You hired the agency, you paid the retainer and four months in, you were reading LinkedIn drafts that sounded like every other loan officer in the country. Dang, that sucks. So, you fired them and haven’t touched marketing since. That’s a pattern I see often lately. One bad experience, sometimes two, and then a year […]

For six years, I sat outside the offices of top producing loan officers and eavesdropped like my job depended upon it, because it truly did. I listened to how they opened a call with a nervous first time buyer versus a seasoned investor; to the phrases they reached for when a deal was falling apart; […]

I need to confess something before we talk about beige marketing. I love beige. Not in a casual, “oh that’s a nice neutral” kind of way. In a committed, borderline evangelical way that has caused real problems for the people around me. My wardrobe is two colors: black and beige. My house was recently repainted […]

I built an app and it changed everything I thought I knew about AI brand strategy. Four words I never imagined I’d ever say because I am not an engineer and I do not write code for a living. I am a brand strategist who has spent the last three years living inside AI tools, […]

There’s a version of ideal client work that lives in a Google Doc and never does anything. You write the demographics and name her Sarah. She’s 38, owns a small business, and shops at Anthropologie. Box checked, now you can move on. Meanwhile, you keep taking calls with people who drain you and accepting clients […]

If you’ve tried Claude and walked away thinking “I don’t really see the hype,” I have news for you. You weren’t using Claude. You were typing into a chatbox. Claude is not a chatbot. Claude is a team. And you, the human in the loop, are the CEO of that team. Most people miss this […]