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Timestamps

00:00 Intro

04:51 The biggest mistake with AI content (you sound like a robot!)

09:56 The one lesson from Gary Vee that changed Caleb’s career

13:03 Alice in Wonderland & your brand’s direction (powerful metaphor)

15:27 How to reverse-engineer your brand outcome

19:46 The Brand Journey Framework (4 must-ask questions)

23:40 Why one clear goal beats chasing 10 outcomes

25:14 The Brand Story Framework (3 steps to stand out)

29:13 Find your contrarian belief (the secret sauce*)

34:22 The exercise: flip industry clichés into your unique truth

37:50 The power of polarizing beliefs

40:09 Gary Vee’s “Document, Don’t Create” explained

45:20 The 70/20/10 rule for testing content (and loving the flop)

54:27 Why chasing virality traps most creators

57:14 Storytelling 101: why vulnerability beats perfection

1:02:40 Hooks that GRAB attention in 1 second

1:06:50 How to find your audience’s painful problem

1:13:27 Every story needs this final piece (the storytelling framework)

1:19:08 AI and the future of brand (what stays timeless)

1:28:34 Why in-person connection is the ultimate moat

1:33:00 What to focus on for the next 12 months (the one thing)

1:36:00 Pushing through the “Dip” when you want to quit

About Caleb Ralston

Caleb Ralston has spent 16 years building brands, helping entrepreneurs like Gary Vaynerchuk and Alex Hormozi scale audiences of over 30 million followers and hundreds of millions in sales. In this episode, he shares the frameworks behind unforgettable personal brands: that includes the Brand Journey, the Brand Story framework, and the power of contrarian beliefs. From testing content that “flops” to building trust that converts, Caleb lays out a timeless playbook for anyone serious about standing out in a noisy, AI-driven world

No Such Thing As A Clenched Shin

No Such Thing As A Fish

Introduction

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