Self-employed | Contract work

Empowering hospitality leaders with targeted, actionable strategies that drive immediate results. My focus is on accelerating career growth through practical tools in leadership mastery, team engagement, and strategic thinking.

Key Achievements:

✧ Fast-Tracked Career Development: Designed a career advancement framework that helped 50+ clients secure higher roles within 6 months.

✧ Leadership Mastery: Enabled managers to enhance confidence and effectiveness with a 25% increase in team productivity.

✧ Interview Success: Guided professionals in executive role preparation, achieving a 90% interview success rate.

✧ Team Engagement Strategies: Introduced team-building frameworks that increased employee retention by 20% across client teams.

Career Development Specialist

The Barrett Group

As an Executive Resume Writer at The Barrett Group, I crafted high-impact career documents that led to career advancements for hundreds of clients. 

My approach focused on capturing core strengths, aligning with client goals, and enhancing market relevance.

Key Achievements:

✧ Produced strategic resumes that directly led to increased interview rates for clients.

✧ Recognized for delivering high-quality, tailored career documents that positioned clients for leadership roles.

✧ Collaborated with consultants to integrate personal branding techniques, boosting clients' visibility on LinkedIn.

Executive Resume Writer

Goodwin Recruiting

Leveraged extensive hospitality expertise to navigate the complexities of talent acquisition during the unprecedented COVID-19 pandemic, focusing on aligning top-tier talent with leadership roles to support client growth and team cohesion.

Key Achievements: 

✧ Adapted recruiting strategies to overcome pandemic-related challenges, resulting in successful placements that supported critical leadership needs. 

✧ Implemented targeted industry insights to maintain streamlined hiring practices, reducing the average hiring cycle despite widespread disruptions. 

✧ Enhanced client partnerships through transparent communication and creative candidate sourcing methods, fostering trust and long-term collaboration.

Recruiter- Hospitality Division | Remote

SUNY Adirondack

Partnering with a state university’s continuing education department, I helped create an interactive class designed to help staff improve the customer experience for the Lake George region of New York!

Curriculum Development- Contract Training

Without a master’s degree, but years of real-life leadership experience, I found it difficult to teach at the university level.

So, I did the next best thing and condensed what I had learned over the years of coaching, mentoring, and developing teams and managers, and created two courses.  

My love of teaching flourished as I helped other professionals improve their own leadership skills and increase internal and external customer engagement.

Continuing Education Instructor

Richbell Capital

Led the transition from hospitality to multifamily property management, successfully overseeing the growth of a Class A portfolio from one to five communities (800+ apartments) while improving resident experience.

Key Achievements:

✧ Established SOPs and management practices, increasing operational efficiency by 30%.

✧ Enhanced resident retention by 13% through quality service initiatives.

✧ Achieved 90% occupancy consistently, with a strong focus on resident satisfaction.

Director of Property Management | Partial Remote

Led the strategic direction and operations of a high-volume hotel, focusing on revenue growth and guest experience.

Key Achievements:

✧ Increased F&B revenue by 25% through unique menu expansions and event-driven promotions.

✧ Partnered with local businesses for cross-promotional opportunities, boosting occupancy during off-peak times.

✧ Achieved top ratings in guest satisfaction surveys by enhancing service quality and personalized experiences.

Hotel General Manager

✧ Developed and delivered curriculum for a non-credit hospitality field class

Hyatt Hotels Corporation

Oversaw comprehensive F&B operations, implementing strategies that led to measurable improvements in service scores and customer satisfaction.

Key Achievements:

✧ Raised F&B customer service scores by 15% through targeted staff training and SOP enhancements.

✧ Introduced themed F&B events that drove an 18% increase in guest satisfaction during key revenue periods.

✧ Maintained the highest LRA score in the division, establishing a benchmark for quality and consistency.

Food and Beverage Director

Having opened the property as part of the Corporate F & B Opening team training the staff on hotel directives and SOPs, I was thrilled at the opportunity of joining the team as an assistant director.

Working for a director that celebrated new ideas, we found creative ways to drive revenues:

✧A bloody Mary bar on New Year’s Day with Dr. Hangover.

✧Cocktails, chocolate beers, and desserts for Valentine’s Day.

✧Beer Pairings- after all, we were in Denver.

✧Dessert happy hours

✧ Incentive contests for managers to recognize their efforts in driving revenues, reducing costs, and improving the guest experience.

