Cameron HeroldFounder of the COO Alliance & Invest In Your Leaders Training

Build a Brand That HUNTS for You (Cameron Herold’s Strategy)

15 May 2025 · 1 min

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Cameron Herold explains how brands should act like hunting decoys to attract the right people to a company. Using an anecdote about duck-hunting decoys from his grandfather, he argues that brand touchpoints—especially the company website—must signal modernity and competence to draw top candidates and customers; outdated sites push prospects away and lose head-to-head competition.

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Well, one of the ways you get the right people into your company is you have the right decoys to pull people into your brand. One of my grandfathers owned a hunting and fishing resort. We did a lot of duck hunting back when I was growing up. And he explained how decoys would pull the right ducks into the blind so that we could then shoot the ducks. Well, your decoys are things like your company website, right? Is your website attracting people or is it pushing you away? If the industry is changing as fast as we all know it's changing, does your website reflect that you're on the leading edge of that change, or do you look like a 1990s legacy construction company who's going to get their ass handed to them Right now? Somebody is practicing, and when they meet you in head to head competition, they'll beat you. So your website needs to reflect that to attract the people into your business.