Some weeks out here throw everything at you.

& just when you think you've seen it all...

something happens that stops you completely cold.

Didn't move.

Didn't breathe.

Had absolutely no framework for what just happened.

& the business parallel hit me harder than I expected.

Inside this episode:

• The moment that caught me completely off guard... & why it matters for your business
• The 3 ways people respond when the ground shifts under them
• A real client story about trust, AI & what happens when nobody knows who's in charge
• A comedy routine from the 1940s that explains a very expensive modern problem
• & a quick check you can do today to find your biggest blind spot

If something in your business has been feeling off lately...

but you can't quite name why...

This one might do it for you.

links & resources mentioned

• the comedy sketch on YouTube

Be sure to read the newsletter & check the extra resources linked in it.

Connect on LinkedIn

Email me about topics (& guests) you'd like to hear ... [email protected]

Ever feel like your marketing should be working… but it’s just not landing?

Let's look at a subtle gap that most businesses miss ... especially when everything looks like it’s being done “right.”

Using real examples from two very different businesses, you’ll see why similar efforts can lead to completely different results.

Inside this episode:

• Why some posts attract attention… but not action
• The small shift that separates “looks good” from “actually works”
• A simple framework used by top advertisers (that most marketers don't even know about)
• How to quickly spot what’s missing in your own marketing
• & a practical way to fix it without starting from scratch

If your content is getting seen—but not converting… this will help you understand what’s really going on beneath the surface.

Be sure to read the newsletter & check the extra resources linked in it.

Connect on LinkedIn

Email me about topics (& guests) you'd like to hear ... [email protected]

Everything feels like it’s moving…

until the moment it actually matters.

That’s where things change.

Let's walk through a pattern that looks like progress on the surface

but quietly stalls people out right before anything real happens.

It’s subtle.

Easy to justify.

& incredibly common.

Inside this episode:

• 2 real conversations that took an unexpected turn
• The exact moment where momentum starts to slip
• A pattern most people don’t recognize until they’re stuck in it
• & what shifted once things were finally put to the test

You'll also hear how this showed up in my own business

... starting something I wasn’t sure would work

& almost didn’t start at all.

If something you’ve been working on still hasn’t seen the light of day… this might explain why.

links to resources & people mentioned

They Ask, You Answer by Marcus Sheridan

Tiny Habits by B.J. Fogg

beehiiv

& this newsletter the audio is based on

TrueFans.fm podcast platform

Connect with Ilise Benun & Lisa Christoffel ... & ME on LinkedIn

Email me about topics (& guests) you'd like to hear ... [email protected]

It’s April…

& I’m still dealing with snowstorms, frozen doors, & a property that refuses to cooperate.

Strangely enough… it mirrors what I’m seeing in business right now.

Things that look fine on the surface… but don’t hold up when it actually matters.

Inside this episode:

• A real situation that didn’t add up at first
• Why more effort isn’t fixing what feels “off”
• Where things are quietly breaking (that most people miss)
• And the shift that clicked once I stopped looking at the obvious

If your work feels heavier than it should…

or like you’re doing everything “right” but not seeing it pay off…

This might connect a few dots...

Just not the ones you’re expecting.

You can read the newsletter here.

Let's connect on LinkedIn.

Email me about topics (& guests) you'd like to hear ... [email protected]

You can read this issue of the newsletter here ...

“AI is replacing copywriters.”

That’s the story going around right now…

& it’s #FakeNews.

Let's look at what’s actually happening as AI floods the market

& why the real divide isn’t AI vs humans…

In this episode:

• Why AI-generated content often “sounds good” but fails to convert
• The difference between using AI & actually knowing what "good" looks like
• How businesses are accidentally flooding their own marketing with fluff
• & why skilled copywriters are actually becoming more valuable, NOT less

You'll also learn a simple analogy that makes this crystal clear.

If you’ve been questioning your relevance in an AI-driven world… this is your reality check.

The future isn’t AI vs you.

It’s whether you become the expert who knows how to use it.

Let's connect on LinkedIn.

Email me about topics (& guests) you'd like to hear ... [email protected]

“I think I’m doing too many things…”

It sounds true.

It feels true.

