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How Cameron Philgreen Built a Sprawling Portfolio Over Eight Years


Name Cameron Philgreen
Location Waco, Texas
Occupation Full-time real estate investor & coffee shop owner
Assets 25 properties, 35 units
Investment strategy BRRRR, long-term rentals, flips, commercial
Financing Private Money Lender

In 2018, Cameron and his wife bought their first property in Lawrence, Kansas, a three-bedroom house they would Airbnb room by room to cover the mortgage. Cameron worked as a wedding photographer. 

Fast-forward to today: Cameron now owns 25 properties totaling 35 units, a specialty coffee shop, and has a 50,000-square-foot commercial redevelopment underway in Waco, Texas. Here’s how he built his sprawling portfolio.

How did you finance your early deals with no outside capital?

The BRRRR method was everything. My target is 70 to 75 cents on the dollar. If I hit that, I could refinance, pull all my cash out, and do it again.

Our first true investment property was bought for $95K. We put in $80K, so the after-repair value (ARV) came in around $200K. We left some money in that one, but five years later, it appraised at $270K, and we were able to pull cash out. After that, I began building relationships with hard money lenders, and capital stopped being a constraint.

How do you consistently find deals to scale?

The cheat code is a Redfin filter. Filter for a price per square foot under $100 and days on market over 45. It emails you automatically whenever something fits. Sellers sitting that long are motivated. 

I still have to make about 10 offers to land one, but between that filter, wholesalers, and Facebook groups, the deals are out there if you’re willing to make offers.

What’s the mindset that carried you through a decade of building?

Get clear on your “why.” We shared bathrooms with strangers. We gutted a house ourselves for six days a week, three months straight. None of it was comfortable. But real estate doesn’t have to be your passion. 

The whole point is to use it to fund your passions. Ours funded a coffee shop. Ultimately, you should figure out what you’d do if your time were yours, then go buy the property that gets you there.

You can continue following Cameron’s real estate journey on his YouTube channel.

‘Hello, Goodbye’: Paul McCartney closed the lights on a Late Show that CBS couldn’t cancel quietly



Stephen Colbert chatted with Paul McCartney and joined him on stage for a raucous performance of “Hello, Goodbye” on the final broadcast of CBS’ “The Late Show” on Thursday night, a bittersweet farewell for a canceled show that still had a few barbs left for the network that ended its 33-year run.

At the top of his last show, which grew more surreal and absurd as it went on, Colbert highlighted the “joy” that he and his team felt creating more than 1,800 episodes of “The Late Show.”

“The energy that you’ve given us, we sincerely need that to have done the best possible show we could have for you for the last 11 years,” Colbert said. “You’ve given it to us. We’ve given it all right back to you.”

Colbert pretended that Pope Leo XIV, the first U.S.-born pope, was his final guest, but the pontiff refused to come out of his dressing room because he hadn’t been supplied the correct kind of snacks, especially hot dogs.

McCartney then offered himself as a replacement, striding across the stage as the audience screamed. “I think you’d be a perfect last guest,” Colbert said.

McCartney said he happened to be in the area, doing errands. He offered a framed photo of the Beatles at the Ed Sullivan Theater, the final home for “The Late Show.” The two chatted about when the Beatles first came to America in 1964, creativity, his new album and McCartney’s childhood.

Final broadcast is filled with surprises

Colbert’s monologue was interrupted by Bryan Cranston, Paul Rudd and Tim Meadows, who all pretended to be irked that they weren’t the host’s final guest. “You know what? You got what you deserved,” Meadows fumed. Other celebrities in the audience who had funny turns during Colbert’s last “Meanwhile” segment were Tig Notaro and Ryan Reynolds.

Later, Colbert joined Elvis Costello, former bandleader Jon Batiste and current bandleader Louis Cato for a relaxed performance of Costello’s “Jump Up.” They all joined the house band and McCartney for the final song of the night, a performance of “Hello, Goodbye.”

