Stand The F*ck Out: The No-Nonsense Guide to Positioning Your Business, Finding Your People, and Building a Durable Brand

by Louis Grenier

MOST MARKETING ADVICE IS VAGUE, SHADY, AND BORING AS HELL.
This book is your no-nonsense, step-by-step guide to stand the f*ck out—without the BS.

"...honest, actionable, and entertaining..."—Sam Conniff
"A refreshing twist of French directness your business can't live without."—Lucy Werner
"Actionable advice you can actually use, right away."—Jocelyn Brady

How do you stand the f*ck out, like, for real? Louis Grenier became obsessed with finding this answer. Everyone explains that standing out is critical and yet… he could not find any practical guidance.

Not in business books, podcast interviews, or marketing courses. It pissed him off… Like being told to draw an owl without ever having seen one.

Stand The F*ck Out is the guide Louis wished he had when he started his career as a naive “digital marketing enthusiast,” or when he burned through $20k in savings launching his first agency, or when he nearly got sacked from his dream job at a bootstrapped tech start-up.

Over the last 15 years, Louis worked at scrappy, growing, and corporate companies to become an expert in positioning. Along the way, he interviewed la crème de la crème of marketing on his podcast, Everyone Hates Marketers (with over 2 million downloads).

And after three years, input from 70 marketers, and over 5,000 comments and reactions, this book has been ripped apart and refined into exactly what works.

Unlike most positioning, branding, and lead generation advice, Stand The F*ck Out is actionable, simple, and even fun. Louis’ methodology takes you through four clear, easy-to-follow

Insight Foraging to uncover what actually drives your customers.
Unique Positioning to give people a damn good reason to choose you.
Distinctive Brand to make a lasting impact they won’t forget.
Continuous Reach to keep the right people coming back and bring new ones in.

You’ll find practical exercises and real examples from every kind of business—big, small, B2C, B2B, and personal brands—immediately making it easy to use.

Alright, that's all you need to know for now...

Ready to stand the f*ck out?

Great, I'll see you inside.

Genres: Business, Nonfiction

316 pages, Hardcover

Published January 31, 2025

About the author

Louis Grenier is a recovering Frenchman, failed agency owner, father, husband, contrarian, marketer, and founder of Stand The F*ck Out (STFO).

Reviews

[Alex RIZAL · Rating 5 out of 5]

This is honestly, truly one of THE BEST marketing books ever written! When I bought the book, I forgot that there would be a shipping charge because of physical copy (I read everything on my iPad) and I was so pissed, my plan was to scam him by claiming the refund guarantee. After reading it, Louis cleared so much of my thinking around differentiation and I helped me so much to understand why I had failed in the past, that I couldn’t find a single reason to ask for my money back.
I ended up sending him an email thanking him for this book lol.

The book was beyond expectation, he better drop another one, a detailed expansion on the SPICE section would be awesome.

[Conor McAleavey · Rating 5 out of 5]

A brilliant marketing book for SaaS marketers, solopreneurs or anyone struggling with the positioning of their company.

[Shaurya Jain · Rating 5 out of 5]

i read a lot of business books and this is one of the better books out there. It brings together a lot of marketing concepts together. Moreover its very actionable as opposed to some books that are all theory. I will definitely be revisiting this book again and again.

[Reader · Rating 5 out of 5]

I’ve read countless marketing books, and I’m even considering writing my own titled ‘Blend the F*ck In.’ My aim? To create the most mundane marketing book out there—one that sounds just like all the others on my shelf.

But then I picked up *Stand the F*ck Out* by Louis Grenier, and let me tell you, this book is a game changer. It's not here for your typical PowerPoints and polite brainstorming sessions. Instead, it boldly declares: “Be bold, be brilliant, and stop being beige!” This book doesn’t just offer advice; it bursts in, shouts its message in multiple languages, takes your croissant, and leaves you hungry for more.

After reading it, I might still be a bland marketer, but at least I now own a marketing book that stands out! Highly recommend for anyone ready to shake things up in their marketing approach!

[Paulo Raimundo · Rating 5 out of 5]

Grateful
I'm grateful for such good stuff with no fluff, it's inspiring and straight to the point with examples that make it clear. Top.

