Doing Work That Matters Requires One Question. SFW?
It all began with a red pen scrawled across a 46 slide deck full on numbers with no actual point.
Too many words.
Zero meaning.
The pen didn’t make it bold.
The truth did.
SFW IS “So F***ing What?”
It’s the question that strips out the theater.
The question that cuts through vanity metrics and hand-waving decks.
Its the question that forces teams to confront whether what they’re doing actually matters.
SFW isn’t attitude. It’s accountability.
And accountability is the core ingredient missing in most marketing today.
why SFW exists
Strategy has been hijacked by aesthetics and theatrics.
Over-designed decks that say nothing
KPIs that don’t connect to real business value
AI outputs without intent or context
Brand exercises with zero traction in the market
“Thought leadership” that’s actually thought wallpaper
Meanwhile, founders, CMOs, and agency leaders are being asked to make high-stakes decisions based on noise.
SFW is the antidote.
Not a slogan.
Not a vibe.
Not a personal brand “persona.”
SFW is a decision framework. A clarity filter. A system for building marketing that creates impact, not impressions.
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