Jason Greenwood

Your Go To B2B eCommerce Specialist📦| eCommerce Consultant | 🎙️Host of THE ECOMMERCE EDGE Podcast - 350+ Episodes!

🔔 If you're a mid to large manufacturer or distributor and you're excited to explore how eCommerce can drive significant revenue and sales efficiency in your business - we should talk.

With 25+ years working in eCommerce, I spend my days helping mid/large wholesale brands ($20M+) sort out their people, process, tech, ops and data challenges so they can execute on the huge opportunity that is eCommerce.

I also have the privilege of consulting to B2B eCommerce software vendors, agencies/SI's and investors, helping them get the most out of their businesses.

Through THE ECOMMMERCE EDGE Podcast I also get to chat with some of the smartest minds in our industry and share those learnings with you along the way.

🌏 Having been born and raised in the US, then living in New Zealand for 28 years and marrying a Kiwi-Asian, to now living in Mexico - I see the world through a very diverse lens.

I’m a passionate mentor, commentator, keynote speaker and content producer that loves giving back to an industry that has given me so much over the years.

Oh - I also love traveling the world, like fast cars, motorbikes & jetskis, scuba diving and generally having fun as often as I can.

Lover of fine Bourbon. 🥃

Thanks for dropping by and I look forward to chatting if you believe I can help drive your business forward.

Email me anytime: jason@greenwoodconsulting.net

Founder & Lead Consultant

📦 𝗚𝗿𝗲𝗲𝗻𝘄𝗼𝗼𝗱 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗶𝗻𝗴 𝗶𝘀 𝗮𝗻 𝗶𝗻𝗱𝗲𝗽𝗲𝗻𝗱𝗲𝗻𝘁 𝗕𝟮𝗕 & 𝗗𝗧𝗖 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗰𝗼𝗻𝘀𝘂𝗹𝘁𝗮𝗻𝗰𝘆.

We help brands achieve technical, operational and customer experience excellence through our unique & highly effective ‘Fit for Commerce’ Framework.

We specialise in complex B2B (Business to Business) and DTC (Direct to Consumer) environments.

After many years in the industry, my goal with Greenwood Consulting (GC) is to completely upend the traditional consulting and advisory model via a novel subscription service accessible to a wide range of B2B/DTC brands.

Many businesses have realised they simply are not prepared for digital commerce as their primary go to market model.

GC helps ambitious startups and established brands address these issues and supports them as they seize this opportunity to re-imagine themselves from the ground up for the digital age.

We can help establish omni-channel strategy & requirements, select & architect a back/front office commerce tech stack + partners and help make sure it’s implemented properly and leveraged fully.

GC helps ensure that people, processes, technology & data are aligned to deliver outstanding, digitally led brand and customer experiences.

We also offer outsourced/fractional CTO/CDO and advisory board services for ISV’s and VC’s.

✅ 𝗜𝗳 𝘆𝗼𝘂 𝗵𝗮𝘃𝗲 𝗮 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝘁𝗼 𝘀𝗼𝗹𝘃𝗲 𝗼𝗿 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝘁𝗼 𝗲𝘅𝗽𝗹𝗼𝗶𝘁 - 𝗴𝗲𝘁 𝗶𝗻 𝘁𝗼𝘂𝗰𝗵, 𝘄𝗲’𝗱 𝗹𝗼𝘃𝗲 𝘁𝗼 𝗵𝗲𝗹𝗽!

🅴 jason@greenwoodconsulting.net
🆆 greenwoodconsulting.net

Branka Injac Misic

If you work in financial services and don’t have a marketing team, marketing quietly becomes everyone’s problem, BUT nobody's priority.

You’re expected to do things like “just show up on LinkedIn”, make sense of AI tools, and somehow explain what you do in a way that sounds clear, credible, and human…all while navigating compliance, client work, and everything else already on your plate.

Without a marketing background, that usually leads to one of three things:

– content that sounds generic or jargon-heavy
– half-used AI tools that create more noise than clarity
– or marketing being avoided altogether because it feels cringe, risky, or forced

Unfortunately this leads to potential clients not quite getting what you do or why it matters. Conversations that stall before they start. And you end up competing on price cos’ your value never quite lands.

My approach is built on the simple belief that marketing should feel like clarity, not chaos – and AI should make that easier, not worse.

You don’t need to become a marketer, chase trends, or outsource your voice. You just need to know what to say, how to say it, and how to use the tools properly.

I help financial services businesses and teams without in-house marketing leadership use LinkedIn and AI in a practical, non-techy way so you can stop guessing, start connecting, and build a business and brand that people remember, trust, and recommend.

Some ways I can help you:

– I run training sessions on (organic) LinkedIn marketing for teams of non-marketers
– I run training sessions for non-marketers on how to use AI to make your marketing better (and avoid the slop)
– I work with non-marketers in financial services to build out their foundational positioning and messaging strategies

And if there's something else you need help with, I have a great network of partners and collaborators I can hook you up with.

