Founder @ LumiereHub 💡 | AI-Powered Content Creation That Feels Human | Let's Connect!

I’m Anik, Marketing Director at PlanAxion.

I care about dedication. The kind where you keep showing up even when your brain is loud and your confidence is quiet.

Most smart people don’t lose because they lack talent.

They lose because they hide.
They soften their message.
They overthink their posts.

They wait until they feel “ready” and that day never comes.

My lane is simple:

Confidence (the inside).
Brand (the outside).
Influence (the bridge between the two).

I share practical lessons on:

→ Personal branding that looks premium without being fake
→ Psychology behind self-doubt, fear of judgment, and how it changes communication
→ Simple frameworks for writing, speaking, and showing up with consistency

No fluff. No hype. Just clear ideas you can use.

Views are my own.

Anik Beauchemin

Turning Invisible Brands into Unforgettable Legacies | Founder, BetterEver

You’re already the best in your space.
I make sure the market sees it that way.

You have the results, the story, the soul.
I engineer perception so your expertise dominates, not competes.

👋 Hi, I’m Sujoy Basak
Founder of BetterEver | Neuroscience Marketer | Strategic Partner to ambitious service founders tired of being invisible.

With 23+ years of entrepreneurial grit and a deep obsession with psychology, neuroscience, and first-principles thinking, I’ve built a proprietary framework that transforms service brands into the obvious choice.

🔍 What I Do
I help service businesses position themselves so clearly, so powerfully, they stop chasing clients and start attracting the right ones.

Here’s how:
✅ Positioning that pierces the noise – your message becomes unmissable
✅ UVP that sells before you do – clients “get” your value instantly
✅ Audience alignment – ideal clients feel like you’re speaking their language
✅ Competitor pattern recognition – exposing gaps that put you in front
✅ Predictive brand resonance – ensuring your signals connect before launch

All powered by the BetterEver Neural Positioning System™.

🧬 Why Neuroscience + First Principles?
Because buyers choose with emotion and defend with logic.

BetterEver uses implicit emotional triggers, market pattern recognition, and predictive modelling to wire your brand for trust, recall, and loyalty.

This isn’t hype. It’s how the brain works.

🎯 Outcomes You Can Expect
✔️ Brand identity that commands trust, not just attention
✔️ Messaging that earns loyalty and drives conversion
✔️ Market clarity that kills pricing resistance
✔️ Positioning that earns leadership by being unforgettable, not louder

Why Work With Me
I’ve lived the founder’s struggle — building, failing, learning, and winning.
I don’t sell theory. I build one-of-one brands that work in the real world.

💬 Ready to Own Your Market?
📱 WhatsApp: +91 9830066453
📩 DM me right here.

Your legacy starts with positioning.
Let’s make it unshakable.

SUJOY BASAK 🧠💡

We talk about wanting big things.

Success.
Freedom.
Love.
Recognition.

But desire is the easy part.
What most people underestimate is the 
cost of becoming the person who can hold those things.

Real change doesn’t fail because the goal is too big.
It fails because the identity required feels unfamiliar, 
exposed, and heavy with responsibility.

So the mind does what it’s designed to do.
It protects the familiar self.

It delays.
It rationalises.
It reframes fear as “timing” or “more preparation.”

Growth is not blocked by lack of opportunity.
It’s blocked by the parts of ourselves we’re not ready to let go of.

This carousel isn’t about ambition.
It’s about the moment ambition meets transformation, 
and most people quietly step back.

Neuro-Positioning Architect For Category-Defining Identity And Pricing Power | Founder, BetterEver

The Desire Paradox.

Most marketing agencies keep selling 
“better content” and “better design.”
 
But the real leak is usually upstream.
How the market files you before it ever considers you.
 
If that file is “replaceable vendor,” 
Everything downstream gets harder.

More explaining.
More price pushback.
More ghosting.
More churn.
 
This is why we started treating positioning 
like a measurable signal, not a creative exercise.
 
When you can measure the signal, you can improve it deliberately.

Not by posting more, but by tightening what buyers understand, 
what they trust, and what stays consistent over time.
 
This carousel introduces the three metrics 
We use to diagnose that signal and fix it at the root.
 
If you’re tired of being compared, 
Stop polishing the surface.
Start fixing the file.

Turning Your Expertise Into Instant Trust, Higher Prices, Faster Wins With Neuro-Positioning™ | Founder, BetterEver

Make Positioning Measurable.

People love beauty until they realise it comes with edges.

A rose gets admired for its colour and fragrance.
Then someone complains about the thorns.

