The right marketing strategy doesn't pitch your brand or sell your product. It clearly states the problems you solve. It connects your solutions to your customer’s pain in a way they can immediately understand and can't resist. 

At Venveo, we're intentional experts in the intersection of who your customer is and where they interact online. I lead our team in creating data-based strategies to build brands that resonate with their audience and cut through the noise so they can be where their customer is when they're researching, sourcing and purchasing building products. 

Throughout my career in digital marketing, I've sat in almost every seat in our agency, and all of that experience has taught me that obsessing about our customers and our customer's customer is the only way to get the results no one else thought possible.

I believe in leading companies to dream bigger, reject the status quo and unlock their potential.

What our clients are saying about Venveo: 

"Knowledgeable and competent from top to bottom." - Founder of an online architecture videos company

"Venveo went above and beyond in many cases to help us determine the best path forward." - Executive for a bathroom fixtures manufacturer

"Their results are consistently better than their projections." - President at a construction company

Beth PopNikolov

The year is 2026. 

Protein creeps into building materials. 

Your driveway suddenly starts making gains 💪. 

No product is safe. Neither is your house. 





#buzzwords #branding #protein

Beth💥 PopNikolov

Your marketing should be a revenue maker—not a revenue taker. Marketing is Sales. Period. | CEO @ Venveo | Brand Champion & Strategy Expert for highly complex B2B industries

New year. Same economic uncertainty for the building materials industry.

I don't need to recap the tariff whiplash or cryptic jobs reports from last year.

But here's what we're actually seeing from folks in the industry: cautious optimism.

Construction spending is projected to exceed $2.2 trillion in 2026, continuing a trend of modest, steady growth.

Most manufacturers and dealers we're talking to expect this year to match or slightly exceed last year's performance.

What's changed isn't the unpredictability or the policy ping-pong, it's how companies are defining success.

In 2026, success means value over volume. Your customers are more selective than ever. They're operating under the same pressures you are: tighter budgets, rising costs, the expectation to do more with less. Add in pricing uncertainty and labor shortages, and every decision carries more weight.

As a result, buyers have less patience for friction and higher expectations for expertise. They want partners who help them make confident decisions without adding unnecessary complexity.

The manufacturers gaining ground are responding by investing in brand clarity, customer service, and digital marketing that builds trust earlier in the decision process.

From a marketing perspective?

Make yourself the obvious choice, faster. In a year where every buyer is being more selective, the brands that win will be the ones customers understand quickest and trust soonest.

The headlines will keep coming. Your job is to keep executing on what moves the needle.

And if you've been doing the work: building trust, reducing friction, staying consistent. You're already positioned to win in this environment.

Are we hitting peak AI Slopification in marketing?

I think so. 

Maybe you’ve seen the headlines: 

❌ McDonald's Netherlands pulled an AI Christmas ad after viewers called it "soulless" and "creepy." 

❌ Coke’s attempt to remake its classic "Holidays Are Coming" spot with AI was roasted for glitchy physics and zero emotional resonance.

❌ And if you spend any time on YouTube, you’ve definitely been served those bizarre, deep-faked "Tai Chi Walking" ads promising 8-pack abs for seniors.

We are getting dangerously close to a world of indistinguishable, infinite content. But right now? It’s mostly just "slop."

This brings up two massive issues every marketing leader needs to face:

1. Your Brand Reputation Is On The Line

Marketers are racing to use these tools for efficiency. But most current AI-generated creative isn't just "not quite there” … it's decidedly mediocre.

Your reputation is built on trust. Quality is what earns that trust. And a lack of quality (say, in your shoddy AI slop ads) is a surefire way to lose that trust. 

So, why are we racing to crank out subpar creative?

90% of buyers  (including those who use AI tools!) say they want media created by humans.

Customers aren’t flocking to your brand because you saved 6 hours making your ads.  

2. Speed Is Not Strategy

Here's the real temptation with AI: quantity before you've nailed quality.

