I can’t let you basic-bitch yourself into obscurity. If your impulse is to leverage your business and career with what’s exciting about your voice, your offer, your approach, your story, etc. - fantastic, you need to be here.

If your impulse is to squeak by without doing some serious creating around your brand’s identity - I’m going to assume you have mafia money and/or zero competition.

I’m known for my style of Founder Story, and by saying it must be “beautiful,” I mean it could be cinematic, hilarious, stoic, perverted - regardless, it must be beautifully done.

WHY?? Because a quest for beauty reveals everything your story has to offer. And it helps us deliver our intended effect.

Also, who wants an ugly one?

Here’s my lil’ AI manifesto: “Many will choose to robotize their voices and homogenize their thinking with the aid of poser-making technologies. Here, we choose to create and express like only an experiential animal can. “

Thievery, surveillance, and insults to artistry aside, I’m an AI poo-er for these 5 reasons:

1. It isn’t customer intimate. Front-facing AI use for company branding purposes is incongruous with business models that involve close client work. AI creates distance, where we want connection.

2. It adds static, excess, & confusion to the branding process - ultimately, producing weak results (at best) and driving projects completely off the rails (at worst).

3. It has all the information in the world but no experience of it. I don’t care how much “human touch” is added or how much it’s trained to “sound like you,” it’s never farted in public, been dumped by a lover, or eaten birthday cake, and it will add this vacancy of experience to your writing while stripping it of your voice.

4. You cannot fully own what it produces, legally or within your own body, mind, and spirit.

5. It’s a supersonic math equation masquerading as a thinker while it’s only a predictor. At Switchblade, we make things that surprise and delight. To surprise and delight, you have to be unpredictable.

My clients and students use AI in some capacity in their business, just not for their customer-facing, human-to-human communications and assets.

I’ve run Switchblade Lemonade for 10 whopping years, and I’ve worked with a PLETHORA of people from corporate, academia, the arts, and the streets. 

I’ve built every kind of asset, nary a one deprived of interestingness. I WILL get you off whatever endless self-defeating loop you’re on. And I will take you through an enlightening and efficacious brand journey that benefits your business and career, as that’s what my programs are designed to do.

I don’t have a paint-by-numbers-follow-my-tired-ass-framework process that creates a hoard of mini-me clones.

I will use “frameworks” to provide some structure, but ultimately, this is a tailored-to-you brand agenda where we honor your vision, your clients, your personhood, and your business model.

Most people deduce quickly that business models, operations, workflows, marketing strategies, sales funnels, etc., have to be constructed. Otherwise, it doesn’t exist.

“Brand,” on the other hand, is treated as if it’ll somehow naturally emerge on its own like an advantageous tumor. But the same logic applies here - if you do not build it, it is not real.

NOBODY will take the time to read between the lines to figure out who you are and why your work matters to them; they can’t spare the cognitive burden.

In fact, people don’t care about your offer at all, nor do they give a hoot about your story UNLESS we give them reason to.

So be blatant when it comes to your very public brand persona, this is not a scavenger hunt.

I know you understand. That’s why you’re here ;)