“We remember when doing something worthwhile meant making a move, taking a stand and living, learning, fighting toward a dream.”
This quote from Danny Rosin captures the mindset that every business leader – whether running a small business, startup or midsize organization – needs to embrace. Rosin’s journey is a story of resilience, innovation and daring to be different.
His path to building Brand Fuel, a branded merchandise agency that thrives on bold strategies, wasn’t the typical rise to success. This was a recurring theme during his speech at the SAS Small and Midsize Business Summit. His journey started as a kid, with pranks and a wild heart that didn’t fit the mold of a traditional entrepreneur.
“I took my troublemaking ways and turned them into something productive,” Rosin said.
The story of his journey shows us that success often comes from the most unexpected places. In it, there are lessons that every business leader can apply to their own story.
1. Embrace resilience as your superpower
One of my biggest takeaways from Rosin’s speech was how he transformed his “troublemaking” into an asset. Instead of shying away from his mischievous past, he used it to fuel his creativity and build something unique.
When Rosin was told he might not graduate due to too many demerits, he didn’t quit. Instead, he formed the Happy Club. What initially began as a fake club for him and his friends to join a parade became a service organization that ultimately was the defining moment of his life. The lessons from that chapter paved the way for him to lead one of the top branded merchandising agencies in the world.
Rosin’s journey teaches us that resilience isn’t passive; it’s active adaptation. It's the grit to keep pushing forward and the creativity to pivot when necessary. For business leaders, this means finding new ways to turn obstacles into innovation. Maybe that roadblock is just a detour leading to an unexpected breakthrough.
For small and midsize business leaders, resilience is everything. Whether navigating a difficult market, managing a team with limited resources or trying to make a mark in a crowded space, resilience can set a business apart.
2. Differentiation through bold choices is important
A powerful lesson Rosin shared is that ordinary efforts bring ordinary results. Brand Fuel wasn’t built to be another run-of-the-mill merchandise company. Instead, it’s centered on delivering bold, memorable experiences.
“Being just like everyone else means you’ll get lost in the noise,” Rosin said.
This mindset also led to Brand Fuel’s achievement of Certified B Corporation status, a designation that recognizes businesses balancing profit with social and environmental responsibility. "This certification is extremely hard to get," Rosin explained, "but it shows we’re committed to taking care of our employees, responsibly sourcing products, and investing in our communities."
It wasn’t easy. In fact, it was a 10-year journey of trial and error. "Ten years ago, we applied and failed. Our supply chain was cloudy, and we didn’t know exactly where things were coming from or how they were made. So, we worked hard, rebuilt our company around it, and eventually earned the certification," Rosin said.
Brand Fuel stands among 2,000 certified companies worldwide, aligned with globally respected brands.
Small and midsize businesses often fight harder to stand out, especially against larger competitors. The lesson here? Don’t play it safe. Leaders who make those bold choices are the ones who sometimes rise above the noise. Don't be afraid to zig when everyone else zags, whether it’s in a marketing strategy, customer experience or product development.
3. Build experiences, not just products or services
Customers crave more than just a product or a service in today's market. They want an experience – something they’ll remember. Rosin and his team understand this deeply. They focus on creating emotional connections with their clients, transforming something as simple as a promotional item into an unforgettable moment. Brand Fuel is a business that embodies that mantra, specializing in more than just branded merchandise – they craft unforgettable experiences.
Here’s a perfect example: Rosin says a client approached Brand Fuel, asking for wooden plaques to honor their "Marketing Rockstar of the Month." Now, a plaque is nice, but does it really capture the excitement of being the best marketer? Rosin’s team didn’t think so. Rather than just say yes and make the sale, they challenged the client’s request. “We’re not here to waste your money,” they explained because they believed their client deserved more than just a generic award.
Instead, they came up with a Fender Stratocaster guitar – fully customized to recognize the recipient's hard work. Now, every month, the winning marketer proudly shows off their guitar on Instagram, creating buzz and excitement that a wooden plaque never could.
This is a critical takeaway for business leaders. The goal should never just be to sell but to offer experiences that leave a lasting impression.
Think about how the business can provide customers and employees with more than the bare minimum. Find ways to connect with all stakeholders emotionally. Create experiences they’ll remember and talk about long after the transaction. That’s how customers become lifelong advocates.
4. Leverage partnerships and collaboration
Rosin’s success is also tied to his ability to collaborate. Reciprocity Road, a business for which Brand Fuel is a founding member, is a roughly US$300 million distributor-supplier partnership among a dozen entrepreneurs like Rosin.
The partnership is a testament to the power of collective strength. Through another business venture, his charitable concert organization Band Together, he’s raised over $13 million for nonprofits, showing that partnership philanthropy can create a real, sustainable impact.
“Partnership philanthropy showed us that we could do more good faster and with greater reach,” Rosin said.
For business leaders, partnerships can be a game-changer. Collaborating with other businesses or aligning with causes that matter to an audience can amplify reach and impact. It’s not always about going at it alone – strategic partnerships can open doors to new opportunities and help the business scale more efficiently.
5. Stay grounded in your mission and values
Despite his success, Rosin hasn’t lost sight of the values that drive him. His journey from rebellious beginnings to philanthropic entrepreneur is deeply rooted in purpose.
“We remember being young and daring, and because we remember, we haven’t yet grown all the way up,” Rosin said.
Rosin’s ability to keep his sense of wonder and purpose alive is part of what makes his business so impactful.
This is a vital reminder for all business leaders. As the business grows and scales, stay true to the mission that got it all started. The core values should remain a guiding light, even when figuring out new challenges or entering new markets. Rosin wisely noted, “Making something great, something that lasts, starts with the warm spark of emotion.” That spark comes from staying grounded in your purpose and using it to inspire everything you do.
Success isn’t a one-way street
Rosin’s story shows that success isn’t about following a set formula. Sometimes, it’s about resilience, boldness and creating something that truly matters. Whether leading a small business, running a startup or managing a midsize company, these lessons can inspire many to push beyond the ordinary and build a business worth remembering.
