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About

I’ve been in that room. Probably a few dozen versions of the room you’re in right now.

Not as a consultant watching from the outside. As someone who’s felt what’s actually at stake.

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The Part I Don’t Put in My Bio

Let me start with the part I don’t put in my bio.

“In 2011, I filed bankruptcy.”

I tell people that because I think it matters. Not as a comeback story — I’m not interested in selling you a redemption arc. I tell you because when a founder sits across from me and says “I don’t know if we’re going to make payroll,” I don’t have to imagine what that feels like. I know the specific weight of it. I know what it does to a marriage, to a morning, to the way you answer when someone asks how you’re doing. I know what’s at stake. That’s the only reason I can be trusted to tell you the truth about what I see.

The Story

Twenty years across the table from founders.

I’ve spent two decades sitting across from founders running companies between $3M and $20M — watching the same patterns play out in their businesses and in their lives, regardless of industry, geography, or how good the product is.

The founder who can’t let go. The sales team that can’t run without the founder in the room. The company that grew fast and then stalled — and nobody quite knows why. The marriage that’s quietly paying the price for a business that demands everything.

I’ve been in enough of those rooms — and enough of those conversations at 11pm when the laptop finally closes — to know what’s actually happening versus what looks like it’s happening.

What I figured out, the hard way and then again by watching founders repeat it: the problem is almost never the market, the product, or the team. The problem lives closer to home than that.

What I Actually Do

I built RevHeat because sales is a system. I built Unseat because the system changed.

Most companies treat sales like it’s magic — catch lightning in a bottle, hire a rainmaker, hope for the best. I’ve watched that approach fail in every industry I’ve touched. Tree service. Software. Media. Manufacturing. Doesn’t matter.

I work with founders to build that process. Not hand them a playbook and wish them luck. We build it together, we install it in their team, and we stay until it runs without us.

Then the game changed. And I learned the hard way.

I hired 15 agencies over the years. Spent over $500,000 on marketing — SEO, content, paid, you name it — and had almost nothing to show for it. The leads were thin. The rankings were fragile. And the ROI was a story I kept telling myself because the alternative was admitting I’d been throwing money at a system that was already dying.

Then AI showed up and rewrote the rules entirely. Buyers stopped searching and started asking — asking ChatGPT, Perplexity, Gemini — and the companies that spent years building their Google presence watched it evaporate overnight. I didn’t wait for someone else to figure it out. I built Unseat.ai — first to fix my own problem, then for every other company that didn’t know they had the same one.

And I host Broken Playbook because someone needs to say the things founders are thinking but nobody’s saying out loud.

“It doesn’t matter if it’s tree service or software… it’s all the same.”

“We deliver it 85% ready… not ‘go do it, good luck.'”

“B2B is still human.”

Business-to-business is just a different form of business-to-consumer. You’re still selling to a person with fears, ambitions, and a spouse who has opinions.

“The founder is usually the bottleneck.”

Not the team. Not the market. The person who built the thing is often the reason it can’t grow past a certain point.

“Advice without execution is expensive.”

I’ve watched founders spend $50,000 on a consulting engagement and walk away with a deck they never opened again.

“It’s more important to be understood than to sound smart.”

The smartest thing in the room rarely wins. The clearest thing in the room does.

“The playbook most founders are following is broken.”

Not because the people who wrote it were wrong. Because the world changed, the rules changed, and nobody updated the document.

Next Steps

Here’s where we might intersect.

I’ve been in that room. Probably a few dozen versions of the room you’re in right now.

Let me start with the part I don’t put in my bio.

Twenty years across the table from founders.

I built RevHeat because sales is a system. I built Unseat because the system changed.

A few things I believe that most people in my field
won’t say out loud.

Here’s where we might intersect.

Work Together Directly

Hear Me Speak

Start With the Podcast

If something I said made you think —
“finally, someone who gets it” — let’s talk.

I’ve been in that room. Probably a few dozen versions of the room you’re in right now.

Let me start with the part I don’t put in my bio.

Twenty years across the table from founders.

I built RevHeat because sales is a system. I built Unseat because the system changed.

A few things I believe that most people in my fieldwon’t say out loud.

Here’s where we might intersect.

Work Together Directly

Hear Me Speak

Start With the Podcast

If something I said made you think — “finally, someone who gets it” — let’s talk.

A few things I believe that most people in my field
won’t say out loud.

If something I said made you think —
“finally, someone who gets it” — let’s talk.