I started Lobo Media Marketing in 2018, leaving corporate marketing behind with a young family depending on me.
It was terrifying.
But something deeper kept pulling me forward. A persistent sense that I was in the wrong place, building the wrong things.
You see, I’ve always been fascinated by how people think. How they make decisions. What makes them care deeply about some things while remaining indifferent to others.
In high school, I became the unofficial counselor. Friends, and the friends of my friends would find me during recess, and share their school age troubles with me.
I’d listen (as much as high schooler can) and help them think through their problems. My high school counselor noticed this and worked with me to help others.
When it was time to graduate and go to university, she pushed me toward studying psychology.
So I did. Learned about human behavior, motivation, decision-making. And somehow ended up in marketing where I could apply all the things that fascinated me.
But corporate marketing revealed something unsettling to me. Nobody seemed to care about people. Not really.
We were always rushing. Trying to maximize revenue. Optimizing aesthetics.
There was never discussion about whether people would actually like what we were creating. Only whether it would make them more money.
This created a profound dissonance in me.
Marketing was supposed to be about understanding humans. About helping people find solutions to their real problems. About creating connections that mattered.
I spent almost ten years trying to reconcile this dissonance, reading about psychology and neuroscience, listening to the world, experimenting with different approaches. Gradually, a framework emerged, one I now call Human Marketing.
The core realization of my journey is that marketing is fundamentally a creative act.
Not manipulation. Not coercion. Not optimization.
It’s storytelling.
It’s taking people on a journey that helps them understand not just what you offer, but why it matters to them. Why it matters to their lives, their work, their relationships.
In the same way filmmakers craft experiences that make you feel something about the stories they’re telling, marketing is the business equivalent of artistry.
And this re-frame changes everything.
