Tom and Curtis welcome back one of the show’s most frequent and beloved guests: Mario DeQuilla, founder of Assisted Living Home Care Services. Together, they unpack what’s changed since his last appearance, including lessons learned from Performance Max campaigns, the nuance of sending the right conversion signals, and the often-overlooked role of sales ops in marketing efficiency.

Then Mario opens the door to a deeper discussion on organizational dynamics through DISC profiling—how it informs hiring, management, sales, and even your website UX. It’s a wide-ranging, entertaining episode that connects storytelling, human behavior, and data-driven marketing into one cohesive playbook.

N.B.:

• Learn more at assistedlivingct.com and assistedlivingtechnologies.com.

• Connect with Mario on LinkedIn.

Takeaways:

• Fine-tuning marketing signals too narrowly can reduce lead volume—even if conversion rate rises.

• Real-time data sent back to platforms (Google, Meta) improves campaign learning—and protects budget utilization.

• Marketing wins should be counted at the moment a qualified lead enters the sales process, not only after sales qualifies it again.

• DISC profiling can dramatically improve internal communication, hiring, and operational harmony.

• Sales teams can use DISC cues to better read prospects and adapt communication on the fly.

• Marketing content must appeal to all DISC types—Ds want clarity, Cs want detail, Is want story, and Ss want reassurance.

• Growth requires both efficiency and volume; you can’t rely on algorithmic “sure things” alone.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

Most businesses still think “privacy compliance” is a big-company problem—but the rules (and risks) say otherwise. In this episode, Amy L. Baddley, privacy and cybersecurity associate at Varnum LLP, joins Curtis and Tom to unpack what data privacy really means for every business owner. From cookie banners and compliance thresholds to the myths around “template” privacy policies, this episode is your plain-English primer on doing privacy right—before regulators, lawsuits, or “privacy chasers” come knocking.

If you’ve ever wondered whether your website’s cookie notice is enough… this one’s for you.

N.B.:

• Learn more at VarnumLaw.com.

• Connect with Amy on LinkedIn.

Takeaways:

• Almost every website collects personal data—even IP addresses and analytics count.

• Cookie banners must actually work; “fake” ones can expose you to lawsuits.

• Avoid dark patterns—don’t make it easier to accept cookies than reject them.

• Privacy laws now exist in 19+ U.S. states, plus GDPR and Canada’s frameworks.

• Compliance isn’t optional: lawsuits and $20K-per-user settlements are real risks.

• Privacy compliance starts with data mapping—know what data you collect, where it goes, and who touches it.

• Privacy policies must match your real data practices; templates can increase risk.

• “Privacy by design” is cheaper and easier than fixing it later.

• Partnering with privacy counsel early protects your brand and unlocks new opportunities (many large vendors now require compliance).

• Consumers expect transparency—it’s not just legal hygiene, it’s a trust advantage.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

The traditional agency model is cracking—and Janet Tyler, co-founder and president of True Depth, says that’s a good thing. In this candid conversation with Curtis and Tom, the longtime agency leader and M&A advisor breaks down why the future belongs to smaller, smarter, tech-enabled teams. They dive into AI’s impact on creative services, what private equity really wants from agencies, and how reinvention—not resistance—is the new competitive edge.

If you’ve ever wondered whether the agency you built can evolve fast enough, this one’s a masterclass in disruption done right.

N.B.:

• Learn more at TrueDepth.com.

• Connect with Janet on LinkedIn.

Takeaways:

• The old agency model—layers, meetings, and middle-management—is fading fast.

• Leaders who stop “doing the work” lose their edge (and joy); reinvention starts by reclaiming the craft.

• Smaller, hybrid “non-agencies” and TeamLance-style networks are outperforming traditional structures.

• Private equity is still investing—but only in firms showing real evolution and profitability.

• M&A success depends on integration, not just the deal; culture alignment is everything.

• AI is both a disruptor and an amplifier: smart teams use it to enhance strategy, not replace people.

• “Privacy by design” becomes “strategy by design”—adapt or fade.

• Younger talent will need an apprenticeship mindset to gain real-world strategic skills.

• Agencies that keep reinventing themselves—not clinging to legacy models—will attract both buyers and clients.

• The number-one indicator of future value? A strong management bench, not a founder-centric brand.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

Few people embody “audience-first” and “leading expert” like Brian Clark. In this conversation, the Copyblogger founder (now building Further and Leading Expert) traces how trust-driven publishing beat ads and algorithms then—and why it still wins now. He, Curtis and Tom get into building on owned land (email > everything), testing offers with lean content, and pairing lived expertise with AI without losing your voice. If you’re a Gen-X creator, consultant, or founder trying to grow in an algorithmic world, this one’s a playbook.

N.B.:

• Learn more at further.net and leadingexpert.com.

• Connect with Brian on LinkedIn.

Takeaways:

• Build the audience first, then design the product around validated pain points of that audience.

• Treat social as discovery; make email your home base and asset.

• You don’t need a massive audience—just a trusted one.

• Use “lean content” to iterate: publish → observe → refine → ship.

• Let AI amplify your ideas and delivery, not replace your voice.

• Speak to a specific someone (repel to attract); shared identity builds trust.

