“I’d say we are an anti-agency in the sense that we’re the first to call bullshit on an idea or sniff out something that feels inauthentic. We have a process called the ‘grain of truth’ where we start with a brand and try to find out their heart and soul to determine the key differentiators of who they are. From that, we build out the strategy and community that’s going to be most connected to them and have the most affinity for the right reasons. We always start with the guts of what makes them them versus what we think others will see in them. No matter how old these companies are, they need to do a heart and soul check in the modern-day context we’re living in now.”
“The biggest risk I’ve taken in my career was quitting my job with no promise of what would come next. I quit because I wanted to see what else was in store that wasn’t obvious, and Lovesocial turned out to be my dream job. No one can really define what’s good for you. We’re always told what to do, so breaking those rules and going outside of your comfort zone is the only way you’re going to learn what really matters to you.”
“For me, not being a destinations-thinker is challenging. As an entrepreneur, your life is always in-between, [meaning, you’re] thinking about your next client. So, embracing the gray areas is something I’d like to do more. I’m afraid that if I’m not present in the process, I’m going to blink and the whole thing is going to disappear. The in-between takes a lot more time than the destination, so if you’re not present you might miss the whole journey, which would be a damn shame.”
“I think I’ve been lucky because I didn’t have any preconceived notions of what I was supposed to be doing. The whole idea [with Lovesocial] is that you don’t have to sell yourself. Just tell the truth. And, if that resonates with you, then you’re the client we want."
“When I was in Vancouver, I was called into a lot of meetings where I would show up and they’d be like, ‘Oh, is your boss going to attend?’ And, I’d be like, ‘Nope, you’re looking at her!’ I’m a big fan of not letting those moments get in the way and using those opportunities to surprise people. I love it when people underestimate me.”