FAQ

No, but you might. You might sell socks to people who wear shoes, or dental floss to people who have teeth. Whatever you sell requires infrastructure to support a strategy that grows revenue. My role is to guide leadership (that’s you) into right sized solutions.

In the early days of the internet, there was a popular conspiracy theory that wearing tinfoil hats could protect individuals from mind control and surveillance by blocking electromagnetic fields. While the idea was often mocked, it became a symbol of skepticism towards authority and technology. The tinfoil hat has since been embraced humorously in popular culture, representing a playful nod to those who question mainstream narratives. In this context, selling tinfoil to people who wear tin foil hats is a tongue-in-cheek way of acknowledging and engaging with this quirky aspect of internet culture.

I would if there was money in it! However, my expertise lies in providing consulting services to help you optimize your e-commerce platforms, email marketing strategies, and technology infrastructure. Over 25+ years of building stuff, I have helped people sell many, many things. The tinfoil hat reference is just a fun way to express "I can help you sell anything, to anyone, anywhere".

Your technology stack is the key to your success in the ultra competitive combat sport known as eCommerce. Picture your marketing tools as Legos. Each piece does something specific. The question is: do they actually snap together, or are you just hoping they'll stay in a pile? A "stack" is the collection of tools you use and—more importantly—how they connect. Your MarTech stack is everything from your email platform to your CRM to your analytics to your ad platforms. Here's the problem: Most companies have 15-30 marketing tools. Someone bought the email platform three years ago. Someone else bought the CRM. Another team uses different analytics. Nothing was designed to work together. My job is to fix that by either teaching the Legos how to work together, or just tossing them all out and starting over.

No. I work across any technology stack—marketing, sales, operations, whatever. Though I say "e-commerce" because it's the easiest way to explain what I do. The truth is: I've built point-of-sale systems for retail stores, email infrastructure for lead generation agencies, custom CRM implementations for B2B sales teams, analytics platforms for content operations, and workflow automation for everything from fulfillment to customer support. You have tools that should talk to each other but don't. You have data in five different places with no source of truth. You have processes that require manual handoffs when they should be automated. Your team knows what needs to happen, but the technology is slowing them down instead of enabling them. That's what I solve. Whether you're selling products online, generating B2B leads, running a retail operation, or managing complex service delivery—the architecture challenges are the same. I gravitated toward e-commerce because it's where all these challenges typically converge.