Structure

Tag: Visionary Leadership

  • Self-Mastery, Stuckness, and Playing in the Sandbox

    There’s a point in leadership where you realize:

    You’re not just building a business. You’re building yourself.

    I’ve been living that in real time for a couple of years now.

    And last week, I had two conversations with leaders who were standing at the same edge I’ve been learning to cross.

    • Both smart.
    • Both capable.
    • Both stalled.

    No goal. No system.

    Just a gnawing sense of “not good enough.”

    Different roles, different industries—but the same undertone:

    • “I’m doing the work… but I’m not seeing the growth.”
    • “I don’t want to make the wrong move.”
    • “I feel stuck.”

    And I saw it so clearly—because I’ve lived it.

    You get trapped in what I call the sandbox of almost:

    • Doing just enough to say you’re trying
    • Not enough to really move forward
    • Just enough to stay disappointed in yourself

    Why?

    Because deep down, you haven’t decided to go all in.

    That edge of almost…

    • Where you feel busy, but not effective.
    • Where momentum never seems to stick.
    • Where you hesitate—not because you’re weak, but because the cost feels high or unclear.

    The cost of clarity. The cost of commitment. The cost of transformation.

    And that’s when it hit me:

    • Fearing doing the wrong thing IS doing the wrong thing.
    • Indecision IS a decision.
    • Comfort IS the enemy of clarity.

    And the antidote?

    Mastering yourself. You. Nobody else.

    My story recently?

    I’ve been carrying the weight of growing a team, scaling a business, and leading $100M client transformations.

    And I keep asking: Why does this feel so heavy?

    The truth?

    Because I’m not just leading OTHERS.

    I’m leading MYSELF through them.

    That’s the cost of transformational leadership. Pain. Struggle. Breakthrough.

    If I want a team that owns their role, moves with clarity, and acts with conviction—

    then I have to be the model of internal mastery.

    Your team, your family, your friends… they aren’t listening to your advice. They’re watching what you do. Who you are. Who you become.

    If they see you:

    • Sleeping well
    • Eating healthy
    • Working out
    • Limiting or eliminating self-medication
    • Speaking calmly
    • Not overreacting, overreaching, or over-functioning

    They’ll see the shift in your leadership:

    • From doing → to forming
    • From controlling → to coaching
    • From pressuring → to presence

    If you’re building a business, family, or legacy…

    You have to build the builder first.

    That’s you. And that’s me. That’s US.|

    Me?

    I’m not just scaling a company.

    I’m building belief. Vision. Ownership. Simon.

    And it all starts on the inside.

    This is the battle.

    And I’m all-in.

    Are you?

  • Don’t Carry Your Company Alone: What I’m Learning About Leadership, Ownership, and Letting Go of the Weight

    Over the years, I’ve noticed something in how I lead—and in how I work with my team.

    I’m a visionary. A builder. A quick-start. A coach at heart.
    And when I believe in someone, I go all in.

    I cast the vision.
    I bring the fire.
    I chart the path.

    And then… when they hesitate, get overwhelmed, or drift—I fill the gap.
    I clarify. I coach. I push. I carry.

    And it works—until it doesn’t.
    Until I realize I’m no longer building with people.
    I’m building for them.

    The Pattern That Keeps Repeating

    I see potential. I feel their hunger. I speak into their future.
    But when results don’t come, I step in again.

    • I give more clarity
    • I offer more direction
    • I take on more emotional weight

    And here’s the trap:
    It feels noble, but it’s exhausting.
    It feels like leadership, but it’s often over-functioning.

    And it always leads to the same place:
    Resentment. Confusion. Misalignment.

    The Real Issue Isn’t Them. It’s Me.

    I used to think the problem was underperformance.
    Then I thought it was lack of follow-through.
    But now I see it:

    The issue is my default to carry what others haven’t chosen to own.

    That’s not on them. That’s on me.

    It’s my fear of slowing down.
    My discomfort with drift.
    My impatience with watching someone struggle through their own fog.

    So I step in.

    But that creates a culture where people can believe in the vision without embodying it.
    Where clarity is always external.
    Where ownership is optional.

    And that’s not what I want.

