Your Content Isn’t the Problem: The Visibility Playbook to Get More Eyeballs FAST with Andi Eaton Alleman

2026, with just the change of algorithms, you really need to have a point of view. Otherwise you're literally just a vanilla ice cream cone that everyone's scrolling through.

Seriously, if you don't have a point of view, you're done. When we work on social, we think about three things. What value are you bringing? What vibe are you bringing? And then what can you say that has viral worthy potential? And usually that part's a little scary.

Andy, welcome to the podC.

Hi. I'm so happy to be here with you.

I'm so excited. Thank you for making the trip down to Los Angeles.

I am so.

I. I'm not even sure how I found you, but I'm so glad that I did. Probably because you're great at social.

Thank you.

The thing that I really am desperately trying to be right now.

Thanks so much.

Yeah. You really, in a world of, you know, a whole lot of people doing what you do, you really stand out. And I think one of the coolest things is beautiful because of that. I've worked with so many different people who I'm like, wait, shouldn't your social look good if you're gonna help me with that?

Right. Yeah. Well, what's funny is I. I was very resistant about actually supporting clients, women, people with social, because I was like, I mean, I'm good at it, but I don't really want this to be my thing.

Yeah.

And I'd come from a corporate background where I was doing. I was a marketing strategist. And then, of course, social started becoming what social of course is. And I was like, I could really, really help people with this. And I love working with female founders. So I was doing a lot of consulting with female founders before I was bringing social into the conversation. And inevitably all the conversations were like, but how are you doing that social thing you're doing? And I was like, we. This has to be, like, a key thing to do in the business.

I mean, it all leads back to eyeballs, like marketing.

Totally.

Back to your background of how do we get more eyeballs, how do we get attention? And you've just figured out how to take what you did in the past, which I'd love for you to dive just a little bit into your background and we'll pull that forward into what you're doing.

Yeah, totally. So I spent about a decade working with the brand Aveda with Estee Lauder, and I was. I started in sales when I was really, really young. I started with that company when I was like, 22, and I worked My way up quickly. And I never really wanted to be in sales. Funny that I'm like, I didn't want to do social, I didn't want to do sales.

But sometimes life just tells you what.

You'Re going to do. But I loved being with small business owners. I loved being with hairdressers. I loved being with makeup artists. I wanted to be with, like, the creative people, people that were, like, in it, doing the thing. And in the world of. Of Estee Lauder and Aveda, that's the work I was doing is getting to spend time with hairdressers, makeup artists, salon owners, and inevitably, building great relationships with them meant being good at sales. So I was like, 28, and I was like the VP of distribution for the brand and really thought I would probably spend my entire career in some sort of corporate beauty role. And I got, I don't know, about 10 years in, and I was like, oh, wait, like, I think there's other things to me that I need to explore. And so I left on really great terms and stayed a consultant for. For that company for many, many years, which really kicked off me my. My opportunity to start being a consultant. But that's where I, like, really grew up, is working inside a corporate beauty brand.

What did you learn about yourself throughout those careers? Like, what were some of the main themes that came through that you're like, oh, I'm really good at this. Like, you started to really figure out your skill set in zone of genius.

Yeah. I remember being in one of my first, like, big deal meetings as a vp, and I was very much one of the only women in the room. I was definitely the only person in their 20s in the room.

Was that crazy, intimidating?

Oh, hell yeah. I mean, it was totally crazy.

There was.

I remember that meeting, there was two other women in the room, and there was probably. It was like, maybe 15, 16 people, and the rest were gentlemen in their 50s and beyond. So I'm like, in the room and I had, like, six studied. I, like, knew the financials, I knew. I knew everything I needed to know to show up and be really, like, good in that meeting. And at the end of the meeting, one of those two women who had to do a lot to be there themselves said to me, she was like, you did great today. You obviously know your stuff. But the thing that we know you have that we didn't see today is you have a deep sense of. Of what's really going on with our customer, because you listen to your intuition so much when you're out There with them. I want you to do that in here too.

Wow.

So I. I, like, immediately was like, oh, they want me here because my gut is good that I have. I have a good sense of what we should do as a brand. And I don't need to let these. These guys intimidate me. Otherwise it wouldn't be her.

What a gift she gave you.

Totally. She's still someone I call occasionally. I'm like, hey, girl.

Oh, my God. Like, that's giving me chills. Because sometimes people offer us those little gifts that, like, if that wouldn't have happened, you may not have leaned so hard into trusting yourself, which is clearly where your genius is coming from as well.

Yeah. Wow.

What a gift. Okay, so your intuition through, like, really deeply trying to understand the customer. What were some of the things that you were doing with that customer that was, like, revealing what they wanted? Or, like, was there questions? What were you putting them through?

So most of the people that I was working, working with, like, the customer I was working with was they were small business owners. So they were salon and spa owners that were carrying the products that. That we sold. And then at the end of the day, they. The customer also became the people who worked inside their businesses. So the hairdressers and the makeup artists working or the estheticians working inside their businesses. And so what I really needed to understand is what gets them excited about doing their best work as hairdressers and makeup artists. I love creatives. I love artists. Like, that's my people. So if I could understand what was really going to get them excited to do better work, then they were going to inevitably sell more product because they were going to be doing better work, and the salon owner would be more successful because they are having greater sales. And then they would be really happy with what I had done with their hairdressers and makeup artists. And then my bosses would be excited because they're like, whatever you did in there today, sales are up.

Yeah.

So, you know, the thing that I really had to learn, the long story of that, is what motivates people to do their best work and how can they show up in a way that is true to them? But that's. That's really like, elevating every single day. And if I can help people do that and they're reaching their potential, then I, in turn, am going to reach mine.

I love that. Tell me a little bit about the sales portion. So you said, okay, I didn't want to be in sales.

Right.

How do you. Obviously, if they're putting you there, it's because you're good at it. What were, what were some of the things that you noticed that were like your natural inclinations that you leaned into for sales? Tell me a little bit about that.

Yeah, I think, I mean, mostly. And I think salespeople who, I think today we kind of know this is a thing. People who do well in sales are just great relationship builders. They, they build trust really naturally with people. And that is something I definitely do. And so when you told, you know, 22 year old me you're going to go be in sales, that's felt like it was going to be slimy. And I think we still kind of can have that feeling when we're selling. So I had to think about, okay, what, what actually am I great at? I am great at building relationships. I'm great at seeing people's potential. I'm great at helping motivate people. And in turn, there's a product that I represent in that job that they will get excited about. And I think that applies, you know, very much. As a woman who has multiple companies now and working with female founders, we, I'm sure you hear this all the time too. We still kind of feel like sales is slimy. We don't want to do it. Selling on social feels slimy. We don't want to do it. But if we think about it as a relationship building mechanism, then it's a whole lot easier to do.

I completely flipped how I view sales because technically, for anyone listening, like, you're doing sales in your life all the time with anything, all day long. You're selling yourself. You're literally selling your children every day, meaning you're selling an idea of what you want in your life. And you don't even realize that you're probably a great salesperson in certain departments.

Right.

And it's like reverse engineering that to something that you do want to do and make money from, which we're getting to in just a minute. Okay, so tell me how the studio came about. We. We studios.

Yeah.

