Welcome to The Pattern Brief!
Hey, I'm Ish.
Between Minds is me and Janice Chow, a brand studio for early-stage founders who refuse to sound generated.
Here's what we keep seeing: AI made it free to sound competent, so every startup does. Agents. Copilots. Faster, smarter, AI-powered. When everyone sounds the same, investors, customers and great hires stop being able to tell you apart.
The Pattern Brief is where I write about why some brands stick and others blur together. Expect:
• The patterns behind brands people actually remember
• What's moving in culture, and what it means for your brand
• Notes from building Between Minds and SHŌ, our bodycare brand, in public
• Small fixes you can make this week
Want to see where you stand? Take the 2-minute Standout Scorecard. Ready to talk? Grab 20 minutes with me.
Glad you're here,
Ish
