Science x Branding x Differentiation = [LOADING... come back tomorrow]

👋 👋 Hello!

You're on my profile, so here's a bit about me 👇👇

What I do is simple: 

I help businesses make smarter decisions by understanding how people *actually* behave—not how we *wish* they would.

This might surprise you: 

Most branding agencies build beautiful art projects with your money. They celebrate Instagram likes while your sales stay flat. They spend weeks debating colors instead of focusing on what makes you special in the market. They take your key business & brand foundations and bury them beneath "vibes." They sacrifice data, research, and consumer psychology in favor of "what feels right." It's a total sh*tshow.

As co-founder of Graewolves, I created something different. We specialize in research-backed branding and marketing. We help businesses stand out and make more money through a simple 3-step process:

1️⃣ We find your unique sweet spot where competitors can't follow you (your "Category of One")
2️⃣ We discover exactly where your potential customers get stuck or hesitant when trying to buy
3️⃣ We fix those sticking points through branding, marketing, and behavioral science (the psychology behind how people actually make decisions)

What happens next? 

Our clients see up to 800% ROI within 12 months. Not because we made their logo prettier, but because we made their business work better. Through scientific thinking + principles, applied to business. 

Think about it: 

When was the last time a branding agency showed you the clear connection between their work and your actual revenue? That's exactly what we do. No smoke and mirrors—just results you can measure. 

A clear upward trend for your business 📈

My background brings together PhD-level research with real-world experience leading 100+ B2B transformations for high-ticket coaches, consultancies and agencies. Fun fact: I’ve also been a Nationally-ranked powerlifter and trained 50+ Olympic athletes (a dozen Olympic medalists!) to perform at their best. This unique blend of business, research, art, science and ambition… is what fuels all my work. 

Yes, our approach costs more than typical branding—not because we're "premium" (honestly, that word means nothing anymore), but because we do the deep research work that every other agency skips.

✅ We’ve (re)built 100+ brands & businesses.
✅ Increased their revenue up to 3x. 
✅ Gained up to 7x higher ROI on every marketing dollar they spend. 

We only work with a handful of new clients each quarter.

Want your branding & marketing to bring you clients 24/7/365? 

Let's talk.

Jason Dellatolla, PhD(c)

Skipping market research to "save money" is the most expensive business shortcut you can take.

- Your website launches with weak positioning. 
- Your marketing inherits that weakness. 
- Sales can't articulate differentiation. 
- Outreach falls flat from generic messaging.
- Lead gen struggles or attracts poor-fit prospects. 

Twelve months later, you're rebuilding everything at 3x the cost.

(That sucks.)

Research transforms a website from "professionally designed" to "this brand/company is only logical choice for me."

And that foundation makes everything else actually work.

Build it right once. Or pay to rebuild it three times.

Your call.


* * * * * 

Position yourself to lead the pack. 
#LikeAWolf 🐺

Marketing for high-ticket executive coaches, consulting firms & B2B agencies | Research-backed branding & marketing systems | 10+ years psychology | 100+ B2B transformations | $50K-$100K funnels

The offer that attracted your best clients is the offer that will attract more of them. 

For the vast majority of high-ticket coaches and consultants 👇👇 

Trying to broaden appeal and expand into new markets with new offers doesn't increase your revenue. Instead, it fragments trust (and sales) by making your expertise seem less specific. And less proven per slice of the pie. 

Consider this as another lens through which to explore the "Do I niche down or not?" question for your business. 

Ask yourself: 

1. Who do I serve best?
2. Why am I not serving them more?



P.S. - Should I make a video about this??

It took me over 30 years to realize this: 

No matter how many lasagnas you stack on top of each other... ultimately it always ends up as just one... lasagna.

Every executive coach and consulting firm we work with is selling into the same buyer psychology. Here's how we help them do it better than their competitors: 

- Doesn't matter if your offer is $25K or $250K.
- Doesn't matter if you're selling to CEOs, VPs, or department heads.

The buyer's internal experience is remarkably consistent—and most firms overlook it in their branding and marketing materials.

After each discovery call, your prospects are imagining two futures: one where they hire you and it goes brilliantly, and one where they hire you and have to explain to their peers/board why it didn't.

The 2nd scenario carries more psychological weight. Always.