Co-Founder

I work as a fractional CXO under the TwoNorthStars banner.

This work involves helping startups and small businesses, with modest budgets, grow and compete on customer experience.

We usually focus on both acquisition *and* retention – because modest budgets tend to have more pressure to produce ROI across the whole customer journey, from decreased CAC to increased LTV.

My work – which all sits under the CX umbrella – covers a range of areas across the business including:

• Marketing (e.g. marketing strategy, demand generation, GTM, messaging development and execution, SEO & content strategy...) 
• Growth (e.g. channel build out, iterative testing through the funnel, developing data-driven strategy from test results...)
• Product (e.g. product marketing, customer intelligence, user journey mapping, VoC bank creation, UX writing...)
• Brand (e.g. brand strategy, business positioning, brand guideline creation, PR strategy...)
• Community (e.g. organic social media strategy, initiative planning for community growth, strategic partnership build out...)
• Ops & service (e.g. business goal strategy, process alignment, retention strategy...)

I encourage clients to use a blend of quantitative and qualitative data to inform strategy and decision making, as one without the other only gives you half of the story.

If you haven't heard of *dark social* before, you're not a marketer and so you'll probably find this interesting…
(stay with me, it’s kinda fun 🤭)

See my post metrics in the first screenshot? 

11,191 impressions
18 likes
3 comments

On the surface, it looks pretty…well…MEH. 

But the real story isn’t in the engagements – it’s in the *ratio* 👀

DARK SOCIAL = all the behind-the-scenes sharing that never shows up in your feed
(think Slack, WhatsApp, email forwards, screenshots in DMs…)

Now, here’s where it gets interesting. 

Samantha McKenna (who knows this stuff inside out) has a quick way to spot it:

- take your impressions and divide them by your engagements (likes + comments)
- if you’re around 50x, your post did well
- if you’re creeping past 100x, your content is moving through hidden channels because it’s valuable enough to share behind the scenes

Which means my post from the first screenshot (11,191 impressions ÷ 21 engagements) has a DS score of ~532 🫨

So while only 21 people engaged publicly, waaaaay more probably copied, pasted, or screenshotted and sent it somewhere I can’t see.

THAT’S *dark social*. 

And it’s why likes/comments aren’t the full story.

Now your turn! 

Find a relevant post, do the quick calc, screenshot it, and drop your DS score below. 

Let’s see how much ‘invisible sharing’ is happening out there!



P.S. I've added a few others that did alright just to show you that dark social in action.

Teaching practical (non-techie) AI to non-marketers in financial services

I keep seeing folks on LinkedIn with profile photos that are...well...not the best 🙈 Cropped wedding shots. Blurry pics from some work event. Something so dark you can barely make out the face.

Thing is (esp in financial services) your profile pic matters more than people like to admit.

(and no, having no photo is *not* the answer, that’s almost worse because on this platform – where people are expected to be who they say they are – no photo can come across as sus)

So first thing’s first…

If you've got the resources, book a proper photographer and get professional headshots* done. 

That's always going to be the better option.

Buuut if you're in that in-between stage (eg. you haven't had time or budget to sort out a proper shoot) Google's Gemini Nano Banana can give you something decent (for free!) while you get the real thing organised.

Think of it as a ‘useful stopgap’ 😅

Here's how it works:

- take a clear photo of yourself (or find one that's well-lit and in focus)

- upload it to Gemini (you’ll need to be signed into a Google account, but it works on a free one)

- copy and paste this prompt (but edit it to suit what you actually want – more on that in a sec) 👇🏼

"Generate a professional LinkedIn headshot based on the uploaded image, preserving all unique facial characteristics, bone structure, and identifying features without alteration or idealisation. The subject is framed from mid-chest up, shot straight-on at eye level with the body and face both directly facing the camera. Natural headroom above, ensuring the top of the head sits comfortably within the frame without cropping. The person wears a smart casual blazer in a neutral tone. Background is a solid #023535. Lighting is soft and even – think large softbox or window light from a 45-degree angle, creating gentle modelling on the face without harsh shadows. Captured on a 50mm f/2.0 lens with a medium-shallow depth of field, keeping the eyes tack-sharp while the background falls into a smooth, clean gradient. Skin texture remains natural and realistic, with fine detail visible in fabric weave and individual strands of hair. The expression is calm, approachable, and grounded – professional without being stiff. Colour grading is neutral and true to life, with balanced midtones and no heavy warming or cooling. The overall feel is clean, contemporary, and trustworthy."

A few things:

- the prompt is a starting point – tweak it to suit you (this is probably the only photo in existence of me in a blazer but I wanted to use something ‘more polished’ as an example)

- it might not work the first time – face slightly off, bad lighting, weird proportions. Try different reference photos (one at a time), adjust the prompt, regenerate.

