Marcos Ruiz

The Birdhouse

We build profitable, viral personal brands on X, LinkedIn, and Threads.

Founder and CEO

MA Army National Guard

Served at the 59th Presidential Inauguration.

Advanced and accelerated training in Computer Networks & Systems. Tasked with the configuration, management, and troubleshooting of Local Area Networks, while simultaneously adhering to proper security measures as defined by the Army.

Responsibilities include:
• Configuring & troubleshooting Cisco Routers and Switches
• VLANs, SVIs, Layer 2 and 3 security, etc.
• Producing end-user capability via PC, laptop, and Cisco VOIP
• Encryption Devices & Palo Alto Networks
• Active Directory and Exchange
• Use of Basic Network Protocols (i.e. TCP/IP, DHCP & DNS)
• Routing Protocols (OSPFv3, OSPF)

I.T Specialist - Team Leader

At The Birdhouse, we craft viral & brand-building content for CEOs, founders, influencers, and education companies, helping grow both brand AND sales.

We focus on crafting narratives that align with each client’s brand and business goals, specializing in monetizing X (Twitter) & LinkedIn accounts.

We've helped clients generate over 500,000 followers, $5 Million in info-product sales, and over 3,000 booked calls.

Scaling the business to $65,000 per month within the first year required relentless outreach, sending 100 to 200 direct messages daily, leveraging social proof, and delivering consistent results.

Our goal is to help catalyze the growth of the best education companies that the internet has to offer.

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Coaches, Course-Creators, Educators - We’ll Build You a Profitable, Viral Personal Brand on 𝕏 and LinkedIn.

Partner with us to implement our proven content system, sales process , and branding strategy to scale your education company while building a long-lasting, loyal audience.

Alternatively you can subscribe to The Birdhouse Daily Newsletter at - www.thebirdhouse.email

Or check out our full DIY self-paced course suite at - www.whop.com/twitter

Chief Executive Officer

X.COM’s Premier Marketing & Advertising agency.

We partner with education companies to help them scale on 𝕏.

Mark Zuckerberg pulled off the greatest personal brand transformation in history.

Here's the RACE framework that turned him from "robotic nerd" to one of Silicon Valley’s coolest CEOs:


1. Reach - Redefine Your Audience

After Cambridge Analytica harvested 87 million profiles, Zuck was tech's biggest villain.

His solution? 

Stop trying to appeal to everyone.

He emailed Peter Thiel with a mission:

Rebrand me as the "voice of millennials."

Smart move - you can't be everyone's hero, but you can dominate one demographic.


2. Act - Make Real Changes

The Facebook to Meta rebrand distanced them from scandals & signaled focus on the future.

The biggest part of his transformation was arguably visual though:

• Got jacked, improved style & grew out his hair
• Cattle ranching and sharing his genuine interests
• Training MMA with UFC stars like Israel Adesanya 

That hydrofoiling-in-a-tuxedo video wasn't just random fun - it was strategic PR move.


3. Convert - Turn Critics Into Believers

Delivered on promises through:

• Better privacy controls 
• Innovative products (Quest 3 Pro) 
• Unscripted, heartfelt Senate apology to families 
• Sharing vulnerable moments like commissioning art for his wife

Actions speak louder than words.


4. Engage - Keep People Talking

Leaned into internet culture instead of fighting it: 

• Embracing memes about his "drip" 
• Recreating childhood bedroom for birthday posts 
• Asking Instagram's fashion director to critique his chains

He joined the conversation instead of staying above it.


The results: 27% trust → 68% trust in 6 years.

The impact on his business:

• Rebuilt trust after scandals
• Made Meta's vision more believable
• Positioned as innovator, not data harvester


Key lesson:

Personal branding is evolution, not perfection.

What's one way you're evolving your personal brand this year?

Let me know below.

& if you enjoyed this…

Follow me for more content like this.

CEO at The Birdhouse - We build viral, profitable Personal Brands on LinkedIn, X (Twitter), and Threads.

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I moved to Bali 2+ years ago thinking I'd cracked the digital nomad code.

My business was doing $20-30K/month from a 600 sq ft Brooklyn apartment. 

Got tired of the gray NYC lifestyle.

Same routine, expensive everything, depressed people in suits smoking cigarettes on Wall Street.

So we moved to a 3BR villa in Canggu for the geoarbitrage dream.

Here's what actually happened:


Phase 1: Reality Check

Time zones destroyed my schedule. 

Taking US business calls at 5 AM and 9 PM in Bali just to keep things running. 

Had to work during the day too, so it became this endless grind.

Bugs everywhere - spiders, crickets, ants in the bed. 

Had to get these wall plugins that probably give you cancer just to sleep.

Learning to drive a scooter was a nightmare. 

Rented an electric one thinking I was being smart - thing was so flimsy we couldn't get anywhere with two people.

The pollution is insane. 

Coming home every day wiping black soot off our faces from all the exhaust. 

Nobody tells you about that part.

Had 3 helmets stolen in the first week.

Both got Bali belly immediately - sick for days from the water and food.


Phase 2: The Honeymoon

Eventually figured it out. 

• Got the schedule dialed
• Started ordering all our meals
• Hit the beaches
• Learned to surf
• Massages twice a week.

This is when you post all the Instagram content. 

Making gains in the gym, hanging with monkeys, drinking coconuts. 

