Do Less Marketing

What if "small" wasn't a stepping stone?

Kevin Shinn is a chef, writer, and musician. I first experienced Kevin's work years ago, when I went to The Portico Experience: his one-table, backyard micro-restaurant in Lincoln, Nebraska. It was an absolute delight. One of my all-time, top dining experiences. The Portico just kicked off its seventh season and books up, season after season, almost entirely through word of mouth.

In our conversation, Kevin shares the shifts that helped him move away from the traditional table-turning restaurant to something more personal. We get into what it looks like to choose the "smallest viable market"...and stay there.

We chatted about how he approaches marketing now, and how he's found his voice in fewer words. Plus, we dig into the three creative wells he draws from throughout the seasons.

Kevin also opens up about mentoring the next generation of chefs, the cost of overextending, and what growth means when the metric is simply "a better me."

If you've been wondering whether something smaller could be enough, this one's for you.

Kevin's Website: https://www.55degrees.us/ 

Brittany's Website: https://downeystrategy.com/ 

What happens when you stop trying to fit the mold of your industry and start building around what you're actually good at?

In this episode, I sat down in person with JT Martin at Hurrdat Media’s studio in Omaha, Nebraska. JT is the creator of The Corn Belt, a Nebraska-focused social media account with over 60 million views, the host of the Social Media Is Dead podcast, and the founder of Loudr, where he works with businesses on social media strategy and content.

We talk about how social media has changed, what JT is seeing work right now, and why many businesses feel stuck when social becomes a box to check instead of a long-term channel.

JT doesn’t sugarcoat the work it takes to build real momentum on social platforms. He shares what drives engagement today. 

We chat about when social media is worth your time, when it’s not, and when it might make more sense to hand it off.

If you’ve been feeling confused, tired, or skeptical about social media, this conversation offers clarity without hype. And (...spoiler) a reminder that connection still matters more than chasing trends.

Social Media is Dead Podcast: https://podcasts.apple.com/us/podcast/social-media-is-dead/id1808499844  

Brittany’s Website: https://downeystrategy.com/  

What does it take to grow a business past its early stages? And how does your role change as the company gets bigger?

In this episode, Jonathan shares what it looked like to take his business from a very small team to a company of more than 500 people. He talks about the early days of building traction and how nearly 200 conversations helped shape the product, messaging, and direction of the business.

We talk about outreach as part of that growth — not as a formula, but as something rooted in persistence and direct connection with the right people. Jonathan shares what that looked like in practice and how those efforts opened doors to larger clients and wider reach.

The conversation also moves into leadership. Jonathan reflects on the shift from founder mode to leading a much larger organization, and what he’s had to learn about systems, processes, and decision-making as the company scaled.

We talk about how being a parent fits into all of this — the long days and the reality of continuing to build a demanding business alongside family life.

This episode offers an honest look at what changes as a business grows, and how the work of leadership evolves alongside it.

Penji Website: https://penji.co/  

Brittany’s Website: https://downeystrategy.com/  

How do you grow a medical practice without chasing every marketing idea?

Dr. Elise Atkins is the founder of Coastal Vitality MD, where she focuses on lifestyle medicine and weight management.

In this episode, she shares how she built her practice from scratch by starting with real relationships that became the foundation for her growth.

We talk about the simple strategies that helped her stay focused and the importance of trusted thought partners. 

She also shares about a small, targeted campaign she’s been running — one that’s helped her grow her practice in a strategic area.

We get into the tension between being content with the meaningful work she’s doing now and knowing she’s wired for forward momentum. Dr. Atkins talks honestly about what it looks like to hold both.

Dr. Atkins’ Website: https://coastalvitalitymd.com/  

Brittany’s Website: https://downeystrategy.com/ 

Growth doesn’t always come from pushing for more. Sometimes, it’s learning to work in harmony with your capacity.

In this episode, photographer Nikki Moore shares how she’s built a thriving, referral-driven business by focusing on a few marketing channels that work for her.

She talks about transforming the dreaded “office headshot day” into something people look forward to, and how she helps clients share what their business is all about in their photos.

We get into how to stay grounded when there’s always more you could do, and what happened when she decreased her social media posting.

Plus, Nikki shares her minimalist take on what your brand really needs for photography.

Nikki’s refreshingly honest perspective is proof that showing up with care and clarity matters more than doing it all.

Nikki’s Links:

Brittany’s Links:

What if small businesses could actually benefit from the rise of AI search?

Out of all the overwhelm in marketing, figuring out what’s going on in AI search might be one of the most confusing (and cluttered) topics out there.

In this episode, Michelle Bourbonniere, PhD, founder of Words on the Rise, shares a simple way to understand how AI search really works—and what you can do about it. Michelle specializes in small-site SEO, helping businesses create smart strategies that get their brands in front of the right people.

She shares what’s worth focusing on, and why she’s growing more optimistic about AI search for small businesses. She also pulls back the curtain on how tools like ChatGPT and Google’s AI overviews actually surface results.

Michelle introduces a clear framework for assessing your visibility, what she calls the “Three Rs of AI Search.” It’s a practical way to think about how your brand is recognized, trusted, and recommended.

Plus, we dig into why measuring success by citations is a fool’s errand. And she shares the single most important thing any small business should optimize for.

If you’ve been drowning in advice about AI search and aren’t sure where to start, this cuts through the noise, with a clear, simple framework for understanding it all

Referenced in the episode

Michelle’s Links:

Brittany's Links:

For Lauren Flowerday, success isn’t about scaling faster. It’s about building a business that adds to who she is and what she wants to do in the world.

Lauren is founder of Flowerday & Co., where she does literary marketing for ambitious authors. 

In this episode, Lauren shares how she went from social media freelancer to personal branding strategist for authors. She shares what it looked like to find her niche by researching and listening to her ideal audience.

Lauren also opens up about imposter syndrome, slow growth, and why she’d rather build something sustainable than chase every platform.

I was inspired by how she is truly designing her life. 

If you’ve ever felt stretched thin by your own big ideas, this episode is a great reminder. Your business — like a great story — gets better when you edit with intention.

Lauren’s Links:

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You may not need a new video every week to make YouTube work for your business.

In this episode, Marc Koenig shares his experience helping businesses use YouTube to grow, like bringing a channel from 19,000 to 200,000 subscribers in just 18 months. He reflects on what he learned when the team stepped back from constant output to a slower, more deliberate approach. 

Marc explains why YouTube can be a powerful channel for building trust (and when it isn’t the right fit). He points to one high-leverage move that strengthens your channel and carries over into the rest of your marketing.

If you’re wondering if YouTube is a good fit for your minimalist marketing plan, Marc gives a framework for understanding its impact and a roadmap for what comes next. 

Marc’s Website: https://www.marckoenig.com/about  

Brittany’s Website: https://downeystrategy.com/  

Katie Day is a habit coach who knows firsthand how the right systems can keep creativity strong. She shares how experimenting with consistent marketing practices opened unexpected doors for her business.

In this episode, Katie shares what it looks like to find a marketing channel that lights you up. She talks about developing rejection resiliency and why it’s important for growth, and she shares how habits free up the energy you need to stay creative.

We also get into how to shift limiting beliefs and chat about stacking small systems until your day feels amazing.

This episode is a reminder that habits aren’t about discipline for its own sake. They are about creating space for fun and creativity — and aligning your life with your values.

Katie’s Website: https://ohkatieday.com/  

Brittany’s Website: https://downeystrategy.com/