Assistant Food and Beverage Director

o   Assisted in the management of all food and beverage departments including five (5) outlets, retail coffee store, and banquet department - exceeding $18 million in annual revenue
o   Developed strategic hiring strategies to accommodate seasonal business demands
o   Implemented innovative training programs to improve customer satisfaction scores

o   Achieved an annual food revenue of $12 million
o   Maintained payroll and overtime costs based on revenues
o   Achieved a yearly customer satisfaction score of a 4.6 out of 5 for banquet service
o   Coordinated incentive contests designed to increase customer service scores and improve morale
o   Responsible for weekly schedules of 50-100 associates

Banquet Manager

o   Oversaw beverage operations for four (4) hotel restaurants, lobby bar, and all banquet functions
o   Achieved and maintained beverage cost of 19.1% in the hotel’s second year of operation
o   Marketed a unique customer experience while adhering to all division directives
o   Directly responsible for ordering all beverage related items for the resort

Beverage Manager

o   Managed a 47-seat restaurant and two (2) beverage carts at 18-hole golf clubhouse
o   Assisted in other aspects of food and beverage during peak times
o   Developed and marketed incentive contests to increase revenue

Restaurant Manager

o   Assisted in managing banquet functions, corporate meetings, and social events
o   Assisted in the supervision of room setups, coordinated services, and details of all banquet events
o   Demonstrated leadership ability maintaining department scheduling and payroll

Assistant Director of Banquets

o   Coordinated training solutions for union employees
o   Successfully organized and directed catered guest room events to ensure guest satisfaction
o   Developed strategies to maximize potential, new and current client base accounts
o   Exceeded food and beverage forecasts - revenue of $2.5 million

Director of Room Service

o   Successfully illustrated and implemented a children's menu
o   Assisted with planning for holiday brunch events
o   Motivated staff by strengthening the working relationship with the culinary team

Assistant Restaurant Manager

Empowering Professionals to Stand Out, Secure Leadership Roles, and Transform Teams

With over two decades in hospitality leadership, operations consulting, and executive career coaching, I bring practical experience to professionals ready to take the next step in their careers. I combine real-world leadership insights with a proven track record in resume writing and career development to deliver results that matter.

I’ve held roles ranging from Director of Food & Beverage at Hyatt Hotels to Hotel Operations Consultant, overseeing large teams and million-dollar operations. I know what hiring managers look for because I’ve been one—and I help my clients tell their stories to stand out!

What I Offer:

✔ Executive Resume Writing: As a former recruiter and consultant, I write resumes that highlight achievements, leadership impact, and unique strengths to position you as the ideal candidate.

✔ Career Coaching: From interview preparation to navigating career pivots, I help leaders step into their next role with confidence.

✔ Leadership Development: I guide managers and professionals in building high-performing teams through empathy, structure, and clear strategy.

✔ Hospitality Consulting: Practical solutions for leadership challenges, operational efficiency, and guest experience optimization.

Whether you’re a professional looking to rebrand, secure a leadership role, or grow as a leader, I’m here to provide the tools, strategies, and clarity you need.

Ready to elevate your career or leadership impact? Let’s connect and start the conversation.

Luke Duggan

I once worked with a manager whose resume said:
“Oversaw daily operations for a 200-room property.”

Accurate and dull.

We rewrote it to show the impact made:

“Led a cross-functional team through a full renovation while maintaining 94 % guest satisfaction.”

Same role. 
Different story.

Sometimes it’s not that your resume lacks experience; it just lacks emotion. 

The results, decisions, and pressure you carried tell the real story.

📍 What’s one resume line of yours that deserves a story behind it?

Luke Duggan 

Executive Resume Writer | Led Multimillion $ Teams, Now I Help You Land High-Visibility Roles

At some point, you stop learning from your job and start maintaining it.
That’s usually the moment you’re being prepared for what’s next.

The danger? 
Staying too long because it’s comfortable or convincing yourself you’re not ready.

Every promotion, pivot, or reinvention starts with a decision to tell a new story about yourself.
 
Your resume and profile should reflect where you’re going, not where you’ve been.

📍 Are you still describing yourself for the role you already mastered?

“Managed a team of ten.”

“Responsible for client satisfaction.”

“Oversaw daily operations.”

None of these are accomplishments; they’re job descriptions.

Accomplishments show change. Not what’s expected of you in your current role.

What got better because you were there?
What problem did you solve that others missed?

📍 If your resume lists what you did instead of what changed, you’re not showing impact. 

You’re listing only duties, and it makes you no different from every other applicant.

What’s one bullet you could rewrite to highlight the difference you made?

She’d led major projects, mentored teams, and delivered results quarter after quarter.

However, the silence that followed each application was deafening.

When we reviewed her resume, it read like a job description. 
 
No context. No leadership voice. No “why it mattered.”

We rebuilt her story around outcomes and ownership.

Within three weeks, she had multiple interviews, and more importantly, her confidence was back.

A resume isn’t a list of what you did; it’s evidence of how you think.

