Press Release
Why Most Small Businesses Don’t Need a Big Agency; And What They Actually Need Instead
Austin, TX, 12th July 2025, ZEX PR WIRE, Small businesses often feel pressure to hire large marketing agencies in order to be taken seriously in a competitive marketplace. But according to Joseph Dessens, a seasoned marketing strategist and founder of the boutique consultancy Dessens & Co., that assumption is doing more harm than good.
Joseph Dessens, known in the business community as Joe Dessens, believes the real solution for small business success lies in personalized strategy, not big agency polish. Based in Houston, Texas, Joe has spent over 15 years helping emerging and mid-sized businesses develop brand strategies that reflect who they are, what they do, and how they can grow sustainably.
“Small businesses don’t need a million-dollar campaign to succeed,” says Joe Dessens. “They need clarity, consistency, and a partner who understands how to build with them, not just for them.”
Big Agencies Aren’t Built for Small Business Realities
While larger firms might offer global resources and high-end presentations, Joe argues that those features often come at the cost of flexibility, client focus, and relevance. According to him, most growing businesses don’t have the time, money, or structure to benefit from large-scale agency processes. What they really need is strategic support tailored to their specific stage of growth.
Large agencies are often optimized for large clients. Their processes and overhead are structured to serve big teams with long timelines and expansive budgets. When small businesses enter those ecosystems, they are frequently relegated to lower-tier attention or prepackaged solutions. The result is predictable: underwhelming campaigns, minimal communication, and limited ROI.
A Boutique Model That Focuses on Practical Results
In contrast, Dessens & Co. offers something different. As a boutique consultancy led directly by Joseph Dessens Houston, Texas, the firm focuses on delivering practical, high-impact marketing strategies grounded in research, relevance, and clear execution. Every client works directly with Joe, gaining immediate access to his strategic insights, creative direction, and hands-on project leadership.
“We don’t just hand clients a plan and walk away,” says Joe. “We build relationships, track performance, and make adjustments in real time. That kind of involvement simply doesn’t happen in most big agency setups.”
Client Success Stories Back the Approach
Dessens & Co. serves a range of industries, including technology, healthcare, retail, and professional services. Their work includes everything from full rebrands and website launches to campaign development, content strategy, and customer journey optimization. What remains consistent is the consultancy’s focus on making marketing work for each unique business, not just fitting them into a mold.
One example of this approach came when a Houston-based health services startup approached Dessens & Co. after disappointing results from a larger marketing vendor. The company had spent more than $60,000 on an agency campaign that failed to generate meaningful leads. Within four months of working with Joseph Dessens, the startup saw a 300 percent increase in engagement and a noticeable improvement in brand perception across its target demographic.
Another client, a regional home goods brand, had been struggling with mixed messaging and inconsistent customer acquisition. Dessens & Co. helped the business refine its positioning, create an audience-focused content strategy, and optimize its email marketing program. As a result, the brand saw its online sales rise by over 40 percent within one quarter.
“We don’t rely on gimmicks or inflated promises,” Joseph explains. “We spend time understanding the business, the audience, and the environment. Then we create strategies that are as practical as they are powerful.”
Small Budgets Deserve Smarter Strategy
Joseph Dessens also challenges how small businesses think about marketing investment. According to him, the size of the budget is less important than the clarity behind how it’s used. A well-crafted five-thousand-dollar campaign that speaks directly to a company’s target audience will often perform better than a scattered fifty-thousand-dollar push built without clear positioning.
That’s where many big agencies fall short. Their pricing often reflects overhead and reputation more than outcome. Conversely, smaller firms like Dessens & Co. are designed to maximize budget efficiency, prioritizing high-impact work over vanity metrics or trend-chasing.
For Joe Dessens, the goal is to help small and mid-sized businesses gain the strategic edge they need to compete, without compromising their identity or draining their resources.
Relationships Matter More Than Retainers
Another major differentiator is the human connection. At Dessens & Co., clients aren’t just accounts. They’re long-term partners. Joe insists on regular strategy sessions, transparent communication, and a deep understanding of each client’s industry, market, and goals.
“It’s a relationship, not a transaction,” says Joe. “When you’re growing a business, you need someone in the trenches with you. Someone who cares as much about your success as you do.”
That kind of continuity is often lost in larger agencies, where departments are siloed and clients get passed from one team to another. For small businesses navigating uncertainty and limited resources, that lack of ownership can slow down progress when they need momentum the most.
A Voice for Small Business in Houston
Though Joseph Dessens works with clients across the country, he remains deeply committed to the Houston business community. He regularly mentors new entrepreneurs, contributes to local business panels, and hosts educational marketing workshops throughout the city.
He also recently launched “Marketing Made Simple: Houston Edition,” a live workshop series helping small business owners master foundational marketing skills. The program focuses on brand positioning, audience research, and strategy development, and is designed for companies that can’t afford full agency support but still need clear, reliable guidance.
“I want to demystify marketing,” says Joe Dessens. “Small businesses are the backbone of our economy. They deserve marketing support that’s transparent, personalized, and built around their reality.”
Building a Better Path Forward
Joseph Dessens believes that more small businesses would thrive if they had access to marketing that was truly aligned with their needs. That belief drives everything he builds at Dessens & Co., a firm that continues to prove strategy, creativity, and care are far more valuable than a big name on the invoice.
Whether launching a new venture or trying to recover from a failed campaign, businesses working with Joe Dessens are finding a path forward that feels less overwhelming, more strategic, and actually effective.
“What they need,” he says, “is a partner who understands where they are, where they want to go, and how to help them get there, step by step.”
About Joseph Dessens
Joseph Dessens is the founder of Dessens & Co., a boutique marketing consultancy based in Houston, Texas. With over 15 years of experience in brand development, strategy, and digital marketing, Joseph works with growth-stage businesses to build strong, scalable foundations. Known for his hands-on approach and practical insight, he is also an active mentor and advocate for small business development across the Houston region.
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
Frank Okunak Calls Out “Plausible Deniability” as a Hidden Risk in Modern Corporate Leadership
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Why Rationalizing Short-Term Decisions Undermines Trust, Governance, and Long-Term Value
New Jersey, US, 12th January 2026, ZEX PR WIRE, In a new leadership commentary, executive strategist Frank Okunak is challenging a widely accepted but rarely discussed practice inside many organizations: the use of plausible deniability to rationalize decisions that leaders know are ethically questionable, financially misleading, or strategically shortsighted.
According to Okunak, plausible deniability often emerges not through overt misconduct, but through quiet justification. “It shows up when executives tell themselves, ‘We’ll fix it next quarter,’ or ‘This lifts the bonus plan now and we’ll true it up later,’” he explains. “The problem is that intent matters just as much as mechanics.”
Drawing on decades of experience across finance, operations, and corporate governance, Okunak describes a pattern in which leaders knowingly take actions that distort performance in the short term while relying on future adjustments to offset the impact. Common examples include manipulating accruals to meet quarterly targets, signing representation letters while aware of aggressive accounting treatments, or parking intercompany balances on the balance sheet until results improve.
“These decisions are often technically defensible in isolation,” Okunak notes. “But when taken together, they represent a breakdown in accountability. Leaders may not say the words out loud, but they understand exactly what they are doing.”
Okunak also points to extraordinary events such as the COVID-19 pandemic as moments when plausible deniability becomes especially tempting. “Crisis creates cover,” he says. “It allows organizations to bundle legitimate write-offs with unrelated management mistakes, inefficiencies, or bad decisions, all under the umbrella of an external event. Over time, that erodes transparency and trust.”
At the center of Okunak’s critique is the gap between formal compliance and ethical responsibility. He argues that many executives hide behind process, delegation, or technical standards to avoid confronting the intent behind their decisions. “Signing a representation letter while knowing the numbers were engineered to hit a target is not a process failure,” he says. “It’s a leadership failure.”
Okunak emphasizes that plausible deniability is dangerous precisely because it feels reasonable at the moment. Bonuses, incentive plans, market expectations, and investor pressure all contribute to a culture where short-term outcomes are rewarded and long-term consequences are deferred.
“Organizations don’t lose credibility overnight,” Okunak explains. “They lose it one rationalized decision at a time.”
The commentary calls for a renewed focus on moral clarity in executive decision-making particularly in finance, accounting, and performance management. Okunak urges boards, audit committees, and senior leaders to look beyond technical compliance and ask harder questions about intent, timing, and transparency.
“Good governance isn’t just about whether something can be justified,” he says. “It’s about whether it should be done at all.”
Okunak believes that addressing plausible deniability head-on is essential for restoring trust in corporate leadership. Organizations that fail to confront these gray zones, he warns, risk not only reputational damage but long-term strategic fragility.
“Leadership is tested not when the numbers are easy,” Okunak concludes, “but when pressure tempts you to explain away what you already know is wrong.” I have made mistakes and bad decisions along the way but I find it funny or let’s just say hypocritical that so many Executives point fingers and call out others when three fingers are pointing back at them.
About Frank Okunak
Frank Okunak is an executive strategist with decades of experience in finance, operations, and organizational leadership. He advises companies and senior leaders on governance, accountability, and long-term value creation, with a focus on aligning strategy, ethics, and performance.
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
The Church of Scientology Welcomes 2026 With A Winter Community Festival
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- The Church of Scientology of Los Angeles held a Winter Community Event for East Hollywood families to welcome the New Year.
Los Angeles, California, 12th January 2026, ZEX PR WIRE, Rain forecast for the first week of the year was no stop for the Church of Scientology Los Angeles, who welcomed the New Year with a Winter Festival for the community held on January 1, featuring family-friendly activities and fun for children of all ages.

All activities were held indoors, allowing families to stay warm and cozy. There was no shortage of fun, with a sing-along concert, a bubble show, arts and crafts, face painting, and more.
Scientology founder L. Ron Hubbard wrote in his book The Way to Happiness: “Today’s children will become tomorrow’s civilization.”