[Carl · Rating 5 out of 5]

When was the last time you scrolled linkedIn and thought "I am not good enough, the business guru's have more luck than me/ they are better than me" or "The marketing companies obviously hire the best staff, I will never be that".
So you take these people's advice on board, you implemented many "bro" marketing techniques and then... watch them crumble, blaming yourself and looking for new techniques by scrolling on linkedIn starting the cycle all over again.

That was how I felt before I stumbled upon Louis Grenier podcast "everybody hates marketers". After bingeing the refreshing realism and no BS of his marketing approach, alongside his myriad of amazing guests, I signed up to his mailing list and followed his progress as he shared insights and tidbits of work that culminated into this book.

This isn't a "one-stop, fixall, life hack" marketing guide. It is real, honest, actionable methodology backed by incredible analogies and real life examples that I have gone on to implement in my own marketing job, and for the first time it worked. Was this just a fluke?

Then it worked again.

and again.

and for the first time in a long-time I became confident in someone offering advice.

This book genuinely sifts the poisonous mushrooms from the beautiful porcini mushrooms of information by providing thousands of pounds/dollars and hours worth actionable marketing advise.

I haven't advised marketeers or marketing guides since being burned so many times, so believe me when I say that if you are sick of all the BS out there, this book is for you.

And if you are not sick of the ill-advised, illogical, insufferable content. I would advise this anyway because it is only a matter of time before you are.

5 stars through and through.

[Andreas Johansson · Rating 5 out of 5]

If you have ever heard Louis Grenier's podcast or read his thoughts on places like LinkedIn, this book won't surprise you a bit – but having said that, it undoubtedly stands the f*ck out.

I was fortunate to hear Louis speak at this year's Marketing Meetup Conference in London. Apart from an intro about his battle with cancer that had me and the entire room visibly shaken, he managed to pack tons of smartness into a mere 20 minutes.

Now, imagine what he can do in a whole book. Yes, and he does just that. Unlike the constant overdose of know-it-alls on the interwebs and overpriced conferences, he delivers spot-on advice, thoughts, and step-by-step solutions that truly help your brand.

If you have read too many books or listened to too many speakers, where you usually feel: what was that, I feel robbed? If you have grown tired of thought leaders without a single unique thought. If you don't believe in the snake oil merchants out there and seek someone who serves a proper potion that gives you more superpowers.

Then, this is the kind of book that will renew your love for marketing. Yes, I know that Louis Grenier's podcast was named "Everyone hates Marketers", but if more people read his book and act accordingly, more people would love us marketers and what we do.

If you have been in the game for decades, this is an incredible checklist, a needed reminder, and a refreshing take on everything you do. If you are new to it, this is the perfect route to giving you and your brand a huge advantage.

But don't waste any more time on this review. Buy the book - and help your brand stand the f*ck out.

[Hannah Szabo · Rating 5 out of 5]

It was so good, I even read the footnotes! I already expected Stand the F*ck Out to be ace because I’ve been following Louis for a while now and know he’s legit. But he smashed my expectations in the best way possible with this book.

He walks you through—step-by-step and with the most vivid, real-life examples—how to build a brand that means business. Louis takes something as amorphous as “brand strategy” and bakes it directly into a clear, implementable action plan that you can immediately use in your business. (It would be impossible to find a book more implementable than this one.)

The coolest part for me was the story within the strategy. In addition to learning A+ strategy, you’ll see how real, stand-the-f*ck-out brands are built as you page through the chapters. I finished the book in one weekend because I was eager to know how the stand-the-f*ck-out brand examples came together in the end. 11/10. I’ll probably read it again.

P.S. Louis keeps it real, too. He never promises you’ll sell millions of dollars worth of products like the scammy bro marketers do. He says things like, “Doing this will make people more likely to buy from you…”

Fun fact: I learned what a “bummock” is from Louis' book.

[Manoosh · Rating 5 out of 5]

If you're the type that starts reading a book, puts it down, walks away and doesn't panic over if they have bookmarked "that thing" they just read or not, Louis's book is not for you.

But if you need a f*cking amazing and practical handbook that you go back to every now and then, then this is exactly what you're looking for.

I started listening to Louis podcast "Everyone hates marketers" years ago, which helped me learn (and put into practice) so freaking much on my job - I am a marketing, oh sorry "business development" manager.

So yeah, I kept following his progress on his book and I can confidently say that it's one of the most practical and "no-bullshit" marketing books I have read. Every chapter makes me stop for a moment and think about my own experience and how I can use the book to improve it .

