For the past year, I've been watching, learning, researching, and documenting where the Jeep, Bronco, truck, and off-road aftermarket is headed. I've stayed quiet... but I haven't stopped thinking. Now it's time to get back to doing what I love. I'm once again free to work with any manufacturer, distributor, retailer, startup, or private equity group looking to build stronger brands, develop winning products, and create profitable growth. For more than 27 years, I've lived th

I lost weight using AI. Every year the SEMA Market Report gives the automotive aftermarket a snapshot of where the industry is headed. The 2026 report paints an optimistic picture of a market that continues to prove its resilience despite inflation, economic uncertainty, and shifting consumer behavior. On paper, everything looks healthy. U.S. consumers spent just under $53 billion on specialty automotive parts and accessories in 2025, and SEMA expects the market to return to

Your Marketing Isn't Broken... Your Commercial Trust Is. Marketing has changed more in the last decade than at any other time in modern business. Consumers have more information, more choices, and more skepticism than ever before. They can compare products in seconds, read reviews from thousands of strangers, and verify your claims before your salesperson even has the opportunity to introduce themselves. This shift has created a new reality for every business. Marketing is no

Are you ready for AEO? For more than two decades, Search Engine Optimization (SEO) has been the foundation of digital marketing. Businesses have invested heavily in optimizing websites, targeting keywords, earning backlinks, and creating valuable content to climb Google's search rankings. But the way people search for information is changing rapidly. Today, millions of users are asking questions directly of AI platforms like ChatGPT, Google AI Overviews, and Microsoft Copilot

Let's talk about international brands wanting to enter the U.S. market. I've been having more conversations lately with manufacturers outside the United States who have built strong, successful brands in their home markets and now see America as the next major opportunity. And on paper, I understand why. The U.S. is one of the largest, most competitive, and most opportunity-rich markets in the world. But here's the reality: success in Europe, Asia, South America, or the Middl

I'm not saying PE is bad, I'm saying we can do better. When a private equity (PE) firm acquires a beloved, privately held company, the early press releases are always filled with optimistic buzzwords: synergy, scaling, market acceleration, and next-chapter growth. From the outside, everything looks seamless. Revenue holds steady. Operations run smoothly. The new leadership team says all the right things. But over time, a subtle shift occurs. Customers begin to notice it first

One of the biggest mistakes companies make with product launches is thinking a launch begins the day a product goes live on their website. It doesn't. A product launch starts weeks before the first unit ships. Too many brands quietly upload a new product to their website, make a few social posts, and hope demand shows up. Then they wonder why sales feel slow or why excitement fades after a week. That's not a product launch—that's simply listing a product for sale. The best pr