Daniel Kahneman's loss aversion research quantified this decades ago—losses feel roughly twice as painful as equivalent gains feel good. Your $25K coaching engagement isn't only competing against "losing $25K." It's also competing against the emotional weight of a critical decision gone wrong.

This is why prospects who seemed completely sold go quiet after the call. The enthusiasm was real. So was the fear that followed.

Robert Cialdini's work on social proof explains the next layer. High-ticket buyers don't just want evidence you're good. They want evidence you've done this exact thing for someone in the same role and industry as them. The closer the match, the safer the mental leap - and the subsequent buy-in. 

And then there's what researchers call identity-protective cognition—the tendency for people to evaluate information through the lens of "what does choosing this say about me?" 

A senior executive hiring an executive coach is making a statement about their leadership, their self-awareness, their judgment. That's a lot of weight sitting on your positioning. 

So practically, what does this mean?

Your prospect needs 3 things before investing at the $25K-$50K level:

1️⃣ They need to see themselves in your existing client work. Not vague "leaders in transition" language—specific contexts that mirror their situation closely enough to feel genuinely relevant.

2️⃣ Second, they need language they can use to sell you internally. The decision rarely ends with one person. Give them the framing, the outcomes, the logic. Make the internal pitch easy. Make them look good. 

3️⃣ Third, they need a lower-stakes entry point that builds confidence before the full commitment. A diagnostic. A defined first engagement. Something that lets them experience your quality of thinking before betting their credibility on it.

The coaches and consultants closing $25K-$50K deals are the ones who have built the infrastructure that makes saying "yes" feel safe.

Buyer psychology doesn't change because your offer is "premium."

It just intensifies.



------

At Graewolves, we provide research-backed branding and marketing that converts traffic into pre-sold prospects. If you'd like to learn more about how this approach applies to your coaching/consulting business, shoot me a DM.

#LikeAWolf 🐺

Prospect: "What does your PhD have to do with our marketing results?"

Glad you asked. Here's how:

If you’re running an established business, "I need more leads" is almost never the 𝘢𝘤𝘵𝘶𝘢𝘭 problem. Here's why: 

More leads from a flawed foundation means more unqualified conversations. More time on discovery calls with prospects who aren't problem-aware, aren't budget-qualified, and aren't ready to make a decision at your price point. More proposals sent into silence. More follow-up cycles that go nowhere. The pipeline looks busy. The revenue doesn't move.

After developing branding & marketing systems for 100+ coaching/consulting firms, we’ve learned that it almost always stems from one of three things: 

1- Unclear positioning that attracts the wrong buyers
2- Messaging/marketing that doesn't speak to the specific pain they feel
3- An absence of pre-qualification infrastructure that filters out the noise before it reaches your calendar. 

Fix any of those, and the lead volume problem resolves itself — because the leads you have start converting at rates that make volume a secondary concern.

And if you’ve spent $25K-$50K on agencies that burned you before... 

It’s because they produced volume without conversion, activity without revenue, and a pipeline full of people who were never going to buy from you in the first place.


* * * * 

For high-ticket coaches and consulting firms, the question before "how do I get more people into the funnel?" It's "will my funnel convert the right people at the rate it should?" (That's the type of questions we ask at Graewolves.)

If the answer is no, more leads will cost you more time, more energy, and more money producing the same disappointing result. Fix the foundation. Then scale what works. 

#LikeAWolf 🐺

Kate Moss's infamous quote — "nothing tastes as good as skinny feels" — is a crude but accurate articulation of how future-state visualization competes with present-state desire.

Think about how this applies to your branding.
Think about how this applies to your marketing.
Think about how this applies to your business.

Once you crack the code, business revenue will increase almost overnight. 


________________

Not sure how? Shoot me a DM. I'll explain how we do this work for high-ticket coaching and consulting firms at Graewolves 🐺.

Personal brand strategy for CEOs & C-Suites | 10Xing Executive Brands to increase revenue, build authority, and attract unicorn talent | Top 50 LinkedIn Creator 11th Worldwide, 3rd US | +94K IG | NYS M/WBE

There are two ways to build a business, a career, or a legacy in 2026:

1. Blend in. Get replaced.
2. Lead. Build a brand that's irreplaceable.

Most are stuck in the first.

Even brilliant executives. Successful founders. Industry experts with decades of proof.

Here's what no one tells you: Having expertise and a personal brand isn't enough anymore. 

