Today on *The Strategist's Workshop*, I took everyone behind the scenes of our latest Gogo Marketing launch: **SeasonedHR.com!** And I showed something that I wish more business owners understood. **The website was the last decision.** Before we started designing, we had to understand the audience. Who are they? What problems are they trying to solve? What are they searching for? And what should happen when they arrive? Those answers informed our keyword strategy, website architecture, navigation, service pages, and content. Then I introduced three members of my AI team: 🔎 **Gary**, my search intelligence specialist. ✍️ **Chet**, my content development specialist. 🧠 **Wyatt**, my Chief of Staff, who helps coordinate the entire operation. I showed how these specialized agents work together under my direction to turn research into execution. And we walked through the actual Seasoned HR website to see the results. Here's something I want you to remember: **Every page on your website should have a job.** It should serve a particular audience, answer a particular need, and help that visitor take the next logical step. That's what happens when you build from an informed foundation. 🎥 **Season 2, Episode 18: The Website Was the Last Decision** is headed to *The Strategist's Workshop* classroom, along with today's presentation deck. **Premium members:** Find the replay inside The Foundation Factor → Classroom → The Strategist's Workshop. **Free members:** Upgrade to Premium to unlock the replay archive and Companion Classroom. And remember, **everyone is welcome to attend LIVE and FREE every Tuesday at 1 PM Pacific!** You are unique. You are awesome. And you can do this! **Build. Grow. Own.** #TheStrategistsWorkshop #TheFoundationFactor #BeforeYouBuildIt #WebsiteStrategy #GogoMarketing

Well, we did it! Version 2.0 of my new Gogo Strategy Lab keynote is in the books. And what a journey we took! We started aboard the USS Truxtun, where I learned about fighting fires in the Navy, and connected those lessons to something every business owner should understand. Then I shared the real origin story of GenAthleteX, from a crazy sunscreen idea on an anniversary cruise to a functioning ecommerce business, including the assumptions we had to challenge along the way. We visited a tropical bar, walked into a car dealership, explored the Business Ignition Gap, and examined why **consistency and strategy matter as much as execution.** And we got into one of my favorite exercises: **What if we deliberately tried to prove our marketing strategy would fail before spending money on it?** That's the Premortem, and it can change how you approach business decisions. This was the second live test of a presentation I'm developing into a signature keynote, and I think we're getting somewhere! **🎥 The V2.0 replay and presentation deck will be available in The Strategist's Workshop classroom for Premium members.** Premium members: The Foundation Factor → Classroom → The Strategist's Workshop. Free members can upgrade to Premium to access the replay archive and Companion Classroom. And remember, **our live Workshops are always free for everyone in the community.** Thanks to everyone who joined me today! You are unique. You are awesome. And you can do this! **Build. Grow. Own.** #TheStrategistsWorkshop #TheFoundationFactor #BeforeYouBuildIt #MarketingStrategy #GogoMarketing

A quick heads-up! I’ve got business in Los Angeles next week, so we’re moving The Strategist’s Workshop up a day! 📅 Monday, October 26, 2026 ⏰ 1:00 PM Pacific 📍 LIVE inside The Foundation Factor on Skool And this is one you won’t want to miss! Last week, I delivered the first version of my new signature presentation: STOP WASTING MONEY ON MARKETING: Why Isn’t This Working? We explored why businesses can invest in websites, SEO, advertising, social media, and all the right tools, yet still struggle to generate consistent growth. We introduced the Fire Triangle, the Business Ignition Gap, and a process for challenging your strategy before spending more money. Monday, we’re taking it further with Version 2! I’m refining the presentation, strengthening the examples, and sharpening the lessons as we prepare for the full Gogo Strategy Lab launch in November. You’re getting a front-row seat as this presentation develops into something I’ll eventually deliver to business groups, associations, and entrepreneurs across the country. The Workshop is FREE for everyone in The Foundation Factor community. Bring your questions! We’ll return to our regular Tuesday schedule the following week. You are unique. You are awesome. And you can do this! Build. Grow. Own. #TheStrategistsWorkshop #TheFoundationFactor #BeforeYouBuildIt #MarketingStrategy #GogoMarketing

Today's *Strategist's Workshop* was a little different. I took my brand-new **Gogo Strategy Lab keynote, "Stop Wasting Money on Marketing: Why Isn't This Working?"**, out for its first public test drive. And here's the question at the heart of it: **How can a business be doing everything it's supposed to be doing in marketing and still struggle to grow?** We explored the Fire Triangle of Business, the difference between the founder's story and the customer's story, the Ansoff Matrix, and something I call the **Business Ignition Gap (BIG)**. Then we got into **PVR™: Premortem, Validate, Rebuild**, a process designed to challenge your strategy before you invest more money executing it. This is the first version of a presentation I'm developing into a signature keynote for business owners, executives, and entrepreneurs. And you're getting to watch it evolve! **🎥 Version 1 is now available in The Strategist's Workshop classroom, along with the presentation deck.** Premium members can watch the replay inside **The Foundation Factor → Classroom → The Strategist's Workshop**. Free members can upgrade to Premium to unlock the replay and our growing library of business education. **Next Tuesday, we're going to take what I learned from today's delivery and make it even better. Version 2!** That's part of what I love about these weekly Workshops. We're building, testing, learning, and improving together. And remember, **everyone is welcome to attend The Strategist's Workshop LIVE and FREE every Tuesday at 1 PM Pacific.** You are unique. You are awesome. And you can do this! **Build. Grow. Own.** #TheStrategistsWorkshop #TheFoundationFactor #BeforeYouBuildIt #BusinessStrategy #GogoMarketing

Today's *Strategist's Workshop* was supposed to be a straightforward walkthrough of how we turned audience research into a live ecommerce website. Well, that plan lasted about five minutes. 😂 I decided, on a whim, to broadcast live on TikTok while presenting on Zoom. Then I started pulling back the curtain on how we built GenAthleteX. **And I went a whole lot deeper than I intended.** We explored how real audience and search intelligence informed the website's navigation, product architecture, content, imagery, SEO, and conversion paths. I showed how we're using Codex, AI, and APIs to accelerate work that used to require considerably more time and resources. Then we got into a real business situation. Someone approached me with another product they thought would fit perfectly into our existing product family. **But just because a product fits your catalog doesn't mean it fits your business.** That led us into audience overlap, the Ansoff Matrix, and why introducing a seemingly compatible product could undermine the strategy you've already invested in. I even pulled up the actual Ansoff Matrix lesson from our Skool classroom to demonstrate the four ways a business can grow. And we weren't finished! We talked about why launching a website is the beginning of the next stage, how we're preparing eBay as an additional sales channel, and why observing actual buyer behavior can help inform advertising decisions before committing serious money. Then I shared something I've been working toward for a long time: **What does Gogo Marketing really do?** You know how a business has a website, SEO, email marketing, social media, advertising, and all these different pieces? **I connect them. I make them work together toward the same business goal.** That's what the Foundation Factor is all about. 🎥 **Season 2, Episode 15: From Intelligence to Execution** is now available, along with the presentation deck. **Premium members:** Open The Foundation Factor → Classroom → The Strategist's Workshop → Season 2, Episode 15.