Staffers and audience members — including Colbert’s wife, Evie McGee Colbert — then swarmed the stage as Colbert gave the honor to McCartney to turn off the building’s power. The theater then gets sucked into a vortex and turns into a snow globe.

Guests in the final week included Michael Keaton, Jon Stewart, Julia Louis-Dreyfus, Steven Spielberg, David Byrne and Bruce Springsteen, while there’s been a wacky version of “It’s Raining Men” remade into “It’s Raining Fish.”

On Wednesday night, Colbert was on the other end of his “The Colbert Questionnaire,” asked things like which sandwich is best and whether apples are better than oranges. Mark Hamill, Martha Stewart, Ben Stiller and Robert De Niro were some of the questioners.

David Letterman, the show’s host when it debuted in 1993, joined Colbert on the roof of the theater to hurl furniture from the set — a nod to one of Letterman’s classic stunts.

Colbert’s show ends after 11 seasons

CBS announced last summer that Colbert’s show would end, citing economic reasons after 11 seasons. But Colbert was the ratings leader in late-night TV. Many — including Colbert — expressed skepticism that President Donald Trump’s repeated criticism of the show wasn’t a factor. Trump’s name on Thursday never came up.

The decision to shutter the show came after parent company Paramount’s $16 million settlement of Trump’s lawsuit over a “60 Minutes” interview as Paramount awaited his administration’s approval of a pending sale to Skydance Media. Colbert had called it a “big fat bribe.” On Thursday, he showed a clip of a sympathetic dolphin clicking with the subtitle: “It was a financial decision.”

During the “Meanwhile” segment, Colbert mentioned that the owner of some music used in the “Peanuts” animated specials had grown litigious. Just then, the band started playing “Peanuts” music. “Oh, no, I hope this doesn’t cost CBS any money,” the host said.

The final show seemed to be marred by technical snafus, with stray sounds and glitches. Later Colbert encountered the reason in a pretaped bit — an interdimensional wormhole that astrophysicist Neil deGrasse Tyson helpfully explained was opened because a top rated show could also been canceled.

Jon Stewart also made an appearance, explaining the wormhole was a metaphor, and Colbert reunited with his fellow late night hosts Jimmy Kimmel, Jimmy Fallon, John Oliver and Seth Meyers. Elijah Woods was present for a “The Lord of the Rings” joke.

Jimmy Kimmel and Jimmy Fallon ran reruns on Thursday

Colbert’s chief rivals, ABC’s “Jimmy Kimmel Live!” and NBC’s “The Tonight Show with Jimmy Fallon,” both ran reruns on Thursday. Kimmel urged viewers to tune into Colbert’s goodbye and then stop watching CBS.

CBS will fill “The Late Show” slot with “Comics Unleashed,” in which comedians share stories. Host Byron Allen has vowed to avoid politics.

Colbert’s goodbye — running some 17 minutes over — was ambitious in a way that other TV late night finales were not. Johnny Carson wrapped up his stint on “The Tonight Show” in 1992 without any celebrity guests, just offering classic clips. Jay Leno had Billy Crystal and Garth Brooks aboard his final goodbye in 2014. Celebrities like Steve Martin, Chris Rock and Tina Fey participated in David Letterman’s last Top 10 list for a 2015 finale that also included Foo Fighters playing “Everlong.”

Colbert’s 11 seasons bridged the rise of Trump and his return to the White House, the pandemic, the fall of Joe Biden, the Russian invasion of Ukraine, the United States Capitol under attack in 2021 and the rise of Artificial Intelligence.

“At a time when algorithms are shaping so much of what people see, hear and even believe, Stephen has been a touchstone shared by millions,” former Transportation Secretary Pete Buttigieg said in a video tribute. “His satiric voice, backed by what is clearly a deep moral core and a love of this country, has had a way of cutting through the noise and helping show us who we are as a country.”



Amazon Amex Membership Rewards Discount: Save Up to 50%


Amazon Amex Membership Rewards Discount

This article contains Amazon affiliate links.

