I spent six years in agency life making Fortune 500 brands sound "personal" — adding warmth, vibes, personality and a little "something extra." I was damn good at it. I was also slowly losing my mind.
Then a one-woman soap company in Santa Fe asked if she could hire me to make her brand sound more "legit." I talked her out of it. She sold out in 48 hours. And I thought — yep. There's my purpose.
Turns out the brands that sell out faster than a plate of nachos at happy hour aren't the polished ones. They're the ones with a personality you can experience from across the room. The specific ones. The weird ones. The ones that know exactly who they are and refuse to sand it down for the sake of mass appeal. Those brands don't just attract clients — they attract the right clients, at the right price, who tell everyone they know.
