Financial planning and education (without the jargon) I Creating blueprints for high-earning sales executives and business owners

I left the financial industry because I saw a problem.

People wanted to work with a planner, but they ended up becoming a number on a spreadsheet.

I had to leave to start something new.

And now?

I'm a fee-only planner who helps salespeople & equity compensated employees under 45 give a purpose to their paycheck.

I left the large financial institutions to start my own independent company. I did it so people could pay for real planning and not just an agenda to sell a hidden product. 

As a true fiduciary, Pashman Financial, LLC was built on that promise by focusing on you and you only.

🔵 Why people hire me? 

Well, people have come to me with the following problems:

- They want peace of mind with their money
- Their old advisor barely communicates with them
- They want an answer tailored to them, not from Google
- They felt pressured to buy a product that wasn't a right fit
- They are great at making money but struggle to keep it
- They want a simple plan that's easy to understand
- They want someone to hold them accountable
- They want someone they can trust

🔵 What are my services?

I help identify your goals, craft a financial blueprint that lays out action items to hit them, and monitor your progress. 

💵 Cash Flow Management  
📈 Equity Compensation
🏡 Real Estate Planning
📊 Investment Planning
📍 Retirement Planning
🛡 Insurance Planning
📚 Education Planning
💲 Tax Management
💳 Debt Repayment
📃 Estate Planning

🔵 Who do I serve?

Age: Individuals and families between 30-50 years old
Target: Sales pros, tech employees, other millennial families
Location: Virtually anywhere in the U.S.

But I love working with people that are driven to make a change. So even if you don’t fit these criteria, feel free to reach out. Your personality is everything. 

🔵 Why I'm different?

1) My model is primarily a flat fee service. No time trap. 

2) I do not require you to hand over your investments nor require a minimum to work with. Managing your assets is optional and I'll still assist you if you do it yourself. My focus is ongoing financial planning. 

3) I focus on how to increase your cash flow, not just your assets. I work with you to ensure your systems are set and consistently educate you on how your finances work. I get paid to truly keep you accountable over time.

You can find my pricing in my "featured" section on the website. 

Stop delaying action. Shoot me a message to schedule a complimentary intro.

Max Pashman, CFP®

Renting is not a waste of money 
Renting is not a waste of money
Renting is not a waste of money
Renting is not a waste of money
Renting is not a waste of money

It isn’t always “throwing money away”.

In fact, it’s an option that offers flexibility.

It’s avoiding being locked into a mortgage you’re not financially or emotionally ready for.

People underestimate how costly the wrong home purchase can be.

Better to stretch on rent than get trapped by a mortgage you can’t afford.

Helping Founders and Executives Plan for Early Retirement and Exit

Most have no clue what a write-off does.

Here's a quick breakdown of what it is:

A write-off is merely a deduction.

So use the example:

→ You get a $20,000 expense to write off
 → If your income starts at $200,000?
 → It gets lowered to $180,000
 → So what does that mean?

Here's what it does not mean:

IT DOES NOT MEAN $20,000 LESS TAXES.

A deduction does one thing:
Reduces income taxable.

In this case, a single person in 2025:
(Using only federal taxes in this example)

→ The entire $20,000 is in the 32% bracket
 → The amount taxed? $6,400 federal
 → So with the taxes saved?
 → You netted - $13,600

So yes, you saved more in taxes.

But you still spent money in the end.

It's not a dollar-for-dollar save.

It's a reduction in income taxed.

Big difference!

Note: Post is purely educational and not financial or tax advice*

Max Pashman

pashman-financial-llc

schooloffinances

Reset Your Password | LinkedIn

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JSESSIONID

Sales Navigator

Your employer offers you a $200,000 salary. 

But also offers a $200,000 bonus with it.

When you get the bonus, it's taxed just like your salary. 

Except it's withheld completely different from it. 

One question you should always ask:

What will you do with the bonus?

Option 1: Spend it
Option 2: Save it in cash
Option 3: Invest in your company's stock
Option 4: Invest it into your portfolio

No matter what happens, that bonus gets taxed when it vests. 

And if you haven't figured it out by now, I'm not talking about a bonus.

Welcome to planning around Restricted Stock Units (RSUs) 101

90% of parents plan to invest for their kids, but are clueless where. 
 
Here are the full details of common accounts to consider:
 
#1 529 Plan 
 
Usually the first option people think of when planning for their kids. 
 
This is the traditional go-to if you know your kid is going to college. 
 
The reason being is that it provides tax advantages specifically for educational needs. 
 
Pros of 529: 
 
-Earnings are tax-free when used for qualified educational expenses 
-Can front load up to 5x normal contributions 
($19,000 X 5 = $95,000 per contributor) 
-May offer a state deduction depending on the state 
 
Cons of 529: 
 
-If not used for education, earnings are taxed + hit with a 10% tax penalty 
-Limited investments options available 
-Expense ratios could be high 
 
 
#2 UTMA / UGMA 
 
Don't think the funds will be used for college? 
 
One of the most popular alternatives is a UTMA / UGMA. 
 
It can be a good way to provide a nest egg for the future. 
 
Pros of UTMA/UGMA: 
 
-A vehicle that could be used to teach your kids about personal finance 
-Can be used for any purpose and not just their education 
-Exempted from paying a gift tax up to $19,000 / year 
 
Cons of UTMA/UGMA: 
 
-Hurts financial aid as a kids asset and is subject to kiddie taxes 
-Contributions are irrevocable (cannot be taken back) 
-Funds MUST be given to kids when they are 18-21 depending on the state 
 
#3 Custodial Roth IRA 
 
Who doesn’t love a Roth? 
 
