Ever wonder why some businesses inspire cult-like devotion while others fade into the background? Today, I explore two radically different approaches to putting customers first—and why the most powerful insight isn't choosing between them.

What if the "requirements" that define professionalism in your industry are actually just elaborate hazing rituals designed to keep outsiders out? From unpaid internships to conference fees, every industry has its version of blurbs: obligations that masquerade as professional standards but really function to exclude people without the right networks or cultural capital.

“It's often hard to see your own value proposition clearly, but the process Nancy laid out—and her emphasis on authentic language—helped me hone in on what's most important about my business and my work style.”

Organizational psychologist Karl Weick studied the Mann Gulch disaster extensively. He discovered something profound: the smokejumpers didn’t die because they lacked training or courage. They died because they couldn’t drop their tools. Their shovels and axes were more than implements; they were anchors of identity. To abandon them felt like abandoning who they were.

Billie isn’t exactly an obscure, indie brand. You can find their product line at Target. So while their brand messaging might hit with a Gen Z audience, they’re doing a little sleight of hand to sell it to us Olds. With the Chia Pet campaign, Bille has packaged progressive messaging inside familiar cultural touchstones, making challenging ideas feel comfortable and accessible to a Mom on a Target run.