Hey Reader,

When I first started posting on LinkedIn, I covered 10 topics.

Lots of effort.
Little traction.

But once I focused on one thing?

→ Posts became easier to write
→ What I stood for became clearer to my audience
→ And pitching to prospects in DMs became a hell of a lot easier, too

But what if you have more than one thing worth sharing?

The kaleidoscope problem:

Two clients raised this with me recently.

One sells products. The other, services.
Both have wildly varied offerings - different markets, different audiences.

On their own, each piece was strong.
But together? It was like staring into a kaleidoscope.

Beautiful. Complex. Hard to find the pattern.
And people love patterns.

If they can’t see one, they don’t know what to remember.

The science behind it:

In their classic book Positioning, Trout & Ries put it simply:
👉 Your brand should become shorthand for what you do.

Think about it:

• In Australia, people ask for Panadol, not paracetamol. (US readers, I assume it’s Tylenol. If you’re somewhere else… NFI, sorry 😂)
• Everyone says Google it, not search it.

When you try to be everything, people don’t know what to associate you with.

So they end up remembering nothing.

The way through:

So what do you do when you’ve got range?

The way I see it, you’ve got two choices:

Option 1: Zoom out

Find the throughline. The problem or belief that ties it all together.

For me, that’s messaging.

It connects everything I offer:
✅ LinkedIn marketing
✅ Email marketing
✅ Article writing
✅ Lead magnets
✅ Brand strategy

Without a clear message, none of it works.

Your throughline might not be as obvious.

Maybe it’s values-driven. Maybe it’s purpose-driven.

Example:
​Let's say you create software for small businesses, parents and not-for-profits. Wildly different audiences.

Your throughline could be:
👉 "Poorly resourced people need smart tools to avoid overwhelm."

Simple. Memorable. Pattern found.

Option 2: Split your channels

If no single thread works, give each offer its own lane.

Different products. Different audiences. Different spaces.

That’s why Toyota and Lexus aren’t the same brand, even though they share DNA.

The takeaway:

Your expertise doesn’t need to be hidden.

But it does need to be shaped.

Zoom out, or split out.

Find the pattern in the kaleidoscope.

Because when people see the pattern, they remember you.