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Monday 8am - 6pm Tuesday 8am - 6pm Wednesday 8am - 6pm Thursday 8am - 6pm Friday 8am - 6pm

Fast + Light

Name: Fast + Light
Address: Lake Arrowhead, CA, US
Telephone: +13107015962
Price range: $$$

Fast + Light is focused on measurable results and revenue for our clients. Every part matters to us. Everything we do is month-to-month or project-based.

Every part of the machine has to work together, and paid media, creative and strategy included, is the heart of the engine. Helping E-Commerce Brands Profit and Scale Full-Funnel E-Commerce Strategy
Paid Media
Web Development
No Long-Term Agreements

Fast + Light helps companies with great products that have struggled to generate profit with e-commerce. Since it's all connected, we still advise

on all the other parts of your business like email, content production, PR, and SEO. We’ve developed great relationships with other agencies who are experts in things we aren’t. Most importantly, we help our clients make informed decisions and take action to generate revenue and scale their business as part of their team. Your success is our success.

06/25/2026

I drove into LA yesterday to lunch with my friend Britney.

While I’ve been on a health journey she's a let professional bodybuilder.

Britney Markets her coaching business and I’m a professional marketer.

We’re both a bit obsessed with AI. Britney doesn't write code. Neither do I.

She lives in Tulum, so every receipt comes in pesos. She got tired of doing the math, so she made an app. Scan a receipt, it grabs that day's exchange rate, converts the total to dollars, drops the amount and category into a spreadsheet.

I took photos of the equipment at my gym, fed it into the AI machine, hooked up the API for my workout tracking app HEVY, and AI builds my workouts.

The app isn't perfect. My workouts aren’t either. But the pesos turn into dollars and my workouts get better.

Being a beginner and getting better at it anyway is one of the few feelings that doesn't get old.

06/19/2026

AI's taking center stage. Still doesn't beat sitting across the table from great people. Had hangs with agency owners last night. No one's ready. We'll be fine. We're not in the AI business. We're in the business of helping businesses move forward. LFG.

06/18/2026

I love that meme where a dozen Spider-Mans stand in a circle pointing at each other. That's what most paid social looks like right now.

Everyone's running the same swipe files through the same tools. The output rounds toward the average. The average rounds toward itself.

Too many Spider-Mans.

The original thought is the moat. And original thoughts don't come from the dashboard. They show up on a walk, in the shower, in a conversation that has nothing to do with the thing you're trying to sell.

AI isn't the problem. Outsourcing the thinking is.

Different is still the answer.

06/17/2026

Six of us in a room built for sixty.

Beautiful LA summer day. The other RSVPs ghosted.

Bad look, LA.

ActiveCampaign, Webflow + Cloud Campaign threw the event at The Preserve yesterday. Instead of moping about empty chairs, the speakers pulled theirs up, got close, and dove into how agencies can actually work with AI right now.

They took lemons and made lemonade.

With the avalanche of AI slop out there, this is the way forward. Humans helping humans connect with humans, using AI to do it at a scale we've never seen before.

Nine chairs, one honest conversation.

I'll take that any day.

🛠️ Close rates have cratered. Evan went from ~60% to ~10% in two years. Clients won't commit while AI and the economy keep shifting under them.

🛠️ The welcome mat has moved off the website. Everyone assumes they can DIY a site with AI now.

🛠️ AEO is the new wedge, FOMO closes it. LLM traffic is up 125% and converts 4 to 23x higher. Most practitioners still don't get it.

🛠️ Social is now a search engine. 41% of consumers start their research there. Reframe it for clients as "business media."

🛠️ Community management is the quiet money-maker. Active brands see 24% higher retention. Non-responders see 15% higher churn.

🛠️ Productivity paradox is real. Everyone's doing twice the work for the same fee. QA and client approval are the new bottlenecks.

🛠️ Pricing is moving from time and materials to outcomes. Nobody's cracked what that model looks like yet.

🛠️ DIY-to-done-for-you is the agency version of recurring revenue. Sell a cheap entry tool. Upsell when clients realize they hate doing it themselves.

06/16/2026

Yesterday started over lunch with Noel, Lou, and Jake from Marpe Health.

The talk went straight to peptides. NAD. Retatrutide. TRT too, which is not a peptide but is everywhere now. Half of this stuff did not exist in any real way five years ago. It was the kind of table where somebody mentions they are 145 pounds down in 18 months and it is not even the most interesting thing said.

This is about as far out as a regular person can go with their own biology right now. People dialed all the way in, treating their bodies like a project worth real money. Somebody joked about being here for a good time, not a long time, right after talking about a year-long supply.

Then last night I was in Altadena, at a new place called Betsy, with Evan and Mary.

Altadena feels like the mountains after it burned last year. We ate at a table on the sidewalk. The whole block behind us was empty, just open lots and plants coming back, the hills sitting right there above all of it.

