The questions that come up most often, in interviews and in first calls.
What does a first engagement look like?
A two-week operational audit, a written findings memo, and a decision about whether there is more work to do. If the audit says you do not need me, that is the deliverable, and it has happened more than once.
Do you take equity instead of fees?
Occasionally, and only where I am close enough to the operation to affect the outcome. Incognito holds equity or revenue share in several ventures, so it is not unfamiliar territory — but it is the exception.
What size company do you work with?
Companies past the first growth wall, where the founder is still making every decision and it has stopped scaling. Below that, the advice is usually “go sell something”, and you do not need to pay me for it.
Do you do implementation or just strategy?
Both, but never strategy alone. A blueprint nobody executes is an expensive document. Engagements include the integration work or they include a named person who will do it.
Are you available for speaking?
Yes — keynotes, corporate events and podcasts, usually on entrepreneurship, AI in business, or the future of marketing. Requests go through the contact page.
Can I reprint your commentary?
Short excerpts with a link, freely. Full reprints by arrangement — ask first, and I will usually say yes.
Why is there no newsletter sign-up working yet?
Because it is not wired to a list yet. When it is, it will be one argument a week and the reasoning behind it, and nothing else.
Who writes this site?
I do. Where a piece is adapted from something I published elsewhere, it says so and links to the original.