Evan Nierman

Red Banyan

Red Banyan is a strategic communications firm specializing in public relations, crisis management and marketing.  Red Banyan Group combines creative thinking, steady judgment shaped by experience and a relentless commitment to achieving results for its clients.  Red Banyan offers a wide array of services, including: media relations, crisis management, marketing, corporate communications, litigation support, social and digital media, copywriting and editing and media training.

Founder and CEO

Entrepreneurs'​ Organization

Entrepreneurs Organization (EO) Member 

Green Bullion Financial Services

Director of Public Relations

Saylor Company

Principal

AIPAC

Editorial Director and Executive Editor of Near East Report

Communications Associate and Managing Editor of Near East Report

Communications Assistant

Founder & CEO, Red Banyan PR | Author of Top-Rated Newsletter on Communications Best Practices

My team and I are focusing on STRATEGY and RESULTS. I lead an international PR and crisis management firm that exists to press the truth.  We empower clients to achieve business goals using strategic communications. We specialize in crisis management, high-stakes PR, and complex assignments requiring creative thinking, steady judgment shaped by experience and a relentless commitment to exceeding expectations.

Red Banyan Group is a strategic communications firm specializing in public relations, crisis management and marketing.  Red Banyan Group combines creative thinking, steady judgment shaped by experience and a relentless commitment to achieving results for its clients.  Red Banyan offers a wide array of services, including: media relations, crisis management, marketing, corporate communications, litigation support, social and digital media, copywriting and editing and media training.

Titles change. Companies reorganize. Projects end.
But your mission is what stays.

I see this every day in crisis PR.

People who attach themselves to roles, personalities, or status lose direction the moment pressure rises.

People who attach themselves to a mission stay steady even when the narrative falls apart.

In high-pressure situations the difference is striking:

a.) Leaders who cling to titles look for protection.
b.) Leaders who cling to purpose create solutions.

When a leader centers their compass on a goal instead of ego, the team immediately knows how to respond under pressure.

This shapes reputation from the inside long before the outside world sees it.

If you want stability in difficult moments, start here:

Anchor yourself to values, not positions.

Positions shift. Integrity remains.

Focus on mission, not personalities.

Preferences crack under pressure. 

Mission keeps direction.

Build a culture where purpose leads and titles follow.

This creates a team that holds together even when the silence gets uncomfortable.

In crisis PR, purpose is the most reliable navigation tool.

Reputation begins at the point where you choose to attach yourself.

Follow Evan Nierman for insights on crisis PR, leadership under pressure, and reputation management.

A reality check for any leader: 
Your crisis plan is only as strong as the person who goes first.

Most teams assume a crisis will activate responsibility automatically.

They think the plan will guide everyone.

They expect people to step in at the right moment.

But crises do not work that way.

The real breakdown happens when every person waits for a signal that never comes.

Hesitation does more damage than the crisis itself.

A crisis-ready team runs on four behaviors:

1. Awareness → People notice early signs instead of assuming “it will pass.”
Awareness stops problems before they spread.

2. Initiative → Someone steps forward even if it is not part of their role.
Initiative prevents escalation.

3. Communication → Information moves quickly and clearly.
No gaps, no guessing, no confusion.

4. Follow-through → What starts gets finished.
No loose ends for the public to fill with their own narrative.

Without these behaviors, plans stay on paper and the crisis gains control.

With them, the team acts with clarity and the situation stabilizes before it spirals.

Follow for weekly insights on crisis leadership and responsible communication.

In every crisis, the same problem appears:
everyone waits for someone else.

Most crises don’t escalate because of external pressure.

They escalate because of internal silence.

In organizations without a clear chain of responsibility, the same pattern emerges: everyone assumes it’s “someone else’s job.”

And while that pause drags on, the internet becomes the spokesperson.

A vacuum in a crisis never stays empty.

If you don’t fill it, the narrative will.

Leadership in a crisis isn’t delegation.

Leadership means the first sentence, the first move, and the first signal come from you not from the chaos around you.

The most dangerous phrase in crisis PR is: “I assumed.”

When a crisis hits, it must be unmistakably clear who speaks, who leads, and who owns the response because while the team hesitates, the reputation burns.

Follow for weekly insights on crisis PR and reputation management.

Reputation is what people believe about you. 
Character is who you are when no one is watching.

You can shape reputation.

You choose your message, control the narrative, and manage how you appear in public.

Character is different.

It is built in the unseen moments.

In choices that cost you something.

