In Practice

Everyone knows AI can help their marketing. Almost nobody knows what that actually means.

A community for marketers and business owners who are done watching from the sideline. Custom tools, human-written analysis, a growing skills library, and a live hour every week with someone who actually does the work.

Join In Practice $20/month. Cancel anytime.

Human-written articles

In-depth pieces published exclusively for members. Written by me, not AI.

Custom marketing tools

Built for real tasks. Use them directly inside the community.

Claude skills library

Pre-built for marketing tasks. Install and use immediately.

Weekly live call

Real answers, every week. Recorded if you miss it.

Exclusive videos

Unfiltered thinking and research. Not on YouTube.

The problem

You've been trying to keep up. It's not working.

You've subscribed to the newsletters. Opened the tools. Watched enough to have a general idea of what's possible. And you still feel behind.

Most AI content treats it like a tech story, not a marketing story. You get model announcements, not guidance on what to do differently at work.

You get prompts that produce generic output, not strategy that accounts for your actual audience.

Your content starts sounding like everyone else's because you're all using the same things the same way.

The one thing you actually need, someone who understands marketing well enough to tell you what AI news means for your specific work, you still haven't found.

What changes

What changes when you have a subject matter expert filtering AI for you

AI moves fast. But speed without context is just noise. What you need is someone who understands marketing deeply enough to know what matters, and who's close enough to the actual work to know what changed this week and why it affects you.

You stop guessing

No more tabs, tools, and subscriptions that add noise without adding clarity. You know what matters and what doesn't.

You stop wasting hours

No more spending time on tools that don't fit your workflow. What you implement actually moves something.

You become the person who knows

You start being the one who can explain what's happening in AI and marketing to everyone else in the room.

Why "In Practice"

The name means two things. Both are intentional.

The first meaning is implementation. AI knowledge that stays theoretical is useless. Everything in this community is designed to be used, not just understood. Tools you run directly. Skills you install. Calls where the question is always "so what do I actually do."

The second meaning is the ongoing work of getting better. Not a course you finish. Not a newsletter you skim. Practice, as in the thing you keep doing because the space keeps moving and staying current is part of the job now.

Join In Practice

What's inside

Everything inside the community

One membership. No tiers. No upsells. Everything below is included at $20/month.

Articles

In-depth pieces published exclusively for members, written by me, not AI. Some are zoomed out: where AI and marketing are heading. Some are practical: exactly how to do something better, with the steps spelled out. In a space where most content is indistinguishable, that's the point.

Members only

Marketing Tools

A growing library of tools I built to do actual work. Right now that includes an OCEAN-based messaging helper and a synthetic consumer research tool that simulates real audience responses. More tools get added as the space changes. You use them directly inside the community.

Custom built

Claude Skills Library

Pre-built Claude skills for marketing tasks. Install and use immediately. These aren't generic prompts you have to figure out yourself. They're built to do specific marketing jobs. The library compounds over time, which is one of the better reasons to stay in.

Always growing

Exclusive Videos

No script, no b-roll, no edit. Just me sharing what I'm working on, what I'm researching, and what I'm thinking through in real time, made purely for community members. The unfiltered version of how someone thinks through a problem is often more useful than the polished one.

Not on YouTube

Weekly Calls

Every week I show up, share what I'm watching in AI and marketing right now, and open the floor. Ask me about something I posted, something you saw, something you're trying to figure out. It's a real conversation with someone genuinely paying attention to this space. The calls are recorded if you can't make it live.

Live every week

Work With Me

For when you want more than a community. If you want an ongoing working relationship, someone to think through strategy with, build with, and stay in regular contact with, reach out and we'll figure out what makes sense. It starts with a conversation about what you actually need.

Available to members

Everyone's figured out that Claude can write a brief, analyze a competitor, or draft a campaign. The part nobody talks about is that the output is only as good as the marketing thinking behind the prompt. The text file is easy. Knowing what to put in it — that's the actual skill. That's what 11 years of marketing experience gets you.

Simple

How it works

Join the community

Sign up through Whop — a platform built for paid communities — for $20/month. You get instant access to everything immediately: articles, tools, skills library, videos, and the weekly call schedule. No waiting, no setup.

Start using what's there

Dig into the tools, read the articles, install the Claude skills. Everything is built to be immediately useful, not something you have to set up from scratch.

Show up every week

Join the live call. Ask real questions. Get real answers. Or catch the recording. Over time, you stop guessing and start actually knowing what to do.

What people say

From the community

"I stopped spending three hours a week trying to figure out which AI news actually mattered. Now I spend that time implementing instead."

Jordan M.

Marketing Director

"The OCEAN messaging tool alone was worth the first month. I used it before a product launch and rewrote half the copy based on what I found."

Simone C.

Founder, DTC Brand

"The weekly calls are not what I expected. No slides, no agenda, just someone who actually knows this stuff answering real questions. I've learned more in four calls than in months of newsletters."

Tanya R.

Content Strategist

Who built this

Why this exists

I'm the person people text when something new drops in tech. Not because I stay up reading about it — because I genuinely love this stuff. Where most people feel anxious when the tools change, I feel interested. That's not discipline. It's just how I'm wired.

That matters here because staying current on AI isn't a chore for me. It's what I'd be doing anyway.

I've also spent over a decade doing real marketing work — at Ogilvy, at Havas, in fintech. I know what good strategy looks like, what actually moves people to buy, and where most marketing quietly breaks down.

I built In Practice because those two things don't often live in the same place. There's plenty of AI content from people who don't really know marketing. There's plenty of marketing content from people who are still figuring out AI. I wanted to build the thing that connects them — and I wanted to build it for the people who are genuinely willing to put in the work.

If that's you, you're in the right place.

Ogilvy & Mather Havas Worldwide Fintech 11+ Years Marketing

Simple pricing

One membership. Everything included.

$20

per month

Human-written articles, published exclusively for members
Custom marketing tools (OCEAN helper, synthetic research, and more)
Growing Claude skills library, maintained as AI evolves
Exclusive unscripted videos, not published anywhere else
Weekly live call. Real questions, real answers. Always recorded.

Join In Practice

Cancel anytime inside Whop. You can also buy a seat for a team member at the same price.

In Practice is hosted on Whop — a platform built for paid communities and digital products. When you join, you get instant access to everything inside through your Whop account, on desktop or mobile.

Questions

Frequently asked

Do I need to be technical?

You need to understand marketing. The AI translation is what you're paying for.

What if I miss the weekly call?

Every call is recorded and posted inside the community.

Can I expense this?

Yes. $20/month is straightforward to expense for professional marketing work. You can also buy a seat for a team member at the same price.

What if AI slows down?

That hasn't happened yet. But on a slow week, knowing nothing changed is useful signal too. It means you don't need to do anything differently.

What makes this different from free YouTube content?

YouTube is optimized for views. What's here is filtered for people who already understand marketing and want to actually implement AI, not watch someone explain what a language model is for the fourth time.

Is this right for me?

This is for you if you're already doing marketing and feel there's something to diagnose, you're open to hearing the problem might be upstream of just tactics, and you're willing to make actual changes. It's not right for you if you want a roadmap without the focus work, or if you're not willing to do the honest form before joining.