The 10 Most Influential Women in Branding & Innovation 2025

GiLLASPiE

EDITOR’S LETTER

“Shaping the Future, One Story at a Time.”

earReaders,

Whatseparatesaproductfromalegacy?Inamarketplacecrowdedwithnoise,the truedisruptorsaren’tjustshoutinglouder;theyarewhisperingtruthsthatresonate. Theyaredismantlingthecoldcorporatefacadetorevealtheheartbeatwithin.This edition,titled“The10MostInfluentialWomeninBranding&Innovation2025,” celebratesthearchitectsofthisnewera.Theseleadersunderstandthatinnovation isn’tmerelyabouttechnologyoralgorithms—itisaboutthecouragetorewritethe scriptofhowbusinessconnectswithhumanity.

Leadingthischargeisourcoverfeature,AnneGillaspie,FounderandCEOofFix &Form.Inanindustryoftenobsessedwithpolishedperfection,Anneisbuildingan empireontherawpoweroftruth.Asa “brand therapist,” sheoperatesona revolutionarypremise:thesecrettoagreatbrandisnotabetterfont,butamore healedfounder.Bymerginghigh-levelstrategywithdeepempathy,sheguides leadersthroughaprocessthatuncoverstheirauthenticstories.Whethersheis navigatingthechallengesofbeinga “mompreneur” orevangelizingherboldmantra, “Share your fear,” Anneprovesthatvulnerabilityistheultimatestrategicadvantage. Sheisnotjustdesigninglogos;sheisliberatingthehumanstrappedinsidethem.

AlongsideAnne,thiseditionhighlightsapowerhouserosterofvisionaries transformingtheirrespectivefields.WeareproudtofeatureMaryT.MacDonald, FoundingprincipalofMACCIDesignInternational;Dr.ColleenGeorges,Founder ofRESCRIPTYourStoryLLC;DanielaJurado,ExecutiveVicePresidentforNorth AmericaatVTEX;andAmberDaines,FounderandCEOofBespokeCo.

Asyouturnthesepages,weinviteyoutolookbeyondthetitlesandaccolades.Look forthestoriesofresilience,themomentsofpivot,andtheunwaveringbeliefina betterwaytodobusiness.Thesewomenarenotjustbuildingbrands;theyare creatingmovements.

Sincerely,

Simran Khan Project Editor

10 ANNE GILLASPIE

Amber Daines 22. Daniela Jurado 30. Dr. Colleen Georges 38. Mary T. MacDonald 48. How Smart Women Leaders Stay Visible Without Burning Out 26. 34. The Only Question That Builds a Legacy (While Everyone Else is Still Stuck Building a Website)

ARTICLES

Content PROFILES

42. Why Smart Brands Never Sell—They Storytell (And Here’s How You Do It Right)

FounderandCEO Fix&Form

Anne

GiLLASPiE

TheBrandTherapistWhoHealsCompaniesbyHealingTheirFounders

Intheclean,sterile,andoftenruthlessworldofbranding,everythingisaboutperception.Itisaworldof optimizedlogos,curatedcolorpalettes,andmeticulouslycraftedmissionstatements,alldesignedtobuilda perfect,impenetrablefacade.Theindustryisbuiltonthe image ofsuccess.AnneGillaspie,however,isbuilding anempireonthe truth ofit.Sheisabrandstrategistwhobelievesthesecrettoagreatbrandisnotabetterfont,buta morehealedfounder.SheisaCEOwhocallsherfoundationalprocess “Brand Therapy” andisevangelizinganew businessmantra: “Share your fear.”

AnneisthefounderandCEOoftwostrategicbrandingagencies,Fix&Formand10toLaunch,apodcasthost,a writer,andakeynotespeaker.Butthesetitlesarejustthepackaging.Theproductinsideissomethingfarmorerare.She isa “mompreneur to 3 beautiful humans,” a “strategic problem solver,” andawomanonapublicmissionof “healing my inner child.” Sheisabundleofprofoundandpowerfulcontradictions:anempathwholiftsheavyweights,a strategicthinkerwholovestodancelikecrazy,anurturing“Relator”whoenjoyssmokyscotch.Sheisinsatiably curious,thrivesondeepconnection,andis,perhaps,thesinglemostimportantnewvoiceinanindustrythathas confusedpolishforpower AnneGillaspieisnotjustbuildingbrands;sheisliberatingthehumanstrappedinsidethem.

“

Show up just as you

are, today, and ind people and moments to be present with.

TheAccidentalActressandtheGritoftheUnfulfilled

Anne’sjourney,nowatage41,begannotwithabusiness plan,butwithascript.SheattendedColoradoState Universityand,inamovethatmakesperfectsensein hindsight,majoredinbusinessmarketingwitha minorinactinganddirecting.Shewasdrawnto thestage,totheideaofbecominga“movie star.”Butacrucialdistinctionemerged. “I quickly realized that profession wouldn’t actually fulfill me,” sherecalls. “Just the result... was the appeal.” Shedidnotwant thecraftofacting;shewantedthe connectionandrecognitionthatcame withit.

Annepivoted.Thebusinessmarketing classesfeltdifferent. “The classes became easy,” shesays, “and I felt I was learning things that already made sense to me.” Itwasinnate. Thehuman-centricstrengthsthat nowdefineherbrand, “Strategic, Relator, Communication, Empathy,” werealreadythere,waitingfora problemtosolve.

Theproblemarrivedintheformof aterriblerecession.Aftercollege, hertwentieswerealandscapeof survival.Annetooksales,marketing, andadminjobs,rolesthat “weren’t necessarily creative, but I added that creative flavor to them.” Shewas discoveringwhatshehadtooffer,and theworldpromptlytestedit.She survivedtwolayoffsinabouttwoyears. Itwasinthiscruciblethather “why” was forged. “It was the grit and ideation I was forced to use in the challenging times of finding, and keeping, good jobs, that helped frame the mindset that serves me best... in business ownership.” Shewasnotjustlearningto bestrategic;shewaslearningtoberesilient.

DogParks,Diapers,andtheBirthofaNewLife

By2014,Annehadfounda“goodjob.”Shewasina corporateroleatacompanysheloved,withan“amazing team.”Butthejobdemandedthatshetravel50%oftheyear, arealitythathadwornonherforfouryears.

Sheandherhusbandwereataturningpoint.Theywantedto startafamily,andthelifeofaroadwarriorwassimplynot conducivetothelifeshewantedtobuild.So,sheleft.

SheandherhusbandmovedfromColoradotoTexas,“for afunchangeofscenery.”Shefoundherselfinan “unknowingsabbatical,”aperiodoftransitioninAustin. Shewasinterviewingforagencyroles,butnothingfelt right.Theuniverse,itseemed,hadotherplans.Theorigin storyofherfirstcompanydoesnotbegininaboardroom. Itbeginsatadogpark. “It was at the dog parks of Austin, TX and within the new community we built a home in, where I found the people who would champion the idea of me founding my own business,” Annesays.

ThisisacriticalpartofAnne’sstory.She“neverwantedto ownabusiness.”Shewasnotdrivenbyanabstracthungerfor entrepreneurship.Shewasdrivenbyahumanneedforan alignedlife. “In talking about the work I did and the vision I had for how I wanted to work in the future, while starting a family, clarity and alignment followed, and I just knew I had to work for myself to enjoy both motherhood and the business world.”

InMarch2014,AGBrand+Marketingwasborn(itwouldlater becomeFix&Form).ByJuly,AnnehadherEIN.Theuniverse, however,wasnotdonetestingher “My first year in business was invigorating, exhausting, trying, and rewarding,” sherecounts.“We conceived our first born in this first year of business, in which I wasn’t ecstatic about, because I thought I would have more time to develop my brand prior to entering motherhood.”

Itwastheultimatetestofhernew,alignedlife.Itwastrialbyfire,asink-or-swim momentthatforcedhertointegratehertwonewidentitiessimultaneously. “God had other plans,” Annesays, “and I’m so thankful that timing happened. I learned how to work while being home with a newborn full-time.” Thisexperience,thesimultaneousraisingofababyanda business,becameacornerstoneofherpublicidentityandthecoreofoneofhermostpowerful keynotes.

TheBrandTherapistWillSeeYouNow

Anne’sexperienceasamotherandafounderdidnotjustinformherbusiness;itbecameitscentralphilosophy.It solidifiedhercorebelief: “Businesses are not unique, the people behind them are.” Thisisthefoundationalprinciple ofFix&Form,anditiswhatseparatesherfromaseaofcompetitors.Sheisnotavendor;sheisa “brand therapist.”

Anne’sprocessbeginsnotwithmoodboardsormarketresearch,butwithconversation. “With our Brand Therapy starting place... Anne’s method of talk therapy, to dig deeper, with the founders and leaders of the brand, really pulls the juicy goodness of the brand to the surface,” thecompany’smissionstates.Thisiswhereherinnate “Empathy” and “Relator” strengthsbecomepowerfulstrategictools.Sheisnotjustlisteningformarketingkeywords;sheis listeningforthehumanstory,thepain,thepassion,andthepurpose. “We don’t skimp on meaningful storytelling and depth,” Annesays. “which finds and connects our brands to their tribe.”

“

Businesses are not unique, the people behind them are.

Theentireprocessisadeliberate,human-pacedjourney.Ittypicallytakes threetofourmonths. “It all starts with brand therapy, a series of sessions to probe, discuss, uncover, and align the brand,” Anneexplains.Thisfirstmonth isdedicatedentirelytodiscoveryandresultsina“brandguidebook.”Only then doestheprocessmoveintothetangible:visualdesign,logos,fonts,andstyles. Fromthere,itflowsintowebsiteconceptingandcopywriting,alldrawnfromthe foundational “truth” uncoveredintherapy

Theresultsarenotjustaesthetic;theyarelife-changing.Shespeaksofarecent five-monthprojectforapersonaltrainernamedJoe.Hewasmovingcross-countryand neededtorebrandhisentirein-personfitnessbusinesstobecompletelyvirtual. Hewas stuck,formonths,onhisown.Throughbrandtherapy,Annehelpedhimevolve.They createdanewbrandname,defineditsstory,andbuiltan11-pagewebsitecompletewitha courseLMSandavirtualvideolibrary.Itwasatotalbusinesstransformationthatgavehim afuture. “Seeing and hearing his appreciation for us and the process was magical,” Anne says.Thisiswhatshemeanswhenshesayssheisonamissionto “help others heal and win.”

