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If there's a single behavioral trait that distinguishes the world’s best marketers from the rest, it’s this… They are relentless optimizers. To them, the control is the enemy. Crafting a winning offer, a compelling ad, or a high-converting landing page, merely sets the stage. For these marketers, initial success is just the beginning. Obsessed with the details, they live in a perpetual state of refinement, driven by the conviction that there’s always a way to improve performance. If you’re lucky enough to be working with a relentless optimizer, do whatever you can to keep them around. With enough time, support, and focused effort, their impact doesn’t just grow — it compounds.

Our new book, Profit-Led Marketing, is live! The exact playbook we used to: ✅ Sell a company for $40M ✅ Hit CMO of a $50M+ brand by 30 ✅ Scale our agency to 7-figs (no employees) Free for the first 1,000 readers. Like and comment, or repost—and I'll DM you the link.

When’s the right time to work with a boutique performance marketing agency? If you’re an early-stage startup, not yet. At the beginning, your goal isn’t to outsource performance - it’s to understand it. You (or someone on your team) should be running paid ads in-house until you’ve validated a few key things: - Which channels show early traction - What creative and messaging actually converts - Where your first profitable LTV to CAC is hiding Once you’ve found signs of life on a channel, that’s when it’s time to bring in a specialized agency to double down. Because when you’ve done it yourself first, you: - Know what “good” looks like - Understand your unit economics and KPIs - Can brief and manage an agency like a pro Most founders make the mistake of brining in an agency too early. They outsource learning before they’ve even mastered the fundamentals. The best founders bring in outside partners only once they know what they need help scaling. Get your hands dirty first. Then hire experts to pour fuel on the fire.

Most marketers are still fighting over keywords. But the next battle for findability isn’t happening on search engines. It’s happening inside the AI models. When someone asks ChatGPT, Claude, or Perplexity about you, your product, or your company - does it show up? And if so, does the description reflect reality? That question points to the next frontier, AISO: AI Search Optimization. It represents the next stage in the evolution of SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization). AISO doesn’t replace traditional SEO. It builds on it. Before you can influence how AI systems understand your brand, you have to master the basics of how search engines discover and rank you. Clean technical SEO, clear site architecture, authoritative backlinks, and strong on-page signals are still the foundation. Without them, the data feeding AI models about your brand is weak and inconsistent. Traditional SEO helped us rank pages. AEO helped us win featured snippets. GEO taught us how to influence generative summaries. AISO goes deeper. It’s about engineering your brand’s semantic identity - how AI systems understand, contextualize, and recall your business across the entire LLM ecosystem. AI models don’t index pages. They synthesize reality from consistency. They look for structured, repeated patterns across multiple domains. To exist in the model’s worldview, your brand needs structure, clarity, and corroboration. Start simple: Publish a /brand.txt or /brand.json file defining who you are, what you do, and your core positioning. Use consistent phrasing across your web presence - About page, LinkedIn, Crunchbase, Product Hunt, etc. Add JSON-LD schema markup for your organization, brand, and services. Include FAQ schema with question-answer pairs that reflect what people actually ask about your business. Then go deeper: Once your foundational metadata is in place, build a system to actively query and seed the models themselves. Create automated scripts that query ChatGPT, Claude, and Perplexity on a recurring schedule with prompts about your brand, products, and key people. Log and analyze the responses to track semantic accuracy over time. When models return incomplete or outdated descriptions, refresh the public web with new corroborating data: publish updated press releases, add verified LinkedIn and Crunchbase entries, and post authoritative summaries on high-trust domains. Over time, you’re training the LLM ecosystem to understand your brand the way you define it, strengthening the signal across both structured and unstructured sources. SEO got humans to find you. AISO gets machines to understand you. The brands that master this first will dominate AI discovery just as early SEO adopters dominated web search. The new frontier isn’t about keywords or backlinks. It’s about becoming part of the model’s ontology - the semantic layer of reality inside AI itself.

If there's a single behavioral trait that distinguishes the world’s best marketers from the rest, it’s this… They are relentless optimizers. To them, the control is the enemy. Crafting a winning offer, a compelling ad, or a high-converting landing page, merely sets the stage. For these marketers, initial success is just the beginning. Obsessed with the details, they live in a perpetual state of refinement, driven by the conviction that there’s always a way to improve performance. If you’re lucky enough to be working with a relentless optimizer, do whatever you can to keep them around. With enough time, support, and focused effort, their impact doesn’t just grow — it compounds.