Amazon and American Express are once again offering targeted discounts when using Membership Rewards points at checkout. These promotions can save eligible users anywhere from 10% to 50% on Amazon purchases, simply by redeeming a small amount of Amex points during checkout.

The latest round of offers is valid through June 30, 2026, though the exact discount and redemption requirement varies by account. It’s worth noting that you now need to use at least $5 or $10 worth of points to get the discount. Let’s go over the details.

How this Amazon Amex Membership Rewards Discount Works

To use the offer, you need to:

  1. Link an eligible American Express Membership Rewards card to your Amazon account
  2. Activate the targeted promotion
  3. Add one or more of eligible products to your shopping cart
  4. Use Membership Rewards points at checkout 
  5. Savings will show on the final order checkout page if the items in your order are eligible for the promotion

Some users are now seeing a minimum redemption requirement of either:

  • $5 worth of points (714 Membership Rewards points), or
  • $10 worth of points (1,429 Membership Rewards points)

PROMO PAGE

Offer Details

The exact discount varies by account, but common offers include:

  • 10% to 50% off eligible purchases
  • Maximum discounts ranging from $10 to $80
  • Valid through June 30, 2026

Important Terms

  • Amazon.com reserves the right to cancel or modify this offer at any time.
  • Offer applies only to the purchase where Membership Rewards points are used for at least a portion of the purchase and the promotion code is applied at checkout.
  • Offer only applies to products sold by Amazon.com (Look for “sold by Amazon Digital Services LLC” on the product detail page.) Products sold by third-party sellers or other Amazon entities will not qualify for this offer, even if “fulfilled by Amazon.com” or “Prime Eligible”.
  • Limit one promotion code per Membership Rewards eligible card.
  • Offer may not be combined with other offers.
  • Shipping charges may apply to discounted promotional items.
  • Offer does not apply to purchase of digital content.

Amazon Amex Membership Rewards Discount 2026

Is This a Good Deal?

These Amazon Amex Membership Rewards Discount offers can still provide solid value, especially for purchases you were already planning to make. Even though Membership Rewards points are generally more valuable when transferred to airline and hotel partners, redeeming a small amount of points can easily be worth it if you’re saving $40, $50, or even more on an Amazon order.

The key is to redeem only the minimum number of points required in order to trigger the discount. But if your offers requires using 1,429 Membership Rewards points, you will probably want to skip the smaller discounts.

PROMO PAGE

Guru’s Wrap-up

This Amazon Amex Membership Rewards Discount remains one of the easiest targeted offers to use. While some users are now seeing slightly higher point redemption requirements, the deals can still provide excellent savings depending on your targeted offer.

If you haven’t checked your Amazon account recently, it’s definitely worth taking a look before the promotion expires. Just make sure you activate the promotion first and use only the minimum number of Membership Rewards points that is required to get the discount.

HT: DoC

 

Disclaimer: As an Amazon Associate I earn from qualifying purchases made through this article. Using links on the site for Amazon purchases is the best way you can support the site as you normally can’t earn cash back for these purchases. But, you should still check shopping portals such as Rakuten, TopCashback, RebatesMe, ShopBack and others for possible cashback. Your support is always greatly appreciated!

Most Companies Talk About Culture. Few Actually Get It Right



Fix your culture, and your client experience follows.

Bond traders bet Fed under Warsh will hike rates this year



(Bloomberg) — Bond traders are fully pricing in an interest-rate hike by the Federal Reserve this year, a sign of conviction in the market that Chair Kevin Warsh will need to move quickly to combat inflation.

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Traders boosted their bets for higher rates on Friday after Fed Governor Christopher Waller — among the most dovish policymakers over the past year — said that based on the inflation trend, the central bank’s next policy statement should “make it clear that a rate cut is no more likely in the future than a rate increase.”

Interest-rate swaps repriced to levels anticipating that the Fed’s target range for its benchmark rate — 3.50%-3.75% since December — will be at least 25 basis points higher by the end of 2026, the first time such an outcome has been fully priced.

Waller’s comments halted a Treasury market rally, lifting the two-year note’s yield as much as six basis points to 4.14%, the highest level since February 2025. The US dollar rose.

“Waller’s latest remarks confirm the hawkish shift at the Fed,” Evercore ISI head of economics and central bank strategy Krishna Guha said in a note. “His discussion of inflation was across the board hawkish.”

The shift gathered pace at the most recent policy meeting in April, when three voters on the Federal Open Market Committee voted against the statement announcing the decision to hold rates steady because it also signaled that that the next move still could be a rate cut.

The dissenters favored a statement that didn’t mention the possibility of a cut. That was the course that Waller — who dissented from two Fed decisions to hold rates steady in the past year in favor of cutting them — backed in his speech.

Short-term interest rate markets fully pricing in a Fed rate increase is a complete turnaround from earlier this year, when President Donald Trump’s selection of Warsh — who was sworn in as the 17th Fed chair in a White House ceremony Friday — inspired Wall Street to bet on at least two quarter-point rate cuts in 2026. Traders began re-calibrating those wagers after the US and Israel attacked Iran in late February.

The resulting effective closure of the Strait of Hormuz disrupted Middle East oil exports, causing gasoline prices to surge. That has led to higher actual and expected inflation rates which, feeding through to other parts of the economy, could force a response from central banks. Sharp increases in energy and food prices in April drove a 3.8% year-on-year increase in the US consumer price index, the biggest since 2023.

Inflation Expectations

In the months leading up to his nomination, Warsh had criticized the Fed for not lowering rates enough and pointed to longer-term dynamics in the economy — namely an expected boom in productivity growth connected to artificial intelligence — that might justify cuts.

But he hasn’t aired his policy views in many weeks. During his confirmation hearing on April 21, lawmakers failed to press him for his near-term views on interest rates. While Trump at the swearing-in ceremony said Warsh should act independently, repeating a comment made earlier this week, as recently as last month he said he’d be disappointed if Warsh didn’t lower rates immediately upon taking the job.

The Fed’s next scheduled monetary policy announcement is on June 17, when policymakers are expected to hold rates steady. Minutes of the Fed’s April meeting released this week showed a majority of officials said the central bank would likely need to consider raising rates if inflation continued to run persistently above their 2% target.

What Bloomberg Strategists Say …

“As a leading proponent of rate reductions in the past, the fact that Waller is further distancing himself from cuts will be taken as a signal the central bank is giving up its dovish bias amid deepening concern about inflation.”

—Tatiana Darie, Macro Strategist Markets Live

Concurrently with Waller’s comments, a consumer sentiment survey by the University of Michigan showed that inflation expectations mounted in May. While they remain short of their 2025 highs, respondents’ expectations for inflation over the coming year and over the next five to 10 years increased more than anticipated, to 4.8% and 3.9% respectively.

Gains Erased

Treasury yields were near session lows just before Waller spoke, with the five- to 30-year tenors the lowest in a week. Signs that Iran and the US are close to a peace agreement provided a catalyst for investors to lock in yields near multiyear highs.

The US 30-year rate rose to 5.20% this week for the first time since 2007. It retreated to 5.06% Friday. UK, German and Japanese 30-year yields also reached multiyear highs.

While previous indications that a lasting agreement was imminent haven’t panned out, the potential for developments over the US three-day holiday weekend was a factor. US bond trading had an early close at 2 p.m. New York time, and Treasury futures contracts settled at 1 p.m., two hours earlier than normal.

“While the two sides appear to be a meaningful distance apart in their respective demands, the fact that there is an ongoing dialogue offers some solace,” said Ian Lyngen, head of US interest-rate strategy at BMO Capital Markets in New York. “There is significant event risk in the Middle East as we head into the long weekend.”

–With assistance from Edward Bolingbroke and Michael MacKenzie.

(Adds context in sixth and seventh paragraphs and updates yield levels.)

