The Problem Is Never where you think it is.
You've already paid people who guessed wrong. They built what they knew how to build and left you with a 200-slide deck, software no one uses, or an ad campaign you turned off years ago.
I start by talking to the people closest to the friction—your customers, your team, whoever touches the problem. Then I build systems that deploy in 4–8 weeks and actually get used.
The Pattern
Everyone skippedthe interview.
"The diagnosis was wrong because the discovery never happened."
They assumed you needed more leads. What you actually needed was better-qualified leads — but nobody talked to your customers to find that out.
They assumed you needed workflows. What you actually needed was simpler workflows that your team would actually use — but nobody talked to your team.
They delivered a 200-slide deck. What you actually needed was someone to discover why your current plan wasn't working — but nobody asked.
A wrong diagnosis means you pay twice — once for the thing that didn't work, and again for the thing that should have been built first.
What I Actually Do
Discovery First.
Build Second.
Measure Always.
I'm Connor. I'm a generalist who works across marketing, operations, and technology — but my real skill is the thing that comes before any of that: understanding people.
I interview whoever's closest to the friction. Sometimes that's your customers. Sometimes that's your employees. I listen for the gaps between what leadership assumes and what the people doing the work actually experience.
Then I build the fix.
Sometimes that's a marketing campaign. Sometimes it's an automation. The solution varies every time. The process never does:
Interview → Diagnose → Build → Measure
Proof of Concept
What Happens After the Interview
Every result below started the exact same way: I talked to the people closest to the problem.
Interviewed post-op patients to understand their real motivations.
13:1
Built campaigns that spoke directly to those motivations.
Interviewed agents to understand why they chose this brokerage.
40%
Revenue doubled over 5 years via targeted recruitment.
Interviewed PMs to understand actual software workflows.
1,000+
Built automated systems that eliminate manual data entry.
How I Work
The Execution Protocol
The Discovery
Prevents the expensive mistake. I interview 5–10 of the people closest to your problem to map the real bottlenecks.
- Workflow walkthroughs
- Bottleneck mapping
- Prioritized blueprint
- Go/No-go recommendation
The Build
Based on discovery, I design and deploy the solution. Marketing campaigns, automation, or custom internal tools.
- Custom automation
- Marketing/Ops sync
- Team training
- Full deployment
Optimization
Systems need calibration. I monitor performance and improve as your business evolves. A partnership, not a handoff.
- Performance monitoring
- Edge case resolution
- Scaling advisory
- Calibration
The Right Fit
- Growth-stage company ($5M–$50M)with friction you can feel but can't quite diagnose.
- You've hired specialists beforewho built the wrong thing because they skipped discovery.
- You want a collaboratorwho sees across marketing and ops to build a unified system.
Not a Fit
- You want the cheapest option. Discovery is an investment, not an expense.
- You need a strategy deck. I build working systems, not presentations.
- You aren't willing to give me access to the people doing the work.
Why a Generalist
The Problem With Specialists
Your marketing team uses HubSpot. Your sales team uses Salesforce. Your ops team uses spreadsheets. Locally optimized, globally disconnected.
You don't need another specialist. You need someone who can see the full picture—someone who understands marketing enough to interview customers, and tech enough to build the integration.
That's what a decade of working across industries teaches you: Pattern recognition.
Start Here.
No pitch. No deck. Just a conversation about what you're dealing with and whether the discovery makes sense.
Connor Goulding
Goldsmith Growth