🧭 If your results aren’t getting noticed, the problem isn’t your work; it’s how it’s being told.
 
📍 Have you ever felt that your resume was accurate but not effective?

The job search doesn’t drain you because of rejection.
It drains you because of ambiguity.

Endless scrolling. 
Silence after applications. 
The feeling that you’re doing everything right but still invisible. 

The fix isn’t more effort. It’s clarity.

Clarity about your story, your strengths, and your target.

When every move aligns with where you’re headed, momentum returns.

📍 What’s one change that helped you make your job search less exhausting?

Too many great leaders stay invisible until it costs them opportunities.
 
I’ve worked with leaders who built strong cultures, solved problems quietly, and led teams with heart, only to get passed over because their impact wasn’t visible.
 
Visibility isn’t bragging. 

It’s about ensuring the right people understand your impact.

Your resume should reflect how you lead, not just what you did.
 
📍 What’s one way you make sure your leadership is seen?

It was one of those weekends every hotel leader remembers-

All outlets packed, the ballroom hosting a high-profile reception, and the kind of pace that makes the hours blur.

By Sunday night, everything had run flawlessly. 

Sure, we had hiccups, but guests were happy, service never broke stride, and the team pulled together beautifully. 

The old me would have assumed everyone saw the impact because results alone don’t speak for themselves. 

But I took no chances and spent additional time crafting an email that showcased the team's successes. That short email, which probably took an hour to write, recapped the weekend’s numbers, the challenges overcome, and the wins worth celebrating, and made sure senior leadership knew. 

Not to boast, but to make the invisible visible.

That lesson never left me. Visibility is leadership.
 
If you don’t tell the story, someone else will, and they might not tell it right.

It’s the same principle I bring to my work today: helping leaders articulate their impact clearly, so their results and their character don’t go unnoticed.

📍 Have you ever had your work overlooked because it wasn’t visible?

Not every leadership moment gets applause, but that doesn’t make it less meaningful.
 
Some of the most important work happens when no one’s watching:
 
✅ Backing up a struggling team member

✅ Fixing the prep line before guests arrive
 
✅ Rewriting a resume bullet at midnight so it lands the right way
 
Visibility doesn’t mean chasing credit. It means understanding which moments quietly define your story.
 
📍 What’s one “quiet win” from your week?

Some turning points arrive with fanfare. Others sneak in quietly.

Mine came in a moment that didn’t look important at all, a small project that forced me to rethink my leadership approach.
 
It wasn’t glamorous, but it exposed a gap I hadn’t noticed: I was leading for efficiency, not clarity.

That project changed how I approached group work, from how I communicated with teams to how I helped clients tell their own career stories.

Turning points rarely announce themselves, and they show up when you least expect them to. Disguised as another day’s work, and looking back, you realize those moments honed your style.

📍 What moment in your career seemed small at the time but ended up changing your direction?

Every success story has a moment where it almost fell apart.
The missed deadline.
The unexpected setback.
The voice in your head saying, “Maybe this isn’t going to work.”

But something pushes you through, a decision, a person, or plain stubbornness.

The wins that almost didn’t happen are the ones that teach you the most about what you’re made of.

📍 What’s one success you nearly gave up on, and what kept you going?

This year taught me a humbling lesson: 
doing more isn’t progress if it’s in the wrong direction.

I’m letting go of content that fills time but not purpose.
 
Of chasing ideas that look good but don’t move the business.
 
Of assuming consistency alone equals momentum.

Sometimes clarity starts with subtraction.

📍 What’s one thing you’re releasing before the new year to make space for what matters?

We often discuss what we’ve taught others.
However, growth often hides in what surprises us.

Maybe a conversation shifted your perspective.

Maybe a problem you thought was simple had layers.

Maybe someone on your team showed you a new angle.

Surprise has a way of revealing blind spots and sparking growth, if you take a moment to notice it.

📍 Anything surprise you this week?

Every meeting, decision, and shift contributes to your professional story. The only question is: are you shaping it, or letting others write it for you?
 
 
Leaders often think branding starts when they decide to update their resume.
 
Your reputation is built daily, in how you handle conflict, give feedback, show up under pressure, and lead when no one’s watching.
 
The resume merely captures what you’ve already made visible.

📍 What story is your daily leadership writing for you?

Keep it simple, human, and authentic.
 
This week, visibility was on my mind.

The moments that stuck weren’t flashy; they were the times someone showed up, set the tone, or made their impact felt without saying a word.

 📍 What stood out to you this week about how leadership shows up before it speaks?

“What impact did you make that no one asked you to make?”

Because the best leaders don’t wait for permission to improve things.

They notice what’s broken and fix it. 
They raise standards others stopped seeing.
They take initiative.