Yes, you can now pump out five social posts a day. But should you?

For most brands, the answer is no.

Focus on creating the content your customers actually need—not a massive volume of content nobody's asking for.

If you don't have solid how-to videos yet, start there. Not with churning out daily reels.

If you're already doing content well, ask: How can I make what I'm doing even better? How can I increase engagement, quality, and conversions before I worry about volume?

AI's real value right now isn't in doing more. It's finally having the bandwidth and resources to do the basics right.

The fundamentals you've been putting off because you didn't have the people or budget? Now you can tackle them. Thoughtfully. Strategically.

Not by trying to become TikTok-famous as a lumber brand.

Are you seeing AI slop infiltrate your industry? What content fundamentals are you finally tackling now that AI can handle the busy work?

Garage doors aren’t just a checkbox anymore for builders. They are a major selling point.

We sat down with Tina Mealer, Director of Marketing at Haas Door, to talk about what builders actually care about right now, and how to shift the perception of a category most homeowners and contractors still treat like tires on a car: required, unremarkable, and replaceable.

Here are a few takeaways worth your time:

➡️ Garage doors as a real ROI lever (268 percent return)
➡️ Why dealers are often the strongest voices in the room
➡️ Builders getting savvier about curb appeal, energy performance, and even wind ratings
➡️ And yes, how influencer content is showing up in builder conversations more than you’d expect

It was great to hear firsthand how a building materials brand is approaching influencer strategy, but even more interesting to hear how closely builders are watching.

They’re not just looking to influencers for inspiration, but for specific materials, finishes, specs, and trends they can apply to real projects. They’re paying attention and turning that insight into real product decisions.

Huge thanks to Tina for joining us and sharing her perspective.

Highly recommend you check out the work she’s doing at Haas Door.

Full episode linked below ↓

And just like that, we’re back on the road. 

Who’s going to be at the Builder’s Show in Orlando? 

After that, we’re onto JLC Live in March.

What’s on your trade show schedule this season? 


#IBS2026

Gensler just released its annual design forecast, and it names what a lot of architecture firms are experiencing: 

AI is dramatically accelerating the parts of architecture that have historically absorbed billable hours: concept generation, massing studies, layout exploration, rapid iteration.

Work that once required large teams and long timelines now happens in a fraction of the time.

That doesn't make it unimportant. It makes it less scarce. And when time-based expertise stops being scarce, its value changes.

When AI compresses production work, value doesn’t disappear, it relocates.

It concentrates around judgment, synthesis, and decision-making. Helping clients understand trade-offs. 

Connecting design choices to outcomes. Taking responsibility for direction, not just generating options.

This isn't unique to architecture. AI compresses production-heavy work across marketing, product, and creative teams and exposes a bigger question: what are you actually being paid for?

For building materials brands, this matters. Faster early-stage design means decisions happen earlier. Influence moves upstream. Products enter the conversation when direction is still being shaped, not after choices are locked in.

AI raises the floor on execution. It also raises expectations around clarity and expertise.

The firms that win won't defend their process. They'll be explicit about their thinking.

Curious how others in architecture, AEC, or building materials are experiencing this. Are you seeing value move earlier in the process?

If 2025 was the year of AI panic, 2026 is where we actually (start) to figure this out.

Marketing Brew just asked CMOs from Intuit, Adobe, BetterHelp, and Zappi how they're thinking about AI for the year ahead.

Their biggest themes are exactly what you’d expect: How to show up in consumers' AI tools (AEO, GEO, LLMs) and training teams to actually use these tools effectively. 

Here's what stood out to me most.

These leaders are calling for the need to draw a clear line between what AI should do … and what marketing still requires from humans.

Intuit's CMO put it perfectly: "Execution is increasingly automated, so our teams' value comes from what AI can't do: deep customer insight, strategic judgment, and creative curiosity."

That's the actual strategy right there.

AI handles the execution. Humans own the insight, the strategy, the judgment calls that move the business forward.