In how you treat people who cannot offer you anything in return.

Here is the truth many leaders learn late:

Reputation without character looks strong until pressure hits. 

Then it collapses.

Reputation is external. 

Character is internal.

When they do not align, that gap becomes the crisis.

You can polish reputation.

You cannot fake character.

People may believe the image for a while.

But character shows itself over time in patterns and consistency.

Character is what survives the crisis.

If it is real, you rebuild.

If it is not, everything falls apart.

Leaders who last are not the ones with the best PR.

They are the ones whose private behavior matches their public words.

Reputation may open the door.

Character is what keeps you in the room.

Follow Evan Nierman for weekly insights on leadership, integrity and what endures.

The way you treat people when no one’s watching
says more about your leadership than any title ever could.

I’ve seen this in boardrooms, startups, and crisis situations.

The leaders who earn trust under pressure are the ones who lead with respect, not authority.

Reputation doesn’t begin with public perception.

It begins in private moments how you speak to assistants, interns, or colleagues when stress peaks.

Those quiet interactions shape culture. 

And culture shapes how your organization responds when challenges appear.

If you want lasting trust, start here:

1.) Respect without hierarchy.
People notice how you treat those who can’t advance your career. Respect creates loyalty that outlasts titles.

2.) Listen before reacting.
When pressure rises, the instinct is to speak first. Listening shows discipline — and builds confidence in your judgment.

3.)Treat every role as essential.
No crisis is solved alone. When people feel valued, they take ownership — and that’s where real resilience begins.

Leading with title earns compliance.

Leading with respect earns commitment.

Reputation is built on how people feel in your presence, not on your résumé.

Follow for weekly insights on leadership, crisis PR, and reputation management.

A client once told me: "I don't want to apologize. I want to win."
That's when I knew we had a problem.

He was furious.

The media was running a story he believed was unfair.

The facts, in his view, were being twisted.

And his instinct was to fight back. Publicly. Loudly.

To "set the record straight."

To win.

I understood the impulse.

When you're being criticized—fairly or not—the natural reaction is to defend yourself.

To prove you're right.

To make everyone see your side.

But here's what I told him:
"You can win the argument and lose everything else."

Because in a crisis, winning isn't about being right.

It's about being trusted.

And trust doesn't come from fighting.

It comes from how you show up when things go wrong.

Here's what happens when ego drives crisis response:

You focus on being right instead of being heard. 

People don't care about your ten-point rebuttal. 

They care whether you understand their concern.

You turn critics into enemies. 

When you fight back, you escalate. 

And escalation rarely ends in your favor.

You lose the people in the middle. 

The ones who were willing to listen? 

They stop listening when you start swinging.

The conversation I had with that client wasn't easy.

But eventually, he understood:

The goal isn't to win.
It's to resolve.

To move through the crisis with your reputation intact.

To show humility when humility is called for—and strength when strength is needed.

We didn't issue a combative statement.

We acknowledged the concern. 

Clarified the facts calmly. 

Focused on what we were doing moving forward.

No victory lap. No "gotcha" moment.

Just accountability and action.

The story faded.

The relationship with his stakeholders held.

And he learned something more valuable than winning an argument:
In crisis, ego is a liability.

Strategy is what saves you.

Follow for weekly insights on strategy and leadership under pressure.

The verdict doesn't matter if you've already lost in the court of public opinion. Litigation PR has changed.

It used to be simple: Don't comment on pending litigation. 

Let the lawyers handle it. 

Stay quiet until the judge rules.

That strategy doesn't work anymore.

Because while your legal team is preparing motions, the other side is shaping the narrative on social media, cable news, and in the press.

And by the time the case settles or goes to trial, public perception is already locked in.

Here's what's different now:

The court of public opinion moves faster than the courtroom.

A lawsuit gets filed. 

Within hours, it's trending.

You can't wait 18 months for discovery to tell your side of the story.

The damage is happening now.

Silence reads as guilt.

"No comment" used to be safe.

Now it looks like evasion.

If you're not telling your story, someone else will and their version will stick.

Juries Google.

Even when judges instruct them not to, jurors search for information.

What they find online influences how they interpret the evidence in court.
Settlements don't erase headlines.

You can settle the case. 

You can't settle the reputation damage.

If the narrative is "they did something wrong and paid to make it go away," that story lives forever.

