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 🐺.

Are you looking for a digital marketing expert who can help you achieve your business goals? Look no further. As a skilled marketer with expertise in social media, Facebook and Google Ads, and video editing, I have a proven track record of delivering results for my clients.

With my social media campaigns, I have increased engagement, followers, and website traffic for numerous clients. My Facebook and Google Ads campaigns have also generated impressive results.

Additionally, my video editing skills have enabled me to create engaging and effective content that resonates with audiences and drives conversions. 

Now, let's talk about how I can help you achieve your digital marketing goals. Whether you're looking to increase brand awareness, drive conversions, or improve your overall digital presence, I am here to help. Let's connect and discuss how we can work together to take your brand to the next level.

Don't miss out on this opportunity to grow your business. Contact me today to schedule a consultation and let's get started.

Sheza Yazdani

Helping CEOs and Founders Grow and Monetize Their Personal Brands on LinkedIn | $100K+ Results from intentional LinkedIn Growth Strategies | Personal Branding Strategist | CEO Focus Solutions

You don’t have a weak business.

You have a positioning failure.

Your work delivers.
Clients get results.
Revenue exists.

But online, your expertise isn’t recognised and that’s costing you authority, leverage, and inbound demand.

That gap between how good you are and how clearly the market understands it is a positioning problem. And closing that gap is exactly what I do.

I have generated $1M+ in organic reach, built a 13K+ following, and helped over 200 leaders position themselves for influence. That’s what strategic authority building looks like and that’s the work I build every day.

I I help proven experts, coaches, consultants, and B2B founders build LinkedIn personal brands that attract high-quality leads and establish authority.

As a LinkedIn branding strategist and personal brand expert, I specialize in:
• LinkedIn Profile Optimization & Personal Branding
• LinkedIn Ghostwriting & Content Strategy
• Authority Building & Positioning
• Lead Generation Systems
• B2B Brand Strategy

My Approach:
Instead of content volume, I focus on clarity. I help you position your expertise so the market instantly understands your value, then structure content that converts credibility into conversations and conversations into inbound demand.

As CEO of Focus Solutions, I build authority systems that clarify your strategic narrative, position your thinking so it can’t be confused or compared, and structure content that attracts clients, media, and real opportunities. 

No hacks. 
No theatrics. 
Just a repeatable system designed to make your name the one people remember.

I have taken a coach from overlooked to a $100K closed deal after a single high-authority post with over 1M views. 

I grew my own LinkedIn presence to 10K+ followers in under 12 months organically. 

And I have helped founders and experts build positioning systems that attract, convert, and compound without cold outreach or algorithm chasing.

If you know your work is strong but your online presence doesn’t reflect it yet, your next move isn’t more content. It’s clarity.

Book a strategy call via my Featured section, and let’s make LinkedIn the proof of the authority you already have.

DM me or book a call

https://calendly.com/sheza-yazdani/new-meeting

A well-built product can still be misunderstood on LinkedIn.

In this case study, the founder was building a thoughtful AI system for deep thinkers.

But her profile focused on what the product did.

Not what she believed.

That difference shaped how she was perceived.

LinkedIn is not a pitch deck.
It is a positioning environment.

People are not reading every word.
They are deciding what category you belong in.

If your language is feature-led, you are grouped with other tools.

If your language reflects a clear point of view, you are grouped with thinkers.

We shifted the profile from describing software…

To defining how thoughtful professionals should interact with AI.

Fewer explanations.
Stronger stance.
Clearer audience.

Positioning is rarely about adding more.

It is about removing what weakens the signal.

Comment “PROFILE” if you want to know what I would adjust first on yours.

#PersonalBranding #LinkedInStrategy #FounderBrand #ThoughtLeadership #Positioning

Brand Strategist for Founders & B2B Leaders | I turn invisible experts into their industry’s first name | CEO, Focus Solutions

WHEN A STRONG PRODUCT SOUNDS AVERAGE ON LINKED

Stop writing for "likes." Start writing for revenue.

Most founders are stuck in the "Engagement Trap." 

They post every day, get 50 likes, and then wonder why their calendar is empty.