Now you can provide one for your child. 
 
This is a unique way to build tax-free money that’s partially accessible penalty-free before retirement. 
 
(Partially is the key word here) 
 
Pros of Custodial Roth IRA: 
 
-Not included in the financial aid calculation 
-Access to contributions are penalty free 
-Earnings are penalty free and/or tax free if requirements are met 
 
Cons of Custodial IRA: 
 
-Restrictions on earnings withdrawals 
-Retirement is a very low priority for an 18 year 
-Full control is given to the child by 18/21 (like a UTMA / UGMA) 
- Child must also earn income to contribute
 
#4 Brokerage (Under Parent's Name)
 
While it doesn’t have many tax benefits, it offers flexibility. 
 
You may not know what to do with your kid's future, so this provides options open to you. 
 
This also gives you control over how to invest and when to gift. 
 
Pros of Brokerage: 
 
-Flexibility around managing and investing 
-No penalties for withdrawals 
-Capital gains tax treatment 
 
Cons of Brokerage: 
 
-No deductions 
-Dividends and trades are taxable in the year received & realized 
-Could be subject to kiddie tax if funds gifted before their adulthood 
 
What works for you will depend on your situation. 

Choose the accounts that fit for your kids! 

- - - - - - - - - - - - -

Like these visuals? You'll love my money visual newsletter.

Be sure to be subscribed to receive the new one this week:

https://lnkd.in/gJC9mTQH

Talks about #money, #wealth, #investing, #personalfinance, and #financialplanning

People spend roughly $200 a plate for a Thanksgiving dinner. If they took that $100 and invested it in the market over 30 years you would have made nah I’m just kidding have a great Thanksgiving everyone!

"Let's circle back after the holidays"

1st Follow Up: I meant after Christmas

Next Follow Up: Sorry I really meant after Valentines Day

Next Follow Up: Yeah I meant my CPA's tax holiday season

Next Follow Up: Oh whoops I'm on Holiday for the entire summer

Next Follow Up: Scary the year went by! Speaking of which, I meant after Halloween

Next Follow Up: Who are you? Oh yeah. Let's circle back after the holidays.

Major changes are coming to your finances in 2026. 

Here's everything you need to know:

Every year, the IRS adjusts contribution limits to keep pace with inflation, but 2026 is shaping up to bring some of the most notable increases in recent memory. If you're planning ahead for retirement, these updates matter.

→ Workplace Retirement Plans (401(k), 403(b), 457)

2025: $23,500
2026: $24,500

Catch-Up (50+): increasing from $7,500 to $8,000 (up to $11,250 depending on income)

→ Traditional & Roth IRA

2025: $7,000
2026: $7,500

Catch-Up (50+): increasing from $1,000 to $1,100

→ SIMPLE IRA

2025: $16,500
2026: $17,000

Catch-Up: increasing from $3,500 to $4,000 (up to $5,250 depending on income)

→ Health Savings Account (HSA)

2025:
• Individual: $4,300
• Family: $8,550

2026:
• Individual: $4,400
• Family: $8,750

Catch-Up (55+): remains $1,000

→ What this means for you

Higher contribution limits create more room to lower taxable income, increase long-term investment potential, and accelerate progress toward retirement. 

Even incremental annual increases compound significantly over time.

If you want 2026 to be a year where you maximize your financial opportunities, start planning now.

If you need help building a contribution strategy that aligns with your goals, reach out and let’s talk.

Your friend sells iPhones for $1,000.

You decide to buy an iPhone from your friend.

Your friend says to you:

"Hey you're my friend so I'll give you a 15% discount and let you buy it for $850."

You buy the iPhone for $850.

Because of the high demand for these iPhones, this iPhone has the potential to increase its value or lower it.

And people right now are willing to buy them for $1,000.

You have two choices:

Option 1) Hold on the iPhone and see it's value go up or down

Option 2) Sell it immediately and pocket that $150 profit

All of which depends on a couple of factors:

- Your financial situation
- Your desired exposure
- Your risk appetite
- Blackout periods

And if you haven't figured it out by now, I'm not talking about iPhones.

Welcome to Employee Stock Purchase Plans (ESPP) 101.

If I were a DIY investor, these are the platforms I'd be using:

- Banking: Chase
- Investing Platform: Fidelity / Vanguard
- HYSA: Betterment / Wealthfront / Marcus
- Bill Management: Rocket Money
- CC Comparison: Points Guy
- Tracking Progress: Monarch
- Estate Planning: Trust&Will.com
- Life Insurance: Ladder Life
- Donations: Daffy.org
- Budgeting: YNAB

None of these companies paid me to write this. 

I genuinely like the areas that help DIY investors here. 

One area I did not include: retirement software. 

I personally believe that without the right expertise, this is the hardest to execute on your own.

Despite all the things you can do on your own, I think getting a second set of eyes for areas like retirement planning, equity compensation, tax planning, and exit planning needs the expertise of an advisor.

Which tools do you use?

Today: Shirt worth $100

Black Friday next week: “50% OFF! Now $100!”

 What a steal.

52% of families are unprepared for an unplanned expense. 
 
Here's how you can better prepare for it:

Create a safety net in your plan.

AKA an emergency fund. 
 
Doing so for three reasons:
 
-> Access to short-term funds 
-> Avoid tapping into long-term funds 
-> To prevent you from taking on more debt 
 
The chart you see is one that I put together. 
 
