Marketing & Sales Philosophy
What makes us different? Honestly, we're not sure. Rather than trying to explain how we're different, we’d rather share what we believe in.
Brand Building
At its core, brand building is about people. We all want to belong to something. Most of us don’t need half the things we own. We buy them because we connect with what they represent, or with the people behind them.
Working across different companies within the same industry taught me something important: many products are more similar than we like to admit. Designs change, materials evolve, but what truly separates brands is how their audience relates to them. I might choose Dickies over Vans, or Volcom over something else, not necessarily because one product is better, but because of the brand’s values, beliefs, and the way it shows up in the world.
That’s where authenticity comes in.
If a brand or a person is pretending to be something they’re not, the market will feel it. You might get away with it for a while, but eventually it shows, and once that trust is broken, it’s incredibly hard to earn back. Skateboarding taught me this early on. It’s okay to not be something yet but it’s never okay to pretend. Nobody respects a poser.
To me, great brand building is about creating lifelong believers. That’s not easy. It takes consistency, clarity, and a real commitment to who you are and who you’re for. But when it works, there’s nothing quite like it.
That’s why brands like Nike, Porsche, and Apple continue to lead. Not just because of what they make, but because of what they make people feel… belonging, confidence, ambition, and excitement.
That’s the work I care about.
Consumer Connection
We live in a challenging moment in human history. Technology is advancing faster than most of us can keep up with. AI, automation, platforms, and data are changing how brands operate—and understanding how to use these tools is no longer optional. They’re powerful, and when used well, they can create real efficiency and scale.
But none of that replaces human connection.
True consumer connection goes beyond social media, apps, and digital touchpoints. Those channels matter, but they’re only part of the picture. Real connection also happens in physical spaces—through in-person experiences, events, conversations, and moments that allow people to engage with a brand in a more meaningful way. Digital can reach many; human connection builds trust.
Authenticity plays a critical role here. With more information than ever at their fingertips, consumers are incredibly good at spotting when a brand is pretending. If the story doesn’t match the behavior, the audience will notice—and they won’t hesitate to call it out. Once that happens, the damage to credibility can be immediate and long-lasting.
That’s why connecting with consumers today requires honesty, consistency, and self-awareness. Brands need to know who they are, who they’re speaking to, and why they belong in that conversation. When that alignment is real, technology becomes an amplifier—not a disguise.
The goal isn’t just to be seen or heard. It’s to be believed.
Sales Strategy
No two territories are the same. Needs, behaviors, and objectives shift by brand, product, and market, which is why I don’t believe in copy-and-paste sales strategies. Effective sales require context, awareness, and adaptation.
I’ve been learning how to ride dirt bikes, and the lesson carries over perfectly. Every track is different, the layout changes, the dirt behaves differently, and the level of competition varies. To ride well, you have to read the environment and adjust. Sales works the same way. The better you adapt to the terrain, the better the results.
My sales experience is rooted in placing the right product in the right channel. I believe brands can grow and scale without losing their identity or core principles. It’s not easy, but it’s absolutely possible.
When I begin shaping a sales strategy, I typically break the market into three groups: the core, the participants, and the aspirationals. This framework helps me understand the true size of the opportunity and who the brand needs to connect with to reach its goals.
Using skateboarding as an example (though this applies across industries):
The core are the die-hard participants. These are the people who live the culture every day, their routines, friendships, and identity revolve around it. Earning their trust is essential. That trust comes from authenticity: showing up in the right places, working with the retailers they believe in, and making sure every touchpoint represents the brand at the highest level.
The participants are engaged, but not exclusively. They use the product, but they also move between other activities and brands. In skateboarding, they might also ride bikes, surf, play basketball, or exist across multiple scenes. Their shopping behavior is broader, and this is where meaningful growth begins. Reaching this group often means working with larger retailers and channels that can meet demand at scale. They connect with the culture, but they’re open to more options.
The aspirational segment is the largest of the three. These consumers don’t necessarily participate directly, but they admire the core and want access to that world. They may not understand every technical detail, but they understand what the brand stands for. This is where real scale happens.
All three groups and their respective retailers, need to coexist. Scaling too quickly can alienate the core, which is why they require a different level of care and attention. The core authenticates the brand for everyone else. Revenue generated from aspirational channels should help fund marketing, storytelling, and community support at the core level.
Every brand has different goals, timelines, and definitions of success. There are many ways to reach the same destination. Some companies prioritize broad distribution early; others prefer to grow slowly with a tight group of partners. My belief is simple: protect the brand and its image first, while staying open to growth and scale.
Healthy, long-term growth starts by taking care of the core, then expanding consistently and intentionally. Not necessarily fast but solid. A strong foundation is what allows a brand to grow taller.
