What a fuckin’ week - I spent this past weekend in Fort Worth, TX slinging Strong Coffee at the 2024 Crossfit Games. Our team served over 5,147 cups of caffeinated gold after tragedy struck Day 1 of the event.

This week’s riffs for the creative vandals, outlaws, misfits, and pirates of the internet:

• Create Cooler: How this one creator combines his quirks to create viral videos

• Build Better: This ex-baseball player shared his journey and changed careers while building a raving fan base

• Earn Easier: A gas station chain that uses Gen-Z lingo to crush the billboard game

• Break The Rules: Start with the people, not the product

• The Hit List: Music to turn up and tune out

Lean Into Your Quirks

A few years ago, I stumbled upon Scott Adams' book, How To Fail At Almost Everything and Still Win Big.

It’s not just another self-help guide—it’s a witty, no-nonsense roadmap to success.

Adams breaks it down: Forget obsessing over goals. Focus on systems, build a diverse skill set, and watch the magic happen.

This book is a must-read for any creator lost in the shuffle, trying to figure out where they belong.

In today’s world, learning a new skill is just a click away. You can go from zero to expert with a quick search and some dedication.

But here’s the catch—having access to so much knowledge can leave creators paralyzed, juggling too many talents without a clear direction.

Sound familiar? It sure was for Scott Adams.

Adams wasn’t the best cartoonist. His comedy was solid, but not groundbreaking. He knew enough about business to get by.

But instead of trying to become world-class at one thing, he did something smarter—he combined all his “pretty good” skills into something that needed every single one of them.

And in 1989, Dilbert was born—a comic strip that became one of the longest-running in history.

Adams didn’t treat each skill as a separate tool.

He put them all together in what Alex Hormozi calls “adding to the quiver.”

Hormozi’s philosophy? Every skill you pick up is an arrow in your quiver, ready to take down the big dragon that’s waiting for you.

I recently found another creator on TikTok who’s nailed this concept—and I have to share his story.

This Guy Sees Faces Everywhere He Goes

During one of my late-night deep dives into TikTok, I discovered @codyabanks, an artist who’s killing it with his unique blend of skills.

This guy’s not just an illustrator—he’s an animator and a beatmaker too. And what does he do with all these talents?

He heads out into the real world (yep, the actual, physical world) and looks at everyday objects in a way most people don’t.

Take his baby’s toy, for instance. While 99.9% of people see a simple orange circle, Cody sees a spark of inspiration.

He snaps a photo, heads to his computer, and starts creating.

He’ll illustrate and animate a quirky cartoon character based on that shape, layering it with his own beats.

The result? A unique piece of content that stands out in a sea of sameness.

Cody doesn’t shy away from his quirky perspective. He leans into it—hard. And it’s working.

He’s built an audience of over 350,000 followers, all by doing what only he can do.

Individually, Cody’s skills are impressive. But together? He’s created a niche that’s all his own.

Not too shabby, huh?

People Connect with People, Not Brands

Michael Seander’s story starts on the baseball field.

In 2006, he was the Rhode Island Gatorade Player of the Year. A few years later, he was the star closer for the Duke Blue Devils.

But, like many athletes, his career hit a major roadblock—Tommy John surgery.

What could’ve been the end of his story turned out to be just the beginning.

During his recovery, Mike discovered a new passion—music.

His alter ego, Mike Stud, emerged as a “party rapper,” and before long, he was selling out college shows and touring the country.

But as his fame grew, Mike made a pivotal decision: he dropped the “Stud” and started going by just “Mike.”

From that moment on, Mike wasn’t just a rapper—he was a storyteller. He shared his journey across every platform he could, including his podcast, Ya Neva Know.

Sharing the Journey, Not Just the Destination

Mike didn’t follow the traditional path of streaming and touring.

Instead, he embraced the digital age, building a community around his story.

And what a story it is:

• Moving on from his baseball dreams

• The wild Mike Stud party era

• His transformation into a more introspective and self-aware Mike

• Creating a digital community and a line of merch

• Giving his fans a name—Only Steves

Mike’s approach to his personal brand is anything but ordinary.

He’s documented every phase of his journey, and in doing so, he’s built a business empire.

His Stevenson Ranch merch? A seven-figure revenue stream.

His musical career? Funded through his own business flywheel, including a $9/month membership program loaded with perks for his superfans—the Only Steves.

Mike proves that documenting your journey is powerful.

People don’t just want to hear your music or see your product—they want to follow your story, even if you’re still figuring it out yourself.

The Hero’s Journey, Unfiltered

Mike’s success is a testament to the power of authenticity.

He’s not just selling music or merch—he’s inviting fans into his life.

And they’re all in.

Thousands of Steves showed up at his concert in Irving, TX, knowing every word to the songs he’s been dropping for the past decade.

As Mike says in his track he said she said, “I make a million every month, I barely leave the house.”

