Keep positioning yourself

Most founders think positioning is something you do when you “have time”.

When the product is stable.
When the pipeline is healthy.
When the team is calm.
When life stops throwing chairs.

Cool fantasy.

In the real world, positioning is what you do when things are messy. Because messy is the default.

Positioning is not a logo refresh. It’s not a clever tagline. It’s not a “brand voice” doc that nobody opens again.

Positioning is the consistent decision to stand for something, to say no to distractions, and to keep showing up with the same energy even when your week is trying to break your teeth.

And if you do that long enough, it compounds.

Not in a cute motivational way. In a boring, real, unfair advantage kind of way.

Because while everyone else is reacting, you are building a signal that people can recognize from a mile away. 

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Noise is everywhere. Signal is earned.

The market is loud.
Competitors are louder.
Everyone has a “framework”. Everyone has a “secret”. Everyone is “crushing it”.

Most of it is noise.

Signal is what’s left after you’ve repeated the same message, the same standards, and the same level of delivery for long enough that people start saying:

“Those guys are the ones who do that.”

That’s the win.

Not virality. Not a lucky post. Not a once-off referral.

Long term success comes from being positioned clearly, then reinforcing it through action.

Over and over.
Even when you are tired.
Even when you are stressed.
Even when you’re dealing with five fires at once and the sixth one is already warming up.

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The week from hell

Last year, Nexubis had a week that genuinely felt cursed.

Not “busy week” cursed. Not “a few things went wrong” cursed.

I mean the kind of week where you wake up already annoyed, open your laptop, and your first thought is:
“This week can’t get worse, right?”

And the universe immediately replies:
“Wanna bet?”

It was internal turmoil, external client chaos, random problems that should not have happened, and pressure stacking on pressure.

Things broke.
Plans shifted.
People were stressed.
Clients were stressed.
We were trying to keep delivery moving while also keeping the ship upright.

At some point, me and our COO were genuinely sitting there like two idiots going:
“Are we cursed?”

It felt like every time we solved one problem, two more showed up, and one of them was personal.

That week did not end with a big cinematic turnaround. It ended with us being exhausted and annoyed.

But then the next week happened.
And we sorted it.

Not magically. Not instantly. But decisively.

We took the mess, broke it into pieces, handled what we could handle, and moved forward.

And that was the moment the lesson landed properly.

It’s not the hard week that defines you. It’s what you do the day after.

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Don’t crumble under weight. Use it.

Pressure is not always a bad thing.

Sometimes pressure is a weapon. Sometimes it’s fuel. Sometimes it’s the thing that forces you to become the version of yourself that you’ve been avoiding.

Urgency has a weird superpower.

When you really have to make things happen, you make a way.

You stop debating.
You stop overthinking.
You stop fantasizing about a better week.

You execute.

That is positive stress. The kind that sharpens you.

The weight doesn’t have to crush you.
It can become momentum.

But only if you keep moving.

Because momentum isn’t built through motivation. It’s built through action while you feel like you have none.

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Take it one day at a time

Founders love big plans.

I love big plans too.

But life doesn’t care about your plan.

No day is the same. No week is the same. Some weeks you are on top of everything and you feel unstoppable. Other weeks you’re managing chaos with one hand while trying to look calm with the other.

That unpredictability is not a bug. It’s the game.

So instead of trying to “solve life”, take it one day at a time.

What’s the next right move?
What’s the next problem to solve?
What’s one thing you can ship today?

That’s it.

You don’t need to win the year today. You just need to win Tuesday.

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Control what you can. Forget the rest.

This is where positioning becomes real.

When things go wrong, the easiest move is to spiral and start reacting to everything.

You start chasing every problem.
You start changing direction every hour.
You start rewriting the plan because emotions are driving the wheel.

And suddenly you’re busy, but you’re not building anything.

The calmer move is this:

• Control what you can control.
• Accept what you can’t.
• Keep moving forward anyway.

And yes, sometimes that means saying:

“Cool. That’s out of my control. Fuck it.”

Not in a careless way. In a focused way.

Because if you spend your energy fighting weather, you don’t build shelter.

If you spend your energy arguing with reality, you don’t ship work.

Positioning is choosing where your energy goes, consistently.

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The shoe, the pile of shit, and the grass

Founders step in it. Constantly.

Some of it is your fault. Some of it is not. Either way, you still have to walk.

You can stand there and stare at your shoe, angry and offended. Or you can keep moving until you find grass, clean it off, and carry on.

That’s perseverance.

Not the flashy kind. The boring kind. The kind that actually separates the people who make it from the people who don’t.

The people who succeed are not the ones who never hit bad weeks. They are the ones who don’t stop because of them.

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Consistent positioning is how you win long term

Back to the point.

If you position yourself clearly, and you keep reinforcing it through action, you create stability even when life is unstable.

For us, that means we keep showing up as a creative partner. The team that helps businesses keep their front of house tight: brand, website, rollout assets, motion, the stuff that has to ship even when everything else is chaos.

And the only way that becomes true is repetition under pressure.

Not when it’s easy.
When it’s hard.
When the week is cursed.
When the fan is catching everything.

Because that’s when your positioning stops being words and becomes reality.

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Final thought

Problems are temporary.

Even the nasty ones. Even the weeks that feel like they are designed to test your sanity.

Solve what you can.
Ignore what you can’t.
Take it one day at a time.
Keep moving forward.

Eventually you find grass.

And if you do it long enough, you look back and realize the bad weeks didn’t derail you.

They trained you.