You can tell a lot about someone’s leadership by how they answer, not the words, but the reflection behind them.

📍 How would you answer that question?

Growth doesn’t always come from new ideas.

Sometimes it comes from small course corrections.

The way you open a conversation.
The pause before you reply.
The moment you decide to handle something better than last time.

Leadership is about awareness, not being perfect.

📍 What’s one thing you’re doing differently next week?

Working with clients, the best resume line isn’t always about the biggest metric.
It’s the one that reveals leadership character.

One client wrote:
“Led 12 direct reports.”

We changed it to:
“Built a team trusted to run operations in my absence.”

Same role. Different weight.

The second line shows ownership, trust, and leadership maturity, the qualities hiring managers value.

When you learn to write results through the lens of impact, not inventory, your resume stops blending in.

📍 What’s one quiet accomplishment that deserves more credit in your story?

Years ago, I worked under a GM who refused to lower standards, even on nights when everything went wrong.

The lobby was packed, the phones wouldn’t stop ringing, and the bar was short-staffed.

He did more than protect the service that night. He protected the trust our guests and staff came to expect.

Now, when I help leaders shape their resumes, I think about that lesson.
 
You’re not just listing what you did.
 
You’re defending what mattered and demonstrating you stood firm when it counted.

📍 Who taught you to protect the standard when it would’ve been easier to let it slide?

The moments I’m most thankful for weren’t the easiest ones.
 
They were the ones that shaped clarity:

The rejection that made me sharpen my story.
The client who pushed for a better version.
The leader who told me the truth, not what I wanted to hear.

Gratitude is more than reflection because every setback I’ve had became a blueprint for helping others position their worth.

📍 What moment challenged you most and later proved to be a gift?

Early this year, I almost said no to a client because the project seemed small.
It turned into one of my most fulfilling partnerships,  and a reminder that impact isn’t always visible upfront.

That “small” project ended with a client landing their dream role.
 
What I thought was routine became a story I still reference when coaching others.

The wins that matter most often start quietly,  when you choose to stay committed, even when the payoff isn’t obvious yet.

📍 What’s one quiet win that reminded you why you do what you do?

Brian Dordevic

Delivering profitable web design with SEO first approach. Official Google partner.

I started as a $4/hr offshore virtual assistant and became a USA citizen & business owner.

I help you generate more profit with your existing traffic efforts by optimizing conversion rates, improving your site speed & content strategy.

Chief Executive Officer

As the CEO of Alpha Efficiency, I steer the strategic direction of the company while managing an expanding team of 30+ professionals, spearheading growth initiatives, and driving operational efficiency.

Key Performance Indicators (KPIs) & Achievements:

Team Leadership & Management: Championed a culture of performance and accountability that led to a 35% boost in operational efficiency. Regularly oversee talent acquisition and retention strategies to ensure our team is well-equipped for success.

SEO & Content Management: Supervised the creation and execution of our SEO strategy, which saw a remarkable 60% surge in organic website traffic within six months, augmenting our brand's digital visibility.

Paid Media Strategies: Pioneered the deployment of innovative paid media campaigns, resulting in a 50% increase in brand awareness and a 30% rise in customer acquisition, significantly expanding our market footprint.

Performance Benchmarking: Developed and implemented performance benchmarks to ensure constant progress. The systematic monitoring of these metrics brought about a 20% improvement in overall productivity.

Stakeholder Management: Successfully maintained robust relationships with key stakeholders, attaining a 90% satisfaction rate, testament to our commitment to delivering value and fostering transparency.

Financial Management: Maintained stringent control over fiscal operations, consistently delivering profitability and surpassing financial objectives by 15% in the previous year, solidifying our position in the market.

This multifaceted role requires a delicate balance of leadership, strategic thinking, and operational excellence. It's my mission to continue propelling Alpha Efficiency forward, driving sustainable growth, and adding value for our stakeholders.

Most web devs ship the site and disappear.

Client is left with:

• Title tag: “Just another WordPress site”
• /wp-admin begging to get hacked
• No favicon, no brand memory

Client never checks this stuff.
But Google and bots do.

Amateurs build pages.
Pros protect assets.

Be the dev who makes them money and keeps them safe.

Helping Law Firms increase local AI SEO visibility and maximize perceived reputation | Hubspot, Google & SEMRush Partner | View my portfolio for inspiration

Here is how my web design agency hit $500,000 this year (without burning out and drowning in sales calls):

1. Build an infinitely recurring offer

We stopped selling random projects.
We focused on three core outcomes:

• Tech stack we can support for years
• Clear care plan attached to each client
• Design that loads fast and CONVERTS

Every new website came with maintenance baked in, not as an optional extra.

