The Book · By Jacob Baadsgaard
Bridge the Trust Gap with your CEO and build a business you're both proud of. The framework built over 14 years, 2,000+ engagements, and one hard admission — for every marketer who's tired of being one bad quarter from the door.
Also available for teams — bulk orders for your whole department
You smile. You nod. You say "we'll make it happen."
Then you go back to your desk and try to read your CEO's mind. The work comes back wrong, the results stall, and neither of you can say why. You're working late, working weekends, one bad quarter from the door. And in the age of AI, execution alone makes you replaceable for less than 1% of your salary. This is what it feels like to be a dispensable marketer — and this book is the way out.
VSET — the framework that takes you from dispensable to indispensable, and gives you:
A destination your CEO signs, so the goalposts stop moving.
A map the math defends and the CEO can't argue with.
A weekly scorecard that proves the vehicle is running, so leadership stops grabbing the wheel.
A crew with real ownership, so you stop being the bottleneck the whole team waits on.
The gap between CEO and marketer is human. Tactics change. The pattern doesn't. Neither does the way through it.
This book exists because a CEO finally admitted the problem was him — and a marketer stayed long enough to solve it with him.
The author · The CEO's side
Founder and CEO of Disruptive Advertising, bootstrapped to more than $150 million in lifetime revenue. Jacob burned through five marketing leaders in eight years before admitting the problem wasn't them — it was him. He calls it the Trust Gap, and he's watched it play out in thousands of companies.
The co-voice · The marketer's side
The sixth marketer — the one who stayed. Together, Jacob and Chad built what's in these pages: the transformation from mercenary to steward, lived before it was written. Chad's journey from executing blind to owning the vision, the math, and the room is the story at the heart of the book.
Every chapter connects to free companion resources — and a path as deep as your ambition.
The free assessment: eighteen questions, two minutes, and the truth about how dispensable you are today.
Get your free scoreThe course, the cohort, and the partnership pick up where the last page leaves off.
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