The Change I seek to make

I have endured the downtrodden talking points of divested brands who cannot fathom the modern era and how to approach connection.

These brands have a very nostalgic perspective on what was the hey day when small companies mattered.

Psst! Its never been better to be a small, remarkable brand with a specific community you wish to serve. That is a simple Fact!

What is also a Fact, is that you more than ever have to CARE about giving and listening.

The Market owes no brand anything.

All we can do is Listen Empathetically, Listen more, contribute generously to the community and show up everyday. We build our trust and that matters.

You cannot Spam your way to the embracing of the Tribe….If your pockets are deep enough you sure can try.

So what am I looking to say?

So what am I looking to create change around and for who?

I am absolutely eager to help create change around remarkable, real, invested people/brands and their tribes.

Why Trust me? How can I practice what I preach? Its in the Generosity and Empathy deployed in mega amounts that matters..Sincerity…

I have a dream model…a Purple Cow you might call it….


A League of Remarkable

Here is what I see…

The brand is idenified and a simple offer extended to provide a no strings attached meeting where I provide the following analysis:

  1. Digital Analysis of current campaign(s)/Content and suggested options
  2. Website/SEO review comparing to benchmark category brands
  3. strategic brand analysis from both Sales & Marketing perspectives
  4. Field indépendant analysis and strategy
  5. Design / packaging analysis
  6. Online Landscape/Pricing/Amazon overview

This is presented, openly discussed and if interested in proposed actionable plan can be coordinated OR the brand can accept the analysis, listen and take it away…No Strings

I would like to believe that IF I can exhibit the value present in a impactful manner I would be most considered to do the work..If not I wish them well and hope we all are better for the work and dialogue

Being Remarkable , a Purple Cow after all isn’t a job, its a Privilege….now Go Make a Ruckus!

“If you don’t have anything nice to say…….”

1-0I was raised a gentleman by my grandmother who always ended this statement “Don’t say anything at all”
Her voice filled my mind as I read the topics generously and very intelligently posted. Thats when the lightbulb snapped on because honestly I was over this video and lesson 4xs and at a mental standstill.

God rest her beautiful soul, forgive me grand mom but you were quite possibly wrong. Not at all am I proposing in day to day interactions was she wrong. We should always be empathetic and generous to others we don’t see eye to eye with. I am looking at her words as related towards the marketer.

Lets first look at where it all should always begin- a company, a vision, “Solving a problem within a community”, yes?
ok so lets step by step this one ,
1. We identify a problem we wish to “Position” ourselves to solve ( hopefully in a manner thats needed)

*Before we can start displaying our offerings ( service or product) we cannot take one critical and often overlooked piece for granted- DOES THIS COMMUNITY WE WISH TO SERVE CURRENTLY ACCEPT, AND ACKNOWLEDGE THIS PROBLEM EXISTS?
and if no, We must first invest in the conversations and doing our work to expose the problem exists..and within this we will clearly have the responsibility to create, and sit the tension within the community as we seek to create the change thats needed and hopefully wanted- that, in the delivery of the solution is nestled the TRUST we may if fortunate have the opportunity to earn.

One extra note- I have found that all too often in my world of Performance Supplements the steps above are absolutely followed in successful “Brands” and all too often abandoned after…

they forget one thing that I passionately believe ” That TRUST needs to be re earned EVERYDAY”, how?
by showing up daily,
engaging daily,
going 1 extra daily
and taking Depth over width approach

Everything still ultimately comes down to communication, Trust and Delivering on your word.
That is the same in the corner butcher shop with your neighbor as it is behind a laptop answering the fifth comment under a instagram post- Care because people matter
Market with TRUTH,
Market with deliberate generosity


we can always turn our finger around

Fact: The person you are trying to sell to is probably not the owner

Fact: That person at the receiving end of the RFP or sitting across the table is most likely working his/her decision on answering one of these (2) questions:

  1. Is it cheaper?
  2. (If it is not) What will I tell my boss?

It is a point of serious anguish for Executives, Professionals and Brands that care deeply about what they do and whom they do it for. Whom we seek to serve.

But here is the piece thats always missing


Do we take the time to really feel the perspective of the person we are asking to “Go All In” and take a Risk on us?