And you also have a physical product which we will get into, which I absolutely love because you're helping people with the thing you're also in. That's been for me, like as someone who helps entrepreneurs, to be in multiple things that I'm like, oh, no, I've been in your shoes. I have felt this pain. I know exactly what to do here. Or like, we're going to get through this. Yes, this might be hard, but let's, let's figure it out. And you can find, like, a great angle for yourself or whatever that looks like. So I love that you do that because it can make you, like, the authority and the expert in it.

Totally.

Okay, so tell me about how the studio started, how and what that all does, and how you help people within that.

Yep, absolutely. Okay, so the studio started after I had probably been. I probably spent about maybe five or six years as a consultant, and I also was working as a travel blogger. Like, very much a working travel blogger. And then 2020 hit, and travel bloggers were not traveling.

Oh, yeah, right. I was like, let me write about my living room again.

Right. I was like, okay, I'm going to make $0 this year. You know, obviously, like, in the old days of blogging, you actually could also make money on, you know, just revenue coming in from people reading the blog before it was just the blogging man Instagram. So I, you know, I still had some of that going on, but I was having this moment of like, okay, I'm doing a lot of consulting with big brands, and my travel blogging gig is about to be on serious pause. So, like, what does that look like for me next? And what feels important? And so we're in the midst of the pandemic. And what I was noticing is so many women in my life and my community were in the midst of some sort of pivot during that time. So here I am consulting with, like, big corporate brands, and I'm seeing all of these women who are like, I think I'm going to step into entrepreneurship. I think I'm going to try this thing. You know, we're all, like, figuring it out right now. So what really occurred to me was that what I was doing as a consultant, I wanted to be able to duplicate that for. Especially for female founders and especially for the women that I was witnessing trying to figure it out. So I was like, what if I take this marketing work? This. Like, I was doing a lot of, like, executive coaching also. What if I take all of this that I'm doing in a corporate environment and make this available to indie brands and female founders, creatives and artists? So that was really the genesis of We We Studio. And so I launched it then. And so the way that. The way that I thought about building it was, okay, we'll still have this. This place where we consult and we go into. Into brands, but then we'll also have courses, memberships, masterminds, toolkits, things that are accessible for founders no matter where they are on the way. And sometimes that may also mean that we're going in and doing consulting with them. But a lot of times that meant, especially at that point in time, that they needed something lower ticket ultimately, and they weren't going to be able to pay a consulting fee like a big brand would. So I was like, what if we just make this all available and then what is it that we ultimately do? And so when I really, like, looked at what feels like the most important thing, it's helping brands and founders get visibility. And so that's really how we talk about the studios. That's what we do. We help you get visibility in whatever way that is for you, whether you're a big corporate brand and you need some sort of kind of new look at how your products sit in the marketplace, or you're a female founder and you're just getting started. When I say we. We have a small team, you know, it's not like I'm running an office with like, 20 marketers, me plus four women. And we. We started from. From there in 2021. And now, now here we are. Wow.

I love that. So small team. You tell me about your ideal client. Like, tell me about who mostly comes here.

We were kind of comes to.

We were kind of talking about that because I was like, here's how I found you. Here was my struggle.

Yep.

And I'll just share what we had said. I said, you know, the reason I was attracted to your page and what you do is because I had come from a different industry. I'd come from, like, digital products, coaching, masterminds, books, events. And while that was, like, that was doing really well. The messages, the more you do get. Get confusing. And then now throw in that I have a physical product.

Right.

And I felt. I still feel it's getting better, but, like, so spread thin. And when I go to social, it's like a giant clusterfuck because my messages are all over the place. I'm like, what do I talk to first? Who do I talk to? Like, who's my demographic in this one? Who's my demographic in this one? And it's almost like I feel like for creative people, what can happen is it just you. You go into avoidance because there's just too much. So that's where I was. And I'm like, no, Laurie, you have to sit and you have to learn this. Like, you have to figure this out.

Yeah.

And so that's where, you know, I found your page. I found a few other people's pages, but you really helped me with a few. Just, like, understanding like how can I have some key messages around each thing that I'm doing? So tell me about your client because I feel like her. But tell me your ideal well that you just described.

That's it, that's the client. I mean, what we see now, the women that are coming into the studio now are typically just like what you're describing. They've built something, whether it be, we have a lot of women that come in that have been creators, they've been influencers, they've built a personal brand and now they also have one product brand, a second product brand or they've, they've, they've got a book deal or they did, they're doing TED talks or things of that sort. And they're trying to, they're trying to sort out how do I show up as me and how do I also support the products or the brands or the things that I'm doing and how do I stay exactly what you're talking about. How do I stay really aligned to what that looks like and get the best results and how do I figure out who my people are and what if I have people that sit in like multiple seats with all the things that I do? So that's what we see a lot. That's the clients that come in that really want like the deep brand work. We also have a mastermind program called the cult brand Blueprint Accelerator. And in that program it's a whole lot of startups. We have lots of female founders who are building some sort of startup business. Whether it's CPG or a service style business. It's a little more CPG in that side of things. But in their case they're usually like, I'm launching a beauty brand or I'm launching a wellness company or I'm launching an app, I'm launching something and I'm trying to figure out what does that look like and how do I as the founder show up. So it's a bit of both of those two things.

Yeah. The landscape has changed so much where yes, we knew the founder was showing up and that can really push sales. And of course we've seen people who are already big influencers and celebrities do it. Yeah. But now it's kind of like, no, you need to have a face like especially I think something that's game changing with what you do is, you know, when you can gain visibility as, as a founder, you are saving so much marketing money.

So true.

It's insane because I think about, you know, and now I have a co founder and for Anyone listening? Like, when I brought that co founder in, it was about, how visible can she make us? Because you can buy. I could pay a lot of people for talent, for different things. But what you can't pay for is somebody who can organically get a lot of eyeballs, like, who understands how to do that and who understands how to do sales. So I think for, you know, maybe someone who isn't super visible yet, or a founder who's like, no, I need to be a more visible founder. Like, your. The things that you teach are so incredible for that. And you can really. What I'm finding is because I'm just consuming so much content and looking at so many different things. And what I love about your content is I do believe with what you do, you can make people the authority pretty quickly.

I think so, too. I mean, what's been interesting in the seat I sit in, because I'm also in process of launching a brand, is I went through exactly the work that we do myself.

Yeah, it's so powerful.

I mean, I had to, because I. I, since 2021, have been the founder of We We Studio. So the way I was typically running We Studio in terms of driving sales was on my personal page, which is We We Girl, which is my old blog name, which is why it's called We We Studio and We We Girl. So I was like, I just have to run this one page. Just got to do me on this page, and I will drive sales into my business. It's great. It's easy. Then three years ago, I started working on the beauty brand, and I was like, there's going to be a moment where I have to be the founder of two. So I can't only drive We We Studio on my personal page. I have to really now establish We We Studio as its own standalone thing, and it's going to have to do its own work. Still means I'm behind it, but it has to have its own voice, its own point of view, and it has to fit me. But it can't be me. It can't just be me. So I had to think about that and then start thinking about now, how do I, on my page, start talking about the fact that, oh, and I'm now launching a beauty brand. So you know me as well. For my longtime people, they knew me as a travel blogger. So, like, you've known me as a travel blogger. And then I launched this studio and, oh, and now I'm launching a beauty brand. So I had to think through all of that in a really Big way. And so probably, I guess, like six months ago, I like, made a really, like, really hard, fast decision that we were gonna double down on everything we were doing with Wee Wee Studio on its own independent page and really drive business through that page. So I took my old podcast page, which was totally dead. I'd like, kind of never done anything with it and was like, this is now the WeeWee studio page. It's gonna go hard. And, and it really has. And it's like it, it does, it does its job now. But that's a hard thing to. For a lot of founders who have visibility already, but then they've got all these things going on. They're like, do I start another page? Do I change the name of my handle? Like, what do I. Like, who am I supposed to be? Who is the brand supposed to be? Where do I sit amongst all of this? And it's a, it's, it's, it's a lot to figure out. Yeah.

