the person
About
I'm Nef. I build businesses, I'm curious about people, and I've gotten comfortable publishing before I have things figured out.
Where I came from
I got pulled into technology early because it was the thing that made other things possible — build it once, and it keeps working while you sleep. Marketing grabbed me for the same reason: it's the machine that meets people where they are, and you can tell, by the numbers, whether it's telling the truth.
I spent my early career doing VoIP consulting in Boston — phone systems for businesses, which meant hundreds of first conversations with owners who didn't know me. That's where I learned to sell, and where I picked up the habit I'm currently running an experiment to unwind.
These days I'm in San Diego, where "Finest City" is a local punchline I named a plumbing business after.
What I do
I run Radical Red Rocket, a small marketing and automation studio — websites, analytics, SEO, AI workflows, chatbots. I teach the same material on YouTube, mostly Typebot and OpenAI, because explaining a thing is the fastest way to find out I don't understand it.
Why this site exists
I noticed I learn things when I do them and distort them when I perform having learned them. So this site is built the other way: an idea becomes an experiment, the experiment produces observations, and the observations become writing. "I don't know yet" is allowed here — it's kind of the point.
The one rule I hold myself to: the site documents the life. The life doesn't exist to feed the site. When in doubt, I'd rather make the call than polish the page about making calls.
Professionally
10+ years in digital marketing — automation, websites, analytics, SEO, AI workflows, and growth. If you want the commercial version, that lives at Radical Red Rocket; this site stays personal on purpose.