We often are so wrapped up in what we deliver, our WHY (Story) and the Razzle Dazzle that we neglect the one thing that would reap enormous benefits to our cause.

In my opinion much of what we see from the Brand perspective and frustrate over is easily understood when viewed with a sense of sincere empathy.

Fact: “Workers” do not seek to make things better, “Workers” seek to FIX things that are broken i.e. Solve a PROBLEM.

It is our job as Marketers to first illustrate a TRUE PROBLEM within the community they serve and Honestly illustrate “Hey I have a solution to that very problem, Take a look”

“People Like US do things like THIS” Seth Godin always applies

Screaming your story loudest isn’t a way to gain advantage

and Yes “With Great POWER comes great responsibility” but you already knew that, we already knew that.

as they say Don’t Hate the Game holds true here, calling our and exposing a problem that honestly exists to generously be the one to solve it is not unethical, quite the contrary

As Brands and Marketers are we letting down big retail and more responsible for declines in some key partners than we wish to admit?


Maybe because we assume too much from them. Maybe we expect them to know the problems? Maybe we expect them to see the community seeking what we provide? maybe we are best to judge ourselves before we judge these big partners? Maybe IF we sit in their seat and look at their monitors we could better deliver for us all?


Why Medicine delivers answers

A doctor writes a prescription

But for that to even occur – the patient “Has a concern or health issue they want to address” 

Next comes the medicine-

On the bottle is 

Doctors Name and information such as NDC #

Patients name and phone number

And very plainly stated instructions 

Also accompanying the prescription is a full disclosure of contraindications i.e. Side effects , overdose, adverse reactions 

Simple and effective 

But why? 

1. Enrollment- “To enlist one Self” occurs when we set the appointment and show up 

2. Compliance – “cooperation or obedience ” is displayed when we take our medicine
So, where am I going with this?

Rather than spell out what I am thinking- let’s start a conversation- what can we do better to

1. Identify the problems in potential clients? 

2. Create a environment in which they eagerly enroll?

3. Attain great compliance?
I hope this sparks some great threads

100 Day Marketing course – pre seminar audit

Below I will paste and edit ( add answers) to my pre seminar audit. 

I will create a Fictitious Consulting group for this Vita Sana consulting, which means healthy life in Italian btw. 

So here goes….

   01: Getting started and finding your neighborhood

What do you make?

– connections / community , a integrity driven consulting team that is immersed in the supplement industry and lifestyle

What’s it called?

-Vita Sana consulting 

How much does it cost?

– it varies by situation , from total brand immersion – sales, strategic branding , marketing execution to ala cart in some situations. 

Who is it for?

– brands with a foundation and opportunity if their story was told. Brands looking to keep their connection and identity while reasonably scaling. 

How do you reach your audience?

– blog, video blog, podcast, tradeshows, strategic relationships 

When you reach them, what’s the offer, the promise?

– the offer- free brand analysis, listening to their vision without interjection 

– the promise-” its Hell Yeah or NO” for our team as well

Do you spend money on marketing? On what? How much?

Yes I believe that using All social platforms as our web/ online website as opposed to traditional websites separates our team. 

Who is the competition?

– freelancers, brokers, marketing part timers, and big firms that lack understanding the end user

How do you compare to the competition (be specific)?

– Hands on. Fingerprints on everything we do. Less is More approach. Practitioners.  

Clearly, you don’t have 100% market share, and just as clearly, the customers of your competition aren’t stupid. Why do they buy from someone other than you?

– one size fits all. They appeal to Ubiquitous approach more perfectly. We look and seek out the small, mid level, remarkable stories that also happen to have a product that’s pretty darn sweet also 

Would your customers miss you if you were gone? How easy is it to replace what you offer?

– yes. Maybe they would not miss us until we were gone If they never experienced a astringent big cookie cutter firm. If they have they would not ever want to let us go 

Do you have specific measures of marketing success? What are they?

Money is a story as Seth says. It’s true. The markers are depth of engagement – never outplacing where we can robustly support and interact, give value and really care. 

What are the demographics of your target market?

– start ups to mid level brands. 500k- 15m annual sales at starting point 

What about the psychographics? What are they like?

– invested and risk taking individuals doing something that believe delivers value 

What else do people who buy what you sell also buy?