So let's start there because I, I really think from what I know about my audience, that a lot of them are multi passionate. They are either in something right now or they have a side hustle, or they are very successful and they are spread thin and they're doing multiple things. So let's use that avatar. Let's use somebody who has multiple things going on, a lot going on in their head. They get very confused when they go to sit down to get visibility. Anything. What's my messaging across this platform? This platform, email, all the things. What would you say? Where do we start? Like, what does that whole process look like?

Yeah. So typically the first thing that we would want to do and this, you know, you hear the, the idea of, oh, go do your ideal client work. So we hear that a lot. But the way I like to think about it a little bit differently is rather than calling it ideal client work, let's build a vision board of all the different people that sit in your. Kind of like in your space and not your vision board for them. Like, what is their vision board? Then figure out where do you exist in their vision board? So if I'm thinking about that for you, Lori. So one of the things I might think about is the woman who has Lori on her vision board. What about you? Is she excited about? And then does she also have your product brand on her vision board? Does she have your books on her vision board? So maybe she has all of those and, like, that's your, like, perfect, perfect client. Right. But then there's going to be the Other one who's like, I'm here for Lori's brand. Like, I'm here for gloss. What I'm excited about is like, what that can do for me. So then when they see you talking about that, then they're like, oh, I'm also into like what Lori's got going on. So you have to start thinking about like, who are the, who are the people? Where do you fit into their life? And typically people are buying one of two things. They're buying the effectiveness of what the product is going to do to make their life better or they're buying the identity. Like how, how that product, how that product like puts them into some sort of belonging and whether or not it like really like works for them, like, hopefully it does, but that's not the first thing they're thinking about. So like brands that like, come to mind that, that everybody knows, like Spanx is an easy one. Like there's a, there's something that's like, when Spanx launched, all the women that bought it were like, oh, well, I needed this. It like does something for me. And then you also wanted to identify as a Spanx wearer because like you had a secret kind of. So like, there's brands that can do both and then there's brands that do one or the other really well. So the work I really like to start with is how can we create a world where your doing both? Maybe the product is sitting on that vision board in some capacity and the identity sits on it in another capacity. And then think about how you show up and share a bit of both of those things. And that's kind of the starting point. Then you gotta like map out, okay, so then what's the messaging? What do we say? One of the things we do a lot of work around is what are your community mantras? Like, what do people repeat back to you enough so that it starts to feel like they're in on something. Which is like the best loyalty builders. When like women feel like they're in a club and like have something to say back to you and they all know it. So that's something we spend time on is like really like thinking about what that set of language might be. Brand rituals is a really important one. Like, does your brand do something special that when the customer experiences it, they're like, oh, that, that's like, that's super cool and I want to be a part of that. A really nice example that I saw recently was Sif from Array. The brand Array was talking about how when they first launched, they put a Polaroid picture in every box that they packed before it went out. Just like a really nice little brand ritual touch. The people would get the picture and like, post on stories like, oh, I just got my array. Here's my picture of Sif and Niche, like packing the box. It's just like cute little, like, thing that you can't scale, but at the beginning, it creates this, like, this, like, connectedness. So those are some of the things I would start with versus what's that vision board of the person, the perfect person? What's the language? What's the mantras you want them using? What's the rituals that you can invite them into? And you can think about that in each, like, kind of like each bucket of. Of who the whole of you and your brand or brands is.

What do you see when those customers come in? What's something that you're like, oh, gosh, let's clean this up right away. What are some common, common things that you're seeing out there that when you scroll past, it's just like, oh, that's a, you know, that's something I would.

That's not it.

That's a. No, no. Yeah.

Okay. So people talk all the time about, like, you should build in public, build in public, build in public. And I don't think that's inherently wrong, but I think there's a difference in building in public and brainstorming in public. And what I wouldn't do and what I see happen a lot is on someone's launching a brand and they've got the brand page already set up and they're like, real hard, experimenting in public. And so the brand identity is a mess.

Yeah.

And that feels. It doesn't mean you shouldn't show all the things that it's taking behind the scenes to make it happen. But if it's like, you're just doing a brainstorm and you haven't really landed on the perfect person, what that vision board is going to become, what the language is? If you haven't gotten that part right and you're like, playing with like, do we speak luxury or do we speak relatability or do. Are we premium or are we, like, accessible? And you're like, playing all of that out in front of a future audience. And then like, you don't kind of like, get it dialed pretty fast? That I feel like kind of doesn't work. What I would do all day long is experiment on. On your personal page, like, tell the truth about what you're figuring out. Like, we're trying to decide, are we luxury? We're trying to decide, are we accessible? But I wouldn't do it on a brand page. And I see a lot of founders come in and they're like, here's my brand page. And it's like, it feels like a mess. And so then they're like. But I haven't really talked about any of that on my personal page because I really am just trying to, like, get people excited about the brand. And it's like, no, do it the other way around. Get the brand really, really right. And then play on your page and let people, like, find their way in to the brand that already looks and feels pretty good. Even if you have to change it later. Change it later. But, like, don't let it be a mess at the beginning.

I've been guilty of that.

Yeah, it's normal. It's totally normal.

But definitely now I'm like, okay, how about we get more child?

Yes. I mean, I did it with Kasa New and with the beauty brand. I, like, had packaging that we ended up scrapping that I, like, had whole photo shoots.

Oh, yeah.

You know, like, I think we all do that at some point. We're like, no, this is it. I got to show the people. And then I was like, well, that was like. We scrapped every bit of that archive. Every one of those photos.

I've done it multiple times. I'm a. I'm a fast start, too. Like, I'm just like, get it out. And like, dang it. Yeah. As I get older, you know, it's only taken me, like, 45 years, but as I get older, I'm like, okay, like, good things need a second.

They do.

They just need a second. Like, no matter how good that you have been at winging it, I especially think moving forward into 2026, like, I think things need to be more thoughtful.

Totally.

And what you said is brilliant. It's like, still show the build because people need to see the behind the scenes. But I think, like, what you're rolling out with exactly needs to be thoughtful. So in terms of saying that just for people, for the tactical, like, maybe showing it through stories or reels, not showing final pieces and posting final pieces.

Exactly.

Yeah.