The10-DaySprinttoAuthenticity

AfterelevenyearsofrunningFix&Form,Anne,atrue“Strategic”thinker,identifiedanew gapinthemarket.Herdeepdivetherapyprocesswaspowerful,butitwasnotforeveryone.

“If budget wasn’t the issue, time was,” sherealized. “Many clients needed their brands to be launched quickly.”

Sheresearchedtheexistingsolutions,like “Brand in a Day” or “Brand in a Week,” andfound themlacking. “I realized what was missing from those was my strategy work,” shesays. “The questioning and talk therapy with the brand founders. The uncovering of the juicy details to truly bring the story of the brand to life.”

Annerefusedtosacrificehercore “why” forspeed.So,sheinnovated.Thisledtothe2024 foundingofhersecondcompany,10toLaunch.ShepartneredwithRogerCampbellII, a formerclientwhoseAIconsultingbusinesssheknewwell,andco-founderShannonGross, acreative,tobuildanewmodel.Thevision:topairthehumanelementofher“juicydetails” strategywiththespeedofAItoolsandautomations.

Inspiredbyherhusband’sworkinproductmanagement,theydesignedtheserviceasa “10-dayproductsprint.”Theprocessisintenseandcollaborative. “Clients must attend our 30-minute sprint calls daily... for success,” shenotes. “We developed the language around what will make our offering successful, and what our client is responsible for and what our team is responsible for.” Itisnotapassiveservice;itisanactive partnership.Themodelwasanimmediatesuccess. “Our first client was a major success as we actually worked through our system to develop and launch her personal and business brand in just 10 days. Both she and we were thrilled!”

HealingLittleAnnie

TounderstandhowAnnecansoeffectively “heal” thebrandsofher clients,youmustfirstunderstandthatsheisdoingtheworkherself. Whenaskedaboutatimeherleadershipwastested,shedoesnotoffer asanitizedboardroomanecdote.Shetalksaboutmotherhood.

COVERSTORY

“I had to revisit my inner child and partner with a therapist and an executive coach over the course of several years,” sheshareswithstartlingvulnerability “Craving more effective tools to lead kids through emotional regulation, I knew I had to revisit my beginnings and heal little ‘Annie’ first before I could be an effective leader at home and in my businesses.”

Thisisthekey.Herworkasaleaderandherworkasa motherarethesame.ShereferencesDr.Becky Kennedy’s“GoodInside”methodology,aparenting philosophycenteredonseeingachild’sbehaviorasa reflectionoftheirinternalstate. “When one of my kids has a bad day... I have to remember it’s not me, it’s them and they are having a hard time,” shesays.Shequotes themantra, “My child isn’t giving me a hard time, they’re having a hard time.”

Thisinsight,Anneexplains, “disarms me and my temper so that I can calmly connect with them.” Thisisher leadershipmodelinitspurestform. “When I model how I handle big and hard emotions, both at home and at work, I lead by example.” Thisisthe “therapy” inBrand Therapy.Shecreatesasafespaceforfounderstohave their hardtime,toprocesstheirfearsanddoubts,soshe candisarmthemandconnecttotheauthenticstoryburied beneath.

ThisiswhyhermetricsforsuccessarenotKPIs,but “clienttestimonialsandreviews.”Sheisjustifiablyproud ofher315-starGooglereviews. “I’m on a mission to help others heal and win,” shesays. “And oftentimes, I can accomplish both in my client relationships.”

TheGospelof“ShareYourFear”

Now,Anneisturningthisentiremethodologyinward. Sheisshiftingherenergytogrowthepersonalbrandof AnneGillaspie.Herthoughtleadershipplatform,her speaking,andher“OnlyFoundersPodcast”(whichshe co-hosts,producingtwoepisodesweekly)arebecoming herprimaryfocus.Sheismovingfromhealingbrands one-on-onetobroadcastinghermessageofhealingtothe world.

Andthatmessageis“ShareYourFear.”

“Those skeletons in your closet that you hope no one finds out about you, you may fear others will freak out when you tell them... those are the things that make you unique, authentic, memorable,” shepreaches.

“Sharing those first with yourself, accepting and owning them. To then share more of yourself with others. In doing this, you set yourself free, live a truly authentic life of freedom and joy And your personal and business growth will be profound.”

Thisistheculminationofherlife’swork.Itisthe ultimatebrandstrategy.Theverythingstheworld tellsyoutohideare,infact,yourgreatestassets. Your“fear”isyour“tribe”finder.

Annelivesthistrutheveryday Whenaskedabout worklifebalance,shescoffs. “Nothing is perfect.” Sheishonestaboutthedayssheisattheofficefor8 hours,thenemceesa4hourevent,missingher kids’bedtime.Sheishonestaboutthe “guilt and weight” shefeelsondayswhenmotherhood demandsmoreandherbusinessgetsless.The balance,sheexplains,is “simply accepting the shifts that need to happen daily... releasing any guilt and shame... and then being present in wherever it is you need to mentally be.”

“A great life is made up of consistently great days,” shesays. “So focus on one day.”

ThisisAnneGillaspie.Herstoryisaprofound meditationonthepowerofthe “who”—the essential,authenticselfthatmustbeatthecenterof anygreatcreation.Sheisalivingtestamenttothe ideathatcuriosityaboutpeople,aloveofdeeper connection,andthecouragetoshareone’sfull, messy,beautifultruth,yourfear,istheultimate strategicadvantage. “I see you just as you are, right now reading this,” sheoffers.

Herguidingprinciple,andherinvitationtothe reader,isto “Show up just as you are, today, and find people and moments to be present with. Live in the amazing life you’re creating, and mentally show up for all of it. That's what leaves people feeling impacted by your existence.”

AmberDaines,founderandCEOofBespoke Co.,hasbuilthercareeronafoundationof leadership,communication,andadaptability As akeyfigureinthepublicrelationsindustry,shehas demonstratedanabilitytonotonlyleadbutalsotoreshape howbusinessesandindividualsnavigatetheoftencomplex worldofcommunication.Dainesismorethanabusiness leader;sheisaproblemsolver,astrategist,andamentor, whoconsistentlypushesherteamandherselftogrowand innovate.

Herroleasaleadercomeswithavarietyofchallenges, particularlyinthefast-pacedandever-evolving communicationindustry Yet,Daineshasconsistently turnedobstaclesintoopportunities,steeringhercompany throughbothgrowthandtransformation.Asthepublic relationslandscapehasshifteddramaticallywiththeriseof digitalmedia,Daineshasstayedaheadofthecurve, adaptinghercompany’sstrategiestomeetthedemandsofa changingworldwhilemaintainingafocusoncore communicationprinciples.

NavigatingtheChallengesofLeadership

Leadership,forDaines,isaboutbalancingamultitudeof responsibilities.Shemanagesaremoteteamacross multiplecountries,handlesclientneeds,anddrives innovationwithintheindustry.HerworkatBespokeCo. involvesnotjustmanagingday-to-dayoperationsbutalso preparingforthefuture.Daineshasalwaysbeenquickto recognizeemergingtrendsinmediaandpublicrelations, adjustingherstrategiestokeepBespokeCo.competitive andrelevant.

Runningaremoteteam,forexample,hasrequiredDaines torefineherleadershipstyle.Sheemphasizesclear communicationandaccountability,ensuringthateach memberofherteamunderstandstheirroleandhowtheir workcontributestothecompany’sbroadergoals.This approachhashelpedherbuildahighlymotivatedand efficientteam,capableofdeliveringresultsacrossdiverse projects.

Dainesalsofacesthechallengeofmaintainingstrongclient relationshipsinanindustrythatisincreasinglydominated bydigitalinteractions.Whiletheriseofsocialmediaand onlineplatformshastransformedthewaybusinesses communicate,Dainesbelievesthatpersonalrelationships andtrustremainessential.Thisbalancebetweenembracing newtechnologiesandmaintainingpersonalconnectionsis oneofthecoretenetsofherleadershipphilosophy

DrivingInnovationinPublicRelations

InnovationhasbeenakeydriverofBespokeCo.’ssuccess. UnderDaines’sleadership,thecompanyhascontinuously evolvedtomeetthedemandsofanindustryinflux.Earlyon, Dainesrecognizedtheimportanceofintegratingdigitalmedia intoherPRstrategies,ensuringthatherclients’messages reachtheirintendedaudiencesthroughbothtraditionaland modernchannels.

Daineshastakenahands-onapproachtothisevolution.She hasledherteamindevelopingcomprehensivemedia strategiesthatblendthebestoftraditionalanddigital communication.ThisapproachhasallowedBespokeCo.to carveoutanicheinacrowdedmarketplace,offeringclientsa uniquecombinationofdeepindustryexpertiseand cutting-edgetactics.

Oneofhermostsignificantachievementshasbeenthe developmentofBespokeCo.’spodcastingandmediatraining services.Daineshasbeenattheforefrontofhelpingleaders andbusinessesmastertheartofcommunicationinadigital world.Throughhermediatrainingprograms,shehasworked withover6,000leaders,teachingthemhowtoeffectively managemediainterviews,fromcrisissituationstoproduct launches.

Herfocusonpodcasting,inparticular,hasproventobea game-changer.Sincelaunchingherownpodcast, The Politics of Everything,Daineshasgrowntheshowtoanimpressive fourmilliondownloads.Thissuccesshasnotonlyexpanded herownbrandbutalsodemonstratedthepowerofpodcasting asacommunicationtoolforbusinessesandleaders.

OvercomingSetbacksandLearningfromChallenges

Likemanyentrepreneurs,Daineshasfacedhershareof challenges.IntheearlydaysofBespokeCo.,thecompany struggledtosecurebig-nameclientsandhigh-profile contracts.Thepressuretogrowthebusinesssometimesledto afocusonsalesoverstrategy,alessonthatDainestookto heartassherefinedherapproachtoclientacquisition.

Reflectingontheseearlymissteps,Dainesacknowledgesthat buildingaclientbasealignedwithhercompany’svalueshas beenkeytoitslong-termsuccess.Shehassincefocusedon workingwithclientswhoshareBespokeCo.’scommitment topurposeful,values-drivencommunication.Thisshifthas allowedthecompanytocultivatedeeper,moremeaningful relationshipswithitsclients,resultinginmoreeffectiveand impactfulcampaigns.

