My father did little when it came to marketing (he mostly sold office buildings), but one of his few lessons about it was that one should never advertise their

My father did little when it came to marketing (he mostly sold office buildings), but one of his few lessons about it was that one should never advertise their product as "exclusive". If something really is exclusive, people will start using that description all by themselves - your product will be in demand but have a very limited and controlled supply. If it's not, advertising it as "exclusive" just sounds cheap. I find this similar to the use of the title CEO in start-ups. If you advertise that as your title, there is no reason you're doing that other than vanity. If there's one of you, you're not the CEO - you're just the guy doing things. If there's three of you, then you're just one of the guys who makes decisions. If there's twenty of you, you have a proper corporate governance structure, and all you do is manage and plan, then maybe call yourself a CEO. If you're really concerned about your title between the sizes of three and twenty employees, you're worried about the wrong thing. If you really need one for some reason, call yourself Founder (if you founded the company) or President (if you have the ultimate decision-making power and preside over decisions). If you don't do either of those things, put the words "Senior" or "Director of" in front of what you actually do and speak like you've got some authority.