If you've felt enormous FOMO this past year about mastering AI, here's the reality:

Every marketing team is still figuring this out. 

Adobe's VP of integrated marketing says her top priority is "giving people permission to experiment" and helping teams "test various tools, summarizing documents, refining messaging." 

We're all in the learning phase. But the direction is becoming clear.

Stop trying to be an AI expert. Start building teams that know when to use it and when human judgment matters more.

What's your AI strategy for 2026? Are you focused on the tech or the humans using it?







#AI #marketing

Last week when I predicted that TikTok's new owners would break the platform, I didn't think it would happen THAT quickly 🤔. 

While I'm not a software engineer, I know enough about marketing and algorithmic feeds to be skeptical that a simple 'power outage' could cause such a radical change to the entire user experience. 

This is the exact reason we diversify our channels. If TikTok is a part of your 2026 marketing plan or you’re already there and this is making you jittery, here are a few tips to hedge your bets: 

⬩Cross-promote aggressively: Use your TikTok profile (while it functions normally) to direct people elsewhere. Pin a video telling followers where to find you next, update your bio with links to YouTube/Instagram, create a simple landing page with all your channels. Do it today, so that if you need to make a transition, you’ve already laid the groundwork. 

⬩YouTube Shorts: If you're already making short-form content, this is a no-brainer. Just remember, YouTube is a search engine first, so optimize your titles and descriptions like you would a blog post. SEO principles matter here.

⬩Keep an eye on emerging platforms: Marketers love shiny objects, so don't bet the farm yet … but UpScrolled is emerging as a possible contender depending on how this transition shakes out. Stay curious, test small.





#TikTok

If you were enjoying Christmas with your family instead of obsessively tracking TikTok news, here's what you missed:

TikTok's getting new American owners. Oracle, Silver Lake, and MGX are taking a combined stake in the U.S. operations. The deal's supposed to close late this month. 

Here's what matters for marketers:

The algorithm stays, but it's getting retrained on U.S. data. What does that actually look like in practice? We don't really know yet.

Could be a minor hiccup. Could be fundamentally disruptive to content performance. Hard to say until we see it play out.

Here’s my unfounded but most likely accurate prediction: they’re gonna kill it. 

Is there anything about Oracle that screams "fast, high engagement, trendy, understands Gen Z"? No. 

Everything about them is enterprise software. Giant, bloated, sterile. Unless they're smart enough to hand this over to people who actually understand the platform and stay out of the way, this could go sideways fast. Time will tell. 

If TikTok is a key channel for you, just keep an eye on your metrics over the next few months. Watch for any shifts in engagement or reach patterns.

One thing worth noting: TikTok seems to be pushing LIVE hard. They hosted their first-ever awards show as a live stream and gave major recognition to LIVE creators. If the new ownership doubles down on this, LIVE could become a much bigger growth lever in 2026.

Might be worth testing if you haven't already.






#tiktok #aquisitions

Trying to get a real read on the housing market heading into 2026?

It’s tough to know which headlines and data points actually matter. 

One data set worth paying attention to is the latest Employment Markets to Watch Index from Zonda. 

It highlights metros where population growth and employment trends are still supporting housing demand.

Their top three markets this year:

📍 Charleston
In-migration remains strong, demand hasn’t cooled evenly, and supply is still tight. That imbalance is beginning to show up in pricing and product mix.

📍 Columbia
Not flashy, but steady. Employment stability and relative affordability are keeping activity consistent while other markets swing.

📍 Columbus
Population growth paired with long-term job investment. Less about short-term spikes, more about staying power.

The bigger takeaway isn’t which city wins. It’s that national averages can hide what’s actually happening market by market.

A high-level view can hide where momentum is actually building, and bellwether cities like these tend to show it first.

If you’re in building materials or construction, this kind of market-level view is becoming less optional. Strategy, inventory, and sales alignment all change when growth isn’t evenly distributed.







#housing #construction

$60 per 1,000 views and very little performance data.

