The Field Note
Changes are inevitable.
Some are outstanding. Some are good. And some are not so welcome. But this one falls squarely in the first category—outstanding.
Last week, I built an AI-powered Growth Architect (I call him “Growthy”) to map out a clear path for 2026 and beyond.
Instead of encouragement, I got a blunt reality check 🙄
The message was clear: stop managing 7 brands and get focused!
The advice hit hard: “STOP creating new brands for 18 months—no new podcasts, sub-brands, content silos, frameworks, groups, events, or newsletters. More brands = more confusion = more dilution = less profit.”
In Rocket Fuel, Gino Wickman describes two types of people: visionaries and integrators. I have a weakness of living between the two, constantly generating ideas, trying to integrate them, then scrapping everything a week later.
So I started asking better questions… what if everything I do in roofing ran under one name?
Web design. SEO. Hosting. Other marketing services. Newsletter. Podcast. Mastermind. Contractor team… all under one brand.
After revisiting dozens of options and trying to peer ahead ANOTHER 10 years, the answer became obvious:
Smarter Roofer
I registered SmarterRoofer.com in 2015 as a private training hub for commercial roofing contractors. Over time, it then became the brand behind the annual commercial roofing conference. Masterminds, Inner Circles
Now, it becomes the umbrella.
Going forward, we’ll focus on building a brand that caters to growth-minded commercial roofing contractors. This transition won’t happen overnight but the direction is set 🙂
You’ll also start seeing changes here, including a refreshed name and more commercial-roofing-focused stuff.
More to come!
At Your Service,
-Owen
P.S. Like it, love it, or hate it? Please hit reply and tell me what you think! Have you ever considered renaming your business?
P.P.S. Not interested in “commercial” roofing? Kindly take a moment to unsub-scribe at the bottom of this email or clack reply and let me know 🙂
P.P.P.S. Next week I’ll share the biggest KEY for getting solid results from AI tools… in the new “Business Lever” section 😉