top of page

Gair Maxwell - Unpacking the Methodology of How Brands Become Legendary

One of the best ways to differentiate ourselves and our business is to tell a unique story that is memorable and makes us stand out. Gair Maxwell is the author of Big Little Legends: How Everyday Leaders Build Irresistible Brands, a book about flipping brand dynamics to attract customers. He shares real-life stories that helped ordinary brands and leaders create extraordinary results.

Gair is a former broadcaster who had an award-winning radio and television career in Canada. He’s also a history buff who loves legends, myths, and stories. He’s now a brand strategist and keynote speaker. Gair has worked with organizations like Apple Specialist Marketing Group, Caterpillar, NAPA, and Virginia Tech. He’s also shared conference stages with business icons like Richard Branson and Gene Simmons. He’s here today to talk about Big Little Legends and how to create a story that can make your brand legendary.

We unpack how brands become legendary. How did the Mona Lisa become so famous? The painting was stolen from the Louvre. All of the press created the fame this painting holds today. We talk about the story you are going to tell and also the story others will tell about you. Your story doesn’t have to be about yourself. You can also use the seven plots of overcoming the monster, rags to riches, the quest, voyage and return, comedy, tragedy, and rebirth as filters to determine if your idea is a story. This episode will have you thinking about what your legendary story can be.

And be sure to subscribe to The Self-Employed Life in Apple podcasts or follow us on Spotify or wherever you listen to podcasts so you don’t miss an episode.

Everything you need can all be found at

Gair Maxwell thank you so much for being here!

Remember, you might be in business FOR yourself but you are not in business BY yourself.

Be your best self. Be proud and keep changing the world.

Guest Contact

Contact Jeffrey

Valuable complimentary resources to help you-

  • The Self-Employed Business Institute- You know you're really good at what you do. You're talented, you have a skill set. The problem is you're probably in a field where there is no business education. This is common amongst self-employed people! And, there's no business education out there for us! You also know that being self-employed is unique and you need better strategies, coaching, support, and accountability. The Self-Employed Business Institute, a five-month online education is exactly what you need. Check it out!

  • Take The Self-Employed Assessment! Ever feel like you're all over the place? Or frustrated it seems like you have everything you need for your business success but it's somehow not coming together? Take this short quiz to discover the biggest hidden gap that’s keeping you from having a thriving Self-Employed Ecosystem. You’ll find out what part of your business needs attention and you'll also get a few laser-focused insights to help you start closing that gap.

  • Have Your Website Brand Message Reviewed! Is your website speaking the right LINGO of your ideal customers? Having reviewed hundreds of websites, I can tell you 98% of websites are not. Fill out the simple LINGO Review application and I'll take a look at your website. I'll email you a few suggestions to improve your brand message to attract more of your ideal customers. Fill out the application today and let's get your business speaking the right LINGO!

Host Jeffrey Shaw is a Small Business Consultant, Brand Management Consultant, Business Coach for Entrepreneurs, Keynote Speaker, TEDx Speaker and author of LINGO and The Self Employed Life (May 2021). Supporting self-employed business owners with business and personal development strategies they need to create sustainable success.


bottom of page