Chapter 10


Michael’s description of this chapter:

I’m not a businessman. I’m a business, man.—Jay-Z 

I remember seeing a great meme on Instagram of the famous rapper Jay-Z that said, “I’m not a businessman. I’m a business, man.” Jay-Z went from selling drugs on the street to becoming a billionaire. He is the business. 

Whether you love him or hate him, another great example is Donald Trump. He is the business. Some may know him as a real estate mogul, former president, government disruptor, and social media loose cannon. The reality is that Trump is his brand. Prior to being the former US president, the Trump name for years was notorious for extravagant things. His hotels were decadent and posh. He was known as an upscale character. The brand tells people what to expect from you. Now, just as important as building a brand into one that is recognizable is to maintain congruence and be consistent with what you represent. Some would say that Trump has lost his way and effectively destroyed his brand. As the saying goes, “It takes years to build a brand and seconds to destroy it.” So what’s in a brand, and why am I a brand?

In this chapter I discuss the importance of building a solid brand and how easy it is to start doing it. I go into examples of people who have created brands that are impactful yet are not in your face as if you need to be a social media influencer. 

  • Be like Mandela
  • Creating the Brand
  • Why are you here?
  • What makes you different?
  • Sho Sushi: Winning and Prevailing through Pivoting
  • What’s that You Said? I Can’t Hear Your Voice!
  • Why Should I Believe You?
  • How I pivoted: Adbul Basit Ahmed, CEO and Founder of Adesso Man

Contributing Author:

Abdul Basit Ahmed

International Brand Positioning Expert and Conversion Rate Specialist at Troy Assoignon International

Troy Assoignon is a rare breed of marketing and branding professionals. He not only has the technical skills to execute on your brand strategy, but also understands how to get results and make you money. His diverse skill set allows him to take on any project with ease, no matter what industry your company operates in.

He’s been in the online space since 2015, and previously ran a construction service business prior to that for 10+ years. Troy focuses on brand positioning, consulting and high budget PPC campaigns.

Troy has created various successful campaigns that have grossed millions of dollars for his clients, and has also participated in the creation of pitch decks and worked on capital raises that have generated over $4.5 million.

“We started Adesso with the vision to cater to a niche in men’s accessories and lifestyle products and provide the best possible service. Our goal was to be a one-stop-shop for men of all walks of life and provide them with daily essentials to feel more confident. We became obsessed and committed to providing unparalleled service and styling to remind men how dedicated customer service feels. We want to build relationships and leave long-lasting impressions with our customers. Finally, we wanted EVERYONE to be able to be a part of our brand and our story, so we made our products more accessible and available for our customers through reasonable pricing so ANYONE would be able to express themselves through style.”

The word Adesso in Italian means ‘NOW,’ or “in the moment.”

European design has always been at the root of our brand philosophy. Italy, in particular, is at the forefront of fashion and the mecca for the latest and greatest trends. It only fits that we used an Italian word that encapsulates our identity and brand values.

We are fashion-forward, trend-informed, ambitious, and provide men with tools to help them make their mark on society.

Adesso Man is more than a store. It’s a community, a gathering place, and a safe space. To better serve our community, we focus on using our platform to give back to organizations and individuals that aim to uplift and empower people in need.

We launched Adesso Listens to help the most vulnerable members of our community and work towards a more confident and secure future. This initiative allows us to donate money, resources and raise awareness for issues that truly matter and reflect our staff, customers, and community.

Facebook: adessoman, Abdul Basit-Ahmed

LinkedIn: Abdul Basit-Ahmed


Phone: 4039704008