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There are home cooks, and there are chefs.
A home cook knows their kitchen. They cook from instinct—for their people, their palate, their culture.
But a chef? A chef delivers a consistent experience across time, pressure, and volume.
They build on fundamentals, shape desire into dishes, and refine until it’s not just delicious—it’s unforgettable.
Neither is better. But they’re playing entirely different games.
So let’s talk business.
Where are you defaulting to home cook thinking…
When you say you’re aiming for chef-level scale?
Because I see it all the time:
- Emulating chef moves without the prep line, tools, or team
- Asking home cooks how to build a Michelin-level offer
- Feeling disappointed when the result doesn’t plate like the picture
The truth?
Even the most exquisite home-cooked meal won’t scale until it’s rethought for service. And business works the same way.
Here’s how this applies to you, Reader:
I hear so much noise about what’s working or not working in online business right now.
But as a strategist? I can tell you: those conversations are meaningless without context.
Who’s saying it?
What stage are they in?
What game are they playing?
Without that, we’re comparing plating techniques while ignoring that one person’s in a food truck and the other’s in a fine dining kitchen.
So here’s the truth:
- I’m not a coach - because you can’t “go within” to find an external structural solution.
- I’m not a business blueprint pusher - because your brilliance shouldn’t be shoved into someone else’s funnel.
- And I’m not interested in pretending that one offer, one audience, one trick applies to everyone.
What I am is a strategist who’s worked in thousands of kitchens -
From wood fires in mud huts to high-pressure galleys and million-dollar launches.
I know what works.
I know for whom it works.
And I know how to design the right system for your stage, your flavor, and your capacity.
Before you take another bite of someone else’s advice…
Ask yourself:
How much do I actually know about the life, the context, and the business of the person giving it? If you’re ready for strategy that’s designed for your vision, your ecosystem, and your growth goals - not just “what’s trending” - I’m ready when you are.
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