What effective litigation PR looks like today:

1. Legal and PR working together from day one. Not as adversaries. As partners with a shared goal: protect the client.

2. Proactive messaging that tells your side without compromising the case. You can communicate strategically while respecting legal boundaries.

3. Stakeholder management beyond the courtroom. Employees. Investors. Customers. They're making decisions now based on what they see—not waiting for a verdict.

4. Digital reputation management. Ensuring your narrative isn't buried by the opposition's spin.

The goal isn't to win the PR battle and lose the legal one.

It's to protect your reputation while you fight the case—so when it's over, you still have a business to run.

Litigation PR isn't optional anymore.

It's essential.

Because even if you win in court, losing in public can cost you everything.

Follow for weekly insights on litigation communications and reputation protection.

If you're delivering bad news over email, you've already lost the relationship.
I see it all the time.

The termination notice sent at 5 PM on a Friday.

The policy change buried in a mass email.

The apology that reads like it was drafted by legal and approved by no one with a pulse.

Leaders hide behind screens when things get hard.

And it always backfires.

Because bad news delivered without presence feels like cowardice.

And cowardice destroys trust faster than the bad news itself.

Here's why email fails in crisis:

1.) It removes accountability. You can't see the person's reaction. 

You can't answer their questions. 

You can't adjust based on how they're receiving it.

You just send it—and hope it lands okay.

2.) It feels transactional. Email says: "This is a task I needed to complete."

A conversation says: "This matters enough for me to show up."

3.) Tone gets lost. What you meant as direct reads as cold. 

What you meant as professional reads as detached.

And in a crisis, tone is everything.

4.) It invites misinterpretation. People fill in the gaps. 

They read between the lines. They assume the worst.

Because when you're not there to clarify, they're left to imagine your intent.

The hard conversations—the ones that matter most—deserve your presence.

Not your inbox.

That means:

→ A phone call when you can't be there in person.
→ A video meeting when you need to see their face.
→ A real conversation—not a one-way broadcast.

Yes, it's uncomfortable.

Yes, it takes more time.

Yes, it's harder than hitting "send."

But leadership isn't about efficiency.

It's about integrity.

And integrity shows up.

Even when—especially when—the news is bad.

Follow for weekly insights on communication, presence, and leadership.

Five words that never work in a crisis:
"It was just a joke."

I’ve heard this defense after an offensive tweet, a tone-deaf comment, or a video that “wasn’t meant seriously.”

Every time, it makes things worse.

Intent doesn't matter. Impact does.

You may have meant it as humor, but if it landed as hurtful or dismissive, that is what counts.

Explaining your intent doesn't erase the impact. 

It only sounds like avoiding accountability.

Humor doesn't land the same for everyone.

What is funny to you may be insulting to someone else.

Sarcasm gets lost. Tone gets misread.

And you do not get to control how people receive it.

"Just joking" sounds like minimizing.

People hear:

"You're overreacting."
"You're too sensitive."
"I'm not responsible."

That never ends well.

The internet doesn't care about your intentions.

A joke that fails in a room is awkward.

A joke that fails online is permanent.

Screenshots keep the words, not the tone.

What to do instead:

Own the impact.

"I meant it as humor, but I see how it landed, and I'm sorry."

Skip the justification.

Don't explain why they shouldn't be offended. 

Acknowledge that they are.

Know your audience.

Not every joke fits every context.

The best communicators understand this:

You don’t decide how your words are received.

You only decide whether you'll stand by them or own the mistake.

Follow for weekly insights on communication, accountability, and reputation.

Microsoft just bought a 27% stake in OpenAI.
On paper, it's a business deal. In reality,

it's a power shift that changes everything about who controls the future of AI.

And most people aren't paying attention.

Here's what just happened:

OpenAI—the company that gave us ChatGPT—was structured as a nonprofit with a mission: develop AI that benefits humanity, not shareholders.

Now it's becoming a public benefit corporation.

With Microsoft holding significant equity.

Translation: the guardrails just got weaker.

And the profit motive just got stronger.

This isn't just a tech story.

It's a reputation and accountability story.

Because when innovation moves faster than regulation, trust becomes the only thing holding the system together.

And trust is fragile.

Here's what this deal reveals:

Power and accountability are diverging.

Microsoft gains influence. OpenAI gains capital.

But who's accountable when something goes wrong?

When AI makes a harmful decision, who answers for it—the nonprofit mission or the corporate investor?

The structure just got more complicated. And complexity is where accountability dies.

The narrative is shifting before the public realizes it.

Most people still think of OpenAI as the "good guys" in AI development.