Inadditiontotheseinternalchallenges,Daineshas hadtonavigatetheexternalpressuresofarapidly changingindustry Theriseofdigitalmediaandthe declineoftraditionaloutletshasforcedmanyinthe PRindustrytoreevaluatetheirstrategies.However, Daineshasembracedthesechanges,viewingthemas opportunitiesratherthanobstacles.Bystayingahead oftrendsandcontinuouslylearning,shehas positionedBespokeCo.asaleaderinthefield.

AFocusonEnvironmental,Social,and Governance(ESG)

OneofthemorerecentdevelopmentsatBespokeCo. isthecompany'sincreasedfocusonEnvironmental, Social,andGovernance(ESG)communication. DainesseesESGasnotjustatrendbutacrucial aspectofresponsiblebusinessinthemodernworld.In 2023,sheearnedaMaster’sdegreeinEnvironmental BusinessManagementandSustainability,further solidifyinghercommitmenttothisimportantarea.

BespokeCo.nowworkscloselywithclientsto developandimplementESGstrategies,helpingthem communicatetheirsustainabilityeffortsinawaythat resonateswithstakeholders.Thisfocushasallowed thecompanytotapintoagrowingdemandfor transparent,values-drivencommunication, positioningBespokeCo.asathoughtleaderinthe ESGspace.

Daines'scommitmenttoESGgoesbeyondclient work.Shebelievesthatbusinesseshavea responsibilitytocontributetoamoresustainableand equitableworld,andshehasmadeitapriorityto embedtheseprinciplesintoBespokeCo.’sown operations.Thisincludeseverythingfromminimizing thecompany'senvironmentalfootprinttoensuring thatitsteamreflectsadiverserangeofperspectives andexperiences.

EmpoweringtheNextGenerationofLeaders

MentorshipisanotherkeyaspectofDaines’s leadership.Overtheyears,shehasmadeitapriority toshareherknowledgeandexperiencewiththenext generationofpublicrelationsprofessionals.Whether throughformalmentorshipprogramsorinformal guidance,Daineshashelpedcountlessindividuals developtheirskillsandnavigatethecomplexitiesof theindustry

Shehasalsousedherplatformtoadvocateforgreater representationofwomeninleadershiproles.Asafemale entrepreneurinatraditionallymale-dominatedindustry, Dainesunderstandsthechallengesthatwomenfacein breakingthroughbarriersandachievingsuccess.She hasmadeitapersonalmissiontohelpotherwomen succeed,whetherbyofferingmentorship,creating opportunitieswithinhercompany,oradvocatingfor policychangesthatsupportwomeninbusiness.

Herworkinthisareahasearnedhernumerous accolades,includingrecognitionasoneofthemost inspiringwomenleaderstowatchin2023.Whilethese awardsareatestamenttoherachievements,Daines remainsfocusedontheworkahead.Forher,successis notjustaboutpersonalrecognitionbutaboutmakinga lastingimpactontheindustryandthepeoplesheworks with.

TheFutureofBespokeCo.

Lookingahead,Dainesseesevengreateropportunities forBespokeCo.Thecompanycontinuestoexpandits serviceofferings,withaparticularfocusonESG communicationanddigitalmediastrategies.As technologycontinuestoevolve,Dainesiscommittedto stayingattheforefrontoftheindustry,ensuringthather clientshaveaccesstothemosteffectiveandinnovative communicationtoolsavailable.

However,whiletechnologyplaysanimportantrole, Dainesfirmlybelievesthatthehumanelementof communicationwillalwaysbeparamount.Sheviews toolslikeAIasvaluableresourcesbutemphasizesthat theycanneverreplacethecreativity,empathy,and strategicthinkingthathumanbeingsbringtothetable.

Thisbalancebetweenembracingtechnologyand preservingthehumantouchiswhatsetsBespokeCo. apart.UnderDaines’sleadership,thecompanywill continuetoevolve,adapt,andgrow,alwayswithafocus ondeliveringrealresultsforclientsandmakinga positiveimpactontheworld.

SMART WOMEN LEADERS Stay Visible Without Burning Out

You Don’t Have to Be Online to Be On Point

Let’sstarthere:Therealprosdon’tsprinteveryday Theypacethemselveslikemarathonerswitha warplan.

That’ssomethingmostpeopledon’ttellwomenleadersbuildingapersonalbrand:Visibilitydoesn’t meanvolume.

Somewherebetweenthelatestwebinaron“consistency”andthesocialpostthatsays,“Justshowup daily,”manywomeninbusinessconfuse constant availability with strategic visibility.That confusionisexpensive.Itcostspeace.Itcostshealth.Itburnsoutyourcreativity

Thegoodnews?Youdon’tneedtochoosebetweengrowthandyournervoussystem.

Youjustneedashield.

YouAretheBrand—ButYou’reAlsotheOperator

Therearetwoversionsofyou:

1.Theonethatshowsuponline.

2.Theonethatrunsthewholeoperationbehindthescenes.

Toomanywomenthinktheirbusinesswillstopiftheirfacedoesn’tappearoneverytimeline.But whenyou’rethestrategist,thecreativedirector,theCEO,andsometimestheassistant…it’snotjust okaytopause—it’sessential.

Let’sbeblunt:Youcan’tbuildabrandworthfollowingifyou’rerunningonfumes.

Thinkofitthisway.Ifyouarethelight,yourvisibilityistheswitch.Youcontrolit—notthe algorithm.Thegoalisnottobe seen allthetime.Thegoalistobe remembered whenitcounts.

AthenaDidn’tPostDaily

TheGreekgoddessAthenadidn’t marchintoeverywar.Shepickedher battles.Shecarriedashield,notjust todefend—buttosignalpower Presencewithoutchaos.

Youdon’tneedtoexplainyour silenceorjustifyyourbreak.If you’reinaseasonwheretheenergy’s low,that’sdata.Useit.Adjust.

Youcanstilllead,stillsell,still inspire—withoutlive-streamingyour entireemotionalcycle.

Infact,alotofpeopletrustyoumore whenyoushowrestraint.

ThePowerPause:AReset,Nota Retreat

There’ssomethingmosthighperformingwomenavoidtalking about:theoff-switch.

Nottheglamoroussabbaticalorthe post-hustleBalitrip.I’mtalking aboutaquietTuesdaywhereyou just…don’tshowup.Nopost.No launch.No“I’llbebacksoon”note.

Youjustpause. Strategically

Likeawomanwhoknowshervalue doesn’tdisappearwhenshelogsoff.

Youknowwhatthatdoes?Itbuilds intrigue.Itcommandsrespect.Andit makesspace—fornewideas,sharper offers,andbetterboundaries.

Don’tFeartheAlgorithm—Train It

Let’sgetpractical.Youdon’thaveto abandonyourbrandtotakea breather Youjustneedtosetitup likeabusiness,notamoodboard.

Here’showtoprepfora“quietpowerseason”:

1.Batchyourbrilliance

Spendonefocusedmorningrecordingorwriting2–3pieces ofcontentthatreflectyourvalues,notjustyourvoice. Schedulethem.Letthemrunwhileyourest.

2.Pinyourpresence

Craftoneclearmessagethatlivesatthetopofyourprofiles. Alinethatsays:

“Operatingatfullclaritybehindthescenes.Staytuned.” That’snotgoingdark.That’sgoingdeep.

3.Defineyourred-linerituals

Chooseyournon-negotiables.Maybeit’samonthlyemail.A bi-weeklystory.Orjustavisualpostwithnocaption.Makeit your minimum visible dose.

4.Protectyourcreativeprimetime

Areyoumostfocusedat6amorafterdinner?Reservethat timefornon-publicwork—offers,strategy,reading,thinking. Visibilitystartsintheshadows.

RedLipstickVisibility(andWhatItReallyMeans)

Somewomenuseloudbranding.Someuselogos.Someofus useredlipstick.

It’snotaboutthemakeup.It’saboutthemessage: “I’m here. But on my terms.”

Thattinysymbolofcontrolmatters.Itcanbeawalkatnoon. Apost-itnotethatsays“nomeetingstoday.”Ora3-week breakfromLinkedInwithoutfeelingguilty.

Yousettheterms.Nothustleculture.Notsome10-step contentfunnel.Anddefinitelynotthewomanyouadmire whopostseverydaybutsecretlywantstodisappearfora week.

Visibility≠Access

Let’sclearthisup.Youdon’toweyouraudience24/7energy

Beingvisibledoesn’tmeanbeingaccessible. Beingtrustworthydoesn’tmeanbeingon-call. Beingaleaderdoesn’tmeanbeingloud.

Sometimes,thestrongestpersonalbrandistheonethat quietlysays: “I’mbuildingsomethingbiggerthanthismoment.”

That’swhatyourpausecansignal. Stability.Strategy.Self-leadership.

Here’sWhatI’mDoingThisSummer(FeelFreeto StealIt)

Nograndexitpost. No“here'swhyI’mtakingabreak”carousel. Justaquietplanthatkeepsmealigned and alive.

· I’mshowinguponceaweekwithvalue-ledcontentI createdweeksago.

· I’msayingnotoallreal-timespeakingunlessitdeeply energizesme.

· I’mschedulingdeepworkblockswherenoone—not evenmyteam—canreachme.

· I’mlettinginspirationarrivenaturally,notondeadline. Andifagreatideahitsatthepool?I’lljotitdown.ButI won’tstopswimming.

FinalWord:RestIsaStrategy

Mostpeopletreatrestlikeareward.Somethingyouearn afterburnout.

Smartwomenleaders—realpowerplayers—theytreatrest likeapillar.Somethingthat enables output,notdelaysit.

Sono,you’renot“losingmomentum”bytakingafew weeksoffsocial.

You'rebuildingbrandintegrity You’reinvestinginyour long-game.

Andwhenyoureturn?Youwon’tjustbevisible.

You’llbeunstoppable.

OneActionStep(Don’tSkipThis)

Openyourcalendar. Picka10-daywindow. Markit:“StrategicBrandRest.”

Prep2posts.Pin1brandmessage. Thenlogoff.

Leavethedooropenjustacrack.Lettheaudiencefeel yourpresencewithoutgettingaccesstoit.That’s influence.

