When I grab drinks with friends, I’m reminded that some of life’s best ideas, and business breakthroughs, happen outside the conference room. They happen in moments of genuine connection, where everyone relaxes, the conversation flows, and ideas get real.

That’s the essence of good marketing too. It’s about understanding the moment, reading the crowd, and finding common ground instead of shouting louder or ordering the flashiest drink in the room.

Every time I have a night out, I notice the parallels to how we approach strategy and creative execution. There’s always a mix of personalities at the table, the old reliable who always orders a beer (that’s your tried-and-true brand messaging), the adventurous one trying the seasonal cocktail (your experimental ad campaign), and the one nursing sparkling water because they know tomorrow’s going to be a big day (your data-driven restraint when a tactic’s run its course).

In marketing, like in social settings, moderation matters. The temptation is to keep ordering (another channel, another campaign, another “quick win”). But just because something worked once doesn’t mean it always will. The smartest marketers, like the smartest drinkers, know when to call it. They watch the data. They understand pacing. They know when to double down and when to step back.

What I love about this mindset is that it builds longevity, both in friendships and in brands. You start focusing less on one-night success stories and more on long-term relationships. You create campaigns people actually want to engage with, just like you build friendships people want to maintain.

And just like a good night out, marketing works best when there’s an even balance of a bit of strategy, a splash of creativity, and a twist of fun. Too much of any one ingredient, and things start to feel off. But when you get it right, the energy is contagious.

That’s what I help businesses do: create marketing that feels real, connected, and in rhythm with the people they serve. Whether it’s refining your brand voice, tightening your strategy, or designing a campaign that meets your business goals, I help you know when to order another round and when to close the tab.

Because great marketing, like great friendships, doesn’t come from excess. It comes from intention, connection, and understanding oneself.