Season 2, Episode 8: Why Aligning Marketing Sparks Collaboration Over Competition with Mike Schuster

What if your marketing didn’t have to feel icky to work?

In this episode, Joy sits down with Mike Schuster of FiddleSmart Marketing to unpack what happens when you stop chasing cookie-cutter tactics and start aligning your marketing with your values, strengths, and calling.

Mike shares how a career pivot helped him break free from manipulative “best practices” and start building trust through authenticity and consistency.

Joy and Mike talk openly about:

❧ Covert vs. overt faith in business.

❧ What it means to serve people over algorithms, and

❧ Why Kingdom-driven entrepreneurs aren’t competitors—they’re collaborators.

Mike also gets real about the marketing missteps he’s seen (and made), and the simple but powerful systems he uses to help clients stay true to what matters most.

If your marketing efforts have ever felt off—even when they “should” be working—this conversation will help you name that tension and find a more grounded path forward.

What You’ll Learn in This Episode:

• Why Mike leads “covertly” to serve faith-curious, values-driven clients

• How to spot tactics that don’t fit—and navigate those decisions with integrity

• The story behind FiddleSmart’s name (and how it applies to your marketing)

• Why consistency often matters more than creativity

• How collaboration becomes natural when competition isn’t on the table

• What it looks like to partner with Holy Spirit in your business

Key Moments and Timestamps:

⏳  5:08 –There’s no competition in the Kingdom—just collaboration
⏳  8:31 – Naming the tension: manipulative tactics still dominate
⏳ 10:02 – The story behind the name “FiddleSmart”
⏳ 16:37 – Misleading campaigns and what Mike would do differently
⏳ 22:05 – Building systems rooted in values, not just revenue
⏳ 23:26 – Why Mike operates covertly (and how it works)
⏳ 25:41 – Advice for those tired of trend-chasing

Notable Quotes from Mike & Joy:

• “Misalignment can go unnoticed… until it’s too late.” – Joy Capps
• “If I’m going to own a business, and this was Your idea… let’s do it together.” – Mike Schuster
• “You and I both know how to do those tactics—but we’ve learned a better way.” – Joy Capps
• “There’s still a lot of manipulation being taught as best practice.” – Mike Schuster
• “What you’re talking about is so subtle… but it erodes trust over time.” – Joy Capps
• “Everybody is designed unique. So no cookie-cutter marketing will really work.” – Mike Schuster
• “Know your why. If you’re doing it just because someone told you to—that’s not enough.” – Mike Schuster

Resources Mentioned:

🌐 FiddleSmart Marketing Website

💬 Connect with Mike on LinkedIn, Instagram, and Facebook

💬 Or connect via FiddleSmart on LinkedIn, Instagram, and Facebook.

Continue the Conversation:

What resonated most with you from this episode? Let’s talk about it.

Email Joy at info [at] joycapps [dot] com—we’d love to hear your thoughts and continue the conversation.

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Thank you for helping to spread the Joyful Communications message of marketing with integrity.