That’s exactly how value gets treated in business.
Everyone wants the bloom.
Few want the boundaries that protect it.

Here’s what I learned from my experiences.
The thorns are not a flaw. They are a filter.

Real love comes with hard conversations.
Real success comes with boring discipline.
Real leadership comes with lonely decisions.
Real growth comes with discomfort you can’t outsource.

In business, it shows up the same way.

High-quality work carries higher prices.
Clear contracts carry clear scopes and deadlines.
Honest feedback stings before it strengthens.
Positioning comes with saying “no” to the wrong buyers, 
even when revenue looks tempting.

Those are the thorns.
They protect what’s alive.

Most people don’t reject value because they can’t afford it.
They reject it because it demands responsibility.

A premium fee demands a premium standard.
A strong niche demands trade-offs.
A clear brand demands that you stop trying to be liked by everyone.

And yes, you can choose the painless version.

You can build the plastic flower.
Looks perfect. Harmless. Easy to sell.
Also forgettable. Interchangeable. Dead.

That’s what I’m grateful for.

To the clients who embraced the thorns.
The ones who didn’t just want results, 
but were willing to adopt the standards 
that make results repeatable.

To the people who challenged us.
Who questioned us.
Who pushed back.

You helped us sharpen our thinking, 
not just our messaging.

To the ones who walked away because 
it felt “too direct” or “too specific.”

Thank you too.
You reminded me that clarity is 
supposed to repel as much as it attracts.

Do you want something real with its edges.
Or something painless that was never alive to begin with?

Share your opinion in the comments below.

Most people treat positioning like a shrinking exercise.

Cut the audience.
Cut the offer.
Cut the message.
Until nothing feels like them anymore.

That’s not positioning. That’s hiding.

In 2026, the real advantage is not being narrower.
It’s being unmistakable.

Because AI can generate decent messaging for everyone.
The only thing it can’t generate is your judgement, 
your standards, and the specific trade-offs 
you are willing to make.

When your market can’t recognise you instantly, 
They compare you.

And comparison is where 
Premium pricing goes to die.

This carousel lays out a practical way 
to position without losing yourself.

Not by copying templates, but by translating 
What makes you different into a signal buyers can feel fast.

If you’re building something serious this year, don’t aim to be “better.”
Aim to be impossible to confuse.

Positioning in 2026.

Growth doesn’t fail because people aim too high.
It fails because they underestimate what growth quietly takes away.

Every meaningful upgrade creates a gap.
Between who you were and who you’re becoming.
Between what felt safe and what now feels necessary.

That gap is uncomfortable.
It can feel lonely, confusing, even disorienting.
Not because something is wrong, but because something is changing.

Most people interpret that discomfort as a signal to stop.
The few who move forward learn to read it differently.
As evidence that the old frame is breaking.

This carousel isn’t about motivation or ambition.
It’s about the invisible exchange that comes with progress.
What you release shapes what you can hold next.

The Trade Nobody Mentions.

How to Price Your Service Right in 2026
 
Last month, I watched a consultant with 
12 years of experience price herself at $50/hour.
 
Her work had generated $2M+ for clients. 
She was charging less than her babysitter.

When I asked why: 
"I'm not sure I'm good enough to charge more."
 
Here's the truth:
Your pricing has nothing to do with your expertise. 
It has everything to do with perception.
 
The mistake killing your revenue
We think clients buy our time or skills.
They don't. They buy the transformation.
 
Research shows psychological pricing can increase deal sizes 
by 25-60%, not by working harder, but by framing value differently.
Yet we price based on what feels "fair" or what competitors charge.
 
Three questions that change everything
Stop asking "What should I charge?"
 
Start asking:
1. What does it cost them if they DON'T solve this? 
Lost revenue? Failed launch? Market share?

2. What's the lifetime value of my solution? 
Not the immediate fix, the compounding benefit over the years.

3. What would they pay internally to attempt this? 
Senior salary + benefits + learning curve + mistakes.
 
Suddenly, your $50,000 fee looks like the bargain it is.
 
Your pricing is your positioning.

Charge premium → attract quality clients → do better work → build reputation → command higher rates.
 
Charge budget → attract price shoppers → scope creep → damaged reputation → stay stuck.
 
It's not a spiral. It's a choice.
 
The bottom line?
Pricing isn't about what you're worth. 
It's about what your client's problem is worth solving.
 
If you're still pricing like it's 2016, 
you're not just leaving money on the table, 
you're leaving the respect and clients you actually want.
 
