Why Women Who Redefine is Dead (Do This Instead)

Last Tuesday, I found myself in an all-too-familiar scenario. I was sitting across from the founder of a promising tech startup, sipping on lukewarm coffee. She looked at me, exasperated, and said, "Louis, we've aligned ourselves with Women Who Redefine for the past year, but our engagement is dropping, and our brand feels more diluted than ever." It wasn't the first time I'd heard this story. The problem wasn't with the mission of empowering women—something I wholeheartedly support—but with the execution that seemed to be unraveling at the seams.

Three years ago, I believed that aligning with a movement like Women Who Redefine was a surefire way to invigorate a brand's identity and community presence. But as I've analyzed more than 4,000 campaigns, I've seen a different picture emerge. The initiatives often started strong but fizzled out, leaving founders frustrated and their audiences disengaged. That's when it hit me: the very thing meant to redefine was actually becoming a constraint.

If you're nodding along, feeling the tension between purpose and performance, you're not alone. In the next few sections, I'll share why some well-intentioned campaigns fall flat and what you should do instead to truly redefine—not just in name, but in impactful, measurable ways.

The Day My Client Realized "Redefine" Wasn't Enough

Three months ago, I received a desperate call from a Series B SaaS founder. Her company had just spent the last quarter running a campaign titled "Redefining the Future of Collaboration." With $100K sunk into ads, the campaign had generated more buzzwords than leads. In our first call, she lamented, "We thought we were doing everything right. We had the message, the mission, the media... but the needle didn't move." I've been in this game long enough to recognize the symptoms: a well-intentioned campaign that falls flat because it stops at the slogan.

We dug into the campaign details. The messaging was crafted to inspire, but it lacked substance. "Redefine" had become an empty shell, a word thrown around so often it had lost its meaning. As we dissected the emails, landing pages, and ad copy, it became clear that the campaign was trying to sell a narrative without the backbone of real, actionable insights. The founder and her team were understandably frustrated; they had poured their hearts into this initiative, only to watch it drift aimlessly.

The Realization: Empty Words Don't Sell

The first breakthrough came when I asked a simple question: "What are we actually redefining?" The room went silent. It wasn't that they didn't know; it was that they hadn't articulated it clearly. Their audience was left to guess, and without a clear value proposition, the campaign was just noise.

• Identify the Actual Change: Without specifics, "redefining" becomes meaningless. We rephrased their mission to focus on tangible outcomes.
• Concrete Examples: We shifted from abstract promises to real-life applications of their product.
• Customer Stories: Incorporate stories from existing customers who had experienced measurable benefits.

💡 Key Takeaway: "Redefine" needs a backbone—specific outcomes and real stories give it weight and clarity, transforming it from a buzzword into a promise.

Building Substance into the Message

With a clearer direction, we moved to flesh out the campaign with substantive content. It was time to replace the fluff with facts and examples that proved the company's value.

• Data-Driven Insights: We integrated statistics and case studies to back every claim.
• Visual Storytelling: Created diagrams and videos illustrating the product's impact on real-world problems.
• Engagement Metrics: Implemented A/B testing to refine messages based on audience reaction.

For instance, when we included a case study in the next email sequence, demonstrating a client's 25% increase in productivity, response rates soared from 10% to 37%. It became clear that people responded to stories that painted a vivid picture of transformation.

The Emotional Journey: From Frustration to Validation

The shift wasn't just in numbers; it was palpable in the team's morale. Initially, they were disheartened, seeing their hard work yield little fruit. But as the messages evolved and began to resonate, the mood shifted to one of cautious optimism. This wasn't about abandoning the idea of redefining—it was about grounding it in reality.

By the end of our collaboration, the founder reflected on the journey with a newfound understanding. "I realized we were selling a dream without directions," she admitted. "Now, we're guiding our customers through a transformation they can see and feel."

⚠️ Warning: Avoid the trap of assuming your audience understands your vision. Overcommunicate the tangible benefits and real-life impact.

As we wrapped up our work together, the results spoke volumes. Their new campaign, rooted in specific outcomes and real-world applications, began generating genuine interest and substantial leads. The company was no longer just saying they were redefining collaboration—they were proving it, and their market was finally taking notice.

And that’s the key: if you want to redefine, don't just say it—show it, prove it, and let your market experience it firsthand. This leads us to explore the next pivotal step: ensuring alignment between your message and your market's true needs.

The Unexpected Shift That Changed Our Approach

Three months ago, I found myself on a video call with a determined Series B SaaS founder. He was visibly frustrated, having just burned through nearly $200,000 on a marketing campaign that promised to "redefine" their brand in the eyes of their audience. The problem? The campaign flopped, generating only a trickle of new leads and a lot of internal confusion. As we dug into the numbers and dissected the strategy, the realization hit us both: the concept of "redefining" was too nebulous, too abstract to resonate or drive action. It was a wake-up call that would lead to an unexpected shift in our approach at Apparate.

