The 99 Product Challenge

A Strong Name, a Weak Message

If I had to summarize this past week, it would go like this: I spent a lot of time introducing myself, talking to new people, and explaining what my business does. And the pattern was almost always the same.

I’d start with, “Hi, I’m Thomas. My company is called Disruption Dynamics.”

Cue the raised eyebrows.

“That’s a great name!” they’d say—curious, intrigued, even excited.

But then came the next question:

“So, what do you do?”

And that’s where things fell apart.

I’d launch into a long-winded explanation about agile training and consulting techniques—facilitation methods, workflow tools, coaching approaches—and before I was halfway through, I could feel them drifting. Eyes glazed. Interest faded. Time after time, conversation after conversation, I saw the same thing.

By the end of the week, one thing was painfully clear: I had a bold, memorable company name—and no product pitch that anyone was excited about.

An Accidental Breakthrough

Then something unexpected happened.

I was grabbing the mail and bumped into my neighbor. He asked what I was up to, and instead of repeating the same tired pitch, I tried something different. I made something up on the spot.

I said, “I help people adapt to disruption. I help them with strategy, give them templates, do a little training, and show them a new way of working.”

His eyes lit up.

“That’s a great idea,” he said.

In that moment, something clicked. I ran back inside and looked at the four product categories I’d been developing. I asked myself one question: How do these actually help someone deal with disruption?

The answer? They didn’t—not clearly, not directly, not in a way anyone cared about.

The Power of a Few Words

That’s when the realization hit me. My offerings were solid, but the product names didn’t match the service I was trying to provide. They didn’t tell the story. They didn’t speak to the problem.

So I sat down and changed a few titles.

Same techniques. Same skills. But now the product names reflected the outcome—helping people manage disruption. And just like that, the entire offer transformed. It felt more aligned. More useful. More… interesting.

Suddenly, everything made sense. The product language supported the brand. The messaging reflected the mission. The metaphors worked. And instead of feeling generic and forgettable, the whole offering felt alive and relevant.

A Business That Finally Fits

With the language in place, I dove into refining everything else: mission, vision, problem statements, solution summaries, customer definitions.

And it all came together fast—almost effortlessly.

In just a few hours, I built a product set and brand story that I’m genuinely excited to share. I’m launching it this week, and for the first time in a long time, I feel like my business has a message that might actually land.

Lessons from the Field

So what did I learn?

1. Repeat your pitch relentlessly.

Say it to everyone you meet. Don’t worry about being polished or perfect. Just watch their reactions. What makes them curious? What makes their eyes wander? The feedback is in the body language.

2. Repetition is king.

Say it again—to yourself. To the mirror. In the shower. On your walk. You’re the CEO of your business, and part of that job is refining your message through sheer force of repetition. Your subconscious will work on it while you sleep.

3. Every offering needs a story.

Stories create meaning. They build connection. They stick. When you frame your service as a story—with tension, transformation, and resolution—people listen. And they remember.

What Comes Next

I’m excited. Not just about the products, but about the process that got me here. The act of repeating, reflecting, and reframing has opened up something powerful. I can’t wait to see where this goes next.

Let the experiments begin.