I help good people grow unforgettable brands.
With paid ads, email flows, marketing systems, and honest strategy tailored to what your business actually needs. I bridge the gap between emotion and execution and bring a practical view to your business that brings resonance—and revenue.
Who Am I
I’m Michael—the guy behind strivefortone.
You might know me from the coffee world—chances are you’ve stumbled here from a forum post on freezing beans. For 10 years I ran coffee businesses, co-authored the research behind the "turbo shot," and built award-winning subscription services. But I was always split between two worlds—coffee and marketing.
That tension led me to psychology (Bachelor of Behavioural Studies from Swinburne), where I fell in love with understanding what makes people tick—and buy.
The pivot from coffee guy to full-time marketer wasn't clean. I've worked agency-side, client-side, and everything in between. I've seen what works spectacularly—and what fails just as fast. From pivoting a coffee company to million-dollar sales during Covid, to launching new product categories and building campaigns that actually stick, every experience has taught me where audiences convert, what messaging cuts through, and which systems scale without breaking.
“Strive for tone.”
I’m creative, analytical, and always searching for resonance.
There’s a scene in *Treme*—a show I loved start to finish—where a young musician gives away his trombone. When his mentor doesn’t know what to say, he simply replies:
"Like you always told me. Straight ahead—and strive for tone."
That stuck with me. And it’s an approach I bring to every brand I work with—authentic, strategic, practical—and always looking for what moves.
Ready to Grow?
If you're a founder or marketing team ready to build systems that actually work, then let's talk.
Book a call here ↓