This moved us from 80% one time revenue to 80% RECURRING revenue. 

Life gets easier when you know where your next payment is coming from.

2. Then we stacked layered recurring revenue

Instead of pitching “full service marketing” up front, we did:

• Website first
• Then Local SEO
• Then email automations
• Then grow into ads management

One win at a time.

Clients stayed because each layer made their funnel more profitable, not more complicated.

3. Make recurring work feel like a product, not chaos

We treated retainers like products:

• Fixed deliverables
• Fixed reporting rhythm
• Fixed weekly meeting cadence

Clients knew what was happening every month.
Team knew what to ship every week.
This killed most of the “emergency” calls.

4. Do the hard things competitors avoid

While others chased AI short term tactics to avoid hard work, we:

• Fixed technical SEO properly
• Cleaned tracking and analytics
• Optimized page speed and UX
• Talked to clients’ intake teams about lead quality

Unsexy work.

But it is what moved revenue for clients and made our retainers untouchable.

5. Turn happy clients into a referral engine

We did not beg for referrals.
We engineered them:

• Case studies that show revenue growth
• Simple “Who do you know like X?” asks
• Partner deals with vendors already serving our clients

Result: referrals drove more revenue than cold outreach.

6. Protect energy, not just profit

To avoid dying on sales calls, we:

• Had short, focused discovery calls
• Said “no” to clients who wanted chaos
• Used templates and checklists to scope fast
• Pre qualified leads through forms and content

Fewer calls.
Better clients.
More energy for actually building.

If you run a service business and want to turn it into a recurring revenue machine without living on sales calls, reply “SYSTEM” and I will send you a breakdown you can implement in your agency.

Corporate HATES remote work.

That's why my team loves our 100% remote agency (and ZERO commute).

Yet that doesn't stop us from:

• Driving around $2,000,000 in revenue for a disability law firm
• Shipping enterprise grade web development for a major non profit
• Adding over $4,000,000 in revenue for a home improvement business

All delivered from laptops in Ibiza, Paris, Palma de Mallorca and Chicago.

No HQ. No fancy boardroom. No glass tower with a logo on it.

Just:

• A MacBook
• Nitro cold brew
• Blazing fast internet
• Senior operators who care more about results than clocking in

Here is what we do not have:

• Office politics
• Pointless water cooler talk
• Commutes that drain everyone before work even starts

Here is what we do have:

• Deep work
• Fast shipping cycles
• Clients who measure us on revenue, not timesheets

Remote is not an excuse for lower standards.
For us it is the reason we can focus on the only thing that matters: 

RESULTS.

Want to see what this kind of fully remote operation produces?

Check out our portfolio!

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People flex with watches.
But owning your time is the real flex.

Most people signal status with what is on their wrist.
I use mine to remember I never want to sell my time again.

I own three watches:

• A $1,000 Apple Watch Ultra
• A $5,000 Breitling
• A $500 Tissot

You would think I wear the Breitling the most.

I do not.

The Apple Watch used to run my life.
Notifications. Activity rings. Constant pressure to do more.

It made me productive.
It did not make me free.

Then two clients came along.

We built and scaled their crypto platform.
Those projects alone brought over $200,000 for Alpha Efficiency.

As a thank you, they sent me the Tissot.
Paid for in crypto. (reminder that tech moves fast)

That watch did something the Apple Watch never could:

It disconnected my self worth from the clock.

I stopped timing my workouts.
Stopped checking messages every few minutes.
Stopped living by notifications.

Every time I look at that Tissot, it reminds me:

• Technology should serve you, not own you
• One right deal can buy you years of optionality
• Your time is a reflection of the clients you choose

Later I bought the Breitling to prove something.
To myself. To the industry. To people who play status games.

It mostly sits at home now.

Because the real status upgrade was not the luxury brand. It was a regulated nervous system.

Learning how to get clients that pay you so well that you stop trading hours for money.

That is the game I care about teaching.

If you want more clients like that, and fewer that drain your energy and calendar,
I broke down my systems inside Infinite Deals.

It is where I document how I:

• Attract high ticket clients online
• Buy back more of my own time each year
• Turn a few great projects into multiple six figures

The watch is just a reminder.

The real asset is the skill of getting the right deals.

Developer made $3,246 mistake that blew up our advertising budget. (And the easy fix no one talks about)

When I worked at eTech, the SEO team pushed a site update in the middle of the day...

• No warning
• No coordination
• Just a routine update

Except it crashed the website.

And our Google Ads kept spending.

For three straight hours, every click went to a dead page.

By the time the site came back up, we burned $3,246 on nothing.

That one screw-up taught me a rule I still follow today:

Never send PPC traffic to your main website.
Ever.

