I've spent eleven years making brands impossible to overlook. Retail media, shopper marketing, CPG strategy — rooms where a company will spend six months and real money finding the one true word it can own, because they know that being good is worthless if nobody can say what you're good at.

The idea for IMPWR didn't start in one of those rooms. It started in South Africa, years earlier, watching people build extraordinary things out of capability nobody had ever named — resourcefulness and improvisation and audience-reading that would headline any brand strategy deck I've written since. Nobody called it strategy. Most of them didn't call it anything. That was the first time I understood that the world's supply of capability massively exceeds its supply of language for it, and that the gap costs people real things: money, rooms, the chance to be chosen for what they actually are.

Then I came home and built a career watching the same gap from the other side. Here's the uncomfortable math of my profession: a mid-shelf snack brand gets a positioning war room, a research budget, and a strategist like me. A brilliant human being gets a $59.99 PDF and a poster about believing in herself. We position products with rigor and people with platitudes, and then we act surprised when the most capable woman in the building can't write two true sentences about herself.

I'm queer. I know exactly what my community can do, because I've watched us do it under pressure our whole lives. Code-switching is audience translation. Chosen family is community architecture. Coming out is the highest-stakes positioning exercise there is — audience, message, timing, consequences — and most of us shipped it as teenagers, without a strategist. Then we watched an industry offer us sliding-scale healing for the damage, and premium coaching for everyone else.

So IMPWR is the practice I couldn't find to refer people to. Five clients a year. The price is on the page. We name what you're best at — with evidence from your own life, in language that sounds like you — and then we deploy it: into the role, the rate, the room, the thing you've been circling.

The question I ask every brand is the one I'll ask you: