It Was Never About Coffee

Hey there 🧠

Ready for another day of staying ahead of the competition in the Growth race?

Oh and before we go ahead! If your friend sent this to you, be sure to subscribe here! So you don’t miss out on any editions.

Partnership with The Shift

The AI Newsletter That Solves Problems, Not Creates Them

AI can do a lot, but most newsletters leave you wondering what’s actually worth trying. 

That’s where The Shift comes in. They don’t just tell you “what’s new” in AI. 

Every edition answers one question: What can you do with AI today that saves you time, money, or effort?

You’ll see real-world examples, step-by-step mini-guides, and instantly usable prompts, plus free access to 3,000+ AI tools and top free AI courses so you can apply what you learn right away.

No hype, no wasted time, and no “just in case” news. If it’s in The Shift, it’s because it can make your work better today.

Subscribe to The Shift now - it’s free!

💡 The Identity Signaling Effect And Why People Buy What They Buy

Ever wondered why someone buys a seven-dollar latte when free coffee is right there? It is not about caffeine. It is about what the cup says.

Identity signaling explains why people purchase products that broadcast their values, status, and tribe. Research shows people willingly pay premiums for brands that help them express who they want to be, even when cheaper, identical alternatives exist.

A four-hundred-dollar cooler is not about ice. It signals rugged adventure. Using Notion over Excel signals modern creative work. When products help people tell their story, buying becomes easy.

1️⃣ Make Consumption Visible: Identity signaling only works when others can see it. Superhuman mastered this with a simple default line added to every email, turning daily usage into a status signal and viral loop. Allbirds achieved the same effect through a distinctive aesthetic that instantly communicates eco-consciousness and design taste. When usage naturally broadcasts identity, customers market the product for you.

2️⃣ Align With A Specific Tribe: People buy to belong. Brands win when they clearly represent a defined group rather than everyone. Notion became the tool of choice for productive creatives and knowledge workers who see themselves as flexible yet organized. Users share setups not to teach, but to signal membership. The strongest brands make customers feel like they are using the tool people like us use.

3️⃣ Create Friction For Exclusivity: Ease kills signaling. When access requires effort, status increases. Waitlists, limited drops, and invite only betas turn ownership into proof of belonging. Supreme built its brand on scarcity, where getting the product mattered as much as the product itself. Difficulty creates meaning, and meaning increases perceived value.

The Takeaway

People do not just buy products for function. They buy them to express identity. When brands make usage visible, align with a clear tribe, and introduce selective friction, they turn purchases into powerful personal statements.

💡 What Is The Top Challenge For A Marketing Agency
Insights from stackedmarketer

Running an agency feels like constant motion. Slow down, and everything starts slipping.

Despite strong delivery confidence, most agencies are stuck worrying about the same problem over and over again. Where the next client comes from.

The data makes it clear.

1️⃣ New Client Acquisition Is The Biggest Stress Point: New client acquisition tops the list of operational challenges, with thirty-four percent of agency leaders calling it their biggest headache. Winning work feels harder than doing the work itself. The pressure of pitching, chasing leads, and keeping pipelines full outweighs concerns about execution quality.

2️⃣ Burnout Comes Right After Sales Pressure: Time pressure and stress follow closely behind. This suggests agencies are stretched thin by the constant hustle required to stay visible and relevant. Teams are confident they can deliver, but the emotional cost of nonstop selling takes a toll long before projects even begin.

3️⃣ Delivery Is Not The Real Problem: On-time and on-budget delivery ranks lowest among concerns. That signals competence. Agencies trust their ability to execute once a contract is signed. The challenge lies in getting to that point consistently without exhausting the team.

4️⃣ The Classic Agency Bottleneck: Most agencies swing between two extremes. Either work is flowing, and delivery stress spikes, or the pipeline dries up, and sales anxiety takes over. Rarely do both feel balanced at the same time.

5️⃣ Build A Scalable Acquisition Engine: If acquisition is your bottleneck, referrals alone will not fix it. Agencies need inbound systems just like their clients do. Content, positioning, and repeatable funnels reduce reliance on constant outreach and unpredictable word of mouth.

The Takeaway

Agencies that struggle to sell themselves stay stuck in survival mode. Treat your own agency like your most important client. When your acquisition engine works, delivery becomes sustainable, stress drops, and growth stops feeling like a sprint with no finish line.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