    This Isn’t a Tactics Problem

    In business, we love to solve with tools.
    Tweak the system. Add a new KPI. Try another framework.

    But this isn’t a system problem. It’s not about prospecting or process.
    It’s about self-leadership—theirs and mine.

    The real bottleneck is always identity.

    And the real shift I’m making isn’t about doing less coaching.
    It’s about doing less carrying.

    So What Now?

    I’m learning to ask myself:

    • Am I leading someone… or lifting them?
    • Am I giving them clarity—or robbing them of their own process?
    • Am I creating growth—or just compensating for discomfort?

    I don’t want a team that relies on me to move.
    I want a team that rises with me to lead.

    That means I stop fixing.
    Stop chasing.
    Stop filling every gap.

    And start creating the kind of culture where people show up fully—because they’ve chosen to.

    The Bottom Line

    I’m not here to carry people to results.
    I’m here to build a culture where people choose growth for themselves.
    Where ownership isn’t gifted—it’s claimed.

    Because I believe in transformation.
    And transformation doesn’t happen when I do the work for you.

    It happens when you say: I’m ready.
    And when I say: Let’s go.

  • Project Visible Mastery: How Fitness Transformed My Business (and My Life)

    Today I want to reflect on how fitness and physical development tie directly to personal growth, and even more so, professional development.

    For a long time, I brushed it off.

    “Exercise is important,” they said. It sounded like another obligatory checklist item—like when Christians say, “You need to read your Bible.” It felt like pressure or judgment, not something meaningful.

    But that mindset? That was ignorance. Straight up.

    The Shift

    There is a direct line between fitness and professional growth. Not just success (because success is a messy mix of grit, timing, and luck), but real, tangible growth.

    I love the quote: “Business problems are just personal problems in disguise.”

    Let me show you how true that’s been for me.

    May 2022 vs. May 2025

    Three years ago, I was 190lbs, constantly sick, and battling chronic sinus infections (caused by drinking too much).

    • Hungover and anxious almost daily.
    • My business was stuck at $250K/year, with no clear direction.
    • I looked to my dad for vision and didn’t get it. I was angry, bitter, and frustrated.
    • I felt stuck and reactive—to clients, to family, to friends.
    • My parenting was filled with unspoken expectations and pressure.
    • We were driving a 2003 Mazda MPV I maintained myself (I’m no mechanic).
    • Our family had just spent a month in Tucson trying to escape our rut.

    Now?

    In May 2025:

    • I’m 160lbs, healthy, and rarely get sick.
    • I sleep 7.5–8 hours a night, wake at 5:30am, and rarely drink.
    • I run a $1M/year business with a clear path to $10M.
    • I have three coaches and a team of five.
    • My 20-year vision is clear, and I have the strategy to back it.
    • I lead my family with curiosity and coaching, not judgment.
    • We drive a 2017 Suburban, not fancy but someone else maintains for me.
    • We live in Scottsdale, AZ, and my life—inside and out—is entirely different.

    What Changed?

    A year ago, on a hike with my client Max, I said something that became a turning point:

    “Running changed my life.”

    But it wasn’t just running. It was fitness as a whole.

    Running forced me to stop drinking. To eat better. To sleep more. To lift weights and avoid injury. To set goals and track them.

    Fitness transformed me physically and mentally.

    And that transformation? It bled into every other area of my life.

    Fitness = Business

    Building a healthy body and building a healthy business follow the same rules:

    • Consistent inputs
    • Measurable outputs
    • Time

    The process is the same.

    But here’s the kicker: if I had only improved my business systems without improving myself, I would’ve kept sabotaging my own progress.

    By working on me first, I became the kind of person who could build something great.

    That’s why I say:

    “Your business will never outgrow you.”

    I’d take it further:

    “Your family will never outgrow your failure.”
    “Your future will never outgrow your fear.”

    These may sound intense, but they’re what I’m living into right now.

    From Complaining to Mastery

    A mentor once told me:

    “Complaining is fighting harder for your limitations than your possibilities.”

    I used to complain. A lot.