I love to incorporate multiple variables to identify the right number. 
 
These are just some examples. 
 
And just my personal take on what I've seen. 
 
You may only need 3 months, but you want 12 months for peace of mind. 
 
The point is that while the 3-6 month rule is a good benchmark, it's also flexible. 
 
Choose the amount that fits your profile. 
 
It's an insurance policy for your goals.

Don't go into a food coma with your money. 
 
Here's what most miss about finances: 
 
It's not about the fancy stuff. 
 
Investing is awesome. 
So are the investments. 
And so are the vehicles. 
 
But individually, they mean nothing. 
 
The combination of them does. 
 
Things that should be considered: 
 
- Why you have them? 
- How do they work with one another? 
- What role they play with your goals? 
- Where does you money work?] 
- When do you need it? 
 
By having the right plan, you can put a purpose to your paycheck. 
 
You wouldn't wing a Thanksgiving dinner. 
 
Neither should you with your finances.

Happy Thanksgiving!

You have Chat GPT for find your answers.
You have Perplexity to find your answers.
You have Gemini to find you answers. 

Yet, you haven't made changes.

Or worse, left wondering what you need to change now. 

Things like:

- Set up automated investing systems
- Build a savings plan for your next home
- Make a debt payoff plan you can stick to
- Build a real equity plan (RSUs, ISOs, ESPPs)
- Create a tax plan for bonuses and RSU vests
- Build a simple spending plan that actually works
- Optimize your account order (taxable, 401k, Roth, HSA)
- Review insurance needs without selling you insurance
- Optimize self-employed taxes and retirement plans
- Run long-term projections for major decisions
- Turn vague financial goals into real numbers
- Review your full financial picture for gaps
- Set up a smart charitable giving strategy
- Create an early retirement roadmap

In other, words you haven't taken action... yet.

We're entering an interesting era of paralysis by analysis. 

We're getting more well informed about our finances thanks to AI.

But the lack of action continues to remain with humans. 

Let's make 2026 our goal to it implement together.

It takes a human to know a human after all.

When you need help, DM me.

I've fallen off the wagon a bit on LinkedIn.

Less time on here. Less engaging.

Ironically, my impressions have never been better.

But the truth is that I need time to cool down a bit. 

Some people love to flex how often they show up on here or how much they engage. 

When you are a solo business owner, your time just needs to be recharged. 

It's just my simple way of not making my way to a burnout. 

Regardless, I can't wait to go back on full go in a couple of weeks. 

I've never been more optimistic about what LinkedIn can provide in 2026 and beyond. 

Let's keep it going folks!

SpaceX is rumored to IPO at a $1.5 trillion valuation.

While great for employees, it could also be a tax nightmare. 

Take Timmy, for example.

He got 10,000 ISOs back when the company was tiny.

Strike price? 10 cents a share.

Meaning he could buy everything for just $1,000
(10,000 × $0.10)

Fast forward.

SpaceX becomes one of the most valuable private companies in the world.
The latest 409A valuation hits $200/share.

So on paper?

Timmy’s options are worth $2 million.
($200 × 10,000)

He hasn’t exercised yet.

Then, like many employees do, he accepts another job.

And suddenly, the countdown starts.

Most companies give you 90 days after leaving to exercise ISOs before they turn into NSOs.

So Timmy rushes.

He exercises everything in December 2025.

Pays the $1,000 strike price.
No regular tax due at exercise.
He now owns the shares.

Feels amazing.

Until tax season.

Timmy discovers he owes over $500,000 in AMT.

Because AMT treats the bargain he got:

($200 FMV – $0.10 strike) × 10,000 = $1.999 million as income for AMT purposes.

Here’s where SpaceX employees could run into the same problem:

Even if SpaceX IPOs in 2026?

You still can’t sell right away.

Because:

- Newly public companies have insider lockup/blackout periods
- Employees often can’t sell for 6 months or more after IPO
- Pre-IPO shares may have transfer restrictions
- Early investors usually get liquidity before employees

So imagine Timmy:

- He exercised in December to beat termination deadlines.
- He triggered a huge AMT bill on paper gains.
- The IPO happens in 2026, great!
- But he’s still locked up and cannot sell.

Meaning:

The AMT bill is due in April 2026

The shares still aren’t liquid.

He might not be able to sell until late 2026 or even 2027.

This turns from a dream to a nightmare.

This exact sequence has happened before at other rocket-ship startups.

Let’s pause:

Timmy is not a real person.
(This is a hypothetical scenario after all)

But problems like this?
Not made up either.

And it’s preventable.

Here’s what Timmy could have done:

- Run an AMT forecast before exercising
- Exercise earlier when the valuation was far lower
- Exercise gradually instead of all at once
- Plan for liquidity timing around IPO + blackout periods
- Keep cash on hand for any AMT exposure
- Or choose not to exercise at all

And one more nuance:

Even if you owe AMT, you may recover some through the AMT credit, but only if the stock eventually sells for a gain.

If the price drops before he can sell?

The AMT is gone forever.

That’s why ISO planning matters.

Equity can be life-changing.

Or financially devastating.

The difference isn’t the IPO.

It’s the strategy leading up to it.

So if you’re at SpaceX, or any pre-IPO company, run the numbers before exercising.

Don’t end up like Timmy.

Dear LinkedIn,

Show everyone's impression count. 

Sincerely, 
Literally Everyone

64% of adults fear outliving their money more than death.

But most haven't heard the 4% Rule. Here's how it works:

It was a rule created to help retirees determine the amount they can take out.

