It’s time for a new business playbook that prioritizes creativity and relationships over coercion

I'm Gin.

My writing is an examination of the world around me. I cover a lot of topics, but they share a common theme. I like to look at broken social contracts, profundity in monotony, giving words to the underlying messages in what we say and do.

For the past decade, that same attention has gone toward marketing and entrepreneurship by aligning with creatives, women entrepreneurs, and people of all genders who think creatively for a living.

The essays here are where my interests overlap. These philosophies also show up in my strategic approach to branding and marketing.

I'll tell you why it matters.

Right now, women control 85% of consumer spending decisions, which translates to $31.8 trillion globally and growing. Yet 91% of women feel misunderstood by brands trying to reach them. (NielsenIQ) Studies show that consultative selling improves conversion, while 80% of consumers will disengage when they feel too much sales pressure.

It’s more important than ever to have someone on your side who likes people and strives to understand a demographic.

Good marketing strategy, technical savvy, creativity, the pursuit of knowledge, and emotional intelligence go a long way in this new age of digital marketing. If you're ready to show up differently, I'd love to talk some time.