Andifsomeonedoesn’tunderstand? Theywereneveryouridealaudienceanyway

TheNorthAmericanmarketforenterprisedigital

commercepresentsaformidablechallenge.It demandssophisticatedtechnologyplatforms capableofhandlingimmensecomplexity,coupledwith strategicleadershipadeptatnavigatingrapidtechnological shiftsanddiverseclientneedsacrossmultipleindustries. Succeedinginthisenvironmentrequiresnotonlyarobust productofferingbutalsoastuteregionalleadershipcapableof tailoringglobalcapabilitiestolocalmarketdynamicsand drivingcommercialsuccess.

DanielaJuradoservesastheExecutiveVicePresidentfor NorthAmericaatVTEX(NYSE:VTEX),holdingdirect responsibilityforthecompany’sperformanceinthiscritical region.Hermandateencompassesleadingthesales, marketing,andsolutionengineeringfunctions–thecore commercialengineforVTEXintheUSandCanada.Hertask involvesleveragingVTEX’sglobalenterprisecommerce platformtowinmarketshareanddelivermeasurablevaluefor someoftheworld'smostrecognizedbrands,citing partnershipswithcompanieslikeAdidas,Hmart,and Whirlpoolasexamplesofthecaliberofclientssheengages.

ThisanalysisexaminesMs.Jurado’sstrategicapproach,the toolssheemploysfromtheVTEXportfolio,thechallenges shenavigates,andtheleadershipphilosophythatunderpins herdirectionofVTEX’sNorthAmericanoperations.

Jurado’sStrategicToolkit:LeveragingtheVTEX Platform

AkeyresponsibilityforMs.Juradoiseffectivelydeploying VTEX’splatformarchitecturetomeetthevariedneedsof NorthAmericanenterprises.Sheworkswithtwoprimary architecturalapproachesofferedbyVTEX:

1.ComposableArchitecture:Ms.Juradoutilizes theconceptofcomposability–building systemsfrommodular,interchangeable components–toofferclientsmaximum flexibility Thisapproach,whichVTEXterms “PragmaticComposability,”allowsherteams toguideclientsinintegratingnewtechnologies orcapabilitiessequentially,aligningwiththeir immediatebusinessprioritieswithout necessitatingacompletesystemoverhaul.She recognizesthevalueofrelatedconceptslike headlesscommerce(decoupling frontend/backend)andmicroservices(small, independentprocesses)withinthisframework forclientsprioritizingadaptabilityand innovation.

2.CompletePlatform:Forclientsrequiring fasterdeployment,reducedcomplexity,ormore standardizedoperations,Ms.Juradoleverages VTEX’s“Complete”platform.Thisprovidesa comprehensivesuiteofrobustout-of-the-box capabilities,includingspecificfeaturesfor managingCustomerCreditandcomplexB2B Organizations,allowingbusinessesto“plug andgo-live”morequickly.

Ms.Jurado’sstrategictaskinvolvesguidingNorth Americanclientstowardthearchitecturala pproach–composable,complete,oroftena pragmaticblend–thatbestsuitstheirspecific businessmodel,technicalreadiness,andlong-term objectives.Thisrequireshersalesandsolution engineeringteamstopossessadeepunderstanding ofboththeclient’sbusinessandVTEX’s technologicalcapabilities.

DemonstratingValue:Jurado’sCaseforVTEX inNorthAmerica

InthecompetitiveNorthAmericanmarket, demonstratingatangiblereturnoninvestmentis paramount.Ms.Juradoutilizesdataandcasestudies tobuildthebusinesscaseforVTEX.Akeytoolin herarsenalistheForresterConsulting“Total EconomicImpact”(TEI)studycommissionedby VTEX.Shecanpointtoitsfindings–suchasa reported133%ROIwithinthreeyearsofmigration andUS$5.8millioninsavingscomparedtolegacy platforms–asquantitativeevidenceofthe platform’sfinancialbenefits.

Furthermore,shedrawsuponspecificclient successes,relevanttotheindustriesherteams target,toillustratepracticaloutcomes:

· HowMotorolautilizedVTEX’s adaptabilityforfastergloballaunches andachieved20%annuale-commerce growth.

· HowBelcorpgainednecessarybusiness agilitybymigratingfromacumbersome legacysystem(SAPHybris)toVTEX’s flexiblearchitecture.

· HowaB2BcompanylikeBriggs& StrattonleveragedVTEX’scomposable features(VTEXIO)tomodernize operationsandenhancecustomer experience.

PresentingtheseexamplesallowsMs.Jurado andherteamstotranslateplatformfeatures intoconcretebusinessadvantageslike increasedefficiency(developerandmarketing teamsreportedlysawgainsupto50%by yearthreepertheTEIstudy),fasterspeed-tomarket,andimprovedgrowthtrajectories.

NavigatingMarketDynamics:Jurado’s StrategicPerspective

LeadingVTEXinNorthAmericarequires Ms.Juradotoconstantlyassessmarkettrends andadaptherstrategy.Sheidentifiesseveral keyfactorsinfluencingherapproach:

· EconomicPressures:Risingcustomer acquisitioncostsdemandsolutionsthat optimizeperformanceanddemonstrate clearROI–reinforcingtheimportance oftheTEIstudydataandefficiency gains.

· TechnologyIntegration(AI): Recognizingthekeeninterestin ArtificialIntelligence,particularlyfor applicationslikedemandforecasting, Ms.Juradoensuresherteamsare proficientinpositioningtheVTEXData Pipeline.ThisintegratedAIsolution aimstostreamlinedatainfrastructurefor clientsandprovidetailoredinsights, presentingacompetitiveadvantage.

· EnhancedSecurityNeeds:Withgrowingtransaction volumes,Ms.JuradoemphasizestheimportanceofVTEX Shieldasacomprehensivesecurityoffering(includingrealtimemonitoring,vulnerabilityassessmentreadiness,and firewallprotection)toaddressclientconcerns.

· ImmersiveCustomerExperiences:Observingtheriseof livetechnologies,Ms.JuradopositionsVTEXasaplatform readytosupportliveshoppingandconciergecommerce, enablingbrandstobuilddeeperconnectionsanddrive conversionsthroughinnovativechannels.

· OmnichannelComplexity&Data:Ms.Juradofocuseson VTEX’sabilitytofacilitateseamlessomnichannel transformationsandprovidesolutionsthatcentralizecrucial data(inventory,loyalty,sales)formoreinformed decision-makingandoperationalefficiency

Herstrategyinvolvesnotjustreactingtothesetrends butproactivelyincorporatingrelevantVTEX innovationsandacquisitions–liketheAI-powered customerservicecapabilitiesgainedthroughthe Weniacquisitionortheenhancedbehavioral predictionmodelsresultingfromtheSynerise investment–intothesolutionsproposedtoNorth Americanclients.High-profileeventslikeVTEX CONNECTNYC(scheduledJan13,2025, featuringSimoneBiles)alsoserveasplatforms underherpurviewtoengageregionalleadersand showcaseVTEX'sthoughtleadership.

TheLeaderHerself:Resilience,Adaptability,and Vision

Ms.Jurado’sleadershipinthedemandingNorth Americanmarketisinformedbyherown professionaljourneywithinVTEXandthe challengesshehasnavigated.Herprogressionfrom leadingtheLatinAmericanPartnerProgramin2015 tolaunchingoperationsinItalyandeventually managingtheentireEMEAregion(70people across7countries)providedherwithinvaluable cross-culturalandoperationalexperience.

Shespeakscandidlyaboutovercomingskepticism encounteredasayoung,Latinwomanleadinga Braziliantechcompany’sexpansioninEurope.Her approachwasnottoshyawaybuttoearnrespect throughdemonstratedexpertiseandthequalityof herinsights–atestamenttoherresilience.She activelylearnsfromsetbacks,utilizingapersonal “debrief”processafterdifficultsituations(like losingsignificantdealsorkeyteammembers)to analyzefailuresandimplementcorrectivemeasures, turningchallengesintoopportunitiesforstrategic refinement.Whileacknowledgingthepotential isolationofseniorroles,shecreditsVTEX Co-founderMarianoGomideforprovidingcrucial mentorship.

Herleadershipphilosophyemphasizescorevalues shedeemsessentialfornavigatingtoday'svolatile environment:

· ResilienceandOptimism:Maintaininga positiveoutlookdespiteuncontrollableexternal factors.

· DisciplineandFocus:Leadingbyexampleand inspiringteamsthroughaction.

· Adaptability:Recognizingflexibilityascritical fororganizationalsuccess.

· A“HumanFirst”Approach:Leadingwith compassionandacknowledgingtheintegration ofprofessionalandpersonallives.

TheseprinciplesguidehermanagementoftheNorth Americansales,marketing,andsolutionengineering teamsandshapeherinteractionswithclientsand partners.Hercommitmentextendstofosteringfuture talent,reflectedinherguestlecturingengagementsat USuniversities.

Conclusion:DrivingVTEX’sNorthAmerican Ambition

AsExecutiveVicePresidentforNorthAmerica, DanielaJuradoholdsacriticalpositionwithin VTEX’sglobalstructure.Herleadershipinvolves morethanmanagingregionaloperations;itrequires strategicallyapplyingVTEX’ssophisticatedplatform capabilities–balancingcomposableflexibilitywith out-of-the-boxcompleteness–tomeetthespecific, complexdemandsofNorthAmericanenterprises. Sheleveragesquantitativedata,clientsuccesses,and akeenunderstandingofmarkettrendstobuildthe caseforVTEXwhilenavigatingcompetitive pressuresandeconomicuncertainty.

Herpersonaljourneyunderscoresresilienceand adaptability,qualitiesreflectedinherleadership philosophy.Byfocusingonmeasurableresults, strategicpartnerships,continuousinnovation,anda client-centricapproachinformedbydeepindustry experience,Ms.JuradoworkstosolidifyVTEX’s positionanddriveitscontinuedgrowthinoneofthe world’smostimportantdigitalcommercemarkets. Herlegacygoal–toberememberedforhelping shapethecareersofothers–furtherinformsher commitmenttoimpactfulleadership.

Let’sGetBrutalforaMinute.

You’renotconfused.

You’re avoiding the real question.

You’renotspinningincirclesbecauseyoudon’tknowhowto buildabrand.Orpriceyouroffers.Orwritetheperfectbiothat screams“humblegenius.”

You’respinningbecauseyou’reaskingweak,genericquestions thatkeepyourpowerdiluted.You’vegotvision-boardglitterin youreyesandyoucan’tseethedamnroad.

