start-ups tend to define their brand + narrative upfront (often times day 1),
whereas big companies tend to tackle brand/narrative of new features and
products right before launch. my view: building without an identity is like
making decisions without a soul. Your product's narrative should come first,
it's your compass for compromise-making, a north star for accountability, and a
force of alignment that changes minds and hearts - and cuts through the butter
of bureaucracy like a hot knife. so, don't underestimate the value of nailing
brand first, drafting a fake press release, or prototypes that are worth a
hundred meetings. they'll serve you well.

Posted by Scott Belsky on LinkedIn