Filed: 7 min read
I first heard the phrase “Scrappy, Not Crappy” during a sponsorship meeting with the agency representing Airwalk Shoes. We were discussing their budget for The AP Tour—a national concert series I supported by developing brand activations and selling sponsorships during my time at Alternative Press. When they described their number as “scrappy, not crappy,” I lit up. It perfectly captured the spirit of what we were building—a raw and real experience without a big-budget production. It was a perfect example of DIY marketing in action, where creativity and passion outweighed glossy presentations.
Back then, our ad + marketing department at AP did it all—building media kits, pitching clients, producing events (our SXSW parties were legendary), and generating leads the old-school way. Think phone calls, printed packets, and creative problem-solving without the digital clutter we have now. That phrase stuck with me because it didn’t just describe their budget—it described our work ethic. It was DIY Marketing: We figured it out. We made it happen. And we did it well.
The deal was done. We had Airwalk on board as presenting sponsor of The AP Tour, and it felt like a real win for all sides. To celebrate, we flew to Denver to take Carly and Erika—the agency reps who first coined “Scrappy, Not Crappy”—to the show.
We booked the Oxford Hotel, a gorgeous, historic spot downtown. It had a spa attached (which we treated them to before doors opened), but what we didn’t know was… it’s also haunted. That afternoon, mid-massage, the door swung open out of nowhere (thankfully, only happened to me). Later, my boss-at-the-time and I were startled awake by static on the TV—full volume, no clouds in the sky. We slept with the lights on and Animal Planet looping, just in case. The Cruise Room, the hotel’s stunning art deco bar, was rumored to be haunted too—but the cocktails were strong enough that we didn’t mind.
Carly and Erika—this post is for you. You helped me find the words to define a work ethic I’ve carried with me ever since.
Because yeah, we were scrappy. We didn’t have million-dollar budgets or fancy tech stacks. But we had instincts. We had taste. And we had heart.
It taught me that the best ideas aren’t always the biggest—they're the ones that stick. They move people. They build real connection.
Back then, I was balancing agency meetings in New York with late nights at venues like Pianos in NYC. It wasn’t always polished—but it was purposeful. We built events, parties, and programs from scratch. We showed up for our people. We gave a damn.
That same spirit still drives the work I do at Great Life’s Work.
These days, I’ve traded smoky venues and static-filled hotel rooms for strategy sessions and sunrise edits—but the ethos hasn’t changed. Show up. Make it matter. Do work you’re proud of—with people who love what they do. And yes, you’ll still catch me at a show from time to time, sometimes behind the scenes. I’ll always be drawn to that kind of energy.
Because that’s what ‘Scrappy, Not Crappy’ meant back then—and why it still fuels the work I do now.
Doing meaningful work doesn’t take a million-dollar budget.
If you're building something from the ground up—or ready to make what you’ve got work better—I help founders, creatives, and purpose-driven brands turn instincts into strategy and ideas into impact. No fluff. Just real work that resonates.
Let’s connect and talk about what you’re building.