It was intended to give people a guideline on what to aim for. 

The rule is pretty straightforward. 

In the first year, take out 4% of the portfolio. 

Then adjust that dollar amount for inflation annually after. 

It was originally tested with a couple of parameters:

- For a 65 year old (25-30 year retirement)
- Allocation with 50% stocks / 50% bonds
- Tested in a worst-case scenario

Using historical data, the rule was determined to give retirees a safe number to stick with. 

Is it completely flawless?

Not entirely. 

Many things can have an impact like:

- Inflation
- Economy moving forward
- Your unexpected variables to your situation

This is why the 4% rule is more of a reference than a final say. 

But it is a great guideline for a quick calculation to see your number. 

In reality, you will need a financial planner to help you out here. 

You need to evaluate variables such as:

- The timing of your retirement
- How long your retirement will be
- How your portfolio will be allocated 
- What other sources of income do you have
- What is the economy in your first year 
- What other goals will impact it
- And much, much more

When you need a quick number, you can use this freely.

But when you need the answer to work for you?

Seek a consultation from a financial planner. 

We're here to help when you're ready!


And if you want to see more helpful visuals like this, check out the newsletter with more details behind how they can help you.

Check it out here:

https://lnkd.in/gJC9mTQH

If you sell your RSUs, this one mistake can cost you thousands.

Before you sell, always check your cost basis. For example:

You receive company stock at vest
→ Share price at vest: $40

Later, you sell
→ Share price at sale: $100

What should happen:

Cost basis = $40
Sale price = $100
Taxable gain = $60

But what I’ve seen happen way too often:

Cost basis shows $0

So the IRS thinks:

Sale price = $100
Taxable gain = $100

That means:

You’re paying taxes on gains you never actually made

Higher capital gains = Higher tax bill!

The good news:

This is usually a reporting issue.

It can often be corrected before (or even after) the sale.

But only if you catch it.

Before selling any RSUs, ESPP, or stock awards:

- Check the cost basis
- Confirm it matches the vest price
- Fix errors before you hit sell

Because paying extra taxes for no reason is a mistake you don’t need to make.

Educational only. Not tax advice.

Jason Vana

Marketing Director

Attract the RIGHT customers to your business | Brand & content strategist | Founder at SHFT | Known as #sassyjason

Struggling to attract the right clients?

You have a brand strategy issue.

Attracting the right people requires understanding why they should buy from YOU, when there are 1000’s of other options easily accessible through Google.

In order to attract, convert, and retain the right clients, you need to:

- Know what makes your business unique
- Communicate what makes your business unique
- Create an experience that shows what makes your business unique

It’s all about highlighting your uniqueness.

That’s where my agency steps in.

Through collaborative workshops, research, strategy, and design, we will help you uncover, communicate, and build an experience around your uniqueness.

Working with us typically looks like:

- industry, competitor, and customer research
- brand and marketing workshops 
- brand and marketing strategies
- design (logos, websites, marketing materials)

It culminates in an Onlyness Action Plan — your 1 year, step-by-step brand and marketing to-do list.

All so you become the ONLY choice for your ideal customers.

And make a lot more money.

Want to learn more?

Send me a message.
Or book a call at shft.agency/discovery

Founder & CEO

We transform B2B service companies into the ONLY choice for their ideal customers. Our clients see a 20%+ increase in revenue with our brand and content strategies. 

Here's how we help:

◼️ Brand Strategy (customers, uniqueness, messaging, touchpoints, story)
◼️ Brand Design (logos, colors, fonts, collateral)
◼️ Content Strategy (demand gen, content creation)
◼️ LinkedIn (strategy, content, profile audits)

Interested in learning more? DM me or book a discovery call below.

Most personal branding "experts" are an absolute joke.

→ just be yourself
→ just be authentic
→ just post on LinkedIn
→ just create more content
→ your personality makes you different

👆🏼 Any real brander knows that advice is sh*t.

Yes, you have to be authentic.
Yes, you have to create content.
Yes, you need a personality.

BUT 👏🏼 THAT 👏🏼 SH*T 👏🏼 DOESN'T 👏🏼 MAKE 👏🏼 A 👏🏼 BRAND 👏🏼

Here's what actually builds a brand:

1. create a unique strategy
2. create a unique value
3. create a unique position
4. create a unique perspective
5. create a unique offer
6. create a unique identity
7. create a unique experience

In that order.

Personality, content, and being yourself are steps 6 and 7.

And if you don't have steps 1-5 in place...
Steps 6 and 7 won't make you money.

So before you start working with that personal branding "expert"...

Ask them a simple question:

How much money have your clients actually made?

If it's not at least 2x what you make...
RUN.

They're selling you sh*t.
Not a brand.

#SassyJason out.

✌🏼

#shftyourbrand

——
PS - Grab my All-in-One Strategy Bundle. 12 strategy resources for only $199. https://lnkd.in/epNdCFR7

Become the ONLY choice. I build b2b service brands that stand out + drive revenue. Founder/CEO at Shft.Agency. Known as #SassyJason

Dear LinkedIn,

Please fix your sh*t.

Signed,

Every Creator Not Using a Pod Or Paying for Engagement

shftagency

fusion-tech-integrated-inc

ignite-student-ministries-inc.

LinkedIn

LinkedIn: Log In or Sign Up

LinkedIn Login, Sign in | LinkedIn

Talks about #content, #branding, #marketing, #brandstrategy, and #contentstrategy

Creating a new category is a balancing act.

Most founders try to be way too different.