You’reasking:

· “WhatshouldIdo?”

· “WhatnicheshouldIpick?”

· “HowdoInotsoundtoobraggywhilealsosounding likeBeyoncé?”

You’rechasinganswerstoquestionsdesignedtokeep you small

NowI’mgoingtosaysomethingyourcoachwon’t. Thosearethequestionsthatamateursask.

Prosdon’task,“WhatshouldIdo?” Theyask,“WhatdoIwanttobeknownfor?”

Readthatagain.

ThatQuestionChangesEverything

It’sthe power seat.Itdoesn’tcarewhat’strending.It doesn’tcarewhatyourcompetitor’scharging.It doesn’tneedaCanvatemplate.

Itasksyoutostandstillforonesecondandremember: You’renotheretofitin.You’rehereto own your lane.

Andnoonecanownanythingtheyhaven’t claimed. Sohere’sthetruthnoone’sputtingonInstagram: Ifyoucan’tanswer“whatdoIwanttobeknown for?”,thennothingelsematters.

Notthelogo.Notthepackages.NottheDMstrategy Notthethree-partemailfunnel.

Becauseifyoudon’tknow why yourworkmatters,whythe hellshouldanyoneelse?

Let’sTalkAboutYou.No,Seriously

You’vebuilt,orarebuilding,somethingthatmatters.That takesguts.Butsomewherealongtheway,youstopped buildingamovementandstartedbuildingabrochure.

Youoverthinkyourpositioning.

Youwaterdownyourmessage.

Youwritecaptionsthatsoundlikeyouswallowedan inspirationalquotebookandpanickedhalfwaythrough.

Meanwhile,therealyou—theonewhohasstoriesthat couldchangelives,lessonsburnedintoherbones,anda truthonly you canspeak—iswaitingtobeinvitedtothe table.

Here’stheplottwist:Youarethedamntable.

LetMeAskYouThis:

· Whatdoyouknowfor sure aboutwhatyouoffer?

· Whatdopeoplesayaboutyouwhenyou’renotintheroom?

· Whatdoyou wish theysaid?

· Whatwouldyoufightfor,evenifnooneclapped?

Ifyoucananswerthat,youdon’tneedto“findyourniche.” Youaretheniche.

RealConfidenceIsn’tLoud.It’sClear

Whenyouownwhatyou’reheretobeknownfor:

· Yourbiowritesitself.

· Yourcontentbecomesmagnetic.

· Yourpricingstopsfeelinglikeamathtestandstartsfeeling likeaboundary

· Youstopwaitingforpermissionandstartactinglikethe leaderyoualreadyare.

Youwalkintoroomsdifferently.Youpostdifferently. Hell,youwakeupdifferently.

Becausethisisn’taboutbeingperfect.It’saboutbeing undeniable

Here’sthe3-StepClarityDetox

(Ifyou’vebeenstuckin“I-don’tknow-what-to-say”land,thispart’sfor you.)

1.KilltheMediocreQuestions.

They’redeadweight.Stopasking, “WhatshouldIdo?”and“HowdoI lookcredible?”Askinstead:

· “What’sthestoryonlyIcantell?”

· “WhatamIalreadydoingthat peoplethankmefor?”

· “WhatimpactdoIwantmyname attachedto5yearsfromnow?”

2.ClaimYourCategoryofOne.

You’renotcompeting.You’recreating. You’renotheretofitthemold.You’re heretobreakit.Soask:

· “Whatpartofmyworkisnonnegotiable?”

· “WhatamItiredofapologizing for?”

· “WhatdoIdodifferentlywithout eventrying?”

3.SpeakFromThatPlace.Always.

Stopwritinglikeastranger.Stop diluting.Stopmarketinglikeyou’re askingsomeoneoutonadate.

Startsaying,“Here’sthework. Here’swhyitmatters.Ifit’sfor you,let’sgo.”

BeingtheAuthorityIsn’taTitle.It’s aDecision.

Youdon’tneed10,000followers.You don’tneedtolooklikeanadfor ForbesWomen.Youdon’tneedto speakonfivepanels.

Youneedtostopoutsourcingyour confidencetometricsthatdon’tmatter

Yournamebelongsinroomsyouhaven’tenteredyet—butonlyifyou startusingyourvoicelikeithasadestination.

SoLet’sWrapThisUptheWayItStarted

Pullyourchaircloser

You’renot“figuringitout.”

You’re remembering who the hell you are.

You’reheretobuildsomethingbiggerthanabrand.

You’reheretobe known forsomethingthatoutlivesanysinglecampaign, post,orlaunch.

Sostopwaitingto“haveitalltogether.”

Youalreadyknowwhatyoustandfor.

Nowmakeitundeniable.

FinalPrompt:WriteThisSomewhereBigandLoud

“WhatdoIwanttobeso wildly known for thattheysaymynameinroomsI'veneverevensteppedinto?”

That’stheonlyquestionworthanswering.

Andyou’vealreadygottheanswer.Startsayingitoutloud.

Acommonimpedimenttoindividualachievement, bothpersonalandprofessional,liesinselflimitingbeliefsandnegativeinternalnarratives. Individualsoftenfailtoreachtheirpotentialnotdueto lackofcapability,butbecausetheirownself-perception hindersactionandaspiration.Addressingthiscoreissue requiresmorethansuperficialencouragement;itdemands structuredmethodsforreshapingthoughtpatternsand fosteringeffectivegoalpursuit.

Dr.ColleenGeorges,founderofRESCRIPTYour StoryLLC,establishedherpracticetoprovidesuch structuredmethods.HoldingaPhD(2003),Masters (1998),andBA(1997)inPsychology/Counseling PsychologyfromRutgersUniversity,Dr.Georgesbrings substantialacademiccredentialsandover25yearsof professionalexperiencetoherwork.Hercareerincludes extensiveexperienceinhighereducationadministrationat Rutgers,wheresheprovidedpersonal,academic,and careercounselingandultimatelyservedasDirectorfor twofederally-fundedprogramssupportingfirst-generation collegestudents.Shealsogainedclinicalexperience workingpart-timeasatherapistforanon-profit organizationservingwomenincrisis.Thisbackground providesadeepunderstandingofthepsychologicaland practicalchallengesindividualsfaceinpursuingtheir goals.

ThisanalysiswillreviewthedevelopmentofRESCRIPT YourStoryLLC,thecoremethodologyDr.Georges employs,therangeofservicesoffered,theoperational strategiesofthebusiness,andtheevidenceofits effectivenessinthepersonalandprofessional developmentmarket.

ThePathtoPractice:FromHigherEducationto Entrepreneurship

Dr.Georges’journeytowardfoundingherownpractice involvedasignificantcareertransition.Whileworkingin highereducation,shedevelopedahobbyofwritingresumes foracquaintances,drivenbyapassionforhelping individualsarticulatetheirprofessionalstrengthsandcareer narrativeseffectively.In2008,sheformalizedthisinterest intoasidebusinessofferingresumewritingservices.

Apivotalchangeoccurredin2010,oneyearafterthebirth ofhersonin2009.Seekinggreaterflexibilityandmore timewithherfamily,Dr.Georgesmadethedecisionto leaveherfull-timeDirectorpositionatRutgersUniversity Shecommittedtotransformingherestablishedside businessintoherprimaryprofessionalfocus.She acknowledgesthistransitionasasignificantrisk,moving fromthesecurityofasalarieduniversitypositiontothe uncertaintiesoffull-timeentrepreneurship.Thisdecision markedthetruebeginningofRESCRIPTYourStoryLLC asacomprehensivecoachingandconsultingpractice. Alongsideherbusiness,shecontinuestoteachCounseling PsychologyandWomen’sLeadership/SocialJusticecourses part-timeatRutgersUniversity.

TheRESCRIPTMethodologyandServiceOfferings

ThecoreofDr.Georges’approachisherproprietary RESCRIPTframework Thismethodology,developed throughinsightsgainedduringpreparationforher2016 TEDxTalk(“RescriptingtheStoriesWeTellOurselves”) andfurthercodifiedinher2019book,providesthe foundationforherservices.

Theframeworkdrawsuponprinciplesfrompositive psychology,cognitive-behavioralstrategies,andestablished careerdevelopmentmethodologies.Itsprimaryaimisto guideclientsinidentifyingandovercomingself-doubtand limitingself-talk,settingmeaningfulgoals,and implementingactionablestepstowardachievingthosegoals.

RESCRIPTYourStoryLLCoffersadiverseportfolioof servicesbuiltuponthisframework:

· One-on-OneCoaching:Personalizedcareercoachingand lifecoachingsessionstailoredtoindividualclientneeds andobjectives.

· GroupCoaching:Facilitatedgroupprograms focusedongoal-settingandaccountability, suchasthe12-MonthWomen’sGoal AchievementGrouplaunchedin2024.Dr. Georgesalsorunsamonthlyonline ContagiousOptimismWellnessGroup, ongoingforoversevenyears.

· ProfessionalWritingServices:Continued offeringofresumewriting,coverletter development,andLinkedInprofile optimization–theservicethatinitially launchedthebusiness.

· SpeakingandTraining:Deliveryofkeynotes, workshops,andcorporatetrainingsessionsontopics relatedtoleadership,self-empowerment,career development,andtheRESCRIPTprinciples.

· Publications:Authorshipofthe8-timeaward-winning, internationalbestsellingbook,“RESCRIPTtheStory You’reTellingYourself”(2019),alongwith supplementarymaterialsliketheRESCRIPTDaily GratitudeJournalandGoal-Getting&Productivity Planner.Dr.Georgeshasalsoco-authoredtenother selfhelpbooks(includingtitleslike Contagious Optimism, Midlife Transformations, 101 Great Ways to Enhance Your Career)andhadworkfeaturedinthe Gallery of Best Resumes 5th Edition.Herwritingincludesarticles intwoscholarlypsychologyjournalsandblogsfor platformslikeHuffingtonPostandThriveGlobal.

· OnlineCourses:Developmentofdigitalcareercourses, providingon-demandaccesstohermethodologies.

ThiscomprehensivesuiteofservicesallowsDr.Georges toaddressclientneedsthroughvariousformatsandlevels ofengagement.

