Projects I am Excited About
A Glimpse Into the Work
I don’t always share the specifics of the projects I’m working on. In many cases, I prefer to keep the details close out of respect for my clients and the confidentiality that’s part of doing meaningful work.
But right now? The work is too good not to share.
I’ll keep names anonymous, but I’m having too much fun (and doing too much cool stuff) to stay totally quiet.
Not just for the sake of visibility, but because I think it’s helpful to see how businesses are evolving and what types of questions they’re asking when they’re ready to grow.
Understanding Consumer Behavior
One client is experiencing something we see more often than you’d expect:
Product? Excellent.
Website? Clean, clear, well-designed.
Traffic? Consistently increasing.
But conversions remain low.
So, we’re digging into the “why” from multiple angles:
Focus Groups: We’re going beyond surveys to actually listen—to both current and prospective customers—and hear what’s influencing their purchase decisions (or lack thereof).
Customer Survey: We’re casting a wider net to look for patterns across a broader audience and back up qualitative data with numbers.
Site Heat Mapping: We’ve installed tools that track where users are landing, where they click, and where they drop off. Small design changes, better hierarchy, and clearer calls-to-action can all stem from this kind of data.
This work is less about flashy changes and more about refinement.
Strategic Business Development
This is work I quietly do for many of my clients, often in the background of a larger engagement.
At the core, it’s about asking: What problem are we solving, and who needs this solution right now?
We’ve been building out:
Clear articulation of value
Smart, targeted outreach
Early-stage conversations that are rooted in collaboration, not selling
Strong, compelling proposals that outline possibilities
Done well, it opens doors—not just to revenue, but to meaningful partnerships that move the brand forward.
Team Design + Hiring Strategy
This has been a major theme in 2025: helping clients move out of the “wear every hat” phase and into smart, sustainable team growth.
It usually starts with burnout or stagnation. And it often leads to questions like:
What roles are actually missing?
What kind of support would free up the founder to lead?
How can we build a team without overbuilding too soon?
From job description to interview, offer to onboarding—I’ve been leading this work for several businesses this year. In some cases, even managing new hires through their first 90 days to ensure they stick, grow, and align to the vision.
It’s the kind of work that doesn’t show up on Instagram, but it changes everything.
If there’s a common thread across all these projects, it’s that none of them were part of some preset service menu. They came out of listening. Out of curiosity. Out of clients being willing to say, “I’m not sure what the solution is, but something isn’t working the way I want it to.”