Thank you, Louis, so many times I have read something by you that made me go, "ah there it is, there's the confirmation I needed from somebody who knows this shit so well."

Keep standing the f*ck out!

[Adriana Tica · Rating 5 out of 5]

Reviewing Louis Grenier's book felt like a daunting chore.

You see, I was happy when he first asked me to be a beta reader but he sent the draft at the worst possible time. I had had a horribly busy week and I was drained — I really really really really didn't want to do it.

To my surprise, I read it in a single sitting. I didn't budge for 5 bloody hours! Took notes and everything.

I was expecting it to be a good book but it was WAY more than that.

"Stand the F*ck Out" is hands-down the best marketing book I've read in the past 5 years or so. And that includes some titles from BIG names.

Unlike most marketing books out there, this is a crisscross between an instruction manual and inspirational advice from a friend.

You'll have to try really hard to fail if you apply his framework.

[Gab Bujold · Rating 5 out of 5]

Amazing marketing book for the bullshit-allergic folks

Marketing is broad—I've been in it for 8+ years. The issue with that is that it's creating a lot of bullshit and fallacies, with folks trying to sell you on FOMO or telling you the golden method that will make you rich( it won't) Louis was able to go back to the basics of marketing and focus on what actually differentiating (and standing the f*ck out) and getting a ton of clear and actionable examples from real clients. Even if I consider myself kinda an expert, I found myself learning a lot of new things, with ways that I can explain it to my clients that aren't at this level. Must read, whether you know marketing or not, but dodge at all costs if you don't want to put in the work or don't believe in researching your customers.

[Rob · Rating 5 out of 5]

I've put off writing this review because I'm lazy and didn't want to articulate my feelings. Plus I'm not someone who leaves reviews - ever.

But STFO has had such an impact on me and my business this year, I kinda felt like I was doing Louis (and future readers) a disservice, so here we are.

In short, STFO has helped me reposition my business, niche down, and actually enjoy work again. I've learned more about marketing (and how to stand the f*ck out) from this €12 book than I've done from 5k masterminds.

I'm on my second read-through and going through each chapter like a course. But, like anything, you'll only see the benefit if you actually apply what Louis teaches. So don't be a douche and approach this with a quick fix mindset.

Read, re-read, and apply - you and your business will be in a better place 6 months from now.

[Valentin · Rating 5 out of 5]

As someone borderline obsessed with startups, customer research, and jobs-to-be-done, I can't say this book taught me a ton of new things about customer research itself (blame my obsession, not the book!).

But what it did teach me is about got ot market strategy and that learning can be ridiculously fun.

Louis Grenier is an amazing storyteller—he hooks you in and keeps you flipping pages.

What I loved most? This book doesn’t just inform; it urges you to take action. It lights a fire under you to ditch boring, cookie-cutter marketing and actually shake up your market.

I totally recommend it to anyone feeling stuck in the monotony of "business as usual."

It’s like a ray of light saying, “Hey, marketing can be exciting again!"

[Mr M · Rating 5 out of 5]

Ooh la la! I've been following Louis for a long time on LinkedIn, and have always enjoyed his refreshingly honest and BS-free approach to marketing.

I've tried to use some of his methods in the past, but it's finally all clicked into place with this book.

He explains the methodology clearly and makes it all actionable. He's honest about the amount of work needed, and gives good, relatable examples that aren't just the typical Apple/Tesla/Amazon/IKEA ones you get in every other marketing book.

[Tom · Rating 5 out of 5]

STFO has a glorious lack of the standard, bro-like pretence that everyone is “just one funnel” away from marketing dominance. I enjoy LG’s podcast and share his general outlook and I was looking forward this book — but it smashed my expectations out of the park. It is chock-full of the detailed, actionable steps, tips and insights you’d expect from someone who has spent the best part of a decade asking the world’s best marketers a bunch of awkward questions. If you’re trying to sell something — and who isn’t — then you should read this book.

[Dave Smithbury · Rating 5 out of 5]

Louis' book is just too hard to get through.

I'm currently trying to read it on a train but on practically every page I'm having to put it down and make notes because it's giving me too many ideas. 52 pages in and I'm getting nowhere, I was hoping to get it read today but there's no chance.

