Business and psychology were always fascinating to me. I always wondered what led people and businesses to make the decisions that they made.

Was I really choosing McDonald’s solely based on the marketing of Happy Meals or did I just prefer their fries?

I remember being upset with Doritos because every bag of nacho cheese Doritos had less and less nacho cheese in it. I couldn’t imagine how a major company was dropping the ball like this. 

One summer day, on a field trip into Manhattan, I learned that Doritos wasn’t being cheap at all…those was just the bags that were being sold in the projects of the South Bronx. 

Midtown Manhattan Doritos were filled with nacho cheese.

Welcome to location-based marketing…I guess.

Or maybe it was just that big brands didn’t value all of their customers.

Either way, I saw this disparity more and more as I navigated life.

And the further I dove into my career, it was clear to me that I only wanted to work with brands that were passionate about their audiences.

I didn’t want to contribute to the same experiences that I felt growing up. 

And even though this wasn’t popular in the impressions and conversions world of most marketers, it helped me to realize that I was another type of marketer.

…Another Marketing Guy.