It's not what you say. It’s what you do.
I do things the right way because that’s the only way that works.
The Path of Least Resistance? Never Took It.
Some people follow the plan. They do what’s expected. Play it safe. Climb the corporate ladder one rung at a time.
I didn’t.
I walked away from the easy route—college, the nine-to-five, the slow crawl toward “success”—and chose the uncertain, unforgiving path of entrepreneurship. I wanted to figure things out for myself. I wanted to understand how business actually worked, not just how people said it worked. That meant a lot of failures. A lot of trial and error. A lot of lessons learned the hard way.
I’ve had opportunities to take shortcuts. I’ve had people wave money in my face and ask me to look the other way. A CBD company once came to me with a six-figure budget, needing everything from branding to advertising. They had the money, but they didn’t have the belief. Their founder didn’t even stand behind his own product. I walked away. Because if I don’t believe in something, I won’t sell it.
Some take it easy. I prefer the hustle.
I push back. On clients. On partners. On the status quo. Clients love to tell me what they think they’re supposed to say, but I listen for what they actually mean. I challenge ideas when they don’t make sense. I tell people when they’re making the wrong move. I don’t care about the easiest route—I care about the right one.
I don’t cut corners. AI tools, shortcuts, trendy templates—there’s always an easy way. But easy doesn’t mean right. I’d rather do it the long way and make something that actually feels human. Something that connects with real people, not just algorithms.
What I believe in
Relentless Clarity
I cut through the fluff. If a message doesn’t say anything, I make it mean something. I challenge assumptions, simplify the complex, and make sure every brand I work with is undeniably clear.
Earned Confidence
I don’t fake expertise. If I don’t know something, I admit it—and then I figure it out. Confidence isn’t about knowing everything. It’s about being willing to do the work.
Thought Over Trend
Most agencies chase whatever’s hot. I don’t. I focus on time-tested fundamentals—the kind of thinking that outlasts trends and builds brands that actually last.
Uncomfortable Honesty
I tell clients what they need to hear, not what they want to hear. I don’t sugarcoat. I don’t play along. If an idea won’t work, I say it.
High Standards, No Excuses
Most people settle for good enough. I don’t. The work I put into the world has to hold up, and if that means doing things the hard way, so be it.
Depth Over Volume
More isn’t better. Better is better. I take on fewer clients so I can go deeper, think harder, and build things that actually move the needle.
Their way vs. my way
This industry is full of shortcuts. AI-generated content, templated brand strategies, rinse-and-repeat marketing playbooks. Agencies and freelancers are all chasing the same thing—faster work, higher volume, more money. The easiest path to the finish line.
They sell businesses the idea that they can buy their way to success. That hiring an agency is the missing piece. That the right website, logo, or campaign will fix everything. But that’s not how it works.
A business has to be strong first. A brand has to be worth highlighting. Marketing only works if there’s something real behind it. No amount of branding, strategy, or marketing can save a business that isn’t already doing something well. But agencies don’t tell people that.
What most people do
- Cut corners with AI, templates, and automation.
- Sell businesses on the idea that an agency alone will make them successful.
- Chase volume and churn out projects with no depth.
What I do
- Take the time to actually think through the right solution.
- Make sure a business is strong before amplifying it with branding and marketing.
- Work with a few great clients a year, not as many as I can handle.