3X the CPM of Meta.

These are the early numbers coming out on what it will cost to advertise on ChatGPT.

On the surface, that's a fortune. But there’s never been an ad platform with this level of contextual relevance before.

This is par for the course for a new platform testing pricing and what people are willing to pay. 

And we should expect to see their ad prices flex way up and way down in the coming months as they figure out just how much people are willing to pay. 

Eyeballs are one thing. What businesses are really willing to pay for, is actions. 

Conversions from ChatGPT ads is the metric to watch to see if they’ll be able to justify the premium pricing over the long term. 

If intent is truly that high, the math might actually work …






#ChatGPT #Ads

In honor of the Builder’s Show being right around the corner, I’m resurfacing this slightly sarcastic but important reminder ⬇️

And this year, I’ll add one more tip: follow up.

The most important thing you can do after a conference is follow up with the right connections while the conversations are still fresh.

If nobody on your team uses a CRM, use a shared Google Sheet. Jot down names, companies, what you talked about, and why the conversation mattered.

Every business card you collect is an opportunity to nurture a relationship.

And that opportunity gets weaker by the day if you don’t act on it.

You’ve flown out, paid for your booth, printed the collateral, booked the hotels.

If the follow-up doesn’t happen, you didn’t attend a conference.

You took an expensive field trip.

 #IBS2026

Friendly reminder to all the exhibitors heading to IBS this week, posting your booth on social with just the caption “come see us at booth #” is not going to drive foot traffic. 

See you guys out there 🫡

#buildersshow #nahb

National Association of Home Builders

I work with mission-driven leaders who are carrying real responsibility—often without much support—and are sensing that the way they’ve been leading is no longer sustainable. Many are founders, non-profit executives, and mission-driven leaders who lead great organizations with small teams. Others are re-entering work after seasons of rest, transition, or change, only to realize how quickly old patterns of urgency and over-functioning return. My role is to help leaders slow down just enough to re-enter their week or the responsibility with intention—so they can lead from wholeness rather than exhaustion, and choose rhythms that allow both their work and their lives to endure.

I most often work with founders, CEOs, and senior leaders—people who carry responsibility not just for their own work, but for the people, systems, and missions they steward. They’re ambitious and capable, yet many feel the quiet weight of running hard without pause, and are starting to notice the personal and organizational costs of that pace.

I work with leaders through 1:1 coaching, facilitated group experiences, and immersive retreats—spaces designed to slow down just enough to notice patterns, recalibrate priorities, and experiment with new rhythms. These aren’t programs to “fix” you; they’re opportunities to reconnect with your values, your energy, and the way you want to show up in your work and life.

If you’re carrying responsibility that feels heavier than it should—and you want to lead from a more integrated place—I’m open to a conversation.

Chris Godfredsen

As the week turns again,
there’s no need to gather everything up yet.

Some insights don’t arrive as clarity.

They arrive as a quieter body 🫁
A steadier breath 🌬️
A different quality of attention 👀

If something from this week lingered:
a moment of tightening 😣
or a moment of unexpected ease 😌
you don’t have to name it

Just notice what’s present now ✨

For founders and mission-driven leaders,
this kind of gentle noticing matters.

It’s not soft.
It’s not a waste of time ⏳

This openness to noticing matters
because responsibility doesn’t disappear on weekends

We know this truth:
Responsibility waits ⏱️
It’s always waiting for our return

Sunday isn’t about preparing to perform again.
It’s about remembering
how we prefer to show up moving forward.

Not effort ❌
Not control ❌
Just presence 🧘

As you look toward the week ahead
allow yourself to wonder if there’s one small way
you can return to yourself a little faster
when pressure shows up 🔄
If this week stirred something you’d like to explore more fully
I’m open to a conversation 🤝

Founder I Author I I help mission-driven leaders create coherence between who they are and how they lead.

🌞 You don’t need to be more than you are.
You just need permission to become all that you are.

