Category: Business (Page 1 of 23)

The Strategist’s Dilemma: When Even Google Says “Just Let Us Run It”

July 27, 2025 / Andy / 0 Comments

Early in my career, I was a tactician. Email campaigns, SEO, SEM, building landing pages, hacking together A/B tests. Whatever the job needed, I’d figure it out.

Then I got older. Took on bigger roles. Strategy became my thing. I got an MBA, which basically teaches you how to never do real work again. Just make PowerPoints and use fancy terms like “ubiquitous” and “leveraging synergies.” Just kidding. Kind of.

Then I taught at UW. Strategy-heavy, theory-driven. But not much time for learning how to troubleshoot a broken Meta ad pixel or chase down why TikTok didn’t like the file format you uploaded.

Fast-forward to a recent client gig. A small, scrappy brand with big potential. I figured with AI at my side, I could go back to being a full-stack marketer. The headlines promised that AI was like hiring a 12-person team. All I had to do was show up and prompt. Well, that’s what I thought would happen…

To be fair, some of it worked. AI helped me:

Learn the market faster than any onboarding doc ever could
Code landing pages I wouldn’t have touched otherwise
Test language, generate image prompts, draft copy

But some things were harder than I expected. Not because of AI. Because of me.

I wasn’t great at managing $500 social ad budgets with a bunch of audience segments. I’d get excited, generate new copy, then forget which ones were running. I’d have four tools open at once and three dashboards with zero clear answers.

And the real challenge? AI made me want to move too fast. It gave me confidence, not always clarity. I overlooked the years of work the brand had already done. I thought, “Let’s just rebuild it.” Because I could. But just because you can doesn’t mean you should.

Not only that, but with all the worry about tactics, I forgot about building an actual strategy. Sure I was fixing things, but why? Why was I spending the time on these ad images and audiences a la carte? Where was the the overall gameplan, which is the thing I’m actually really good at?

And then came the pressure. I’d read stories of brands handing over their entire budget to Meta’s Performance Max or Advantage+ campaigns and watching sales jump 300 percent. Google says the same. Just let the algorithm run it. Trust the machine.

But then the experts, the real paid media folks, all say the opposite. You should never blindly hand over your budget. You need control. You need constraints. You need human judgment layered over the models.

So which is it?

That’s the strategist’s dilemma. You’re smart enough to see the big picture. But now you’re supposed to run the machine, too. You’re supposed to click every box, track every metric, and learn new rules every week. It’s not that you can’t. It’s that if you’re not careful, you’ll burn your whole day trying to beat an algorithm that’s already 10 moves ahead.

And yet… you also can’t sit back. This isn’t a time for marketers to lean only on decks and plans. You have to try things. Publish things. Watch what works. Learn what doesn’t.

Especially if you’re working with a brand built on authenticity. You can’t just let the machine write your voice. You have to start with something human. Something true. Then let AI accelerate, not replace.

That’s what I’d do differently next time. Not give up the strategy. Not fake the tactics. But respect both. Use AI as the intern, not the architect. Build the plan myself, then use the tools to get further, faster, without losing the voice or the vision.

Because in the end, it’s not about chasing trends or automating everything. It’s about making sure the brand stays true, the work gets done, and the results actually matter.

Imagery for Focus

January 24, 2025 / Andy

Research in psychology and psychiatry suggests that certain types of images or visual stimuli can help individuals improve focus and reduce distractions. These images often leverage principles of attention regulation, mindfulness, and environmental design. Here are a few scientifically-backed approaches:

1. Nature Scenes

Why it works: Studies show that exposure to nature or even viewing images of natural environments can restore attention and reduce mental fatigue. This is based on the concept of Attention Restoration Theory (ART), which suggests that natural environments engage our attention in a gentle, involuntary way, allowing the directed attention system to rest.
Example Images: Forests, flowing water, mountains, and greenery.
Best Use: Displaying posters, screensavers, or paintings with calming natural scenes.

2. Abstract Art with Low Complexity

Why it works: Complex or cluttered images can overstimulate individuals with ADHD, while simple, abstract designs or patterns can create a calming effect and reduce distractions.
Example Images: Geometric patterns, smooth color gradients, or minimalist art with soft tones.
Best Use: Use as background art in workspaces or as phone wallpapers.

3. Mandala Patterns

Why it works: Mandalas and other symmetrical designs can promote mindfulness and focus through their repetitive and orderly structure. Some ADHD therapies include coloring mandalas to improve focus and reduce hyperactivity.
Best Use: Use as interactive exercises (e.g., coloring apps) or as visual elements for meditation breaks.

