Behind the Bark
There’s a guy in Modesto named Dauki Willburn.
By day, he works for a tree service. In his off hours, he’s doing something most owners would call stupid:
He climbs trees for free.
Since 2019, he’s done 125+ cat rescues. Uses his own gear. Burns his own fuel. Takes the risk. No invoice. If people want to donate, cool. If not, he still goes.
Most business owners see lost revenue and a liability headache.
I see a marketing campaign that’s almost impossible to replicate with ads.
Because when Dauki goes up a tree to save a cat, he’s doing it in front of the entire neighborhood.
Calm, competent, professional. No pitch. No “we’re the best.” Just proof.
That’s the part most companies miss: the strongest marketing isn’t what you say. It’s what people watch you do.
When was the last time you did something that paid $0 but bought massive trust?
Limb of the Week
Community PR That Isn’t Cringe
You don’t need to start rescuing cats.
The lesson is simple:
Most marketing is a withdrawal.
You’re asking the market for attention, trust, leads, money.
This is a deposit.
You give value first… and later, the trust speeds up every sale.
If you turned off your marketing tomorrow… would the phone still ring because of your name?
If the answer is no, you’re too dependent on platforms and not dependent enough on reputation.
Action Steps: The “Good Neighbor” Protocol
Do this in the next 48 hours:
Identify a target (low-risk, high-visibility).
Pick a local nonprofit / church / veterans hall / little league field with something simple: deadwood over a walkway, hanger, clearance limb.Make the soft pitch.
Call and say:
“We’ve got a gap this Friday. We’d love to clean up that hazard for you, on the house. No strings.”Do it like a pro.
Show up on time. Cone it off. Clean the hell out of it. Be the company you want people to talk about.Document it.
Before + after photos. One short clip. That’s it.Post it - but don’t brag.
Do not make it about you. Make it about them. Tag them.
When the story is about the nonprofit, the community makes the story about you.
One rule: Don’t pick a “hero removal.” Pick a boring win that can’t bite you.
Sawdust
Gear note: If you do work where tool retention matters (handsaw, throwball, rigging kit), chest packs / secure pouches aren’t a bad upgrade. The point isn’t cats, it’s control.
Kickback
Dauki built a stronger brand with a handsaw and a cat backpack than most companies build with $10,000 in graphic design.
A nicer truck wrap doesn’t fix a weak reputation.
Stop polishing the truck. Start polishing your standing in town.
If people know you’re the guy who helps, they assume you’re the guy who does good work.
That’s the whole game.
We can’t teach you how to rescue cats.
But we can look at your marketing setup and tell you if you’re building reputation or just making noise.
If you want a second set of eyes on your strategy, reply CONSULT and tell me:
your city
your website
your Google Business Profile link (or company name)
I’ll tell you what to fix first.
Written by Jacob Hastings
Head of Growth & Client Strategy at Growth Ring Media
