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Monday 8am - 6pm Tuesday 8am - 6pm Wednesday 8am - 6pm Thursday 8am - 6pm Friday 8am - 6pm

Fast + Light

Name: Fast + Light
Address: Lake Arrowhead, CA, US
Telephone: +13107015962
Price range: $$$

Fast + Light is focused on measurable results and revenue for our clients. Every part matters to us. Everything we do is month-to-month or project-based.

Every part of the machine has to work together, and paid media, creative and strategy included, is the heart of the engine. Helping E-Commerce Brands Profit and Scale Full-Funnel E-Commerce Strategy
Paid Media
Web Development
No Long-Term Agreements

Fast + Light helps companies with great products that have struggled to generate profit with e-commerce. Since it's all connected, we still advise

on all the other parts of your business like email, content production, PR, and SEO. We’ve developed great relationships with other agencies who are experts in things we aren’t. Most importantly, we help our clients make informed decisions and take action to generate revenue and scale their business as part of their team. Your success is our success.

08/07/2026

Down the mountain yesterday, lunch with Walt and Josh, then a partnership meeting with Eddie and Jaedon.

Neither one was about whether we can do the work. All of us can do the work.

It was all about the harder thing, who we want to connect with and what we can offer them.

AI has democratized the tactics. A product sketch that used to take a 3D team weeks now takes an hour. The thing we used to get hired for is table stakes now.

The thing has stopped being the differentiator.

If you're having a wedding and you want to hire me to sing, and I tell you I'm a wedding singer and a plumber and an interior designer, maybe I am. You're still probably going to go find a guy who's only really good at being a wedding singer.

That was true before AI. It's just louder now, because the plumber and the interior designer can sing too.

We spent time talking about what's the ICP, what's the offer. What problem are we solving? What's the one thing we lead with instead of trying to sell everything?

In both conversations we're getting back on in a couple weeks with something small to test. It could fail. It isn't going to cost a crazy amount of time or money, and if it fails we write it up as a case study about how we failed and use it anyway.

With AI changing how everything looks, a lot of days it seems like the work isn’t the hard part, it’s the uncertainty that gets us.

08/03/2026

Socal Tech Forum met Saturday to talk about human-centered design in the AI era, led by Craig with his secret weapon Jeff.

Basically how to get the leverage of AI without losing the customer relationship that makes any of it worth doing.

🛠️ People go quiet when they hit problems. Jeff's test user sounded excited for 22 minutes on the transcript. The video showed three minutes of excitement and nineteen of silent frustration. Watch for the silences.

🛠️ An AI that says no earns more trust than one that says yes to everything. Jeff's AI bartender refused to fake a tiki night with the wrong bottles on the shelf. That no is why the user trusts its recommendations now.

🛠️ Never let the model be the source of fact. Jeff's app kept claiming it saved recipes it never saved. Better prompts didn't fix it. A verification layer underneath did.

🛠️ Use AI to improve the reps, not skip the relationship. Real humans are the source of truth. Simulated users are not there yet.

🛠️ AI did 80 percent of the build on an AR training experience Chris shipped. It could not tell him why the room felt flat afterward. He had to stop and ask the humans.

🛠️ Locking your team into five approved tools is death. They're stale in a month. Stay curious about the toolchain.

Always good to see the Socal Tech Forum Homies!

07/30/2026

No laptops. No photos. Three hours.

Google Ignite Lab at Google HQ in Venice yesterday, in the room at Klaviyo's invite, on where RCS for Business is heading.

Ran into Josh. Met a room full of operators who actually answered when asked what's breaking. Things have gotten complicated, we’re moving so fast and no one has all the answers.

Three things stood out to me.

RCS lands your brand in the native inbox. Not an app they have to download. Not another landing page they bounce from. Top of the same inbox where we talk to friends and family.

Google Search becomes a conversation starter, not just a link. Four entry points, one paid and three organic. Someone searches your category, you already show up, and they can message you instead of getting dropped on a homepage..

The thread remembers. Come back two months later and say "that serum I was looking at," and the context is still there. SMS forgets. Email forgets. This doesn't.

The opt-in is the sneaky part. They tap ‘message’, you're in their inbox. No form. No app install. No "enter your number to unlock 10% off."

That's not a channel. That's real estate.

The lunch spread was pretty fire too, there wasn’t any coffee but the presentations were enough to keep me awake and engaged.

Three of the four doors are free. Things are looking up.

07/29/2026

Darshan Shah asked the room who here runs a company. A few hands. He pointed at one of them, Amy, and asked how often she looks at her company's data.

"Every minute of the day."

Then he asked if she sends that data to a consultant once a year and waits to hear how the business is doing. The room laughed. Nobody does that. But that is exactly how most of us handle our own health.

I was at The Longevity Series at Gravitas last night with AJ from Stack Tracker and Eddie from OptiTech Solutions. Beautiful room, extremely well appointed. Shah calls his approach n of one. The only study that matters is the one run on you, with your own data, and nobody is going to run it for you.

Plenty of tactics too. Strength over cardio. Fiber and protein before the carbs. Phone charges in the farthest room from the bedroom.

We spend every week now arguing about what AI is going to do to our work. The machine actually doing the work is the one we are sitting in. Nobody ships a v2 of that.

I love getting out and being around people, and twenty years ago a room like that would have been talking about exits and valuations and whose round was closing.

Last night it was sleep scores and grip strength.

Same kind of room. Much better conversation.

07/21/2026

One of the sharpest operators I know built his entire agency off an Apple Watch.

Twenty thousand steps a day, running the whole thing from his wrist. These days he's on a tablet, and he says he feels like he has all the power in the world.

I told my buddy Josh that story over lunch last week. We were at a sweet Klaviyo workshop, which is the funny part.

The whole day was autonomous this, AI-agent that. Software that builds the campaign, sends it, answers the customer, closes the ticket. Slide after slide of the machine doing the work for you.

And he does more with less. On purpose. From a watch.

People ask what my agency does. It's always some version of "how much money are you gonna make us." Fair question. But I'm a mechanic for revenue. Diagnose what's broken, fix what actually runs.

The tools keep getting louder. The fundamentals never do.

07/16/2026

In Los Angeles for Klaviyo Connect today.

Got in last night, took calls on the drive out.

Spent the afternoon and evening co-working with my dear friend Evan.

In LA it was hot as a catalytic converter in a shopping cart, so we were at his co-working spot Ground Floor until almost 9, waiting for things to cool down.

As the evening progressed and people stopped working and a gaming club kicked off, probably 20 people playing games, I saw some rummy cube, a blast from the past!

Evan and I got Ggiata from Uber Eats (I had half an italian sandwich, he had the tuna salad).

I don’t know about you but I’ve had a lot on my plate lately.

Hanging with Evan, hearing people laugh and feeling the good vibes, it suddenly felt like I’d exhaled and could feel my shoulders drop.

It’s so easy to get caught up in everything that’s going on in the world, to miss being present here and now, caught up in getting through The Task List because we’re competitive and we care.

Last night I got to see and feel what real community looks like, and remember that enjoying time with other people is one of the best things in life.

I’ll be pursuing more of that today and hopefully more days.

07/15/2026

The authenticity trap. Being real has become an excuse for not having a strategy.

I brought that take to Allyson Marino on the podcast. She didn't blink.

"I don't think anybody is a success without a strategy anymore."

Even the most outlandish TikTokers. The ones that make you ask why anybody is watching. Nobody pulls millions of views consistently by accident. Maybe they didn't start with a strategy. But they found something that worked and knew how to capitalize on it.

Her bar for authenticity: be an authentically hard worker.

Being real without a strategy already has a poster child. Kanye. That usually doesn't turn out very well.

Being real is not a strategy. We're out of excuses.

New pod with Allyson dropped today. Check it out, link in the comments.

07/14/2026

Met Joshua recently. Last Thursday we co-worked in Pasadena.

He's taking open source models and modifying them specifically to volunteer tokenmaxxing.

Joshua showed me the dashboard live. Said it straight: "Claude's dynamically fighting to keep the usage high. We're dynamically fighting to keep it low."

I told him I’'ve banned F+L from using anyone else's MCP. Ben Fox is the one who convinced me. He's building a zero trust AI security company, and I'm grateful to have friends that paranoid, because we need to be.

If we need to hook into something, we build it ourselves, well, Claude does.

Same reason they built AdBeacon. Ad platforms report their own numbers, and surprise, they always look great. AdBeacon strips that out and measures what actually happened, no platform grading its own homework.

Things then moved from token burn to comparing meds + supplements. I’m at four needles a day. Twenty six supplements total, it may grow. My sleep apnea was 67 events an hour two years ago. Last night it was 3.1. My weight went from 367 to 223. Peptides, a CPAP, and finally paying attention to what my own body was telling me.

Same rule every time. Stop trusting the black box. Measure it yourself.

06/25/2026

I drove into LA yesterday to lunch with my friend Britney.

While I’ve been on a health journey she's a let professional bodybuilder.

Britney Markets her coaching business and I’m a professional marketer.

We’re both a bit obsessed with AI. Britney doesn't write code. Neither do I.

She lives in Tulum, so every receipt comes in pesos. She got tired of doing the math, so she made an app. Scan a receipt, it grabs that day's exchange rate, converts the total to dollars, drops the amount and category into a spreadsheet.

I took photos of the equipment at my gym, fed it into the AI machine, hooked up the API for my workout tracking app HEVY, and AI builds my workouts.

The app isn't perfect. My workouts aren’t either. But the pesos turn into dollars and my workouts get better.

Being a beginner and getting better at it anyway is one of the few feelings that doesn't get old.

Address

Lake Arrowhead, CA

Opening Hours

Monday	8am - 6pm
Tuesday	8am - 6pm
Wednesday	8am - 6pm
Thursday	8am - 6pm
Friday	8am - 6pm

Telephone

+13107015962

Website

http://fastandlight.agency/

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