Dan Mall coaches an agency owner on positioning by introducing the concept of a "wrapper"—a single label that frames your varied interests for the market. They land on "I help designers have fun" as Speaker A's positioning, turning his multifaceted work into one memorable promise.
You look at me and you go, well, fuck, this guy, he does design systems, but he also got the live show, but he also has this game thing that he does. Am I throwing stuff against the wall to see if it sticks, or am I just schizophrenic when it comes to my interests?
If you'll allow me, I can try to clear it up for you. Oh, please. Yeah, that would be great. We contain multitudes. Anybody who tries to flatten that is doing themselves a disservice. If you want to highlight one of those things, you can. What we present forward to the world at any given time gets to be our choice. There's always a wrapper around the thing. The wrapper of my stuff, which is I like business, I like design systems, I like basketball, I like sneakers, I like travel, I like photography. Like the wrapper around that is called Dan Mall, but Dan Mall is not a good marketing term unless I develop a personal brand that's large enough that it becomes that. There's always a wrapper and that wrapper is usually our names, but we could also put other wrappers around that. What I would say about you is I help designers have fun.
Wow. That's really fucking good.
You've developed a brand as a person who helps other people have fun. You are the host of fun for some group of people. Not everybody, but some group of people. And I think your work would be to figure out a good label for that group of people.
Well, yes, thank you for that. Um, you're welcome. Yeah, so I gotta take it in, take it in. Hold on, just changed my whole life. Hold on a minute. I'm like, oh my God, you— I'm just— I— you've opened my, my fucking world, Dan Mall. Thank you very much. Jesus Christ, I'm gonna have to get Dan on the show more often. I, I'm sold. I'm sold. You can just invoice me for that. For that. I'll— All right. Yeah, I'll send you a book. I mean, I don't charge hourly.
I do like value. I have a book about it if you want to check it out.
