Principle:  Doing less, deliberately, creates more impact. The Situation Across multiple roles — Jenkins Electric, OutFirst Digital, freelance campaigns — communication volume increased. But increased volume doesn’t guarantee movement. The challenge wasn’t production. It was alignment. The Approach I established a discipline: Every communication must be: Clear in intent Consistent in tone Aligned with brand standards Designed to move the reader toward a next step This meant:

Words don’t decorate strategy. They build it.

Mega IIN Conference Principle:  Attention is not something you chase. It’s something you steward. The Situation At the Institute for Integrative Nutrition, the annual Mega Conference needed broader digital visibility and deeper online engagement. This was before influencer marketing was mainstream. Organic social amplification required strategy, not spend. The Challenge Expand event reach Increase online engagement Convert attention into measurable traction The Strategy Inste

Principle:  Clarity is a form of leadership. The Situation Lyneer Search Group, a national executive search firm, had strong internal expertise but lacked a cohesive digital presence that reflected its authority. Messaging was fragmented, brand voice inconsistent, and digital assets outdated. The firm was growing — but its digital infrastructure wasn’t communicating its scale, sophistication, or credibility. The Challenge Outdated website and messaging architecture Inconsiste