If your content makes people say "Great post!" but it doesn't make them say "Can we talk?", you aren't building authority. 

You’re just providing free entertainment.

In today’s Personal Branding OS, I’m sharing the "Mental Slots" framework. 

This is how I help my clients move from "just another creator" to the "only logical choice" in their industry.

The shift from 'Interesting' to 'Essential' starts below:

#PersonalBranding #AuthorityBuilding #LinkedInStrategy #FounderMarketing #B2BMarketing

View newsletter: Personal Branding in 2026

Hi, I’m Sheza. Last week, we talked about the "Ghost-Proof" follow-up. But wouldn't it be better if you didn't have to follow up at all? In 2026, the 

Open article: The Authority System: How to Post So Clients Ask You for a Meeting by Sheza Yazdani • 3 min read

The Authority System: How to Post So Clients Ask You for a Meeting

Stop being the "free consultant" in your own DMs.

If you’re a B2B founder, you know the feeling: 

You spend an hour on a Zoom call giving away your best ideas, only to have the prospect say,

"This is amazing, send me a proposal!"...and then never hear from them again.

The truth is, you didn't lose the deal because of your price. 

You lost it because you gave away the Map for free.

Once a client has the map, they think they can walk the miles themselves (or hire a cheaper freelancer to do it for them).

In today’s newsletter, I’m breaking down the Diagnostic Framework I use to stop the "brain picking" and start winning contracts before the call even ends.

Inside, I’m covering:
- The X-Ray Rule: Why you should never give a prescription on a first call.

- The "Gap" Metric: How to make your fee look like a profit, not an expense.

- The 1-Page Proposal: Why your 10-page "philosophy" deck is actually killing your sales.

Stop being the help. Start being the authority.

Read the full breakdown here:

#B2BMarketing #ConsultingBusiness #PremiumPricing #SalesStrategy
#BusinessGrowth

View newsletter: The Positioning Playbook

If you run a B2B service firm, you’ve probably had this happen to you at some point: You spend an hour on a Zoom call with a prospect. You give them b

Open article: Why Your Proposals are Getting Ghosted by Sheza Yazdani • 2 min read

Most founders don’t lose deals because they are bad at what they do.

They lose deals because the market can’t read them.

Their profile looks fine.

Their content sounds smart.

Their results are real.

But nothing says:

“This is the obvious choice.”

So buyers hesitate.

Compare.

Scroll.

And book someone louder.

Here’s the part no one tells you:

When your expertise isn’t legible, the market assumes it’s replaceable.

Not intentionally.

Automatically.

Because confusion = risk.

And buyers don’t bet on what they can’t quickly understand.

Authority isn’t built by:
posting more
performing harder
or chasing whatever LinkedIn rewards this month

Authority is built when:
your headline frames outcomes, not titles
your About section builds belief, not biography
your content reinforces ONE clear perspective

That’s when people stop asking:

“What do you do?”

And start asking:
“How do I work with you?”

If you’re a founder who delivers real results but still feels:

• overlooked
• misread
• or quietly underestimated

You don’t need motivation.

You need clarity that converts.

If you want, DM me “PROFILE” and I’ll tell you exactly where your positioning is breaking down.

#PersonalBranding #LinkedInStrategy #FounderBrand #AuthorityBuilding
#ThoughtLeadership

Most founders struggle with positioning not capability. Clear authority comes when your profile makes your expertise obvious and easy to trust.

If you’re the smartest person in your company, you don’t have a business. 

You have a high-paying cage.

Most B2B founders are stuck being the "Chief Everything Officer." 

You’re the only one who can close the big deals. 

The only one the clients want to talk to. 

The only one who can solve the high-level fires.

But if you have to be in every meeting for the client to feel "safe," you aren't an authority.

You’re just a babysitter.

The Reality: "Heroes" don't scale. Systems do.

In today’s newsletter, I’m breaking down how to move from being the Engine to being the Engineer.

Inside, I’m covering:

- The Expert Ego: Why being the "smartest in the room" is killing your profit.

- The Clockwork Test: A simple way to see if your business can survive a 30-day vacation.

