Behind the found money lens.

Hey, I'm Sonam. I run ZT·Direct.

Direct response guy at heart. I care about what converts, not what's trendy. Most consultants chase the next digital channel. But when things start to get crowded, I look for an exit — because I like to play the game with an edge. Direct mail is one such edge.

“A jack of all trades is a master of none — but oftentimes better than a master of one.”

I'm a weird marketer. Spent the last decade obsessing over how businesses actually make money — not just ads and funnels, the weirder stuff too: reactivation, odd acquisition channels, backend offers, old-school tactics nobody's running anymore. That doesn't make me the best at any one thing. It means I've got a wider net than most people looking at your business, and I don't assume the obvious answer is the only one.

Different is better than better

“Different is better than better” has kind of become a personal philosophy of mine. I've always been a little weird as a person, haha. At first I felt like an outsider, but the more I learned about myself and the world, I found that real upside often lives in novelty and the absence of competition. When it lands, it lands big — because you're in a category of one, the upside is asymmetric.