Season 3 kicks off by exploring marketing drift—the gradual (and often invisible) way businesses lose alignment with their customers over time.

As AI makes it easier to execute faster and at scale, many companies are unknowingly accelerating that drift—amplifying the wrong message, chasing tactics, and increasing complexity. The result is what Tom and Curtis call the chaos tax: more activity, more spend, and less impact.

This episode introduces a new framework for getting back on course, starting with a simple but critical shift: diagnosis before deployment.

N.B.:

• Let’s continue the conversation on our Substack! And please remember to subscribe the Substack newsletter so you never miss an episode!

Takeaways:

• Warning: AI amplifies whatever you feed it—right or wrong.

• Marketing drift happens gradually, then suddenly—and most teams don’t recognize it.

• AI often accelerates that drift by scaling misaligned messaging and tactics.

• The chaos tax is the cost of drift: increased effort, spend, and complexity without results.

• Most brands rely on internal assumptions instead of real customer insights.

• Diagnosis before deployment helps realign marketing before scaling it.

• The path forward starts by reconnecting with the customer—not doubling down on tactics.

• The four principles for modern marketing that we will explore in Season 3:

→ Diagnosis before deployment

→ Coherence before creativity

→ Meaning before media

→ Revenue before reach

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Be sure to subscribe to our Substack to never miss an episode!

• 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 the final episode of Season 2, Tom and Curtis look back on a year filled with heavyweight guests, big marketing themes, and unexpected insights. From the power of storytelling in a hyper-automated world to the challenges of attribution and algorithmic gatekeepers, they unpack the trends that shaped 2025…and explore what they’re betting on for 2026. They reflect on standout conversations with bestselling authors, agency leaders, and AI innovators, share personal anecdotes about content creation and audience building, and offer a candid, thoughtful look at what’s next for marketers in a fast-changing landscape.

Takeaways:

• Storytelling remains the most powerful differentiator in the age of AI—audiences stay to “see how the story ends.”

• Algorithms increasingly gatekeep audience access, forcing marketers to balance organic strategy with paid amplification.

• A look at AI driving the newest, latest digital advertising platforms and what it means for your campaigns going forward.

• AI literacy is now table stakes, but adding a human layer—empathy, perspective, originality—is what keeps content relevant.

• Long-form, immersive content consumption is resurging as people tire of mindless scrolling.

• Brands should prioritize owning their audience—newsletters, communities, and direct channels—to future-proof against platform shifts.

• The PESO model, attribution challenges, and algorithmic “math” all continue to influence how campaigns perform and how marketers plan.

• SNEAK PREVIEW: Season 3 may include serialized educational mini-courses to help listeners build real skills over a structured series.

• And get ready for the Bullhorns and Bullseyes community!

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!

Tom and Curtis welcome back one of the show’s most frequent and beloved guests: Mario D'Aquila, COO 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!