I’ve spent most of my career building websites and digital tools. But the longer I work in strategy, the more I realize: starting with digital is often a mistake. Not because websites or platforms don’t work, but because we treat them as the default, even when the audience, budget, or business model says otherwise. Digital is seductive. It’s visible, measurable, and easy to justify. But when marketers lead with tactics instead of audience insight and business strategy, they build tools…

I’ve been kicking around the idea of a blog for years. Most of my work is on other companies’ websites, so carving out my own little corner of the internet felt right. Only time will tell if this is a good idea, but here we go. A little about me I have been working in technology and digital marketing for 20+ years.  I’ve worked at churches, corporate, marketing agencies, and as a freelancer/consultant.  The last 2+ years I’ve been with…