Betsy cooks over an open wood fire. You smell it before you sit down. The food comes out tasting like smoke and char and someone paying attention. Some of the best food in LA right now. Nothing advanced about it. Fire is the oldest tool we have. People have cooked this exact way for longer than anyone can count.

In one day I went from the newest thing we have to the oldest thing we have.

Technology isn't the point. Not the peptides. Not the fire.

Both tables were good for the same reason. Someone I liked, across from me, with nowhere else to be.

I spend most of the day on a screen. That is not where any of this happens.

It happens at a table.

06/12/2026

Lunch yesterday with Tiffanie and Heidi at Hanley Investment Group. Hadn't even cracked the menu. Tiffanie was already breaking down the parade of AI vendors pitching her.

"Every product I test is great at one specific process. But we don't follow that process. So either I adapt to the tool, or I have a useless tool."

She's stopped chasing pitches. Building scripts on her own now. Mostly from scratch.

Most of what's getting sold right now is trash. Lead generators. Universal AI assistants. An "AI layer" on the SaaS you already pay for. Stack it all. Then add governance. Then add a BI tool that reads the AI output. Every layer wants more money.

The pitch is always "we'll save you time." The reality is you spend three weeks unwinding the assumptions baked into someone else's product and end up back where you started.

It hit me halfway through the french dip. Tiffanie isn't behind on AI. She's ahead of it. She's stopped buying solutions and started solving.

The shift isn't that it's easy. It's that the work is finally yours. You swap a $40,000 vendor contract for the time it takes to know your own operation cold. Most teams won't make that trade. That's the opportunity we didn’t have a year ago.

Bespoke is back. It's just yours to build now.

06/10/2026

I was pricing out the math on replacing myself with a digital twin. Cheaper than me. Never tired. Always on brand. What could go wrong.

Then the news hit.

Yesterday, June 9, a synthetic performer disclosure law went live in New York. If you run an ad in the state using an AI actor, the kind you rent from Arcads or similar platforms for a monthly fee, the ad has to say so. On screen. Labeled. "This is a synthetic AI digital performer."

California is next. The WGA is pushing. Other states will follow. The rules will not be the same in any two places.

Here is the part that should worry anyone running paid.

The platforms keep selling. The lawyers keep watching. The brand running the campaign is the one holding the bag when a fine shows up.

So if you are buying synthetic talent for ads, two questions worth asking this week.

Where is the ad running.

And does the creative have the disclosure baked in or stapled on as an afterthought.

A label slapped at the end of a fifteen second spot is not the same as a label in the first frame. Regulators will figure that out fast.

This is the part of paid media nobody puts in the deck. Not the targeting. Not the hook. The fine print that decides whether a campaign ships clean or comes back as a problem.

The rules are not waiting for anyone to catch up.

05/28/2026

Things ad platforms green-light: Ketamine. Psilocybin. Ayahuasca. GLP-1s.

Things they flag as political: female empowerment t-shirts.

Pretty sure that's a typo.

It isn't.

Politics is a tough game these days. More productive to focus on living our best lives.

05/27/2026

Found the entire sales playbook stenciled on a bench in San Diego.

Yes, I know what the bench is actually about. We're not going there.

But "Respect the signals. Ask for consent." is also the exact playbook I wish more people in this business ran.

What most are doing instead: scrape a list. Auto-personalize. Pitch slap. Book the call. Run the deck. Move on.

Try any of that on a first date and let me know how it goes.

Slower way. Meet people where they are. Hear what they're working on, what they're stuck on, what they actually want. Help them. Learn something from them.

Then, if it makes sense, ask if they'd want to hear what you do.

In the moment, the bench was just a funny thing to point at.

Looking back, might be the sharpest sales advice I've ever seen on a piece of public furniture.

You shouldn't kiss people without asking. Don't pitch them like that either.

05/26/2026

Coffee with Michael Forte at Bird Rock Roasters last week in San Diego. We worked together at Nero years ago. Reconnected recently and have a couple projects going.

Grabbed coffee, took a walk, talked about a bunch of stuff.

One thing kept coming back. How many brands and people are sitting on the sidelines, waiting for AI to settle down. Waiting for normal.

Nothing is normal. Nothing's going to be normal for quite a while.

In the moment I just thought it was the same conversation everyone's been having.

Looking back, the part that stuck was the cost of waiting. The opportunity exists right now because the outcomes aren't known yet. Room to try things, fail, rebuild, find the weird little edge that wasn't there a year ago.

The people waiting for things to settle may as well start filling out the UBI paperwork. There's going to be a lot of opportunity. Just not for everyone who waits.

Move fast. Break some things. Don't forget to enjoy yourself while you're doing it.

This moment is the only one we actually get. Everything else is a story from the past or one of a million possible futures.

Address

Lake Arrowhead, CA

Opening Hours

Monday	8am - 6pm
Tuesday	8am - 6pm
Wednesday	8am - 6pm
Thursday	8am - 6pm
Friday	8am - 6pm

Telephone

+13107015962

Website

http://fastandlight.agency/

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