Sunday reminds us:

Leadership doesn’t reset through effort,
it resets through alignment.

My hope is the coming week won’t demand more of you,
but draw more of you into coherence.

Not hustle.
Not perfection.
But presence. ✨

May your values guide you,
quietly shaping how you spend your time.

May responsibility be carried with wisdom,
not isolation.

May your inner life and your outer expression
move in the same direction.

As the week ahead begins to take shape, you might gently ask:

• What does living fully look like at this time?
• Where is coherence already present?
• What rhythm would help me re-enter with intention?

You don’t need to become someone or something else to lead well.

You’re invited to lead as a more integrated version of who you already are.

Wishing you steadiness as you re-enter. 🌞

Most founders and mission-driven leaders realize the same thing: 

Leadership moments don’t arrive calmly.
They arrive already in motion.

A decision needs to be made.
A conversation tightens.
Time compresses. ⏳

And before we think, 
“How do I want to show up here?”
something has already stepped forward.

Sometimes it’s urgency. ⚡
Sometimes it’s control.
Sometimes it’s the part of us that knows how to push through. 🛠️

In a recent session, a client noticed how quickly her voice sped up when a decision was questioned.

Nothing dramatic was said:
just faster words, 
tighter sentences.

She – and everyone else – felt the room change before anything was decided. 🌬️

What’s interesting isn’t that this happens.
It’s that we rarely notice that it’s happening.

In tense moments, leadership often happens before we decide it will.

Today, there’s no fixing.
No self-correction.

Just a question worth carrying:
What tends to take the wheel when things get tight? 🤔

If you’re carrying responsibility that feels heavier than it should – and you want to lead from a more integrated place – I’m open to a conversation.

***

📝 Subscribe to my weekly newsletter: https://lnkd.in/guBUFUsd
♻️ Re-post or share so others can grow emotional maturity.
🔔 Turn on notifications for daily posts.
🤓 Follow me Chris Godfredsen to live fully and lead authentically.

Most Mondays don’t begin clean. 🌤️

Earlier this year, Kelly and I talked about her struggles at the beginning of the week.

A mission-driven leader, Kelly carries high capacity and significant responsibility. Trying to find her stride, she lamented Mondays in particular.

“They seem to arrive mid-sentence,” she said.

She named the leftover weight:  
Decisions linger
conversations loom
and unsaid words from last week on our minds.

And the echo of last week’s vigilance still alive in her posture. 🧠

Many founders and mission-driven leaders feel a pull to get in action. ⚡

Instead of getting into action, we wondered together about another way of being.

Nothing is wrong.
Nothing is missing.

This is simply how leadership carries over.

Today isn’t about fixing what’s lingering.
It’s about simply noticing it. 👀

Where is your attention carrying momentum from last week?
Where has your body been alert before your mind even asked it to?

As this week begins, what if there isn’t necessarily more to do?

What if we enter the week with a quiet invitation to notice what’s already moving. 🌱

There’s no action required.
Just awareness. 🌊

If you’re carrying responsibility that feels heavy, and you’re curious about leading from a more integrated place, I’m open to a conversation. 🤝

By Friday, most mission-driven leaders I know are tired, but also honest.

The week has revealed something.
Not always clearly.
But clearly enough.

You likely noticed but didn’t name those moments:

• Where you tightened instead of trusted ✨
• Where urgency replaced judgment ⚡
• Where you showed up differently than you intended 🖤

I’ve learned that noticing matters. 🧭

Contrary to popular belief, leadership isn’t just shaped by big decisions.

It’s shaped by the small, repeated choices we make when no one is watching. 🔄

One of the most important Friday questions I return to often is this one:

Did how I led this week align with who and how I want to be?

Not perfectly.
Not always.
But truthfully.

I’ve found when alignment slips, our default response is one of two extremes – self-critique or resolving to “do better” next week.

What’s often more helpful is something quieter: realignment.

