Why Looking At The “Wrong” Category Can Often Be Right
Category Agnostic:
For a good reason.
We’ve always loved being category agnostic. People often ask if it’s harder to jump between wildly different industries, but we find the opposite to be true. When you aren't siloed in one swim lane, you start to see that most people are actually dealing with similar structural truths.
Over the past month, we’ve had conversations with non-profit advisors, corporate HR leads, growth-stage founders, and enterprise marketing leaders. On the surface, their worlds couldn’t be further apart.
But the challenge for all of them? Capacity Building.
It’s the theme that kept showing up in very different rooms:
In the Non-Profit Sector: We talked to advisors helping leaders move past the scarcity mindset. They aren't just looking for more funding; they are trying to build the internal structure and leadership capacity to actually deploy that funding effectively.
In Employee Engagement: We attended a panel about self-care and volunteering. The challenge there? How do we ask employees to engage in purpose-driven work or give back when they feel they have zero emotional or mental capacity left at the end of their day jobs? It feels like a capacity drain that no "wellness app" can fix on its own.
In High-Growth Business: This is the classic "scaling the engine" problem. A company has the demand and the product, but they lack the operational capacity to fulfill it. They are trying to build the bridge while they’re already driving the truck across it.
In The Enterprise Org: They have ambitious marketing goals without the resources to tackle them all this year.
When you’re deep in your own industry, the problems feel unique - and that can feel isolating. But there is something incredibly clarifying about stepping back and realizing these aren’t category or client-specific problems. They are human and organizational patterns.
Bringing fresh “outside” perspective from across categories and sectors is the ultimate unlock. Couple that with intentional, custom strategy + the systems and rigor to execute and it’s a win.