4. Images with Blue and Green Hues

Why it works: Blue and green are associated with calmness and focus. Research has shown that these colors can help regulate mood and improve attention span.
Example Images: Ocean waves, clear skies, green fields.
Best Use: Backgrounds for work environments or calming breaks.

5. Goal-Oriented Visuals

Why it works: Visuals that represent goals, steps of a task, or progress can help individuals with ADHD stay task-oriented. Seeing a visual roadmap of their objectives can reduce the cognitive load and prevent distractions.
Example Images: Infographics, step-by-step diagrams, or progress trackers.
Best Use: Incorporate into task planning or to-do lists.

6. Soft Animated Visuals

Why it works: Slow, non-distracting animations (like a gentle ocean wave or a flame flickering) can serve as a grounding point for focus. These animations are particularly useful for reducing anxiety and helping individuals stay engaged without overstimulation.
Best Use: Display on digital devices or monitors as a background focus tool.

7. Visual Reminders of Break Spaces

Why it works: Seeing a calming visual associated with a planned break (e.g., a peaceful garden or quiet reading corner) can create a mental cue for focused work until the break arrives.
Example Images: Personalized images of a favorite relaxation spot or a digital timer with an image of the break area.
Best Use: Use as desktop backgrounds or on task management tools.

Does LinkedIn Still Belong in 2025 Marketing Budgets?

December 15, 2024 / Andy

As companies (like my clients) finalize their 2025 marketing strategies, many are asking whether LinkedIn still warrants a dedicated line in the budget. Once a critical space for B2B visibility and thought leadership, the platform now faces new competition, rising costs, and declining returns for some sectors. Plus, it seems like hardly anyone actually works there.

It seems like for every reason to keep it, there’s an equally valid one for abandoning it.

Engagement Is Still Strong—But Flattening

For B2B marketers, LinkedIn has historically been unmatched in terms of audience intent. But engagement metrics suggest the platform may be nearing a plateau. According to LinkedIn’s own Benchmark Report, click-through rates on thought leadership posts declined year over year:

2023: 0.55%
2024: 0.49%

Meanwhile, a June 2024 Socialinsider study found carousel posts remained the most engaging format, especially for professional services firms. Short videos, once seen as a growth area, now underperform outside of HR or recruitment content.

The Cost Equation Is Shifting

Advertising on LinkedIn remains expensive—often prohibitively so for performance marketers. Wordstream’s Q3 2024 report shows stark differences in average CPM:

LinkedIn: $38.12
Meta (Facebook/Instagram): $14.74
TikTok: $8.91

For campaigns focused on lead generation or direct conversions, the ROI may be difficult to justify compared to cheaper alternatives.

When LinkedIn Still Delivers

Despite those challenges, LinkedIn still drives value for certain brands—particularly those with high-ticket offerings or a professional audience. Sectors continuing to see returns include:

SaaS and enterprise software
Management consulting
HR technology and recruiting firms
Financial services
Executive coaching and leadership training

These industries benefit from the trust and credibility that LinkedIn still holds with decision-makers.

For Consumer Brands, Less Justifiable

For lifestyle or direct-to-consumer brands, LinkedIn rarely makes sense. The professional context limits emotional storytelling, and users are less receptive to brand content unless it’s tied to employment, entrepreneurship, or career development.

Even brands experimenting with employer branding and culture posts are seeing limited traction unless the content is truly unique or backed by a hiring initiative.

A Tighter, Smarter Approach

LinkedIn isn’t dead, it just isn’t automatic. Marketers should reevaluate its role based on goals, cost, and audience fit. For brands that use it well, the platform can still offer high-quality engagement. For others, 2025 may be the right year to scale back and reinvest in channels with broader reach and better value.

Comparing Parenting a Toddler to Launching a Startup

March 17, 2024 / Andy

Why Businesses Should Be on TikTok Before the Year Ends

December 17, 2023 / Andy

I know you’re going to hate hearing this. I hate writing it. But if your brand still isn’t on TikTok as 2023 wraps up, you may be behind. This isn’t trend-chasing. We have to suck it up and go where attention lives. TikTok is shaping buying decisions across nearly every demographic, not just Gen Z.

1. People Are Spending Serious Time Here

TikTok now has over 1 billion monthly active users, and the average person spends about 95 minutes per day on the app. That’s more screen time than Netflix for some people (Saintnicks). And it’s not background noise. People are watching closely, not just scrolling past.

