PHILOSOPHY
Human strategy first. AI as the multiplier. Food and beverage as the proving ground.
Everything I publish sits on seven pillars. That stack is how I think about marketing, and it's why the feed looks the way it does.
Why I work this way
The internet is packing full of copy that sounds sharp and says nothing. Most of it is generated, recycled, or built for the algorithm instead of a person. I don't think the fix is to dodge AI. I think you put a human point of view in front of it and make the tool earn its keep.
I spent thirteen years building a beverage brand. What wins is craving, shelf presence, ritual, and real people choosing you again. Not slogans. Those lessons travel well past food and bev, and they sit under everything I share.
Strategy is the part AI can't do for you. Production is the part it can make ten times faster. Know the difference and you win.
The seven pillars
Every post, report, and framework I put out falls under one of these.
01 MOST OF WHAT I PUBLISH
Daily Trend Intelligence
What's moving in marketing and culture today, and what it actually means for you. I lead with the fact most people miss, say why it matters, and show where brands are getting it wrong. The full read lives in the Daily Trends Report.
02 MY DEEPEST EXPERTISE
Human Strategy Frameworks
Practical, timeless strategy AI can't replace. I call out the lazy tactics that became default (often because a machine suggested them) and swap them for specific, numbered frameworks you can use in your next planning session.
03 THE HUMAN SIDE
Food and Beverage Life and Philosophy
Thirteen years of kitchens, tastings, markets, and tables taught me most of what I know about business. A server's pitch, a crowded shelf, or a farmers market stall can land a marketing truth faster than any deck. This is where I share those moments.
04 AI AS A PRODUCTION TOOL
AI and Tools Education
How I use AI to amplify strategy, not replace it. I show the actual workflows, the mistakes I see most often, and the human filter everything runs through before it ships.
05 EARNED GROUND
Food and Beverage CPG Social Strategy
In food and bev, craving, shelf presence, and culture decide who wins. Most brands waste the feed on lifestyle shots that could sell anything. I focus on what moves product: the crave shot, ritual and occasion, founder and origin proof, and the retail tie-in that drives velocity.
06 BEYOND THE FEED
Food and Beverage Brand Building
The strategy I'd hand a food and bev leadership team: positioning, launches, distribution, and community. Participation beats aspiration. Real occasions beat hero shots. Trial and sampling are proof. And the brands that last build an access ladder that turns first-time tasters into regulars.
07 THE CRAFT OF THE SHOT
Content Creation Craft
AI image and video generation, photography, lighting, and editing: the hands-on work of making content that performs, for any brand. Pillar four is strategy. This one is the shot itself, with the exact techniques, settings, and tools behind it.
Start with the Daily Trend Report
If this way of thinking fits how you want to market, the Daily Trends Report is the easiest place to start. It's what's moving today and what to do about it, every day.