Why I’m Betting on a Smarter Way to Scale Content

I’ve been in this industry long enough to have seen a few revolutions up close. The digital revolution rewrote the rules of creative production. The internet revolution changed the speed and scale of brand growth. And now we’re in the early innings of the AI revolution—something equally thrilling and equally chaotic.

But here’s what hasn’t changed in 30 years: great brands are still built on clarity, consistency, and execution. And most businesses still struggle to deliver all three at once.

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At Defining.com, we’ve launched hundreds of brands—category-defining ones, billion-dollar-valuation ones, ones where everyone in the room felt aligned and energized from day one. But again and again, the same thing would happen six months later: The brand was strong. The vision was clear. But the content engine was broken.

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Founders were frustrated. CMOs were overwhelmed. Senior leadership kept wondering why, after investing so much in a world-class brand, everything going out the door still felt... off. Or late. Or nonexistent. That friction became too consistent to ignore. So I built something to fix it.

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The Real Problem Isn’t Brand. It’s Output.

Launching a brand is hard. But keeping it alive—day in, day out, across 50+ touchpoints—is harder.

When content becomes the bottleneck, most teams go one of three ways:

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Path 1 — Build an internal team

It starts with two solid hires: maybe a writer and a designer. Seems cost-effective until the hidden costs pile up—recruiting, onboarding, management time, HR support, benefits, software, training, revisions, burnout, turnover. And suddenly, the marketing team starts to look and feel like a bloated mini-agency. Only slower. Most of our clients aren’t looking to run a creative agency. They want to run their business.

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Path 2 — Outsource to agencies

This sounds great on paper. But in practice, it’s often slow, expensive, and misaligned. You wait weeks for mediocre work. Internal teams lose visibility. Culture clash grows. And pretty soon, no one knows who owns what—or why it still isn’t done.

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Path 3 — Try to hack it with AI

AI has massive potential. I’ve been using and testing it for years. But staying ahead of daily tool changes, training teams, managing integrations, and avoiding brand drift is a full-time job. Most teams don't have the bandwidth or process to extract real value. The result? More tools, less traction. So: internal teams are heavy. Agencies are slow. AI is fragmented. And meanwhile, the content still needs to ship.

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That’s the gap I built BrandMonkey to fill.

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A Smarter Way to Scale Content

BrandMonkey isn’t an agency or a platform—it’s a modern production partner that solves the real problem: how to scale great content without bloating your team or compromising your brand.

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We combine the best of AI acceleration with human creative oversight. That means AI handles the structure—outlines, drafts, repurposing, summarizing—while seasoned strategists, editors, and designers make sure the output reflects your actual voice, tone, and goals. No generic filler. No lifeless templates.

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You get the speed of automation and the quality of expert execution—without managing a team, chasing approvals, or playing budget Jenga every quarter.

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Most teams spend upwards of $22,000 a month on just two fully loaded creatives—salary, benefits, tools, management, the works. With BrandMonkey, early pilot clients are getting the same volume of branded, ready-to-publish content for under 30% of that.

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One intake form. A flexible monthly scope. No long-term commitments. Just a high-output content engine that moves as fast as you do—and doesn’t burn out your team or your budget in the process.

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Why Now?

Because most content models just aren’t built for what brands are up against today.

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Audiences are consuming faster. Expectations are shifting by the week. AI is changing how we create—but also how we get judged. And most teams are still trying to keep up by stitching together people, platforms, and processes that were never meant to move this fast. You can feel it in the Slack threads, in the approval bottlenecks, in the half-finished campaigns sitting in Google Drive. The answer isn’t to throw more people at the problem. It’s to rethink how the work gets done.

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That’s why we built BrandMonkey—for brands that know content isn’t optional, and that scaling execution shouldn’t mean scaling chaos. We’re not a SaaS tool or a bloated agency. We’re a lean, intelligent production partner built to move with you, not against you.

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If your brand’s ready to show up louder, sharper, and more consistently—without building a whole new department to make that happen—this was made for you.

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Let’s Make It Easy

If you’re still in the trenches trying to get content out the door—or tired of explaining your brand voice for the fifth time this quarter—let’s talk. We’ll start simple. Month to month. No lock-in. No risk. Just more content, done better, faster, and in a way that actually supports your growth.‍

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Content shouldn’t be this hard. Drop us a line, and let’s make it easy.