In my very first experience in the world of work, I’ve found myself gravitating towards a particular type of organization: the changemakers.
These are the helpers, healers, and heroes who dedicate their lives and businesses to making a difference for others and in the world.
My first career, believe it or not, was as a hair designer for a posh, high-fashion entrepreneur named Horst Rechelbacher. At first, going to ‘beauty school’ was a way of jabbing my mother, who was pushing me toward college after high school. But quite soon into researching cosmetology schools in Minnesota, I learned about Mr. Rechelbacher, and how he was much more than a hair-dresser.
This man with a funny name was the inspiring founder of Aveda, revolutionizing the beauty industry by introducing eco-friendly and natural products at a time when the industry was heavily focused on cheap, synthetic ingredients.
Horst wanted to create a new kind of salon experience, one focused on wellness and sustainability, rooted in the ancient tradition of ayurveda. He developed products sourced from organic and sustainable farms. He was entirely committed to using renewable energy and reducing his carbon footprint. He insisted on a deeply caring and personal relationship with every guest in his salons.
In addition, Horst was a philanthropist and advocate for holistic health. He founded the Horst M. Rechelbacher Foundation, which provides grants and scholarships to organizations and individuals who are working to promote sustainability and environmental healing.
THIS was the kind of entrepreneur and organization I really wanted to support. I didn’t want to just bring home a paycheck. I wanted to feel like I was making a difference for customers, the organization and the world.
I wanted to tell my mom how my decision wasn’t simply a way to avoid college. I wanted to be part of a ‘movement’ of changemakers.
Now, I’ve made a lot of career moves in my life. But every step of the way, I’ve stayed committed to helping the helpers. Beyond Aveda, here a few more of the visionary organizations I’ve worked with:
Mental Health Association
Crime Prevention Institute
I guess you could say I have a strong connection with my ‘target market.’
Even today, as a solo entrepreneur and brand strategist, when I think of my ideal client, I think of someone leading in the coaching, wellness or non-profit space, entrepreneurs and founders who want a more strategic and collaborative approach to amplifying their message, reach and impact.
I gravitate toward clients who want to be financially successful, but rarely mention profit when they talk about why they’re in business.
Who is your dream client?
Identifying your target market is about understanding and recognizing their pains, passions, and aspirations. Making this deep connection assures every branding and marketing effort resonates at a personal level. That has the power to turn simple supporters into advocates and allies of your business mission.
When you know who you’re talking to, you know how to speak their language. When your message aligns with your audience's values and needs, it transcends mere communication – it becomes a shared vision.
Civic, non-profit and B Corp organizations, as well as boot-strapping solopreneurs, learn how to succeed with the leanest of resources. By focusing on a specific group of people with specific problems, their efforts are not just efficient, they’re also more effective. It’s about making a meaningful difference, one strategic step at a time.
At every turn in my career, I’ve been drawn to serving these extraordinary groups. I’m more committed than ever. I understand the unique challenges that changemakers face in the market. I’ve seen the hurdles and celebrated the triumphs. My mission is to guide these visionaries in crafting a brand that truly represents their cause, connects with their audience, and amplifies their impact.
In serving them, I find MY purpose.
Together, we’re not just building brands; we’re shaping movements. I look forward to continuing this journey, armed with experience, empathy, and a strategy that speaks to the heart of change.