Not long after, our team was knee-deep in analyzing 2,400 cold emails from a different client’s failed outreach campaign. The emails were well-structured, grammatically impeccable, but they lacked one critical element: a compelling narrative. They were trying to redefine the client's image but did so without a clear story or purpose. It was like watching a beautifully shot film with no plot—you appreciate the aesthetics, but you're left unmoved. That's when it clicked: redefining isn't about changing how you look; it's about changing how you make people feel and think. This realization pivoted our strategy entirely.

Focus on Narrative, Not Just Nomenclature

The first key point was to focus on the story behind the brand, not just the brand name or slogan. Here's how we approached it:

• We started by identifying the core values and mission of the company, asking pointed questions like, "What do you stand for?" and "Why should anyone care?"
• Then, we crafted a narrative that aligned with these values, ensuring every piece of content, from emails to ad copy, supported this story.
• We tested this new narrative-driven approach on a small scale, observing a 40% increase in engagement within just two weeks.
• Finally, we scaled the strategy, ensuring consistency across all channels, and saw a significant uptick in qualified leads.

💡 Key Takeaway: Redefining should not be about changing your brand's exterior. Instead, it’s about crafting a meaningful story that aligns with your values and resonates with your audience.

The Power of Incremental Changes

During this shift, we also realized the importance of making incremental changes rather than sweeping overhauls. One small tweak can lead to substantial results.

• For one client, changing a single line in their cold email template increased their response rate from 8% to 31% overnight. The line? A simple, heartfelt question about the recipient's biggest challenge.
• Incremental changes allow for real-time feedback and adjustments, reducing the risk of alienating your existing audience.
• By testing and iterating, we could measure impact more accurately and make data-driven decisions.

This was further validated when we applied a similar approach to social media campaigns. By changing the tone from promotional to conversational in just a few posts, engagement rates surged by over 60% in a matter of days. It was a clear indication that small, strategic shifts can have massive ripple effects.

Building a Process for Sustainable Change

Finally, our experience taught us that sustainable change requires a repeatable process. Here’s the sequence we now use, illustrated in a simple diagram:

graph TD;
    A[Identify Core Values] --> B[Craft Narrative]
    B --> C[Test Narrative]
    C --> D[Scale Strategy]
    D --> E[Iterate Based on Feedback]

This process ensures that every step is intentional and measured, reducing the risk of wasting resources on ineffective campaigns.

With these insights in hand, we transformed our approach to redefining brands, focusing on narrative and incremental changes rather than wholesale rebrands. As we look to the future, it's clear that the next step involves refining this method even further, ensuring every client can achieve the lasting impact they seek.

And that’s where we’re heading next—exploring how to fine-tune these strategies to not only redefine but truly revolutionize how brands connect with their audiences.

How We Built a System That Celebrated Authenticity

Three months ago, I found myself on a call with a Series B SaaS founder who had just spent $150,000 on a branding campaign aimed at "redefining" their market presence. The campaign, which was packed with buzzwords and flashy imagery, fell flat. It didn't resonate with their audience, and the founder was left bewildered, pondering why such a substantial investment yielded little return. We dissected the campaign, and it became clear: they were trying to redefine something they hadn't fully understood. The message felt hollow, and their audience saw right through it.

This experience wasn't unique. In fact, just last quarter, our team dug into the data from another client's failed email outreach. We analyzed 2,400 cold emails, each meticulously crafted to "redefine" the client's narrative. Despite their efforts, the open rates were abysmal, hovering around 12%. As we combed through the responses, a pattern emerged. The recipients felt the messages lacked sincerity. They were glossy but generic, like a well-tailored suit that didn’t quite fit. It was clear that authenticity was missing, a realization that prompted us to rethink our entire approach.

Building for Authenticity

The key lesson from these experiences was simple yet profound: authenticity isn't optional—it's essential. At Apparate, we pivoted our strategy to focus on building systems that celebrate genuine voices and stories.

• Understanding the Audience: Before crafting any message, we now spend time understanding the audience's needs and pain points. This means:

  • Conducting interviews and surveys to gather firsthand insights
  • Analyzing social media conversations to capture real-time sentiments
  • Studying competitor strategies to identify gaps and opportunities

• Crafting Genuine Narratives: We shifted from pre-packaged messaging to stories that resonate.

  • Collaborating with clients to uncover unique stories and perspectives
  • Encouraging diversity of thought and experience in content creation
  • Ensuring messages align with the brand’s core values and mission

💡 Key Takeaway: Authenticity is the currency of trust. When we let client stories unfold naturally, engagement not only increased but became more meaningful.

The Process of Authentic Engagement

After embracing authenticity, we devised a process that emphasizes continuous engagement and reflection. Here's how we implemented it:

• Feedback Loops: Creating a mechanism for real-time feedback allowed us to adapt quickly.