• Midlife is a growth edge: seasoned expertise + AI + ownership = leverage.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

Few guests fit more naturally into the fading remnants of Season 2 of Bullhorns and Bullseyes than Kristian A. Alomá, PhD, founder and CEO of Threadline and author of Start with the Story: Brand-Building in a Narrative Economy. Kristian joins Tom and Curtis to unpack why consumers use brands to tell stories about identity, not just satisfy needs. He explains his Brand STORY Framework, the psychology behind loyalty, and how narrative thinking can turn research data into human insight. From Apple fandom to Calgon nostalgia, this conversation connects marketing, meaning, and the stories we tell ourselves.

N.B.:

• Learn more at threadline.com and kristianaloma.com.Connect with Kristian on LinkedIn.

Takeaways:

• Stories drive behavior. People buy symbols of who they are, not just products.

• Brand ≠ marketing. Branding is the relationship you create; marketing lives within it.

• The STORY Framework: Struggle → Tool → Objective → Reward → Yearning—the arc every brand narrative needs.

• Make your customer the hero. If you claim hero status, they’ll find another story.

• Empathy > data. Great research listens for emotion; story gives the numbers meaning.

• Honor your own story. A brand’s legacy proves it’s earned the right to tell today’s story.

• Think in lifetimes, not quarters. Narrative strategy builds loyalty that compounds.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

In this episode, Tom and Curtis welcome Jesse Flores, Founder and Chief Web Pro at SuperWebPros, for a wide-ranging conversation on the fast-moving world of AI. From his first “this is different” moment with ChatGPT to the rise of personalized, conversational websites and open-source tools that let small teams punch above their weight, Jesse offers a front-row look at how AI is transforming business today—and where it’s headed next.

N.B.:

• See Jesse’s work at superwebpros.com

• Connect with Jesse on LinkedIn

Takeaways:

• AI’s rapid growth in the past 18–24 months is unlike any prior tech shift—driven by compounding data and accessibility.

• The “aha moment” wasn’t just ChatGPT—it was when models could connect via APIs, powering real business workflows.

• Browsers and websites are moving toward personalized, agentic experiences, where every visitor gets a unique conversation.

• Model Context Protocols (MCPs) are the plumbing that allow AI agents to connect to tools, CRMs, and data.

• Open-source tools like LibreChat and n8n are enabling lean teams to do what once required enterprise resources.

• Success with AI depends on clean, structured data and aligning agents with your brand voice.

• Expect the near future to blend “pageants” (pages as agents), conversational lead magnets, and AI product guides—transforming websites into dynamic, brand-personalized conversations.

• Looking ahead 12–24 months: AI agents will increasingly network with each other to handle real-world tasks (like booking a repair service) automatically.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

In this episode, Tom and Curtis sit down with Mike Iley, COO of LoVasco Consulting Group, to unpack how the StoryBrand framework—and its roots in the Hero’s Journey—helped LoVasco shift from “look at us” to “we’re your guide,” clarifying their message across the website, sales, and internal comms. Expect practical, no-jargon advice on naming your customer’s problem first, using stronger calls to action, and painting the “success vs. failure” picture that moves people to act.

N.B.:

• See StoryBrand in action at lovascogroup.com

• Connect with Mike on LinkedIn

Takeaways:

• StoryBrand aligns tightly with the classic Hero’s Journey: your customer is the hero, your brand is the guide with a plan.

• Lead with the problem/pain your ideal customer feels—name it better than they can—and momentum follows.

• Strong, simple calls to action (and a secondary CTA) keep websites from becoming feature dumps.

• Don’t just promise a happy ending; contrast success vs. failure right after the CTA to spur action.

• Why–How–What vs. StoryBrand? More alignment than debate: hook with the “why,” earn the scroll for the how/what.

• Implementation matters: LoVasco used StoryBrand copy first, then design, then scaled it as a shared internal language.

• Outcome: clearer positioning, easier sales conversations, and clients discovering adjacent services they actually need.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

In this episode, Curtis and Tom sit down with Gini Dietrich, founder and CEO of Spin Sucks and creator of the PESO Model®, to talk about how communications leaders can adapt in today’s “zero-click” reality. From rethinking attribution to building visibility with AI in mind, Gini shares why the PESO framework is no longer just a model, it’s becoming an operating system for modern marketing. The conversation covers how consumer journeys are anything but linear, why measurement is murkier than ever, and what signals actually matter when proving traction.

You’ll also hear practical advice on how to test your brand visibility in AI tools today, why owned and earned media are more important than ever, and how to shift from funnels to flywheels when building trust.

N.B.:

• Learn more at SpinSucks.com

• Connect with Gini on LinkedIn

Takeaways:

• The PESO Model—paid, earned, shared, owned—must evolve into an operating system for comms teams.

• In a zero-click world, credibility in earned and owned media drives whether AI surfaces your brand.

• The customer journey is no longer linear—think “flywheel,” not funnel.

• Attribution is broken. Instead, track traction signals like branded search lift, community health, and unaided awareness.

• Your website is still critical. AI may cite it, and high-quality visitors often come directly from those references.

• Think like a publisher again: create content that answers real customer questions, not just what Google wants.

• Test your brand visibility by going incognito in AI tools. See what shows up, what doesn’t, and fix inconsistencies.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!