Babcox Media

There’s a lot of noise out there. And in an AI-driven world, it’s only getting louder. But here’s the thing: not every signal is created equal. Some voices cut through—the ones that are informed, respected, and trusted. I’m talking about trade media. In our industry, and just about every other one—trade brands have always been the go-to for credible, high-quality reporting. They know the game. They know the players. And they know what matters.

President Kennedy once said, “Success has many fathers, but failure is an orphan.” He didn’t coin it—but he owned it. Backstory: After the Bay of Pigs, when things went off the rails, he didn’t look for a scapegoat. He stepped up. Took responsibility. But here’s the other truth in that quote – one that I see every day in action at our company: real success is built by teams. In our world—the automotive aftermarket—success takes a village.

Your brand is a valuable machine. Just like any machine, it needs constant maintenance to keep it running at its best. But staying in top shape isn’t enough — a brand also has to evolve to stay relevant and meaningful, which means the question of refreshing your brand and messaging may not be if but when. Timing is everything. Too soon, and without solid preparation and a clear strategy, a brand refresh can create confusion. Too late and your brand can end up labeled as outdated and out of touch.

Social media moves fast. Trends explode overnight, news breaks in real time, and every brand scrambles to be part of the conversation. In that kind of environment, the pressure to “just post something” can be overwhelming. That urgency is especially familiar in the automotive aftermarket, where announcements, innovations and industry shifts happen quickly — and visibility is everything. But speed without strategy rarely works.

“Measure twice, cut once.” It’s a simple and timeless proverb. Across industries and eras, this mindset has guided builders, craftsmen, and business leaders alike. Because it’s not just about tools or trades — it’s about being deliberate. For me, it means taking the time to do it right. In the automotive aftermarket, that could be a spec, a product launch, a new hire, or a go-to-market strategy… whatever it is, if you rush the prep, you’re almost guaranteed to spend more time fixing than executing.

“Why continue to ride this horse without strong legs?” It’s a phrase I’ve used more than a few times, because it’s a lesson that applies in business, leadership, and life. Too often, we hold onto something that clearly isn’t working — a process, a concept, a strategy — hoping it’ll magically find its footing. But hope isn’t a strategy. In reality, the cost of not trying is usually greater than trying and failing. But if it fails? Fail fast. Learn fast. Move fast. That’s how we stay in motion.

I’ve noticed a trend lately, and it’s not a good one. Too many people are calling it “managing up,” when really, they’re just asking someone else to do the thinking for them. You know the type. They wrap up every message with “Let me know.” No opinion. No recommendation. No direction. Just a pass off. Here’s the thing, leaders don’t have time to be the brain for everyone. That’s not leadership. That’s enablement. High performers, A-Players, come with a plan. They bring clarity, not more chaos.

Marketing isn’t about moments anymore. It’s about momentum. Traditional campaigns come and go but forward-thinking brands are building something more sustainable: marketing ecosystems that keep working long after the initial launch. The New Value Exchange When brands stop interrupting and start contributing, everything changes. This isn’t about creating more interactions, it’s about creating interactions that count.

Industry events are bustling hubs of innovation, where new products are unveiled, regulatory changes are discussed and emerging trends take shape. For content creators and business-to-business marketers, these events are like diving into the deep end of their industry’s collective knowledge pool. Walking the show floor, you’re likely to bump into key decision-makers, product experts and industry veterans who are willing to share their insights.

A guy I really respect once told me something that stuck with me. He said, “Whatever I was invited to—a meeting, a BBQ, a party—I just showed up. I figured I’d get more out of going than sitting on the couch.” This guy is someone who started with nothing and built an extraordinarily successful career. And I think that is in large part because he understood something powerful: opportunity doesn’t always knock—sometimes you’ve got to go find it. That advice has stayed with me.