> When we finally shifted the way we presented things from “we are a business with 7 divisions” to “this is me and I’m the expert” he got much better results.

That's a nice list! Can you go into more detail about the tip above and what happened?

I'm undecided what to do here when e.g. I'm launching a paid app that's just me behind it. I think for a book though, it feels obvious that when you're selling a book or a course, you should really be pushing that you're behind it and you're the expert. Similar for consultancy/freelancing.