You need the end-to-end system; positioning, brand strategy, and authority offers, working together to make you the only choice in your market.

Right now, you're likely leaving $100K-$250K on the table because:

• Your positioning sounds like everyone else's "I help" statements
• Your brand and business strategy aren't aligned (the expensive gap)
• Your offers don't reflect your true value or market position
• These pieces operate in silos instead of as one powerful system

The real problem? You're treating brand as decoration when it should be your business strategy.

Imagine instead:

Having positioning so clear that ideal clients find YOU. 
A brand strategy that drives every business decision. 
Offers that practically sell themselves at premium rates. 

All working as one ecosystem that builds your authority, revenue, and the freedom to live how you choose.

That's where I come in.

I'm the brand strategist who transforms high-performing leaders into irreplaceable market authorities. Using my Value DNA™ framework, I help you build the complete system, brand strategy, premium positioning, and authority offers that make you uncopyable.

Whether you prefer the energy of group (VIB), private, or done-for-you, I help you:

→ Build brand strategy that becomes your business strategy
→ Position and differentiate yourself as the only choice (not the best choice)
→ Design offers that align with your premium market position
→ Create the ecosystem where every element amplifies your value

The result? You stop competing and start commanding your category.

If you're ready to build the positioning and brand strategy that makes you irreplaceable, and add $250K+ through an aligned ecosystem that actually works, let's talk.

Pick your path below.

Alana Sparrow

Fastest way to lose authority with 3 words.


It involves high needs and bowl smacking.

I unpack it all in the video.

And how to avoid it.

Happy Friday beautiful people.

I'll bet my first born you're under-positioned.

( better yet…I'll prove it ↓ )

Had an 8-fig founder tell me their positioning was "dialed in."

20 minutes later they're having a holy sh*t moment about value they've been leaving on the table for years.

I've worked with people making millions. MILLIONS.

And every single one discovered they were under-positioned.

Not underpriced. Under-positioned.

Like Mark. 25 years experience. Recovered over $250M in claims for clients. Built multimillion-dollar divisions at Marsh, JLT, and NFP.

Know how he was positioning himself? "Boutique insurance brokerage."

Now? "We turn insurance from a line-item expense into a strategic asset for financial institutions."

Same expertise. 10x the perceived value.

Or Dominick, former healthcare CEO with 30+ years transforming organizations. Was calling himself an "executive coach."

We uncovered he specifically helps high-impact women leaders revolutionize healthcare using tools he developed like Gapfinder.™

That's not coaching. That's category ownership.

Or Elif, who thought her approach was "too soft" for male-dominated construction and engineering.

Turns out reducing 73% turnover by integrating feminine leadership principles isn't soft. It's a $2M+ problem solver.

Your blind spots are costing you money.

I'm here to fix that.

𝗣𝗿𝗲𝗺𝗶𝘂𝗺 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝘁𝗼 𝗕𝗲𝗰𝗼𝗺𝗲 𝗜𝗿𝗿𝗲𝗽𝗹𝗮𝗰𝗲𝗮𝗯𝗹𝗲™ $29

https://lnkd.in/eNSdJBSU

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Caught myself in a massive lie yesterday.

“Woman, you’re biting off more than you can chew. You should choose delusional peace.”

You know, the kind we tell ourselves in business that sounds totally reasonable...

until it costs us growth.

Let's get uncomfortable for a minute.

Here are the expensive lies I've both told and heard:

"I need to perfect this before I can launch it"

Translation:
I'm afraid of judgment, so I'm hiding behind perfectionism.

"My audience isn't ready for premium pricing."

Translation:
I'm not confident in my value, so I blame it on the market.

"I'm just waiting for the right time."

Translation:
I'm scared of failing, so I call procrastination "strategy."

"I need to learn one more thing first."

Translation:
I'm avoiding taking action by staying in perpetual student mode.

"My market is different."

Translation:
I'm letting fear of competition keep me playing small.

Here's what stings….

Every time I've pushed past one of these lies, it's led to real growth.

Not because the timing was finally right but because I finally got out of my own damn way.

When I stop gaslighting myself, the results look like closing $80k deals in one call.

And I’m done negotiating with that voice. 

Because I’m most at home by the sea, I’m now working on building an 8-figure ecosystem, rooted in an ocean HQ…

built to serve 1M+ people with true autonomy (money, time, location, mission) over livelihood, career, or cause.