But most of the time? It’s not the real problem.

Let's break down why the chaos in your business isn’t coming from doing too much...

it’s from saying yes to things that don't take you where you actually want to go.

Because when your work doesn’t connect to a clear outcome, everything starts to feel scattered… even if each piece technically makes sense.

Inside this episode:

• Why “focus” isn’t about doing just one thing
• How consistency can actually lock you into the wrong direction
• The difference between work that’s related vs. work that’s aligned
• & how to filter opportunities so they actually move your business forward

You'll also learn a simple way to think about your business so your goals & work is aligned.

Because clarity doesn’t come from cutting everything else.

It's from deciding where everything is supposed to lead.

If your business feels messy right now… you might not need to do less.

You might just need to stop building roads that go nowhere.

You can read the newsletter here

Let's connect on LinkedIn.

Email me about topics (& guests) you'd like to hear ... [email protected]

We’ve all experienced it: someone asks, “So, what do you do?”

Somehow, the words that come out of your mouth don’t match what’s in your head.

The result?

Confusion, polite nods, and a conversation that dies before it even starts.

Let's dig into why this matters ... not just in face-to-face conversations,

but in your marketing, like website copy, or social posts.

Because unlike live interactions, you can't see their reactions & clarify.

They either get it, or they move on.

You’ll learn:

• The simple 3-word shift that bridges features into real outcomes
• How to turn a plain description of what you do into a clear, compelling message that helps your audience see themselves in the results
• Why this is a thinking problem, not a writing problem, & how fixing it makes all your copy easier

The takeaway: it’s not about sounding smarter or more professional...

It’s about helping your audience understand why it matters to them.

Even just applying this to one sentence transforms the impact of your message immediately.

You can read the newsletter while you listen.

Let's connect on LinkedIn.

Email me about topics (& guests) you'd like to hear ... [email protected]

Marketing that fits who you are ... not who the gurus say you should be.

Read the newsletter that shapes the bonus audio.

Let's connect on LinkedIn.

Email me about topics (& guests) you'd like to hear ... [email protected]

This issue of the newsletter explores a tension that many business owners quietly wrestle with:

Does trying something outside your comfort zone make you inauthentic…

or is that actually part of being yourself?

After years of resisting formats like podcasting, I’m finally launching one

but not in the way I thought I “should.”

In this episode, I unpack:

• Why my first attempt at podcasting failed before it even started
• The difference between stretching (growth) and forcing (self-betrayal)
• How following “proven” strategies can kill your business
• Why authenticity isn’t about avoiding discomfort
• How to rethink strategies so they actually fit your personality, energy, & stage of business

This is a reminder that:

A strategy isn’t wrong just because it doesn’t work for you in its current form.

& more importantly:

Authenticity isn’t refusing to do the thing… It’s refusing to do it in a way that betrays who you are.

If you’ve been resisting something because it feels performative, forced, or “not you”…

This episode helps you rethink how to approach it in a way that actually fits YOU.

You can read the newsletter while you listen or jump into the LinkedIn "half-baked" announcement conversation

Curious about your Wealth Dynamics by Roger Hamilton score?

Let's connect on LinkedIn.

Email me about topics (& guests) you'd like to hear ... [email protected]

What do gutters, getting scammed, & Meatloaf have to do with your business?

More than you think.

Somewhere between getting burned (again), trying to save money, & standing in the middle of an extra-frozen property (without reliable power or heat) … something clicked.

It’s one of those business lessons that sounds obvious once you hear it

but most people don’t realize they’re breaking it until things start going sideways.

This episode isn’t theory.

It’s real-time, slightly painful, & unexpectedly tied to a Meatloaf playlist that’s now stuck in my head.

If your work has ever felt heavier than it should… or like you’re doing “everything right” but something’s still off…

You’ll want to hear this.

Just don’t be surprised if it changes how you look at your business overnight.

Apologies in advance if the songs get stuck on repeat for you too!

links & resources from the episode:

-> The scammy solar company you want to avoid in Southern Alberta

-> The artist behind the Meatloaf drawing ... Tom Richmond

Let's connect on LinkedIn.

Email me about topics (& guests) you'd like to hear ... [email protected]