Independent. Mission-driven. Different from Big Tech.

But this deal quietly erodes that distinction.

And once the public catches on, the backlash will be swift.

Innovation is outpacing oversight.

AI development is moving at a pace regulators can't match.

New models. New capabilities. New risks.

And the companies building it are writing their own rules—because no one else can keep up.

That's a reputation time bomb.

Three lessons for communicators navigating the AI era:

1.) Transparency isn't optional anymore.
The days of "move fast and explain later" are over.

If your company is pushing boundaries in AI, you need to communicate what you're doing, why, and who's accountable—before someone else defines it for you.

2.) Mission statements won't protect you.

Saying you're committed to safety and ethics doesn't mean anything if your structure prioritizes profit.

The public is learning to look past the messaging and examine the incentives.

3.) One misstep reshapes trust overnight.

AI mistakes don't just hurt your brand. They reshape public perception of the entire industry.

When trust is the only thing preventing regulation or backlash, you can't afford to get it wrong.

This deal is a signal.

The AI race is accelerating.

And the companies that win won't just be the most innovative.

They'll be the ones who figured out how to build trust while everyone else was just building technology.

Follow for weekly insights on crisis management in the age of rapid innovation.

The video went viral within hours.



Erratic driving. Swerving across lanes. 

Tailgating. Confused explanations.

Britney Spears is struggling and the people who should be protecting her brand either can't reach her, or aren't there.

This is what happens when crisis management fails before the cameras start rolling.

Her family, once accused of micromanaging under conservatorship, is now reportedly uninvolved. She's entirely on her own.

That absence is a brand liability playing out in real time.

For public figures, a functioning support system is essential reputation management. Without close advisors and a competent crisis team, minor incidents escalate into viral PR disasters.

What every crisis team should learn:

1. Act before the cameras roll.

Warning signs were there—erratic posts, fractured relationships, behavioral shifts insiders likely noticed months ago.

Waiting until damage goes viral is a fatal mistake.

2. Build a network, not an audience.

Fans aren't advisors. Real stability comes from legal, emotional, and strategic professionals who can say "no."

If no one in the inner circle has that role, the inner circle is the problem.

3. Control the narrative—or be controlled by it.

Her Instagram follow-up was confusing, rambling, unsupervised. It made things worse.

Messaging needs to be intentional. Not every thought belongs online.

4. Understand the cost of visibility.

Britney Spears is a brand with cultural equity, legacy value, and commercial interest.

When celebrities become unstable in public, they jeopardize the long-term viability of their brand.

5. Have a comeback plan before the crisis hits.

Image rehabilitation must begin in calm moments, not after public collapse.

The Reality:

Once the video goes viral, you're not managing a crisis.

You're managing the aftermath of one that's been building for months.

When public figures lack a clear PR strategy, one misstep becomes an irreversible spiral.

Public life offers rewards, but also risk.

When the spotlight turns toxic, survival depends on having the right people, the right plan, and the ability to act fast.

Because if you don't manage your reputation, someone else will.

Follow for weekly insights on crisis intervention and reputation protection.

The House passing the Epstein files bill 427 to 1 is not the headline.
The real headline is what happens next.

Many people assume the release will simply reveal names and fuel public outrage.

They think the narrative will unfold on its own, driven by the documents alone.

It won’t.

The truth is that the decisive moments will unfold in the first 24 to 48 hours.
 
That is when teams move, stories shift and reputations are either protected or permanently damaged.

Here is the pattern that crisis professionals recognize immediately:

• rapid distancing from implicated networks
• controlled statements designed to anchor early perception
• coordinated messaging to shape how the public interprets new information
• quiet legal positioning before narratives harden

With preparation, reputations can be stabilized.
 
Without it, the public forms conclusions that become nearly impossible to reverse.

