113: The Future of Brand Storytelling: Ron Tite on Aligning What You Think, Do, and Say

In Part 2 of his conversation with Dwayne Kerrigan, creative powerhouse Ron Tite dives deep into the execution side of belief-driven business. Ron breaks down how great companies find alignment with what they think, do, and say - and why most fail when they overthink, overreact, or chase the next shiny thing.

This episode explores how to balance creativity with discipline, lead with integrity, and build brands that truly earn trust. Ron’s frameworks and real-world examples (from Dell to Wealthsimple) will reshape how you think about growth, culture, and storytelling in your own business and career.

Highlights:

00:00 – Your brand isn’t just a color palette

04:15 – Balancing structure with innovation

10:40 – Aligning through recruiting, training, and compensation

13:15 – The short-term trap of chasing sales and ignoring foundations

16:00 – Ron shares a personal story that reframes purpose and perspective

22:00 – Breaking down what makes a great brand

28:15 – The Dell origin story and how storytelling drives strategy and culture

32:40 – Applying the Think. Do. Say. formula to everyday decision making

35:00 – Identifying and removing your own barriers through honest self-reflection

Key Takeaways:

1. Your Brand Isn’t Just An Aesthetic - True brands align their belief, behavior, and communication - not just colors and logos.
2. Balance Creativity with Consistency - You need both the “concept car” for innovation and the “assembly line” for profit.
3. Culture Must Reflect Belief - If you believe in collaboration or honesty, it has to exist inside your organization too.
4. Tell Future Stories - Vision isn’t a statement, it’s a story of where you’re going and how you’ll get there.
5. Face the Hard Truths - Leaders must ask the obvious questions and own their barriers to growth.

Quotes:

“ A great brand has a core purpose, a fundamental belief that's behind it.” - Ron Tite

“ If you're all concept car, and all ideas, and all innovation, you go bankrupt. If you're all execution, you're all assembly line, you become irrelevant.” - Ron Tite 

“Advertising is really just a tax on people who don’t have a great product.” - Ron Tite

“I’ve seen so many business owners torpedo their business because they wanted something new and flashier.” - Dwayne Kerrigan

Resources Mentioned:

• Everyone’s An Artist - Or At Least They Should Be - by Ron Tite
• Think Do Say - by Ron Tite
• The Purpose of Purpose - by Ron Tite
• Case Studies: Wealthsimple, Dell Computers, Church+State Agency

Ron Tite is an entrepreneur, speaker, and best-selling author. He has been a creative director for some of the world’s most respected brands including Air France, DoorDash, Evian, Google, Intel, Microsoft, and Volvo. He’s the founder and chief strategy officer of Church+State, co-founder of advertising holding company Group 219, and an investor/ advisor to Wavy, the culture OS for distributed teams. He’s the best-selling author of 3 books: Everyone’s An Artist - Or At Least They Should Be (HarperCollins, 2016), Think Do Say (Page Two, 2019), and The Purpose of Purpose (Page Two, 2025).

Links:

Website: https://rontite.com/

Facebook: https://www.facebook.com/profile.php?id=61574805686652 

TikTok: https://www.tiktok.com/@rontite

Instagram: https://www.instagram.com/rontite 

LinkedIn: