What Do Burgers Have to Do with Fractional CMO?

If you want big results, you have to be willing to do big things.

I’m Joseph Haecker, Fractional CMO, podcast host, author, and former lighting designer. My journey has taken many turns, but my marketing philosophy was shaped by a simple concept from my mentor, John Pietro. We’d meet at Starbucks on Lake Forest Drive, where John, former head of marketing for Wendy’s and inventor of the combo meal, would patiently wait for me to finish rambling about my latest ventures before asking the same pointed question: "What's the low-hanging fruit?"

Back in the '80s and '90s, fast-food chains were locked in a battle for new customers, investing heavily in training employees to upsell fries and sodas. John saw things differently. He revolutionized the industry by bundling burgers, fries, and sodas into the now-iconic "combo meal." This simple shift capitalized on human behavior and completely changed the fast-food landscape. That lesson in simplicity and recognizing untapped potential is something I carry with me to this day.

Why does this matter to you?

Because businesses often get caught up in chasing trends instead of focusing on what’s right in front of them. John’s philosophy of "low-hanging fruit" drives my own approach as a Fractional CMO. I help businesses identify and seize these overlooked opportunities. It’s not about doing what everyone else is doing—it’s about leveraging what’s already working and finding fresh, strategic ways to meet your goals.

I’ve just redesigned my website with this philosophy in mind. You’ll notice it’s not your typical static website—it’s packed with audio clips and animated graphics that invite engagement, not just observation. Why? Because today’s consumers want more than a passive experience; they crave participation and community. They want to feel like they’re part of something bigger.

As a Fractional CMO, I specialize in finding your "low-hanging fruit" and crafting a strategy to help you reach your goals—without the mind-numbing repetition of trend-chasing. If you expect big results, you need to take bold steps and set yourself apart from the crowd.

So, what’s your low-hanging fruit? Ready to get started?

Choose a service package or book a discovery call today, and let’s build a strategy that’s custom-tailored to your business.

Big results require a bold move. Let’s make that move together.