I spend my days watching people decide. Whether to buy, whether to stay, whether to leave. Then I write about what I see.
I create content, processes, and frameworks for organizations trying to stand out in a crowded space. The common thread is earning conversion and loyalty through better interactions with the people you serve.
Most of that work started in higher education. I am Chief Enrollment Management Officer at Richard Bland College in Virginia, where I lead enrollment, marketing, financial aid, workforce initiatives, athletics, and student life. I have spent years building teams and redesigning how we turn a student’s interest into action.
Recruiting a student looks a lot like winning a customer or building a brand. Someone has options, limited attention, and a decision to make. That is why the posts here range well beyond campus, from a bad hotel check in to a sales pitch that worked for reasons nobody in the room could explain.
Give people a reason to choose you. Then give them a reason to stay.
How I see things
My thinking leans heavily on behavioral economics. I think a lot about persuasion, perception, and why some ideas spread while others die quietly. I am convinced most problems in service, sales, and retention come down to perception, timing, and friction.
Lately I spend a lot of time on AI: building agents into a real operation, figuring out where they help, where they hurt, and where a human has to stay in the loop. When something works, I turn it into a framework and share it here.
The frameworks here are built to be put to work, and a few ideas will cut against conventional wisdom. Some of it will be wrong. Every now and then, I may have a point.
Views here are my own and not those of my employer.
