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Six Reflections from the Camino de Santiago (And What They Are Teaching Me About Lifedge)
Two weeks ago I walked a portion of the Camino de Santiago through northern Spain with my brothers-in-law and my closest friend from Costa Rica. Nine days. Vineyards. Mountain terrain. Ninety-five degrees on the hottest afternoons. One day I covered close to eighteen...
Pricing Transparency: Pros, Cons, and the Case for Yes
This week I had two conversations that made me think harder about pricing transparency than I have in years. Both were with clients I respect. These clients are both smart, principled business owners who told me, in different ways, that they were not going to show...
Every Business Needs an AI Policy. Here’s How We Built Ours.
A client asked me a question earlier this year that I wasn't ready for. We were sitting in a strategy meeting talking about content, and out of nowhere she said, "So what's our AI policy?" I gave her a good answer. But I remember thinking afterwards that I didn't have...
Q4 Marketing Planning Starts in August, Not October: The Six-Week Runway Most Businesses Miss
Every year, right around mid-October, we get a wave of the same phone call from businesses that waited too long to start Q4 marketing planning. It sounds something like this. "Hey, we want to run some holiday ads. Can you put something together this week?" Or, "Our...
Stop Chasing New Customers Until You Fix These Three Quiet Holes in Your Funnel
Every business owner I talk to wants the same thing. More customers. The instinct is almost always the same too. Run more ads. Try a new platform. Hire a new agency. Build a new funnel. Chase more leads. But after fifteen years of doing this work, I have noticed...
5 Reasons Photography Pays Off for Your Business
When business owners think about marketing, photography is often one of the last things on the list. Websites, social media, advertising, and email campaigns tend to get most of the attention. Yet the images used throughout those efforts often determine the first...
If Your Website Speaks to Everyone, It’s Speaking to No One
Imagine you are hosting a dinner party. A close friend walks in, and you greet them with a hug and an inside joke. Your boss arrives next, and you shake their hand and offer them a drink. Then your kid’s teacher shows up, and you make introductions, mention how the...
The Night the Underdog Got Called Up — And What 9 Years of Quiet Work Actually Looks Like
A few nights ago, I sat at a round table in a hotel ballroom in Grand Rapids with my wife and my team, looking at a program with five names listed under "Hispanic Business of the Year." Ours was one of them. This is the story of the work that got us there. I think it...
Storytelling in Marketing: The Cure for Content Overload in an AI-Driven World
AI is changing how content is created in a very real way. It’s faster, more efficient, and more accessible than anything we’ve seen before. Anyone can generate blog posts, captions, emails, or ideas in seconds. But as content becomes easier to produce, something else...