More stories like this are available on bloomberg.com



Education Department Sends SAVE Borrowers a “Courtesy” Warning Before July 1 Formal Notices Begin


The U.S. Department of Education has started emailing borrowers enrolled in the Saving on a Valuable Education (SAVE) Plan a second round of reminders (which we’re dubbing as “courtesy” notices) ahead of the formal transition emails set to start July 1, 2026.

Why it matters: Around 7 million borrowers are still sitting in SAVE forbearance after a federal court order killed the plan. Once a borrower’s servicer sends the official notice, a 90-day clock starts to pick a new repayment plan or the servicer will move the borrower into one automatically (likely the Standard Plan). Borrowers who still don’t resume payments will being the path towards default. 

What The Notice Said

Here’s what the notice said to borrowers:

Our records show that you’re enrolled in the Saving on a Valuable Education (SAVE) Plan. As a reminder, a court order ended the SAVE Plan. You must select a new repayment plan, or your student loan servicer will move you into a different repayment plan.

In the coming months, your loan servicer will contact you about your specific deadline to choose a different repayment plan. Once you hear from your loan servicer, you’ll have 90 days to choose another repayment plan. This gives you time to select the plan that works best for you.

Our newest repayment plans—the Repayment Assistance Plan (RAP) and Tiered Standard Plan—will be available starting on July 1, 2026. Visit StudentAid.gov/bigupdates to learn more about these new repayment plans and other changes to the federal student aid programs.

If you don’t want to wait until July 1, 2026, you can choose a different repayment plan that fits your needs and goals now. Since our first email about the SAVE Plan ending, hundreds of thousands of borrowers have applied for a different plan.

If you are not enrolled in the SAVE Plan, did not submit an application for the SAVE Plan, already applied for a new repayment plan, or no longer have a balance on your federal student loans, you do not need to take any action.

Between the lines: It appears that the Department of Education is positioning this round of outreach as a soft warning before the formal 90-day countdown begins in July. Borrowers who wait until their servicer’s official notice arrives will have less time to compare options like IBR, RAP, and the new Tiered Standard Plan. Some borrowers may be blocked from plan like PAYE if they wait.

What to watch: July 1, 2026 is a big date: it’s the start of the official transition notices going out, and also when the two new repayment plans become available. Deadlines will stagger across borrower cohorts through the rest of 2026, with most borrowers expected to be back in active repayment by the end of September 2026. Our sources at the loan servicers have said that while the notices will be staggered, it’s likely that timeline will be “compressed”. 

How this connects: The College Investor has tracked the SAVE transition since the court order ended the program. Our prior reporting on the SAVE forbearance ending lays out the 7 million borrower population, and our coverage of the 90-day auto-enrollment risk explains why borrowers shouldn’t ignore the courtesy email. 

For readers weighing new repayment plan options, RAP and IBR will be the two most likely options. Borrowers should use a Student Loan Calculator and compare their choices now.

Bottom line: The courtesy email isn’t a deadline but it’s the likely one of the last warnings before the official deadline starts. Borrowers who pick a new plan now will have more control than those who wait for the formal notice.

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How The Repayment Assistance Plan (RAP) Works: Payments, Eligibility, And Forgiveness

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Student Loan Repayment Assistance: Employers Offering SLRA

Student Loan Repayment Assistance: Employers Offering SLRA

Editor: Colin Graves

The post Education Department Sends SAVE Borrowers a “Courtesy” Warning Before July 1 Formal Notices Begin appeared first on The College Investor.

Cerebras vs. Nvidia: Which AI Stock Is the Smarter Buy Right Now?


The dust is just settling on Cerebras(CBRS 8.90%) impressive initial public offering (IPO), in which the stock price soared 68% on its first day of trading. If there were any lingering doubts about investor enthusiasm for artificial intelligence (AI) stocks, they’ve certainly been put to rest.

Cerebras’ large-wafer technology claims to be a game changer in AI processing, potentially more efficient than Nvidia‘s (NVDA 1.86%). While the jury is still out on its long-term impact on its rivals, Cerebras’ blockbuster IPO proved investors have high hopes.