    But what changed my trajectory was deciding to:

    • Ask for help (instead of complain)
    • Own my sh*t (instead of blame)
    • Face my fear (instead of run)
    • Invest in myself (instead of objects)

    Why Some People Seem Untouchable

    People often look at elite performers and say:

    “It must be luck. Or maybe they had it handed to them.”

    No.

    The real elite have mastered themselves. They’re obsessed with being the best version of themselves. They run on internal standards, not external validation.

    They live what Yvon Chouinard described:

    “A master in the art of living draws no sharp distinction between work and play… he simply pursues his vision of excellence… and leaves others to determine if he is working or playing.”

    Dan Martell echoed this with:

    “Looks like work. Feels like play.”

    That’s the goal.

    The System: Project Visible Mastery

    I’m running on a system right now. Not motivation. Not hype.

    Because let’s be real:

    • At 5:00am, I’m more enthusiastic about staying in bed than going to the gym.
    • After dinner, I’m more excited about dessert than a protein shake.

    But I have a framework:

    • Inputs: Daily Non-Negotiables (fitness, food, sleep, reflection)
    • Outputs: Measurable goals (visible abs, bicep vein, weight, lifts, energy)
    • Feedback Loop: Weekly reflection, journaling, and adjustments

    Sound robotic? Maybe.

    But for me, it’s freedom. It’s discipline. It’s growth.

    “How you do anything is how you do everything.”

    If I’m playing big in my health, I’m playing big in my business. If I’m growing in my personal life, I’m growing in my leadership.

    The Deeper Truth

    You don’t just improve the systems you own in isolation.

    You grow them by growing you.

    And yeah, you can build a business that runs without you. But if you implode, disappear, or lose your identity… what then?

    Your business is personal.

    You sleep in the bed you made. If it sucks, you suck. If it’s baller, you’re baller.

    That’s ownership.

    Final Reflection

    I’m calling this journey Project Visible Mastery. A mission where my external fitness is a symbol of internal alignment.

    Visible abs. Bicep vein. $10M business. Thriving marriage. Powerful parenting. True peace.

    Not either/or. Both.

    Because when your health improves your business, and your business improves your health—that’s the loop that compounds.

    And everything transformational? It usually starts by going backwards.

    Let’s build from there.

  • How I’m Building a Movement with My Mission—Not Just a Personal Brand

    I’ve spent my entire career creating content.

    Blog posts. Podcasts. Newsletters. Webinars. You name it.

    I’ve taken brands from zero to millions of site visitors. Built massive followings. Had viral blog posts and million-view YouTube videos. Every format, every platform.

    And yet…

    I’ve always struggled to create content for myself.

    Maybe you find yourself in a similar situation.

    I could create for others. For brands. For campaigns. For growth. But when it came to creating content around me — my thoughts, my voice, my journey — I froze.

    It always felt flat. One-dimensional. Not real.

    I tried. God knows I tried. Podcasts, blogs, videos, social posts. Since the day we launched Structure, I’ve been trying to give it depth. But something always held me back.

    Part of the problem? I’m a writer. A picky one. No one could ever write it quite right. No one captured my voice, tone, depth, or intent.

    No matter how many editorial guides I created… it never quite hit.

    Early on, I didn’t really know what I was great at. Structure was doing whatever companies needed. But in the last few years, I’ve gotten painfully clear on my own strengths, weaknesses, superpowers, and blind spots.

    And that’s helped me clarify the kind of content we actually should be creating—for clients, and for ourselves.

    One of my biggest unlocks came from something I call the Content Cascade. It’s a model I built (inspired by Gary Vee, Joe Rogan, and other high-output creators) where:

    • One long-form piece becomes the source.
    • That gets broken into blogs, emails, social clips, and more.
    • Others help distribute. The fire gets multiplied.

    This unlocked scale for our clients at Structure.

    But it still didn’t solve me.

    Because at the core, I held a belief: “If I want it done right, I have to do it myself.”

    Turns out that belief was strangling me. It kept me stuck in what I wasn’t best at, obsessing over every detail instead of simply showing up.

    Worse: I started to believe **”I suck at content.” ** Which is insane—because I’ve built content machines that reach millions.

    But that belief formed a loop:

    • I’d avoid.
    • Then overcontrol.
    • Then stall.

    And all the while, I knew deep down: this wasn’t about content.