A simple pause.
A deep breath. 🕊️

A choice to re-enter next week a little more whole than we exited this one. 🌱

Before you close the week, I invite you to reflect:

• What felt aligned in how I led? ✨
• What felt off—and what did it cost me? 🖤
• What is one small adjustment that would restore coherence next week? 🔄

Leadership isn’t about carrying everything.

It’s about carrying the right things, on purpose.

If this week surfaced something for you and you want to think it through out loud, I’m open to a conversation.

What are you choosing to leave behind before next week begins?

Yesterday I shared a moment where a leader noticed their voice speeding up when a decision was questioned.

Nothing was wrong.
Nothing was said poorly.
And yet, something shifted in the room. 🌬️

That’s often how it happens.

Founders and mission-driven leaders live in this space more than most
where urgency and responsibility are always just below the surface. ⚖️

Leadership doesn’t derail because we’re careless.

It tightens because something in us is trying to protect us – fast. 🛡️⚡

Speed, control, certainty.
These aren’t flaws.
They’re learned responses that once helped us handle pressure.

The trouble isn’t that they show up at all.

It’s when they show up unnoticed. 👀

When we assume, “This is just how I am,”
we lose access to choice.

But when we can say – even silently:

“Ah. This is the part of me that moves quickly when things feel uncertain,”
space returns. 🌱

No fixing.
No self-critique.

Just a little more room to respond instead of reacting.

Today’s question isn’t how to slow down.

It’s simpler than that:

Can I notice what’s helping me before it takes over? 🤔

If you’re carrying responsibility that feels heavier than it should – and you want to lead from a more integrated place – I’m open to a conversation.

***

📝 Subscribe to my weekly newsletter: https://lnkd.in/guBUFUsd
♻️ Re-post or share so others can grow emotional maturity.
🔔 Turn on notifications for daily posts
🤓 Follow me Chris Godfredsen to live fully and lead authentically.

Founders and mission-driven leaders often carry more than they realize.

Yesterday, we considered a different way of being:
Where getting into action matters less than noticing what lingered.

If you engaged the noticing, you may have felt something subtle that doesn’t fully leave.

It’s not in your tasks.
It’s not in your calendar.
It lives in your posture.

In the way your shoulders carry last week forward.
In the way parts of you are on alert even when no threat is imminent.

Vigilance is how we describe this experience.

Vigilance is what happens when responsibility matters.

It isn’t panic.
It isn’t weakness.
It’s your nervous system in action.

The system usually gets exactly what it’s designed to get.
The nervous system is shaped to notice what could be missed before something goes wrong.

For many leaders, vigilance has been a quiet companion for too long

Naming that fact matters.

Once vigilance has a name, noticing its impact becomes gentler.
Emotions soften.
Tension loosens.
The urge to fix or override yourself eases.

From here, acting isn’t necessary.
The invitation is to simply notice vigilance when it shows up.

There is no need to judge it 
or to make it disappear.

Nothing needs to change yet.
Awareness is enough today.
Notice what shifts when this has a name.

Saturday invites a different kind of leadership.

Not problem-solving.
Not preparing.
Not getting ahead.

Just noticing. 🪟

After a full week, many mission-driven leaders carry residual tension:

conversations that linger,
decisions that didn’t fully land,
emotions that never quite got named.

For some, the energy of earlier conversations still lingers as the day begins.
Saturday offers a quieter opportunity: integration.

You might take a few minutes today and ask:

What am I still holding from this week?
What doesn’t need to be carried forward?
What would it look like to lay it down—at least for the weekend?

This isn’t avoidance.
It’s choosing discernment.

The art of being whole isn’t found in constantly moving forward.

It’s shaped by allowing what’s already happened to settle in and take hold.

Before the week fully releases you, consider one small act of care:

a walk without a podcast
a conversation without an agenda
a pause without productivity attached 🌿

Leadership continues next week.

But today, coherence is found in letting yourself arrive where you already are.

What are you giving yourself permission to set down today?

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Chris Godfredsen

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The Battle

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