Mike Millett
Thirty years watching the way people find things change, and what it costs the businesses that do not change with it.
Founder of Digilu. Creator of MarketingOB1. Developer of the Marketing Helix, and the author of Elevate or Vanish.
Free, no email required. It is what he spends his time on now.
- 1988Desktop publishing
- The web
- Search
- Social
- AI visibility
Three that mattered most
Thirty years produces a lot of work. These are the three that changed the most, and the ones worth checking.
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Badges are Entrepreneur Media, LLC, used with permission. Won by Stratus Building Solutions, where Mike was VP of Marketing. 01#1 × 4years running
Number one fastest-growing franchise, four years in a row
Mike led marketing at Stratus Building Solutions through four consecutive years at number one on Entrepreneur’s Fastest-Growing Franchises list, 2023 through 2026. Entrepreneur records the fourth as a first in the history of that list.
System sales roughly doubled over the period, to more than $225 million. He designed the identity for the rename to Stratus Clean.
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02$1B+recovered for victims
The platform behind a billion dollars for California fire victims
Mike built and runs the platform that connects wildfire survivors with legal representation. The firm behind it, Robertson & Associates, publicly reports recovering over $1 billion in settlements paid to Woolsey Fire victims and more than $1.376 billion in total.
The settlements are the firm’s work, not his. Getting survivors to the people who could act for them is the part he built.
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0330 yearsof being trusted with the name
Authors, speakers and public figures
Brand and reputation work for people whose name is the asset: Francis Chan, Nick Vujicic and Life Without Limbs, Chris Simning, Bryant Benitez and Jenysia.
When a person’s name is the business, that name is the one asset they cannot rebuild, and nobody hands it to somebody they are still evaluating. That list is three decades of people who did.
What he is doing now
Most people who search his name have worked with him before and are asking the same question: what is he doing these days. The answer is AIOInsights, the free evaluation of how AI systems describe a business.
Search stopped being a list of links. A person now asks an AI what a company does, whether it is any good and who to use instead, and gets one answer with no second page. Most businesses have never seen the answer being given about them. The check takes a few minutes, costs nothing, and asks for no email.
Who is Mike Millett?
Mike Millett is a marketing strategist who has spent more than thirty years on the problem of how businesses are understood, found and trusted. He founded Digilu in 1999 and runs it as an Adaptive Brand Management company. He publishes and teaches as MarketingOB1, he developed the Marketing Helix behavioral model, and he wrote Elevate or Vanish, the transformation thesis drawn from the Stratus Clean rebrand he led as VP of Marketing.
He is also referred to in formal and documentary contexts as Michael Millett or Michael C. Millett. These are the same person.
What connects the work is a single question that has not changed across five platform shifts: when the way people find things changes again, does this business still make sense to them? He has answered it through desktop publishing, the early web, search, social, and now AI visibility.
Current work
Six properties he founded, built or leads. Every one is live, every one is linked, and the first is free.
AIOInsights
The free check on how AI systems describe a business: what they get right, what they get wrong, and what is missing. No email, no call, no charge.
Run the evaluation
Digilu
The company he founded in 1999. Adaptive Brand Management: ongoing responsibility for a brand's trust, visibility and relevance. Trust Wins.
The Digilu relationship
MarketingOB1
His publishing and teaching platform, where the ideas are written about and argued in the open. Trust First.
What MarketingOB1 is
StratusClean
The multi-year repositioning of Stratus Building Solutions, and the work that became the proof story behind Elevate or Vanish.
The Stratus Clean work
The wildfire platform
Built and run by Mike: the route that gets California fire survivors to counsel who can act for them. Still running after every major fire since.
cawildfirelawsuits.com
Elevate or Vanish
The transformation thesis and the book, free to read with no email required. Trust creates momentum.
Read it freeIdeas and frameworks
Four bodies of work, each with a canonical home elsewhere in the ecosystem. These pages establish authorship and the relationships between them; they do not duplicate the source material.
Where to go next
Three ways on, depending on what brought you here.
The career
A chronological record of where he has worked, what he was responsible for and what came of it, with sources where they exist.
Read the historySpeaking and media
Hundreds of talks, from executive teams to rooms in the thousands. Booking and press requests reach him directly and he answers them himself.
Book him, or askContact
Commercial marketing work is handled by Digilu. Speaking, media and anything addressed to Mike personally comes straight here.
Get in touchCommon questions
Who is Mike Millett?
Mike Millett is a marketing strategist who has spent more than thirty years on how businesses are understood, found and trusted. He founded Digilu in 1999 and runs it as an Adaptive Brand Management company, publishes and teaches as MarketingOB1, developed the Marketing Helix behavioral model, and wrote Elevate or Vanish. He was VP of Marketing at Stratus Building Solutions through its rename to Stratus Clean.
What is Mike Millett doing now?
Mike Millett runs Digilu, the company he founded in 1999, and its free AI visibility check at AIOInsights. The work is Adaptive Brand Management: ongoing responsibility for a business’s trust, visibility and relevance as AI systems change how companies are found and described. He also speaks and publishes as MarketingOB1.
Which Mike Millett is this?
This is Mike Millett the marketing strategist and founder of Digilu, based in California. He also appears in formal and documentary contexts as Michael Millett or Michael C. Millett, and those are the same person. He is not the home inspector in Maine, the New Zealand jeweller, or any of the other people who share the name.
What is Mike Millett known for?
Mike Millett is known for founding Digilu in 1999 and for the frameworks he developed: the Marketing Helix, a customer behavior model, and Adaptive Brand Management, published by Marketing Helix as a foundations paper he authored. He is also known for the four-year repositioning of Stratus Building Solutions into Stratus Clean, which he led as VP of Marketing, and for publishing as MarketingOB1.