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Frederick Lorz won the 1904 St. Louis Olympics marathon.
Well, he had about fifteen minutes of fame as the winner. Until it was discovered that he had actually dropped out after nine miles, caught a ride in his manager's car for eleven miles, and then hopped out to run the final portion of the race.
The actual winner?
That title went to Thomas Hicks.
The poor guy was barely conscious by the finish line, though, because his handlers had brilliantly given him strychnine (a rat poison that was used as a stimulant) and brandy during the race.
That 1904 Olympics was one big series of disasters.
But what stands out most to me is the story of the two "winners."
The first guy wasn't really a winner, just a big old cheat.
The second guy? He actually did win - but at what cost? Poisoning himself into a near-death experience just to cross the finish line first?
Yet so many brands today play the same game as Frederick and Thomas. They either cheat to amass big temporary wins that fade away very quickly - or they pump themselves up with so many "stimulants," trying all different tactics they can, that the brand itself is barely conscious and exists purely as a bunch of paid TikTok and Meta ads trying to loop in as many people as possible through clickbait.
Don't do this.
Please don't do this.
Because your goal shouldn't be to win the marathon everyone else is running.
The goal should be to win YOUR OWN marathon.
One where you attract people who will be genuinely excited by your products. Where you listen to the voice in your head that knows exactly what you want to say. Where you build something with power and beauty and uniqueness.
Because it's not the trophy that matters. Not if it comes with dishonesty or brand burnout.
What would it look like to run your own race? To build a business that feels good not just on the days you hit new revenue records, but every single day?
That's what Tell Your Story helps you do. We'll uncover the unique elements that make your brand special, and create a narrative that speaks directly to the people who will truly appreciate what you have to offer.
So you don't have to run after an elusive trophy just 'cuz your competitor touts it.
So you don't have to feed your brand poison to keep it limping along.
So you don't have to cheat and trick your way to big profits.
Chavy