death sentence for publishers in 2025

Confession:

I’m a sucker for a good biopic.

So even though I don’t know the first thing about folk music…

And couldn’t name a single Bob Dylan song for you if my life depended on it…

I was excited to watch the movie that came about him recently.

Luckily, it did not disappoint.

Now, I won’t spoil anything in case you’re planning to watch it…

But there’s a killer line I want to share.

Early on, Bob (played by Timothée Chalamet) is talking about his experience working in a carnival and studying successful stage performers…

When he drops this pearl:

“You can be beautiful or you can be ugly, but you can’t be plain.”

Oof.

I just love that.

Because it’s 100% true.

And not just when it comes to performing on stage.

It also applies to marketing and branding.

The brands, creators, and experts who stand out in today's crowded marketplace aren't always the most polished or perfect…

But what they all have in common is they're anything but forgettable.

They've planted their flag somewhere.

They have a point of view that attracts some people and repels others.

For example:

Some of mine are…

- Telling stories over delivering value
- Running paid ads over posting on social media
- Renting in the city over buying in the suburbs
- Designing your life first and business second
- Building a war chest over burning the boats
- Drinking tequila over whiskey or bourbon
- Getting up early over staying up late

Just to name a few.

And these values, beliefs, and points of view act as filters for my audience.

They help people decide whether they vibe with me or not.

Meanwhile, those who try to play it safe by appealing to everyone…

Who sand down all their rough edges…

Who avoid taking strong positions for fear of turning someone off…

Are the ones who get completely overlooked.

And invisibility is a death sentence for any publisher in 2025.

It’s far better to be polarizing than forgettable.

Now, what’s the best way to do this?

Well, in my humble and only-somewhat-biased opinion… 

It’s by using storytelling (and specifically, with the method I teach in my book) to share your unique values, beliefs, and worldview.

Because these aren’t just aspects of your personality…

They’re pillars of your marketing strategy.

And the sooner you start putting them to work… 

The faster you’ll be able to build an audience of True Fans who gobble up everything you put out.

Jim Hamilton