    This was about me.

    The Realization

    Last week, Jackson (our sales and marketing leader) said something that hit:

    “The content we’re putting out still doesn’t have the depth. It’s not quite you.”

    That cut deep. Because it was true.

    He’s helping us move forward. He’s keeping things alive. And he’s good.

    But I realized something important:

    When you create around a brand, you can stay surface-level. But when you create around a person, it demands depth.

    People are messy. Dynamic. Multidimensional. And that’s what makes them powerful.

    That’s also what makes them hard to write for.

    And I realized—maybe for the first time:

    It’s not that I struggle with content. I struggle with myself.

    With how much truth I want to share. With how vulnerable I’m willing to be. With how much of my actual journey I’m willing to live in the open.

    Enter the Character Diamond

    Dan Martell dropped something that codified the missing piece for me. He calls it the Character Diamond:

    1. Superpower — What you’re exceptional at.
    2. Kryptonite — The shadow side of that gift.
    3. Behind the Scenes — The messy, unfiltered process.
    4. Mission — The deeper why.

    Here’s mine:

    • Superpower: Visionary growth. Seeing the future. Creating clarity where there was confusion.
    • Kryptonite: Command without connection. Pushing too hard. Driving over people instead of with them.
    • Behind the Scenes: I’m on a mission to scale Structure to $10M in 3 years. And the process is messy.
    • Mission: Business is personal. Relationships determine results. I’m building legacy through people, not just profits.

    And when you look at that all together, you start to see the arc. The story.

    And most importantly—the movement.

    The Model: My 4 S’s of Stacking Success

    This framework landed for me in a way I didn’t expect. It’s how I operate:

    1. Start — I spark the fire. Quick action, vision, energy.
    2. Shape — I hand it off, give structure, and set direction.
    3. Superpower — I re-enter to inject clarity, energy, and alignment.
    4. Scale — I build systems and people to grow it beyond me.

    This isn’t regression. This is rhythm. This is how I build.

    And that’s where I am with content right now: I’m in the Superpower phase. Not fixing. Elevating.

    So What Now?

    I’m done chasing perfect content.

    I’m becoming a Movement-Maker rooted in:

    • Reflection
    • Rhythm
    • Realness

    Here’s what that means for me:

    • 1 long-form reflection per week (like this)
    • 1–2 short-form sparks drawn from real life
    • My team builds the system around my rhythm

    This is how I finally show up consistently, strategically, soulfully.

    This isn’t extra work. It’s just an extension of my life.

    Final Thought

    I don’t want to impress. I want to document the tension I live in—and share the clarity.

    That’s where movement lives.

    I’m not just building Structure. I’m igniting a movement—around the ideas, patterns, and growth that are changing how people live, work, lead, and grow.

    And it starts by showing up. Not with polish. But with presence.

    Let’s build it in public. Let’s go pro. Let’s make it real.

  • Disrupt or Die: Winning with Disruption Market Strategy

    Disrupt or Die: Winning with Disruption Market Strategy

    Have you ever felt overwhelmed by competition, market shifts, or economic pressures? Do you find yourself constantly looking outward, wondering how to keep up and if it’s even possible to win with a disruption market strategy? You’re not alone.

    The good news is that this feeling isn’t inevitable. The answer isn’t to react, but to realign with an integrated market disruption strategy. Here’s what I mean…

    When I started Structure, I reacted to everything. And, no surprise, our clients did too.

    In the early days, I was fixated on what others were doing—chasing trends, endlessly comparing myself to competitors, scrambling to keep up. But I don’t do that anymore because I don’t have to—and the truth is, neither do you.

    My change of mind didn’t come from discovering a trick to drop prices, finding an untapped niche, or benefiting from a lucky break. It came from a moment of clarity when I realized the real obstacle wasn’t “out there.” It was “in here” (pointing to my heart). The issue was internal—rooted in who I was, what I stood for, and how my team and company showed up in the world.

    In short, I wasn’t bold enough to declare what truly mattered to me, what I wanted my business to stand for, and who I wanted to serve. But once I did, everything changed.

