There’s a massive, albeit mostly invisible, shift underway in the professional creative world. It’s being driven by the relentless pursuit of what some "savvy" investors call "efficiency." Conveniently, that "efficiency" is being helped along by the proliferation of Large Language Models (LLMs), which are recklessly steering brands into the vapid and soulless void of meaninglessness. This technological stampede is utterly unconcerned with the collateral damage being left in its wake. Sound dramatic? Oh, it is—and the long-term ramifications aren’t even on most people’s radar.

I know I'm probably going to hell for disrespecting the overarching and timeless theme of Marty Neumeier's classic brand strategy book, Zag. Before you grab your pitchforks and start frothing at the mouth, allow me to share my thoughts on why (today) being different isn't actually a strategy. And how in our hyper-saturated digital ecosystem of groupthink, echo-chambers, and ideology, identifying and relentlessly appealing to something familiar seems to make more sense. Sometimes.

My unique journey—from the U.S. Marine Corps and Ringling College of Art to running my own agency—taught me that the best creative is built on strategic discipline, not just raw talent. The critical question is: Can this leader transform a finite budget into an industry breakthrough? I bring the relentless, strategic discipline forged in the Marine Corps, cutting through chaos to deliver tangible ROI.

Every business owner knows its cutthroat out there — competition is relentless, and margins are thin. You do everything you can to stay relevant — everything except committing to a truly ownable creative & marketing strategy. In fact, rather than deciding on a unique brand voice, messaging hierarchy, and visual guideline, brands often cave to the two most dangerous words in marketing: "Trending Now."

When it comes to marketing, every business wishes they could just set it and forget it. While it may have worked once upon a time, I can tell you with certainty…it ain’t gonna work these days.

Your competition is watching, and your customer base—they’re a savvy bunch who expect an authentic, evolving experience they can actually connect with.