Eve of Disruption — Marketing to What’s Next

Photo by Priyank Pathak on Unsplash

I sat across from a retail industry expert with decades of experience, a sharp mind, and a network most people would trade careers for.

And he was leaving money on the table. Quietly. Consistently.

Not because he lacked expertise. Because the way he was presenting himself to the world was built for a market that had already moved on. His website hadn't been touched in years. The companies that could have become clients — partners already in his orbit — had no clear line of sight to what he actually offered.

Once we reframed how he was positioned across every channel, those partners became clients. The speaking engagements followed.

Nothing about his expertise changed. Everything about how it was communicated did.

The customer you built your marketing around in 2023 is not the same customer in the room today. Most companies are still having the 2023 conversation.

Read the full piece → Eve of Disruption — Marketing to What’s Next