Most people think marketing is about the perfect logo, the sharpest slogan, or the right brand colors.
It’s not.
It’s about telling a story.
Specifically, your story. The story of how you got here. The story of the scar that turned into a signal.
That’s the real marketing—the kind people remember.
Scars Are Signals
We all have scars. Not just on our skin but in our lives. Breakdowns, failures, mistakes, hard resets.
Most of us try to cover them up. But in business, scars aren’t ugly. They’re proof.
Proof that you’ve been through something real. Proof that you understand the pain your client is in. Proof that you can guide them because you’ve walked the road yourself.
When I started Elevatus, I thought I had to hide the messy parts. I figured people wanted “polish.”
Then one day I shared my own vulnerable story—about failing, resetting, and starting fresh. And people leaned in.
That’s when I realized: scars don’t repel people. They attract them.
Because your scars are the signals that say: “I’ve been there too.”
Potato Chips and Storytelling
Let’s talk potato chips.
At the end of the day, every chip is the same: a fried slice of potato. But walk down the snack aisle and you’ll see dozens of bags—BBQ, sour cream & onion, salt & vinegar, flaming hot. Same base. Different flavors.
That’s exactly how storytelling works in marketing.
Your origin story is the potato chip. It’s the base. The solid crunch.
But the way you season it changes depending on the platform:
On TikTok, you’re the Flaming Hot version. Quick, bold, in-your-face.
On Facebook, you’re sour cream & onion—warm, friendly, inviting to everyone at the party.
On LinkedIn, you’re sea salt kettle chips—simple, professional, all business but still delicious.
It’s all the same potato. It’s all still your story. You just repackage it for the aisle you’re in.
And here’s the trick: food companies don’t reinvent the chip each time. They take the same potato and season it differently.
That’s what you should do with your origin story.
Repurposing Without Reinventing
Here’s what most people get wrong: they think they need to invent new content every day.
That’s exhausting.
Instead, think like a potato chip company. Start with your origin story—the one base product you’ll never run out of. Then repurpose it.
Share the raw scar story on a podcast.
Clip one lesson from it and turn it into a TikTok.
Pull the strategy angle and post it on LinkedIn.
Write a warm, supportive version for your Facebook community.
Same story. Different seasonings. Endless bags of chips.
My Story, Seasoned
When I launched Elevatus, I didn’t have a team, fancy systems, or big budgets. I had a simple plan: I launched lean, built trust, and moved fast before doubt caught up.
I’d already lived through my share of resets—military transitions, personal struggles, and family-law battles that could break anyone’s spirit. Those scars became my signals.
Instead of chasing perfection, I leaned on what I had: structure from my training background, and emotional intelligence from years of navigating high-stakes life moments.
That was the origin story.
But depending on who I talk to, I season it differently:
When I talk to coaches and creators: I frame it as a business model reset.
When I talk to parents in custody battles: I frame it as resilience and strategy.
When I talk to leaders: I frame it as turning disruption into direction.
Same potato. Different flavors.
And the wild part? The more I shared my story, the less I had to “sell.” People started showing up because the story spoke for me.
The Funny Side of It
Here’s the kicker: what makes your story addictive isn’t the polish. It’s the crunch.
The crunch is the realness. The vulnerable bite people can sink their teeth into.
When you try to sand down the edges, you take away the crunch. Nobody wants soggy chips.
The crisp parts of your story—the failures, the messy starts, the scars—are the moments that make people feel safe enough to trust you.
And trust is the whole game in business.
Vulnerability Is the Crunch
If you’re wondering where to start, keep it simple.
Ask yourself: Do I have my structure, my bank, and my brand skeleton?
If yes—you’re ready. Don’t wait for perfect. Start lean. Build strong.
Reset Challenge
Time to step into the snack aisle.
Write down your origin story in raw form—your potato.
Season it three ways for different platforms.
TikTok: bold, short, spicy.
Facebook: warm, chatty, relatable.
LinkedIn: strategic, polished, professional.
Share all three this week and watch how each crowd eats it up.
Final Bite
Your story is your strongest marketing. Not your logo. Not your font. Not the perfect brand colors.
It’s the potato chip you can keep re-seasoning and serving forever.
The moment I started sharing mine, people didn’t just see a coach. They saw a human. And that’s when everything changed.