→ Optimization specialist
→ Organizationalist
→ Business tidier
→ Life creator

(all categories I've heard from prospects)

None of them makes sense.

Because there is no point of reference to understand what they are.

And no one in their right mind is searching for a Business Tidier 

🙄

Creating a new category requires:

→ Familiar enough to understand
→ Different enough to stand out

Take Edge Cleaning Service in Washington.

They created a brilliant category.

House Detailers.

→ Clear on what they offer (house cleaning)
→ Understandable (we all know what detailing is)
→ Aligns with how people search (detailing is synonymous with deep cleaning)

They took two existing categories (house cleaning and car detailing)...
Smashed them together (house detailing)...
To stand out in the market.

And that's the key to category creation.

Familiar enough to be searched for.
Different enough to stand out.

Find that balance.

Or that "new" category you created will confuse the hell out of people.

And confused people NEVER buy.

✌🏼

#shftyoubrand

Confession: I hate most of the large accounts on LinkedIn.

Fluffy, stolen, regurgitated nonsense that helps no one.

That's why I only engage with smaller creators.

Those who actually help my business.
Those who teach me something valuable.
Those who have a personality beyond "look how vulnerable I am."

They are the creators who are doing LinkedIn right.

I follow 100s of small creators.

Here are the top 11 you should follow as well:

Alex B Sheridan → video creation that drives revenue

Morgan J Ingram → outbound and Sales Nav genius

Sara Stella Lattanzio → best damn marketer I know

Patrick Cumming → LinkedIn ads savant

Phillip Oakley → a brilliant strategist and positioning genius

Stephen Houraghan → a brand strategist I've learned from

Jacob Pegs → amazing content creator I've been learning from

Irit Levi → process, automation, and operations genius

Mina Mesbahi → one of the best content strategists I know

Katelyn Bourgoin 🧠 → buyer psychology + content strategist = amazing

Richard Moore → the master at closing sales

There are 100s more I could add to this list.

(Please don't cry if you aren't on this list. I still love you)

But these are the creators I recommend to my clients. 

Because I learn from them.

And that, my friend, is what your content should do.

Entertain, but more importantly, EDUCATE your ideal customers. 

So they trust you.
Adopt your POV.
And hire you.

Give all eleven a follow.
And tell them #SassyJason sent you.

You can talk about how great I am for introducing you. 

✌🏼

#shftyourbrand

-----
PS - I'm out today and this week, celebrating Thanksgiving with my family.

PPS - grab all 12 of my paid resources + a $500 discount on a 90-min consultation with my Black Friday All-in-One Bundle → https://lnkd.in/e4YSrcGG

(7) Post | Feed | LinkedIn

My least favorite part of building a brand strategy:

Purpose. Vision. Mission. Values.

Fluffy garbage. 🤮

Case in point.

In 2023, I rebuilt how we create brand strategies at Shft.

My goal: make them lean enough to drive revenue fast.

So I did what most brand strategists wouldn’t dare.

I cut purpose, vision, mission, and values.
(You can pay me extra if you really want them.)

At first, I thought clients would freak out.

They didn’t.

We built strategies 3x faster.
Revision rounds dropped.
Clients made more money faster.

No one cared about what was “missing.”

Because their brand was doing what every brand should do:

MAKING 👏🏼 MORE 👏🏼 MONEY 👏🏼 

Sure, purpose, mission, vision, and values have their place.
But they don't pay the bills.

You can spend months perfecting your mission statement and make $0 from it.

Or you can build a brand strategy that actually makes you money.

Choose wisely.

✌🏼

#shftyoubrand

Fluffluencers have it hard.

Imagine preaching authenticity for years:

- building your brand on it
- staking your reputation on it
- creating courses to teach it
- sharing sob stories to show it
- going on podcasts to advocate it
- paying to feature yourself on Forbes about it

Only to drop it and preach AI content creation.

That would give anyone whiplash.

So, this month, let's check in with the fluffluencers.

Make sure they're doing okay.
And aren't suffering from concussions.

You know, from selling out their 'beliefs' for the next shiny object.

🙄

Seriously, creating content with AI is as far from authentic as you can be.

If you want to use it, no shame in that game.

But stop saying you're being authentic.

When you're literally letting a machine write and tell stories for you.

Like a damn fluffluencer.

✌🏼

#shftyourbrand

The only organic metric I care about on LinkedIn:

Saves.

Reach can be hacked. 
Comments can be written by AI.
Reactions can be driven from a pod.

Saves are the only metric that accurately shows the quality of your content.

Think about it.

No one is going to save sh*tty content.
Or content that doesn't help them.
Or content that isn't relevant.
Or content with selfies.

We only save content that solves a problem.
And that resonates with what we want to build.

And THAT'S the content that drives sales. 

(at least, that's why my clients say)

Want to get more saves on your content?

Try this ↓

1. Know your ideal customers
Determine who is most likely to buy from you.
Get as specific as possible.

2. Know the problems your clients face
Talk to them. Ask them questions. 
Follow up with "why does that matter?"

3. Solve those problems in content
Give them frameworks, tips, and advice.
The more practical, the better.

4. Push a next step
Tell them where to get more help.
A product, call, email → don't leave them hanging.

Practical content gets saved.

The more of your content they save, the more trust you build.
The more trust you build, the closer they are to buying from you.

And that, boo, is the goal.

Create content that gets saved.

You'll build trust and make more money that way. 

✌🏼

#shftyourbrand

-----
PS. Get the full breakdown in tomorrow's Brand Shft email. Subscribe here → https://lnkd.in/eX_VpwT7

Feeling stuck sucks.

