Brett Willms

Laetro

CEO, Co-Founder

Indeed.com

Developed Indeed.com/Lead and Indeed Work Happiness Score.

VP Marketing, Experience

Google

Director of Marketing, Google Fiber

Bitty, Inc.

Bitty automatically builds mobile websites for small businesses using information and assets  available across the web.

Co Founder

Gusto (formerly ZenPayroll)

Named Gusto.com. Built the Brand. Developed core marketing engine incl. Gusto for Accountants.

CMO, Growth

Leads strategy, brand, customer acquisition and retention programs for Google Ads & suite of small business products.

Director of Small Business Marketing, Americas

Leads strategy, program development and operations of digital performance marketing / new customer acquisition for Google Ads & suite of small business products.

Director of Digital Customer Acquisition, Small Business (O-Force)

Country Marketing Manager, Canada

Let's get creative with AI.

I've been creating things, every minute of every day, ever since my mom turned around in the front seat of the car and said, "Let's play a game". She explained, "Every time you notice something neat in the world, notice what's missing. Notice how things could be even better. Imagine what you would create if you could create anything, and we'll daydream about it together. This is inventing." I fell in love with inventing at that moment, and have never stopped.

Malcolm Gladwell said it takes 10,000 hours to become an expert at something. I've been inventing deliberately, non-stop, for over 40 years. I have thousands of inventions and have brought hundreds to the world: a collaborative online market research platform that's still around today, Canada's first performance advertising network, a machine that makes websites in 10 minutes, Google's (and Gusto's) approach to customer acquisition, and Google Partners – Google's largest money-making marketing program ever, now generating billions annually.

Above all, I love inventing ways to help others flourish. Like the Indeed Happiness Score – a program we created at Indeed to help people be happier at work, and let everyone know where all of us are actually happiest working.

What would make you happiest at work?

For me, it's having the freedom to create. And in today's AI revolution, I see an unprecedented opportunity to give everyone that same freedom.

So, I'm building Laetro AI. The all-creative AI platform transforming how brands produce marketing assets. By orchestrating the latest state-of-the-art creative AI models, we enable marketers to generate their entire suite of marketing materials faster and more efficiently than ever before, while maintaining their unique brand style and tone.

What makes us different is our commitment to both creativity and fairness. We've built an ecosystem where professional creatives are compensated for contributing their unique styles to our AI system, creating a library of authentic, ethically-sourced creative approaches. Brands can either tap into these curated styles or develop their own unique AI style, ensuring their marketing materials remain distinctively theirs.

All with no quality compromises, just pure creative potential realized.

Whether you're a brand looking to revolutionize your creative process or an innovator excited about the future of AI-powered creativity, I'd love to connect. Let's explore how we can make the creative process more efficient, more inspiring, and more human together.

Let's ride!

The new way for brands to get Creative.

🚀 Helping Serious Investors Compound Wealth with Low-Risk Microcap Value InvestingWhat if your portfolio could outperform the market—without big risks or bold predictions?At the Boole Microcap Fund, we use a rules-based, quantitative strategy to systematically invest in undervalued microcap stocks—the most inefficient corner of public markets.📈 Since June 2020, our strategy has delivered:      ✅ 20.4% net annual returns (vs. 15.1% for the S&amp;P 500)      🛡️ With no leverage, no forecasts, and no macro calls________________________________________Why Microcaps?Because that’s where the inefficiencies are.Roughly 40% of U.S. public companies receive zero Wall Street coverage. Most funds can’t touch them due to liquidity constraints.That’s our edge.________________________________________Our Strategy: Modern Buffett, SystematizedWe screen for:      ✅ Low valuations      ✅ Strong balance sheets (low/no debt)      ✅ High ROE      ✅ Growing profits      ✅ Improving fundamentals      ✅ High Piotroski F_Score      ✅ Positive momentumWe hold 10–15 deeply mispriced stocks with each stock held 3-4 years or until intrinsic value is reached.This is not speculative investing—it’s disciplined, evidence-based, and focused on long-term outperformance.________________________________________The Math of an Extra 5% Per Year•	$50,000 at 10% for 30 years = $872,000•	$50,000 at 15% = $3.31 millionThat’s the power of consistent, compounding alpha.________________________________________📩 Interested in learning more?Let’s connect:      📧 jb@boolefund.com      📞 (206) 518-2519      📅 Book a 1:1 Zoom: www.calendly.com/jb--169Or visit: 👉 https://boolefund.com/why-invest-in-boole-microcap/________________________________________Background:      🏛️ Founder, Boole Fund (2014); Managing Partner, Boole Microcap Fund (2020–present)      👨‍🏫 Taught Economics &amp; Investments at Seattle University      🎓 M.A. in Economics – University of Pennsylvania      🎓 Honors B.A. in Philosophy – Gonzaga University (magna cum laude)      🏀 Former professional basketball player in Belgium________________________________________Value Investing • Microcap Alpha • Low-Risk Strategy • Systematic Investing • Buffett Philosophy • Quantitative Research • Long-Term Compounding • Public Equity Inefficiencies

Jason Bond

A mother dog and her pup jumped onto a moving train.