So, with a new AI infrastructure play in town, should investors skip Nvidia stock for Cerebras right now? Here’s what investors should know.

Image source: Getty Images.

The case for betting Nvidia remains the center of the AI hardware universe

Before you cast Nvidia aside for a shiny, new stock, it’s important to take a quick look at why Nvidia has become the most valuable company in the world.

First, it dominates the graphics processing unit (GPU) market, thanks to its near-ubiquity in AI data centers. The latest data shows that Nvidia holds a phenomenal 86% of the AI data center market by revenue. Its competitors can only dream of that level of dominance.

Second, it’s still investing in new tech to keep itself at the top. Nvidia recently released its new Vera Rubin AI platform, which it says delivers 10x higher inference throughput per megawatt than its Blackwell processor platform at just one-tenth the token cost. And CEO Jensen Huang said recently demand for Vera Rubin and Blackwell will lead to $1 trillion in orders through next year.

Nvidia is benefiting right now from the investments it made in superior processors years ago. And companies are still clamoring for its tech, as Huang’s estimates suggest. With tech leaders including Alphabet, Meta Platforms, Amazon, Microsoft, and others on track to spend hundreds of billions of dollars this year alone in data center investments, Nvidia’s growth likely hasn’t peaked.

Nvidia Stock Quote

Today’s Change

(-1.86%) $-4.09

Current Price

$215.42

The case for catching Cerebras’ rising star

Having said all that, disruption is the name of the game in tech. New, innovative companies come along all the time and try to unseat the dominant ones. They’re not always successful, but when they are, investors can win big.

No one knows if Cerebras will become the next leading AI processor company, but it’s sure as heck trying. The company’s flagship product is its Wafer Scale Engine 3 (WSE-3), which is essentially a very large semiconductor that acts as one big chip, instead of hundreds of smaller ones.

Cerebras says the bigger silicon wafer gives it an advantage over Nvidia’s B200 package (which contains two processors), achieving 250 times more on-chip memory, and 2,625 times more memory bandwidth.

Speed and efficiency are the name of the game for AI right now, and some leading artificial intelligence companies are already buying into Cerebras’ claims. OpenAI signed a $20 billion deal with Cerebras for a multiyear compute capacity agreement, securing up to 750 megawatts of specialized AI infrastructure power and giving OpenAI a potential 11% equity stake in the chipmaker. OpenAI CEO Sam Altman was also an early investor in Cerebras.

Clearly, Cerebras is on to something with its tech. Faster AI and big tie-ins with leading artificial intelligence companies shouldn’t be dismissed.

Cerebras Systems Stock Quote

Today’s Change

(-8.90%) $-25.08

Current Price

$256.78

Verdict: Stick with Nvidia for now, but add Cerebras to your watch list

This might not be the outcome you wanted, but Nvidia is still the smarter AI play right now. What’s the reason? I’ve got four.

As in, Nvidia has more than 4 times Cerebras’ annual revenue. Nvidia had $216 billion in sales in its most recently completed year, compared to just $500 million for Cerebras. Oh, and Nvidia had about $117 billion in non-GAAP (adjusted) net income for the full fiscal year, compared to Cerebras’ non-GAAP net loss of $75 million in 2025.

In short, Nvidia generates far more revenue, is much more profitable, and is the reigning GPU market leader. Cerebras may have good tech, but as an investment right now, it’s still a very risky bet.

I understand why you might be getting hyped up about Cerebras and the idea of it unseating Nvidia in the AI semiconductor space. By all means, keep an eye on Cerebras. But if you’re buying an AI stock today, Nvidia should be your pick.

[Targeted] Target Circle 360: $10 Rewards for Every $100 Spent (Limit 5)


Update 5/22/26: Available again for Memorial Day weekend.

Update 12/28/25: Deal is back again (ht Courtney)

Update 10/4/25: Now live, requires target circle 360 (non trial). 

The Offer

Direct link to offer

  • Target Circle is offering $10 Rewards for Every $100 Spent, up to 5x

Our Verdict 

Might be useful to some people. Reports are that third party gift card purchases would typically count toward your spend.

