I hated selling. Here’s what worked instead

It was our third week after launch.

The product was good. Too good, in fact. Fresh beans, brilliant roast, killer packaging.

But I was terrified. Not of failing. Of speaking.

See, I wasn’t the classic startup founder. The LinkedIn warrior. The podcast bro. I was... the guy who made the coffee, then quietly left the room.

I hated selling. Hated talking about myself. And absolutely hated saying: “Hey, I run this brand.”

So, for the first few weeks of El Mejor Coffee... I didn’t.

Our social media had no face. No founder story. Just the product. The brand. The vibe.

Friends would ask me: “Dude, are you El Mejor?” I’d nod. Awkwardly. And then came the moment.

A potential B2B buyer DM’d our page. I stared at the message. Closed Instagram. Opened WhatsApp. Typed “bro can you take this call” and sent it to my co-founder.

I chickened out. But the weird part? It still went through.

Not because we pitched well. Not because we followed up. Because the brand did the heavy lifting.

The way we told our story. The packaging. The positioning. Even the damn font choice.

That’s when it hit me: Your brand can be your voice when you’re scared to use yours.

I always believed you need to be loud to sell. That the founder had to be the face.

But in my case?

Silence sold. The brand spoke instead. We had a team that understood storytelling. Influencers were locked in. A few cinema stars shared it. And I just... quietly watched the orders come in.

It felt unreal.

Because I’d always assumed charisma was the currency.

Turns out, clarity is.
Clarity in your story.
Clarity in your audience.
Clarity in your positioning.

Branding gave me the confidence I didn’t have.

It said what I couldn’t. And that’s the lesson. If you’re an introvert, or just tired of shouting into the void, build a brand that does the shouting instead of you.

You don’t have to dance on reels. You don’t need a personal brand that posts 4x a day. You need a brand that gets remembered — even in silence.

Let the loud ones play the algorithm.

You?

Play the long game. Build something so clear… it whispers, and still wins.

P.S. If you’re building a brand but hate “selling,” I’ve got you. I’m breaking down how to do it inside The Brand Engine.

Signup for the pre-launch, and I’ll show you how to stand out... quietly.

Check out OneNine, it actually blew my mind. 🤯

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