That's the difference. The difference is, like, show the process all day long. Like, the process is going. People are going to root for you. They're going to cheer you on if they are a part of the process. And don't go creating assets and, like, fonts and, like, colors. If you really don't know what that stuff is yet, because then it. Then it does. Then it just feels. It feels messy and it feels like, okay, I've got a product, but I don't have, like a world yet. And so you want people to feel like they're a part of the building of the world, and then when the world drops, it's like, oh, I got to be a part of that all the way. And now here's the world, and then the world needs to feel really good.

Yeah, yeah. I. For anyone listening, like, this actually is. Is such a weakness for me, like, in terms of I aesthetically know what looks great. I can be very drawn to. I can decorate my house, I can dress myself. But when it comes to actually putting like my brand visuals out, I needed, I needed a lot of help around it. So I don't want people to. To feel deterred by it because there are people like you who can help. There are a lot of people out there who are really good at it. It doesn't have to be your absolute self skill set for rolling out a brand. It certainly helps.

Yeah, but you can find people. Totally. And I think if, if, like, if you're listening and you're like, but I'm just. I don't even know where to begin, and I'm not quite at a place where I want to go hire someone to help me with this. One of the things that we recommend a lot and I, and I, when I see someone do this well, I get really excited about it is like, look at what, look at the space that you're about to. That you're launching into. So, like, let's pretend you're launching a wellness. Go look at that space, Go look at what everybody's doing, and then think about what you can do differently that's going to make you like you personally and your brand that you're building have its own distinct personality. So in the world of wellness, you're probably seeing like, a lot of neutrals, a lot of, like, you know, a lot of pastels, a lot of, like, handwritten fonts, a lot of things that feel kind of like elegant, really, really, like soft and pretty. What if you took that and then think about what, what your personality is about and brought something that's like, quite unique and your own point of view in start there before you even go, hire someone to help you build a brand and see what you come up with. And like, a nice example of that might be the Open app. And Open. If you've been to the Open studio in Venice, they are a wellness studio meditation app. Everything looks like futuristic. It's all like, it's all like shape driven. Like even when you walk in the studio, it's like there's a big round like sunlight in the middle of the room. And they started really as like, this is a meditation app. And like what we know of meditation apps is like calm and headspace and all of those types of things. And they're like pretty blues with script. And then open is like silvers, blacks, golds, like really like deep colors. So the difference is it feels like this is like smart, interesting meditation and this feels like intro meditation. So like calm app feels like intro meditation. Not a bad thing. It's just what they are. And you can tell the people behind open, we're like, we want to be meditation for like luxury level, smart thinking type of people. And if they had just done like the same blues with like nice pretty script, it just would have felt like another meditation situation. And they've grown tremendously from like thinking about what's our, what's our person, where do we sit on their vision board and what's the point of view that we have that's quite different from everything else that's already out there. So if you can start there, you can start to think about, well, where do I want to, what do I look like, feel like, sound like, etc. In the market before I even have to go hire a brand person.

Okay, Taking a moment for a rich girl tip for you. If you're somewhere between 500k and a million and trying to scale beyond that and feeling weird, weirdly stuck right now, I'm going to tell you something that no one in your circle is going to ever tell you. You're not stuck. You're just surrounded by people who can't take you where you want to go. So we need to be honest. You've outgrown your current circle. You've outgrown the rooms that you're in. And probably a whole lot of the advice that you have been getting is only going to have you regress or keep you stuck exactly where you are. So rich girl rule number one, proximity is a power move, you guys. You can't scale from asking people who haven't built what you. And number two, if you're the one mentoring everyone, you're in the wrong room. So trust me, Chris and I have learned this the very expensive way. I have to tell you, this is going to hurt. We once paid 75k each for a mastermind where we were the Most successful people in the room. Cute for our ego, terrible for our business and our pocketbooks. That was one of the most expensive, expensive lessons we've ever had to learn. No one was stretching us. No one had the answers that we really needed to scale. No one was putting playing much bigger than us. And we will never do that again. You guys, everything changed when we finally got into the spaces where people talked investments, systems scale and hiring like CEOs. Not just hustling more rooms where conversations literally collapse. Timelines, you guys. And that's why we created the Elite Entrepreneur Mastermind. It is two, three and a half day luxury in person retreats with incredible experiences and it's monthly challenge solving calls. It's direct access to Chris and myself. It's a curated high level network where money moves faster because everyone is thinking so much bigger. Thinking big and making millions of dollars is the baseline in this room. So if you're ready for that type of room that finally matches your ambition. If you're done being the biggest thinker and pouring into everyone in your space and not getting poured into, just go to Instagram and DM me the word apply. Or you can go to show notes and you can click on the link below that says Elite Entrepreneur Mastermind. I will send you all of the details and there we can book a call if you have more questions. You guys, don't forget about rule number three is to not wait for your circle to elevate you get in the room that literally upgrades your entire identity. And we also have the mentor collective Mastermind if you have not hit over 500k yet. So go and check that out. And I am so excited to spend time with you in these incredible in person rooms next year. Okay. So 2026. Definitely with just the, the change of algorithms and the tick tock ification of algorithms. Like you really need to have a point of view.

Yeah.

You really need to stand out.

Yeah.

You. Otherwise you're literally just a vanilla ice cream cone that everyone's scrolling.

Seriously.

Like it has gotten, it's real this year.

They're just algorithm wallpaper for sure.

That's all we're talking. So I mean I'm, I, we see it and we work with so many different businesses. You do too.

Yeah.

And it's like you really have to, have to get a point of view on.

You have to.

And so what would you say for like this next year and potentially moving forward?

Yeah.

How do we stand out? Like what?

Yeah.

What does that look like?

Yeah. You, you're so right. Like if you don't have a point of view, you, you're just, you're done. You're like dead in the water. So the three, when, when we work on social, we have our clients think about three things. So we think about what value are you bringing, what vibe are you bringing? And then what can you say that has viral worthy potential? And that's usually where that point of view piece comes in. And usually that part's a little scary because it's like, well, if I say this and I really believe this, then.

Like I'm talking about that.

Yeah, like it might be bad attention or maybe, you know, maybe I'll land on the right side of the algorithm and people will agree with me. It's 50, 50, you just don't know. But if you can do the, if you can do that, you can do those three things like have, have great value for your people, but that's just not enough anymore to just be providing great value. Have a vibe. You better like have a look, feel an energy. It has to be novel, it has to be you. It cannot just be the same thing that everybody else is doing. You will blend in so fast if you try to do that. So you gotta know your vibe. Like know your, have a vibe, have one, whatever that needs to be. And then have the hot takes, have the point of view, the things you're gonna say that make you uniquely who you are and say them, say the things. And so if you can do those three things, what I, what I typically see is people will come in for the viral take. Then if you're bringing that like value, then they're like, oh, but actually she said a lot, they do a lot of things that I'm also like getting something from. And they like the vibe. Well now, now you've got a, at least you have a fighting chance. But those things you've got to think about. And then the other thing, which is something we spend a lot of time on is what's your lore? And I find that people really, founders really struggle to know their lore. What makes you the person to look to for this thing? Like, and back to that really easy Spanx example. We all know Sarah Blakely's story. Like, we've heard it. She was selling fax machines, she was trying to wear, she was trying to like wear suits and dresses that like, she felt like she didn't look great and she wanted to be able to do open toed shoes and not have to wear hose with open toed shoes. So she cut the, cut the legs off, started doing that and then was like, oh, I think I'm gonna make this thing. Found a factory. Who like the factory owner's daughter was like oh dad, I think this is a good idea. You should like do this. She had like $4,000 built. The business started like, you know, selling to Nordstrom's just by like walking in and like you know, doing the thing. We've heard that story. That's her lore. Like that's the lore. So you've got to really know what yours is and people have to really buy into like okay, what's this person about? And do I want to get invested in like where they just came from? So I think like getting those that vibe value viral worthy piece, right? And then really having a story that people are like, yeah, I'm into that.