Would love to know…

What's the most expensive lie you've caught yourself telling lately? Drop it in the comments.

70% reply to my first LinkedIn note.

No, it’s not “thanks for connecting.”

And no, I’m not warming them up for 3 weeks first.

I straight up ask why they want to connect. 

No apologies.
No tiptoeing.

Most people accept connections and ghost. 
Or worse, immediately pitch.

Both are leaving opportunity and maybe money on the table.

Here's my exact follow-up framework:

Step 1: Qualify before accepting 
Not everyone gets in. 
I look for: 

• Personal interest (they fascinate me) 
• Industry colleagues doing interesting things
• Engaged community members
• Clear ICP signals

Step 2: The message that works for ICPs

"Hi [Name], wonderful to meet you! Happy to connect.

[Insert specific thing from their profile that caught my attention]

I'm here meeting interesting people, paying my bills, and hopefully doing something good for society. You know, massive goals.

Always curious to know what people I'm connected to hope to get from this weird platform. So I'm all ears.

I'm curious to ask if you don't mind...and there's no wrong answer...

Are you just looking to expand your network or considering personal brand strategy for yourself?

Have a great rest of the week! 
Alana"

Why this works:

• It's genuine (I actually mean it
• Shows I looked at their profile
• Shares my goals in a light way
• No pressure, "no wrong answer"
• Clear but not pushy about what I do

The results:

70% response rate. 
+50% say "I'm interested in talking about my personal brand."

These are 7-8 figure founders.
Following me for a reason. 
Not because I'm aspirational.
Because they need what I have.

Here's the thing:

They're busy. 
They won't reach out first. 
But they're sending signals.

• Sharing company content only
• Posting without engagement
• Following personal brand strategists

That's not accidental. 
That's intent.

By reaching out this way:
• I show confidence
• I offer value 
• I move qualified prospects forward

Not doing this with every ICP connection?

You're missing the point.

And the opportunity.

This isn't about volume. 

It's about recognizing intent and having the confidence to start real conversations.

Will you give this a try?

Meta stole my sacred Friday and I’m still pissed.

I protect my Fridays like they’re the last clean thing I own. Pedicure by noon. Coffee was perfect. Head was clear. I was ready.

Then Facebook decided I was a criminal.

Ad account locked. No warning. No explanation. Just gone. So I did what you do. Went to the chatbot. Which was exactly as bleak as you’d expect. Three hours. On hold, in a queue, down a rabbit hole into another rabbit hole. Every response was a door closing. I watched noon come and go.

Then it said goodbye.

Not sorry. Not try again. Goodbye. One word. A period. Then it sent me a link to review the community guidelines. Like I’d been running a cartel. I was trying to sell a coaching program.

The fix? Two settings. A profile permission. An email address. Account unlocked in seconds.
It knew the whole time.

And honestly? We’ve all been that chatbot. Given people process when they needed help. Made someone feel like a problem to be managed instead of a person.

The pedicure’s rescheduled. The grievance is immortalized. And Facebook still owes me a Friday.

How I get inbound calls from 10-fig brands 

Easy, I turn LinkedIn into FB....

Haha, at least according to one guy. 

A few months back, someone clapped back at a story post:

“Stop turning LinkedIn into Facebook.”

The irony? 

That’s classic FB aggression. 

The thing they don't want they dropped on my step.

Of course I (sort of) ignored it.

Then an hour later, after coffee,
I took a call from a 10-figure brand.

Inbound lead.

They’d been following for a bit.

On the call they mentioned a post that made them reach out. 

Even sent it to the new CEO.
( freaking loved it BTW )

Was it about strategy? 
Market analysis?
Industry insights? 

Nope. 

A Father’s Day post about my dad and how he shaped my approach to business and getting sh*t done. 

The exact kind of “FB content” that guy thinks doesn’t belong here.

Quality storytelling works everywhere.

So yeah, real humans run businesses.
They want to work with real humans.

If that offends someone’s idea of “professional,”
I’m good with that.

I share tons of brand strategy content. 

How it impacts bottom lines. 
Drives business culture.
Advances careers. 

The future belongs to leaders and brands who show up as whole humans.

What’s your take? 

Sanitized corporate speak or candid leadership conversations?

Come on Jeff, that’s a question we all know the answer to.