They sprinted toward the front and barked nonstop at the conductor.

He finally slowed down—just in time.

Moments later, an avalanche tore across the tracks ahead.

They didn’t save the train by luck.

They saved it through instinct, vigilance, and timing.

At Boole Microcap Fund, our process works the same way.

Before we buy any stock, we apply systematic risk filters that warn us when danger’s ahead—like deteriorating fundamentals or excessive debt.

These filters have saved us from countless disasters over the last 5.4 years.

Because in investing, just like on that train, you don’t need to predict every avalanche—you just need the discipline to slow down before one hits.

Boole Microcap Fund

Quiet vigilance. Real protection.

👉 See our full strategy and performance: https://lnkd.in/gFsTGmfA


#Investing #RiskManagement #Discipline #ValueInvesting #Microcap #BooleMicrocapFund

📈Boole Microcap Fund | 💰20.4% net annual returns since June 2020 | 🎯Systematic. Low Risk. Proven.

What looks like risk… is actually precision.

Yuri van Gelder — “Lord of the Rings.”  (Watch video to the end!)

Every movement looks impossible.

Every second is pure control under pressure.

That’s what real discipline looks like.

Not guessing. Not improvising.

Executing a process with zero margin for error.

At Boole, we approach investing the same way.

We don’t predict markets — we perfect execution.

Every position in the Boole Microcap Fund meets strict value, quality, and momentum thresholds — applied the same way, every time.

It’s not about taking bigger risks.

It’s about refining control until performance becomes repeatable.

Because precision — not prediction — is what turns strength into mastery.
👉 See our full strategy and performance: https://lnkd.in/gFsTGmfA

#DisciplineOverPrediction #QuantitativeInvesting #BooleMicrocapFund #QuietCompounding #PrecisionInProcess

He pulled himself up a 3,000-foot rock wall… six inches at a time.

20,000 pulls.

8 days.

No shortcuts.

Steve Wampler, born with cerebral palsy, became the first person with his condition to climb El Capitan.

Every pull was just a few inches — yet each one counted.

No crowd.

No spotlight.

Just relentless progress against gravity itself.

That climb is a perfect metaphor for what we do at the Boole Microcap Fund.

Quiet progress.
 
Unseen effort.

Small, disciplined moves that compound into something extraordinary.

Investing, like climbing, rewards consistency over speed.

The market celebrates those at the summit, but the real work happens in the thousands of invisible pulls — the daily discipline of applying a system that works.

At Boole, our quantitative strategy doesn’t rely on predictions or hype.

It focuses on doing the next small, right thing — over and over again.

20,000 disciplined pulls, not one lucky leap.

That’s how we’ve compounded 20%+ net annual returns since 2020 — through quiet precision where others chase noise.

The invisible game rewards those who keep pulling.

👉 See our full strategy and performance: https://lnkd.in/gFsTGmfA

#TheInvisibleGame #QuietCompounding #ValueInvesting #BooleMicrocap #LowRiskHighReturn #FinancialFreedomThroughDiscipline #MicrocapStocks #SystematicInvesting

The loudest investors rarely win. 

The quiet ones playing the invisible game do.

Most investors play the visible game.

They chase headlines, forecasts, and noise.

At Boole, we play the invisible one.

The quiet game of compounding.

The game of patience, process, and discipline—where the work happens long before the spotlight hits.

The clip below says it best.

A very young Magnus Carlsen doesn’t win with the move you see.

He wins with the thousand invisible calculations that came before it.

That’s how we invest.

No hype. No forecasts. No emotion.

Just a systematic, quantitative value strategy that finds tiny, overlooked companies and compounds quietly in the background.

20%+ net annual returns since 2020—not from predicting the market, but from mastering the invisible game.

👉 See our full strategy and performance: https://lnkd.in/gFsTGmfA

#BooleMicrocap #QuantitativeInvesting #ValueInvesting #DisciplineBeatsNoise #TheInvisibleGame

Ever watched a wingsuit flight and thought — that looks insane?

It isn’t chaos. It’s control at 120 mph.

Every movement is planned.

Every decision is pre-calculated.

Every glide is precision disguised as risk.

That’s what great investing really is.

At Boole, our edge isn’t prediction — it’s precision.

We don’t guess where markets are going.