Living the dream.


Phase 3: The Dark Side

Then isolation hits.

No matter how beautiful it is, you never truly feel like you belong. 

It's an amazing vacation spot, but it's not home.

My assistant from Ukraine said something that stuck with me: 

She was living in Italy, everything was great, but "even with all the tough times back home, there's still no place like home."

That's when it clicked.

Always felt like something was missing - friends, family, the environment you grew up with. 

There's always that piece that's not there.


What I Learned:

1) The locals here are happier with way less than what we think we need. 

Really changed my perspective on what success actually looks like.

2) The food in America is actually poisonous. 

Never felt cleaner or more energetic than eating there.

3) Slowing down was incredible after the NYC hustle mentality.


The Verdict:

Would I recommend it? 

100%.

Life is a video game and Earth is just a big open world with endless possibilities. 

You should explore it.

But I went back to America.

Turns out the laptop lifestyle works best when you have a stable place to put the laptop down.

Actual freedom isn't working from anywhere - it's building something solid enough that you can choose where you want to be.

What are your thoughts on being a digital nomad?

Let me know below.

David Goggins built one of the strongest personal brands on the internet without following a single "branding" rule.

He went from a 300-pound exterminator to 6.2M followers by doing everything backwards…

Here's the blueprint he followed:


1. Stop Trying to Look Perfect

Goggins posts:

• Sweaty selfies
• Profanity-filled rants
• Stories about getting his ass kicked as a kid

Most people try to hide their messy past.

He made his the foundation of his brand.

People trust authentic struggle over polished success stories.


2. Your Pain is Your Product

"Can't Hurt Me" sold 5M+ copies because everyone has a story of not being enough.

• Survived Hell Week three times
• Lost 100 pounds in 3 months
• Set a pull-up world record.

But here's the key - he connected every story to a principle people could use.

His struggles became other people's solutions.


3. Admit Your Weaknesses First

Goggins calls his younger self "fat, lazy, and a liar" before anyone else can.

This is great for personal branding.

When you own your flaws, nobody can use them against you.

Plus it makes everything else you say more believable.


4. Impact First, Money Second

With 8.4M followers, he could easily make $60K+ per sponsored post.

Instead, he focuses on changing lives.

This builds way more loyalty than chasing every dollar.

Long-term brand value beats short-term cash grabs.


5. Actually Live What You Preach

He still runs 7 miles daily while still working.

Doesn't just talk about toughness from his couch.

This is what separates real personal brands from fake ones.


The takeaway for business:

Your struggles aren't something to hide - they're your competitive advantage.

People don't buy from perfect experts.

They buy from people who've been in their shoes and found a way out.

The ones who share their real journey - failures included - always outperform the ones trying to look flawless.

Your authentic story is your best marketing asset.


What's the biggest struggle you've turned into your strength?

Let me know below.

& if you enjoyed this…

Follow me for more content like this.

Most people think building a personal brand is free.

It's not.

The people making real money are investing time and money into three things that actually matter.


1. Quality Content Creation

You have two options.

Option A: Learn to do it yourself:

• Study frameworks
• Write every day
• Figure out what hooks work

Invest 10-15 hours a week until you can consistently create content that converts.

Option B: Hire someone who actually knows what they're doing. 

Not a $500/month VA or a cheap copywriter who copy-pastes ChatGPT generated content.

A real team that lives and breathes content, and understands how content drives revenue.

The investment is either your time or your money.

Pick one.


2. Living a Life Worth Posting About

If you're sitting at home doing nothing, you have nothing to talk about.

Your personal brand needs personal stories.

That means investing in experiences.

• Grow your business
• Get client results
• Go to masterminds
• Take your team somewhere.
• Try new hobbies

These experiences give you ammo to create more content with unique angles.

You don’t need to fake having a perfect life…

You just need to actually live an interesting one.

More experiences = more authentic stories = more followers who actually connect with what you're saying.


3. Building Your Own IP

This is the one nobody talks about.

Invest time into developing

Your own frameworks
Your own terminology
Your own systems

That's your own intellectual property.

And that's what makes you different from everyone else saying the same stuff all the time.

Your branding matters too.

Figure out what you're known for.

Build content pillars that make sense for your business.

This takes time.

But once you have it, it becomes your competitive advantage.

People can copy your content. 

They can't copy your frameworks and your voice.

Your personal brand is either a business or a hobby.

If it's a business, treat it like one.

I turned down 30 clients last month.

People think I'm crazy. 

"That's like $200K you could've made."

But here's what happened instead: 


We signed 2 perfect-fit clients at higher rates, got 3 referrals, and our retention jumped to 100%.

Most agency owners fail because they're counting clients instead of building a brand that attracts the right ones.

The Birdhouse will do about $2M this year doing the OPPOSITE of conventional wisdom.

Here's what actually matters:


1. Take care of your team like they're partners

Every quarter, I sit down with each person and ask: 

"What are your goals? Are we helping you hit them?"

When your team is growing personally and financially, they'll run through walls for clients.


2. Invest in networking without calculating ROI

I spent $30K flying to events my first year. 

No immediate return. 

Just to have conversations and build relationships.

A year later, those "random" conversations turned into $200K in referrals.


