Mark Sones
Saison 3 · Épisode 17
mardi 21 juillet 2026 • Durée 01:13:45
Most businesses are built around one kind of brain.
Usually yours as the founder, and then wonder why their top performers burn out, go silent, or check out while still technically doing their job.
In this episode, we get into what happens when neurodivergent minds hit systems that were never built with them in mind, and what it takes to build a business that works for the humans inside it.
We're joined by Alexis Frank, creator of Governance by Design, and Mark Sones, autistic ADHD leader turned neurodiversity consultant, to break down how hiring, leadership and processes change when you stop pretending everyone thinks the same.
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Before repositioning, rebranding, or making ground-shaking changes with your business, if you don't understand what's performing well and what isn't, those changes won't work.
Diagnose and fix the gaps in your brand today:
http://badasserybyb.com/brand-health-audit
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04:15 Where Systems Break Down
07:17 Early Signs of Burnout
21:45 Getting Honest Feedback
27:42 Rethinking Hiring Interviews
34:11 Designing Better Assessments
38:48 Thinking Styles Fit
The Growth Move Tearing Your Business Apart | Amanda Green & John Hanrahan
Saison 3 · Épisode 16
mardi 9 juin 2026 • Durée 01:16:09
Most businesses don't fall apart from bad decisions.
They fall apart from good ones made too soon.
A second brand. A new offer. Another location. It all looks like momentum until the original thing starts cracking with confused customers, divided staff, and a message that doesn't know what it's saying anymore.
John Hanrahan, franchise strategist and the man who's 4x'd EBITDA on a multi-billion dollar automotive portfolio, and Amanda Green, award-winning journalist and newsroom systems builder, get into exactly where it breaks and what to do before it does.
We cover:
The first signs that show trouble (beyond financials)
How internal communication become a public brand problem
What it takes to keep things pulling in the same direction when scaling across offers, locations, or audiences.
If you're sitting on a growth decision right now, this one's perfect timing.
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Often, I see businesses hit a wall when it comes to their offerings and brands not complementing or building on each other to the point of brand cannibalization.
So, The Brand Scaling Tool was born to find the best solution for your mix and goals. Get direction right up front based on where you're at today:
https://www.badasserybyb.com/brand-scaling
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Your Brand Isn't Confusing. You Are. | Emily McGregor & Rachel Lee
Saison 3 · Épisode 15
mardi 26 mai 2026 • Durée 01:18:30
Your website gives off a feeling. Your brand has a story. But are they actually saying the same thing?
In this Art of Positioning episode, we go at it from three angles: visuals, words, and strategy, with UX designer Rachel Lee and verbal identity specialist Emily McGregor.
Real client stories, real gaps they've seen, and the tests you can run right now to find out if your brand is actually distinct or just looks that way from the inside.
We cover why hiding behind credentials is repelling the exact clients you want, what happens when your personality and your website are total strangers to each other, why your 404 page and confirmation emails are doing more damage than you think, and how to figure out if your brand would still be recognizable with your name stripped out of it.
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Often, I see businesses hit a wall when it comes to their offerings and brands not complementing or building on each other to the point of brand cannibalization.
So, The Brand Scaling Tool was born to find the best solution for your mix and goals. Get direction right up front based on where you're at today:
https://www.badasserybyb.com/brand-scaling
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03:57 Brand Story vs Website
06:55 Common Disconnect Patterns
15:40 Spotting Misalignment Fast
18:45 Messaging vs Visuals - The Correct Order
The $3M Wall | Dave Marciniak
Saison 3 · Épisode 14
mardi 12 mai 2026 • Durée 43:37
Laid off in the middle of the 2008 crash with a day’s notice and no savings cushion, Dave Marciniak did the one thing he could not afford to do: he started again.
That decision led him into landscaping, where he built a reputation for unusual work, the kind of projects that don’t just fill a garden, they change what people think is possible. But after 20 years, he hit the part of business no one likes to talk about: the point where being good at everything starts to work against you.
So he shut Revolutionary Gardens down completely and started fresh with Landscape Design Lab, a fractional design advisory for landscapers who are tired of carrying the whole business on their backs.
In this episode, Dave explains:
How he shifted his messaging toward clients who actually value design
Why so many landscape firms hit the same brutal wall around $3 million to $4 million
How one client grew from $20K–$40K jobs to $200K–$400K projects after repositioning higher
This one is for the owners who know they’ve outgrown the business they built, but haven’t figured out how to stop being trapped inside it.
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Audit your brand performance: https://www.badasserybyb.com/brand-health-audit
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02:43 Laid Off to Launch
04:42 Design Rules and Weird Projects
07:07 Evolving Positioning and Ideal Clients
09:36 Scaling Past the Wall
Acquisitions Without Chaos | Wendy Murphy
Saison 3 · Épisode 13
mardi 28 avril 2026 • Durée 01:16:14
Wendy Murphy, CEO of second‑generation Timber Tech Truss (started by her parents in 1980), shares what growth really looks like when you go from family-run to private equity-backed, and then acquire two businesses in 18 months.
She shares why Timber Tech sold to align on a new direction, how the bolt‑on strategy led to buying a stair company and a prefab wall/framing company, and why “alignment” beats spreadsheets when picking acquisition targets.
You’ll hear the unsexy stuff that makes or breaks integration: a 90‑day pause to build trust, audits (HR, safety, engagement), change management as an emotional process, ERP assumptions that don’t scale, and why messaging/brand continuity can lag behind ops—without confusing customers.
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Audit your brand performance: https://www.badasserybyb.com/brand-health-audit
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04:18 Selling to Private Equity
08:09 Surprises in Due Diligence
17:28 Guiding Principles That Scale
22:37 90 Day Integration Playbook
34:17 Systems and Org Chart Lessons
41:05 Shiny Object Discipline
52:30 Conduct Versus Performance
56:12 KPIs and Development Hours
01:00:06 M&A Advice for Sellers
01:05:30 Earnouts And Deal Reality
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The Anti-Traditional Agency Pivot | Taylor Wilson
Saison 3 · Épisode 12
mardi 9 décembre 2025 • Durée 59:49
Taylor Wilson ran a traditional agency. Hourly rates. Custom proposals. It wasn't scalable.
She could only sell so much of herself. Leadership buy-in took forever. Budgets got cut. The model was breaking.
So she repositioned Creative Shizzle to work like Netflix. Monthly subscription. Get what you need. No massive proposals. No six-figure commitments required.
The transition wasn't smooth. Revenue forecasting was a nightmare. She invested in marketing way too late. She had to learn to say no to business that didn't fit.
But now? She's scaling faster, landing clients easier, and serving lean marketing teams who need full creative support without the agency overhead.
This one is perfect for business owners who are thinking about their operational models in a rapidly changing market.
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Find gaps in your brand health and performance in 5 minutes with The Brand Health Audit.
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04:05 Launching Creative Shizzle and Initial Challenges
06:32 Scaling and Rebranding to Creative Shizzle
15:56 Communicating the Change to Clients
21:42 Aligning Sales Processes with New Positioning
26:05 Market Response and Unexpected Challenges
32:55 Inbound vs. Outbound Sales Strategies
40:06 Launching a Creative Platform
51:25 The Future of Design Services
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