I'm Andy Houston. I write copy and build software to help you sell more.

Knocking on doors in Dallas selling knives and soap. Cold-calling thousands of people for life insurance. Raising real-estate capital from investors three times my age. Those early sales jobs taught me to treat rejection as feedback on the approach. You earn about four seconds to justify the next thirty. After that the math takes over.

I rebuilt an agency's application process to screen enquiries before a sales call.

A year holding space for trauma victims at a clinic in Las Vegas. The lesson that translated directly into market research: the surface complaint is rarely the real problem. The customer who says "I need more leads" almost always means "I'm terrified my business doesn't actually work." The customer who says "the website looks dated" almost always means "I'm embarrassed to send the URL to the people I want to impress."

Methodology shift: every diagnostic now runs seven layers deep before recommending a deliverable. The 180-point ICP profile I use on every engagement was built so I'd never again propose a solution to the wrong layer of pain.

I built three e-commerce brands past seven figures, including a metal-art DTC business that went from $10K monthly to $150K monthly in 90 days, crossed $1M within seven months, and eventually went eight-figure. I closed $199.5K in coaching sales in under thirty days as head coach of a hybrid program, and built CRMs for teams ranging from 20 to 250 people. I ran my own agency at $10K a day in sustained ad spend, peaking above $50K. I also ran a 10,000 square foot manufacturing shop in Colorado upstairs from the agency office.

I lost the agency and a metal shop while trying to grow both. I split my time between an agency I knew and a shop I didn't know how to run.

I define the first useful version before choosing what to build. A design review for an AI project let me cut an unnecessary integration before implementation.

After watching a dozen consulting clients get smacked by the iOS 14 attribution collapse and the Facebook ad-pocalypse, I stopped being purely a marketer. Two years self-taught into data engineering, building production systems on Pydantic, FastAPI, LogFire, and Hypothesis. Helped design an algorithmic trading system where data quality bugs cost houses, not reports. Worked tokenomics and incentive design for over two dozen Solana projects on a $500M+ TVL platform. Got rugged on a Polkadot project I helped scale from $10M to over $100M market cap, and learned the hard way that investor character is more load-bearing than the team's technical talent.

I test system behavior and keep records that help the team investigate failures.