3. Build a brand people want to be part of

We have

Custom jackets
Bird-themed Slack emojis
Vintage cartoon aesthetics
Pokemon cards at my desk (bird-types only)

Sounds extra? Maybe. 

But the brand isn't just marketing. 

It's retention, recruitment, and referrals wrapped into one.


4. Be "the guy" in your niche

We're not the best marketers in the world. 

But we are THE BEST at what we do for Twitter, LinkedIn, and Threads.

When someone asks "Who should I talk to about growing on X?" they mention The Birdhouse. 

That positioning is worth more than any ad spend.

But here's the most counterintuitive part:


5. I refer out more people than I sign. 

Dozens of leads every month, but we only take 1-2 clients.

Why? 

Because I'd rather have 10 perfect clients getting incredible results than 50 mediocre ones churning every quarter.

When someone isn't a fit, I send them to another agency I trust. 

That person becomes a fan. The agency sends business back. My reputation stays intact.

One more thing: 

Do the unscalable stuff as long as you can.

I still do every client onboarding call. 

I still build their profile setup. 

I still send resources that aren't part of our service.

We're at $2M/year. 

I could delegate it.

But clients pay a premium because I'm in the trenches with them.

If you're under $10M, white glove service isn't a luxury.

It's your competitive advantage.


The bottom line:

Your agency isn't a numbers game. 

It's a reputation game.

• Turn down the wrong clients.
• Invest in your team.
• Build a brand people want to be associated with. 
• Be the obvious choice in your category.
 
The money follows when you stop chasing it.

I Studied 1,000 Twitter/X Hooks, Here’s How to ACTUALLY Go Viral

Your personal brand is the ultimate status symbol.

Status used to be more simple.

The car you drove.
The watch you wore.
The address on your business card.

But things have changed:

Anyone can rent a Lambo for the weekend.
Anyone can buy fake designer. 
Anyone can lease office space and take lobby photos.

Material wealth isn't the signal it used to be because it's too easy to fake.

This is why a personal brand is the ultimate status symbol.

You can fake a watch.
You can't fake 2 million followers who engage with your content. 

You can rent a Ferrari. 
You can't rent authority in your space.

When someone Googles you and sees you've built something real, generated actual results, and have people who care what you say - that's status you can't buy.

We've generated $10M+ for clients through personal branding. 

The ones who win understand this: 

This should not just be a side project.

It’s one of the most valuable assets you can build.

A strong personal brand gets you in rooms you couldn't access before. 

Makes people want to work with you before you pitch. 

Turns cold prospects into warm leads because they've been watching you for months.

Status used to come from what you could afford.

Now it comes from who pays attention when you speak.

Your personal brand compounds. 

Every piece of content. 
Every client result. 
Every framework. 

Builds on itself.

80% of our business is referrals now. 

Not because we're great at sales. 

Because our brand precedes us. 

People know what we do and the results we get before they book a call.

Your personal brand is your reputation at scale.

You can lose your money. 
You can lose your business. 
You can lose material possessions.

But you can't lose your reputation if it's built on real value and real results.

The smartest operators I know invest more in their personal brands than their cars or office spaces.

Because in 2025, your personal brand isn't just a status symbol.

It's the ultimate form of leverage.

Money opens doors. A personal brand builds the entire building.

Unapologetically invest in your brand.

It's one of the highest ROI decisions you can make.

What we've done at The Birdhouse:


• Custom hats for every team member when they join. 
• Custom jackets with patches for the founding team. 
• Birdhouse screen savers. 
• Vintage cartoon aesthetic across our website and newsletter. 
• Custom credit card with Blue Eyes White Dragon. 
• Birdhouse Arsenal jersey my team got me. 
• Pokemon cards - all bird-type Pokemon.
• Bird Slack emojis that our clients have come to love. 

I live the brand and always try to think of ways to market it.

And you need to build something people want to be part of.

This will help you:


1. Attract talent:

People see a culture worth being part of, not just another remote gig. 

When candidates look at The Birdhouse, they think "this is something I want to build with someone." 

The brand attracts people who work for the vision, not just a paycheck. 

That's how you build a team that actually cares.


2. Retain clients: 

A strong brand makes clients feel like they're part of something bigger than just a service based relationship. 

They're not working with just another freelancer.

They're working with The Birdhouse. 

That shift builds trust, increases retention, and makes them proud to refer others.


3. Acquire clients: 

The brand eventually surpasses you as the founder

Every way you invest into it compounds

Eventually, the brand does more marketing than you ever could as an individual


4. Build authority: 

A strong brand makes you look established even when you're small. 


5. Hire better: 

A strong brand makes you look established even when you're small. 

We're only a team of 10 people, but our brand makes us look like we could be a team of 30+. 

Prospects see the cohesive identity and think "this is a real company.”

That perception unlocks bigger clients and higher prices.


Bottom line:

Building your agency brand compounds.

Even if you don’t notice it immediately.

Everything reinforces who you are.

People want to buy from people and brands they believe in.

Invest in yours.


What are some ways you reinvest into your own brand?

Let me know below.

Gary Vaynerchuk is one of the most recognizable entrepreneurs alive.

• $200M+ agency
• Bestselling author
• 2M+ YouTube subscribers

But most people have no idea how he actually built his personal brand.

So here's exactly how he did it:


Most entrepreneurs try to be perfect online.

Gary did the opposite.

He built his personal brand on raw authenticity and relentless hustle.

