Digital products for operators
Systems that make AI work for your business
Practical frameworks, templates, and tools built from five years leading digital transformation at global scale — distilled for teams of one.
The GEO Operator Brief
One practical GEO update per week — platform changes, tactics to implement, and copy prompts to keep your content ahead of AI search.
- ✓ Platform behavior updates across ChatGPT, Perplexity, Gemini, and Claude
- ✓ One tactic to implement this week
- ✓ Answer block prompts and copy rewrites
- ✓ Free GEO quick-start checklist on signup
One email per week. Unsubscribe anytime.
Products
Available now
GEO Starter Kit — V5
A 7-asset system for getting your pages cited by ChatGPT, Perplexity, and Gemini in 14–30 days. Includes a Claude skill and an autonomous OpenClaw content engine.
Coming soon
GEO Content Playbook — V1
A deeper system for building a full GEO content ecosystem across your entire site — TOFU through BOFU — not just a single page.
Who built this
Justin Edwards spent five years as VP of Global Digital Creative at M·A·C Cosmetics, leading digital transformation across brand, commerce, and marketing in 40+ markets worldwide.
Before M·A·C, he drove a +$58M digital revenue lift at Tory Burch and held leadership roles at boutique agencies in New York City, including Wednesday Agency — acquired by BBDO Omnicom.
Defective Theatre exists to make enterprise-level thinking accessible to independent operators — the frameworks, systems, and approaches that typically require a full team, built for teams of one.
- VP Global Digital Creative, M·A·C Cosmetics — 5 years, 40+ markets
- +$58M digital revenue lift at Tory Burch
- Introduced Figma across Estée Lauder Companies as the enterprise standard
- Pioneered governed generative AI at M·A·C ahead of corporate standards
- Agency leadership at Wednesday Agency (acquired by BBDO Omnicom)
The GEO Operator Brief
Weekly GEO tactics, platform updates, and answer block prompts for operators who need to stay ahead of AI search. Free. One email per week.
First issue includes the free GEO Quick-Start Checklist — 8 actions to get your first AI-citable page live this week.
One email per week. Unsubscribe anytime.