I almost lost a client over this

I almost lost a client last year because I wouldn't let them sponsor a podcast.

The reach was good. The price was fair. But the host had spent six months dunking on the exact values my client claimed to stand for.

I said no.

They got pissed. Then two weeks later, that host got torched online for something unrelated, and my client sent me a bottle of whiskey.

That's brand ideology doing its job.

Most founders think branding is logo files and color codes.

It's not.

It's your belief system, the convictions that guide every choice you make, especially the ones that cost you money.

Your competitors can steal your palette, swipe your positioning, and rip off your website in a weekend. But they can't fake what you actually believe.

And if you don't know what you believe, you're just vibing your way through every decision.

That's expensive.

Here's how to stop winging it.

#1: Name your enemy

Not a competitor, but a condition. What's broken in your market that you refuse to accept? For Patagonia, it's disposable consumerism. For Basecamp, it's hustle theater. For you, it might be opaque pricing or performative sustainability.

Write one sentence: "We exist because [enemy] is unacceptable."

Enemies clarify.

They tell customers what you won't tolerate and give your team a shared target.

Open a doc right now and finish that sentence. Don't overthink it. If it pisses off 30% of people, you're in the right direction.

#2: Build a behavior code

Values are useless unless they guide tradeoffs. Pick three to five rules you will never break, even when it's inconvenient.

Then prove them with decisions.

If you claim transparency, publish your pricing and margins. If you say sustainability, show the carbon cost of shipping. If you preach focus, kill features that bloat the product.

Because beliefs without behavior is just shady marketing. Behavior without exceptions is ideology.

Now list three decisions you made in the last quarter. Did they reflect stated values or just quarterly targets?

Be honest.

#3: Turn ideology into a filter

Every campaign, partnership, and hire should pass this test: does it reinforce the belief system or dilute it?

If a deal adds reach but violates a principle, walk. If a feature fits the roadmap but betrays the promise, cut it.

Just like the podcast.

Consistency compounds. Every aligned choice strengthens trust. Every misaligned one kills it.

So pick one active project. Ask: "If we say yes to this, what are we saying we believe?" If the answer makes you uncomfortable, pause.

One founder friend of mine turned down a $200K partnership because the brand sold factory-farmed meat.

He sells plant-based protein. The decision cost him short-term revenue but bought him long-term credibility. His customers noticed. His team did too.

That's ideology in action.

So here's my question for you: Reply and tell me which of the three tactics feels doable this week and why.

— Shashank