Here's his playbook:


1. Early Platform Adoption

Gary started:

• Email marketing in 1997.
• Google AdWords in 2000.
• YouTube in 2006.
• Twitter in 2007.

His Wine Library TV videos grew his family's liquor store from $3M to $60M in revenue.

He jumped on platforms before they became mainstream.


2. The "Reverse Pyramid" Content Model

Gary creates one piece of pillar content (vlogs, podcasts).

Then repurposes it into 30+ micro-content pieces.

One keynote turned into 30+ posts that got 35M+ views.

Maximum reach from minimum effort.


3. Unfiltered Authenticity

Gary's curse-heavy style and unpolished delivery built trust.

He admits "dickface" is his favorite swear word.

Documents his journey instead of curating perfection.

People connect with real, not rehearsed.



4. "Jabs and Right Hooks" Strategy

Jabs = valuable, non-salesy content (tips, insights, education).
Right hooks = sales pitches.

His AskGaryVee show has 2.78M+ subscribers.

He gives value first, sells second.


5. Platform-Specific Content

LinkedIn posts are professional.
Instagram Reels are casual and trend-driven.
TikTok content is native to the platform.

He doesn't copy-paste the same content everywhere.


6. Active Engagement

Gary responds to comments personally.

Sent a Chicago Bears jersey to a customer.

Result: $6,000 order.

He researches his audience's interests to create meaningful connections.


7. Consistent Visual Identity

Black, white, and green color scheme.

Signature logo across all platforms.

Same narrative of gratitude, hard work, and innovation.

Brand recognition at a glance.


The Gary Vee Formula:

Early adoption + authentic content + relentless engagement + value-first approach = multimillion-dollar personal brand.

He didn't wait for permission.

He didn't wait for perfection.

He just started documenting his journey and never stopped.


The lesson:

Your personal brand isn't about being the smartest person in the room.

It's about being the most authentic.

Stop trying to be perfect.

Start documenting your process.

What's one authentic moment you could share to grow your brand?

Let me know below.

I asked Leila Hormozi, “How do you build a company culture?”

Here’s what she said:

I just spent $15,000 on a team offsite in Canada.

People always ask me how to build great company culture and attract top talent.

Here's what I've learned after 4 years of building The Birdhouse:


1. Build something bigger than yourself

Your team doesn't want to work for you. 

They want to work towards something that matters.

When people feel like they're part of something meaningful, they show up differently. 

They care more. They push harder.

If your company vision is just "make money," you're going to attract people who only care about a paycheck.



2. Help people achieve their personal goals

Every quarter, I sit down with each team member and ask: 

"What are your goals? Are we helping you hit them?"

Not just business goals. 

Personal goals too.

When your team is growing personally and financially, they'll run through walls for the business.


3. Focus on making the most impact

I don't tell my team to focus on revenue. 

I tell them to focus on getting the best possible results for clients.

The revenue follows when you're obsessed with your craft

One post we write can generate more revenue than a client's entire monthly retainer. 

When the ROI is that obvious, clients refer us to their entire network.

That's how we’ve used referrals to double our yearly revenue without touching outbound for over 2 years.


The bottom line:

Great culture isn't having ping pong tables and free snacks in the office. 

It's giving people a mission worth working towards, helping them grow, and obsessing over making real impact.

Spending $15,000 on bringing my team together is an investment in the people who make everything possible.


What’s your best piece of advice for building a company culture?

Let me know below.

Watch Me Use AI to Create 100+ Viral Twitter/X Posts in 1 Hour

Jason Vana

Marketing Director

Attract the RIGHT customers to your business | Brand & content strategist | Founder at SHFT | Known as #sassyjason

Struggling to attract the right clients?

You have a brand strategy issue.

Attracting the right people requires understanding why they should buy from YOU, when there are 1000’s of other options easily accessible through Google.

In order to attract, convert, and retain the right clients, you need to:

- Know what makes your business unique
- Communicate what makes your business unique
- Create an experience that shows what makes your business unique

It’s all about highlighting your uniqueness.

That’s where my agency steps in.

Through collaborative workshops, research, strategy, and design, we will help you uncover, communicate, and build an experience around your uniqueness.

Working with us typically looks like:

- industry, competitor, and customer research
- brand and marketing workshops 
- brand and marketing strategies
- design (logos, websites, marketing materials)

It culminates in an Onlyness Action Plan — your 1 year, step-by-step brand and marketing to-do list.

All so you become the ONLY choice for your ideal customers.

And make a lot more money.

Want to learn more?

Send me a message.
Or book a call at shft.agency/discovery

Founder & CEO

We transform B2B service companies into the ONLY choice for their ideal customers. Our clients see a 20%+ increase in revenue with our brand and content strategies. 

Here's how we help:

◼️ Brand Strategy (customers, uniqueness, messaging, touchpoints, story)
◼️ Brand Design (logos, colors, fonts, collateral)
◼️ Content Strategy (demand gen, content creation)
◼️ LinkedIn (strategy, content, profile audits)

Interested in learning more? DM me or book a discovery call below.

Most personal branding "experts" are an absolute joke.

→ just be yourself
→ just be authentic
→ just post on LinkedIn
→ just create more content
→ your personality makes you different

👆🏼 Any real brander knows that advice is sh*t.