- The Silent Salesman: How to make your content do the "explaining" so you can stop repeating yourself on Zoom.

Stop being the help. Start building the machine.

Read the full breakdown below:

#B2BLeadership #BusinessSystems #FounderMindset #AuthorityBuilding
#B2BGrowth

If you run a B2B service firm, you are likely the smartest person in your company. That is your biggest problem. You are the only one who can close th

Open article: Why Your Business Stops When You Stop by Sheza Yazdani • 3 min read

The Alex Hormozi webinar framework everyone copies but nobody understands…

Most creators spend weeks obsessing over the "Stack," the countdown timers, and the high-energy delivery. 

They think the magic is in the presentation.

They’re wrong.

Hormozi uses Russell Brunson’s "Perfect Webinar" structure, sure. 

But the real power (the reason he can fill a stadium and move millions in a single afternoon) isn't the slides or his energy.

It’s the POSITIONING.

Most gurus position themselves as the "Hero." 

Hormozi positions the Mechanism.

He doesn't say, "Look at how smart I am." 

He says, "Look at how effective 'Money Models' are."

By shifting the spotlight from himself to his methodology, he creates something far more scalable than a personal brand: 

He creates a New Opportunity.

How to apply the "Hormozi Pivot" to your brand:

If you want to move from "commodity" to "category of one," you need to stop selling your time and start selling your system. 

Here is the breakdown:

Step 1: Name the Mechanism. 

Don't just offer "marketing services." 

Offer the [Your Name] Growth Engine. 

Give it an identity that exists outside of you.

Step 2: Vilify the Old Way. 

Hormozi doesn't just promote his way; he explains why the "standard" way (low-ticket, high-churn) is a death trap.

Step 3: Make the Outcome Inevitable. 

If the system is the hero, then anyone who uses the system can win. 

It removes "you" as the bottleneck for your client's success.

The Lesson:

People will eventually get tired of a personality. 

They never get tired of a mechanism that solves their biggest problem.

So…

Stop trying to be the most interesting person in the room, and…

Start building the most effective "Money Model" in your niche.

Are you positioning yourself or your methodology? Which do you think is more valuable in the long run?

Let’s talk in the comments. 👇

#PersonalBranding #BusinessStrategy #EntrepreneurMindset #OfferCreation #AuthorityBuilding

Illustration of the Alex Hormozi webinar concept showing the shift from selling a personality to positioning a clear business mechanism that drives results.

Visual explanation of how naming and promoting a system or method creates a scalable opportunity beyond personal branding.

Them: "You’re the CEO. You should hire someone for that."

Me: Sitting at my desk at 1:00 AM, building a client’s system myself because I’m convinced no one else will care as much as I do.

The truth about scaling is that everyone talks about the "freedom," but nobody talks about the fear.

When I started Focus Solutions, I didn't want a team. 

I wanted control. 

I was terrified that if I let go of even one piece of the process, the whole thing would fall apart.

The "Standard" Version: I realized my time was valuable, I wrote some SOPs, and I hired a rockstar team to scale to the moon.

The Real Version: I held on until I was physically exhausted. My first hire wasn't a strategic "growth move,” it was a desperate survival move.

And honestly? 

I messed it up at first. 

I hired the wrong person because I didn't even know what I was looking for. 

I just wanted the noise to stop.

What I learned is that delegation has a massive emotional cost before it ever pays off operationally:

- The Identity Crisis: Who am I if I’m not the one doing the "work"?

- The Trust Gap: Accepting that a B+ from a team member is better than an A+ from a burnt-out founder.

- The Letting Go: Realizing that my "control" was actually the bottleneck holding my clients back.

If you’re still at your desk at midnight doing tasks that a $25/hour assistant could do, you aren't "dedicated." You're just expensive.

You have to decide if you want to be the best worker in your company, or the person who actually builds it. 

You can't be both.
Are you currently stuck doing everything yourself?

Reply "YES" below, let’s talk about what that’s actually costing your business (and your sanity).