BusinessModelandOperationalStrategy

RESCRIPTYourStoryLLCoperatesasa solopreneurship,withDr.Georgespersonallydelivering allcoreservices.Herleadershipphilosophy,describedas rootedinempowerment,empathy,andcollaboration, manifestsdirectlyinherclientinteractionsandgroup facilitation.Sheemphasizeshelpingclientsrecognizetheir ownstrengthsandfosteringconfidence,ratherthan adoptingadirectiveapproach.

Keystrategicelementsofthebusinessinclude:

· Client-CentricAdaptation:Dr.Georgesemphasizes activelylisteningtoclientneedsandmarkettrendsto guideservicedevelopment.Forexample,shedeveloped onlinecareercoursesduringtheCOVID-19pandemicin responsetochallengesfacedbyjobseekersand launchedthewomen’sgoal-settinggroupin2024based onperceiveddemandforcommunityandaccountability. Thisindicatesanadaptiveapproachtobusinessgrowth alignedwithhercoremission.

· ServiceDiversification:Thewiderangeof offerings–individualcoaching,groupprograms, digitalcourses,books,speaking–createsmultiple revenuestreams.Thisdiversificationprovidesbusiness resilience,allowingthepracticetoweatherfluctuations indemandforspecificservicesandadaptto marketshifts.

· TechnologyIntegration:Dr.Georgesleverages technologyextensivelytosupportherpracticeand reachaglobalaudience.Thisincludesonline schedulingandpaymentsystems,videoconferencing platformsforvirtualcoachingandgroupsessions,a websitehostingonlinecoursesandresources, WhatsAppgroupchatsforongoingclientsupportand accountability,andstrategicuseofSearchEngine Optimization(SEO)toensureonlinevisibility.She alsoutilizesAItoolsforresearchandindustryinsights toinformhercareercoaching.

Marketing,Outreach,andEstablishingCredibility

Asasolopreneur,buildingvisibilityandcredibilityis crucial.Dr.Georgesemploysseveralstrategies:

· PublicationsandThoughtLeadership:Her bestselling,award-winningbookservesasaprimary toolforestablishingexpertiseandattractingclients. Co-authoredbooks,journalarticles,blogs,andmedia features(mentioningoutletslikeNews12,RVNTV, LiveHappy,andMashable)furtheramplifyherreach andcredibility.

· SpeakingEngagements:Keynotes,workshops,and corporatetrainingprovidedirectexposuretopotential clientsandreinforceherpositionasanexpertinher field.

· DigitalMarketing:StrategicuseofSEOhelps potentialclientsdiscovertheirservicesonline.The onlinecoursesandresourcesavailablethroughher websitealsoserveamarketingfunction.

· ReferralNetwork:Overcomingearlybusiness challengesinvolvedbuildingastrongreferralnetwork, whichremainsanimportantsourceofclients.

NavigatingEntrepreneurialChallenges

Dr.Georgesacknowledgesthesignificantchallenges involvedintransitioningfromsecureemploymentto full-timeentrepreneurship.Keyhurdlesincludedthe initialfinancialuncertainty,thesteeplearningcurve requiredtomasterbusinessmanagement,digital marketing,andSEOskills(areasoutsideheroriginal academicandclinicaltraining),andmanagingcashflow duringslowerbusinessperiods.Herstrategyfor overcomingthisinvolvedpersistenteffort,a commitmenttocontinuouslearning,thestrategic diversificationofservicesmentionedearlier,and cultivatingarobustnetworkofreferrals.These experiencesshapedherresilienceandadaptabilityasa businessowner.

EvidenceofPerformanceandImpact

RESCRIPTYourStoryLLChasdemonstratedsubstantial growthandpositivemarketreceptionsinceitsformal establishmentasafull-timepracticein2010.Keyperformance indicatorsinclude:

· ClientGrowth:Dr.Georgesreportsservingnearly15times thenumberofindividualclientscomparedtothebusiness’s earlystages.

· ClientRetentionandReferrals:Thepracticebenefitsfroma strongbaseofreturningclientsandgrowingreferrals, indicatingclientsatisfactionwiththeservicesprovided.

· RevenueGrowth:Consistentincreasesinrevenuesuggest successfulbusinessoperationsandmarketdemand.

· AwardsandRecognition:The RESCRIPTbookhasearnedeightbook awardsandachievedinternational bestsellerstatus.Thebusinessitselfhas receivedrecognitionfromorganizations suchasCorporateVisionAwards,Quality BusinessAwards,andtheInternational AssociationofTopProfessionals(IAOTP) asaleadingproviderinlifeandcareer coaching.

· ProgramOutcomes:Dr.Georgescites the2024/2025Women’sGoal AchievementGroupasaspecific exampleofimpact.Shereportsmembers achievingtangibleresultsacrossvarious lifedomains(careeradvancements, financialimprovements,business launches,healthgoals)andfosteringa stronginternalcultureofaccountability andmutualsupport,validatingthe effectivenessofhergroupcoachingmodel.

Conclusion:AStructuredApproachto Empowerment

Dr.ColleenGeorgeshassuccessfully translatedherdeepexpertiseincounseling psychologyandcareerdevelopment, combinedwithpersonalinsights,intoa thrivingcoachingandconsultingpractice, RESCRIPTYourStoryLLC.Thebusinessis builtaroundaclear,proprietary methodology–theRESCRIPT framework–designedtohelpindividuals overcomeself-limitingnarrativesand achievetangiblegoals.Operatingasa focusedsolopreneurship,Dr.Georges employsadiversifiedservicemodel encompassingindividualandgroup coaching,professionalwriting,speaking, publications,andonlinecourses.Strategic useoftechnologyandoutreachensures broadvisibilityandaccessibility.Despite initialentrepreneurialchallenges,the practicedemonstratesconsistentgrowth, marketrecognitionthroughawards,and positiveclientoutcomes,positioning RESCRIPTYourStoryLLCasacredible resourceforindividualsseekingstructured supportforpersonalandprofessional development.Dr.Georgesprovidesaclear exampleofleveragingspecialized knowledgetobuildafocused,impactful servicebusiness.

Let’sgetonethingstraight—noonebuysyour product.Theybuytheirowntransformation.

That’sthepunchlinetoomanyentrepreneursmiss.If you’restillpitchingfeaturesorbraggingaboutyour process,you’releavingmoneyonthetable.

Thetruth?Peoplebuywhentheyfeellikethestory you’retellingsoundslike their story.Notyours.

Andthemostpowerfulwaytomakethathappenisby hijackingsomethingancient:TheHero’sJourney.

Thisisn’tatrend.Thisishumanpsychology.It’swhat ourbrainsdefaulttowhentryingtomakesenseoflife, change,orchallenges.Hollywoodknowsit. High-performingbrandsknowit.

Founderswhobuildcategory-definingstartupsknow it.

Let’sbreakdownhowyouembeditintoyourbrand messaginglikearealstrategist—notacontentcreator who’swingingit.

1.YourCustomerIstheHero.You’reJustthe Guide.AcceptIt.

Thisoneshiftwillcleanup80%ofyourmessaging clutter

Stoptryingtoconvinceyourcustomerhowsmart, qualified,orexperiencedyouare.Theydon’t care—yet.

Theycareaboutthemselves.Theirproblem.Their need.Theirconfusion.Theirdesiretostopthe bleeding.Soputthematthecenterofyourstory

You’renotthemaincharacter You rethepersonwhohelpsthemaincharacter win.

ThinkYoda.ThinkHaymitch.ThinkMoana’s grandmother They’retheoneswhonudgethe herooutoftheircomfortzone,handthemthe compass,andsay, “This way. I’ve walked this road. You're not alone.”

That’syourjob.

Sonexttimeyouwritecontent,don’tstart with, “I help women build soulful businesses.”

Startwiththis:

“You know that feeling when you’ve outgrown your business, but every pivot feels risky and wrong? Let’s fix that.”

Seethedifference?

2.TheProblemIsn’tJustaProblem—It’s theCalltoAdventure

Yourcustomer’sstuckmoment?That’swhere yourstory starts.

Notyouroriginstory.Notyour“why.”Theirs. Youneedtoarticulatethetensionthey feel—butcan’talwaysname.

Whendoneright,theyreadyourcontentand say, “Wait, how are you in my head?”

That’swhentheykeepscrolling.

Here’showyougetthatclarity:

· Lookatwhatyourbestclientssaidwhen theyhiredyou.

· CheckDMs.Emails.Exitsurveys.

· Payattentiontowheretheyalmostgave up.

· Usetheir actual words.Don’ttranslate themintobrandlanguage.

Example:

· Not: “I help burned-out professionals realign with purpose.”

· Try: “You thought quitting your job would feel like freedom. But now it’s 2PM, and you’re Googling how to price your service—again.”

That’sthecalltoadventure.

Makeitsovividtheyfeelslightly uncomfortablereadingit.That’swhenthe shiftstarts.

3.YouStepIn.NotWithHype—With Help.

Here’swheremostbrandsgowrong.They hear“guide”andthinkitmeans“guru.”

Nope.

Yourjobisn’ttosoundimpressive.It’sto offersomethingsolidtheycanuse today Somethingthatbuildstrustwithoutpressure.

Youofferawayforwardthatfeelssafe. Predictable.Testable.

Youbreakdownthenextstepsclearly.Like this:

“We map out your new messaging in 90 minutes. Then you try it out. We adjust what doesn’t land. You go live without overthinking it.”

That’saplan.

Youdon’tneedfireworks.Youneedstructure.

Shareasmallsuccessstory.Showproof.Bereal.Noneedforpolished perfection.That’snotwhatbuildsconversion.

Claritydoes.

4.ThenYouSelltheTransformation.NottheOffer.

Peopledon’tcareaboutyour6-weekprogram,yourgroupcalls,your templates.

Theycareaboutwhatchangesafterworkingwithyou. Sostoplistingdeliverableslikeamenu.Paintaclearbefore-and-after picture.

Makeitsogrounded,theycanvisualizethemselveslivingitnextweek.

Here’swhatthatsoundslike:

· Before: “I hate marketing. It feels fake. I never know what to post.” · After: “Now I write posts in 30 minutes flat—and people DM me saying, ‘This hit hard.’”

That’sreal.

You’reshowingthemthenewidentitywaitingontheothersideofthe work.

It’snotabout“6coachingcalls.”It’sabout“knowingwhattosaywhen someoneaskswhatyoudo.”

Sell that.

5.YouDon’tNeedaFunnel.YouNeedaNarrativeArc.

Let’sgetpractical.

