On the TechTO stage ×1
First seen on a TechTO stage in 2023. Every TechTO talk is searchable — ask the archive about Alex ↗
In their words
People don't buy what they don't understand. You might say, well Alex, that sounds pretty self-explanatory — but for whatever reason, within our little tech ecosystem, we seem to get so caught up with the tech buzzwords, the lingo, the proprietary algorithms, that we end up losing our clients.
When you try to be everything to everyone, you end up being nobody to anyone.
Canadians build businesses, Americans build brands.
More from TechTO ×6
Quick answers
Who is Alex Gould?
The founder and managing director of Long Story Short, a brand and creative agency he started in 2018. He grew up in Markham, worked in marketing in London and New York, and runs the agency from its Toronto and New York offices. He told a TechTO audience in 2023 he had been in marketing for just over 15 years.
What does he mean by 'Canadians build businesses, Americans build brands'?
His observation from working both sides of the border: Canadian companies focus on getting the business and the offering right, and treat brand as a second thought, while American clients will start asking about positioning and what sets them apart before the product is fully baked. His advice — if you're expanding to the US, get the brand and positioning sharp first.
How does he get technical founders to focus their marketing?
Chip away with small wins — test a new program or platform, show the results, and let them buy in gradually. He also suggests using the founders' investors: VCs are already telling them they need to grow, which opens the door to the marketing conversation.