Yes, you have to be authentic.
Yes, you have to create content.
Yes, you need a personality.

BUT 👏🏼 THAT 👏🏼 SH*T 👏🏼 DOESN'T 👏🏼 MAKE 👏🏼 A 👏🏼 BRAND 👏🏼

Here's what actually builds a brand:

1. create a unique strategy
2. create a unique value
3. create a unique position
4. create a unique perspective
5. create a unique offer
6. create a unique identity
7. create a unique experience

In that order.

Personality, content, and being yourself are steps 6 and 7.

And if you don't have steps 1-5 in place...
Steps 6 and 7 won't make you money.

So before you start working with that personal branding "expert"...

Ask them a simple question:

How much money have your clients actually made?

If it's not at least 2x what you make...
RUN.

They're selling you sh*t.
Not a brand.

#SassyJason out.

✌🏼

#shftyourbrand

——
PS - Grab my All-in-One Strategy Bundle. 12 strategy resources for only $199. https://lnkd.in/epNdCFR7

Become the ONLY choice. I build b2b service brands that stand out + drive revenue. Founder/CEO at Shft.Agency. Known as #SassyJason

Dear LinkedIn,

Please fix your sh*t.

Signed,

Every Creator Not Using a Pod Or Paying for Engagement

shftagency

fusion-tech-integrated-inc

ignite-student-ministries-inc.

LinkedIn

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li_at

Talks about #content, #branding, #marketing, #brandstrategy, and #contentstrategy

Creating a new category is a balancing act.

Most founders try to be way too different.

→ Optimization specialist
→ Organizationalist
→ Business tidier
→ Life creator

(all categories I've heard from prospects)

None of them makes sense.

Because there is no point of reference to understand what they are.

And no one in their right mind is searching for a Business Tidier 

🙄

Creating a new category requires:

→ Familiar enough to understand
→ Different enough to stand out

Take Edge Cleaning Service in Washington.

They created a brilliant category.

House Detailers.

→ Clear on what they offer (house cleaning)
→ Understandable (we all know what detailing is)
→ Aligns with how people search (detailing is synonymous with deep cleaning)

They took two existing categories (house cleaning and car detailing)...
Smashed them together (house detailing)...
To stand out in the market.

And that's the key to category creation.

Familiar enough to be searched for.
Different enough to stand out.

Find that balance.

Or that "new" category you created will confuse the hell out of people.

And confused people NEVER buy.

✌🏼

#shftyoubrand

Confession: I hate most of the large accounts on LinkedIn.

Fluffy, stolen, regurgitated nonsense that helps no one.

That's why I only engage with smaller creators.

Those who actually help my business.
Those who teach me something valuable.
Those who have a personality beyond "look how vulnerable I am."

They are the creators who are doing LinkedIn right.

I follow 100s of small creators.

Here are the top 11 you should follow as well:

Alex B Sheridan → video creation that drives revenue

Morgan J Ingram → outbound and Sales Nav genius

Sara Stella Lattanzio → best damn marketer I know

Patrick Cumming → LinkedIn ads savant

Phillip Oakley → a brilliant strategist and positioning genius

Stephen Houraghan → a brand strategist I've learned from

Jacob Pegs → amazing content creator I've been learning from

Irit Levi → process, automation, and operations genius

Mina Mesbahi → one of the best content strategists I know

Katelyn Bourgoin 🧠 → buyer psychology + content strategist = amazing

Richard Moore → the master at closing sales

There are 100s more I could add to this list.

(Please don't cry if you aren't on this list. I still love you)

But these are the creators I recommend to my clients. 

Because I learn from them.

And that, my friend, is what your content should do.

Entertain, but more importantly, EDUCATE your ideal customers. 

So they trust you.
Adopt your POV.
And hire you.

Give all eleven a follow.
And tell them #SassyJason sent you.

You can talk about how great I am for introducing you. 

✌🏼

#shftyourbrand

-----
PS - I'm out today and this week, celebrating Thanksgiving with my family.

PPS - grab all 12 of my paid resources + a $500 discount on a 90-min consultation with my Black Friday All-in-One Bundle → https://lnkd.in/e4YSrcGG

(7) Post | Feed | LinkedIn

My least favorite part of building a brand strategy:

Purpose. Vision. Mission. Values.

Fluffy garbage. 🤮

Case in point.

In 2023, I rebuilt how we create brand strategies at Shft.

My goal: make them lean enough to drive revenue fast.

So I did what most brand strategists wouldn’t dare.

I cut purpose, vision, mission, and values.
(You can pay me extra if you really want them.)

At first, I thought clients would freak out.

They didn’t.

We built strategies 3x faster.
Revision rounds dropped.
Clients made more money faster.

No one cared about what was “missing.”

Because their brand was doing what every brand should do:

MAKING 👏🏼 MORE 👏🏼 MONEY 👏🏼 

Sure, purpose, mission, vision, and values have their place.
But they don't pay the bills.

You can spend months perfecting your mission statement and make $0 from it.

Or you can build a brand strategy that actually makes you money.

Choose wisely.

✌🏼

#shftyoubrand

Fluffluencers have it hard.

Imagine preaching authenticity for years:

- building your brand on it
- staking your reputation on it
- creating courses to teach it
- sharing sob stories to show it
- going on podcasts to advocate it
- paying to feature yourself on Forbes about it

Only to drop it and preach AI content creation.

