Branding

You wrote the post. You read it back before publishing, and somewhere in the middle there was a line that felt like too much. Too pointed, or too obvious, or too close to picking a fight with the way everyone else in your industry does it. So you cut it. Then you published the rest, […]

I spent three years sitting outside the offices of two top-producing loan officers, listening. How they opened with a nervous first-time buyer versus a seasoned investor. What they reached for when a deal fell apart. The story they told at an open house that they would never tell at a builder meeting. Then I wrote […]

My friend’s daughter Frankie, who is five, spent two years afraid of the water, which is inconvenient when you live in Newport Beach. This summer she went to surf camp anyway. She got in, she got on the board, and she stood up for the first time. Her dad had a microphone with him, because […]

Most professionals who struggle with personal branding are working in the wrong sequence. They start with the tools — the content calendar, the AI, the posting schedule — and then wonder why nothing they publish sounds like them. The foundation never got built. And you cannot run a content system on top of a foundation […]

Last fall, I lost most of my ChatGPT account in a glitch during an upgrade. Two and a half years of chat history. Custom GPTs I’d spent weeks building. Client context I’d fed it conversation by conversation over hundreds of sessions. Lead magnets. Ghost-written content for clients across multiple industries. Gone, or close enough to […]

This summer she went to surf camp anyway. She got in, she got on the board, and she stood up for the first time. Her dad had a microphone with him, because he is that kind of dad, so when she came out of the water he interviewed her on the sand about the whole […]