He needed a way of taking control of his message, and changing the conversation about himself in a substantive, consistent way.
At the start of our second season working with him, we launched his blog. The impact was immediate, and tremendous.
In addition to being a championship caliber racer, Brad has a knack for storytelling, and a very strong sense of the people who comprise his audience. He knows what their interests are, and was eager to interact with his followers about the subjects he covered.
The topics of his blog entries were wide-ranging, but always thought-provoking.