And just overall, you've been in the space sharing great content, which is why again, I was able to find you walk us through right now how you've been able to kind of differentiate yourself, consistently build your pipeline and find the best clients out there for your fractional practice.

Absolutely.

So a few questions.

Let me break that up.

How was I able to differentiate myself? As you mentioned, there's over 200,000 fractionals there.

I'm sure that's multiple functions, but many, many, many fractional marketers as well.

So for me, the way I differentiate myself is, you know, use the old adage, go niche to get rich.

And emphasizing that marketing must remain human-centric, which I'm pretty sure everyone listening to this is can nod their head, right? But early in your advisory journey, what was the moment you regret where you saw a company or even your own practice, if that's the case, rely too much on automation, too much on robotic systems, or at an expense of, again, genuine human connections, human-led creativity? And how did you course correct that if you saw that in your own practice or in another business?

So pick a situation and tell us what were the antecedents? What were the prior challenges?

Absolutely.

So when I was working with Core AI, conversational AI, agentic AI platform, there was a launch around their main conversational AI platform called Experience Optimization.

It was the next biggest version.

This was actually a pivot from the classical conversational AI to generative AI platform for contact centers.

So as the industry term can be said, it's contact center as a service or CCAS.

The problem around this was this is the first time they were putting generative AI into one package.

Now let's talk about the behaviors, right? So how did these challenges guide the actions that you took?

What's that like? What are you up to in this new world?

One of the scariest things I've ever done, Sid, is one of the scariest things I've ever done in my career.

So... again, right, everything's supposed to work out as according to plan.

So I, as many of us in marketing and just general and tech, found myself as part of a reduction of force was part of a 20% riff, half the marketing team was let go.

And I wasn't too afraid because in the past, if I wanted to find a job, I could usually find it within six weeks or so, six weeks to two months, just because of my background, my interviewing skills, network.

I spent 40 hours a week for nine months.

I applied and targeted 100 different companies went and got offered to interview for 30 of them, went to final rounds with 10 of them and not a single offer.

The first thing is the positioning.

W- what, what inspired you to have this reptilian theme?

Part of it was being a, you know, a paleontology fanboy all, all my life, uh, and wanting to do something that I ever...

You know, I've made so much stuff that's dinosaur adjacent at this point, and was really interested in somehow...

That was just what was on my mind at the time.

There's also a, a comic book series called Age of Reptiles that I was reading at the time, and just, it's, uh, it's not, you know, unique to that series.

It's a popular shorthand for the Mesozoic Era, and I liked the, the sound of it.

And, uh, you know, I was, and everyone in the band, I think, were, like, album people.

But, but yeah, like, is there, like, something specifically about Age of Reptiles where you're like, "I feel really proud of that"? And may- maybe it is the, the charting, but maybe there's some other things that you just, you feel really proud that you did that for the album.

And of course,

Signal Investigations.

You know, similar to like what Sean was talking about with the holistic navigator that Ed had for a long time and then Vital Health Radio.

It was just really to give a different viewpoint of how we should view health.

And, you know, really the whole crux of Rebellion Health is to help reveal truth within the medical society, because I think we could probably all agree that there's a lot of you called it woo woo, there's on one end and then there's a lot of dogma on the other end.

And so what I really wanted to try to do is to say, maybe there's a place for both.

And how do we navigate those things and try to be as evidence focused, but also understand that we're also individuals.

Does that make sense? Am I right? Yeah.

Give us an update of where things are, if you don't mind.

Yeah, I mean, I think, uh, I mean, it always has been, I feel like, in, in the media to some degree, and, uh, but, you know, over the past few years it's been pretty favorable.

Typically, you're seeing it from a standpoint of, "Hey, this is bad for you.

This is...

It's gonna cause this." And so it's had this kinda hysteria around it for so many years, but over the past few years, you know, they've m- removed black box warnings from testosterone, which was the right call, uh, which is a big deal.

You don't see that happen a lot.

It, you know, the FDA's real quick to throw stuff on, uh, a, a warning or a side effect, but they're, they're pretty slow to remove something, and, because that means they have to say that they w- they got it wrong.

Oh, yeah.

So who are you kind of seeing that's having success? And if we wanted to launch a cool product here, especially in the AI SaaS space, what does that take in 2026 and beyond?

So I focus on AI scale-ups specifically.

So they're past product market fit.

They're around $5 to $20 million in revenue.

They're Series B.

So they're not enterprises, but they're not babies either.

So it's important for at least where I come into play is that they kind of have some of that groundwork already established.

You hear about these vibe-coded stuff, and I'm not sure that they're actually better software than humans that actually... coded it and and coding still has all the same problems that you talked about in your book with the last human marketer is sort of there's going to be a last human coder in all of these sex companies too but it does feel like somebody with more money or more people could just rip you off uh any day how do you defend against that

... and then what that experience was like in you taking that step.

Well, I mean, I think I told you this before, but for people who haven't heard my story, you know, by nature, I'm a clinician.

I'm a provider.

Right? I, I, I, I didn't start a clinic to become an entrepreneur, right? I, I started it 'cause I wanted to impact people in the healthcare system, and so that part was easy for me.

Uh, you know, understanding how to treat people, understanding how to listen to people, help people, that, that's second nature to me.

What I didn't realize was what I needed from the business standpoint.

And, you know, when you first start out, I mean, it was, it's pretty basic.

Yeah.

Here's Josh.

If we've yet to meet, my name is Josh, and like Bethany was saying accurately, after years at Bridgetown, some of them as a pastor, myself, my wife, a team of folks, planted a like-minded church in downtown Vancouver called Van City.

So often I'll run into, you know, one or two of you in a grocery store or something like that, and people ask, how is Vancouver? It's quite a broad question.

Unfortunately, my perspective of Vancouver is decidedly narrow.

I'm not the mayor.

I don't have a deep familiarity with everything going on, so forgive me if the question rattles me from time to time.

Just so you know.

Though it weighs only