Mindstate — Second Nature Skip to the instrument
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    The show

    Mindstate is also something you listen to.

    Four channels on how brands, founders and athletes actually get built — the wins, the pushback, and the friction that shows up when something grows faster than the structure holding it up. No client is ever named.

    Weekly Show

    40 minutes, four segments

    What actually happened this week. The flagship.

    01
    They asked for more. They needed to decide.
    Clients hire you for output. What they almost always need is a decision nobody inside the building wants to own.

    The Start Up

    Two episodes

    Motivation, education and the current tools — aimed at founders early enough that the basics are still load-bearing.

    01
    The most crowded shelf in music
    Distribution stopped being scarce, so the song stopped being the differentiator. What's scarce is a position — and the discipline to hold it for two years.
    02
    You can't sell a game nobody can picture
    A new category doesn't have a conversion problem, it has a comprehension problem. The two look identical on a dashboard and need opposite solutions.

    The Field Is Yours

    Two episodes

    Sports business, athlete deals, and the economics underneath the games.

    01
    Four questions before you take equity
    What is it technically, what does it vest against, what's the price behind the price, and what are you actually bringing?
    02
    Everybody wants a piece now
    Equity in athlete partnerships went from exception to expectation. Three forces drove it, and they're all still pushing the same way.

    Courses

    Position · six modules

    Sequential, and every module ends by assigning work. The audio is just how the assignment gets explained.

    01
    The Shelf Test
    Build the shelf your customer actually sees, strip the names off it, and find out whether anyone can tell you apart. Most people score badly.

    Build something that sounds like you.

    We do brand strategy, positioning and the part almost nobody does — running the plan in month four, when there's nothing to announce.

    Plug us in