We measure what’s provably true today.
✅ Undervalued microcaps that Wall Street overlooks
✅ Strong balance sheets with little or no debt
✅ Positive fundamentals confirmed by data, not opinion

While others chase forecasts, we execute process — the same way, every time.

A wingsuit pilot doesn’t survive by trusting instinct.

They thrive by trusting discipline.

So do we.

👉 See our full strategy and performance: https://lnkd.in/gFsTGmfA

🎯 Predicting markets is luck. Executing process is edge.

 #DisciplineOverPrediction #MicrocapValue #BooleMicrocapFund #QuietCompounding

Timeless Principles: Warren Buffett and John Wooden

As a value investor, I’ve been following Warren Buffett for two decades. 

Studying Buffett is a powerful reminder that in an era of meme stocks and speculative hype, the most enduring investment strategies are grounded in clarity, patience, and discipline.

Leadership, like investing, is often tempted by the next “shiny new theory”—from complex frameworks to AI-driven diagnostics. These innovations can be helpful, but the foundation remains the same: principles that stand the test of time.

Consider the legacy of legendary UCLA coach John Wooden, whose Pyramid of Success—first introduced in 1948—outlined 15 interconnected values such as industriousness, loyalty, enthusiasm, and competitive greatness.

Originally crafted to teach athletes that success is earned through effort, not just outcomes, Wooden’s framework emphasized small, consistent actions that lead to greatness over time.

Here are the building blocks:
Industriousness – Relentless effort and dedication
Friendship – Mutual respect and trust
Loyalty – Commitment to people and purpose
Cooperation – Unity over ego
Enthusiasm – Joy in the work itself
Self-Control – Discipline under pressure
Alertness – Awareness of opportunities
Initiative – Courage to act without waiting
Intentness – Focused persistence
Condition – Prepared mind, body, and character
Skill – Mastery of fundamentals
Team Spirit – Group success over personal gain
Poise – Confidence without pretense
Confidence – Trust earned through preparation
Competitive Greatness – Performing your best under pressure

And above it all:
Faith – Belief in your path
Patience – Trust in the process

Wooden’s philosophy continues to guide not just coaches and athletes, but also CEOs, educators, and investors—anyone striving to lead with consistency and character.

Just as Buffett’s approach shows that long-term results come from timeless discipline, Wooden reminds us that greatness in leadership is built from within—one brick at a time.

Curious how disciplined, systematic investing in overlooked microcaps has generated 20%+ annual returns?

I’ve posted my full track record and strategy here: https://lnkd.in/gFsTGmfA

If it resonates, I’d love to connect.

#WarrenBuffett #JohnWooden #TimelessPrinciples

No one can predict the stock market year to year. No one.

1️⃣ Being wrong for years destroys wealth faster than being right once builds it.

The stock market is inherently unpredictable.

Yes, it usually goes up, so perma-bulls often sound smart.

Yes, it occasionally crashes, so perma-bears eventually feel vindicated.

But being right eventually means nothing if you're wrong for years.

Take John Hussman, for example.

Despite a PhD in economics from Stanford, his Hussman Strategic Market Cycle Fund (HSGFX) is down 59% since January 2005. Over the same period, the S&P 500 is up 323%.
📉 $50,000 in HSGFX = $20,500 today
📈 $50,000 in an S&P 500 index fund = $211,500 today

If you had invested $50,000 in an S&P 500 index fund in 2005 instead of HSGFX, you would have 10x more money today.

Even if the S&P 500 drops 40% tomorrow and HSGFX rises 80% (a generous assumption), you would still have 240% more wealth by investing in an S&P 500 index fund:
📉 $50,000 in HSGFX = $36,900 today
📈 $50,000 in an S&P 500 index fund = $126,900 today 

Lesson: Never bet against the U.S. stock market.

2️⃣ Undervalued stocks can rise even in a down market.

In 2022, while the S&P 500 fell 20%, my fund rose 36.5%.

During the 2000–2002 dot-com bust:
 • Nasdaq-100 fell 67%
 • S&P 500 fell 21%
 But…
 • Russell 1000 Value rose 5%
 • Russell 2000 dropped just 3%
 • Russell 2000 Value soared 49%

When you're invested in the right undervalued stocks, the market doesn’t have to cooperate for you to win.

3️⃣ A systematic value strategy beats the market—over time.

It wasn’t until June 9, 2020, that I developed a systematic approach that actually works.

Since then, the Boole Microcap Fund has returned:
 📈 +226.7% total or +25.3% annualized
 📉 +165.5% net of fees or +20.4% annualized

We don’t forecast.

We don’t chase narratives.

We invest systematically in overlooked, undervalued stocks with strong fundamentals.

👉 See our strategy and track record here: https://lnkd.in/gFsTGmfA

If you're tired of hype and ready for a proven, disciplined approach to long-term wealth—let’s connect.

