I started my career in P&G’s corporate fitness centers, where each employee’s initial visit began with an assessment:
What was working?
What wasn’t?
What was their desired outcome?
The physical measurements set a baseline, while the internal testing (aerobic response on the bike) revealed their true capacity in that moment.
Only then could we design a program they’d follow—to see real results.
Five years later, after a career pivot, I found myself back in P&G—this time not in the gym, but working on their billion-dollar brands through an agency.
And the truth? The process was even more rigorous.
Before we touched design, we had to understand what was and wasn’t working—both with the business and the brand. That meant assessments, analyzing the competitive set, and uncovering the consumer truth. Every detail mattered: from strengths and weaknesses to future opportunities and risks. Because without a clear strategy tied to the desired outcome, there was nothing to measure design against.
And today? I do the same with women.
Too many try to force their way forward without clarity—
→ Hustling harder in careers they’ve outgrown
→ Pouring into relationships that no longer fit
→ Measuring themselves against someone else’s definition of success
But here’s the problem: building a life without clarity is like building a house without a blueprint. You can pour in effort, money, and time—but it won’t stand.
The real breakthrough isn’t in effort. It’s in clarity.
When you get honest about where you really are—and name your desired outcomes—the gap is revealed. From there, a new trajectory is set, one that directs every step. Not just action, but inspired action that aligns with a vision so tightly crafted it demands mental rigor, discipline, and focus.
The question is never IF she will arrive—the only question is WHEN.
Ironically, it doesn’t matter if it’s fitness, billion-dollar brands, or your own identity… the process is always the same:
Clarity first. Strategy second. Transformation third.
And sometimes the breakthrough isn’t in working harder—it’s in giving yourself permission to pause, reassess, and finally build a life designed for you.