That would give anyone whiplash.

So, this month, let's check in with the fluffluencers.

Make sure they're doing okay.
And aren't suffering from concussions.

You know, from selling out their 'beliefs' for the next shiny object.

🙄

Seriously, creating content with AI is as far from authentic as you can be.

If you want to use it, no shame in that game.

But stop saying you're being authentic.

When you're literally letting a machine write and tell stories for you.

Like a damn fluffluencer.

✌🏼

#shftyourbrand

Feeling stuck sucks.

But it's not the final word.

All you need is a bit of clarity.

A vision.
A decision.
A roadmap.
A fresh idea.

Something that sparks life back in you.

I see this with every 1:1 client I've worked with.

They launched their business with a lot of excitement.

But the years wore them down.

- tactics that didn't work
- offers no one wanted
- content that fell flat

No matter what they did, they couldn't grow.

You know what finally worked?

Achieving clarity on three simple decisions.

- What makes you unique
- Who do you want to serve
- How will you attract them

I've driven $70M+ in new revenue for clients, and I can tell you this:

Nothing will work until you make those three decisions.

No new marketing campaign.
No LinkedIn hook.
No DM script.
No rebrand.

Make those three decisions.
And watch everything fall into place.

If you're ready to get clarity on your business, all of my resources are on sale for Black Friday.

→ Strategic Goals Toolkit
→ Uncover Your Differentiation Workshop & Miro Template
→ Assumption Reversal Exercise
→ Ideal Customer Playbook
→ Onlyness Strategy Template
→ Paid Discovery Offer Blueprint
→ Brand One-Liner Templates
→ LinkedIn Just Get Started Guide
→ The $700k+ LinkedIn DM Templates
→ Sales Staircase
→ One-Liner Roaster GPT
→ Niche Channel AI Prompt

Plus, a $500 discount on a 90-min consultation.

That covers everything from setting goals to marketing.

Separately, they cost $1,242.

Get the All-in-One Black Friday Special for only $199.

Check it out: https://lnkd.in/e4YSrcGG

These are the exact exercises, templates, and frameworks I have used to position 145+ B2B brands as the only choice.

And drive over $70M in new revenue.

Tactics won't get you unstuck.

Clarity will.

✌🏼

#shftyourbrand

I have a confession to make:

My Black Friday all-in-one bundle was a flop.

I put all 10 of my digital products + 2 of my GPTs into one bundle...
Gave people a $500 discount on a 1:1 consultation...
Packaged them together (separately $1,242)...

And sold it for $199.

I was expecting to make 50 sales.

Which wasn't a crazy goal.

I sold over 200 of my LinkedIn Just Get Started Guides (included in the bundle).

50 was a very conservative goal.
But I only sold 10. 

And I know why:

I didn't market it well. 

- 1 email announcing it
- 1 LinkedIn post about it
- 2 IG stories that were afterthoughts
- No reminder emails

And the worst part:

- I wasn't even actively engaging on LinkedIn when that post launched.

I was off spending time with family and expected my post to just take off.

I fell into the same mindset I tell my clients NEVER to have:

If I build it, they will come.

🤦🏻‍♂️

Look, you can have the best offer ever.

I mean, $199 to get everything you need to:

- set business goals
- uncover your differentiation
- know your ideal customers and how they buy
- create your brand strategy
- build an offer
- create a paid discovery offer
- create a sales staircase so you don't have to sell
- write your brand messaging
- roast your brand message and get improvements (GPT)
- find niche marketing channels
- build a profitable LinkedIn presence
- send DMs on LinkedIn that generate revenue

It's everything I do for my clients..,
and charge a minimum of $18K for...

For $199.

That's a killer offer.

But without good marketing, even killer offers flop.

Remember that. 

You need marketing to sell your offer.

Anyone who says otherwise is a damn fool.

✌🏼

#shftyourbrand

-----
PS - I'm extending the Black Friday sale until this Saturday. Grab your copy here → https://lnkd.in/epNdCFR7

Stop creating strategies you never use.

You don't need another brilliant plan to save your business.

Beautiful slides.
Detailed timelines.
Comprehensive analysis.

All for it to collect dust while you focus on doing whatever feels urgent.

🤦🏻‍♂️

Here's what to do instead:

Build a strategy you WANT to implement:

1. Start Small
Pick ONE thing to focus on for the next 30 days. 

2. Make It Measurable
If you can't track it, you won't do it. Set clear metrics that matter.

3. Schedule It
Block time in your calendar. Treat strategy execution like client work.

4. Review Weekly
Every Friday, ask: "Did I move the needle on my strategy this week?"

5. Adjust Fast
If something isn't working after two weeks, pivot. Don't wait months.

The goal isn't to create the perfect strategy.

(It doesn't exist, boo)

It's to create a strategy you'll actually execute.

Because a mediocre strategy you implement beats a brilliant strategy you ignore.

EVERY 👏🏼 SINGLE 👏🏼 TIME 👏🏼 

Stop planning your way to success.
Start executing your way there.

Your future self will thank you.

✌🏼

#shftyourbrand

If I had to rebuild my business from scratch...

Here's exactly how I'd do it ↓

1. Get crystal clear on what you want to build.

I changed my mind every other month — solopreneur, massive agency, fractional CMO.