For a fuller breakdown of what the next phase will look like, see my crisis communications analysis on CBS LA:

https://lnkd.in/eNcjD88i

Excited to be a guest speaker at Broward College today. Sponsored by Kappa Delta Pi, the international honor society in education, this event highlights the importance of kindness in our lives and the impact each of us can make. #guestspeaker #browardcollege #education #kindnessmatters #leadership

Red Banyan has once again been named an Inc. Magazine Power Partner—recognized back-to-back as one of the top B2B firms in public relations. PROUD of the work we do, the IMPACT we create, and the TEAM that makes it happen. Grateful to the leaders who count on us when the stakes are highest. Recognition like this is earned by showing up, staying sharp, and delivering when it matters most.
#IncPowerPartners #RedBanyan #Leadership #CrisisPR #ReputationMatters

Open article: Red Banyan Named 2025 Inc. Power Partner | Red Banyan by redbanyan.com

Red Banyan Named 2025 Inc. Power Partner | Red Banyan

Even the most successful entrepreneurs have blind spots. 
I wrote this piece for Entrepreneurs'​ Organization's Inc. Magazine channel after seeing how often leaders overlook issues that quietly grow beneath the surface—especially when things are going well. Big takeaway? Success doesn’t erase your weaknesses. It often hides them. Staying aware is what separates leaders who grow from leaders who stall. 
Read the full article here:
https://lnkd.in/ei3ysW-x
#Leadership #Entrepreneurship #Growth #ReputationMatters

Open article: 5 Blind Spots That Sneak Up on Successful Entrepreneurs by inc.com

5 Blind Spots That Sneak Up on Successful Entrepreneurs

It’s not every day your work helps put a client in the dictionary. 
But that’s exactly what Red Banyan did.

Through focused media relations and strategic advocacy, our client’s insights were quoted by Merriam-Webster and cemented into the official definition of “radicalism.” A defining voice on a defining issue—with national impact.
This kind of influence doesn’t happen by chance. It’s the result of precision, consistency, and the right message delivered at the right time.

This is the power of strategic communications.
This is the power of Red Banyan.

See the dictionary citation: https://lnkd.in/eFzcmDE7
#StrategicComms #MediaRelations #ThoughtLeadership #CrisisPR #ReputationMatters #Authority

Glen Powell understands that reputation is the most valuable asset. He is smart and strategic about his every move, and it's paving the way to new levels of superstardom. My take in the Us Weekly cover story.#celebrity #publicrelatons #strategy

Open article: How Glen Powell Balances His Career, Dating and Life in Texas (Excl) by usmagazine.com

How Glen Powell Balances His Career, Dating and Life in Texas (Excl)

When a crisis occurs, customers shouldn’t be left to solve it themselves. 
As I shared with Business Insider, hospitality companies earn goodwill by removing the burden, not adding to it. Relocation, refunds, and clear guidance aren’t perks. They’re the basics. Read the full story:

Open article: Hilton's CEO says problem-solving keeps guests coming back by businessinsider.com

Hilton's CEO says problem-solving keeps guests coming back

Leadership means staying grounded when everything around you is uncertain.

I recently contributed this piece to EO on how today’s leaders can build resilience that actually lasts. Especially when times are turbulent, the habits you form before the crisis often define how you lead through it.
Grateful for the chance to share these ideas with the EO community—and would love to hear what’s worked for you. Read the full article here:
https://lnkd.in/eU_n8UCG
#Leadership #Resilience #Entrepreneurs #CrisisPR #StrategicComms

Open article: Developing Resilient Leadership Habits for Uncertain Times by eonetwork.org

Developing Resilient Leadership Habits for Uncertain Times

Learning about diplomacy, debate and ideally compromise, collaboration and problem-solving. Critically important business and life skills. Proud of my daughter Noa Nierman for participating in Model U.N. as a diplomat from Jordan!

Student at Marjory Stoneman Douglas | Teen Leader |

The past two days, I’ve been honored to participate in BULLSMUN 2025 as a delegate for the Hashemite Kingdom of Jordan. This is a Model UN conference for high school students where we use parliamentary procedure, give speeches, and collaborate to solve current global diplomatic issues. I participated in the FAO (Food and Agriculture Organization) committee, where the bloc I led developed a logistical and fair economic and legal framework addressing climate change and managing the effects of global hunger. I was honored to be named Outstanding Delegate by the committee chair, as well as my school being named best large delegate with the most amount of wins! Grateful for this opportunity to collaborate with other students, practice my public speaking, and craft detailed resolutions to real life issues. I am also excited to announce that I have officially joined the MSD Model Un club officer team as the social media manager. Looking forward to the next conference already!

Sara Simmonds

CEO Impact Innovator | Helping Purpose Driven Entrepreneurs Scale to $1 Million, $50 Million and Beyond | Follow Me For Systems On Sustainable Growth 🌎

With 100K+ followers, 14 years controlling $ Billion buying budgets generating $200M+ for corporates

Plus $10M+ growth for purpose led founder results and $50M+ in positioned expansion - I built the organic growth system for entrepreneurs I wished existed when I needed it most.

