Don't Die

Bryan Johnson, the founder of health brand, Blueprint, has shocked and captivated audiences with his new Netflix documentary Don’t Die: The Man Who Wants To Live Forever (trailer below).

This exploration of biohacking and longevity isn’t just a fascinating glimpse into the future of human health—it’s a masterclass in marketing.

Why?

1. He makes bold statements.

2. He uses his personal story aka biometric data to show his journey to pristine health.

3. He leverages different channels to get his message seen.

4. He has built a cult following by tapping into a fundamental human desire: to live healthier, happier lives.

“Don’t Die” is not just a documentary title; it’s an audacious, provocative, and unforgettable call to action —key ingredients for cutting through the noise.

Bryan’s first meetup attracted just 11 people—humble beginnings for what would become a global initiative. Instead of being discouraged, he doubled down on his vision, showing that consistency and belief in the mission can lead to exponential growth.

Bryan Johnson’s approach is undeniably bold, but you don’t have to be a biohacking billionaire to take inspiration from his playbook. Whether it’s building a global community, crafting an unforgettable brand message, or experimenting with fresh ideas, there are lessons here for every founder and marketeer.

Sometimes, it’s about taking a step back, shaking things up, and finding the courage to make bold moves of your own.

The Power of Controversy

Controversy grabs attention and, when used wisely, can drive genuine connection. Bryan Johnson’s “Don’t Die” title is bold, provocative, and gets people talking—but it’s not trolling. There’s a critical difference between meaningful controversy and simply stirring the pot. Controversy should challenge ideas or spark conversations in a way that aligns with your values and builds trust with your audience.

Publicly criticising others or trolling for attention might generate clicks, but it rarely fosters the lasting connection your brand needs to thrive. The goal isn’t shock for shock’s sake; it’s creating disruption that resonates, inspires, and strengthens your audience’s connection to your brand.

While landing a Netflix documentary might seem out of reach, there’s one simple, yet often overlooked, move that can help you get unstuck. Drumroll, please…

Talk to your customers.

Sounds obvious, right? But you’d be surprised how many brands overlook this most basic step—or think they’re doing it enough when they’re not. Talking to your customers shouldn’t just be a one-off initiative; it needs to be baked into the culture of your business. This is especially true for consumer brands, where trends and opinions can shift faster than you think. To stay relevant, you need to understand the emotion of the moment and let it guide your messaging and strategy.

Let me tell you about a client I worked with…

They assumed they were staying close to their customers because they conducted a yearly survey and collected product reviews. They thought this was enough to keep them top of mind. But over time, sentiment around one of their key product lines began to shift. Competitors were flooding the market with lofty claims, and consumers started to question the authenticity and effectiveness of the product. Trust in the category eroded, and the brand’s messaging wasn’t geared to rebuild that trust.

As a result, revenue for the product dropped significantly. They were left scratching their heads, trying to figure out what went wrong. The truth was simple: they needed to adapt their messaging to focus on transparency, credibility, and regaining customer confidence. Talking to their customers regularly and deeply would have revealed this shift earlier and given them the chance to respond before their product fell out of favour.

So what’s the lesson here?

When growth stalls, it’s often because you’ve lost touch with what your audience truly needs or wants. To avoid this, make listening to your customers a regular practice. Use tools like surveys, social media polls, focus groups, and even (dare I say it) pick up the telephone and call your customers directly to uncover their pain points, desires, and evolving preferences.

Once you have this insight, refresh your messaging and ensure your brand story aligns with their current aspirations and values. Staying in tune with your audience’s changing needs isn’t just a strategy—it’s how you stay relevant and keep your brand thriving.

Haven’t seen Don’t Die yet? Check out the trailer here:

What’s Your Bold Move?

Reply to this email and tell me: What bold move are you making this week? I’d love to hear from you, and who knows—your story might inspire a future edition (with your permission, of course).

Stay Bold, Stay Brilliant

Building a business is hard, but you don’t have to go it alone. Bold Moves is here to help you navigate challenges, seize opportunities, and build something extraordinary.

Know another founder or leader who could use some clarity and fresh inspiration? Forward this email and invite them to join the Bold Moves community.

Let’s make moves,
Beth

» Next week, we’re discussing the most hated metric in the industry: CAC.

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Disclaimer: I share advice from my own experience. Every business is unique, so tailor these ideas to fit your needs.