Because I looked at what everyone else was doing and thought:

THAT'S what success looks like. 

🤮

Define what you want to build.

Set goals for your time, focus, and team size.

Building is much easier when you do.

2. Know your ideal customers.

You need to know them inside and out.

Who they are, what they love, what they struggle with, how they buy, who they trust, what motivates them to buy.

Every post, every offer, every DM should speak to THEM.

3. Create an offer staircase.

Having 10 different offers means you're known for nothing.

Pick one main offer and break it into steps:

- Freebie lead magnet
- Paid digital product
- Paid discovery offer
- Low-tier version (done by you)
- Mid-tier version (done with you)
- High-tier version (done for you)

ONE offer. 
Different levels of access.

4. Pick 3 platforms and post regularly.

Educate and entertain your ideal customers where they are.

Make it a mix of:
- Social (LinkedIn, IG, TikTok)
- Email (launch an email newsletter, boo)
- SEO (YouTube or blog posts)

Those three cover the basis of the buying journey.
And guarantee you show up where and when they are looking.

4 steps.
Years of frustration avoided.

If you want to build smarter, all of my resources are on sale for Black Friday.

It's everything you need to implement those 4 steps yourself.

Separately, they cost $1,242.
Get the All-in-One Black Friday Special for only $199.

Check it out: https://lnkd.in/epNdCFR7

These are the exact exercises, templates, and frameworks I have used to position 145+ B2B brands as the only choice. 

And drive over $70M in new revenue.

All by implementing four simple steps.

✌🏼

#shftyourbrand

Your brand should come through your content. 

So much so that people feel it in every post.

Take my personal brand.

I set out to create a brand that was:

- Sassy
- Direct
- Strategic
- Rebellious
- Brutally Honest

I even label myself the Sassy Strategist.

Guess how Favikon described my brand:

- Sassy
- Direct
- Strategic
- Rebellious
- Brutally Honest

And labeled me the Sassy Strategist.

THAT 👏🏼 WASN'T 👏🏼 BY 👏🏼 ACCIDENT 👏🏼 OR 👏🏼 COINCIDENCE 👏🏼 

I chose how I wanted to be seen.
The feeling I would leave people with.

And then built that feeling...
...with every single post...
...every comment...
...every DM...
...every call...
...every email...
...every interaction you have with me.

THAT'S what authenticity looks like.

Not some vulnerable sob story about how you lived in your car.

But by being the same, no matter how people interact with you.

If your content doesn't help us describe you...
...even if it's 100% practical content...
...and not one single sob story...

You don't have a brand.

At least, not one that's working.

Let's fix that. 

I have 2 openings left for an Onlyness Call this month.

It's the perfect way to start 2026 with the right brand.

Book yours here → https://lnkd.in/eRuu6S3j 

Use discount code BYE2025 to save $400.

Cause #SassyJason is ready for this sucky-ass year to end.

✌🏼

#shftyourbrand

Sassy Jason Favikon Rewind

Most strategies don't drive revenue.

Here's how to test if yours actually does:

Revenue is the only metric that matters for business survival.

Yet most strategies focus on vanity metrics, awareness, and how nice it looks.

None of that pays the bills.

Here are 7 ways I test if a strategy actually drives revenue:

→ Review client retention and expansion rates
→ Calculate customer lifetime value changes
→ Measure conversion rates at every stage
→ Monitor average deal size improvements
→ Analyze sales cycle length reduction
→ Track lead quality, not just quantity
→ Test pricing strategy effectiveness

If your strategy isn't moving these numbers, it's not working.

Businesses spend months on positioning and market research without connecting it to actual revenue outcomes.

That's not a strategy.
It's expensive procrastination.

Real strategy creates a direct line from your positioning to your profit.

The only question that matters:

"Will this help us close more deals, faster, at higher prices?"

If the answer isn't a resounding YES, you're not being strategic.

You're procrastinating.

Test your strategy against revenue.

Not engagement rates.
Not brand awareness surveys.
Not how pretty your website looks.

Revenue.

Because that's what keeps you in business.

Everything else is just noise.

✌🏼

#shftyourbrand

I've run 275+ strategy workshops. 

Here are the 4 pitfalls even experienced marketers stumble into.

Pitfall 1: Starting with tactics

They jump straight to "we need better content" or "let's run ads."

Without understanding:

- WHO they're targeting
- WHY those people should care
- HOW they'll stand out in the market

Strategy first. Tactics second.

Pitfall 2: Making assumptions about their market

"We know our customers want X."

Do you?
Or are you guessing?

I've seen companies spend months building features nobody asked for.

Because they assumed instead of asking.

Pitfall 3: Trying to be everything to everyone

"Our solution works for small businesses AND enterprises."

RIIIGGGGHHHTTTT....

And that's exactly why you're struggling to stand out.

Pick a lane.
Own it completely.

Pitfall 4: Skipping the competitive analysis

"We don't have competitors."

Yes, you do.

Even if it's the status quo or simply doing nothing.

Understanding what you're up against shapes everything.

Just look at the data ↓

Companies that skip strategy spend 3x longer getting to market.

They pivot constantly because they never had a clear direction.

But companies with a solid strategy?

They move fast.
They stand out.
They win.

You can keep guessing your way to success.

OR you can build a strategy that actually works.

One gets you results.

The other?