Why Your Marketing Feels Broken (It’s Not the Tactics)


I’ve given this diagnosis so many times it has a name: Random Acts of Marketing.SEO aimed at one audience. Paid ads targeting another. The website describes the business differently than the founder does in a sales call. The content sounds like it came from a different company than the pitch deck. Everything is technically running. Nothing is working together.

This is the most common condition in small business marketing. And it’s almost never caused by lack of effort or thin budgets. It’s caused by the absence of a strategic foundation the tactics can actually build on.

What founders mistake for strategy

Most founders with a tactics problem think they have a strategy. They almost never do.

What they have is a list of tactics they’re running, opinions about each one, and a history of what did and didn’t work. That’s not a strategy. A strategy is a coherent answer to three questions:

Who exactly are we for? What do we do that the alternatives don’t? What’s the one sentence that ties those two things together?

Without those answers, the tactics underneath can’t compound. They just take turns failing.

Strategy First: the three pieces

The strategic foundation has three parts. All three have to exist. Any one of them alone isn’t enough.

The ideal client

A persona isn’t an ideal client. A demographic isn’t an ideal client. “Small business owners between 35 and 55 who value quality” is a description, not a strategy.

An ideal client is a specific type of customer, in a specific situation, whose problem you’re uniquely positioned to solve better than the real alternatives they’re actually considering.

Here’s what specificity looks like in practice: a home services company whose ideal client is “owners of 20-plus-year-old homes in zip codes where houses sell for over $800,000, who’ve lived there more than 3 years and are thinking about aging in place.” That’s a strategy. Every downstream decision, where they advertise, what their photos show, how they price, what they stop offering, can align to that specific person.

The riches are in the niches. That was true when I wrote the original Duct Tape Marketing. It’s more true now. In a market where AI makes it trivially easy to produce generic content for generic audiences, the only marketing that gets through is the marketing clearly made for someone specific.

Differentiation

Two mistakes come up constantly. Claiming differentiation that isn’t actually different (quality, service, experience: every business claims these). And describing differentiation against the wrong competitor.

Your customer is rarely choosing between you and the obvious direct competitor. They’re choosing between you and doing nothing, a different category of solution, or doing it themselves. Your differentiation has to land against that actual set of alternatives.

Differentiation is also a commitment. If you claim to be the firm that does the deepest strategic work before any execution, you can’t also take an emergency project on Monday and deliver by Friday. The claim requires you to turn down certain work. That’s the real test: does your differentiation require you to say no to something?

The core message

One sentence. In the customer’s language. Describes who you’re for and why they’re in the right place.

It has to pass 3 tests. Clear (a smart 12-year-old should understand who you serve and what you do). Different (it can’t be lifted and pasted onto a competitor’s site without anyone noticing). Credible (the customer believes it).

Clever is a tagline. The core message is clear. They can be the same thing. They usually aren’t.

The Marketing Hourglass

Strategy First also gives you the diagnostic lens you’ll use for everything that comes next: the Marketing Hourglass.

Most people were taught to think about the customer journey as a funnel. Leads in the top, customers out the bottom. It’s useful for a narrow slice of the work and dangerously incomplete for the whole picture.

Real growth for small businesses happens inside an hourglass, because the most valuable customer activity happens after the sale. The 7 stages: Know, Like, Trust, Try, Buy, Repeat, Refer. The hourglass widens again after Buy. That’s the part most small businesses ignore, and it’s where the highest-value growth actually lives.

The diagnostic is simple: find the stage where things are leaking and fix it before you build anything new on top.

One thing to do this week

Write your core message. One sentence. Customer’s language. Run it through the 3 tests: clear, different, credible.

If it can’t pass all three, that’s the strategy work. Everything else waits until it does.


This is step two of a seven-step system I’ve been refining for over 20 years. The full framework is in my new ebook, “7 Steps to Small Business Marketing Success.” Get it at dtm.world/7steps.