- this isn't a replacement for a real headshot – it's just a (decent) band-aid 


*btw if you’re an asset finance broker and you come to one of our Asset Rental Group (ARG) professional development events we (almost) always offer complimentary headshots

I'm not exaggerating when I say this ONE sentence will draaaastically improve how you use AI.
👇🏼

I keep hearing folks think they need to become technical to get better AI results.

They're watching YouTube tutorials on "advanced prompting techniques" or reading 29-step frameworks (many of which are genuinely good, btw)

But the GOOD NEWS is you don’t haaaave to spend hours learning proper prompting frameworks.

You can use *just one extra line* in your prompts and get dramatically better output right now.

I stumbled on this by accident ages ago when I was rushing through a project (late at night), brain fog at full capacity, and couldn't articulate what I actually wanted from ChatGPT.

So I added this to the end of my prompt:

"ask me questions to fill any gaps and ensure you deliver exactly what I'm looking for"

That's it!
Just that one line.

Then Chappie asked me 3-4 clarifying questions that pulled out details I didn't even realise I'd missed 🙈  and it made the output waaay better than anything I'd gotten from my loads of my "perfect/super detailed" prompts.

I’m telling you THIS 👏🏼 WORKS 👏🏼

And the best part is that you don't have to think of everything upfront. 

The AI does the heavy lifting by figuring out what's unclear or missing (it's like having a smart assistant who actually reads between the lines instead of just taking orders)

And btw, if you've got time to deep-dive into prompt engineering frameworks, go for it. They're suuuper valuable (and I’ll break those down for you eventually, too).

But if you're drowning in work and just need AI to stop giving you generic rubbish? This 👏🏼 is 👏🏼 your 👏🏼 shortcut 👏🏼 (am I emphasising this enough?! 😅)

So…how do you use it?

1. Write your prompt however you normally would (messy, incomplete, rushed – doesn't matter). Heck, if you’re using Chappie (aka ChatGPT) use the voice mode to speak your prompt to it, it reeeally doesn’t matter if it’s messy.

2. Add this one sentence at the end:
Ask me questions to fill any gaps and ensure you deliver exactly what I'm looking for

3. Answer the questions it asks you.

4. Watch the output improve dramatically.

Try it this week and tell me what happens 🙏🏼 
did the questions pull out something you missed? 
did the output actually get better?

I'm genuinely curious whether this works as well for you as it does for me.


p.s. here are some alternatives that also work:
- ask questions about anything I've missed that would improve the outcome
- ask me questions to fill in gaps or clarify what I need for the best result
- ask questions to fill gaps and nail the outcome

Old AI: not for you. 
New AI: *actually* for you. 
Here's why 👇🏼

Look, AI’s been around for aaaages.

Think stuff like banks using predictive models to detect fraud or big telcos building custom systems to predict which customers might cancel their service. 

Thing is, that AI (predictive AI) required data science teams, months of custom development, and the kind of budgets that pretty much only enterprises could justify. 

So if you were a solo broker or running a small brokerage with limited resources, that tech may as well have been on another planet.

But then generative AI (Gen AI) showed up…and became popularised by ChatGPT.

And it changed errrrrything!

Cos' Gen AI is already built, already trained, and it doesn't need your historical data or a technical team to make it work. 

You just need to know how to ask it the right questions, and you can start using it right away.

“Cool story, B? But the whole AI thing is a bit ‘too hard basket’ for me right now.”

Yes. I know. I get it.
Every man and his dog is telling you that you should be using this or that or doing it this way or that way.

There’s no shortage of advice out there, buuuut it’s either:
- too vague
- too techy
- too impractical for *you*

So I’m trying to break things down into things that actually matter for financial services peeps, and give you practical (non-techy) things you can do with it to make your life easier.

But before any of that – you need to understand whyyy the birth of Gen AI *actually* matters to you. 

See, you're not competing with big finance businesses or tech firms any more. 

You're competing with other brokers who've figured out they can personally use AI to work faster, think sharper, and show up better for clients.

The broker who can analyse a complex deal in 10min instead of an hour? Using AI.

The broker who never fumbles a client objection cos’ they've already war-gamed it with Claude? That's AI too.

The broker who sends perfectly crafted, compliant follow-ups every single time isn't just naturally gifted at writing – they're (you’ve guessed it!) using AI.

But the GOOD NEWS is, you’re not behind (despite what the doomsdayers are saying).

You just didn't realise the playing field shifted. 

The AI that was locked behind corporate doors for 30 years wasn't built for everyday brokers trying to run their business with limited resources.

But Gen AI is!

So the question remains…*when* are you going to start using it to your advantage?

taplio

The Battle

Jason Greenwood

Branka Injac Misic

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The Battle

Jason Greenwood

Branka Injac Misic

Followers

Posts

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);}Branka Injac Misic's LinkedIn Performance

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