Reader,

Every summer, without fail, I have found a way to make things harder for myself.

It became a tradition I never asked for.

June would roll around, I'd look at my business, and suddenly I'd see the thing that needed fixing before fall.

One summer it was my membership structure. Another summer it was the platform. (The platform was not the problem.) One particularly ambitious June I decided the whole thing needed to be rebuilt from scratch, which is a completely rational conclusion that I absolutely do not recommend making in the middle of what could have been a really fun summer.

There was always something to pull apart. And I was always convinced that this time, if I just got the foundation right, everything would finally click into place.

I kept rebuilding the recipe instead of making the drink.

This summer is the first one in recent memory where I am not going into it with a fix list. My Signature Brand is clear. My offers make sense. My content has a through-line. And somewhere between the Three Lines Workshop I ran last month landing better than I expected and the AI Slop Detector launching itself in a week after my absolutely unhinged Memorial Day weekend, I realized: the foundation held. I just had to show up and work it.

Which sounds obvious when I write it out. It is, in fact, the entire thing I teach. Build the foundation, and everything downstream gets easier. I have said this to clients approximately ten thousand times.

I have now experienced it firsthand, and I have the audacity to find it surprising.

What June looks like from here is genuinely exciting to me. Filming YouTube videos on a cadence I can actually keep. Building out the Brand Bar recipes with the attention it deserves. Getting the Three Lines Workshop in front of new groups and new audiences. Heading to the Kit Conference next week and being actually present instead of mentally cataloguing everything I'm behind on.

A summer where the work has a rhythm because the brand underneath it finally does too.

That's the part they don't tell you about building a Signature Brand. It doesn't just make your marketing easier. It makes your summers easier. Eventually it stops being the thing you're working on and becomes the thing that works for you.

​June is open. Let's pour something good.

This Month's Vibe Check✨

✨ Last Call to get the AI Slop Detector for $47​
I launched the AI Slop Detector last month and the response has been genuinely great. It's a scoring tool that runs your AI-generated content through four pillars and gives you a Gaslight Rating so you know exactly how much to trust what just came out of that chat window before you hit send. Dr. Michelle Mazur said it better than I could: "The AI Slop Detector does more than just detect AI slop. It makes you a better writer." Tomorrow, the price goes to $97. Grab it at $47 while you still can.​

✨ The YouTube Channel Is Actually Happening
I am filming this week, which means we are doing this. I have a lot of feelings about it... excited, nervous, already second-guessing my editing setup, but the channel is launching this summer and I want you there for it. Mixology content, brand strategy, behind the scenes of what running a Signature Brand business actually looks like. Subscribe and then hit reply and tell me what you want to see. I'm building the lineup around what this community actually wants.

✨ Kit Craft + Commerce Conference Bound​
I'm heading to Boise next week for the Kit conference and I am barely keeping it together. I spent years running large-scale conferences professionally, so I know exactly how much work goes into one, which makes me appreciate this one even more from the attendee side. But the real reason I'm losing my mind a little? I get to be in a house with my internet friends, meet people I've only ever seen on a screen, mastermind with people who get it, and cross a new state off my list. Expect very chaotic dispatches from Idaho and let me know if you'll be there!

✨ Bring the Three Lines Workshop to Your People
The Three Lines Workshop is ready to travel and I want to bring it to your audience. Running it last month confirmed what I suspected: people come in thinking they have a messaging problem and walk out realizing they were missing a toolbox. A Credibility Line, a Personality Descriptor, and a Signature Title. Three tools they can put to work the same day. It works as a live workshop, it works on a podcast, it works anywhere you have a room full of business owners who are tired of blending in. If that sounds like your people, reply to this email and let's get something on the calendar.

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June Happenings at The Bar

This month inside The Brand Bar, we're focused on Brand Cohesion: the part of your brand that makes you feel like the same person wherever someone finds you. Here's a sip of what subscribers are working on in June: 🔸 Spotting where their brand sounds like a different person depending on the platform 🔸 Tightening the vocabulary and audience language that shifts between touchpoints 🔸 Closing the gap between the warm, direct voice in their content and the cooler register on their offer pages 🔸 Building recognition from any single entry point, before someone has to look around ​ ​👉 Join The Brand Bar now.​