That’s not just a flex—it’s proof that when you build a brand around who you are, not just what you do, the world notices.

So, what’s the takeaway?

People love people, not brands.

And if you’re real with your audience, they’ll be there for the long haul.

Just ask Mike.

I’m a Sucker for Creative Marketing

If you haven’t heard of Buc-ee’s, you’re missing out on one of Texas’s most legendary gas station chains.

Driving down I-35 in Texas, the highway is littered with billboards, one every half-mile or so.

Most of them? Boring, forgettable, not worth a second glance.

But then, there’s Buc-ee’s.

Stand Out or Get Ignored

This past weekend, I drove 200 miles from Austin to Fort Worth, passing hundreds of signs. And you know what? The only ones I remember featured a grinning beaver.

Buc-ee’s marketing team knows how to play the game.

Once you step inside one of their mega gas stations, you’re hooked. It’s not just a gas station; it’s an experience.

Each location is 6 to 8 times the size of your typical pit stop, with food options that could give Costco a run for its money.

And let’s not forget the bathrooms—Buc-ee’s has the cleanest bathrooms in Texas, and they’ve got the awards to prove it.

But how do they get you to pass all those other gas stations on the way?

Especially when you’re desperate for a bathroom or have hungry, cranky kids in the car?

The Beaver with a Sense of Humor

Buc-ee’s has a secret weapon: their mascot, the beaver.

This little guy isn’t just a logo—it’s a personality, and it’s one of the most recognizable in Texas.

Their merch sales prove it, bringing in millions every year because people aren’t just buying a shirt—they’re buying into the beaver’s charm.

And that charm is on full display in their billboards.

Buc-ee’s could just throw up a sign that says, “Gas station in 5 miles,” and call it a day.

But they don’t need to.

Everyone already knows Buc-ee’s has gas, snacks, and the cleanest restrooms around.

So they take it a step further.

Here are a few of the billboards that had me laughing out loud this weekend:

• “You Had Me at Howdy”

• “Beaver Nuggets? You Mean Girl Dinner.”

• “Beef Jerky? Boy Dinner.”

• “Cleanest Bathrooms For The Next 134 Exits. (Our Next Closest Location).”

• “Slay”

• “Don’t Stay Thirsty My Friends”

• “It’s The Brisket For Me”

• “You Can Hold It (171 Miles)”

Not Just Another Gas Station

Buc-ee’s isn’t just another gas station.

It’s a brand that’s taken something as mundane as a highway pit stop and turned it into an experience people look forward to.

Their creative, quirky marketing stands out in a sea of sameness and keeps them top of mind when you’re cruising down the highway.

In a world where most billboards blend into the background, Buc-ee’s reminds us that a little personality—and a lot of humor—can go a long way.

Build It for People, Not Products

There was a time when building a brand was all about the product.

Back in the day, when ad platforms were wide open, all you needed was a decent product and some cash to throw at Facebook ads.

A basic checkout page and a mediocre product could rake in millions in no time.

But those days are long gone.

Think Long-Term, Think People

It doesn’t matter what kind of brand you’re trying to build—whether it’s physical products, digital courses, software, services, or events.

These are just the vehicles.

What really matters is the people you’re building for.

At the core of any brand is a simple truth: you’re here to solve a problem for a person.

That’s the foundation.

If your brand can’t deliver a transformation for someone, it’s doomed to fade away.

So why not start with the person in mind for every decision you make?

When you focus on people first, you naturally build a community.

And in 2024, community isn’t just a buzzword—it’s the ultimate competitive advantage.

It’s the glue that holds everything together, especially when times get tough.

More Than a Logo: The Power of Community

A strong, engaged community is what keeps brands alive through the ups and downs.

Look no further than what happened at the 2024 CrossFit Games to see this in action.

On August 8, 2024, tragedy struck.

Lazar Dukic, a seasoned competitor at his fifth CrossFit Games, drowned during Event 1.

The rest of Day 1 was canceled—competitors, vendors, event staff, everyone was left in shock.

The atmosphere was heavy with sadness, heartbreak, and an eerie silence.

But CrossFit didn’t fold under the weight of this tragedy.

Instead, they chose to continue, honoring Lazar throughout the remainder of the Games.

Why? Because CrossFit is built on a foundation of community.

Everyone at that event understood it was time to come together, to support one another through the unimaginable.

The brand wasn’t just about fitness; it was about resilience, and overcoming hard things together.

Losing an icon of the sport during its biggest event was as hard as it gets.

But because CrossFit had nurtured a community over decades, people had a space to grieve together, to support each other.

Your Brand Is a Community

Your brand is so much more than just a logo. It’s the community you build around it.

That community is what will see you through the good times and the bad, the successes and the tragedies.

In a world where products and ads alone won’t cut it anymore, building for people—for the community—is the key to lasting success.

Different creative pursuits call for different music to jam to. Here’s what I jammed to this week on The Vomp Playlist: