The one who asks the questions everyone else is afraid to ask.
Diaboliq was founded on a simple observation: most branding advice is either obvious, boring, or both. We do things differently.
I'm Andrew Q Power — former AI researcher, chronic entrepreneur, and someone who's watched one too many promising businesses get erased because no one told them the truth about their positioning.
I started Diaboliq because I got tired of watching good companies die from preventable brand failure. Not because their products were bad. Because no one would remember them long enough to find out.
The name comes from the concept of viewing situations from both angles — the light and the dark. Great strategy does the same. We find the uncomfortable truth, then we make it work for you instead of against you.
Strategy without execution is a memo. Execution without strategy is busywork. I hold the long view while executing the near term — and I hire people who can do the same.
I'm direct by default. I lead with the point, then give context. I don't bury the ask. I don't do corporate warm-up. "I hope this message finds you well" is a disease I refuse to catch.
The brand is the promise. Branding is the evidence. I built Diaboliq to be the kind of partner who tells you what you need to hear, not what you want to hear — and does it without being mean about it.
P&L ownership. Strategic direction. Capital allocation. Key hires. The existential risks that no one else is watching. I protect focus hard — too many priorities are usually worse than a wrong one.
When I'm not working, I'm probably thinking about why the first principles answer is different from the consensus answer.
Start with the free playbook. If you like what you read, we'll talk.