Brand is an asset class.


I started Lazy Eight with a simple belief: when you treat brand as decoration, it behaves like a cost. When you treat it as an asset, it compounds.


We partner with founders taking an idea from whiteboard to market, and with enterprises that need to transform, launch new categories, or build new sub-brands with the speed and clarity of a startup. In both cases, the work is the same at its core, make the right decisions early, build a coherent system, and ship something the market can understand, trust, and choose.


Most teams are forced to assemble this by committee. Strategy lives with one firm. Brand lives with another. Product and engineering sit elsewhere. Marketing and growth are bolted on at the end. The result is handoffs, and handoffs create drift. Drift shows up as inconsistency across touchpoints, misalignment inside the company, slow decisions, and a brand that feels like a costume rather than a machine.


Lazy Eight is built around a unified approach, strategy, brand, design, technology, and marketing, working as one loop. One senior team. One set of decisions. One line of accountability. The goal is not more output. The goal is coherence and velocity, so a brand can move from conviction to reality without losing its shape.


I believe we are entering a world where execution will become abundant. Products will be copied faster. Features will be replicated instantly. Creative will be generated on command. When production becomes cheap, judgement becomes expensive. The advantage shifts to the things that cannot be prompted into existence, taste, narrative clarity, and the ability to make a small number of high quality decisions under uncertainty.


This is also why brand becomes one of the few durable moats. A well-built brand earns trust faster, reduces the cost of attention, attracts talent, creates pricing power, and makes a business easier to understand and harder to replace. It is not what something looks like. It is how a company is perceived, chosen, and remembered, and how consistently that perception holds as the company scales.


Since 2016, Lazy Eight has worked with 400+ brands representing close to $250B* in cumulative enterprise value. I do not mention this as a trophy. I mention it because after enough repetitions, patterns become visible, what works, what breaks, what scales, and what does not.


AI changes the economics of building, but it does not change the fundamentals. It accelerates research, exploration, iteration, and production. It helps us move through possibilities faster. But it does not replace the human work, choosing the right direction, knowing what to ignore, and committing to a point of view. AI speeds the loop. Humans decide what is worth building.


I also believe the agency world is being rewritten. The old model is built on layers, overhead, and fragmented specialists. The next model is smaller, senior, and integrated. Consulting rigor, design partnership craft, product and engineering execution, and go-to-market thinking collapse into one partner. Fewer people, higher experience, tighter feedback loops, and a vetted network of specialists for scale at the edges.


That is the model I am building at Lazy Eight. A small senior core, supported by trusted vendor partners, using AI to remove friction and increase speed, while keeping the work anchored in taste and judgement. The outcome is simple: faster decisions, fewer handoffs, stronger coherence, and a brand that behaves like an appreciating asset.


We as a firm are quiet by design. We do not optimize for attention, we optimize for outcomes. Most of our work comes through founder and investor circles that value discretion, speed, and craft. We stay small, we stay senior, and we take a limited number of mandates each year. If we believe we can help build a vertical leader, we lean in. If we cannot, we say no.


If you are building something ambitious and want a long-term partner who can carry the work from first principles to launch and scale, reach out with context, timeline, and budget range. If there is a fit, the next step is a short call.


Brand is an asset. Build it with taste. Build it with judgement. Then compound it.