Helping Businesses Achieve Endless Customers

I started IMPACT as a web design company. But pretty quickly, I wanted to build something bigger. I wanted every business owner who hired us to feel we were helping them move toward the business they had imagined.

A good-looking website was part of that. The bigger question was whether it helped them win customers and grow. That question pushed us to learn more about what happened before someone reached a website, what they needed once they got there, and what it took to earn their trust.

We had plenty to learn. We also had a clear ambition: build a company we could be proud of, doing work that made a difference for the people who trusted us.

In 2011, we became a HubSpot partner. Inbound marketing gave us a way to connect the work we were doing on websites to the questions buyers were asking before they were ready to talk to a salesperson.

If we were going to help clients do this, I believed we had to do it well ourselves. Even when IMPACT had fewer than 15 people, I made sure at least two were dedicated full-time to our own marketing. We wrote, taught, experimented, and learned.

It worked. People found our advice useful, and we had more sales opportunities than we knew what to do with. But there was another part of the business we still hadn't figured out.

We were good at bringing in clients. Keeping them was a different story. Some stayed with us for years, but too many left disappointed. A few asked for refunds. That was hard to accept, because it was the opposite of why I had started IMPACT.

Looking back, we were willing to work with almost anyone. Often, we became an outsourced marketing department for a business with little time or interest in participating. We couldn't know those businesses the way their own people did, and the work showed it.

The clients who did well had people involved internally. They contributed their expertise, wanted to learn, and developed skills alongside us. I'm embarrassed to say it took me too long to see the pattern. Once I did, I knew we needed a better way to help.

Marcus Sheridan had built a different approach through The Sales Lion. He taught businesses to answer their buyers' questions honestly and to create that content with their own people. His book, They Ask, You Answer, captured the principles behind that work.

Marcus and I became friends, and in 2017 we ran IMPACT Live together. Our teams worked well together. After the event, I asked him to join forces. Okay, it was more like I pleaded with him. In early 2018, he said yes.

At first, we kept our outsourced inbound marketing work alongside the coaching model. By the end of 2018, we had moved away from creating clients' content for them. We were helping their teams learn how to do it themselves. That decision changed the work we delivered and the kind of partnership we wanted to build.

As AI, video, and social media changed how people researched their options, the questions facing business owners changed, too. The principles of honest buyer education still mattered. The way we helped companies put them into practice needed to evolve.

In 2025, They Ask, You Answer evolved into Endless Customers. The new book brought that thinking together, and our coaching program evolved with it.

Endless Customers is the system we help businesses implement. It gives leadership teams and the people doing the work a shared approach to earning trust, educating buyers, and winning customers. The lessons we learned in our own business continue to shape how we teach it.

Today, our coaches, trainers, and implementation specialists help businesses figure out what deserves their attention, put improvements into practice, and build stronger teams. That work includes Endless Customers coaching and training, HubSpot, websites, and paid media.

Some clients need help developing the people inside their company. Others need us to build or improve something alongside them. We help them understand what they can own, where specialist support makes sense, and how the work connects to winning customers.

I want IMPACT to help good businesses become the companies people and AI recommend, buyers trust, and customers choose. Watching our clients grow, create jobs, and serve more people is still the most rewarding part of this work.