But it's not the final word.

All you need is a bit of clarity.

A vision.
A decision.
A roadmap.
A fresh idea.

Something that sparks life back in you.

I see this with every 1:1 client I've worked with.

They launched their business with a lot of excitement.

But the years wore them down.

- tactics that didn't work
- offers no one wanted
- content that fell flat

No matter what they did, they couldn't grow.

You know what finally worked?

Achieving clarity on three simple decisions.

- What makes you unique
- Who do you want to serve
- How will you attract them

I've driven $70M+ in new revenue for clients, and I can tell you this:

Nothing will work until you make those three decisions.

No new marketing campaign.
No LinkedIn hook.
No DM script.
No rebrand.

Make those three decisions.
And watch everything fall into place.

If you're ready to get clarity on your business, all of my resources are on sale for Black Friday.

→ Strategic Goals Toolkit
→ Uncover Your Differentiation Workshop & Miro Template
→ Assumption Reversal Exercise
→ Ideal Customer Playbook
→ Onlyness Strategy Template
→ Paid Discovery Offer Blueprint
→ Brand One-Liner Templates
→ LinkedIn Just Get Started Guide
→ The $700k+ LinkedIn DM Templates
→ Sales Staircase
→ One-Liner Roaster GPT
→ Niche Channel AI Prompt

Plus, a $500 discount on a 90-min consultation.

That covers everything from setting goals to marketing.

Separately, they cost $1,242.

Get the All-in-One Black Friday Special for only $199.

Check it out: https://lnkd.in/e4YSrcGG

These are the exact exercises, templates, and frameworks I have used to position 145+ B2B brands as the only choice.

And drive over $70M in new revenue.

Tactics won't get you unstuck.

Clarity will.

✌🏼

#shftyourbrand

I have a confession to make:

My Black Friday all-in-one bundle was a flop.

I put all 10 of my digital products + 2 of my GPTs into one bundle...
Gave people a $500 discount on a 1:1 consultation...
Packaged them together (separately $1,242)...

And sold it for $199.

I was expecting to make 50 sales.

Which wasn't a crazy goal.

I sold over 200 of my LinkedIn Just Get Started Guides (included in the bundle).

50 was a very conservative goal.
But I only sold 10. 

And I know why:

I didn't market it well. 

- 1 email announcing it
- 1 LinkedIn post about it
- 2 IG stories that were afterthoughts
- No reminder emails

And the worst part:

- I wasn't even actively engaging on LinkedIn when that post launched.

I was off spending time with family and expected my post to just take off.

I fell into the same mindset I tell my clients NEVER to have:

If I build it, they will come.

🤦🏻‍♂️

Look, you can have the best offer ever.

I mean, $199 to get everything you need to:

- set business goals
- uncover your differentiation
- know your ideal customers and how they buy
- create your brand strategy
- build an offer
- create a paid discovery offer
- create a sales staircase so you don't have to sell
- write your brand messaging
- roast your brand message and get improvements (GPT)
- find niche marketing channels
- build a profitable LinkedIn presence
- send DMs on LinkedIn that generate revenue

It's everything I do for my clients..,
and charge a minimum of $18K for...

For $199.

That's a killer offer.

But without good marketing, even killer offers flop.

Remember that. 

You need marketing to sell your offer.

Anyone who says otherwise is a damn fool.

✌🏼

#shftyourbrand

-----
PS - I'm extending the Black Friday sale until this Saturday. Grab your copy here → https://lnkd.in/epNdCFR7

Stop creating strategies you never use.

You don't need another brilliant plan to save your business.

Beautiful slides.
Detailed timelines.
Comprehensive analysis.

All for it to collect dust while you focus on doing whatever feels urgent.

🤦🏻‍♂️

Here's what to do instead:

Build a strategy you WANT to implement:

1. Start Small
Pick ONE thing to focus on for the next 30 days. 

2. Make It Measurable
If you can't track it, you won't do it. Set clear metrics that matter.

3. Schedule It
Block time in your calendar. Treat strategy execution like client work.

4. Review Weekly
Every Friday, ask: "Did I move the needle on my strategy this week?"

5. Adjust Fast
If something isn't working after two weeks, pivot. Don't wait months.

The goal isn't to create the perfect strategy.

(It doesn't exist, boo)

It's to create a strategy you'll actually execute.

Because a mediocre strategy you implement beats a brilliant strategy you ignore.

EVERY 👏🏼 SINGLE 👏🏼 TIME 👏🏼 

Stop planning your way to success.
Start executing your way there.

Your future self will thank you.

✌🏼

#shftyourbrand

If I had to rebuild my business from scratch...

Here's exactly how I'd do it ↓

1. Get crystal clear on what you want to build.

I changed my mind every other month — solopreneur, massive agency, fractional CMO.

Because I looked at what everyone else was doing and thought:

THAT'S what success looks like. 

🤮

Define what you want to build.

Set goals for your time, focus, and team size.

Building is much easier when you do.

2. Know your ideal customers.

You need to know them inside and out.

Who they are, what they love, what they struggle with, how they buy, who they trust, what motivates them to buy.

Every post, every offer, every DM should speak to THEM.

3. Create an offer staircase.

Having 10 different offers means you're known for nothing.

Pick one main offer and break it into steps:

- Freebie lead magnet
- Paid digital product
- Paid discovery offer
- Low-tier version (done by you)
- Mid-tier version (done with you)
- High-tier version (done for you)

ONE offer. 
Different levels of access.

4. Pick 3 platforms and post regularly.

Educate and entertain your ideal customers where they are.

Make it a mix of:
- Social (LinkedIn, IG, TikTok)
- Email (launch an email newsletter, boo)
- SEO (YouTube or blog posts)

Those three cover the basis of the buying journey.
And guarantee you show up where and when they are looking.

4 steps.
Years of frustration avoided.

If you want to build smarter, all of my resources are on sale for Black Friday.

It's everything you need to implement those 4 steps yourself.

Separately, they cost $1,242.
Get the All-in-One Black Friday Special for only $199.

Check it out: https://lnkd.in/epNdCFR7

These are the exact exercises, templates, and frameworks I have used to position 145+ B2B brands as the only choice. 

And drive over $70M in new revenue.

All by implementing four simple steps.

✌🏼

#shftyourbrand

My email signup form has 5 fields.

Most marketing "experts" say that's way too much.

They say I'm losing potential subscribers because I'm asking too much up front.

That best practice is just asking for an email.

More conversions that way.

Newsflash:

If you can't fill out 5 fields, I don't want you as a subscriber.

💁🏻‍♂️

You're clearly too damn lazy.
Don't really care about growing your business.
And it's a sign you won't implement the advice I give you anyway.

I don't want lazy ass, incompetent, freebie seekers on my list.

They don't buy.
They don't implement.
They don't follow advice.

And a year later, they're complaining that their business hasn't grown.

Those aren't the people I want to work with.

Look, best practices have their place.

But you better know:

- who you're trying to attract
- what you're trying to build
- the experience you're trying to create

Because not every best practice is the RIGHT practice for you.

Like having only 1 field for an email newsletter.

Best practice? Sure.
Best practice for Shft? Not at all.

Because if filling out 5 fields is too much for you...
...building a profitable business is WAY beyond you.

And I don't want to waste my time teaching you.

#SassyJason out.

✌🏼

#shftyourbrand

Your brand should come through your content. 

So much so that people feel it in every post.

Take my personal brand.

I set out to create a brand that was:

- Sassy
- Direct
- Strategic
- Rebellious
- Brutally Honest

I even label myself the Sassy Strategist.

Guess how Favikon described my brand:

- Sassy
- Direct
- Strategic
- Rebellious
- Brutally Honest

And labeled me the Sassy Strategist.

THAT 👏🏼 WASN'T 👏🏼 BY 👏🏼 ACCIDENT 👏🏼 OR 👏🏼 COINCIDENCE 👏🏼 

I chose how I wanted to be seen.
The feeling I would leave people with.

And then built that feeling...
...with every single post...
...every comment...
...every DM...
...every call...
...every email...
...every interaction you have with me.

THAT'S what authenticity looks like.

Not some vulnerable sob story about how you lived in your car.

But by being the same, no matter how people interact with you.

If your content doesn't help us describe you...
...even if it's 100% practical content...
...and not one single sob story...

You don't have a brand.

At least, not one that's working.

Let's fix that. 

I have 2 openings left for an Onlyness Call this month.

It's the perfect way to start 2026 with the right brand.

Book yours here → https://lnkd.in/eRuu6S3j 

Use discount code BYE2025 to save $400.

Cause #SassyJason is ready for this sucky-ass year to end.

✌🏼

#shftyourbrand

Sassy Jason Favikon Rewind

Most strategies don't drive revenue.

Here's how to test if yours actually does:

Revenue is the only metric that matters for business survival.

Yet most strategies focus on vanity metrics, awareness, and how nice it looks.

None of that pays the bills.

Here are 7 ways I test if a strategy actually drives revenue:

→ Review client retention and expansion rates
→ Calculate customer lifetime value changes
→ Measure conversion rates at every stage
→ Monitor average deal size improvements
→ Analyze sales cycle length reduction
→ Track lead quality, not just quantity
→ Test pricing strategy effectiveness

If your strategy isn't moving these numbers, it's not working.

Businesses spend months on positioning and market research without connecting it to actual revenue outcomes.

That's not a strategy.
It's expensive procrastination.

Real strategy creates a direct line from your positioning to your profit.

The only question that matters:

"Will this help us close more deals, faster, at higher prices?"

If the answer isn't a resounding YES, you're not being strategic.

You're procrastinating.

Test your strategy against revenue.

Not engagement rates.
Not brand awareness surveys.
Not how pretty your website looks.

Revenue.

Because that's what keeps you in business.

Everything else is just noise.

✌🏼

#shftyourbrand

I've run 275+ strategy workshops. 

Here are the 4 pitfalls even experienced marketers stumble into.

Pitfall 1: Starting with tactics

They jump straight to "we need better content" or "let's run ads."

Without understanding:

- WHO they're targeting
- WHY those people should care
- HOW they'll stand out in the market

Strategy first. Tactics second.

Pitfall 2: Making assumptions about their market

"We know our customers want X."

Do you?
Or are you guessing?

I've seen companies spend months building features nobody asked for.

Because they assumed instead of asking.

Pitfall 3: Trying to be everything to everyone

"Our solution works for small businesses AND enterprises."

RIIIGGGGHHHTTTT....

And that's exactly why you're struggling to stand out.

Pick a lane.
Own it completely.

Pitfall 4: Skipping the competitive analysis

"We don't have competitors."

Yes, you do.

Even if it's the status quo or simply doing nothing.

Understanding what you're up against shapes everything.

Just look at the data ↓

Companies that skip strategy spend 3x longer getting to market.

