Most people don’t refer you or things in general (like my book) because they forget. The rest don’t refer you because they’re not sure you’re worth the risk.

That’s the uncomfortable truth.

But what do most brands do? They ask, “Would you refer us?” and take the answer, “Of course!”, as gospel.

No follow-up. No action. No accountability. Just a warm feeling and a slowly dying business.

Yesterday, I had a conversation with someone who asked me, "So, what are you up to these days?" It was a simple, casual question, but it got me thinking—people seem genuinely unclear about what I do for a living.

This isn’t a new phenomenon for me. I’ve always been a bit of an enigma, partly by design and partly because what I do doesn’t fit neatly into a single job title or industry box. Over the years, I’ve built businesses, created marketing campaigns that made headlines, orchestrated brand experiences that changed the way companies engage with their customers, and helped businesses stand out in ways they never thought possible.