Hello

If you'd asked me if I was happy, I'd have scoffed and said, "I'm forklift certified."

10 years in the manufacturing industry taught me how to work hard. It taught me the value of systems, efficiency and effective communication. It taught me leadership and a lot of great things. But it also taught me sacrifice. It taught me the pain that comes from spending 50, 60, 70 or even 80 hours per week pounding concrete with the soles of my feet.

 

Then my daughter was born. She soon learned her first two words—Dada, and apple. Can you guess which one she cried out as she shook the gate at the top of the stairs, watching as I kissed her and her mom goodbye and left for work?

That set my soul on fire. I've been a man possessed ever since. Not knowing how to make 10k/month was costing me seven, which was an ignorance tax I could no longer afford to pay.

I'd always wanted to go my own way, and the thought of watching her grow up through photos I wasn't in drove me to spend every waking moment learning about business, looking for a way forward. I learned how Google Business Profiles work, hoping for a quick and easy side hustle setting them up and optimizing them to help get local businesses on the map. At the same time, I learned about CAC to LTV ratios and how to package a guarantee as an upsell. I had no way to connect the dots. "Execute" was my constant refrain—but cold calling, with my schedule? Hardly. So, I learned to make basic websites with Google and made one for a coworker's detailing business. I learned how Print on Demand works and got stumped with only 3 or 4 designs and no audience to sell to. I learned some very basic coding for HTML and CSS, then found a free course from Harvard on Programming and fiddled with that, ultimately moving on before I finished it. I learned how to make a better website with Wix, buying this domain name as an inside joke with myself, just trying touch as many skills as possible until I found something that stuck.

 

Everything I tried seemed unlikely to work, slow, or unscalable. I learned about the power of waitlists and Quiz Funnels through ScoreApp, and got very excited. I started messing with the software, making landing pages and questionnaires for people I found on Reddit as an affiliate. I learned that everything in business seems to be downstream of Lead Generation—with no leads, a great product or service is worthless because there's nobody to sell to. I had no real offer.

Somewhere through all that, I started watching a LOT of Alex Hormozi. I found a Skool community called Ad School Foundations, and about 9 weeks later I'd paid a couple thousand dollars and gone through an exclusive coaching program to learn Meta Ads from a world-class media buyer.

Now, I'm working toward transitioning from the factory floor to an office chair downstairs. If you or someone you know needs Meta Ads, tell 'em you know a guy.