A brand based on truth? That's what ProfitWell co-founder & CEO Patrick Campbell has set out to achieve. But what is a brand based on truth exactly? Well, it's about going deeper to cut through assumptions and push past egotistical decision making to find...the truth. With so many metrics, it's all too easy to pay attention to what makes us feel good, rather than what's actually good for our business. So how do you actually face the truth? We dive deeper in today's episode of #Exceptions to find out.  In this episode: 1:40 - Introduction to ProfitWell 2:25 - What makes ProfitWell different? (The idea of Truth) 3:58 - Andy Cook's experience using ProfitWell 6:14 - If ProfitWell were a person, who would it be? 7:30 - The fear of not making money vs. how to maximize your business 9:30 - Face the truth-Brand, Product and Content 12:00 - How many businesses start with a faulty foundation 13:54 - Build the foundation of your understanding first. 14:28 - Hear from ProfitWell's founder and CEO, Patrick Campbell. 15:12 - Explore how brand is truth 17:00 - Understanding what you stand for is brand 18:33 - ProfitWell's dashboard is free because it highlights problems. 19:40 - Solving the cause of the problem 21:20 - ProfitWell's content 25:55 - Patrick's take on building an audience 27:06 - Are you building your brand around a unified concept? 28:11 - What is the one simple idea that customers are really after? 28:23 - Can you package it as one simple story? 29:46 - Does your content actively pursue the truth about your customers' problems? 30:54 - Have you actually found the truth? - Set aside your ego. Before you go, leave a 6-star review and be sure and share this podcast with your friends! And connect with us on Twitter. Follow @jayacunzo, @seekingwisdomio and @drift.