Suzy Batiz describes business as a form of creative expression and an outlet for manifesting ideas into physical products; she treats her brand Poo Pourri as a personified, female "living, dynamic organism" whose perceived voice and energy guide marketing and internal decisions. The excerpt shows conversational, candid examples (including humor) to illustrate a non-traditional, energy-focused approach to branding and marketing.
Chapters
My perspective on business. For me, I use business as a creative exploration. It's a creativity. It's not what I am or who I am. Even though I'm known as an entrepreneur, to me it's just an outlet for creative expression. I have an idea. What turns me on is having an idea and manifesting it in the physical world. So I have an idea and I'm like, oh, this would be great. Let's make it into a product and then let's share it. That's marketing. And I really look at business and like Poo Pourri, I call her a living, dynamic organism. So we do marketing a little bit backwards. We don't have a target consumer.
Why isn't a she versus a he? Poo Pourri?
Well, that's just where she was. She was a woman. I mean, it was just very clear to me.
So women do poop.
Women poop, yeah. But you know, so what it is, is we talk about, everyone in our company knows what she would do at any moment, what she would say, how she would act, whether she. So that helps keep decision making. Almost like in a Holacracy environment where people would know, oh, Poo Pourri would never do that. Poo Pourri would. So we look at the brand as an energy within itself.
I mean, what you're saying and doing right now is so interesting. I mean, does that strike you as kind of interesting, what you just said? Yeah, like what a unique and very smart and strategic way to interact with your company because it gives a whole other life to it. And it's so funny because it's poopery. Right. But I really like what you're saying. I mean, it's the whole thing about energy. Yeah. Because you know, even when people say time management. Because one of my questions for you is that. But it's really energy management. It's energy and it's how, it's how you. I mean it's like time management. Well, you know, everyone here has got the same 24 hour franchise as everyone else. And they're going to eat and they're going to have meals, they're going to have commute time, they're going to have bathroom time, they're going to have sleep. You know, everyone's got these things, but it's what they do within it in that energy and how they contain it and what they generate. Because I don't think success just happens. You generate it, you create it.
