The decisions, not the highlight reel.
Sixteen stories about what actually happened — the calls that were uncomfortable, the numbers underneath the announced ones, and one campaign that never ran at all.
Getting noticed without a budget.
Four ways attention gets earned: manufactured, recognized, borrowed and partnered.
The Rivalry That Wasn’t… Until It Was
A $1,500 airplane banner accusing Louisville of loving Nickelback — and why attention strategy sits underneath every other strategy.
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When Iron Maiden Played Soccer
A touring band, a local club, no campaign — but full uniforms. Why the best brands elevate moments they already have.
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A Grateful Evening
JamBase and Live For Live Music covered a USL match. That is a placement you cannot buy.
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Racing Indy Night
The largest revenue-generating item in club history — and it is still running years after I left.
Read →The numbers underneath the numbers.
We Gave Away 46,000 Fewer Tickets
Comps down 73%, paid share from 63.6% to 91.2% — and a club attendance record in the same season.
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We Were Only Measuring 6%
Not 6% of the results. 6% of the media. What changed when it became 63%.
Read →AttributionI Wasn't Hired to Run Man United's Marketing
A league, four clubs, three NFL stadiums and Ticketmaster — all selling the same event, nobody owning the journey. $15.94M later, what attribution actually misses.
Read →Building the people, not the campaign.
Six People to Five Thousand
Founding the Brickyard Battalion in 2011 — three years before the club played a match.
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We Didn’t Translate the Show
Why a translated program is a courtesy, and building a Spanish-language show instead.
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Three MLS Clubs Surrounded Us
We couldn’t outspend Sporting KC, Chicago or Cincinnati — so we went younger.
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I Didn’t Drink. So I Built a School.
A 12-week academy that became a hiring prerequisite at Indianapolis cocktail bars.
Read →Including the one that never ran.
We Started Giving Fans Appearances
Clubs throw a ceremony when a player hits 100 games. Nobody did anything when a fan did.
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The First App Failed
Then we asked why it existed — and got the XI Century Club and The Eleven Q out of the answer.
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A Punk Cover of the State Song
A late venue change became the campaign — with a goal song recorded at the Melody Inn.
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Our Radio Partner Deleted the Archive
Nobody’s KPI was “the club’s history still exists.” That’s why it nearly didn’t.
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The Best Campaign I Built Never Ran
Victory Is Ours was finished and approved for 2020. Then March happened.
Read →Ask about any of them.
Including — especially — the one that didn’t run.
