I learned how to grow a business by having to grow my own.
Dan Huerter, Founder
From Dan
I started out implementing enterprise software for public-sector institutions, which taught me how systems work and where they break. Then I co-founded Pure Spectrum in the earliest days of CBD, a category where the usual paid advertising playbook wasn’t available. No Meta, no Google. We had to give people a reason to care, earn their trust, and understand what brought them back. That meant athlete ambassadors, referral programs, email, and subscriptions.
Later came the harder work of rebuilding through crisis. That’s when systems and measurement stopped being nice to have. You need to know what’s working, what’s breaking, and where your attention will actually make a difference.
Too many people selling growth have never owned the outcome.
When it’s your company, everything is connected: the website, the product, the customer experience, the money you spend. You live with the results. I’ve worn every C-level hat, and I know what it feels like to look at payroll and not know how you’ll cover it if the next plan fails. I also know what it feels like to hire an agency and realize later they’ve never had to make a brand work with their own money.
Those experiences are the foundation of Taste & Telemetry.
Businesses Dan founded
- Pure SpectrumCo-founder. Grew past $35M in revenue, with partnerships including the CrossFit Games and the Kansas City Royals.
- American Hemp DistributorCo-founder. Past $2M in under nine months.
- Direct Hemp, and a few othersCo-founder.
Two words, one way of working.
Most owners come to us asking for more traffic. Usually the bigger opportunity is what happens after someone arrives. Moving from 0.5% to 1% conversion doubles revenue before you buy a single new visitor. So we fix the bucket, then we fill it.
The most accurate hunter in the animal kingdom.
Dragonflies catch roughly 95% of the prey they go after, far more often than lions, sharks, or falcons. They don’t do it by chasing harder. They watch where the target is going and meet it there.
- Wide vision → TelemetryNearly 360 degrees, seeing patterns others miss.
- Predictive flight → StrategyWork out where things are heading, then move.
- Precise control → ExecutionFour wings, each moving independently.
- Natural elegance → TasteLightness and speed without chaos.
See clearly. Move precisely. Act with intention.
Intentionally small. A few things at a very high level.
AI and automation expand what a small, capable team can do. Think of them like the Iron Man suit: they don’t replace the operator, they let a good one go further. Someone still has to understand the business, care about the details, and decide which work matters. We bring in trusted partners for the rest. Every client we’ve worked with came to us by referral.
- 01A conversationWith Dan, about where the business is and where you want it to go.
- 02Priorities and scopeWe agree on what matters most, and what’s in and out.
- 03ExecutionWe do the work, and you can see it as it happens.
- 04ImprovementWe look at the evidence together and decide what to do next.
I want owners to feel understood, proud of what we put into the world together, and able to look at the evidence and decide what to do next.