From asking hard questions to helping people answer their own

When I was a kid, I used to read my hometown newspaper, the McDonald County Press (originally the Anderson Graphic), cover to cover every week. Sure, I loved seeing my name in the paper — for winning a spelling bee, medaling in track, or making the honor roll — but I also wanted to know what was happening with my friends, my neighbors, and the community around me.

That curiosity never really went away. I followed it through school, stacks of books, and eventually across the ocean, where I enjoyed a brief stint at the University of Oxford. I finished second in my class — though I probably learned more from the pubs and interactions with the locals than I did in the lecture halls.

Oddly enough, I never seriously considered journalism as a career. I loved newspapers, sure, but working for one didn’t cross my mind. I did enjoy writing, though, and the summer after my freshman year of college, one of my professors recommended me for a full scholarship to write for the student newspaper. I wasn’t about to pass up free tuition, so I gave it a shot. I was hooked almost immediately.

Not long after, I landed a job as a cub reporter at a small-town weekly. My two main qualifications? A pulse and a willingness to work cheap. That was fine while I was still living with my parents and had no real bills to speak of, but I knew it wouldn’t be sustainable longterm. I had to get good fast.

One of my first editors had a sign behind his desk that read, “If your mother says she loves you, check it out.” That’s an intentionally extreme example, of course, but the point stuck — never take anything at face value.

So I chased the stories others overlooked or avoided, asked tough questions, double-checked every statement against known facts and patterns, and tried to spot what others missed.

Along the way, I had the chance to mentor some exceptionally bright people — many of whom have gone on to successful careers, including some right here in the Queen City. Seeing them thrive has been the most fulfilling part of my career.

The journalistic instincts I sharpened carried over when, in 2018, I launched my own marketing and consulting firm. Since then, I’ve helped clients navigate tough decisions — advising on positioning, messaging, and strategy.

In journalism, I tried to help readers understand complex issues — to take messy, layered stories and make them make sense. Now, I’m doing something similar, just one-on-one — helping people understand their own complex problems. And often, the hardest part is just figuring out what the real problem is — let alone spotting all the paths that might lead to a resolution.

I’ve won awards. It’s always nice when others respect your work. But those have long been packed away in boxes in my garage. The thrill of applause and Facebook likes fades fast. What has stuck with me is the work that’s helped people build better lives.

When I first started building What’s Likely, I didn’t see a financial opportunity. I saw a void, and a chance to fill it with something that helps people make clearer decisions. I’ve always found that if you do meaningful work and do it well, the money tends to find you.

That drive — to create something useful, something that brings clarity when it matters most — never left. Over time, the ability to ask good questions, the strategy, and the pattern recognition all started pointing in the same direction. And the more I worked with people, the more I saw that most don’t need a pep talk — they need a clearer view of what’s likely to work.

That idea became the foundation for What’s Likely — a tool built on everything I’ve learned about how people respond under pressure, what truly drives decisions, and the difference between what sounds smart and what actually works.

Many of you know me, but some of you don’t. I’ve been in the 417 my whole life, save a few years, and have been in Springfield since 2018. I’ve always been more comfortable behind the scenes than in the spotlight. In journalism, you're taught not to make yourself part of the story, and old habits die hard.

When I’m not spending time with family or working to buy food for my bottomless pit of a 4-year-old, I like to read books and exercise. On fall weekends, there’s a good chance you’ll find me on the couch or at a stadium, cheering on my Kansas City Chiefs, Mizzou Tigers, Missouri State Bears, and Missouri Southern Lions.

No matter how far my career takes me, at heart, I’m still that kid from Anderson, Missouri, population 2,000, just trying to make sense of the world, and trying to help others do the same.

If you’re curious whether What’s Likely might be a fit — or just want to say hi — you can reach me by text or call at 417-720-2500. Don’t worry about the time. If I can’t respond right away, I’ll get back to you when I can. My email is jacob@whatslikely.io.

Jacob Brower is the founder and chief strategist of What’s Likely, a decision-support tool that forecasts the most probable path to success. He Is also president of Archer's Bow Media & Marketing and ABM Strategies.

Photo by Cole Michael Porter