Most B2B leaders are executing flawlessly inside a system that no longer works. The operating model they rely on was built for a different era—and it’s quietly capping their growth.
I spent the first decade of my career in performance marketing—running acquisition for agencies and managing multi-million dollar budgets for enterprise clients like Salesforce, Canva, and Expedia. I optimized every tactic, A/B tested relentlessly, and hit the numbers the model promised.
But the model was always limited.
That limitation became impossible to ignore when I stepped away from agencies to lead digital strategy for a political campaign during the 2024 US Elections. Political campaigns don’t optimize tactics in isolation. They don’t measure success by clicks or leads. They engineer belief at scale—architecting systematic influence operations designed to shift how millions of people think and behave.
My time in the Canadian military taught me the same principle: coordinated operations beat fragmented effort. Always.
So I went back to everything I thought I knew about marketing and realized it was fundamentally misaligned with how the world actually works. The problem wasn’t my execution. The problem was the framework.
What I do now is different.
Instead of chasing tactics, I help B2B leaders architect systematic influence operations that build belief within their organizations and markets. I call this Audience Architecture—a strategic methodology that applies political and military operating principles to the business of driving behavior change at scale.
It’s not about creating better content or optimizing funnels. It’s about designing complete systems that move people from superficial awareness, through genuine understanding, to authentic belief—and then to action and advocacy.
The brands that win in the next decade won’t be the ones that optimize better. They’ll be the ones that architect better. The ones that engineer belief instead of chasing leads. The ones that build systems designed to sell immediately and forever.
That’s what Audience Architecture is.
I work with leaders who recognize their current system is broken and are ready to build something fundamentally different. Through strategic consulting, fractional CMO partnerships, and the implementation of integrated cognitive architecture systems, I help organizations move from the anxiety of chaos to the quiet authority of command.
This site is where I break down the frameworks, share the methodology, and document what I’ve learned applying military and political strategy to the business of systematic influence.
Built to sell immediately. Designed to sell forever.