The “R” Word
It's been on my mind for months.
The word rebrand has been sitting in the back of my mind for months.
It’s also the reason I haven’t published much lately.
I wasn’t trying to disappear. I was trying to get honest.
Honest about what I wanted this publication to become.
Honest about what I wanted to write.
Honest about the kind of impact I wanted to have on the people who spend their valuable time reading my work.
For years I’ve talked about one simple idea.
Get 1% better.
One percent doesn’t sound like much, but compounded over time, it changes everything. That’s always been my philosophy.
The question I kept asking myself was...
How do I help people become that 1% better?
Not just as guitar players.
As people.
For the past two years I chased just about everything.
New ideas.
Marketing strategies.
Growth hacks.
Algorithms.
Branding advice.
I looked everywhere except the one place I should have started…myself.
That journey led me to create a podcast episode about mindset and what I learned while trying to figure out who I really am as a creator.
One thing became crystal clear.
I’m not building another casual guitar publication.
I’m building something that matters.
Something readers can rely on.
Something they can grow with.
That realization also forced me to ask another difficult question.
Was I building my own voice...or borrowing everyone else’s?
When I was a attending military school, our motto was:
Growth With Honor.
I’ve carried those three words with me my entire life.
They still guide how I make decisions today.
If I’m going to ask people to trust me, then I owe them something original.
Not recycled ideas.
Not borrowed messaging.
Not someone else’s personality.
Mine.
That realization also made me question the name of my publication.
Lundinke has meant a lot to me. As a matter of fact I got it Trademarked.
The name comes from my Norwegian family name, Lundin, combined with “ke,” inspired by the musical key and the sound of a note.
It has personal meaning.
It honors my family.
My father and my grandfather were both musicians, so there will always be a piece of them in everything I create.
But then I asked myself an uncomfortable question.
If you had never met me before...what in the world is Lundinke?
The answer?
Not much.
It doesn’t tell you I’m talking about guitar.
It doesn’t tell you I’m writing about creativity, business, lifestyle, or personal growth.
It doesn’t invite the guitarist who’s searching for exactly those things.
If I want to reach guitarists, I should probably put the word guitar in the name.
Seems obvious now.
Then came the second half.
Momo.
Honestly...
I don’t even know exactly where it came from.
But the more I researched it, the more I liked it.
In Japanese folklore, momo, the peach, represents longevity and renewal.
In finance, MOMO is shorthand for momentum.
Around the world it’s a playful, familiar word that brings people together through food and culture.
Momentum.
Growth.
Community.
Those are ideas I can get behind.
So...
Guitar + Momo = GuitarMomo.
A name that immediately tells people who this publication is for while leaving plenty of room to explore everything that surrounds being a guitarist.
Because GuitarMomo isn’t just about learning songs.
It’s about building a life around music.
Practice.
Lifestyle.
Business.
Community.
Growth.
That’s what you’ll find here.
Not because someone else said those were good content pillars.
Because they reflect the life I’ve lived.
My career in finance taught me discipline.
Music taught me creativity.
Leadership taught me service.
Life taught me resilience.
Now I get to combine all of those into one publication.
So yes...
This is a rebrand.
But it’s also much more than that.
It’s finally becoming comfortable enough to build something that sounds like me instead of trying to sound like everyone else.
My promise is simple.
I’ll show up consistently.
I’ll write honestly.
I’ll challenge you to grow.
I’ll give you practical ideas you can actually use.
We’ll become better musicians.
Better professionals.
Better leaders.
Better people.
One percent at a time.
Welcome to GuitarMomo.
Let’s build something worth remembering.