Episode 254: Ryan Deiss On How To Keep Your Brand Human (As You Scale) Part 1.

Ryan Deiss is an entrepreneur, author, and investor, and according to Shark Tank star Daymond John, “His companies practically own the internet.” He’s the founder of Scalable and Digital Marketer and one of Roland Frasier’s partners. 

In this episode, you get to be a fly on the wall as he talks to a room full of entrepreneurs. He shares a way of thinking about your business that is both critical and powerful. Ryan takes the Character Diamond concept that emerged out of the acting/story-telling space and simplifies it for business and branding purposes. You will find this super interesting and helpful if you dig into it for your own company. 

This episode comes with a disclaimer. 

When is this subject dangerous?

“Branding and character diamonds, in particular, are an essential subject once you’re making sales. It is a very dangerous subject if you are brand spanking new, just getting started. Because it allows you to waste a lot of time doing what I call ‘organizing the file drawers’. Ryan Deiss

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Listen For “The Ultimate Hack, The Ultimate Shortcut.”

“If you think about the brands that are most loved, they don’t need celebrities to endorse them. The brands themselves are the celebrities. The brands themselves have become loved. How do we do that with our brand?” Ryan Deiss

  • How to scale your business if you’re the face of the brand.
  • How do you transition from a personal brand to a corporate brand?

“If you’re not the face of your business, you have to be really, really careful that you don’t become boring and inhuman”. Ryan Deiss

The answer? Transfer the most desirable and interesting character traits of the founder onto the brand.


  • Where many brands go sideways.
  • The real reason you’re winning if you’re competing.

The (Simplified) Character Diamond (For Business Branding).

“Much Like A Hero, A Brand Is A Fictional Entity”. Roy Williams, Wizard Academy.

Step 1. What is your North Star? Your brands’ mutant power?  

Step 2. What is your ‘Counter Star’? What is the external conflict, that provides interest?

“Think about the fictional characters that you like. Guess what, the reason that you like certain characters is because they exemplify certain attributes that you admire in yourself, whether you’re willing to admit it or not”. Ryan Deiss

Step 3. Subscribe on Apple podcasts so you can hear part 2 (Episode 256) as soon as it drops.

Thank You For Listening. 

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More Episode From Ryan Deiss

Four Different Entrepreneur Types

The Million Dollar Napkin

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