Use a landing page platform that doesn’t break when someone edits a menu, updates a plugin, or pushes a deploy.

That’s why I run everything on HubSpot landing pages now.

Cleaner. Faster. Safer. Built for conversion, not chaos.

Here’s what it gives you:

• Your ads keep running even if your site goes down
• Predictable performance while others burn money
• A/B tests without asking a dev to push code
• Tracking that doesn’t leak data
• No SEO signal pollution
• Faster load speeds
• No team collisions

Three hours.
Three thousand two hundred forty six dollars.

One rule that never fails me.

If you're running paid traffic, book a call with me on ways I can setup your Google and Meta Ads for success. (Link in comments)

Landed in Chicago 12 years ago (photo from THE South Side)

Rented room
Cracked laptop 
Safety Net ZERO

No investors. No agency mastermind.
Just wifi and the decision to figure it out.

Fast forward.
Last quarter my agency helped clients add multiple seven figures in revenue.

Concrete wins, not theory:

• Around $2,000,000 in revenue for a disability law firm
• Over $4,000,000 in revenue for a home improvement company
• Enterprise grade web development shipped for a major non profit

None of that happened by accident.

Here is the operating system behind it:

Pick a painful problem

I focused on lawyers and local pros.
When their leads stop, payroll hurts.
Solve that consistently and they remember your name.

Sell the smallest real win

Not a massive “done for you everything” promise.
Just one clear outcome: Website + Local SEO sprint.

Easy yes.

Once they see it working, bigger checks make sense.

Create proof in public

Endless hundreds of proposals on Upwork
Daily posts on X and LinkedIn
Documenting what works

The content brings people in already half sold.

Let systems do the follow up

HubSpot workflows, intent data, and simple pipelines.
No “just checking in” energy.

Prospects move through a process whether I am online or not.

Stack rare skills

AI, technical SEO, CRO, local search.
Enough depth to solve hard problems.
Enough range to connect the whole funnel.

Treat cash like oxygen

Weekly money reviews.
Profit targets.
I built for boring predictability instead of viral spikes.

Borrow other people’s trust

Partner with vendors who already serve attorneys.
They send us their clients.
We send them better performing websites.

Everyone wins.

If you are in a new city, with no network and nothing but a laptop, you do not need permission.

Steal one of these.
Stack all seven.

Then let the internet do what it does best:
Turn specific skills into an agency that quietly prints results.

Your pal, Brian
P.S. I'm getting that hairline BACK.

The first time I “celebrated” Thanksgiving, I was not even in America.
I was in a small apartment in Serbia.

Cracked laptop. Weak WiFi.
Working remotely for an American tech company for $700 per month.

On my screen I saw what Thanksgiving was supposed to look like.

Big tables. Big families. Big bird in the middle.
Football on TV. Warm light. Full plates.

On my side of the screen?

Cheap food.
Cold apartment.
Trying to make the numbers work so I could get to that country one day.

Back then, Thanksgiving felt like another planet.

And here is what always fascinated me about it:

On Thursday, everyone is grateful.
On Friday, everyone loses their mind over fake discounts.

• Same people
• Same houses
• Different tabs open

They say a prayer over the turkey, then twenty four hours later they fight over televisions that were “discounted” after the price was quietly increased.

While that was happening, I was grinding for $700, trying to answer a much simpler question:

“How do I build a life where gratitude is not a costume I wear once a year?”

So I did the only thing I could control.
I stopped waiting for a good break.
I started becoming more valuable.

SEO. Content. Design. Systems.
Anything that made me harder to replace than the next resume in the pile.

One skill at a time.
One client at a time.
One small win at a time.

Then came the leap.

• I moved to the U.S.
• Built a 20 person SEO team.
• Drove over a million dollars in organic calls.
• Started my own agency.
• Hit consistent six figure months.

The plates at Thanksgiving look very different now.

But here is the part most people miss:

Gratitude is not what you post on Thursday.
Gratitude is the work your past self did when nobody watched.
The sacrifices nobody clapped for.

The discipline that did not get likes and comments.

Your former self paid the price.
You live the upside.

So the real question is not “What are you thankful for this year?”

The real question is:
Are you living in a way that makes your past sacrifices worth it?

This Thanksgiving I am giving back.

While many throw out Fake Discounts and hope you won’t notice.
I am running my best sale yet. One that will change your life if you act on it.

My Substack yearly plan includes my two best selling courses - (people valued them at $349). Link to my substack is in the comments.

Infinite Deals - That teaches you how to get clients on repeat.
Profitable Websites from Scratch - That teaches you how to build websites that convince AI and Google that your website is the real deal.

Add the community, and you’ll get all of this for $99. I am pulling this offer 23:59 EST. And won’t run it again. Sign up on my Substack profile and DM me your email for the bonuses.

