Hi ,
In the last email, I shared how I didn’t invent my brand — I heard it.
It came straight from the words clients kept saying: “You made it so simple.”
But what I didn’t tell you…
is that I almost missed it completely.
I almost got too clever.
Before Simplify, I was calling my brand Sole Focus.
It sounded nice.
Kind of poetic.
A little mysterious.
It came from two ideas:
That I gave my clients my full attention…
And that I helped them focus on just one thing at a time.
But the name had issues.
People thought I said “soul” focus — like I was a life coach.
It didn’t sound like a business service.
And more importantly, it didn’t stick.
I had to explain it.
Over and over.
So I kept searching.
Not knowing that I had the answer from years earlier —
before I was doing any business coaching at all.
Back then, I ran a web design and internet programming company.
We had grown to 12 employees and served big-name clients like Nokia.
And like most founders trying to “do it right,” I decided we needed a mission statement.
So I gathered the team.
We all listed our values.
We cross-compared.
Voted.
Debated.
And crafted a first draft.
It felt… fine.
But also hollow.
Artificial.
Later that day, I was out jogging, replaying the whole thing in my head.
I asked myself: Even if we finish this, will it mean anything?
I thought about other companies' mission statements.
Did I even remember any of them?
Did I ever feel connected to one?
Nope.
Then I thought about my frustration.
And the words came through like lightning:
It has to be simpler than this.
That was the moment.
Not long after, I wrote down seven words that have guided me ever since:
My mission is to make it simpler.
Whatever “it” is — marketing, sales, systems, delegation, implementation — my job is to take the complex and make it clear.
That line stuck.
More than any clever phrase.
More than any “brand brainstorming session.”
And the moment I embraced Simplify, everything started falling into place.
The truth is, I almost missed it.
I almost kept chasing clever.
I almost ignored what was right in front of me.
The mistake I almost made?
Trying to invent my brand…
instead of listening for it.
In tomorrow's email I’ll show you exactly what I did once I realized Simplify was it — how I made the brand repeatable and built everything around it.
See you in the next one.
Relentlessly dedicated to your profitability,
Dr. Kayvon K
Simplifier & Profit Finder
Let's connect: LinkedIn
Meeting:Â TalkToKayvon.com
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