That's just expensive trial and error.

✌🏼

#shftyourbrand

"Should we launch this new initiative?"

☝🏼 I get asked that question a lot.

Most founders see an opportunity and immediately think:

- competitive advantage
- resource allocation
- revenue potential
- growth targets
- market timing

All important considerations.

But launching without asking the right questions is costly.

At its core, a strategic initiative is an investment.

One that should deliver:

→ measurable results
→ for the right reasons
→ that align with your business

Before you pull the trigger, ask these 7 questions 👇🏼

1. Does this align with our core strategy?
If it doesn't support your main objectives, it's a distraction.

2. Do we have the right resources?
People, budget, and time. All three are non-negotiable.

3. What's the real opportunity cost?
What are you NOT able to do because of this initiative?

4. How will we measure success?
Vague goals lead to vague results.

5. What could go wrong?
Plan for failure scenarios before they happen.

6. Do our customers actually want this?
Your assumptions aren't market validation. Ask them!

7. Can we execute this well?
Mediocre execution kills great ideas.

☝🏼 These are the bare minimum questions you should answer.

Because they'll save you from expensive mistakes.
And help you focus on initiatives that actually matter.

Start with these essentials.

You'll gain far more clarity about what's worth pursuing.

Which, in turn, means better...

RESULTS.

If you're into that sort of thing, that is.

✌🏼

#shftyourbrand

Strategy is nothing without design. 
And design is nothing without strategy.

The two go hand-in-hand.

Most founders skip strategy and go straight to design.

- new logo
- new fonts
- new colors
- new website

As if those alone will save their business.

🤦🏻‍♂️

Others focus on strategy and skip design.

- uniqueness
- positioning
- messaging
- offer

As if being unique doesn't require a unique look.

🤦🏻‍♂️

Let me clear it up for you.

YOU 👏🏼NEED 👏🏼STRATEGY 👏🏼AND 👏🏼DESIGN 👏🏼

- if you want compounding results
- if you want a website that converts
- if you want to attract ideal customers
- if you want people to remember your brand

The two play off each other.
And bring in compounding results.

So, if you just want a pretty look...
Or if you just want a new message...

Choose design OR strategy.

But if you want a brand that makes you stand out...
One that attracts your ideal customers...
And gets them to choose YOU...

You need strategy AND design.

Or, you know, keep making it harder to generate more revenue.

That's cool too, I guess.

✌🏼

#shftyourbrand

I rarely discount my products and services.

It's just not the game I want to play. 

But this year, I started launching more digital products.

Frameworks, templates, and GPTs that I've used to generate 6-7 figures of new revenue for my clients.

I had 1 paid resource before 2025.

I now have 10.
And a few freebies that will become paid products next year.

I'm discounting them all.

That's right, #SassyJason is running a Black Friday deal on my All-in-One Bundle.

Here's what you get:

→ Strategic Goals Toolkit
→ Uncover Your Differentiation Workshop & Miro Template
→ Assumption Reversal Exercise
→ Ideal Customer Playbook
→ Onlyness Strategy Template
→ Paid Discovery Offer Blueprint
→ Brand One-Liner Templates
→ LinkedIn Just Get Started Guide
→ The $700k+ LinkedIn DM Templates
→ Sales Staircase
→ One-Liner Roaster GPT
→ Niche Channel AI Prompt

Plus, a $500 discount on my 90-min Onlyness Call consultation good until March 31.

Purchased separately, these resources cost $1,242.

But you can get the All-in-One Bundle for $199.

That's a savings of $1,043.

(Yes, I have gone insane 🤪)

Grab your bundle today → https://lnkd.in/epNdCFR7

That price expires on Tuesday, December 2. 

Don't say I didn't warn you.

✌🏼

#shftyourbrand

------
PS - I'm out today spending time with Mama Vana, Brother Vana, and Niece Vana, so I likely won't be replying.

December means one thing:

It's time to audit your brand.

Most founders never revisit their brand once it’s live.

No evals. No reflection. No updates.
Just hope it still lands — even though the market has moved.

If it’s been a year since your last brand check, start here:

1. Analyze competitors
Drop yours and their websites into SEMrush.
See if you're winning attention. 

2. Pressure test your positioning
Still the only?
Run your unique angle through the Can’t/Won’t test.

3. Talk to real customers
Interview 3–5. Ask about their problems and why they bought from you.
Update your ICP based on their words.

4. Audit the experience
From first click to offboarding — what’s clunky and what's seamless?
Find and fix any friction.

5. Make it actionable
Prioritize the shifts.
Assign owners. Set deadlines.

Want a sharper outside perspective?

Let me roast your brand.
And give you a checklist of what to improve.

I'm only taking on 4 brand audits until Christmas.

Book yours here → https://lnkd.in/eabzMSpq

Don’t wing it like the rest.

Audit now, so 2026 isn’t guesswork — it’s growth.

✌🏼

#shftyourbrand

How to Audit Your Brand | Shft Agency

Happy Thanksgiving from the Vana family.

Including my sassy niece.

The only one who can out-sassy #SassyJason.

Excuse me while I go torment her a bit.

Like all good uncles do.

✌🏼

#shftyourbrand

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taplio

The Battle

Marcos Ruiz

Jason Vana

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Engagements

Likes

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);}Marcos Ruiz's LinkedIn Performance

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