I started in PR. Then the numbers got involved.

A campaign problem would turn into an offer problem, then a sales problem, then a customer problem. Following those problems took me through DTC brands, ecommerce agencies, small SaaS companies, founder communities, and businesses of my own.

I have done the work, led teams, advised founders, and paid for my own bad decisions. I don't think that makes me an expert in everything. It means I have seen the same decision from enough sides to notice when the versions stop matching.

Paid media taught me when the ad account was not the problem. Following the problem is what changed my career.

In 2021, I wrote a sales page with a giant headline: “I WILL be your sidekick.” On the same page, I offered 50% off before anyone asked. Then I never launched it.

I had the right answer, discounted it, and hid it in a folder.

The page disappeared. The job did not. I kept getting hired as some version of a founder's right hand. Other people saw the pattern before I was willing to name it.

“Matt has helped me so much. He's literally like a big brother to me — there to help with anything, seemingly at any time. Working with Matt is DEFINITELY something you want to do.”

I made a graphic-tee project for DTC people. Strangers bought it, then I stopped showing up. I build with AI now, too. Sometimes I make a useful system in a weekend. I have also had 69 tasks marked done while the product could not run.

I am good at beginnings. I am learning how to stay with the work long enough for it to become something.

I have ADHD and OCD. It took nine years to get the ADHD diagnosis right. A lot of standard work advice assumes focus is a decision. It is not that simple for me.

I use systems and AI because they help. I can also use them to build an elaborate route around the five-minute task I do not want to do. I am trying to be honest about the difference.

Bianca and our kid get a vote, too. I want to make ambitious things, earn well, and still be home. If the business only works by eating every evening, it does not work for us.