So don’t drop in “people do business with people,” cuz I already said that.

Add something of great value in the comments, brilliant peeps.

Please and thank you.

PS: Tomorrow I'm laying down hard facts about how brand can steady or even save your business in a down market. 

PPS: Follow for daily brand strategy at 6:30am EST, same time I used to swim laps in HS before clients knew my name.

After careful observation of my LinkedIn feed, I feel compelled to issue the following brand advisory.

Be authentic.

But make it a brand.


Be consistent. But never formulaic.

Post every day.

Only post when you have something to say.

You should always have something to say.

Never post just to post.


Charge your worth.

Never talk about money.

Talk about money, but make it a story.

Not that kind of story.

A vulnerable story.

Not that vulnerable.

Just vulnerable enough to close.


Having a methodology means you’ve been compromised.

Not having a methodology means you have no authority.

Name your methodology.

Do not call it a methodology.


Authority is gatekeeping.

Gatekeeping is bad.

Unless you’ve earned it.

Do not say you’ve earned it.

Post about almost quitting instead.

It performs better.


Reposting is desperate.

Your best content deserves a second life.

Do not let it be seen doing so.


Think for yourself.

Everyone is currently thinking for themselves.

It is, from where I’m standing, indistinguishable from not thinking for yourself.


The ones who’ve cracked it are selling a course.

You should take the course.

It will teach you to think for yourself.

I have done most of this.

The parts that worked, I kept quiet about.

The parts I kept quiet about built the business.


The most qualified people in every room I have ever entered are doing none of this.

I do not know how to explain this.

I am choosing not to at this time.


I am not suggesting you abandon strategy.

I am suggesting you stop performing it.


I trust this brings clarity to what we should and should not be doing at this time.

You’re welcome.​​​​​​​​​​​​​​​​

———
Follow Alana Sparrow for all the brand insight you need 6:30am EST, M-F.

Have you ever tried to explain what you do… and the person across from you just doesn’t quite get it?

Or maybe they get it, but aren’t interested.

And the cost shows up in your bottom line, not your ego.

We need to fix that.

Here’s the problem. If you can’t say what you fix across a table it’s likely you’re not saying it in your offer either.

Get this right, and you have the right offer. The strongest expert businesses own one lane. They solve a specific expensive problem with a unique process. 

So here’s how I think about it.

First, get clear on the offer itself.

Not just something you could sell.
The premium offer that actually reflects your depth, the transformation you provide, and the kind of business you want to build.

Then you position it.

That’s where you define the lane you’re actually claiming. Then get clear on who you help. People we want to work with. People we know we can help. People who can pay.

What makes your work hard to compare.

And how to say it so the right people get it immediately.

Then your messaging has something solid to stand on.

Because messaging without a clear offer and positioning is usually just a lot of words doing too much work.

That’s exactly why I’m opening two live rooms right now.

One will help you create the right premium offer.

The other will help you sharpen the positioning and messaging around it.

If you want details, comment or DM me:

OFFER
AUTHORITY
or BOTH

and I’ll point you in the right direction.

PS: do you find messaging hard?

Consider this your personal invitation.

I'm doing a limited LinkedIn Live series, a mini-podcast, basically, where I show up, talk straight about brand and positioning at a level most people don't have access to, and then open it up for real conversation. No slides. No deck. No pitch. Just thirty to forty minutes of the kind of thinking that actually moves something.

This episode is BUILT ON PURPOSE, How Your Why Drives Your Market Position.

Most people build their brand around what they do and never ask why. That gap, between what you do and what's actually driving you, is almost always what's making everything harder than it needs to be. The wrong clients, the rates that feel impossible to hold, the exhausting sense that you're always explaining yourself.

We're going to close it.

I'll share how I've done it, how I've helped others do it, and give you something concrete to walk away with. Then we open it up, questions welcome, but keep them on the theme.

See you inside.

BUILT ON PURPOSE, How Your Why Drives Your Market Position

I’m testing a new LinkedIn Live that’s basically a mini-podcast: 30–40 minutes of CEO-level brand + positioning thinking (with a little attendee or guest Q&A at the end). I want the first few episodes to be built around what you actually need most right now, so vote on what you want me to cover first.

The author can see how you vote. Learn more

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Alana Sparrow

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The Battle

Jason Dellatolla, PhD(c)

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Posts

Engagements

Likes

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