I’ve worked with Fortune 500s, mid-sized businesses, and ambitious startups. The industries vary, the budgets vary, the deliverables vary—but the one thing that consistently lights me up?
Working with founders.
There’s a rawness to it. An energy. A sense of creative momentum that’s hard to find anywhere else. When I work with a startup, I’m not just collaborating on a logo or building out a website—I’m connecting with the person who built the business from scratch. The one who took the leap. The one who decided, “This needs to exist, and I’m going to make it real.”
I know what that feels like. I’ve been there myself. And that’s why those projects are the ones that stick with me long after the files are delivered.
Working with established companies has its perks—structured teams, clearly defined roles, robust budgets—but when I’m brought in, I’m usually collaborating with a VP of Marketing, a Director of Sales, or an entire department. They’re often brilliant at what they do.
But here’s the difference:
They were hired into the role.
They didn’t build it.
Their connection is professional.
My connection to founders is personal.
It’s not just business—it’s belief
I recently had a conversation with the founder of a fast-scaling SaaS platform in the logistics space. It wasn’t a paid engagement—just a conversation to see where he was at with his brand. Within minutes, I could feel it: he was in it. All in.
He walked me through a highly technical platform he’d built from the ground up. His ecosystem was smart, scalable, and solving a very real problem. But what really struck me wasn’t the tech—it was the conviction. The clarity of purpose. The passion for what he’d created.
He wasn’t trying to impress me. He was simply sharing what he’d built—and you could feel the shift in his energy when he did. That’s what lit something up in me. His passion came through, and it sparked mine.
That’s the spark I look for in every project. That’s the connection I build my work around.
When a founder is clear on their mission, and I’m clear on how to translate that into a brand—something powerful happens. The work stops being transactional and starts becoming transformational.
But here’s the catch: passion alone isn’t enough
I’ve found that the same passion that fuels your business can also make it harder to talk about.
We want to tell people everything—every feature, every detail, every reason it’s the best thing on the market.
But that almost always leads to one thing: information overload.
When the message is too full, it doesn’t land.
When it’s too technical, it alienates.
And when it’s too focused on what excites you, it misses what matters to them.
And that’s where so many founders get stuck.
Coming next: how to make your passion resonate
In my next post, I’ll dig into this challenge—how even the most visionary founders struggle to communicate their value clearly, and what you can do to fix it. I’ll share the messaging mistake I see most often (especially among technical founders), and how I help clients go from overwhelmed to aligned.
But for now, if you’re building something you know is game-changing—and struggling to articulate it in a way that gets people to lean in—I’d love to hear from you.
Let’s get your story working as hard as your product is.
Get in touch for a free consultation →