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Yeah.

So I am trying to. It's, It's. It's interesting because I'm trying to figure out what that is with Glocey right now. And I'm sure. Well, I think I'm this person for these three reasons. But what's the one? Because you need to be able to repeat it back just like we all can. Every. Just about everyone listening can tell you the Sarah Blakely story. And there's a reason for that.

Right.

It's perfected. She probably. Maybe that wasn't the original story that she's like, here's why I'm making it. Maybe it was like, I don't like how my thighs stick out of this dress. And I. You know what I mean? But that other story hit. So I think there's so much because I know I used to get so overwhelmed and like, I don't. I don't know what that is. And how do you figure that out? This stuff takes so much testing, and.

You have to talk it out.

You have talk it out.

I mean, go be in rooms with women just like you just said, and talk about what you're creating or what you've built or what your products are or what your story is. And notice, like, what do people get excited about when people introduce you? What do they say about you? Yeah, and we get. We're so like, close to our own stuff that it's like we. We cannot half the time, like, even kind of see the things that, like, light other people up about us. So if we can, like, figure that stuff out when we run our cult brand blueprint accelerator group, it's one of the things we have them where it is. The thing we have them work on first is what's their founder lore. And it's interesting to see how much women really struggle with, like, getting that into, like, a packaged up thing, because we've never had to do that. And we kind of don't want to, like, we don't want to, like, humble brag so much.

So what makes you special?

Right. Well, I just want to help people with this. And like, I always tell my. My women in that program and I'll tell everybody that's listening, like, don't. Don't tell me how you empower people. Don't tell me what you're passionate about. Don't use those types of words at all because we just, like, glaze over at that. Those types of, like, words like empowered, passion, you know, just inspired. Like, oh, I. I just love inspiring women. Like, if I came and sat down and said, lori, the reason my. I started my brand, my company, is because I just really love inspiring women. It's like, everybody. Everybody listening's like, I think I'm gonna listen to the next episode with whoever she has next because, like, that's just not enough anymore.

Yeah. And you don't. You don't even know what that is. We see that so much with especially just. Just personal brands or coaching. It's like, you cannot put you empower women in a bio. Like, how. What does that look like? Who. What's the problem? Like, there's. You just blend. You literally just blend in. And it's like, people are actually so sick of it and so over it because you don't know what it. You don't even know what it means, like, at all. You couldn't even start to guess what.

Because it really doesn't. Yeah, it really doesn't have. It doesn't hold any value for anyone because they're not, like, they're not like, I'm looking for empowerment today.

We always say that. We're like, did she wake up and roll out of bed and go, I'm just looking for an empowerment coach who.

Can be that for me because I'm not inspired. Like, we know if we're not inspired. But the thing we're not saying is, please someone come empower me so I can. Like, we're like, I need to make more money. I need to find better friends. I need, like, cooler relationships. I, like, want to travel more. Like, I, you know, I want to feel sex. Like, whatever it is. Like, there's a thing. There's an outcome you're looking for, and whoever it is you're going to hire in that world. And a coaching world, for example, has to be able to show you. This is how I take you from where you are right now to getting sexier or getting wealthier or getting happier or getting better dates or whatever the heck it is.

Yeah. Okay, so let's talk in terms for people in more of the coaching or digital space that do multiple things. Things like, they truly do really well at coaching in multiple departments.

Yeah.

I really do believe it is, like, a singular message focus, though, to attract people top of funnel. Like, what is the main thing you do? One of the biggest struggles that I see all the time is they're like, yeah, but that's not just what I do. So it's so hard to lead with that. You know, it's so hard to almost, almost. Like how big brands just have one tag line? Yeah, they, you know, Estee Lauder might do a million things and have, you know, skin care and makeup and all the things, but they're probably like, they're leading with one through line tagline that someone across the entire world could be able to tell you. So what would you say for people who are in the multi faceted businesses and they can help you with multiple things? Yeah, how do you say, figure out the one thing you lead with?

Yeah, that's. It's such a good question. And like, and, and the Estee Lauder example and one that we all know is, is Nike. Like, what is Nike? It's just do it. They sell tennis shoes, they sell, you know, clothing, they sell, they sell all sorts of things. So I love that question because I think this, that's where you have to start thinking about what is my community language and can I create language that my, my people, whether they buy this program I have or this program I have, and I'm doing all these different things. What's the overarching language that they will identify with? And I'll give you an example. We, in my community, we started testing, and you got to test this too, because it's like you might come up with something, you think it's really great, and then no one's like, it's not sticky. So one way to think about it is like, can you come up with something that's like a little bit, maybe even opposites, like in the, in the words of really? I'm going to share my example in a second. But one that I see that I notice, like, gets a lot of traction is her name is Amy and her handle on Instagram is Lazy Millionaire. She gets so much traction because it's like, wait, you can be lazy and be a millionaire? And so then she sells her programs and she has a manifestation program and a course creation program and a social program. She's all these different things, but everybody wants to identify as in her crew and her in her customer list as a lazy millionaire. So she can just say, like, this is how you become a lazy millionaire. And then you can buy any of the many things that she offers. So in our world, one of the things we started playing with a couple years ago was that we're no gatekeeping smart girls. And so all these women would come in and sometimes men too, and they're like, I want to be a smart girl. Like, I want to know what's like. Like, what's not being gate kept. Like, I want that stuff and I want to be a smart girl. So then we could sell a retreat, we could sell a course, we could sell a mastermind. And it's all under the umbrella of, you're going to come here and we're not going to gatekeep, and you're going to be a smarter girl than you already are when you leave. So you're going to know some stuff, whether it's like, it's like how to build a funnel or how to create social or how to. How to map your brand language, but it's all through that lens of like. Like being a smart girl. So the long answer to that, where I'm like, really getting to is like, figure out what the identity is that people will really connect to, create language around that. Then you can sell all the things underneath that as people come in and really identify with what that is.

Okay, love that. What is your, like, definition of success for yourself right now?

Gosh, it's changed so much also, like, it does once we're in our 40s, right? We're like, oh, life. Life has a very different lens when you're in your 40s.

My God, way different than I even expected. Yeah, it's a whole other podcast for us. Yeah, we could totally just dive right in there, right?

We really could. We really could.

Yeah.

