After spending back-to-back VIP days with multiple multi-seven-figure leaders, Kelly noticed a powerful pattern:

The businesses ready to scale fastest weren't missing strategy — they were missing identity.

In today's episode, Kelly breaks down why backing up to the identity of your brand may be the most important move you make heading into 2026. In an economy where information is commoditized and AI is everywhere, the businesses that win are the ones that lead movements, not transactions.

This episode will challenge you to rethink how you cast vision, create belonging, and build a brand people want to stay loyal to for years, and not just buy from once.

In this episode, Kelly explores:

Why logic alone no longer converts buyers (and, how movements outperform marketing tactics)
The difference between customers who transact and customers who stick around
How to create "stickiness" (and ultimately, lifetime value) through identity and conviction
Why the heart and soul of your brand matter more than ever in 2026

TIMESTAMPS:

03:06 – 05:40 — What Kelly noticed after multiple VIP days with 7-figure CEOs 05:41 – 07:55 — Why growth stalls when identity isn't clear 07:56 – 10:20 — Logic vs. emotion: how people actually decide to buy 10:21 – 12:45 — Transactions vs. movements (and why LTV suffers) 12:46 – 15:05 — How identity creates brand "stickiness" 15:06 – 17:30 — Service-based businesses and the lost art of stewardship 17:31 – 18:55 — Why AI makes conviction and humanity non-negotiable

RESOURCES:

Grab your copy of Conviction Marketing: https://www.amazon.com/Conviction-Marketing-Kelly-Roach/dp/B09S259DWK
Subscribe to Kelly's Substack channel: https://kellyroachofficial.substack.com/
Follow Kelly on Instagram: https://www.instagram.com/kellyroachofficial/
Follow Kelly on Facebook: https://www.facebook.com/kelly.roach.520/
Connect on LinkedIn: https://www.linkedin.com/in/kellyroachint/

Conviction Marketing

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