YES Brand

June 26, 2026
hershrephun
BIZ, Blog, FEATURED, News, YES Brand

There is Something New Under the Sun

Now What Do You Call It? On Monday, we explored what happens when people don’t understand your work. On Wednesday, we looked at what happens when people think they...

June 24, 2026
hershrephun
BIZ, Blog, FEATURED, News, YES Brand

I Get It… You’re a Blank!

What If They’re Only Half-Right? A few days ago, I wrote about Interpretive Friction. That’s what happens when people don’t understand your work. They get confused. They need an...

June 22, 2026
hershrephun
BIZ, Blog, FEATURED, News, YES Brand

What a Relief

You Don’t Have to Pay the Explanation Tax On Saturday, after services, I was sitting around a table with some fellow regulars and a new couple. The round robin...

June 19, 2026
hershrephun
BIZ, Blog, FEATURED, News, YES Brand

The Goal Was Never to Be a Category of One

Keep building the thing. There are a lot of people trying to become unique. It doesn’t work that way. The people who eventually become known for a distinctive way...

June 17, 2026
hershrephun
BIZ, Blog, FEATURED, News, YES Brand

The Strange Side Effect of Success

People keep rewarding you for who you’ve been. When you get good at something, people start calling. That’s the goal, isn’t it? You’ve spent years building expertise, credibility, relationships,...

June 15, 2026
hershrephun
BIZ, Blog, FEATURED, News, YES Brand

When All the Good Words are Taken…

…it may be time to grow up. When we’re young, categories are liberating. Student. Actor. Teacher. Doctor. Lawyer. Entrepreneur. Those words help us orient ourselves. They help other people...

June 12, 2026
hershrephun
BIZ, Blog, FEATURED, News, YES Brand

The People Who Become Categories

Or “When folks stop describing what you do and start describing how you think.” Back when I was helping clients earn publicity, visibility was the prize. Get known. Build...

June 10, 2026
hershrephun
BIZ, Blog, FEATURED, YES Brand

The Thing You Can’t Stop Seeing

The clue to what makes you distinctive is usually hiding inside what everyone else considers obvious. For a long time, I thought I had a knack for representing commercial...

June 8, 2026
hershrephun
BIZ, Blog, FEATURED, YES Brand

The Résumé Trap

At some point, the list of things you’ve done starts getting in the way of the thing that makes you distinctive. My first job out of college was managing...

June 5, 2026
hershrephun
BIZ, Blog, FEATURED, YES Brand

The Proof Is in the Movement

You don’t know your positioning is working because people understand it. You know because they behave differently. One of the easiest mistakes to make is confusing recognition with progress....