I think success for me now is am I creating the spaciousness to live the way I want to live? And it's like, I say that as I'm launching a beauty brand. So it's not like I'm like, doing that actively today, creating a lot of space, but I am ultimately in charge of my life. You know, I. I've created a company that I get to decide what it looks like. And ideally, I'm doing that again with the second business. So I think, like, having that spaciousness, it's certainly. It would be a lie for me to say. Like, it's like, I work until 2, and then I have the whole afternoon off. Like, that is not my reality right now. I have a membership group called out of Office Club. And like, everyone in that group, like, the definition of success for the group is that we get to live out of office lives. It doesn't mean we're not working when we're out of the office, but we're like, getting the spaciousness of, like, really having Having the choice to be wherever we want to be, to travel to, you know, to be with family, to be with friends, whatever that looks like. So that, that's, that's probably what my definition of success looks like. And I'm also thinking, I mean I am still highly ambitious. I'm thinking about like what does, what's going to happen in the future with this brand. And so I'm working on attracting investment money and I'm thinking about like what shelf retail shelves are going to be on in the future, in the near future. And so there's those like success markers. But what I see at the long end of that is more spaciousness for myself.

Yeah, I feel that that's my, that's my goal, future goal. I'm not definitely now, but we're working towards and I am enjoying it like it's, it is a lot. I will say it's like more than I've ever experienced right now with the product just right exactly where we're at too in a fundraise. But I also, I think the beautiful Thinging about your 40s is like being able to go, okay, I, I know this is for my evolution. I attract this. Everything that's happened that was hard has only made me better. So now we have a bunch of evidence at this point in our lives, which is great. Yeah, yeah, let's talk about that just for a second. Because I think there's so much pressure on women and men as well. But it's like now we see all these 20 year olds who are popping off because the content that we're seeing is the successful content, which makes us think everyone's successful. We're not seeing as much. This is also really important for you guys to hear because we're not seeing as much of the people kind of just getting started because that content's being muted. They don't have it on diet, they don't have it on lock yet. They haven't figured that out. So we're seeing a ton of successful content from 20 year olds starting things and founders blowing up everywhere and then 30 somethings who are doing incredible things. And I think there's a lot of 40 somethings that when women are coming to their 40s, they're like, is this the end of it or do I have this opportunity to reinvent, to start a product, to start a business? What advice would you give to a woman in her late 30s, early 40s, who's like, is it too late for me right now?

Yeah, I would be like, fuck, no, Absolutely not. And you have all the lived. The lived knowledge, the wisdom that you just don't. You cannot collect, that you can't collect it any other way except for living and having the. Having the time in the world. And I mean, I really believe, and I'm starting to see this, and I know you probably are too, that like, the next, next hot founders, creators, the, like, you know, I'm using air quotes, as I say influencers, because they also mean, like, thought leaders. Absolutely. Will be women in their 40s and 50s who have so much lived experience, who've worked in multiple brands, environments, had companies that have had success, had. Had companies that failed, like, just have this, like, really, like, deep wealth of knowledge. I really think that's the people we're going to be looking to. And I just think it's like, I think it's so cool when you say it. Maybe it's because I am in my late 40s, but I think it's so cool when you see a woman who's like, you know what? I've lived all this time, and, like, I have an idea, and I know it's a good one because I've spent all this. All this time living, so I'm actually going to go out and create this. The other thing that happens, I think when you can do that is there's the probability that you can move with a little bit more of, like, your own. At your own speed and make your decisions in a way that, like, you feel really grounded in them, whether it's because you're putting your own money into the thing and you don't have to, like, have to move in the same way you might have had to move if you had done that thing in your 20s, but you just have a different level of, like, ability to sit with things, to, like, handle things. So, yeah, if someone was like, you know, I. I left my corporate job when I was 30. I guess I was like, 36 when I left my corporate job, and I had a lot of people being like, that's so brave. And I'm like, dude, I think I'm just, like, getting started. Like, what are you talking about? Yeah, my parents were definitely like, what do you mean you're, like, leaving a VP position? Like, isn't, like, the next level? Like, like, isn't that everything? And I'm like, if that's everything, like, this is a very boring life. Like, that's not, not. That does not feel great for me. So I would just encourage you to really think about what's going to light you up for the next part of your life and find a way to go for that thing.

Oh, it's so empowering. And I think there's. There's so many gifts in your late 30s and 40s. I can only imagine what comes in our 50s.

Yeah.

Because exactly what you said. I'm like, oh, my God, if I would have had this business even in my 30s, like, earlier to mid-30s.

Yeah.

You're so much more reactionary. You just are. You just haven't had the ability to know that sandwiches come multiple times a day.

Yeah.

And that they're not like, you're gonna get through it. And it's actually what entrepreneurship is, is just problems.

Yeah.

And, like, you just solve problems all day.

Yeah.

And I think if I would have really fully understood it at, like, a grand scale, it would have been. I just didn't. I didn't have. I didn't have the experiences yet to. To. To let that emotion.

Yeah.

Like, to make decisions from a place of, like, regulated emotion.

Totally. It's. It's interesting as we're recording this episode, we just went through the. The whole round of the 30 under 30s of the year just all happened. And I'm in a lot of, like, circles where women that I know are, like, getting those awards. And. And it's like, you know, I look at that stuff and I'm like, it's so incredibly cool that they can have the depth of knowledge that they inevitably are exposed to today that we had no chance of getting when we were in their shoes. And at that age. I think that's amazing. And I also sit and think about, like, If I was 28 and I was getting an award like that for something I had built. I just don't know, like, thinking about myself personally, would I then want to, like. Like, would that. I don't know. How would that feel for me? I would feel so. So, like, tied to having to do that thing for some long haul or sell it. And that would be great if that's what happens. But I. I'm just like, I'm so glad I don't have to, like, think like that or worry about that, or I can just, like, do what I want to do. I can pivot as much as I want. I can build this company. I can now build this company. And I. I'm. I'm like, kind of. You can't like me up, really. So, you know, if I can, like, if I can sit in that chair, that's the chair I want to be in now.

Oh, my gosh Yeah. I think there's a lot to being able to pivot, try a bunch of different things. And no matter, no matter what age you are listening to this, like, I do think having that mindset of being able to go, this could fail.

Yeah. And, and that's okay.

Yeah. And that's okay because you. Everything changes so fast. Like, literally everything can change overnight. And I think it's, I think it's like having this mindset probably much exactly like you have, of just knowing, like, if you got one idea, you're gonna get other ideas. And if you can solve one problem, you can probably solve a lot of problems.

Totally.

You've lived a life, you've made it this far. You've solved a lot of problems you haven't even thought of.

Yeah.

And it's just, it's thinking in a different. It's thinking in a, in a different way. So, you know, we had kind of talked about when I asked you what, what you are excited about or what you love talking about, you're like, you know, just doing you, like, what does that look like? What does that look like for you? Like, what, what's given you a lot of freedom in your life? I'm guessing this has probably come in your later 30s and 40s as well, of like, what is doing you mean to you? Why is that important?