Why 99% Stay Addicted and 1% Get Rich

When I was a kid, technology was a TV in the living room and a plastic shovel in the sandbox.

Today I walked past my old kindergarten and remembered how we used to dig holes in the playground.

• No apps
• No screens
• No notifications

Just dirt, tiny shovels, and a group of kids trying to reach the center of the earth.

Now look around.

Heads down. Blue light. Infinite scroll.

We removed boredom from life, and with it a lot of real growth.

Yet your entire financial future depends on attention.

If you cannot capture and direct attention, you are invisible.
If you can, you are playing a different game.

When I quit my job, it was not bravery. It was math.

I knew I could take a stranger from the internet and turn them into a paying client often enough that I would be fine.

• Not warm leads
• Not referrals

Cold traffic.

That one skill quietly funded my life:

• Training without guilt
• Travel without panic about money
• Good restaurants instead of counting every bill
• Time to think while my team and AI agents do the boring parts

None of that came from hacks.
It came from learning how to turn cold to closed.

Most people treat Black Friday as a chance to buy another screen.

New gadget
Same income
Same calendar
Same problems

If I could only buy one thing on Black Friday, it would not be hardware.
It would be the skill of converting cold attention into buyers.

Once you can turn:

Stranger to visitor
Visitor to booked call
Call resulting in a paying client

You stop worrying about opportunity. You decide when to turn it on.

That is what I am teaching in alphaOS.

How I think about attention.
How I structure offers so strangers get it in seconds.
How I turn cold traffic into booked calls.
How I run most of it from my phone with a lean team.
How doctors, lawyers, dentists and other local businesses can plug this into what they already sell.

For Black Friday I opened a short presale on Substack (on yearly plan).

You get included with Substack annual subscription:

• Access to a community for a full year (where you can ask me questions)
• Profitable Websites from Scratch (my web design course)
• Infinite Deals (how to turn prospects into clients)

You are already surrounded by overstimulated attention.

The only real question is whether you keep donating yours, or turn it into income.

A decade-old SEO is sold as an AI breakthrough.

And somehow, everyone’s acting like they’ve uncovered a hidden variable.

• 90% of “AI visibility” is just SEO.
• One lucky mention doesn’t make you relevant.
• The “new tactics” are just retrieval doing it's thing.

5 pieces last week shattered the illusion that AI changed everything:

1. Your "AI Strategy" is "Just SEO" with Better Marketing

Behind the hype, AI visibility still depends on the same technical foundations that power traditional search. Most supposed breakthroughs are just old SEO principles dressed as something new. 
https://hubs.la/Q03WywpV0

2. ChatGPT Turns Shopping Into a Personalized Research Engine

ChatGPT now adapts to your product preferences in real time. Shopping becomes a guided conversation powered by real-time data and personalized context. 
https://hubs.la/Q03WyCl10

3. The Hidden Cost Behind “Fast and Cheap” SEO

SEO still runs on the same triangle of time, cost, and quality, and cutting corners always comes back as rework and lost visibility. 
https://hubs.la/Q03Wyy5s0

4. A 50% Deletion Test Boosted Traffic Instead of Killing It

Deleting over half a site’s content sounds reckless, but this audit proved the opposite. Removing 1,000 outdated, low-value pages boosted organic traffic, tightened funnel performance, and raised conversions.
https://hubs.la/Q03WyzRR0

5. $227M Went Into the Wrong AI SEO Trend

Investors poured millions into LLM monitoring while the real defensibility sat in agentic SEO tools. The competitive edge is in shipping faster, better, and across more channels.  
https://hubs.la/Q03Wyv050

Clarity and structure have carried brands for years.

But the pressure to use them is rising...

If you want yours to hold up, join me on a quick call: https://hubs.la/Q03Wyvqh0

There is a 44% chance your lawyer is an addict.
Not to alcohol, but to “no new cases” at 1:13 AM.

36% of attorneys screen positive as problem drinkers.
9% report prescription drug misuse.
And no stats for illegal drugs use...

That is one in two.

What pushes them there?

Not the hours
Not the verdicts
Not even the clients

It is the gap between running their own practice vs. being burnt down by corporate management.

Those that went solo suffer when: 

• The phone does not ring
• There is no next case in sight
• Payroll is coming and cash is not

Those that are in corporate are drinking through: 

• Persuasive arguments
• Worrying about the appointed judge
• Client that lied to them in disposition

Those that left Big Law for freedom, quietly count credit karma drops and debt.

Those that stayed worry about their spouse secretly despising them for being absent. (and filing divorce paperwork)

If only they could pick and choose their cases...