Stop waiting to feel "ready" for higher rates. Nobody ever does.
Price the transformation, not the transaction.
 
What pricing belief did you have to unlearn? Comment below.
P.S. Send this to that talented friend still chronically undercharging.

If I read your website and can’t tell who you’re for in 5 seconds, 
I already know your biggest business problem.

It’s not leads.
It’s not content.
It’s not “branding.”

It’s that you don’t know your real ICP yet.

And yes, you might be getting clients.
But you’re paying a hidden tax.

A recent B2B buyer survey found 73% actively 
avoid suppliers who send irrelevant outreach. 

That’s what broad messaging creates, 
relevance decay at scale. 

The same research found many buyers prefer 
to do early stages without a rep, so your message has 
to land before a conversation even starts. 
 
Most founders think they have an ICP.

They’ll say: 
“SMEs.” 
“Founders.” 
“Service businesses.” 
“Anyone who needs us.”

That’s not an ICP.
That’s a crowd.

When something is hard to understand, it feels risky.
When it is easy to process, it feels more credible. 

This effect is well studied in 
psychology under processing fluency. 
 
So when founders tell me, 
“We don’t want to narrow,” what they are really saying is:
“I’d rather be acceptable to many than undeniable to a few.”
 
That choice shows up later as:
- slower sales cycles,
- more price pushback,
- more churn, 

Because expectations were never precise
 
The real ICP is not the people who can buy.
 It’s the people who get the maximum benefit from your expertise.

The ones who:
-feel the pain right now
-have the budget to solve it
-value the outcome enough to act
-and stay, because it worked

Most businesses don’t lose because they target “wrong.”
They lose because they target lazy.

They don’t know:
- what their best client’s income bracket looks like
- what “expensive problem” keeps them up
- what event triggers urgency
- what they already tried and why it failed
- what they will gladly pay for without negotiating

And here’s the punchline most people hate.

If you don’t choose your ICP, 
the market chooses it for you.
Usually the cheapest one.

Micro-homework. Don’t overthink it.
Answer these three lines:
1. We are best for: (role + situation)
2. When: (trigger moment)
3. Because: (your unfair advantage)

DM your current “who we help” line.
I’ll tell you in one sentence whether it’s an ICP or a crowd.

Great brands don’t even need to sell. 
They make you feel like you’re missing out if you don’t choose them.

The thing is, a lot of businesses think they have a sales problem, 
but in reality the problem is a lack of clarity. 

When your brand is dialed in, 
your messaging is undeniable, 
your positioning is rock-solid, 
and your offer is irresistible. 

When that happens, people don’t just consider working with you, 
they know they have to.

Ever wonder why some brands have clients lining up 
while others are out there practically begging for attention? 

The reason is simple: top brands do something most others don’t. 

They don’t just offer value, 
they make it clear that saying “no” to them would be a big mistake. 

Plus, they remove every bit of friction and wipe out any doubt, 
making the decision to work with them a no-brainer.

So here’s the real question: 
Are you just selling, or are you making it 
nearly impossible for people to say no to you?

That annoying pause before an ATM gives you cash is not always “bad UX.” In high-stakes moments, a small delay can act like a safety signal. It tells 

Open article: The “slow” moment that makes people trust you by SUJOY BASAK 🧠💡 • 4 min read

The “slow” moment that makes people trust you

You don’t get paid for what you think, 
you get paid for what you ship. 
Harsh? Yes. True? Absolutely.

Everyone has ideas. Few have execution.
You know the ones:

🧠 “I had that idea before it was cool.”
🧠 “We thought of doing that last year.”
🧠 “I was just about to launch something similar.”

But did you ship it?
Did you test it, 
market it, 
position it, 
make it real?

Let’s be honest:
The internet is drowning in brilliant ideas.

Everyone has a concept, a framework, 
a “game-changing” strategy.

But ideas don’t build brands.
Execution does.
❌ You don’t get known for what you think.
✔ You get known for what you ship.

❌ You don’t build positioning in your Notion doc.
✔ You build it in the market, by showing up, 
standing out, and staying consistent.

Here’s the hard truth:
💡 “Someday” never scales.
🧠 Action does.

If you're sitting on a goldmine of knowledge, but no one sees it…

You’re not in the game.
And in today’s world, the best executor wins, 
not the loudest thinker.

💡 Want to be the obvious choice in your market?
 Don’t just plan. Position, publish, perform.

Because done > perfect.
Action > theory.
Execution > everything.

👉 Follow me if you’re building a brand
that positions to win, not just to wonder.

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