DISCOVERING
A PRIMAL VOICE
ISP Advisor:
The Problem
Original Story & Design
ISP Advisor helps internet service providers grow so they can have a strong exit.
They had built an impressive business. $100M+ in brokered exits. 30,000+ subscribers added across their client base. A proven system that worked.
But new prospects still didn't get it.
For almost two years, they'd been wrestling with their positioning. Their messaging sounded like every other consultant: generic, corporate, safe.
Their tagline was vague: "Build Your ISP On Purpose."
They needed to stop being approachable to everyone and become irresistible to the right one. But they couldn't find the golden thread that would make everything else make sense.
Finding the Spark
During our Kickoff call, I started with probing questions. "What do your best clients believe is happening to their business right now? What keeps them up at night?"
At first, the conversation sounded familiar. "We help companies grow." All true. All too generic.
So I pushed harder. One of them said: "There are rules to this. If you're on the wrong side of the rules, you're almost guaranteed to get a bad outcome."
I followed it. They kept pulling: "Most of these companies are shrinking into a position of weakness." We were getting somewhere, but I could tell we hadn't found the spark yet.
So I narrowed it. "Why does growth matter so much in this industry?"
One of them said it: "You either take ground, or you lose ground."
Another voice jumped in: "It's a territory game."
There it is.
I said: "You built it first. And now you're watching it get taken."
That's when the conversation became about conquest. About reclaiming ground.
About taking back what was always yours.
The answers came quickly: "If you don't dominate your local market, it's only a matter of time before you're forced out."
"They don't lose their company. They lose their exit. They lose their legacy."
I tested the direction: "Do you think 'claim your territory' would resonate with your target audience?"
The founder replied: "Yes, absolutely. Claim your territory. That's a good little line right there."
By the end of the call, one of them said: "This feels primal."
Exactly.
The Story
The tagline became...
"Claim your territory. Own your exit."
The messaging framework anchored the problem (losing ground), empathy (you earned these customers first), answer (we show you the growth playbook), change (you'll dominate your territory), and result (exit on your terms).
The Design
Colors
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Added blood orange to the existing blue palette to bring it out of boring corporate blue vanilla land
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The two colors are complementary and create energy and boldness
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Demands attention. Signals "we're here to help you win"
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Dark background amplifies the effect
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Distinctly different from competitors. Immediately recognizable and memorable
Strategic Visuals
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Mountain reinforces the three-phase system and visualizes growth trajectory
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Subconsciously represents taking high ground and dominating terrain
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Pink clouds add drama and emotion. Transform the exit journey from corporate/stressful to aspirational/exciting
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The visual story: this is a conquest, not just a business strategy
With the visuals matching the words, it becomes a powerful story.
The Results
Within weeks: booth materials, website redesign, lead magnet, ads, and social strategy... all flowing from the same primal story.
The messaging became a magnet. It attracted the right people and repelled the wrong ones.
Real positioning isn't about being approachable to everyone. It's about becoming irresistible to the right one. About writing a love letter to your most ravenous fan so when they land on your brand, they feel like you built it just for them.
And the best part? I can do it for you too.