#Leadership #ScalingUp #Delegation #EntrepreneurMindset #FounderLife

A founder sitting at a desk late at night, surrounded by notes and a laptop, working on a client’s system.
Struggling with delegation, exhaustion, and the fear of letting go while trying to scale their business.

"Your price is too high."

When a prospect says this, most founders try to justify their hours. 

They talk about their "experience." They offer a discount.

All of those are losing moves.

If you are being compared on price, it’s because you haven't claimed a Mental Slot. 

You are being seen as a "commodity" rather than a "cure."

In today’s Personal Branding OS, I’m sharing the exact framework I use to move my clients from "Expensive Option" to "The Only Logical Choice."

#PersonalBranding #PricingStrategy #ConsultingBusiness #HighTicketClients #Entrepreneurship

Hi, I’m Sheza. Last week, we talked about moving from "Background Noise" to a "Specialist." Once you find your specific angle, something scary happens

Open article: How to Charge 5x Your Competitors (and Get a 'Yes')
 by Sheza Yazdani • 3 min read

How to Charge 5x Your Competitors (and Get a 'Yes')

The most successful founders on LinkedIn right now are posting things that would make a traditional marketing department have a heart attack.

In 2026, "perfect" is actually a liability.

Here is what most people are missing:

Accounts that share specific failures, messy mistakes, and "unpopular" opinions are growing 3–4x faster than "highlight reel" accounts.

The "Polished CEO" era is dead.

If your feed is just award wins, generic advice, and "humbled" announcements, you aren't building a brand. 

You're building a wall.

High-level clients aren't looking for a statue of success.
 
They are looking for a partner who has been in the trenches and knows where the landmines are hidden.

They don't want to know why your process is perfect. 

They want to know about the time it broke, what it cost you, and how you fixed it so they don't have to.

The "Industry Standard" is usually just a fancy word for "boring."
Stop trying to look the part. 

Start showing the parts that actually matter.

What’s one thing you’ve never posted because it felt "too honest" for LinkedIn?

Let’s be real in the comments.

#PersonalBranding #ThoughtLeadership #FounderBrand #AuthenticMarketing #BuildInPublic

Founder sharing a bold LinkedIn insight about why messy honesty now outperforms polished personal branding.
Post argues that real failures and unpopular opinions build trust faster than curated success ever will.

Positioning isn't a creative exercise. It’s a surgical one.

Most founders treat their brand positioning like a coat of paint, something they "add" at the end to make their offer look pretty.

That is a high-stakes mistake. 

If you position yourself as a "commodity," you will always be compared on price. 

You will always be a "nice to have." 

You will always be one budget cut away from being fired.

Real positioning isn't about being "the best." 

It’s about being the only.

Using April Dunford’s Competitive Alternatives framework, I help founders move from generic categories to "Category of One" status. 

Here is the exact mental shift required:

The "Surgical" Framework
To fix your positioning, you don’t need a thesaurus. 
You need to answer four brutal questions:
1. What is the "Alternative"? If you didn't exist, what would your customer do?
 (Usually, it’s a messy spreadsheet or a "do-it-all" agency).

2. What is your "Unique Attribute"? What do you have that the alternative cannot provide?

3. What is the "Value"? Not the feature, the specific outcome that unique attribute enables.

4. Who cares the most? This is your "Best-Fit" customer.

"If you fail to position yourself, your customers will do it for you

And they will almost always put you in the 'too expensive' or 'generic' bucket."

When you shift your positioning, you aren't just changing your LinkedIn tagline. 

You are changing:

- Your price floor.
- Your sales cycle (shorter).
- Your client quality (higher).

Stop trying to be "better" than the competition. 

Start being the only logical choice for a very specific person with a very specific problem.

#Positioning #PersonalBranding #CategoryDesign #FounderStrategy
#BrandStrategy

Positioning defines how the market understands your value and what problem you uniquely solve.

When you clarify the alternative the unique attribute the value and the best fit customer you stop competing on price and start becoming the only logical choice.

taplio

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Jason Dellatolla, PhD(c)

Sheza Yazdani

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The Battle

Jason Dellatolla, PhD(c)

Sheza Yazdani

Followers

Posts

Engagements

Likes

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