    You’ve probably heard the phrase, “Grow or die.” If you’re not growing, you’re dying. But I’ve come to see it more fully: disrupt or die. If you’re not disrupting—starting with yourself—you’re already on the path to decline. Disruption isn’t just a one-time fix, and it doesn’t start with market positioning. It starts within, by aligning deeply with your vision, values, and impact. It starts by shaking up what’s “normal” and embracing what’s “valuable.”

    Let’s dive into what that actually looks like for you and your company.

    Market Disruption Strategy – Shifting from Comparison to Clarity

    Right now, you might feel like you’re trapped in a cycle of comparison.

    If you’re measuring success by what competitors are doing, watching market trends, or evaluating yourself against industry standards, you’re looking in the wrong place. Here’s the truth: the more you’re fixated on these external markers, the more you sacrifice the internal ones.

    True market disruption strategy—the kind that positions your company as a leader—begins when you shift your focus from controlling external outputs to mastering the clarity of your vision, values, and how you deliver value.

    For me, this understanding didn’t come overnight. In Structure’s early years, we were obsessed with keeping up—comparing strategies, adjusting prices, and making sure we “fit in.” But every time we looked outward, our vision shrank. Our future got smaller. Every day, I could feel our confidence waver, and it was exhausting.

    Ultimately, we were losing sight of our core belief that Business Is Personal™. That phrase isn’t just a catchy tagline; it’s our promise—to treat every client, team member, and interaction with authenticity, vulnerability, and humanity.

    Rediscover & Realign with Your Core Beliefs

    I remember pacing around my bedroom one holiday, feeling utterly stuck. 

    It was Labor Day, and while everyone else was enjoying their time off, I was spiraling. I felt like I’d hit a wall. I couldn’t ignore the truth any longer: I didn’t know who we were as a business anymore, and I couldn’t see a way forward. The only thing I could think to do was go back to where we’d started—back to that original belief that business is personal.

    That moment was a breaking point. I realized I had to make a decision: continue chasing what the market, my team, or my LinkedIn feed “wanted,” or step back, realign with our values, and rebuild something I was proud of—something that made a mark. Even if it meant breaking from norms.

    Amplify What Sets You Apart

    This decision to “go back” to our beliefs wasn’t just a mental shift for me—it was a cultural shift for our entire company. And little did I know, it was the lifeline we needed. Once we refocused on what we believed, everything changed. I began to lead with clarity, make decisions without second-guessing, and finally see a future I wanted to be part of.

    Within 12 months, we doubled revenue and tripled our team. All this happened while revamping operations and letting go of clients that weren’t the right fit—not to mention, we were navigating an election year and mortgage rate spikes. Go figure!

    When we parted ways with half our clients, it felt risky—but those who remained shared our vision, creating partnerships built on trust and shared values.

    Practically, this is what Mike Michaolowicz’s Pumpkin Plan strategy is all about. His approach is to, “Focus your attention and energy on your core client group and serve them so well that they start to clone themselves.” Just like growing pumpkins, some stay small and “normal” while others grow into truly remarkable showpieces. The difference? Focus on only the things that make the pumpkin grow to achieve its full potential, and eliminate the rest. In time, the pumpkin will be an outlier to the entire patch.

    The lesson: stop measuring success by doing what others are doing. 

    Instead, focus on what makes your company unique. Success isn’t about outdoing competitors; it’s about amplifying the values only you can bring to life. When your vision and values drive your decisions, growth becomes an inevitable outcome.

    Escaping the Commodity Trap is a Market Disruption Strategy Secret

    The easy road is to become just another option, competing solely on price and struggling to stand out.

    Here’s the hard truth: when you’re indistinguishable, you’re forced into low-profit, high-stress work, constantly fighting to keep clients from choosing the next cheapest option. This is the trap of “commodity thinking,” and if you’re caught in it, you know exactly what I’m talking about. It’s exhausting.

    At Structure, we’ve faced this challenge head-on with ourselves and our clients. Here’s what we’ve done.

    First, we started by getting clear on what we stand for: business is personal. I don’t just want to deliver results—I want to transform our clients’ businesses in a way that feels genuine, human, and deeply impactful. This isn’t just a slogan; it’s our foundation. By choosing to be uniquely ourselves, we naturally positioned ourselves as a high-value partner, attracting clients who resonated with our approach and were excited to invest in it.

