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Untapped Profits
Untapped Profits

Dispatches for Explorers

Hard lessons on digital stategy, AI-powered systems, and smarter strategic growth.
Split image of the same phone showing two outcomes — a dark screen with missed calls on the left and a lit screen with returned calls on the right

He Called 100 CEOs and 10 Called Back. Then He Changed One Thing.

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Split illustration of a suburban home. Left side shows a pristine house with a tiny sticker in the window. Right side shows the same house overwhelmed by an enormous, poorly lettered DRIVE CAREFULLY sign covering the front yard.

The Ugly Sign Experiment: How a 3-Inch Sticker Made 76% of People Say Yes to Anything

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Woman sitting on couch at night scrolling through her phone, looking uncertain — illustrating how economic uncertainty affects buyer behaviour and consumer hesitation

Why Uncertain Buyers Don’t Respond to Better Marketing (And What They Do Respond To)

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llustration of a monk's writing desk with manuscript and candle; the monk's shadow on the wall is shaped like a person at a laptop

You’re Living Through a Renaissance. You Just Don’t Know It Yet.

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A sealed proposal document sitting untouched on a dark desk — the moment between sending and hearing back that most small business owners are stuck in

Your Proposal Isn’t Dead. You Just Think It Is.

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Two identical storefronts side by side — one with a long queue of customers, one empty — despite displaying the same "Trusted, Experienced, Affordable" signage.

Why Your Marketing Stops Working (Even When You’re Doing Everything Right)

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An iron railway switch lever at the divergence point of two tracks, one leading to a distant horizon, the other curving away out of frame

The Question Peter Drucker Said You Can’t Afford Not to Answer

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A physical dial positioned in the "safe" setting, casting a shadow over what it's holding back — illustrating a Google Ads cost-per-acquisition cap that looked like protection but was restricting campaign performance.

The Safety Setting That Was Costing You Leads. We Found It With AI.

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A hand carefully adjusting a small clay figure under warm studio light, tools visible on a dark workbench behind

The Sextopus Strategy

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A simply set dining table with a wine glass and a menu card reading "Red or White" — the scene from Elmer Wheeler's 1937 hotel test that proved "which" outsells "if."

Don’t Ask If. Ask Which. The 1937 Rule Nobody Ever Proved

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A weathered hand holding a precision micrometer caliper, its jaws closed around a folded piece of paper — the act of measuring applied to the written word.

The Claim Nobody Believes. And the Number That Fixes It.

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A weathered harbour pier post photographed at low tide, the current waterline sitting significantly below a prominent tide mark stained into the wood — a visual metaphor for a business whose revenue continues but whose growth momentum has quietly receded, leaving an irrefutable mark of where things used to reach.

Your Revenue Is Growing. Your Business Might Not Be.

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Two men in a 1960s hotel bar — one pitching, one listening — evoking the persuasion scene from Once Upon a Time in Hollywood.

Stop Selling What You Do. Start Showing Them What Happens Without You.

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A plain handheld radio held in one hand against a dark background — the same object that became 250,000 Pocket CBs once someone found the right concept for it.

You’re Not Marketing Your Product. You’re Marketing Its Description.

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A theatrical spotlight illuminates a small business storefront, representing the idea of engineering a press-worthy moment rather than waiting to be discovered.

Stop Waiting to Be Discovered. Here’s How to Engineer the Press Moment That Makes Coverage Inevitable.

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A single water droplet strikes a dark surface, sending concentric rings expanding outward — representing how one small press placement ripples upward through larger and larger media outlets.

The Honest Version of a Dishonest PR Strategy

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Split screen showing two ads on the same phone: a polished, colour-graded brand video with a cost per result of $87 on the left, and a slightly off-centre talking-head phone video with a cost per result of $11 on the right

Your Best-Looking Ad Is Probably Your Worst Performer

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A hand holding a phone mid-scroll, thumb frozen on a piece of content — capturing the precise moment between stopping someone and losing them again

You Stopped Them. Then You Lost Them.

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A laptop screen showing a Google review reply box with a half-written defensive response and a cursor hovering over the delete key

What a 1920s Gangster Taught Me About Google Reviews

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Two fishermen side by side — one casting a wide net into empty open water, the other dropping a single line into a clearly visible school of fish below the surface.

Your Marketing Is Working. For Your Competitors.

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A closed front door photographed from low angle in near-darkness. A thin line of warm golden light seeps underneath it — vivid, insistent, impossible to ignore. The door is shut. The light was always there.

Sam Jones Didn’t Buy an Encyclopedia

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