Meet the Author

There’s a barrier standing between you and your customers. We’ll call it a door. No matter how relevant your brand, you’re not going to reach those customers unless you get through the door.

You can bang on it, you can yell at it, but you’re only getting through with the help of a few tools—we’ll call it three keys (to open the door) and a crowbar (to bust that mother open). Different keys work on different locks. This door is pretty locked down, so you’ll need to use all of the tools in conjunction to be successful. If you’re still following the metaphor, please continue.