What does it actually take to build a brand that stands out — not just visually, but in a way that feels undeniably true to who you are?
That's the question at the heart of this conversation. Influex CEO Dmitriy Kozlov (ForWordCEO ) and Creative Director Tariq Amawi joined Armando for a discussion that beyond the surface of branding — into the philosophy, the frameworks, and the cultural shifts reshaping how entrepreneurs think about their identity, their mission, and their message.
The conversation ends with both Dmitriy and Tariq performing original spoken word poetry live on the show.
The Shift from Making Money to Making Meaning
One of the most resonant moments in the episode comes when Dmitriy names something that many successful entrepreneurs feel but rarely say out loud:
“Culturally and consciously we're experiencing a shift from making money to making meaning. If the money isn't in service to the mission of why you were born here in this life, then it suddenly feels unsatisfying and unfulfilling.”
This isn't a conversation about abandoning ambition. It's about aligning it. The brands that are winning right now are the ones that have connected the revenue to the reason — and made that connection visible.
Main Character Energy
The conversation opens with a concept that cuts right to the heart of personal branding: Main Character Energy.
“Who would you be, how would you be represented, how would you be presented to the world if you were in your fully embodied, next-level version of you? And then having that as a visual language and a written language that you can now step into and claim.”
A brand, in this framing, is not just a marketing tool. It's a declaration. It's the visual and written expression of who you are at your fullest — built so you can step into it and grow into it.
The 3 E's of Branding
Every Iconic Brand Influex builds moves through three phases: Essence Extraction, Essence Expression, and Expert Execution.
Essence Extraction is the deep discovery process — understanding not just what a client does, but who they are at their core. Essence Expression is where that understanding becomes design, copy, and visual language. Expert Execution is the infrastructure that makes it all function at a world-class level.
“When you see one of our websites, it's more than just ‘oh this is a functional or high-converting or great marketing site' — it really expresses the soul essence of the person or the company and the team behind the website.”
“Right now we're actually in a whole journey of accelerating our company with AI while keeping the human touch. We call it AI squared — Artistic Innovation times Artificial Intelligence equals accelerated Influex.”
On the question of whether AI is overrated or underrated, Dmitriy's answer is both:
“Overrated in what it can do — in what people think it can do to replace humans without human creativity and human vision.”
AI doesn't replace the artist. It amplifies the art.
The Spoken Word
The episode closes with both Dmitriy and Tariq performing original spoken word poetry — a reminder that at Influex, the art and the business have never been separate.
Tariq's poem speaks directly to the entrepreneur who has been living inside someone else's structure:
“Abandon any mandatory cabin. Grow sensory. Step out. Stop the rations. The uniform fashions. Fascists attacking your passions. Don't emulate. Formulate. Create. Inspire and make.”
Dmitriy's poem — a channeling of Steve Jobs' 2005 Stanford commencement speech — ends with a line that says everything:
“You've got nothing to lose. And nothing to prove. So just do what you love. And love what you do. And have fun at it too. Trust in your music. Fuck your excuses. Stay hungry. Stay foolish.”
About the Guests
Dmitriy Kozlov aka ForWordCEO is the CEO and Chief Expression Officer of Influex, and a spoken word artist. He founded Influex on the belief that your greatest influence, impact, and income come through the fullest expression of your essence. Influex has built Iconic Brands and World-Class Websites for hundreds of entrepreneurs, thought leaders, and industry icons.
Tariq Amawi is the Creative Director of Influex and a multi-talented artist. His design philosophy is rooted in the conviction that a brand is the bridge between who you are and who you serve — and that building that bridge requires depth, intention, and authenticity at every level.
What Armando Had to Say
“We had a fantastic conversation with Dmitriy Kozlov and Tariq Amawi on our podcast and were genuinely impressed by their energy, expertise, and vision. They brought a great mix of creativity and business insight to the discussion, and it was clear they're passionate about building meaningful strategies that deliver real results. We appreciated how approachable, knowledgeable, and engaging they both were throughout the entire conversation.” — Armando
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