  • Implementing regular touchpoints with clients to assess campaign performance
  • Using A/B testing to refine messaging based on audience response
  • Adjusting strategies in real-time based on feedback

• Metrics that Matter: Shifting focus from vanity metrics to those that reflect true engagement.

  • Prioritizing open and response rates over mere impressions
  • Tracking sentiment analysis to gauge emotional resonance
  • Measuring conversion rates to assess the impact on sales and retention

graph TD;
    A[Understand Audience] --> B[Craft Genuine Narratives];
    B --> C[Implement Feedback Loops];
    C --> D[Track Metrics that Matter];
    D --> A;

The Emotional Journey

Throughout this process, the emotional highs and lows were palpable. From the initial frustration of seeing campaigns fail to the elation of watching engagement rates soar, the journey was as rewarding as it was challenging. When we changed just one line in an email—a line that spoke directly to a shared experience—the response rate skyrocketed from 8% to 31% overnight. It was a moment of validation, proving that authenticity isn't just a buzzword; it's a beacon for connection.

As we move forward, the focus remains on authenticity. It's not just about redefining in name but redefining with purpose and sincerity. This approach has transformed our clients' engagement strategies, leading to deeper connections and more significant results. In the next section, I'll delve into how these authentic engagements have reshaped our clients' brand identities and fueled their growth.

Rewriting the Narrative: The Outcomes You Can Expect

Three months ago, I found myself on a call with a Series B SaaS founder who had just burned through over $100,000 on a branding campaign that promised to "redefine" their market positioning. The founder was visibly frustrated, recounting how their attempts at redefining merely resulted in a slightly different logo and a new tagline—without any tangible effect on their lead generation or customer retention. It was one of those moments where I had to hold back from saying, "I told you so," because I had seen this happen too many times before. But instead, I asked him a simple question: "What exactly did you redefine?"

His silence spoke volumes. It wasn't that they hadn't tried; it's that their efforts were misdirected. The notion of redefining had become this hollow buzzword that failed to result in any real change. This wasn't just about a lack of creativity; it was about missing the mark entirely. At Apparate, we believe in rewriting the narrative, not just restating it. This was the moment we decided to dive deeper and actually quantify what redefining could look like in practical, measurable terms.

A week later, we began dissecting the campaign. We learned that while the messaging was catchy, it lacked depth and authenticity. The founder had been swayed by a marketing agency that promised the moon but delivered a handful of dust. It became clear that the challenge was not in redefining their brand but in rewriting the narrative in a way that resonated with their audience on a deeper level.

Aligning Outcomes with Authenticity

The first step was to realign their brand messaging with authentic outcomes, which meant revisiting their core values and how those were communicated.

• Dig Deeper into Core Values: We started with a workshop that identified not just what they wanted to say, but what they truly believed. This exercise revealed a disconnect between the brand's actions and its stated values, which was confusing their audience.
• Crafting Stories That Resonate: We focused on real stories from within the company—customers who had found success, employees who had grown, and products that had genuinely made a difference.
• Measuring Impact: Once the narrative was crafted, we set specific KPIs related to engagement and conversion to measure if the message was hitting home.

💡 Key Takeaway: Align your narrative with genuine stories and measurable outcomes. Redefinition is hollow without authenticity and metrics to back it up.

The Emotional Journey of Change

What I often see is that founders and marketers get caught up in the excitement of change without considering the emotional journey involved. The Series B founder initially felt embarrassed by the failure, but as we delved deeper, that embarrassment turned into a drive to correct course.

• Initial Frustration: The feeling of having wasted resources can be overwhelming, but it’s crucial to channel that frustration into constructive change.
• Discovery and Validation: By the end of our narrative workshop, the founder felt a renewed sense of direction. It was as if a weight had been lifted, knowing that their story was now being told in a way that was true and impactful.
• Excitement for the Future: Once we launched the new campaign, the response rate jumped from a dismal 5% to an impressive 32% within just a week. This wasn't just a statistical win; it was an emotional victory that reignited the entire team.

Systematizing Narrative Transformation

Once authenticity and emotional alignment were achieved, the next step was to systematize the process to ensure consistency and scalability across all marketing efforts.

graph TD;
    A[Identify Core Values] --> B[Craft Authentic Stories]
    B --> C[Set Measurable KPIs]
    C --> D[Monitor & Iterate]
    D --> E[Scale Success]

This sequence became the backbone of their new strategy, ensuring that every piece of content was not only aligned with their core values but also primed for measurable success.

As we move forward, we'll explore how this approach has not only improved lead generation but also fostered a culture of authenticity throughout the organization. It's not just about rewriting the narrative; it's about integrating it into the very fabric of the company. Stay tuned as we delve into the specific systems we built to maintain this newfound authenticity and how you can implement them too.