I Don't Always Like Who I Have Become.

When I founded The Idea Integration Co., it was just me, a lot of cream soda, and a healthy appetite for McDonald's. I started this thing with nothing but the confidence that I could eat like a raccoon out of garbage bins if I had to, and I’ve done it more than once. Because when you’re building something from scratch, survival is part of the budget.

And yeah, I took massive risks. The kind of risks that make people either whisper "that guy’s unhinged" or ask for my card. Like when I bought a billboard that said, "Need a Traci Lords Idea?"

It wasn’t about being edgy for the sake of it, it was a statement. I wanted to say, in a single glance, that we were bold, creative, a little dangerous, and very, very effective. That we would give you the kind of ideas that feel almost too wild to work, until they do.

That’s always been the DNA of The Idea Integration Co.: high-risk, high-reward marketing that hits like a punchline and lands like a payday. We’re not out here recycling best practices, we’re making new ones.

I did Zoom calls from a bubble bath. Spoke at 200+ conferences where I opened every talk by telling the audience they were lucky I even showed up and followed up with a 9/11 joke. Not to be a diva or a jerk but to set a tone. To get their attention. To create a little friction so they listen. And it worked. I’d drop one-liners, hard truths, and case studies that made jaws drop, and I’d walk away with two more speaking gigs every time.

Because back then, I only had to bet on myself. And when the only person you might disappoint is you, you swing harder. You try the weird thing. You say the outrageous line. You go full bubble bath on a client call because why the hell not? Hygiene is important, right?

And then… we grew up.

This November marks 18 years of The Idea Integration Co. That’s old enough to vote, buy a lottery ticket, and get kicked out of your parents’ house. And honestly? The last 5 have been hard.

We haven’t been a one-person show in over a decade. Now there are salaries. Healthcare. People with mortgages who count on this company. And I love them, well most of them, I really do, but it changes how you think. When it was just me, I could bet the farm on an idea because the farm was an old desk in my basement. Now the farm has benefits and Slack channels and an HR binder....ok there are no HR rules but that is another post.

So yeah, I’ve gotten safer. Not in the work, our client campaigns still slap. They still start conversations. They still make people laugh, think, and occasionally question their life choices. But me? I’m more calculated now. Less bathtub, more cardiagans.

I’ve done over 300 appearances on the Beancast Podcast. In the early days, I was silly-smart-joke. Now I show up trying to be the smartest person on the mic. To prove something. To dominate. And I ask myself: does that make me a bad person?

Honestly? I don’t think so.

But I do think it means I’m playing it safe.

And safe has never been my strong suit.

I still slip, still say inappropriate things in meetings and emails that make my team laugh and quietly pray our imaginary HR didn’t hear. But whatever you think is unhinged about me now? That’s just the censored version. The one trying to protect the people I care about from my own instincts.

Growing up is a good thing. It’s necessary. But if you’re not careful, it can dull your edges. The trick, and I’m still figuring this out, is how to grow up without growing soft. To keep taking risks that make your stomach flip, but your brand unforgettable.

Because the truth is, the best ideas still come from the version of me who was (still is) broke, (always) hungry, and totally willing to bet everything on a concept. And I’m trying to channel him more these days because my original mantra was always "if an idea is worth getting fired over you should always do it".

Because that guy built something great...and like how Larry Bird once said "I like Earvin, I hate Magic" I really like "Saul!" and dont like always being just Saul, because Saul! never gives a damn what anyone thinks.

If you’re building a brand and feel like you’re stuck in the middle, safe, forgettable, waiting for permission, let’s talk. The Idea Integration Co. helps brave companies break the rules, own the room, and leapfrog the competition.

Email me. DM me. Send a carrier pigeon. Just don’t play it safe.

Because safe doesn’t scale. But bold? Bold gets remembered.