    How Warby Parker Disrupted Eyewear with Accessibility & Impact

    In the crowded, competitive eyewear market market, Warby Parker entered with a bold, value-driven mission: make high-quality glasses affordable and accessible, while giving back to communities. 

    By establishing a one-for-one model—where each pair of glasses sold equates to one donated—they disrupted a market dominated by a few high-priced players. 

    Their commitment to social impact and affordability didn’t just build a customer base; it built a community of supporters who believe in the brand’s mission. And while Warby Parker does provide affordable eyewear, it’s not cheap. Their success shows that companies who prioritize accessibility and transparency—over price competition and commoditization—can create lasting loyalty, even in crowded markets.

    If You Have to Compete, Compete on Values

    Recently, a client came to us asking for a discount, caught in their own cycle of commodity thinking. 

    Instead of negotiating price, I challenged them to focus on value—on output, outcomes, and results. We worked to uncover what made both of us truly unique, and they began to see us (and themselves) differently. We were no longer just “another option.” 

    What’s better is they left, empowered to become a leader in their own space, competing on value and drawing customers willing to pay a premium.

    What would happen if you stopped competing on price and started leaning into your unique vision and values? 

    Breaking free from commodity thinking isn’t easy, but when you align with your core strengths, you’ll find yourself building lasting value instead of chasing the next quick win.

    Be a Product of the Product

    Authenticity isn’t a marketing tactic. It’s a long-term growth strategy that sparks breakthrough success.

    When you lead with authenticity, you attract customers who believe in what you stand for, who trust your vision, and who are loyal because they see something real. Authenticity isn’t just a differentiator; it’s a multiplier. It draws the right clients, empowers your team, and sustains long-term success by creating relationships that last.

    Authenticity is a Key Market Disruption Strategy

    I’ll never forget watching a friend turn down a multi-million dollar contract. 

    He was being offered everything—recognition, income, a massive platform—but it didn’t align with who he was. 

    That choice didn’t just protect his integrity; it solidified his mission. Soon, people noticed that he stood by his principles, and his authenticity drew new clients who trusted he was true to his word. They weren’t buying what he sold; they were buying who he was.

    Prioritize your values, even when it feels risky. 

    Authenticity is more than a buzzword; it’s a strategy. When clients see that you’re genuinely aligned with your values, they’re not just buying a product—they’re investing in a relationship. They’re choosing you for who you are, not just what you sell.

    3 Key Action Steps to Lead Market Disruption from Within

    Now that we’re clear on the importance of internal focus, here’s how to become a market disruptor by beginning with your life, your team, and your business.

    Step 1: Clarify Your Unique Value

    Take a step back and ask, “What am I the best in the world at?” 

    This isn’t about comparing yourself to others; it’s about amplifying your strengths. Know what makes you unique, and then build relationships with clients who resonate with those qualities. When you’re clear on what you’re bringing to the table, you’ll start attracting clients who value it too.

    Crossing the Starting Line

    Practically, the best way to clarify your unique value (other than ask the question above) is do a time and energy audit. 

    In this process, you’ll want to:

    • Log everything you do in 15 minute increments for 2 weeks. 
    • At the end of each day, add 1 – 4 dollar signs ($) to represent the value of the task. 
    • Highlight each in GREEN (gave energy) or RED (took energy).

    Then, spend as much time as possible doing the things that give you energy and are of high value. Everything else can be replaced or delegated.

    Step 2: Focus on Input Metrics

    Too often, businesses measure success by outputs they can’t fully control—sales, leads, or market trends. 

    Instead, measure success by your internal alignment: How well does your work reflect your vision and values? What are you doing each day to build toward that bigger goal? When you control your input metrics, you’re building a sustainable foundation that external factors can’t shake.

    Crossing the Starting Line

    How you start is by defining your output metric. What do you want to achieve?

    Then, you’ll want to reverse engineer the process, working backwards to define metrics and milestones all the way to the first thing you need to do to start the process. This is your “input metric—we call this your Lead Domino Metric™. 

    This is the domino you are in full control of to push over and, assuming all the dominos are lined up, you’ll get what you want at the end. Know what it is and push it over.

