Modern business advice tells you to grow & automate without asking what it costs.

But they’re not the ones who have to live with the consequences.

The internet keeps handing us business advice built for machines: scale faster, automate more, optimize everything, turn relationships into funnels, turn expertise into content, and treat every limit as a problem to solve.

but your business is not a machine

It belongs to a specific person, with particular values, finite capacity, real responsibilities, and judgment that cannot be cleanly outsourced.

Aggressively Human is about designing businesses around human judgment, relationships, capacity, expertise, and care—in an environment increasingly designed around scale, optimization, automation, and extraction.

We explore the friction between what modern business promises and what it actually asks of the humans who build it, work in it, buy from it, and live alongside it.

Latest conversations

 

Cold outreach… as a human?!?

Most of us have a very specific image of cold email: a stranger who never heard of us, selling something we never wanted, in language no human being would actually use. But “cold email” just means an email to someone who doesn’t know you yet—and the version most of us...

How we designed our fall programs (and who they’re actually for)

Most program pages tell you what you get — the calls, the modules, the bonuses. They almost never tell you why the thing is six weeks instead of six months, or why the schema markup lesson moved from week three to week six.In this episode, we walk through our own fall...

Why We Need a Party for Our Failures with Jess Manuszak

[A note before you listen: This episode includes candid discussion of suicide, suicidal ideation, mental health crisis, psychiatric hospitalization, addiction, and chronic illness. Please take care of yourself — skip it, save it for later, or listen with...

The secret to becoming referable

We’re both getting pitched constantly by emails that clearly came from a bot that scraped our show notes, and the reason they don’t work isn’t the outreach itself. It’s that there’s no distinct perspective behind it.In this episode, we talk about the chicken-and-egg...

Making a lifetime of work legible with Jessica Abel

Most of us who work for ourselves aren’t one clean thing—we’re cartoonists who also teach, consultants who also write, coaches who also run the whole business. And after a couple decades of that, you can end up with an enormous body of work that almost nobody can...

We’re back! Our summer hiatus recap

Aggressively Human went on hiatus for July, and we’re back to talk about what the break actually looked like!In this episode, we catch up on what our month off actually looked like — Jessica’s West Coast “book tour” meeting Deeper Foundations members across four...

Topics we keep exploring

AI & automation

What should machines do for us—and what happens when we outsource the parts that require human judgment, expertise, or responsibility?

Capacity, growth & enough

How much is enough? What happens when a business that can always do more belongs to a person who can’t?

Marketing, content & algorithms

What changes when the systems that distribute our work start dictating the work we make?

Expertise & authority

What does it mean to actually know something in a world where producing the appearance of expertise has never been easier?

 

Mental health & capacity 

What happens when business advice assumes infinite energy, resilience, and capacity—but the person running the business is human?

Relationships & community

What gets lost when relationships become audiences, funnels, networks, and other things that can be measured?

These questions have led us to frameworks for thinking about business differently—not as universal formulas, but as tools for making better decisions about the businesses we’re actually building.

Your business does not have to become less human in order to become more successful.

 

Two businesses. Two perspectives. One ongoing conversation.

Meg Casebolt

Meg Casebolt

SEO + AI Discoverability Strategist, Love At First Search

Meg Casebolt works at the intersection of expertise, search, AI discoverability, and how ideas become legible to both people and machines.

Jessica Lackey

Jessica Lackey

Business Coach + Strategist, Deeper Foundations

Jessica Lackey works on business models, economics, operations, and building businesses that work within the constraints of actual human lives.

Aggressively Human lives in the overlap—and, often, in the places where our perspectives don’t overlap at all.

We use our own businesses as testing grounds. We talk about decisions while we’re making them, question advice we’ve previously followed, and what we’re seeing by being deeply embedded in our clients’ strategies and outcomes. We look at what’s changing around us, and occasionally discover that we have completely different answers to the same question.

That’s not something we need to resolve.
It’s part of what makes the conversation useful.

Listen to Aggressively Human

New episodes come out when we have something worth talking about.

Listen wherever you get your podcasts, read the transcripts here, or explore the ideas and conversations we’ve been accumulating since 2024.

Your judgment isn’t an inefficiency to outsource.

 

Your limits are not a failure of ambition.