Why grounded beliefs beat caused reactions. Build arguments, not triggers.
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Smart People Overcomplicate Everything—Especially Marketing.
Meet the Method That Keeps It Simple.
You’re an expert in your topic, but that’s a double-edged sword.
The more you know, the harder it is to explain what you do. When you’re a business owner, this “curse of knowledge” can cost you customers.
My book, Simple Marketing for Smart People, shares an approach that helps overthinking business owners convey their value—without gimmicks, hype, or hard-selling.
Click the button below to buy the paperback, Kindle edition, or audiobook.
Billy's Clients
ali ABDAAL
TIAGO FORTE
DAVID PERELL
Leila Gharani
Billy has returned 10X easily, probably more in terms of dollars. And that doesn’t even include quality of life and peace of mind.
Working with Billy is a no-brainer thing to do.
Tiago Forte
/ Founder of Building a Second Brain
I built Write of Passage on the back of Billy’s wisdom. For years, he was my #1 marketing advisor.
David Perell
/ Creator of the How I Write podcast
"I had a VIP day with Billy and it changed everything."
John Li
/ CEO of VimCal
My Frameworks
I'm a visual thinker who enjoys distilling complex ideas into clearer concepts. These frameworks have emerged from that work—tools I've found useful for marketing, business, and life. You might find them helpful too.
The Five Lightbulbs
My popular messaging framework that helps you write authentic, persuasive marketing content—even if you're not a professional copywriter.
Fractal Thinking
Fractal Thinking is a concept I created to describe a way of looking at the world. It's an easier way of understanding The 80/20 Rule, but so much more.
The Trusted Merchant
An Olympic athlete can summon the hero archetype to give them a boost—but what about business owners? I created my branding framework, the Trusted Merchant, to give business owners that advantage.
Shield of Humility, Sword of Courage
A personal development framework that helps my clients with the toughest part of their business—avoiding perfectionism.
essays
On marketing, meaning, and the architecture of belief
These short essays share what I've learned from years of study and practice. They move between the practical and the philosophical, offering a map for those building brands with deeper foundations.
Psychology vs Philosophy in Marketing — Why Truth Wins
Psychology asks “Does it work?” Philosophy asks “Is it true?” Here’s why philosophy wins.
[Read more]The Alebrije
People aren’t looking for more noise—they’re looking for meaning. Tell the story.
[Read more]The Cobbler
Real trust isn’t flashy. It’s the quiet confidence of a cobbler who says, “Anything’s possible.”
[Read more]Brew a good stout before a chocolate stout
Master the basics first — because if you can’t brew a good stout, you can’t brew a great chocolate stout either.
[Read more]Made in Malta
Your message isn’t for you — it’s for them. See through your customer’s eyes.
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