-Trust. Credibility. Honesty. Creativity. Originality 

If you could change your offering to make it more appealing, how would you change it?


What would change if you were forced to justify charging twice as much for your product?

-Exclusively represent brands ( one per category) and only brands “All In” with out synergistic program

When someone tells a friend about what you offer, what do they say?

– They Scale passion and integrity 

What problem do you solve for the customer?

– how to compete with limitless spam and corporate funding while growing a culture of remarkableness

What problem do you cause for people who aren’t yet your customers?

– you cannot fake Trust

What’s the risk of using your solution?

– it might not work

Which intermediaries need to be recruited to help you grow? (Retailers, media, etc.). Be specific.

– media groups, podcast shows , industry trusted websites, execs at major retailers and etailers and distribution partners

Make a list of marketing tactics you’ve used to reach new customers.

– group creation and engagement at robust level

-making each transaction personal

– going deep on all social communications 

Make a list of marketing assets that you own (brand, mailing list, distribution arm, etc.)

-brands own assets for social, podcast, editorial, live 

-development of “shared” community which is used to develop brands we partner with

Are you primarily a brand or direct marketer?

Executive marketing strategist. I.e. The brands voice coach

What change are you trying to make in your customers?

– help remarkable products , stories and individuals realize their potential and best avoid pitfalls so they may effectively FIND AND GIVE to their TRIBE

May, let’s go LIVE

I am preparing for a challenge

I’ve been preparing for quite some time actually. In the end I could continue to wait for all the perfect situations to present themselves and ultimately be in the same place next month, next year.

Instead I will jump.

I know and am aware this started as what was to be a ebook with contributions

That is not happening this time around

Nope, this time around you will get ……ME , raw, uncensored and truly working through it.

So I shall set the stage

At 45 years Old and with a lifetime in physical culture the objectives are easily over complicated


Goal-  to validate the fact that with the simplest of means a person can achieve a robust and vibrant level of vitality and a warriors physique

The focus of week 1- Detoxification & Cleansing/ establishing nutritional Ketosis/ intermittent Fasting

initial water fasting period of minimum 2 days to effectively drive detoxification & Cleansing.

Sunday I will begin fasting period: I will weigh in and also take photos which will be done weekly ( on sundays ) to summarize Week prior and set stage for upcoming week.

The key pieces of SIMPLICITY Week 1 –

Fasting and recent findings on its effect on immune function

Fasting/ intermittent fasting and nutritional ketosis

Foods for week 1

Training week 1

The supplement regimen

No Pain , No Gain and why the mind matters
The program will have Friday Facebook live session in which I’ll take questions as well as offer any insights I have stumbled upon.

Initially my thoughts were to keep training simplified and based on a few movements / training at home.

What I have opted to do instead is

True Arthur Jones HIT training protocol




The diet will be a CKD ( cyclic Ketogenic diet) that is based upon Intermittent Keto Fasting with sporadic Carbohydrate feedings as needed

It’s late so tomorrow I will get into programming

Time to get it!

It is Monday May 1 and I am started in the 1 month journey!

First, I will be adding each days journal to this entry and reposting daily. The reasoning is so that I do not have 30 disconnected entries spread across my blog site and so that a raw revision can be completed and a “Users Guide” can be published for anyone who would like to embark on a similar one.

I actually started the Water fasting Saturday April 29th

I ended the initial water Fasting period this evening with the meal below

5 whole organic eggs scrambled cooked with,

3 slices Thick cut Organic Bacon

garlic, Jalepeno pepper, Chopped Organic Kale all cooked in bacon grease

1/2 organic avocado

1 cup black coffee


The food selection this week will be :

Eggs, Organic Brown

Bacon Organic

Kale Organic

Avocado Organic

Raw Almonds Organic

Coconut Oil Organic

Kerigold Butter


Also each day will begin and end with

32 oz filtered water with organic lemon juice


Supplements are kept basic and therapeutic to optimize Detoxification effects

I will be doing a Q&A for anyone interested Today 1:30pm eastern time on facebook

I will cover Training which BTW is NOT falling back to “comfort zone”

30 days Home training, a Kettlebell, Pullup bars, a couple bands and bodyweight

Feeling Energized to Conquer! See you all on Facebook!