Latest · Issue 4 · 21 May 2026
Stop writing wallpaper
Keep reading — one email unlocks the archive.
Director of Client, Finance · Profile · London
Isaac Goldring
Helps leadership teams find the one specific, defensible thing only they can say — and build a body of work around it.
Background
Isaac is Director of Client, Finance at Profile, where he leads narrative and positioning work for senior leaders and the firms they run.
He is preoccupied with specificity: the belief that authority comes not from saying more, but from owning a narrower, sharper territory than anyone else is willing to claim. He writes on narrative, positioning and how thought leadership earns its name.
Currently writing about
Narrative specificityPositioningCategory design
Selected coverage
Featured inThe DrumCampaign
Media reaction
On specificity
“If your closest competitor could put their name to your messaging without anyone noticing, it isn't a narrative — it's wallpaper. A claim narrow enough to be wrong is a claim memorable enough to be repeated.”
Isaac Goldring · Director of Client, Finance, Profile
Reviewed 21 May 2026 · Available for comment
On positioning
“Authority doesn't come from saying more. It comes from owning a narrower, sharper territory than anyone else is willing to claim.”
Isaac Goldring · Director of Client, Finance, Profile
Reviewed 28 Apr 2026 · Available for comment
Most asked
What makes B2B messaging distinctive rather than interchangeable?
Specificity. If a competitor could put their name to your messaging without anyone noticing, it isn't a narrative — it's wallpaper. The strongest positioning claims a narrow, defensible territory only one firm can credibly own.
How do you know a narrative is working?
When other people — buyers, journalists, employees — repeat it back to you in their own words. Repetition by others is the truest test of a narrative's strength.
Should positioning sit with the person or the brand?
Both, but the person leads. Buyers and journalists trust named experts over brands, so the sharpest narratives are voiced by an individual and linked back to the firm.
Contact for media
Reach Isaac directly for comment, background or an interview — on deadline or ahead of one.
Prefer email? hello@welcometoprofile.com