What I believe
Doing more stopped being the edge.
Artificial intelligence made producing nearly free: ads, copy, variations, whole campaigns. And what’s free sets no one apart. The edge moved elsewhere —to deciding well and answering for the result. This is what I believe about how marketing is done today.
When producing is free, what counts is knowing what deserves to be produced —and standing behind what happens next.
Five convictions
What I believe about marketing today
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The bottleneck moved.
For years, the edge was producing more: more ads, more content, more channels. AI made that nearly free, and free sets no one apart. Today the bottleneck isn’t executing, it’s deciding what deserves to be executed. That’s where a number is won or lost.
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AI amplifies judgement; it doesn’t replace it.
A machine tries a thousand versions in the time you think of one. What it can’t tell is which one matters for your business. Artificial intelligence multiplies what you decide —the good and the bad alike— so direction has to stay human. I use it as a lever; the judgement is mine.
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Few clients isn’t scarcity: it’s physics.
Judgement doesn’t spread without thinning. Serving many is splitting attention, and attention is exactly what separates a campaign that looks fine from one that changes the account. I choose few so I can go all in on each. Focus isn’t a luxury; it’s the condition for this to work.
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Billing by the hour bends the incentive.
The agency model profits by billing activity: more hours, more retainer, whether or not it moves your result. I prefer the opposite. Part of my fee is earned when your numbers go up, so my interest and yours point to the same place. If you don’t grow, I feel it too.
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Someone has to answer for it.
Not a diffuse team or an activity report: a specific person who decides, executes and answers for what happens. When there’s a name behind it, decisions get made differently —with more care and fewer alibis. That name is mine.
From belief to work
This isn’t a stance. It’s how I work.
Each of these ideas has a concrete way of showing up day to day: few clients, shared goals and part of my fee tied to your results. You’ll see it clearly in the model. And if that sounds like how you want people to work with you, let’s talk.