F you Louis and your inspirational, no nonsense words.

(It's truly brilliant, I'll be getting copies for my team)

[Emilie De · Rating 5 out of 5]

Fabulous!
Simple, concise and genuine. I loooooove it. I even made a visual tool for myself with all the concepts and data organization Louis suggested. Now, I am having fun trying to identify the ignored struggles of the small businesses in my neighborhood that have undoubted successes. So much fun. And for the first time, I am excited to use a framework to analyze my data and to affirm « I will narrow down my segment of customers. » I am not scared! Isn’t it amazing?

[Ben Budd · Rating 5 out of 5]

The kick up the a*se you need.

This book is fantastic. It's a brilliant exploration of how to market and sell in the digital age, touching on the psychology of buying decisions, finding the right customers, and of course - Standing the F*ck out. Having just finished my first read through, I'm about to read through again putting everything into practice. My tip to readers - subscribe to Louis's emails. It's a great way to see how he puts the methodology into practice.

[Peter P. · Rating 4 out of 5]

There's a goldmine of info in this strange little book. I alternated between hating the persistent use of the F-word to the point of overkill, and wanting to stay with it despite that ongoing irritation because of mostly solid content. And, yes, I knew that was the title before buying it and should have anticipated a heaping dose throughout the text, but I bought it despite the title because I'd heard the author on the Nudge podcast and liked what he had to say.

[Diann Wingert · Rating 5 out of 5]

Spot-on marketing strategy with a side of sass

When you're a micro-business, it's not realistic to set your sights on being better than the competition. What you can strive for is being different and infusing your personality and perspective into your messaging. From the title and cover art to the stories he shares, this sweary Frenchman knows how to stand the f*ck out from start to finish.

[Alexandra Murphy · Rating 5 out of 5]

A few chapters in now and it’s already the best marketing book I’ve ever read. The stuff I had to wade through years ago doing a CIM qualification was dreadful. Urgh, just the worst. And this is is v. much not like that at all. Might even feel better about the ‘marketing’ in my job title – which I’ve been lobbying to drop so it’s just communications 😃
Thank you Louis and The Marketing Meetup.

[German Motuz · Rating 5 out of 5]

STFO is one of the coolest marketing books I've read. Now I understand not just WHAT needs to be done to conduct audience research properly, but also HOW to do it and then implement it into advertising. Before this, I took several courses on marketing, copywriting, and audience research. But the puzzle finally clicked in my head only after reading this book.

[Reader · Rating 5 out of 5]

My favourite marketing book for the past few years! Why? It’s incredibly practical, easy to follow step-by-step and also has a bit of humour thrown in for fun.

It also shifted my perspective on a few marketing “truths” I’ve held onto for a long time. I’m sure this new insight will make me a better marketer.

Thanks Louis!

[Tim Kist · Rating 5 out of 5]

If the title doesn't make you open the book, then this book is not for you. Once you open it and work your way through you will learn how to make yourself be different in a very positive way. Louis uses real life experiences, humour, and excellent advice that he has cultivated over years of study and application to help you build your own outstanding position in your market.

[Matt McClain · Rating 5 out of 5]

This book is packed with excellent positioning frameworks that are invaluable for any marketing team. The models are practical and reusable- definitely a resource I'll turn to time and time again. A+ work, Louis!

[Jessica Lackey · Rating 5 out of 5]

As action-oriented as you would expect. This book is exactly what I thought it would be: very practical, no-BS, and insightful about what it *really* means to do marketing. Glad I bought it in all of the formats.

[Flogerta · Rating 5 out of 5]

I'm currently reading it and it's one of the best books I have ever read. But I'll have to wait until the end to give a more detailed review.

Until now, I'm just like Joe Pulizzi. For real though, f*ck you Louis!

[Paul Gadie · Rating 5 out of 5]

Investing in STFO!
There's Lean, there's ROI, and now STFO. Buy it, read it, inwardly digest it, practice it, then prepare to STFO!

[Reader · Rating 5 out of 5]

This is a must read for any marketer. The way Louis lay out non nonsense frameworks you can actually implement in day 1 - is something that rarely exist in marketing books. READ IT

[Vaclav Chmelensky · Rating 5 out of 5]

Actionable, fun and no bullshit. Delivers exactly what it promises! Great book for everyone who is looking to get new angles and know-how in the field of marketing.