Running a business iceberg image

Everyone loves the idea of being a business owner: freedom, travel, and fancy lunches. But this iceberg image nails the truth — most of the work happens below the surface where no one’s watching.

The Real Marketing Lesson

Great marketing works just like this iceberg. Customers see your polished brand and shiny offers, but the grind, strategy, and sleepless nights behind it are invisible. The “beneath the surface” stuff builds the credibility that makes the surface look effortless.

Why It Works

• Contrast grabs attention instantly
• Visual storytelling simplifies complexity
• Relatable pain points make content shareable
• Elicits empathy — emotions drive engagement

Examples

• Buffer’s blog shares transparent revenue reports
• Patagonia shows the messy environmental work behind products
• Tovala’s founder updates customers on failures as much as wins