    Step 3: Think in Decades, Not Days

    Imagine what you want to build over the next 10 years. 

    Picture the clients you’ll serve, the team you’ll build, and the legacy you’ll leave. At Structure, we anchor everything we do for ourselves and our clients in a long-term growth strategy that includes a 10-year vision and 3-year mission, reminding ourselves that growth happens through transformation, not quick fixes. 

    When you think in decades, you start building something sustainable—something worth protecting and investing in at deeper levels.

    Crossing the Starting Line

    Gather your team and brainstorm a few ways you could take bold action on your values in a way that is abnormal in your industry. By abnormal, I mean “opposite.”

    REI is a great example. They’re known for a commitment to the outdoors and its community of outdoor enthusiasts. In a bold move, the company decided to close all its stores on Black Friday—one of the busiest shopping days of the year—encouraging employees and customers to #OptOutside for the day instead. 

    This campaign wasn’t just a market disruption; it reflected REI’s values around environmental stewardship and work-life balance. The campaign strengthened REI’s brand identity and deepened customer loyalty, proving that putting values above immediate profit can pay off significantly in the long term.

    Shift from Competitive Differentiation to Collaborative Disruption

    Right now, everyone else in your industry might seem like a rival. But what if they weren’t?

    What if your competitors were potential collaborators with unique strengths?

    At Structure, we chose to embrace collaboration over competition. This shift from scarcity to abundance has transformed our business, broadened our reach, and deepened our impact.

    When you see competitors as collaborators, you’re building a network that multiplies value for everyone.

    The Ultimate Disruptors: Authenticity, Alignment, & Abundance

    When people see that your actions match your values, they’re not just investing in a service; they’re investing in a shared vision. 

    This is why Yvon Chouinard’s words resonate so deeply with me:

    “A master in the art of living draws no sharp distinction between work and play, his labor and leisure, his mind and body. He simply pursues his vision of excellence, leaving others to determine if he is working or playing. To himself, he’s always doing both.”

    At Structure, we aim to live by this principle. Our work is an extension of who we are, and this authenticity has propelled our growth. Clients know that when they work with us, they’re joining a company that values them as individuals and shares their vision for something bigger.

    Disrupt or Die: The Choice is Yours

    Here’s my challenge to you: Will you decide to disrupt or let external pressures shape your business?

    Remember, when you fixate on what’s happening around you, you’re vulnerable to every market shift. But when you build on your unique strengths and values, you create a resilient, visionary business that others are drawn to.

    You have a decision to make. Keep reacting to market trends, or start building a company that reflects who you are—a business that stands out, leads, and pulls people toward it.

    The future is big and bright, but only for those willing to create it. Let’s disrupt. Let’s build. Let’s create something extraordinary.

    How Structure Can Clarify Your Market Disruption Strategy

    At Structure, we’re an outsourced marketing partner and IT consulting firm that provides Strategic Workshops, Digital Growth Systems, and Fractional CMO Consulting with one purpose: to help clients create sustainable growth.

    Our clients are ambitious business executives in mid-sized companies across industries like manufacturing, private equity, and transportation. 

    They often face challenges like:

    • Fragmented Marketing Efforts: Lack of a cohesive digital marketing strategy leading to suboptimal results
    • Outdated Technology: Needing digital transformation to stay competitive
    • Scaling Barriers: Hitting a plateau in growth and seeking the next leap forward
    • Market Disruption: Navigating industry disruption and needing innovation partners to adapt

    Through a tailored strategy, we solve these challenges by delivering results in areas like digital strategy, web design & development, IT infrastructure, and content marketing. We implement long-term systems that support sustainable growth and transformational impact.

    Most importantly, we provide the leadership, strategy, and implementation, creating a true white-glove relationship. Instead of building and maintaining a multi-functional team, we’ve already done that and are ready to start. We’re looking for companies ready to partner for the long haul. If you’re committed to creating a deep relationship that drives growth aligned with your long-term vision, we’d love to help.

    Start by taking our free Digital Maturity Assessment™ to see how you score across 10 components of digital maturity. Or, schedule a free Virtual Digital Strategy Session and speak directly with our team.