I'm on a mission to help you build
A Brand That Can't Be Ignored
AND SHOW YOU WHAT TO DO WITH THE SPOTLIGHT ONCE YOU'VE GOT IT. Attention isn't luck. It's paid for or it's engineered. You can spend your way there, but you could also bake a strategy into your brand story from day one to attract the spotlight, and it will cost you NOTHING!
ATTENTION ISN'T LUCK. IT'S ENGINEERED.
IF YOU DON'T HAVE A SPOTLIGHT...
YOU AREN'T TELLING YOUR STORY RIGHT.
yOU MAY HAVE A GREAT PRODUCT OR BRAND, BUT DOES ANYBODY KNOW IT EVEN EXISTS?
Over the last three decades I've helped launch brands, experiences, products, and businesses that earned attention because CUSTOMERS AND THE MEDIA wanted to talk about them.
The Make 'Em Look Method™ shows you how.
I'm on a mission to help you build
IF YOU DON'T HAVE A SPOTLIGHT...
YOU AREN'T TELLING YOUR STORY RIGHT.
YOU MAY HAVE A GREAT PRODUCT OR BRAND, BUT DOES ANYBODY KNOW IT EVEN EXISTS?
Over the last three decades I've helped launch brands, experiences, products, and businesses that earned attention because CUSTOMERS AND THE MEDIA wanted to talk about them.
The Make 'Em Look Method™ shows you how.
GETTING ATTENTION IS HARD.
YOUR PRODUCT ISN'T THE PROBLEM...BEING LOST IN THE NOISE IS.
You've built something you believe in.
You've invested in your product, your people, your website, your marketing, maybe even agencies and advertising.
Yet sales stall. Growth slows. And competitors with inferior products seem to be catching all the breaks.
No, they're not better.
But people can't buy your product if they don't know it exists. And when you're competing against 5,000 to 30,000 marketing messages every single day, being a good product isn't enough. You have to be impossible to ignore.
The companies that break through have to spend more or they know how to create attention before they ever ask for a sale.
Attention isn't luck. It's architecture.
And like any great structure, it can be intentionally designed.
That's what the Make 'Em Look Method™ is all about.
I didn't learn branding from one company. I learned it from watching completely different brands solve the same problem in different ways.
As a teenager running Blockbuster locations, I learned how Hollywood buys attention. Every trailer, poster, premiere, and interview exists to build anticipation long before opening night.
Working with the Peanuts brand and the legacy of Charles Schulz taught me something different: the world's most enduring brands aren't built on advertising.They're built on timeless stories people carry with them for generations. At Warner Bros. and alongside the Planet Hollywood team, I saw how experiences become destinations.
Then came Coyote Ugly.
For more than two decades, I helped grow one of the world's most recognizable hospitality brands. We couldn't outspend our competitors, so we had to become impossible to ignore.
We built a story so compelling that customers became our marketers and the media became our amplifier, stemming from newspaper and magazine coverage, a hit Hollywood film, a record-breaking MTV reality series, and millions of conversations across social media and blogs.
That's when I learned the most valuable attention isn't bought. It's earned.
Across hospitality, entertainment, licensing, franchising, retail, consumer products, and media, I kept seeing the same principles repeat themselves.
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The tactics were different.
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Across different industries.
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The budgets were varied.
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The behavioral psychology stayed the same.
Over time, those lessons became a repeatable system.
The Make 'Em Look Method™.
WHY THIS METHOD WORKS.
Three Decades. Global Operations. One Question.
For more than 30 years, I've been obsessed with one question:
Why do some brands seem to attract a media spotlight?
That pursuit took me through some of the world's most recognizable companies and brands.
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Ran Blockbuster locations during Hollywood's peak and learned how the entertainment industry creates anticipation long before release day.
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Worked with the Peanuts brand and the legacy of Charles Schulz, where timeless storytelling became more valuable than advertising.
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Helped launch and operate a 65,000 sqft venue for Warner Bros. alongside the Planet Hollywood team, learning how experiences and design become a great tool for spreading through word-of-mouth.
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Spent more than two decades helping build Coyote Ugly into one of the world's most recognizable hospitality brands, expanding to 38 locations across 12 countries through storytelling, earned media, franchising, licensing, and unforgettable experiences.
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Partnered with brands including Red Bull, Harley-Davidson, Guess, Coca-Cola, and others to understand how global brands create opportunities through cooperation.
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Applied those same principles across hospitality, entertainment, consumer products, licensing, retail, media, consulting, and startups.
After watching billion-dollar brands buy attention... and challenger brands attract it...
I realized they were following the same psychological principles.
That's what became the Make 'Em Look Method™.
Make ’Em Look™
Everyone teaches marketing.
Very few teach anything about attention architechture.
Inside you'll discover:
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Why some brands dominate conversations
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The psychology behind word-of-mouth marketing
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Why the best attention is earned instead of purchased
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How remarkable brands become cultural icons
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The framework behind stories people repeat
Work With Me
Two Days. Thirty Years of Stories. You'll Never Look at Your Brand the Same Way Again.
I've built brands in boardrooms, backstage, behind bars, and in more airports than I can count.
I've opened businesses in multiple countries, survived disasters, worked with celebrities, launched products, partnered with iconic brands, and learned firsthand why some businesses become legends while others disappear.
This isn't two days of PowerPoint slides.
It's two days of stories from the front lines, hard-earned lessons, practical exercises, and plenty of laughs as we uncover what makes your business impossible to ignore.
You'll leave with a clear brand strategy.
You'll also leave seeing your business through an entirely new lens.
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