I didn't start out wanting to build a creative agency. I started as an appointment setter.
At the time, I was just trying to make life work. Appointment setting was one of the easiest opportunities I could find, so I took it. I spent my days calling leads, talking to customers, following up, and booking appointments for med spa businesses. It was a pretty straightforward job.
Except I couldn't leave it at that.
Once I understood my role, I started wondering about everything around it. What happened to the leads after I booked them? Why were some businesses converting better than others? What was happening behind the scenes? How was the business actually generating those leads in the first place?
So I started learning.
First, lead generation. I learned how to find prospects, scrape lists, organize data, build lead-gen sheets.
Then I got pulled into social media.
Then came graphic design.
Then video editing.
Then content.
Then CRM.
Then automation.
Then workflows.
Then systems.
At some point, I realized I had somehow become the person doing a little bit of almost everything.
And honestly? I loved it.
I've always had a hard time being interested in only one thing. The moment I learn how something works, I want to know what's next. I'd finish one task and find myself thinking, "Okay, but how does this part work?" I would see someone else doing something and think, "I want to learn that too."
It probably wasn't the most conventional way to build a career, but it gave me something I wouldn't have gotten by staying in one lane: I started seeing how all the pieces of a business connect.
Working with different companies and different people made that even clearer. I saw businesses with great products but weak content. Businesses generating leads but losing them in the follow-up. Businesses posting constantly without really knowing whether their social presence was healthy. Businesses with good ideas but no systems to support them.
And I started noticing something else.
"The problem usually wasn't that these businesses weren't good enough. They just weren't being seen the way they deserved to be seen."
That realization changed the way I looked at everything.
I stopped thinking about individual tasks and started thinking about the bigger picture. Content wasn't just content. A social media page wasn't just a page. A lead wasn't just a name on a spreadsheet. An automation wasn't just a workflow. Everything had a purpose, and everything was connected.
That's what eventually led me to Surreal Media.
Surreal isn't the result of me suddenly deciding, "I'm going to start an agency." It's the result of years of being unable to stop asking questions.
I wanted to understand the whole machine. How do you get someone's attention? How do you keep it? How do you turn that attention into a relationship? How do you build the creative around the strategy? How do you build the systems behind the creative so it can actually scale?
Now I get to explore all of those questions in one place.
And that's probably what building Surreal has taught me most about myself: the thing I used to think was a weakness — wanting to learn everything — might actually be one of my biggest strengths.
"I don't need to be the best person in the room at one single thing. I want to understand enough of the room to see what everyone else might be missing."
That's the mindset I bring to Surreal.
Because anyone can learn a tool. Anyone can generate a video. Anyone can post on social media.
The real work is knowing what deserves attention, why it deserves attention, and how to make people look twice.
I started by learning how to get someone's attention on a phone call.
Now I'm building a company around helping great businesses earn it on a screen.