I'm a behavioral marketing strategist. My job is to translate brand strategy into consumer psychology, and I came into it through advertising and brand strategy, working with international brands along the way.

What I really understand are the triggers behind how consumers make decisions. I found a gap in the market there, and what I want to do is help founders with strategies that spot the blind spots in their business and position their brand in a better way for growth.

When you have a business, you tend to hire a marketing agency to help with the marketing part, which is important. But what I noticed is that most marketers use a very generic, informative approach. They think about their own side, but they don't emphasize what the consumer really needs, the problems they have, the market trends, the psychology. They forget to put themselves in the consumer's shoes.

That's the whole game, because customers are emotional. We make something like 35,000 decisions in a single day, and the vast majority of them are emotional. So when you launch a product or a brand, you have to position yourself in a way that shows you understand the experiences your customers have had and what they actually need. That's how you create messaging that resonates with your target audience, and that's the point where you start to compete.

Coca-Cola. Think about why they're so powerful. They don't just sell a product, they create stories. And the reason that works is that people want to belong to a community, they want to feel more empowered. That emotional belonging is what the brand is really selling.

That's the thing I try to get founders to see. The product is one part of it, but the story you build around it, the feeling someone gets to belong to, is what makes it resonate.

Yes, exactly that. The emotional jobs, the functional jobs, the social jobs behind the decisions we make. A lot of it is subconscious. Sometimes you buy something because it makes you look good to your friends or your family.

The information is all there if you have the eyes to see it. It lives in reviews, in support tickets, in sales conversations, in everything your customers already say in their own words. It's unstructured and qualitative, but it's there. Most of the work is learning to read it.