Enjoy Your Marketing, Trust Your Sales



This is the big Idea

Get Campaign Clarity. Watch Your Sales Soar.

Simplify your marketing, earn trust, and grow your business.

Sound Familiar?

Got a great service, positive reviews, but struggling with sales?

Have you been creating campaigns that look great, but that haven't translated into enough sales? (Even though you've been hiring copy experts or using AI!)

You've been asking yourself...

  • Why can’t I describe my offer clearly?
  • Why does my copy look fine but still flop?
  • What am I not seeing in my messaging?
  • Do I need to add new services?
  • Am I the only one who can't figure this out?
  • What if I can't fix this and let people down?
  • Should I pivot—or pull the plug entirely?
  • What can I do to get sales coming in?

Why Growth Stalls?

Sales stall when messages don't earn trust from cold traffic.

Positioning for influence is how to earn that trust.

Businesses hit an inflection point: As you mature, a clear positioning becomes a must to earn trust and grow sales.

True2Brand helps you position your business so you can get sales growing.

What is True2Brand?

A strategic planning framework that matches businesses with buyers using psychographic insights—resulting in marketing, messaging, and sales campaigns that convert.

With a True2Brand Strategic Plan

Your marketing messages resonate, earn trust, & grow sales.

The Path to Your True2Brand Plan

Discover Your Core Point Of View

Locate Buyers With Shared Values

Market With Copy That Is True

True2Brand brings your offer, message, and market into sync—providing a simpler path to growth.

The True2Brand Fix

True2Brand Solutions to Clarify Your Message and Grow Your Business

Positioning Fix

A personalized strategy day—online or in-person—to get clarity on your product, message, and market—so your campaigns connect and convert.

Accelerator

A focused business program that delivers your brand, sales tools, and go-to-market plan so founders can stand out, sell smarter, and scale with clarity.

Speaking

Talks and workshops on the risks of unclear messaging, how to position for influence, and the power of backstory psychology in campaigns that convert.

Tayo

An AI marketing coach that helps identify your market, position for influence, and create authentic messaging to grow your business with confidence.

Custom AI

We develop proprietary AI tools to help companies integrate AI safely and strategically—so that you control your voice and IP across marketing and operations.

You've built something great. Let's ensure the world sees its value.

A True2Brand Positioning

A real-world look at what happens when a business hits the inflection point-and life after True2Brand!

The short story: Life after Positioning for Influence


“This is 10x more valuable than anything I’ve done in other business programs.” —Brian Saunders, Founder of Fitek Gear

Click to read the full story

THE CHALLENGE

Brian Saunders started out with a strong product—an ergonomic harness for tablets used by field crews. It solved a real pain. Users loved it. He even landed global distribution under the name TabletEX Gear. But as time wore on, sales softened.

A problem-solver at heart, Brian spotted another need: drone pilots struggling with neck strain and unstable controllers. He developed a second product—a drone harness. The opportunity was exciting. But now, with two products and no clear message, the business hit a wall. What was the company really about? Who was it for? The more he built, the more confusing it became.

This is exactly what the inflection point looks like in real life: Brian had multiple products, a brand identity he'd outgrown, and no clear way to explain the value to new buyers.

“I’ve felt adrift for six years,” Brian told us. “I had something great—but no clear path to growth.”

What Changed

In our AI-powered True2Brand Accelerator, Brian worked with us to develop a Positioning for Influence strategy. We created a new brand—Fitek Gear—to unify both products and focus on the audience who needed both: industrial construction and related trades. The core message shifted from “it’s durable” (which is true) to something that actually converts: Safety and comfort, no compromise.

With strategy in hand—from a high-level three-year vision to detailed tactical checklists—we used our STORI Method to rebuild every part of the messaging. Website, sales materials, outreach, video—every piece aligned.

“I really like the fact that it's a high-level strategy—but very tactical,” Brian said.
“There are specific activities, and I can treat it like a checklist. If it was just high-level, I’d feel like I was drifting in the ocean in a little boat.”

The Surprise!

At first, Brian was skeptical about using our AI tools to create something authentic. But that changed quickly. After one of our market-matching activities, he said:

“If I didn’t have your AI tools and guidance, it would've taken a team of people weeks to do all this. Instead, I did it solo in a matter of hours—and honestly, the quality was better than what I’d get from a team.”

What started as doubt turned into confidence. Brian finished the True2Brand Accelerator with a focused strategic plan, a dialed-in market match, messaging that resonates, and an implementation roadmap he could execute with confidence.

And after all the work was done, Brian put it simply:

“This is 10x more valuable than anything I’ve done in other business programs.”

The True2Brand Team

Strategy, Product, and Research Experience—From Growth Startups to Global Brands

Jill McAbe, Founder, The Systems Thinker

Jill brings over two decades of experience in strategy, operational efficiency and leadership development to True2Brand. A bestselling author and executive educator, she has taught more than 25,000 leaders worldwide through her online programs and at institutions including Schulich, Western, and UC San Diego. Jill has delivered talks across stages ranging from co-working spaces to MIT and national conferences, speaking on marketing with integrity, high performance, and values-aligned AI. A believer in integrative thinking over false dichotomies, she now calls Vancouver Island home—where ocean and mountains coexist just fine.

Joel Baum, The AI & Network Guy

An organizational behavior researcher and co-author of Epinets, Joel Baum brings decades of insight into competition, collaboration, and trust networks to True2Brand. A business professor at Rotman and former Associate Dean, Joel was also an early adopter of AI—supporting its use in business schools and contributing to the development of Tayo. He’s spoken at business schools worldwide; current topics include epistemic trust, culture change, and social enterprise. When he’s not building AI tools, you’ll likely find him on a hike—his favorite place for quiet clarity.

Margarita Angelatos, Designer

Margarita Angelatos brings over two decades of expertise in brand strategy, product design, and as an energy alignment coach to True2Brand—infusing positive energy and clarity into every message. She has guided entrepreneurs to align their message with meaning, offering deep insight into what to say with authenticity and intention. A strategic partner to Jill McAbe, she’s helped shape language across speeches, programs, and marketing. Margarita plays a key role in developing values-aligned AI at True2Brand. She loves to travel, create, and often finds herself rescuing animals along the way.

Sean Higgins, IT & Security

As former Co-Founder and CTO of Herjavec Group, Sean Higgins brings decades of cybersecurity expertise to True2Brand, ensuring the reliability and security of our Custom AI services. A sought-after speaker on proactive security, Sean has presented to leading organizations and universities across North America—including Purdue, Schulich, Case Western, and Fortune 500 companies. Since the sale of Herjavec Group, he splits his time between keeping systems secure—and honing his skills on the pickleball court.

Speaking & Seminars

Trusted by Forward Looking Brands and Organizations

About Our Speaking

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Olivier Julien

Founder and CEO. New relic

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Dumas Bastien

CTO, 21st centtury Fox

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Daniel Adam

Sales Manager, Axon

Know Your Market. Position Your Message.

Grow With Clarity.

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True2Brand™ is a trade name of Create Beyond Limits Inc.