#ValueInvesting #MicrocapStocks #QuantitativeInvesting #BooleMicrocap #LongTermThinking #ExecutionEdge #DisciplineWins

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No forecasts. No hype. Just 20%+ net annual returns since 2020.

While most investors chase narratives, we let data and discipline lead.

At the Boole Microcap Fund, we systematically invest in tiny, overlooked companies with big upside — and we do it with low risk.

Our quantitative value strategy screens for:
 ✅ Low valuations (P/E, EV/EBITDA)
 ✅ Strong balance sheets (low or no debt)
 ✅ Growing profits
 ✅ Improving fundamentals
 ✅ High return on equity (ROE)
 ✅ Positive momentum

The result?
Since June 2020, we’ve delivered 20%+ net annual returns, outperforming the market without chasing hype, macro calls, or momentum fads.

This isn’t speculation.

It’s a repeatable, rules-based system that thrives where others don’t look.

Because the smallest stocks, filtered with discipline, often produce the biggest outcomes.

Low risk. High conviction. Consistent results.

👉 See our full strategy and performance: https://lnkd.in/gFsTGmfA

#QuantitativeInvesting #MicrocapStocks #ValueInvesting #LowRiskHighReturn #BooleMicrocap #SystematicInvesting #FinancialFreedom

40% of public companies have zero analyst coverage.

No research reports.

No Wall Street attention.

No institutional ownership.

That’s the blind spot where inefficiency thrives — and where we operate.

At Boole Microcap Fund, we systematically invest in undervalued microcaps overlooked by the market:
 ✅ Strong balance sheets
 ✅ Positive fundamentals
 ✅ Low valuations confirmed by data, not stories

We don’t chase forecasts.

We measure what’s real.

Boole systematically invests where Wall Street doesn’t look.

We’ve produced 20%+ net annual returns since June 2020.

See our track record here: https://lnkd.in/gFsTGmfA

#MicrocapValue #QuantitativeInvesting #DisciplineOverPrediction #BooleMicrocapFund

💥 Brutal Truths About Quantitative Microcap Value Investing

Quantitative microcap value investing works—but not in the way most people expect.

It's not smooth. It's not predictable. And it demands more emotional discipline than almost any other strategy I know.

Here are 8 brutal truths I wish every investor understood:

1️⃣ Most of your winners will surprise you.
 Roughly 60% of the stocks in your portfolio will do well—while 40% won't.
 But you never know which ones ahead of time.
 Often, your 9th or 10th best idea outperforms your favorite.
✅ The lesson: Diversify across 10–15+ stocks.

2️⃣ Being early can look a lot like being wrong.
Cheap stocks can sit flat for years before finally taking off.
You won’t know if it’s a value trap or you’re just early—until it’s too late.

3️⃣ The cheapest stocks often hide the most risk.
Ultra-low multiples look great in a screen.
But many are cheap for a reason—broken business models, hidden debt, or deteriorating demand.
👉 Revisit your investment thesis regularly and screen for low/no debt and improving fundamentals.

4️⃣ Growth often reverses.
A microcap business with booming earnings today may see revenue or earnings stall—or drop—the next quarter.
💡 Look for stable, improving fundamentals, not just short-term momentum.

5️⃣ Illiquidity can be challenging.
Microcaps can be hard to enter or exit without moving the stock price.
Buying or selling takes time, planning, and patience.

6️⃣ News is scarce—and sometimes wrong.
No earnings calls. No analyst coverage. Limited public info.
You must dig deeper and stay skeptical.

7️⃣ You’ll look wrong before you’re right.
There will be long stretches of underperformance.
That's when most investors give up—and when long-term compounding gets interesting.

8️⃣ Backtests ≠ reality.
Even the best screen doesn’t guarantee execution.
Some stocks are untradeable. Others blow up unexpectedly. Use judgment.

📊 At the Boole Microcap Fund, we’ve built our process to systematically avoid these traps—and exploit the inefficiencies.
👉 +231.5% total return since June 2020 (25.2% annualized)
👉 +168.9% after fees (20.4% annualized)
👉 No leverage. No forecasts. No macro calls.

Quantitative microcap value works. But only if you're honest about its challenges—and disciplined in your execution.
—
👉 See my full strategy and track record here: https://lnkd.in/gFsTGmfA

If you're tired of hype and ready for a proven, disciplined approach to long-term wealth—let’s connect.

#MicrocapStocks #ValueInvesting #QuantitativeInvesting #SmallCapStrategy #InvestmentDiscipline #BooleMicrocapFund #CompoundingReturns #LongTermThinking #BrutalTruths

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Jason Bond

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jason Bond's LinkedIn Performance

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