With Dyslexia Doesn’t Define Me, we took a different approach to positioning Sean Shewey’s personal training business. Instead of the usual marketing route of competing for people’s time and money, we leaned into trust. Sean’s story of overcoming dyslexia gave us the perfect foundation to show his character, resilience, and care for others. By telling that story authentically, we elevated him beyond being a trainer you hire for workouts—he became someone parents could trust with their own kids. That shift was powerful: if a client trusted Sean with their children, they would trust him with themselves, effectively doubling each client’s lifetime value. The result was more than a campaign; it was a trust-driven growth strategy that built long-term relationships instead of short-term transactions.