Guided by this principle, the Church of Scientology Los Angeles creates family-friendly events throughout the year where the community can come together and children can enjoy a wide variety of activities in a safe space.
This festival marks the beginning of a new year, and families and members of the community are invited to attend future community events held throughout the year on L. Ron Hubbard Way.
In addition to special events, anyone curious to learn more about Scientology and the Church’s community assistance programs is welcome to visit at any time.
The Church of Scientology of Los Angeles was dedicated by Scientology ecclesiastical leader Mr. David Miscavige in 2010. It is designed to provide the ideal facilities for Scientologists on their ascent to higher states of spiritual freedom and to serve as a home for the entire community and a meeting ground of cooperative effort to uplift people of all denominations.
To learn more, visit the website of the Church of Scientology Los Angeles or watch Inside a Church of Scientology on the Scientology Network on DIRECTV channel 320, at Scientology.tv, through mobile apps, or via the Roku, Amazon Fire and Apple TV platforms.
© 2026 CSWUS. All Rights Reserved. Grateful acknowledgement is made to L. Ron Hubbard Library for permission to reproduce a selection from the copyrighted works of L. Ron Hubbard. SCIENTOLOGY is a trademark and service mark owned by Religious Technology Center and is used with its permission. SCIENTOLOGIST is a collective membership mark designating members of the affiliated Scientology churches and missions. Created in USA.
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
Ryan Weible of San Ramon Helps First-Time Buyers Navigate the Bay Area’s Competitive Real Estate Market
San Ramon, CA, 12th January 2026, ZEX PR WIRE, For many first-time buyers, purchasing a home in the Bay Area can feel out of reach. Tight inventory, fast-moving deals, and rising costs make the process overwhelming. Ryan Weible of San Ramon, a Partner at the Leah Tounger Realty Group, is helping clients break through those barriers with a clear, step-by-step approach grounded in preparation, communication, and local insight.
A Bay Area native with a background in education and the arts, Weible combines people-first values with real estate knowledge to serve buyers who need structure and support during high-stakes decisions. In just his first year in the industry, he closed 12 transactions and built a reputation for helping new buyers stay focused and informed throughout the homebuying process.
“Many of my clients are first-time buyers who don’t come from families with real estate experience,” said Weible. “They’re smart and capable, but no one’s shown them how this works. That’s where I come in.”
Weible joined the Leah Tounger Realty Group in 2024, working under the KW Advisors East Bay brokerage. The team is one of the top-producing groups in the region, with more than $76 million in closed volume in the past year. The team focuses on Oakland, Berkeley, San Ramon, and surrounding East Bay cities.
Weible’s approach begins with listening. From the first consultation, he works to understand his clients’ goals, timelines, financial readiness, and decision-making styles. He builds a plan that breaks the homebuying process into manageable steps—often including lender introductions, neighborhood research, and customized timelines for education and touring.
“People don’t need hype. They need clarity,” Weible said. “I give them a structure so they know what’s coming next and where their energy should go.”
As a San Ramon resident, Weible brings local knowledge to each transaction. He helps buyers weigh tradeoffs between neighborhoods, compare schools, navigate traffic patterns, and assess long-term investment potential. His guidance helps clients stay grounded in both their budget and their values.
Before entering real estate, Weible spent over 20 years in education, leadership, and the performing arts. He served as Assistant Head of School at Bentley School, directed theatre programs across the region, and taught courses in communication and community engagement. He also led safety programs, staff development, and inclusion work in K-12 settings—experience that now translates into careful preparation and patient pacing for his real estate clients.
His past roles taught him to manage pressure, guide group decision-making, and help people stay calm through unfamiliar situations. That training is now a strength when helping buyers handle bidding wars, inspections, or escrow deadlines.
“My job is to hold the space and make the next step clear. That’s what I did in schools, that’s what I do now.”
Weible also operates Hit The Mark Realty and contributes to community resources through Emeryville. Real Estate, a site that offers local listings and real estate education. He partners with KW Advisors East Bay for brokerage services and is licensed throughout California.
He brings a calm, affirming presence to each deal. Many of his clients are navigating more than market pressure—they may be buying solo, relying on gifts or grants, or trying to move from rent to ownership without generational wealth behind them. Weible focuses on access and inclusion by creating an experience where all questions are welcome and no one is left guessing.
“I’ve worked with teachers, nonprofit staff, artists, and healthcare workers—people who give so much but often feel shut out of ownership. We work together to get them there.”
In a competitive market like San Ramon, he emphasizes preparation over perfection. His clients often win homes by being ready early, submitting clean offers, and moving fast—but never recklessly.
“I don’t push urgency. I teach readiness.”
Looking ahead, Weible plans to expand first-time buyer services with group workshops, free planning calls, and a written guide tailored to East Bay buyers. He is also developing partnerships with local lenders and credit unions to streamline access to financing options.
Whether buyers are weeks or months from making an offer, Weible encourages them to start with a conversation.
“You don’t have to know everything. You just need someone who will walk the path with you.”
To learn more or schedule a consultation, visit ryanweiblerealtor.com
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
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