The Before You Build It audiobook is officially live in the Companion Classroom. If you’d rather listen than read, you can now hear the complete book in my own voice, the way I intended it to be heard. You can stream the audiobook directly from the BYBI Companion + Audiobook classroom, or download the complete MP3 and take it with you. Listen in the car. On a walk. At the gym. Between meetings. Wherever you have a little time to think about what you're building and why. And because it lives inside the Companion Classroom, when something catches your attention, you can go deeper with the videos, exercises, and supporting material already waiting for you. Before You Build It was always meant to be more than a book. Now you can take it with you. 🎧 Head over to the BYBI Companion + Audiobook classroom and start listening.

I spent nearly a year marketing to an audience I thought I understood. Then I dug into the data and discovered the people I had been explicitly targeting represented barely 10% of the audience I should have been talking to. That was an expensive lesson in missed opportunity. In today’s Strategist’s Workshop, Season 2 Episode 9, I talk about what happened when I changed the message, why data and intelligence are two very different things, and why even good data can lead you to the wrong conclusion if you don’t understand the context behind it. I also get into AI, market research, a lesson I learned analyzing international trade data, and why one of the most valuable questions you can ask yourself is: “How do I know?” The replay is ready now, and I’ve included the complete slide deck from today’s Workshop at the bottom of the page. If you missed it live, go check it out. Maybe I can save you the year I lost. #TheStrategistsWorkshop #TheFoundationFactor #BeforeYouBuildIt #MarketingStrategy #SkoolCommunity

Today’s Strategist’s Workshop was a good one. We tackled a question every serious business owner should eventually ask: Do I understand my own value clearly enough to communicate it simply? From AI and research to the Fire Triangle, websites, commerce, growth, analytics, and intelligence, we followed what happens when you put clarity first and let technology serve the strategy instead of determining it. We also worked through this week’s Builder’s Challenge and a Premortem question worth spending some time with. The full replay is now available for Premium members inside The Strategist’s Workshop classroom. If you’re a Free member, you can upgrade to Premium to unlock this episode, the complete Workshop replay archive, Before You Build It, the Companion Classroom, and the growing Foundation Factor resources. And remember, The Strategist’s Workshop is free to attend live every Tuesday at 1 PM Pacific. See you next Tuesday. You can do this. Build. Grow. Own.

Quick scheduling update for this week: The Strategist’s Workshop will be LIVE this Tuesday at 4:00 PM PDT instead of our regular 1:00 PM time. Next week, we return to our normal Tuesday at 1:00 PM PDT schedule. This week we’re going to dig into something I’ve been working on heavily behind the scenes: Can you explain what your business does in one sentence that makes the right person want to hear the next sentence? I’ve been putting my own GoGo Marketing sales process under the microscope, working through the Big Claim, discovery, diagnosis, presentation, objections, and what it really takes to communicate value with confidence. There’s a much bigger business and marketing lesson in that work, and that’s what we’re going to unpack together Tuesday. 📅 Tuesday, August 25 ⏰ 4:00 PM PDT, this week only 🎟️ Live workshop is FREE for the entire community Premium members will have access to the replay afterward. See you Tuesday. You can do this. Build. Grow. Own.

Today we started with a simple question from a client: “What’s the difference between an impression and a click?” That question took us somewhere much bigger. We talked about what marketing metrics actually tell us, what they don’t tell us, and why a strategist has to look beyond the dashboard and ask the most important question: Why? I also introduced the premortem, a decision-making exercise you can use before committing time and money to an idea, and showed you the larger process I’m developing around it: Premortem → Verdict → Rebuild → Adversary → Tripwires We even brought back the Fire Triangle and locked in the framework: • Fuel = Goal • Heat = Customer • Oxygen = Offer • Fire = Sales Premium members can watch the complete replay now. If you’re a Free member, upgrade to Premium to unlock today’s workshop, every previous replay, the Companion Classroom, Before You Build It, and the growing Foundation Factor curriculum. And remember, you can always join us LIVE every Tuesday at 1 PM Pacific for free. You can do this. Build. Grow. Own.