Yeah, I, it's, it's so true. It is. The thing I really love thinking about and talking about is like really getting clear on. The word I just used was like, like, like what lights you up? Like, what gets you excited? Where do you want to spend your time? I think like for me personally, when I was younger, I cared so much about, like, was I in the right room? Like, was I invited into the conversations? Like, that stuff really, really mattered. And I, we lose track of who we are if that's the stuff we're always thinking about. Like, if we're always thinking about, like, how do I, how do I, how, how am I perceived? Or how do I get perceived in the way that I want to be perceived? We're also living in an era of social media is the thing. And it's like, so we have. It does not matter who you are. You are inevitably playing some version of you on social media. Like, we none of us are like authentically. Like, we just live every day on social. We just can't be because we, you know, you don't. Your life doesn't exist in like 45 second clips. Like, it's just not how it is. So, you know, I think, like. Like that. That taking that time to really discover, like, what are you really interested in? What are you excited about outside of the stuff that makes you money? Do you have hobbies? Do you. Is there, like, art or music or, like, beauty that you enjoy that's, like, not connected to anything that, like, that's. That's gonna get you paid tomorrow? If you can, like, figure out those things about yourself, what do you. What do you love about the people you spend time with? What do they love about you? Like, like, what are the things you like to do together that have nothing to do with how you appear on social media or how you. How you make money? Like, that's the stuff that inevitably is also going to just make you a better leader in the long term anyways. So that's the stuff I like to think about and talk about. And, you know, when I'm hanging out with my friends, like, I. Who many of them do much of the things that we do, but it's, like, so much more fun to, like, get to spend time just, like, really, like, thinking about those things.

What are. What are some of the things that are lighting you up right now? I know you love your business, you love your product, which I'll ask about in a minute, but what are some things that are really helping you just feel a little more, you know, like, your. Like, your life is fun. Yeah. It's multifaceted rather than just business.

Yeah. So, okay. Anytime I share some of these things, people are like, wait, what? I'm, like, a massive motorsports fan. Okay.

I love this.

Yeah. So that's one thing that I'm, like, I get excited about knowing that, like, I'm creating, like, a possibility of, like, getting to go to the next, like, F1 race.

Like, yeah, that's so fun.

I am. I. I read a ton. Like, I'm. My husband and I are both, like, massive, like. Like, book nerds. And we have, like, a book club with our family with, like, with, like, the siblings, and we all, like, read books together. I love that. It's. When I think about, like, the people I, like, want to spend time with, it's like, I want to talk about the books we're reading. I want to go somewhere cool. I want to talk about the sports we're watching. And, like, do I ever talk about sports on the Internet? No. But I'm, like, such a. And a part of me is like, I just love a good competition, so I'm like, I just want to, like. I want to talk about that stuff. Like, the One that everybody kind of knows about me is travel. I mean, I love traveling. That's very much like I'm, I'm living for like opportunities where I get to go cool places. But you know, those other things I really, really get excited about too. Art. I love art. I love spending time talking about art. My husband's so damn cool. He just enrolled in a college oil painting class. Wow. This semester. This semester, yeah. And was like, you know, he was like, I'm 20 years older than everybody else in the class. He's like, but he's like, this is so much fun. And I'm like, I want more of that type of stuff.

Learning, like, learning. Learning something maybe you didn't even expect to like, like enrolling yourself in different things like that. I, that hugely lights me up. And I think for, for a lot of my friends and a lot of business people I know, like, it's so helpful getting out into something so different like that. Like I'm literally looking at, I've gone to break dancing class with 14 year olds. That was awkward. But I definitely did it. And it was, it was fun and crazy and it was great stories. Looking at an adult gymnastics class right now. I did a circus class. I'm very like physical.

Okay.

My favorite thing to do is like wakeboarding. Wake surfing.

Yeah.

So that it helps my creative brain, number one. It helps things shut off. Because a lot of you guys, people in business, women especially, because our brains are wired to constantly bringing everything in in our environment to be like, is it okay? Is the child safe? Are we good? Like, yeah, we're always thinking. So I think those creative things like that, like, and just even being into other things are going to help you do just shut down for a minute. Because I don't think ideas come when you're in your business.

Yeah.

It's like very rare.

Yeah. And when I say like reading, I'm for clarity. I'm not saying self help and business books. Like I'm like, go read a good romance novel. Like, like do some things like that that are just fully taking you out and like giving you just like a different, just like a different place to spend a little time.

I totally agree.

Yeah.

And it's so I, I am in it right now with business. And it's been, that's actually been challenging because that's it. It can shut down those portions of your life for a hot second. But this is a great reminder for me.

Yeah, same. You know, I have to do, do the same thing for, for myself and I think we, it's like, it becomes a practice. It's like really? What? Like at my house we have a ritual which is race day Sunday. So we watch the race on Sunday mornings. And then I may have to go do a bunch of work and like catch up on things and like, like. But like that, that's time. We're gonna like, watch the race. We're gonna have our coffee, we're gonna make pancakes. They're usually banana pancakes. That's what we're gonna do. And that's time. We can be together. And then we maybe have a bunch of other things to go spend time on. But that's okay. We're just like making that connection time. And it's the time that I will commit to turning off all the other things you got.

You gotta work it in. Yeah, you have to work it in or you're gonna, you're gonna hate, you're gonna start resenting your, your job, your life and what you've created. There are so many challenges to business that I don't want starting to be one of them for you. And when you want more, when you're starting a business, you need Northwest Registered Agent because you get access to thousands of free guides, tools and legal forms to help you launch and protect your business. And it's all in one place. You can build your complete business identity with Northwest today. Northwest Registered Agent has been helping small business owners and entrepreneurs launch and grow business business for nearly 30 years. They're the largest registered agent and LLC service in the US with over 1500 corporate guides. Real people who know your local laws and can help you and your business every step of the way. You can sign up for free account to begin managing your business hub with lawyer drafted operating agreements, bylaws, resolutions, membership certificates, bills of sale and more at no cost. Northwest makes life easy for business owners. They don't just help you form your business, they give you the free tools you need after you form it. Like operating agreements, meeting minutes and thousands of how to guides that explain the complicated ins and outs of running a business. And let me tell you, this is life changing because I had no idea how much went into this. So don't wait. Protect your privacy, build your brand and get your complete business Identity in just 10 clicks and 10 minutes.

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Visit www.northwestregisteredagent.com earn free and start building something amazing. Get more with Northwest registered agent at www.northwestregisteredagent.com forward/earfree. So I want to know about your products because you're Crazy enough to do it.

Yeah, I really am crazy.

Yeah, I feel you. I'm sitting here. Like, I'm sitting crazy. Yeah. Make me feel normal. Tell me why. I mean, tell me what it is.

I think this is, is why it's going to work is because we're not. And we're just like, going to just make this happen.

Yeah.

I mean, after spending a decade plus working in the beauty industry, it, I, it really had not occurred to me that I ever wanted to start my own brand. And then I spent all this time working on brands and I'm like, but what would I create if I, if I were going to create something? And I, I promptly sat. I, like, had that floating in the ethereum.

Yeah.

For a minute. Like it was definitely there. So then I really started thinking about this more seriously. Maybe four, four years ago or so. And it's, you know when someone says out loud, oh, I just, There was like this hole in this, in, like the skin care space, and I had to create this thing. I'm like, that's not true. There's no holes in the skincare space. There's something for everyone. But I, I, what I really was thinking about was, okay, what is the, what are the products that I need at this point in my life?

Life.

