Overnight success is a myth. True growth takes time—and the sooner you start building in the right direction, the sooner you’ll see results.

Over the next few days, my band is going on the road — opening for a much bigger, more established artist. Tonight was our first show with them. They’re celebrating the 20-year anniversary of one of their early breakout albums.

In contrast, the band I’m playing with just recently started in 2022. This will only be our 6th show ever. Barely anyone knows we exist! Our name carries practically zero weight... for now at least 👀

But the band we’re opening for? They’ve been around for almost 30 years now. They’ve probably played thousands of shows in front of millions of people. Tonight, 2,000 people showed up—all because of them. Their name on the poster is all it takes to fill venues around the world.

Here’s what’s remarkable: the only promotion this tour needed was their email list and their social media following. No massive ad campaigns. No complicated funnels. Just a brand they’ve carefully built and protected for decades.

That’s the power of leverage.

This kind of leverage doesn’t happen by accident and it certainly doesn't happen overnight. It’s the result of consistently showing up, creating value, and making the right decisions—again and again. Every song, every album, every tour, every piece of merch—it all compounds over time.

When properly guided and nurtured, your brand becomes your most valuable asset. It’s the engine that builds trust, attracts opportunities, and makes your work undeniable.

So start now. Build brick by brick. Because the longer you serve your audience and stay true to your mission, the more valuable your brand—and the leverage it creates—will become.

– Charles