The best source of new cases is already decided for them:

• AI Search
• Google Ads
• Google Maps
• Local Service Ads

When someone prompts “disability lawyer New York” or “estate planning attorney Chicago” they are not looking for content...

They are looking for a lawyer.
NOW.

Yet most firms are barely investing into these channels. Or they tried once, burned money, and walked away.

It's not that search doesn't work..
But their investment in it is not.

• No call tracking
• No real lead magnet
• No intake automation

Just a generic homepage and a lonely “Contact us” button that doesn't get any clicks.

So even when Google actually sends them a live prospect, the visitor bounces, gets distracted, or calls a competitor with a better offer, clearer next step, or faster intake.

If half of the energy spent worrying about money went into building one predictable search engine pipeline, a lot of partners would sleep better and drink less.

Here is what the calm firms do differently:

• Treat AI, Google Maps, LSAs and Ads like rent, not a lottery ticket
• Use a clear lead magnet that filters and warms up prospects
• Track every call and form so they know what works
• Turn that data into a repeatable acquisition system

Predictability is the real antidote.
And no engine creates more predictable intent than AI & search.

If you are a lawyer and want to see why your firm is not getting a steady flow of cases from Google Maps, Local Service Ads and Google Ads, comment AUDIT and I will show you exactly where the leaks are in your funnel.

16 years in SEO. 

This is the biggest opportunity I’ve seen.

AI pushed the industry into a reset.

And the advantage moved with it.

These are 5 signals from last week redefining the landscape:

1. You’re Late to SEO. That’s Your Advantage in 2025

If you're only starting now, you get to skip unlearning a decade of tricks. Ride AI tools, and go straight to long-tail keywords that will actually bring you customers. 
https://hubs.la/Q03TNLs70
 
2. AI Sends 1% of Traffic and Controls Most Customers

The new Conductor report reveals AI referrals are tiny in volume but huge in influence, shaping which brands customers trust before they even think about clicking through. 
https://hubs.la/Q03TNBqs0

3. The Smartest Brands Use AI Like a Scalpel, Not a Firehose 
 
If most of your AI effort vanished, would your customers feel the difference, or would your marketing still sound like everyone else’s? That’s your real AI strategy audit. 
https://hubs.la/Q03TNGWB0 

4. Google’s AI Now Shops for Your Customers, Are You Still on the Shelf?

With Search and Gemini comparing options and closing purchases, the brands that earn the spot are the ones the AI sees as the safest, smartest “yes.” 
https://hubs.la/Q03TNFlG0

5. AI Is Killing Data Silos and Forcing Your Team to Share One Customer Reality

As AI connects signals across every system, it also pushes you from tool-centric reporting to a single shared view of the customer that no team can dodge. 
https://hubs.la/Q03TNymt0

Your brand has a split second to make sense. Let's use it wisely. 

Pick a time and upgrade the moment: https://hubs.la/Q03TNLrj0

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Talks about #ppc, #seo, #webdesign, #ppcmarketing, and #webdevelopment

Add $60,247 per month for your law practice with AI-driven local SEO (without blowing up your Advertising budget). | Hubspot, Google & SEMRush Partner | View my portfolio for inspiration and revenue-generating ideas.

What do you do when CTR falls off a cliff?

AI Overviews just cratered them.

−61% organic, −68% paid.

The aftermath isn't pretty. 

Let's take a look on last week's hits: 

1. AI Overviews Broke Google’s Click Economy

Recent data shows organic clicks down 61% and paid down 68% on queries with AI Overviews. Even when the feature doesn’t appear, users are clicking less everywhere. 
https://hubs.la/Q03SDBFw0

2. AI’s Split Personality: ChatGPT Expands, Google Tightens

New Semrush data reveals a quiet power shift. ChatGPT is citing 80% more sources (experimenting wildly) while Google’s AI Mode is tightening its circle. 
https://hubs.la/Q03SDCMB0

3. The Profound Index: Unveiling the Titans of AI Search

Profound just launched a live leaderboard showing which brands dominate LLM visibility and what fuels their AI discovery wins.
https://hubs.la/Q03SDBbw0

4. Google’s Double-Serving Rule Is Rewriting Fair Play

A recent policy lets one advertiser take two ad spots on the same page, tilting the auction in favor of big spenders. Sounds pretty unfair, doesn't it?
https://hubs.la/Q03SDv3L0

5. Google’s PMax Now Reaches Drivers on Waze

Performance Max just added Waze ads to its inventory, letting brands reach drivers through navigation pins while unlocking new channel performance reporting.
https://hubs.la/Q03SDDJp0

The click economy broke.

But even if metrics crash and trends flip, authority keeps converting.

Ready to meet the signals that still move markets? 
Book your call → https://hubs.la/Q03SDBfb0

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