Business

When AI is applied thoughtfully, it can amplify the qualities of craftsmanship, service, and storytelling that define aspirational brands.

It’s been almost two weeks since we closed Rêve Health. This was one of the hardest things I’ve ever had to do. Many founders don’t talk about the startups that fail, but I believe in learning from experience. I spent a ton of time and money and my entire identity was wrapped up in being the CEO of a healthcare startup for nearly 18 months. That’s something that doesn’t simply go away–and many founder struggle after this type of “failure.”

As Harvard Business School experts remind us, it’s not enough to track final outcomes alone — we need intermediate signals to understand where prospects are on their journey and where friction exists.
And, as I like to say, you don’t get married after one date. It takes time to build an audience, grow a brand, and make money.
So, what meaningful KPIs tell you, “this is working,” even before revenue?

Periods of transition rarely announce themselves clearly. Instead, they arrive quietly, disguised as friction, stalled momentum, or a growing sense that what once worked no longer does. For founders and leaders, these moments can feel disorienting, especially in cultures that reward speed, visibility, and constant progress.

As we move into 2026, the brands that endure will be the ones that chose coherence over cleverness and depth over display. Authenticity will matter not because it is fashionable, but because it is functional in a saturated and skeptical world.

Storytelling is not a marketing tactic. It is the foundation of how people experience your brand. At Kusadama, we help brands craft stories that are clear, strategic, and human.

We believe clarity is the foundation of distinction. When your brand story is clear, your message reaches the right people, resonates deeply, and leaves a lasting impression. Clear messaging allows brands to rise above the noise, connect with their audience, and communicate what makes them unique.