2. The Algorithm Works in Your Favor

You don’t need a huge follower count. TikTok’s algorithm recommends content based on what people like to watch, not who they follow. That gives smaller brands a legit shot to go big—even from zero. (Wikipedia – TikTok)

3. Low Budget, High Impact

You don’t need fancy gear or a studio. TikTok rewards authenticity. A founder talking to their phone camera can outperform a polished brand ad—if the message hits home (Third Wunder).

4. It’s Already Working for Small Businesses

This isn’t theory. One small brand boosted revenue by 1,650% after going viral on TikTok (Business Insider). TikTok itself reported $24.2 billion in economic activity from small businesses using the platform in 2023 (TikTok Newsroom).

5. TikTok Shop Removes Friction

Launched in September, TikTok Shop lets you sell right inside the app. No redirecting people to your website. No friction. You see it, you click it, you buy it (Wikipedia – TikTok Shop).

6. People Trust What They See

A TikTok study found that 92% of users who took action after watching a video said they did it because the content made them feel something. And 72% said they trust TikTok creators more than traditional ads (TikTok “What’s Next” report).

The Takeaway

TikTok isn’t just silly videos anymore. Used effectively, it can be a source of leads.

2022 Marketing in Review – The world tried to be normal again

January 15, 2023 / Andy

Title: Burnout, Bots, and Brand Trust: The Year Marketing Tried to Be Human Again
Published: January 2023

In 2022, marketing stopped trying to win the internet and started trying to win people back.

After a two-year sprint through pandemic pivots, remote chaos, and digital everything, the mood shifted. Customers were burned out. Teams were burned out. And somewhere in the noise, a quiet message emerged:

“Don’t try to be everywhere. Try to be real.”

It was the year of rebuilding brand trust. Of cutting through automation sludge. Of rethinking the funnel. And for many of us—of remembering why we got into this work in the first place.

Here’s what actually happened.

Consumer Behavior Changed—And Got More Selective

78% of consumers unfollowed brands in 2022 due to “inauthentic” messaging
(Source: Stackla, “Bridging the Gap” Report)
Trust in social ads dropped for the third straight year—down to 43%, with Gen Z showing the sharpest decline
(Source: Edelman Trust Barometer)
Email open rates held steady at 21.5%, but click-throughs declined by 5%
People opened out of habit, not curiosity.
Reviews, UGC, and peer-led content outperformed branded ads in 73% of A/B tests
Trust shifted to real people, not stylized creatives.

We Over-Automated, Then Regretted It

Martech stack bloat peaked: the average mid-sized marketing team used 91 tools
(Source: ChiefMartec 2022)
Chatbots replaced contact forms on 62% of B2C websites—but customer satisfaction dropped by 11%
The human touch was missed more than expected.
AI-generated content became trendy—but conversion rates were 37% lower when used without human editing
You can’t automate authenticity.

What Did Work? Anything That Felt Human

Influencer marketing spend rose 42% year over year
Especially micro-creators (under 100K followers), who delivered better ROI and engagement.
SMS campaigns saw a 35% click-through rate—with 98% open rates
Text isn’t dead. It’s just underused.
Podcast ad revenue jumped to $2 billion, and listener trust remained higher than any digital format
People still like voices more than headlines.
Brands that publicly admitted mistakes saw an 8% brand trust lift
Honesty scaled.

So What Do We Do With This?

The lesson of 2022 wasn’t “be everywhere.” It was:

Be somewhere real. With something worth saying. To people who might actually care.

We learned (again) that automation should support communication—not replace it. That being human still scales when done right. That trust still matters more than targeting.

And that the brands who won last year weren’t louder. They were clearer.

Five Takeaways From 2022

For CMOs, marketing leads, and teams who want to make smarter moves in 2023:

Cut your stack. Most teams don’t need 90 tools.
Edit your AI. Machine content is only as good as the human who sharpens it.
Trust is the new KPI. If your customers don’t believe you, your reach is meaningless.
Get personal again. SMS, podcasts, micro-creators—small formats built real engagement.
Real is rare. That’s why it still works.

An Olympic Sized Irony

July 11, 2021 / Andy

My deep thought of the day.