ThisiswhattheHero’sJourneylookslikeinyourcontentecosystem:

Usethismap.Repeatit.Rotateitthroughyourchannels. Don’tjust“postvaluablecontent”—build narrative momentum.

6.IfYourBrandIsn’tSticky,YourStory’sNotSharp Enough

Mostpeopledon’tquityourcontentbecauseit’sbad. Theyquitbecauseit’svague.

You’renotnamingthetension.You’renotarticulatingthe shift.You’renotclosingtheloop.

Here’swhatfixesthat:

· Cut80%ofyouradjectives.Add20%moreverbs.

· Don’ttellpeopleyou’re“aligned.”Tellthemyou stoppedcryingonSundaynights.

· Don’tsayyouhelppeople“scale.”Sayyouhelped someonedoublerevenuewithoutdoublinghours.

Storystickswhenit moves.

7.LetTheirEndingBeYourBeginning

Here’sthebigone.

Whenpeopleseethemselvesinyourclients’wins,they self-select tostartthejourney

Sobuildyourcontentaroundtransformationsalready happening.

Documentyourclient’sfirstwins.Themessymiddle. Thesurpriseoutcomes.

Saythingslike:

· “Whenwestarted,Samwasn’tevensureshehadareal business.Today,shebookedoutQ3intwoweeks.”

· “Miratoldmeshefeltinvisible.Lastweek,shegother firstpressmention.”

Thesearen’ttestimonials.They’remini-herojourneys. Andtheyshowyouraudienceonething: This is possible for you, too.

NoOneBuysCoaching.OrCourses.OrSystems. Theybuybelief.

Beliefthat this time,they’llmakeitwork.Beliefthat someoneactuallyunderstandswhattheyneed.Beliefthat theywon’twastemoneyagain.

Storiesgivethemthatbelief.

Nothype.Nothacks.Nothigh-ticketurgencytactics. Stories.

Andnotjustanystory—astorywherethey win. That’stheonlypitchthatreallyworks.

FinalWord

Look.We’renotsellinglipstickhere.We’rebuildingtrust withpeoplewho’velikelybeenburnedbefore.Thattakes somethingdeeperthandopaminemarketing.

Ittakesnarrativestrategy

Soditchtheguruvibes.Stepintotheroleyou’reactually builtfor:thewomanwhoshowsupwithamap,amirror, andaflashlight.

You’renotsellingservices.

You’resellingself-belief.

Getyourstorystraight—andwatchwhathappensnext.

Inthe world of hospitality design, where trends come and go, Mary T. MacDonald operates on a different plane. Known as the “Hospitality Design & Branding Sorceress,” she brings a magic touch to her work. She is not merely an interior designer; she is a self-described “Culinary Creative,” a Storyteller who builds immersive experiences, one meticulously crafted detail at a time. For some clients, she is something more: the essential, often unseen, connection between a grand vision and a profitable reality

ThestoryofMaryT.MacDonald,thefounding principalofMACCIDesignInternational,cannotbe toldthroughfloorplansandfurnishingsalone. Tounderstandherworkistounderstandherworldview,a perspectivesteepedinaplayfulcuriosityandaprofound appreciationforthetheateroflife.Consider,fora moment,herappearanceatatapingof “The Chew” on Halloween.Shedidnotarriveasacatoraghost.She cameas “A Modern & Most Fashionable Witch who excels in the Culinary Arts of Potion Mixology, Steaming, Brewing & Precision Injections for the Most Discerning Victims.” Shecarriedablackcatspatulaandsyringes filledwithcolorfulserums,offeringto“inject” unsuspectingvictimswithherconcoctions.“ComeFly withMe,”washerpunchline.

Thisisnotjustananecdote;itisawindowintothemind ofadesignerwhoseestheworldnotjustasitis,butasit couldbe—moreinteresting,moreengaging,andcertainly morefun.Fordecades,Maryhasappliedthissame imaginativespirittotheworldofhospitality,designing morethan250hotels,resorts,restaurants,andclubs aroundtheglobe.Herwork,forwhichshehasreceived over20InternationalDesignAwards,isatestamentto theideathatatrulysuccessfulspaceisnotjustbeautifully decorated;itisanexperience,astorythatbeginsthe momentaguestwalksthroughthedoor.

AFoundationofDesignandGastronomy

Mary’sjourneyintotheworldofdesignandhospitality seemsalmostpredestined.Fromayoungage,witha custom-designedfashionwardrobe,shehadaninnate senseofstyleandpresentation.Sheformalizedthis intuitionwithdegreesinbothInternationalHotel ManagementandInteriorDesign,givingherararedual perspectiveonboththeoperationalandaestheticdemands oftheHospitalityindustry

Herdeepconnectiontotheculinaryworldwasfurther solidifiedduringhernine-yeartenureontheAdvisory BoardoftheprestigiousCulinaryInstituteofAmerica (CIA) Thiswasnotapassiverole.Shewasinvolvedin planningtheschool’s Napa Valley Campus,aprojectatthe historic Christian Brothers Winery Thisroleplacedherat theverycenteroftheAmericanculinaryscene,surrounded bythetopchefs,vintners,andinnovatorsinthefield.This foundation—ablendofformaleducation,industry leadership,andaninsatiablepersonalcuriosity,iswhat allowsMarytoapproachherdesignworkwithsucha uniqueandholisticperspective.

TheStoryastheBlueprint

At MACCI Design International,unlikeconventional designfirms,thedesignprocessdoesnotbeginwitha discussionofspaceplanningnorcolorandmaterial boards.Itbeginswiththediscoveryofastory.Maryand herteamimmersethemselvesinstudyingtheanticipated guestmixandtheirlifestylesandhowthiswillinfluence design.Itisalwaysimportanttodesigntoinfluencea guest'spositiveemotions.Often,thehistoryofalocation, thelocalculture,andtheclient’svisioncometogetherto formauniquenarrative.Sometimesthishistoryisdeeply rooted,aswhenapropertyisbuiltonsacredNative Americanland.Thisholisticresearchprocess,whichMary calls ‘MacCSquared,’ servesastheblueprintfortheentire project.

Aprimeexampleofthisphilosophyinactionwasher workonCaneelBay,theiconicresortinSt.Johnfounded byLauranceRockefellerin1956.Whenherteammade theirinitialpresentationtotheresort’sownership,theydid notuseonlymoodboards;theypresentedanexperience. MACCI’sconferencetablewasadornedwithtraysoflocal materials—teak,coconutshells,sand,andpalmleaves.A designer/chef,dressedinisland-stylewhites,served custom-madecocktailsfeaturinglocalrum,coconut,and cinnamon,stirredwithacinnamonstick.Inthecornerof theroomweresuitcasespackedwithclothingandsports equipment,representingthelifestyleofafutureguest.

Duringthepresentation,Maryrevealedapieceofhistory shehaduncoveredinherresearch:thename “Caneel” wastheFinnishwordfor “cinnamon,” areferenceto carvingsfoundintheisland’scavesfromatimewhen Finlandhadownedtheislandacenturybefore.Theisland was,andstillis,filledwithcinnamontrees.Thissingle historicaldetailbecameoneofthenarrativethreadsforthe entiredesign.

Thestorywastranslatedintosubtle,elegantdetails throughouttheresort:customdesignedbronze furniturehardwareshapedlikecinnamonsticks; bathroomfaucetssubtlyshapedlikethewingsofthe propellerplanesthatRockefellerhimselfpioneered. IntheguestroomArtPackage,MACCIdesigneda corkLost&FoundBoardthathadmanyitemsfrom thosefoundingdays:theatertickets,Zebra-framed sunglasses,andother1950sitemssealedina plexiglassbox.

Thedesignwasnotaheavy-handedtheme,buta seriesofquietdiscoveriesthatallowedgueststofeel adeeperconnectiontotheplace. “The answer is that we observe, study, and create for the guest’s delight and for our client’s success,” Marysays.

TheMissingLink:BridgingVisionandViability

Mary T. MacDonald

Itwasalong-timeclient,oneforwhomshehaddesignedseveralindependentproperties,whofirstgave herfirmaparticularlyfittingmoniker: “The Missing Link.” Thenamestuckbecauseitperfectly articulatedtheunique,oftenunfilled,roleMACCIplaysintheindustry,especiallyforprivatelyowned propertiesthatoperatewithoutthevastcorporateinfrastructureofamajorhospitalitymanagement company.

“He recognized and used our Operational and Marketing knowledge to produce successful projects,” Maryexplains.Thisisthecoreofthe“MissingLink”philosophy.MACCIprovidesmorethanjust design;itdeliversacomprehensivestrategicframework.Thefirm’sknowledgeextendstodesigningfora “select”market,anticipatingfuturetrends,andpossessingagranularunderstandingoftheoperational responsibilitiesofeverysinglehoteldepartment.ThisincludeseverythingfromtheFrontDesktoFood& BeveragetoSpaandWellnessServices,aswellasthecomplexsafetyprotocolsneededforpoolsideand oceanfrontservice.Thisdeepoperationalinsightallowsforaseamlessdesignprocesswhereaesthetics andfunctionalityareinperfectharmony.Thegoalistodiscover‘EXOPS’–ExperienceOpportunities thatelevatethegueststayandtheclient’sbottomline.

Furthermore,MACCIpartnerswithin-house registeredarchitects,anadvantagethatsaves smallerrenovationclientssignificanttimeand moneybyhavingdesignandarchitectural servicesunderasinglecontract.Thisintegrated approachensuresthatthecreativevisionisviable fromtheoutset.Theclientwhocoinedthe phrase,sheadds,alsoemphasizedthatMACCI’s presentationsweresuperiorintheirabilityto bringoperationalpartnersandfinancing consultantsonboard.Thefirm’sillustrated researchintoguestlifestylesandmotivations makesacompellingbusinesscasethatextends farbeyonddecor

Perhapstheultimateexpressionofthis philosophywasaprojectforthatsameclientin PanamaCity,Panama.Thepropertywasanew constructionhotelwithalargecasinobeing planned.Recognizingalucrativeopportunity, Mary’steamproposedthattheentirepenthouse floorbetransformedintoaveryspecial PresidentialSuite,amoney-makingamenity designedtocatertothecasino’shighrollers. Marynamedit“TheArtoftheManCavefor theModernGentleman.”

