Fast + Light

Fast + Light Everything we do is month-to-month or project-based. We’ve developed great relationships with other agencies who are experts in things we aren’t.

Whether you’re a start-up, entrepreneur, or an established company looking to grow a direct channel, the Fast + Light team can help you drive ROI through Ads, Strategy, E-Commerce, and Web Development. 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. 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.

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.

Found the entire sales playbook stenciled on a bench in San Diego.Yes, I know what the bench is actually about. We're no...
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.

Coffee with Michael Forte at Bird Rock Roasters last week in San Diego. We worked together at Nero years ago. Reconnecte...
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.

Out in San Diego this week with good people.The biggest bottleneck right now isn't the tech. It's not the market. It's p...
05/22/2026

Out in San Diego this week with good people.

The biggest bottleneck right now isn't the tech. It's not the market. It's people.

Business runs on arbitrage. On transformation. Both come from uncertainty and change.

People want the opposite. Predictability. A steady pace. Excitement makes most of them nervous.

So we keep building for results while a lot of prospects and clients hesitate, waiting for things to settle.

The world isn't going to calm down. Their businesses might. Not in a good way.

This is the time to get close to good people and move forward together.

Opening night of TechCon SoCal at the Mintz office. Loud room. A lot of handshakes.Founders. Operators. Venture folks. I...
05/22/2026

Opening night of TechCon SoCal at the Mintz office. Loud room. A lot of handshakes.

Founders. Operators. Venture folks. I was there to bring marketing into the mix.

Friendly faces and good conversations.

Same theme kept coming up. Things are moving fast. Nobody actually has the playbook. We're all figuring it out as we go.

There’s so much we don't know, and we’re all excited.

In the moment it just felt good to be out with the people again.

Looking back, that's the thing. Nobody knows what's next. The honest ones just admit it and keep moving.

I'll be spending as much time with other people as I can, we need to stick together.

Out at the show the next two days. If you're here, hit me up. Even just a few minutes between sessions.

05/14/2026

Doug asked me how things were going. I said it seems awful but I think it's actually pretty good
He paused. Then he said yeah, because you can eat a burrito and watch some Netflix as the ship goes down.

I laughed. But he wasn't really joking.

We talked about how a lot of people are going into debt. They're clueless about what's happening. They think things are going to go back to the way they were. And neither of us believes that.

In the moment I thought it was just a funny line.

Looking back, I think he nailed something I've been trying to say for a while. This is the easiest hard time we've ever had on this planet. You can be completely comfortable and completely screwed at the same time. The burrito is warm. The couch is soft. And the ship is still going down. And the comfort is what keeps people from moving.

Doug and I and many people in our circles are moving, even if we don't know where yet.

First two minutes of the call I couldn't get my camera to work. Great start.Then I told Doug I thought he was screwing u...
05/12/2026

First two minutes of the call I couldn't get my camera to work. Great start.

Then I told Doug I thought he was screwing up.

Not in a mean way. But directly. I said I think you're behind on some things and I want to have the talk with you about it.

He didn't flinch. He said I'm an open book.

That's why I said it. If he'd gotten defensive, I would have just said hey man, you're doing great, keep it up. Because I don't have time for that and neither does he.

We spent the next 25 minutes going through what I thought he should be doing differently. He took notes. He asked questions. He booked a follow up for later this week.

In the moment I thought I had it figured out and he didn't.

Looking back, we're both just trying to keep up. AI has all of us under the gun right now. Every week there's something new. Nobody actually knows what they're doing. Some of us are just louder about pretending we do.

The only real advantage is having someone who'll tell you the truth on a call where the camera doesn't even work.

Mariscos with Walt yesterday. Way too much food. I ate all the insides out of everything and told myself I wasn't going ...
05/08/2026

Mariscos with Walt yesterday. Way too much food. I ate all the insides out of everything and told myself I wasn't going to fill up on tortillas. I made myself sick anyway.

Somewhere between bites I was explaining why your code shouldn't live under a mattress or buried in a coffee can in the backyard. That's my pitch for GitHub apparently. Walt's nodding, asking good questions, and I realize I've been going for 20 minutes straight.

Warp. Claude Code. Obsidian. Cloudflare. The Slack bot I built that DMs me my calendar every morning at 7am. How I want to build a memory database so all my tools actually know what I know.

I thought I was just walking him through my stack.

Looking back, I think I was trying to convince myself that the thing I'm building actually holds together. That all these pieces connect into something real and not just a pile of shiny tools with no spine.

Walt comes from industrial operations. Value streams. Bottleneck analysis. He kept translating everything I said into his language. Make money. Save money. Mitigate risk. Three things. That's it.

Funny how the guy from manufacturing made the AI conversation simpler than I ever have.

The future usually makes more sense over mariscos with a friend.

Asante was sitting at the kitchen table.I was at my desk nearby.Neither of us was saying much.I was working. He was work...
05/07/2026

Asante was sitting at the kitchen table.

I was at my desk nearby.

Neither of us was saying much.

I was working. He was working. Or at least doing the very convincing digital nomad version of working, which is mostly laptop, focus, coffee, and occasionally looking like you know what you're doing.

Kima and Alma were around, keeping the whole operation secure. Bebop, Wallace, and HipHop were somewhere judging us, as cats do.

Nina and I joke that we secretly run a very exclusive coworking space out of our guest room in Lake Arrowhead. The membership is small. You can count the people on both hands.

Asante currently holds Diamond status in The Arrowhead Elite Circle. Perks include guided mountain walks, all treats included, and full initiation into the work cult.

No sign out front. No kombucha tap. No guy named Chad asking everyone to share their "intention" for the day.

Just people we love and trust. Working near each other. Eating together. Going on walks. Talking about life, work, dogs, anxiety, AI, breakfast burritos, whatever shows up.

The funny thing is, we don't even need to be working on the same thing. Just having someone else there changes the room.

I used to think the fix for remote isolation was better systems. Cleaner calendars. More discipline.

Turns out the best thing I did for productivity this month is a friend in a chair nearby.

05/06/2026

I'm staring at a Zoom tile of a guy I've never spoken to.

He booked a sales call straight onto my calendar. No intro. No context. Just showed up like a dentist appointment I don't remember making.

So I ask him a simple question.

Tell me what I do.

Silence.

Not the thoughtful kind. The kind where someone's scanning your LinkedIn bio in real time and hoping you can't tell.

He recovers. Says something about "helping businesses grow their digital presence." Which is like saying a restaurant serves food.

And look, he's probably not a bad person. He's just running a playbook. I'm lead number 14 today. Maybe 24. I'm a calendar slot with a pulse.

I get it. AI has made it stupid easy to pitch slap strangers at scale. Scrape a list. Auto-personalize. Book the call. Run the deck. Repeat.

Efficient? Sure.

But I sat there after he hung up thinking about all the people I actually do business with. Every single one of them came from a real conversation. A conference hallway. A friend's introduction. Someone who knew my name before they needed something from me.

Not one of them booked a cold call on my calendar and opened with a script.

I'm not against moving fast. I love fast. I named my company after it.

But that call stuck with me because I realized something. The efficiency isn't the problem. It's that efficiency became the whole strategy.

And when your whole strategy is volume, people can feel it.

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