And being someone in their 40s with the lifestyle that I have, which is like, I'm on a plane or I'm outdoors, I'm in the elements, and what sort of, like, what result do I want to have? I have really sensitive skin, but I want to use retinols. I want to use the tretinoins. I want all that stuff. But, like, whenever I do use it, like, my skin's irritated and it's like, the retinol burn is terrible. Yeah. So how can I create something that, like, that answers the things that I need and also fits my lifestyle, which is like, it has to, like, fit into a travel bag. It has to, like, it has to be able to go from, like, beach to, you know, city street, to plane. It all, it all has to, that all has to go together. Yeah. So I, that was kind of where I was sitting, like four years ago, thinking about all of those things. And so I started just looking for a chemist and was like, I don't know what the first product's going to be, but I feel like it's a serum. And I feel like it's something that does what a retinol does, but it has to not, not be something that you can't be outside or you, your skin's going to be irritated. So after a lot of work, I found a really great chemist in San Francisco, started building the first product. It's a serum, it's a hydrating serum, but it's also really balancing. It has proprietary ingredients in it that we have a CLGC Moss fetal retinol. So it does what a retinol would do without the retinol burn. And it's like allergy space. So it's like super, super hydration. Like the easiest like marketing way to explain it. It's like the aloe you'd slather on your face after being in a, in the sun as a kid. But if it had anti aging ingredients and wasn't sticky and gross.

Oh.

So it's like that's the first serum. And, and I just, you know, I love, I love living in California. I love the, the vibe. I love the like experience. I'm not a surfer, but I love like being out in that like environment. And so the brand is like, that's all reflected in like what the brand looks and feels like too. So the brand is called Casa Noon. We're launching with that first serum. It's called Sabbatical and it's, it's, it's like badass. I'm so excited about it.

I'm so excited for you. Yeah, it's a big deal. It's a big deal. And you're, you're pre launch right now. We're pre launch right now.

We're very close. And yeah, it was three year process. Yeah.

Really.

I mean we, we got all the way to launch of product one about a year and a half ago.

Okay.

And then I realized there was, this was before the chemist that I'm working with now. There were some things I realized like I just didn't feel great about that. We had done packaging was one of them. I'd made this like massive mistake of, of thinking I wanted this like beautiful glass bottle that was gonna like live on people's shelves. And then I like did my own like the work I do with, with my clients, I did it on myself kind of a little bit backwards. Where I went and built the, built the packaging before. I did that work.

Yeah.

And was like, dude, you are a constant traveler. You can't have a glass bottle. Like what are you doing? You're gonna have to now transfer the product into a travel bottle. Or like this. This was wrong.

Wrong.

Like you did this wrong because you thought you wanted something beautiful that's just gonna like sit in the bathroom and that is not your life and it's not gonna be the life of the women that are gonna use this product. So we had to like scrap that. And the, the component that was really important to me was having that proprietary what has become that CMOS C algae blend which I didn't know how to create. And I was trying to find the person that could create and I didn't know how it would be created and I just wasn't landing that. And I had kind of like accepted what I had got until I was like, no, the packaging's wrong, the product's wrong, this was very expensive, but we need to stop and start again. So did that about a year and a half ago. And this is why you have to be crazy to do these things and start it again.

So no, that stuff and that stuff happens all the time. I mean I started a full company before this. It pivoted because I realized I never really thought, thought through my skill sets and the way that this product would be marketed. I had started, you know, this glossy was originally something called light pink. It was a non alcohol, I remember light wine spritz. And if I would have gone back, I would have done an exercise much like what you're talking about that said, you know, there's so many exercises you should do before launching a company, but one really should be like, like what is your skill set for marketing? Yeah, like what, what are you able to do in the company that is like the biggest asset to the company and that for me was marketing. And unfortunately with alcohol I can't market the way that I know how to cuz I can't run ads to it. You can't talk about alcohol on certain things. Like there were so many, so much red tape that I was like, I just took away one of like, like the biggest needle movers in the way that I know how to make money that I, I'm no longer like a huge asset to what a company where I could be a massive asset to a wellness company. Like I have proof of that in my life. Yeah, you know, I, I've already done that with a product that was a wellness product. So for people listening, it really is like, you love skin care, it's what you came from. And then one of the main things that you realize is you're like, like wait, this also needs to fit into my life because one of the main ways you're going to talk about it is that you can use it for traveling. You can, it's so like easy. It goes everywhere with you throw it in your purse for the beach ever, you know, all of these different things. And I think that we can get very, like, excited about how something feels like I've gotten so caught up in, like, oh, that looks so luxury. I wish my thing was like that. Like, let's be real, Lori. Like, how are you really, throughout the day? Like, yes, you have these multiple sides of you, but what. What is it about your life that makes you want to grab something and then the consumer who you're talking to and your audience and all the things. So, yeah, very important exercises.

Yeah. And I. That's exactly what I did. I was like, this bottle is gorgeous. It's so luxe. It's, like, gonna be. Everybody's gonna take pictures of it for their Instagram. And it was all that. And then I was like. I mean, I brought it with me on a trip, and the damn thing broke. Like. Like, the inner. Like. Like, like, stopper thing broke. And I was like, I can't. What? Like, if this isn't a sign that I have done this wrong, then I don't know what is. And so I. I really went and, like, the next move was like, I need to get the right advisors to help me really define what. Not the brand piece. Because then I got. I was like, I did. I did this to myself. But I need to. I need someone who can help me with packaging and not just me being like, oh, that's a pretty bottle. I need someone who's like, like, no, this is. This is what the level of. That this brand deserves. So let's get. Let's get the right packaging. So then we went to South Korea, got really great packaging because they're like the innovators of skin care relationships. I never could have gotten on my own because I had never done that before. So, you know, the. The big lesson was, like, get the right people to get your back. Help them, like, if they see your vision. That doesn't. That part doesn't have to be tremendously expensive. If somebody really gets your vision and give it the time that it needs, which I feel like now is the theme of this conversation, but give it the time it needs to get it really, really right.

Yeah. We want to rush things, and it just.

There's.

Things cannot be rushed. And it'll. It'll show you.

Yeah. Yeah. So now I'm so excited because I'm like, oh, it's. It's great. And I'm thrilled.

Yeah, I'm so excited for you. So where can. When are you launching?

Yeah, so we're launching mid January, end of January. Ish. Sometime in January, we're launching D2C. We have some really great retail conversations that are already in the works of which I can't quite yet talk about. But we'll have some really cool, very aligned retail partners coming pretty quickly behind that. But you'll be able to buy it@casanoon.com, which is C A S A Casa Noon, like the time of day.com. and the first product is our sabbatical serum, the hydrating serum. We've got some really cool, like, fun merchy things, too, Beach Club merch that's already available. And, and it's been really fun to see our community start to, like, buy that stuff and wear that stuff. Getting excited about the product.

How fun. Well, I will link everything up below. Thank you. So we have that all in the show notes. We'll have it for the product. We'll have it for Wee Wee Studios.

Awesome.

We'll have your Instagram down there so you guys can all just scroll right down and check it out. If you want to work with her, if you want to see what I'm raving about, if you want to see the Instagram that. I mean, she gives so much value on her Instagram alone. I've gotten, like, immense value just from watching your Instagram. And I've also bought one of your products, which was great too. So thank you. I'm so grateful for you. Thank you so much for coming on the podcast.

Thanks for having me. It's been so fun to get to hang out with you, Lori.

Oh, my gosh. These are. This is my favorite thing to do.

Totally.

All right, well, until next time, earn your happy. Bye, everyone. Sam.