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: TalkToKayvon.com

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