Monthly Muse: September 2023

Nathaniel Bastin
2 min readSep 30, 2023

Embrace the change.

Feel the shift.

September's Monthly Muse.

Brings a quick autumn lift.

A book I’m currently reading

“Psycho-Cybernetics” by Maxwell Maltz

Description: Maltz was the first researcher and author to explain how the self-image (a term he popularized) has complete control over an individual’s ability to achieve, or fail to achieve, any goal. He developed techniques for improving and managing self-image visualization, mental rehearsal and relaxation which have informed and inspired countless motivational gurus, sports psychologists, and self-help practitioners for more than sixty years.

A brand/marketing lesson I’ve learned

Intention → Obstacle → Jeopardy → Resolution

A timeless sequence for a great story.

Example: Lily set off for her grandmother’s cottage across the meadow; when suddenly a blinding fog and chilling growls threatened her journey. Grasping her grandmother’s bells, she jingled them — dispelling the beasts and using the echoes to guide her to safety.

And a new framework that I’m looking forward to adopting.

A campaign that’s inspired me

“Get a proper raise” — Aldi (Recruitment UK)

  • Use of a simple, visual, and wholesome metaphor
  • Design that breaks out of the grid/format
  • Very direct response for an above-the-line channel

A quote that’s stuck with me

“A lack of communication is a lack of performance.”

Sam Corcos

A log of my latest scribbles

Finally, a big hello (and thank-you) to my newest followers

Giriraj Jhawar; Amulya Kandukuri; Ajay Tomar; Aitor Goyenechea; Ariel Folkerts

Let’s connect on Twitter/𝕏 → @NB_Branding

Until next month 👋



Nathaniel Bastin

Full Stack Brand Builder | Published in “The Startup”, “Better Marketing” & “Entrepreneur’s Handbook” |