I've done this before. For businesses that look a lot like yours.

How do you sell conviction in something invisible?

A highly credited spinal surgeon saw the flaws in the conventional healthcare system he was a part of and wanted to leave it. He started a longevity supplement company. A premium product grounded in decades of clinical experience. The problem: results take 15 to 20 years to feel because it's aging prevention. How do you sell something like that? You can't A/B test a decade. The positioning work was about engineering belief in something the buyer won't feel working for years.

Don't bury decades of expertise like hidden treasure without a map.

The only replacement window company in America that designs, manufactures, and installs their own windows, all with their own employees, did not clearly communicate this on their website. 25 years of business built entirely on word-of-mouth and being visible from a highway. More reviews than any competitor in the state. But their website was actively working against them.

Product information was buried in downloadable PDFs full of manufacturer jargon that meant nothing to a homeowner. The website didn't rank on Google. And the buying process still required a salesperson to visit your home before you could get a price.

We simplified the entire journey to three navigation options. Turned daunting spec PDFs into 60-second product specialist videos. We designed a frictionless system for a customer to get a quote within three clicks, with zero human interaction until they were ready.

A room without windows is just a prison.

Changing the way people perceive the value of windows in their home measured a 38% increase in revenue for a business that relied on 25 years of word-of-mouth, because they were finally able to rank on the first page of Google and convey the value of their product through a new pane of glass.

A doctor leading the way in treating a specialized neurological disorder had no way to convey it.

His patients have invisible illnesses. Conditions where the symptom presentation is the name of the diagnosis. But the symptoms aren't the actual problem. The mechanism underneath is. He has to re-educate a population that believes their condition is incurable, because conventional medicine only measures and treats the symptoms, never the root cause.

We had to begin with the impossible task of meeting patients with the language they're used to and gently guiding them to the right information that would allow them to reclaim their lives.

We reimagined the website by prioritizing how a patient absorbs new information, not what we wanted to tell them first. Social media, a YouTube channel, weekly live streams, condition-specific spin-off pages with dedicated content talking about how to get better. And because there's so much to learn, we built an email course system to guide patients through the dense material one step at a time.

We even built a brain fog friendly version of the website, accessible through a small popup in the lower right corner, the same way you might see an email signup appear. So patients who feel too overwhelmed by the information can be offered a simplified path through it. This kind of thinking, putting the patient first in every detail, is why a month's worth of new patient inquiries now comes in a week.

Zero to 1 million subscribers
in one year.

A father-son duo rode the TikTok pandemic boom into 800,000 followers making cocktail videos. Every video followed the same format: the son asks the dad to make a drink with a random ingredient. Charming, amusing, and completely confined to one platform with no strategy for what comes next.

We were one of the first creators on the planet to successfully make the TikTok-to-YouTube transition. Cross-posting content across multiple social media platforms seems like an obvious move today. At the time, it was a radical strategy I had to actively convince my clients to try. Back then, the best practices perceived each piece of content had to be siloed to one platform. We blew up the Facebook. We blew up the Instagram. And then we built the YouTube long-form presence into a sustained audience that the Shorts kept feeding.

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