I started in a lab coat.
Professional Chemist.
Chartered Marketer.
Kellogg-trained.
Patent holder.
I'm Jason Westgeest, the Only Marketing Chemist. A trained marketer with a background in chemical formulation, and the person behind Formulate Success.
I've spent over two decades in industrial chemistry and marketing — starting in the lab and working through product development before building the marketing function from the ground up.
Along the way, I realized the thinking that makes a good formulator — hypothesize, test, refine, scale — is the same thinking that makes marketing work.
That matters because most marketing problems aren't solved by doing more. They're solved by diagnosing better.
I started Formulate Success because I kept seeing the same pattern: good companies wasting money on marketing that was never properly diagnosed.
An HVAC company spending $3,000 a month on ads when their Google listing hadn't been updated in two years. A contractor with excellent work and 11 reviews while the guy down the road with average work had 60. Agencies selling tactics to businesses that didn't need more tactics. Freelancers executing without strategy. Everyone busy. Nobody sure what was actually working. They needed someone to figure out what was actually broken first.
Nobody was doing that. So I started doing it.
I do it differently. I diagnose first. Everything else follows from there.
What I Believe
Diagnosis before prescription.
Trust before tactics.
Durability over drama.
Clarity over complexity.
Leverage over motion.
These aren't slogans. They're the rules I apply to every engagement, starting with your Marketing Formula.
What I Actually Do
I work with contractors, installers, service companies, and technical firms that are excellent at what they do but underbuilt in how they're found, evaluated, and trusted.
My clients are typically doing $500K to $5M in revenue and know they should be growing faster.
Every engagement starts with The Marketing Formula: a complete diagnostic that shows what's broken, what matters most, and what to do about it. From there, we either build the fixes together or keep the system moving through The Compound.
I also work with solar installers on proposal strategy — rebuilding the document that's the last thing a homeowner sees before they decide. Learn more about building solar proposals that convert here.
I'm not an agency. I'm one senior strategist with deep experience, strong systems, and modern tools used carefully where they improve speed, clarity, and execution.
What to expect
I'm direct. I'll tell you what I see, not what you want to hear.
I keep things simple. You'll get clear scopes, fixed prices, and defined timelines — not vague promises and monthly invoices for work you can't see.
I stay on deadline and I don't disappear between deliverables. You'll always know what's happening and why.
And if something isn't worth doing, I'll tell you that too — even if it means less work for me. I'd rather you spend your money on the right fix than spend it with me on the wrong one.