Theexperiencewasdesignedtobeexclusive fromtheveryfirstmoment.Guestsreceivea custom-madePanamahatasagiftupon registration.Aspecialelevatorbutton,labeled “FORMEMBERSONLY,”wouldtakeguests directlytothesuite,whereaBabyGrandPiano greetedthemattheentrance.Thesuiteitselfwas amasterclassinunderstandingthetargetguest. ItcontainedaClub-TypeBar,aBilliardTable, aprivateOffice,multipleFireplaces,aSauna, aSteamroom,andaGym.Thesuitealsoopened ontoaspectacularExteriorTerracethathelda privatePoolandFirePit.Inaclassictouchof Mary’splayfulwitandadaptability,iteven includedafeaturethatcouldbea “stripper’s pole disguised as construction, depending on the Guests!” Itwasaspacethatwasbothaluxurious sanctuaryandaprivateentertainmenthub, perfectlycalibratedtothelifestyleofitsintended user.Thisprojectwasnotjustinteriordesign; itwasastrategicbusinessdecision, arevenue-generatingconceptbornfrom MACCI’sabilitytoseethemissinglinkbetween anewcasinoandanemptypenthousefloor

TheTheaterofHospitality

Mary’sportfolioisatestamenttoher“Mantraof Originality.”Sheisfluentinawiderangeofaesthetic languages,creatingauthenticinterpretationsofMinimal, Contemporary,Traditional,ArtDeco,andevenZen.But hervisionoftenextendsbeyondthephysicalspacetothe verywayaguestinteractswithit.Foronehotelproject, shedevelopedaforward-thinkingconceptcalled“The Brain&ItsBrainCells.”Thiswasnotjustadesignbut anentireoperatingphilosophyforafictional solar-powered,glass-boxhotel.

Theconceptwasabrilliantfusionofhigh-tech personalizationandhigh-touchhospitality.Eachguest, uponcheck-in,wouldreceivea “Brain Cell” awearabledevice,perhapslikeasleekwristbandora discreetband-aid.Thiscellwouldholdalltheirpersonal informationandpreferences.Itwouldunlocktheir guestroomdoor Astheyentered,theirfavoritemusic wouldbegintoplay,andaprojectionoftheirpreferred styleofartwouldappearonthewindowshade.Eventhe scentoftheroomwouldbefamiliarandcomforting.

Thebellman,ahumantouchsheinsistsisessential, wouldarrivewiththeluggageandamini-fridge pre-stockedwiththeguest’sfavoritesnacks,drinks, andanynecessaryrefrigeratedmedications.

TheBrainCellwouldcontinuetopersonalizethestay, controllingthelightingandwatertemperatureinthe bathroom,providingdirectionstothegym,and unlockingapersonallocker.Itwouldofferway-finding tomeetingareasandpresentpersonalizedmenusand entertainmentoptions.Thetechnologywasdesignednot justtoenhancetheguestexperiencebutalsotoassist thehotelinupsellingitsamenities.Behindthescenes, thesystemwouldhelpthehotelsaveonenergycosts andupholdits “Green” standardsbytrackingguest habits.Thebranding,Marynotes,isobvious: “The hotel holds a Brain and shares its Brain Cells with their guests!”

Mary’sflairfortheatricaldiningextendstoherevent workaswell. AtChristie’s,shecreatedaformaldining tablefroma$10,000claw-footedbathtub

Foranother,shedesignedawhimsicalbanquetfora fictionalfelineguestofhonornamedAloysius,featuringa menuofpreservedwhitemiceunderglass,alive fishbowlforappetizers,andablackbirdpiefordessert. Theseprojects,whilewhimsical,showcaseherabilityto deconstructourexpectationsandfinddelightinthe unexpected.

ACulinaryLifeinPractice

WhileMary’sprofessionallifeisinhospitalitydesign,her personallifeisacontinuousexplorationofallthings culinary.Thisisnotahobby;itisanintegratedpartofwho sheis.Sheisknowntotakefriendstofive-starrestaurants inMiami,LosAngeles,orLondonandplayfullychallenge thechefs.Longbeforeitbecameagourmetstaple,she wouldrequestmacaroniandcheeseinthemiddleofabusy nightoffinedining. “The chefs loved the challenge,” Mary says, “or didn’t—but they always came through.” Shehas donethesamewithlycheemartinis,herb-infusedcocktails, andmorerecently,agaveinfusedwithMexicanvolcano lava,constantlypushingtheboundariesoftheexpected.

Thisplayfulspiritonceledtoamemorable momentattheacclaimedRaceTrackrestaurantin Mumbai.Whenherfood,andthatofhervery properclient,Mr.SurendraHiranandani,didnot arriveontime,shetookmattersintoherown hands.Withaflairforthedramatic,sheserved herclientthefloralcenterpiece,whichthey humorouslyreferredtoas “Poison.” Itwasanact ofimpromptucreativitybornfromnecessity.

Mary’spassionforthedetailsofdiningextendsto thetoolsthemselves.Sheisanavidcollectorof unusualnewandantiqueculinaryimplements. Sheonceengineeredacustompopoverforkwith acorporatechefforarestaurantshedesignedin NewHampshire,asmallbuttellingexampleof hercommitmenttoenhancingeveryfacetofthe guestexperience.

Thislovefortheaterandfoodcoalescedinher side-gig,aneventplanningcompanycalled “ObsessedwithGilt.”Marycreatedafictional personaforherself—aformerBaronesswho,after atorridloveaffair,nearlylostherpalazzo. Tosaveit,shequips, “I turned it into a Brothel, oh, excuse me, a ‘Boutique Hotel’.” Shethen meltedthefamilyjewelsandbecame“Obsessed withGilt."Thisfantasticalstorybecamethebasis forreal-worldevents,includingfurnishinga “gilted”propertyattheFENDIshowroomin Miami,wheresheserveda15th-centuryrisotto recipeinfusedwithrealgoldleafflakes,an ingredientoncebelievedtohealheartaches.The ventureledtoaninstallationatArtBaselcalled “GiltyThoughts”andarestaurantinNashville called“GiltandLak.”

Mary’scommitmenttotheculinarycommunityis alsodeeplypersonal.Forfouryears,sheserved astheChairmanofthe “Chefs and Champagne” fundraiserfortheJamesBeardFoundationinthe Hamptons.Shebroughthersignaturecreative flairtotheevent,invitingfamousfashion designerstocreateoriginal “Costumes for Cooking” andrenownedinteriordesignersto createuniquetabletopsettings,allofwhichwere auctionedtosupportthefoundation.InherEast Hamptonhome,sheevenhosted“ForMen Only”cookingclasses,whereshefoundhermale studentstobefabulous—precise,disciplined, anddecisive.

Collaboration

Maryunderstandsthatcreatingtheseimmersive worldsisnotasolitaryendeavor.Collaborationis acornerstoneofherprocess.Shehasa long-standingcomradeshipwithCini-Little, oneofthenation'slargestfoodservice consultants,collaboratingonprojectslikea 1.3million-interior-square-footconference center outsideWashington,D.C.,wherethey designeddisplaykitchens,buffets,outdoor diningspaces,andFirePits.

Hercollaborationwiththeinternational landscapingarchitecturalfirmEDSAhasbeen particularlyfruitful.Together,theyplanneda 30-acrewaterfrontresortdevelopmentinthe Hamptons.Theirjointvisionforthepropertywas exhaustive,includingthehotel,spa,garden guestroomsandcottages,aconservatory,ayoga chapel,tenniscourts,apoolwithcabanas,apet dayspa,abeachandbathinghouse,andevena customprivatetraincarwithspaservices designedtoappealtotheirtargetclientele fromWallStreet.

Thedeepdiveintolifestyle-baseddesign,crystallized inprojectslikethePanama“ManCave,”solidified Mary’sinterestincreatingholisticbrandsthatextend beyondasingleproperty.Thisledtothecreationof MacMenSquared,apersonal,one-on-oneservice offeringfashionablyacquiredfurnishingsand accessoriestailoredtothemoderngentleman’s lifestyle.Itwasanaturalevolution,takingthe principlesofalarge-scaleprojectandtranslatingthem intoabespokeretailexperience.

However,herbrandevolutioncontinuesintoeven morepersonalandprescientterritory.Maryis currentlychannelinghercreativeenergiesintoher latestandmostambitiousventure:creatingand branding“TheGeorgeBentley.”Thisnewbrandis beingbuiltaroundthepersonalityofhermost handsomeandproudBritishExoticCat,amagnificent creatureshehasappropriatelynamed“George BentleyPumpkin-EaterIII,PrinceofArt,Fashion &Mischief.”

Thebrand’sflagshipprojectisthedevelopmentanddesign of“TheGeorgeBentley,aBoutiqueResidence Hotel–fromCatnapstoLive-InResidences.”

Theproperty,currentlyunderdesign,willbeaworldunto itself.ItwillhouseaBritishPub,cheekilynamed “TheThreeBlindMice,”wherespecialtycocktailswill include“TheBacardiBentley”(inbothalcoholicand non-alcoholicversions)and“Pride&Passion.”

A“LibraryofCongress”willprovideaspaceforgueststo cometogether,holddiscussions,orstudy—and,ofcourse,a placeforCatnaps.

Thehotelwillalsofeature“TheBentleyBathand WellnessCenter,”aconceptwovenintoherMACCI HealthCircusbrand,offeringthelatestSpa&bathing techniquesforaguest’streasureddogorcat.Thispointsto alargerbusinessstrategy.Maryisdesigningalineof customfurnishingsforguestroomsandpublicspaces.These furnishings,shenotes,willbedesignednotonlyforher hotelbutwillbeavailableforanyhotelwhosegueststravel withtheirpets,tappingintoagrowingandpassionate market.

TheworldofGeorgeBentleyextendsfarbeyondthehotel walls.ThebrandisalreadyintheprocessofwritingFilms andBooks.Itisdevelopingalineofsmallerluxuryitems, includingBentleyHoodOrnamentsandtravelaccessories. Andinafinal,astutetouch,GeorgeBentleyhimself currentlyservesastheCEOofEmbellish,afashion accessorycompanywithanonlinepresenceat www.Embellish.nyc.

Thisnewventureisamasterclassinbrand-building, showcasingMary’suniqueabilitytospinacharming, personalstoryintoamulti-facetedandcommerciallysavvy enterprise.Itisatestamenttoherbeliefthatapowerful narraivecanbethefoundationforalmostanything.