This is backwards-looking of course. But if the IOC powers-that-be had figured out last year how to test potential Olympic athletes for COVID-19, quarantine them when they got to Tokyo, and accept that they would have to ban all spectators, then a global population stuck at home would have made it the most-watched Olympics ever. Maybe by 25-40%. People would have been arguing on Twitter about archery and synchronized swimming.

But instead, out of safety, the Olympics were postponed a year. And in the summer of 2021, when we can all go outside again and do other things with friends and family, who really wants to sit at home and watch the Olympics? Instead, this could be one of the lower-rated Olympics ever. Tough break for NBC.

Tips for Buying Your Next Seattle Home

June 25, 2021 / Andy

So, let me share some intel you may not know – trying to buy a house in Seattle is terrible right now. I’ve heard about some people losing 7, 8, 9 bids in a row. That’s brutal.

We were not the unfortunate. We went scared into the home-selling process, and got a bid well over asking and about as high as any reasonable person would be willing to pay. So we were happy with what we got, but then we immediately had to take the money we were overpaid, and use it to overpay for another house.

Our first attempt was an absolute dream home. Truly immaculate in every sense of the word. We would have been able to move in, and not touch a thing for 15 years. The problem – just competing for it was sending us out of our budget. We were able to generate a little more capital by selling naming rights to the baby and peddle MyPillows door to door for 12 years, but end the end we still lost to someone with less financial restrictions. If only we’d have bought Bitcoin in 2010!!!!

But, having been on the winning side when we had the supply to sell, and now being on the losing end when we were the people with the demand, we had a pretty good sense on what to do next. So here’s our advice:

I know it sounds obvious, but know your budget. It’s easy to get carried away because, “it’s only xx more dollars after all. If we can spend x, why not 1.25x?”
If you set that cap, then you can go look at the homes at about 75% of your cap and find the best one of that bunch.
At that price point, provided you find something that hits all your parameters, now you are dealing with the fatter wallet than the other people. You can just throw down a Max bid at your Max budget, and you are going to be competitive.
But the other thing you can do is release an obscene amount of earnest money. Long term it really doesn’t matter. The money is leaving your account on Day 2 or Day 21 anyway. But making that gesture shows the buyer you are serious.
And then of course is the financing. Being completely underwritten is as good as having a briefcase full of cash, and in some ways, preferable to sellers who don’t want to have to worry about a call from the FBI in a year and answer questions about where the money came from.
There are some other gimmicks as well. Some people want a long rent-back. Those who want it REALLY want it, so you might as well do it. Also, you can offer little things like paying for moving or giving them access to a storage shed. At some point, convenience becomes a factor to the seller and the few extra dollars you spend to make their life easier can pay off.

Do you have any stories or suggestions?

Well, That Was Unsettling

January 7, 2021 / Andy

I don’t really have anything poignant or eloquent to say about the events of Jan 6, 2020. To be honest, I just feel like I need to write something that I can refer back to in 5, 10 or 20 years.

Just recapping the day in my head seems like I am writing a fictional story.

Congress is meeting for the straight-forward task of counting the electoral votes that were cast by states, validated by Secretaries of State, and signed off on by each Governor.
A sitting President encourages members of his party to invalidate the count.
The same sitting President asks his Vice-President, to invalidate the count.
A rally of supporters from across the country, listen to speeches from among others, the CEO of MyPillow and the disgraced lawyer who got caught in a hotel room with a minor in a Borat movie.
Said President encourages the crowd to march to Capitol Hill and fight for what was right (paraphrasing here).
The crowd goes to the Capitol, stomps around a while, and then attack it.
Said President goes back to the White House.
The crowd breeches the Capitol, and while some people are just caught up in the enthusiasm, others are clearly looking for specific targets.
Capitol Police are forced to shoot someone attempting to climb through a window to get to members of Congress.
Despite a mob attacking the place where the current VP, future VP, and all of Congress is located, the President is not moved to a secure location.
The crowd eventually just turns into a group of idiot spring breakers raiding a hotel, stealing what they can grab and taking selfies.
The crowd eventually leaves, but an officer is dead and 3 other people besides the woman who tried to jump through the window.

This has to be the low point. In a few weeks, we will have real adults running the country again. They won’t be perfect, and some people will hate them, but they will at least be adults.

In some way, my biggest takeaway from these last four years, is that this is how the country would be run if we had no President. It’s like if you were 12 and your parents went away for four years, and yet you survived. When a new relative came to take care of you, think of how much better off you’d end up.

I don’t know what to say. Storming the Capitol is something I never imagined could happen. Now I wonder what unbreakable barrier comes down next.