ACL & Company is a marketing practice run by A Continuous Lean founder Michael Williams.

At ACL & Co. we work with brands that we believe in. Our clients are small craft-focused companies that continue to make things in traditional ways. The goal for our work are simple: to use marketing, public relations, content creation and social media to create a lasting impression for our clients.

Our tenets aren’t revolutionary. We believe in hard work, good relationships and integrity. Our experience has given us a deep understanding of both our clients and the market. We understand the media, positioning, brand building and strategy.

What we do is not formulaic, but it does adhere to a few guiding philosophies that shape both our outlook on marketing and the brands we want to work with. In a noisy world we seek authentic brands that make great products and have real stories to tell. Our clients are highly specialized and often have rich histories that can go back hundreds of years. Our work on their behalf helps them continue to stand the test of time.


An emphasis on earned media.

Brand Strategy

We help to build brands for the long term. We love the opportunity to bring innovation and fresh ideas to everyone from start-ups to companies that have been around for generations.


Our approach to everything is centered on good stories. We understand how a strong editorial vision can enhance and extend marketing.

Digital Strategy

We leverage our understanding of creators, content and partnerships to drive organic strategy.


Traditional communications and PR can be highly effective when paired with good stories, creative marketing and strong partnerships. We help to build brands with a quality-focused method.


Small, specialized companies.