I believe that when your value is obvious, sales get easier, and when it isn't, sales get harder than they should be. Most of the experts I work with are not short on value. It is getting lost somewhere between what they are capable of delivering and the way they describe it.
My guest this week is Tasha Randle, a marketing and brand strategist who helps people who are exceptional at what they do, and who struggle with marketing, accelerate sales with less hustle. Tasha spent more than fifteen years as a marketing executive, eleven of them at Procter & Gamble and before that at Hallmark Cards, so she has lived and breathed buyer behavior, value perception, and business growth at a scale most of us never see. In January of 2025 she left P&G to go all in on her own business, because she felt clearly called by God to do it, and called to go bigger than where she had left off. Her primary archetype is Transformational Guide at 58%, nearly double the 30% mark where I start paying attention, with Strategic Advisor right behind it.
When we first met, Tasha was doing executive leadership and career coaching and writing a book about leadership. She noticed that almost every woman she coached had a long-term dream of starting her own business, and that what she was offering them was a short-term solve. When she turned her own pattern recognition on herself, she saw the work had always been the same. She was helping people understand their value and say it clearly, first to leadership and headhunters, and now to the marketplace. What I love watching her do is take her own medicine, and in this conversation you get to hear her do it out loud.
IMPACT POINTS FROM THIS EPISODE:
⚡ Experts talk from the solution while buyers listen from the problem. — Tasha calls the gap between those two the communication disconnect, and it is usually what she can spot in a founder's business in the first ten minutes. She pictures a plane coming in on a landing strip. Drift too far one way and you get so niche and nuanced that buyers can't see themselves in what you're describing. Drift too far the other way and you're selling what she calls an untethered aspiration, a dream house to someone whose current house is on fire and who is looking for a fire extinguisher. The message lands when it meets buyers in their lived reality and connects the dots to the relief they actually want.
⚡ The most accurate description of what you do may be the one that doesn't land. — At networking events, Tasha used to introduce herself as a strategic business advisor. It was true, and she could watch people's brains working to figure out what category to put her in. When she started with "I'm a marketing and brand strategist," people already knew what marketing was, so they had a handle to hang everything else on, the same way you teach a five-year-old to tie his shoes with bunny ears. She watches faces for the lean-in and the eyes lighting up, and when part of her message gets that reaction, she moves it to the front. And if someone asks whether you do something like EOS, her advice is to build on the familiar thing instead of pushing it away.
⚡ Make your value obvious before you try to get louder. — Tasha got caught in what she calls the cult of do more, posting twice a day on Instagram and TikTok because that was the advice everyone gave. When she slowed down and looked at where her clients actually came from, it was live conversations, in online communities and at in-person events. At P&G, working on brands like Tide, they called this commercial innovation: they didn't touch the formula, they got clearer about the value, and it drove millions of dollars in new revenue year after year. You can stand on a stack of platforms shouting into a megaphone at 10,000 people who have zoned out, or you can sit at a small table where every person has a light bulb going off.
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