Here's How to Stand Out (Even If You Feel Behind)
You wake up already behind.
There’s a knot in your stomach before you even check your phone.
Too many tabs open.
Too many projects half-built.
A website. A course. A podcast idea. A book you’re still editing.
You’re coaching on the side. Helping your cousin with their nonprofit.
Speaking when you can. Posting when you remember. Trying not to burn out.
You tell yourself you’re doing your best. But deep down, you know you’re spinning.
You’re not lazy.
You’re not confused. You’re just trying to go in five directions at once—and your compass has no clue what to point to anymore.
“Your mind is sharp, but your energy is scattered.”
And no matter how good your ideas are, the traction just never seems to come.
You see other people growing. Booking gigs. Signing clients. Selling books. You wonder if they know something you don’t.
They do.
They chose to focus.
I Didn’t Start There
I built a million-dollar business out of a barbershop basement.
Barbershop basement printshop 2006ish
I was 23. In college and saw an opportunity to turn my abilities to design into something. No business plan. No investors. Just a little print shop, some grit, and an obsession with making people feel something when they worked with me.
We printed for anyone—local events, nonprofits, community groups. And eventually… we printed for Nike.
But here’s the truth: the business was boring.
What made it grow?
“I made the experience unforgettable.”
People didn’t just get T-shirts. They got me. I cracked jokes. I told stories. I followed up. I showed up with heart.
I gave a damn.
That was marketing. I just didn’t know it yet.
Then Came Refutees
Refutees was my give-back project. A mission-driven apparel brand for refugees. We created shirts and gear that told stories, opened conversations, gave back.
It wasn’t about selling merch. It was about making people feel part of something. Something real. Something with purpose.
We ran community pop-ups. Donated product. Hosted local events. And people talked.
Not because I had a big ad budget. Because I gave them something worth talking about.
And sometimes? The right people listened.
Here's my flex for the week ;)
“One of those people was Sheryl Sandberg.”
I was invited to share my story—and Refutees' mission—with her. That interview led to meaningful conversations and opened doors I couldn’t have imagined when I first started printing shirts in a barbershop.
Interview with Sheryl Sandberg, thumbnail
But I Still Felt Stuck
I was doing too much.
Running the shop. Launching Refutees. Saying yes to every opportunity. Helping friends. Dreaming up new ideas.
It all looked good on paper. But it was slowly drowning me.
My compass was spinning. There was no direction—just motion.
You might be in that same place right now.
Busy. But stuck. Doing a lot—but being remembered for none of it.
I Spoke for Free for a Decade
From 2008 to 2018, I said yes to every mic.
Schools. Churches. Events. Universities. Didn’t matter how big or small—I showed up.
I taught marketing, brand, storytelling.
I didn’t pitch. I didn’t charge. I just gave everything I had.
And guess what?
That is what built my brand.
People remembered the way I made them feel. They trusted me. They shared what I taught. They hired my shop. Brought me in to consult. They followed the journey.
But after ten years, something clicked.
I wasn’t just giving—I was hiding.
Learning to Say No
I realized I loved speaking so much that I wasn’t choosing it strategically. I was chasing applause. Chasing visibility. Chasing everything but growth.
I had extracted all I needed from that oasis.
The skills. The confidence. The storytelling chops.
But I didn’t know how to move on—because I hadn’t learned how to say no.
And until you learn to say no, you will never grow.
That’s When I Chose My Thing
I said no to:
My brother’s bakery
A promising startup app
A burger shop collab
A roofer who needed a site
A few authors whose values didn’t align with mine
I even said no to speaking gigs if they didn’t fit where I was going.
Because every time you say yes to something random, you’re quietly saying no to the business you claim you’re building.
I made a decision:
“I help nonfiction authors build unforgettable brands and grow high-ticket opportunities. That’s it.”
And I’ve poured everything into that fire ever since.
Everything I read, learn, teach, and create? It has to feed that mission.
That’s the focus. And that’s why I’m still here.
When the Compass Finally Clicks
After 2018, I stopped speaking for free.
I charged $200. Then $400. Then $1,000. Now? If it’s not $8K or higher, I usually say no—unless it aligns deeply.
But I earned that price tag.
By staying in the fire. By choosing one thing and going deep. By doing what most people avoid: being boring long enough to become great.
Your Work Isn’t the Problem
Your content is good. Your ideas are strong. Your experience is real.
But your energy is diluted.
No one hires vague. No one refers scattered. No one follows half-built authority.
You’re trying to go wide. But the path is narrow.
Here's How to Stand Out (Even If You Feel Behind)
1. Clarify One Thing What do you want to be known for in 12 months? Make it specific. Make it repeatable. If people can’t say it about you, they won’t remember you.
2. Make the Experience Unforgettable How do people feel when they work with you? What do they walk away telling others? Design for emotion, not just delivery.
3. Build Real Touchpoints People need 7+ interactions before they trust you. Where are you showing up? How are you showing up? Pick one platform. Be consistent. Be real.
4. Create a No Filter Before you say yes to anything, ask: Does this make me better at what I’m building? If not? It’s a no.
5. Stay Long Enough to Extract the Gold Your current work might feel stale. But have you finished the lesson? Have you pulled out the skills, leverage, and wisdom you’ll need for the next chapter?
If not, stay in the fire. The compass only moves when the work is complete.
Someone Who’s Living This: Jones Loflin
My friend Jones Loflin is an author, speaker, and coach, launched his fourth book recently. We connected through this very newsletter, had a conversation, and I invited him to the podcast to share his journey.
He’s a great example of someone who markets his books, training, and speaking with real intentionality—and creates experiences people remember.
Check out his new book Focused as a Bee.
Focused as a Bee Thumbnail
Be Missed
I sold my print shop years ago. And to this day, I still get messages:
“I wish you still did our shirts.” “Can you come speak again?” “You changed the way I saw my work.”
That’s the best marketing you can ask for.
To be missed. To be remembered. To be talked about long after you’ve moved on.
That doesn’t come from doing everything.
It comes from going deep in something.
Whenever You're Ready, Here Are 3 Ways I Can Help You:
Offer clarity – Get clear on your message so people know exactly what you do.
An author website that attracts leads – A site that turns visitors into opportunities.
A content strategy that builds your brand – Show up consistently and grow your authority.
If you’re ready to elevate your author brand and presence, message me.
Practice Patience & Gratitude
Hussein