They pivot constantly because they never had a clear direction.

But companies with a solid strategy?

They move fast.
They stand out.
They win.

You can keep guessing your way to success.

OR you can build a strategy that actually works.

One gets you results.

The other?

That's just expensive trial and error.

✌🏼

#shftyourbrand

"Should we launch this new initiative?"

☝🏼 I get asked that question a lot.

Most founders see an opportunity and immediately think:

- competitive advantage
- resource allocation
- revenue potential
- growth targets
- market timing

All important considerations.

But launching without asking the right questions is costly.

At its core, a strategic initiative is an investment.

One that should deliver:

→ measurable results
→ for the right reasons
→ that align with your business

Before you pull the trigger, ask these 7 questions 👇🏼

1. Does this align with our core strategy?
If it doesn't support your main objectives, it's a distraction.

2. Do we have the right resources?
People, budget, and time. All three are non-negotiable.

3. What's the real opportunity cost?
What are you NOT able to do because of this initiative?

4. How will we measure success?
Vague goals lead to vague results.

5. What could go wrong?
Plan for failure scenarios before they happen.

6. Do our customers actually want this?
Your assumptions aren't market validation. Ask them!

7. Can we execute this well?
Mediocre execution kills great ideas.

☝🏼 These are the bare minimum questions you should answer.

Because they'll save you from expensive mistakes.
And help you focus on initiatives that actually matter.

Start with these essentials.

You'll gain far more clarity about what's worth pursuing.

Which, in turn, means better...

RESULTS.

If you're into that sort of thing, that is.

✌🏼

#shftyourbrand

Strategy is nothing without design. 
And design is nothing without strategy.

The two go hand-in-hand.

Most founders skip strategy and go straight to design.

- new logo
- new fonts
- new colors
- new website

As if those alone will save their business.

🤦🏻‍♂️

Others focus on strategy and skip design.

- uniqueness
- positioning
- messaging
- offer

As if being unique doesn't require a unique look.

🤦🏻‍♂️

Let me clear it up for you.

YOU 👏🏼NEED 👏🏼STRATEGY 👏🏼AND 👏🏼DESIGN 👏🏼

- if you want compounding results
- if you want a website that converts
- if you want to attract ideal customers
- if you want people to remember your brand

The two play off each other.
And bring in compounding results.

So, if you just want a pretty look...
Or if you just want a new message...

Choose design OR strategy.

But if you want a brand that makes you stand out...
One that attracts your ideal customers...
And gets them to choose YOU...

You need strategy AND design.

Or, you know, keep making it harder to generate more revenue.

That's cool too, I guess.

✌🏼

#shftyourbrand

I rarely discount my products and services.

It's just not the game I want to play. 

But this year, I started launching more digital products.

Frameworks, templates, and GPTs that I've used to generate 6-7 figures of new revenue for my clients.

I had 1 paid resource before 2025.

I now have 10.
And a few freebies that will become paid products next year.

I'm discounting them all.

That's right, #SassyJason is running a Black Friday deal on my All-in-One Bundle.

Here's what you get:

→ Strategic Goals Toolkit
→ Uncover Your Differentiation Workshop & Miro Template
→ Assumption Reversal Exercise
→ Ideal Customer Playbook
→ Onlyness Strategy Template
→ Paid Discovery Offer Blueprint
→ Brand One-Liner Templates
→ LinkedIn Just Get Started Guide
→ The $700k+ LinkedIn DM Templates
→ Sales Staircase
→ One-Liner Roaster GPT
→ Niche Channel AI Prompt

Plus, a $500 discount on my 90-min Onlyness Call consultation good until March 31.

Purchased separately, these resources cost $1,242.

But you can get the All-in-One Bundle for $199.

That's a savings of $1,043.

(Yes, I have gone insane 🤪)

Grab your bundle today → https://lnkd.in/epNdCFR7

That price expires on Tuesday, December 2. 

Don't say I didn't warn you.

✌🏼

#shftyourbrand

------
PS - I'm out today spending time with Mama Vana, Brother Vana, and Niece Vana, so I likely won't be replying.

December means one thing:

It's time to audit your brand.

Most founders never revisit their brand once it’s live.

No evals. No reflection. No updates.
Just hope it still lands — even though the market has moved.

If it’s been a year since your last brand check, start here:

1. Analyze competitors
Drop yours and their websites into SEMrush.
See if you're winning attention. 

2. Pressure test your positioning
Still the only?
Run your unique angle through the Can’t/Won’t test.

3. Talk to real customers
Interview 3–5. Ask about their problems and why they bought from you.
Update your ICP based on their words.

4. Audit the experience
From first click to offboarding — what’s clunky and what's seamless?
Find and fix any friction.

5. Make it actionable
Prioritize the shifts.
Assign owners. Set deadlines.

Want a sharper outside perspective?

Let me roast your brand.
And give you a checklist of what to improve.

I'm only taking on 4 brand audits until Christmas.

Book yours here → https://lnkd.in/eabzMSpq

Don’t wing it like the rest.

Audit now, so 2026 isn’t guesswork — it’s growth.

✌🏼

#shftyourbrand

How to Audit Your Brand | Shft Agency

Happy Thanksgiving from the Vana family.

Including my sassy niece.

The only one who can out-sassy #SassyJason.

Excuse me while I go torment her a bit.

Like all good uncles do.

✌🏼

#shftyourbrand

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taplio

The Battle

Max Pashman, CFP®

Jason Vana

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Max Pashman, CFP®'s LinkedIn Performance

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