29/11/2025
3 weeks ago, I spent 48 hours in a 2,000-year-old Roman war chamber with marketing legends.
Same venue where emperors like Caesar planned conquests (and where John Wick 2 was filmed).
Bond Halbert. John Carlton (virtually). Mitch Miller. Brian Cassingena.
25 people. Ancient underground chamber. Copy Colosseum.
I had a common marketing problem going in…
I couldn't explain what makes me DIFFERENT in a way that attracts my Angels and repels my Demons.
And then there was the breakthrough…
I volunteered for "The Pit" (a live hot seat) while my girlfriend/COO was filming it.
Bond, Mitch, and Brian coaching me on the spot.
Mitch played my ideal client:
"Pitch me in 1-2 sentences."
Me:
"I'll predict exactly how much money you're going to make by bla bla bla..."
Generic stuff about direct response and predictable cashflow.
Then they tore it apart and rebuilt it in real-time.
Mitch:
"You're not predicting their future. Their DATA is. Say it that way."
Brian:
"Find out how much money is ALREADY sitting in your business waiting to be picked up."
Bond:
"People will do more to stop someone from stealing $10 than to go make $10. If money's already there, they NEED to know."
Me (rebuilding):
"I'll show you exactly how much money is already sitting in your business (hidden in your data) that you don't even know is there. Without spending an extra dollar on ads or fixing your funnel."
Them:
"Now add: 'Do you want that money? Let me show you how.'"
No fluff. Just a promise that makes people lean in.
The hidden formula:
"Get (benefit) without (their biggest fear/objection)."
But here's what really changed everything:
A casual dinner conversation with Bond about my brand: "Break Bad Marketing."
(Btw, I also heard Bond say “RIZZ” and “Skibidi,” and also watch his son’s, Preston, first presentation ever)
Me to Bond:
"Is it too easily misunderstood? Does it hurt my authority?"
Bond:
"Man, I actually love the name. Embrace it. Use it. Go all in on it and use themes in your marketing around it."
Months of self-doubt, GONE.
I’m sharing all of this to let you know that these "legends" are normal people who genuinely want to help.
And to show you that the answer isn't more tactics. It's clarity.
And sometimes clarity only comes when you're in the room with people who've figured it out.
I’m grateful I could network with these individuals (plus all other participants) and compare notes over gelato with my girlfriend, Tea. Love you babe.
Anyways…
Here are some pictures from Rome and the event.
Enjoy.