My $150K Lesson:

2007: Co-founded Sharkah Chakra, world's first award-winning impact jeans brand. Featured in Vogue, GQ. Winner/ 30 team members.

The insight: As a $Billion Dollar buyer, I saw what made offers succeed at scale. When I built my own brand, I realized most entrepreneurs don't think like buyers - they think like sellers.

The breakthrough: I stopped asking "What expert should I hire?" and started asking "What would make ME approve this budget?"

The answer: ONE Category of One business - fully integrated, perfectly aligned, impossible to ignore.

That shift changed everything

Impact Innovator OS - The Integrated Growth System

I built ONE system that integrates everything a Purpose Led Entrepreneur needs to scale:

Strategy - Your custom path to scale
Offer - Your Category of One Offer
Sales - Your revenue engine
Mindset - Your breakthrough leadership

Everything in-house. Everything you own. Forever.

My System Results:

£0 to £300K in 12 months without agencies
100K+ organic following through owned systems
Multiple 6-figure months, 40-hour weeks
Zero debt, 100% profitable

Founding Member Results Using This System:

Eugenie & Luis: $1M+ additional revenue
Ami: 0- $300K launch
Carol: $200K Sell out launches and scaling to $30MN
Rachel: $500K funding round achieved 
Jo: $2MN -$4MN Sales Increase 
Marie & Jason: Eliminated $144K agency costs
Alexandra: Closed $75K funding deal 
Paula: Scaled and exited in 12 months
Elizabeth: Ideal to Launch and 18 International Awards, plus Amazon Prime Distribution
Simon: High Ticket Offer launched in 90 days and Best Selling Author of his niche


Founding Member Access (Limited):

▸ Foundation: $15K - Build Your Category of One (12 months)
▸ Scale: $30K - Scale Your Growth System (12 months)
▸ Empire: $60K - Full Integration & Implementation (12 months)

(All programs replace $150K+ in agency costs with ONE in-house system you own forever)
(Limited spots)

For purpose-led entrepreneurs ready to scale to $1M, $50M and beyond as a Category Of One:

▸ Next Masterclass: "5 Systems to Build Your Category of One Business"
▸ Newsletter: Weekly buyer intelligence insights
▸ Strategy Session: 45-min Category of One assessment

→ DM 'SYSTEM' for founding member details
→ DM 'MASTERCLASS' for registration link
→ DM 'NEWS' for newsletter

Business Mentor

My client just sold out a $280K launch in 24 hours (Yes for real)

She achieved this: Using my Buyer Intelligence Systems.

Not fancy ads. Not a huge following. Just billion-dollar buyer psychology applied to her offer.

Here's what she had before we worked together:

Innovative product
Pioneer credentials
Mission-driven vision

Here's what was missing:

Clarity on which offer buyers actually want
How to connect credentials to influence
A system that converts at scale

We fixed all three in 90 days.

The formula? It's the same system I used when I controlled $100M+ in retail buying decisions.

I know what makes buyers say yes at scale. 

Because I WAS the buyer saying yes at scale.

If you're brilliant, purpose-driven, and stuck figuring out what buyers want—this is for you.

I'm sharing the exact formula in my masterclass: 

5 Virtual Unknown Buyer Secrets Monday, November 17th | 12pm CT

https://lnkd.in/dqNVxTFy

This is 10+ years of billion-dollar buyer intelligence in 90 minutes.

Because the world needs what you're building.

Love Sara

Founder Impact Innovator OS | The #1 Integrated Growth System for Purpose Led Entrepreneurs to Scale to $1M, $50M and Beyond as a Category Of One Business

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How I learnt the secret of success: Is celebrating each step you make

I used to never celebrate the journey

Until I realised success is one step at a time

Yesterday I was hiking in preparation for Patagonia, and something hit me hard.

I realized the exact moment I learned what real resilience actually means.

It wasn't when I was strong. It wasn't when everything was working.

It was when all I could do was take one more step.

Not the next ten. Not the summit. Just one.

One foot in front of the other. My process. My pace. Nobody else's.

That's when I learned: resilience isn't about being strong enough to see the whole mountain.

It's about being brave enough to just take the next step when that's all you can see.

My business didn't grow because I had it all figured out. It grew because on the days I couldn't see the path, I trusted my process anyway. 

One client. One call. One small decision at a time.

Your breakthrough won't come from having the whole map. It won't come from being where someone else is.

It comes from taking your next step. Even when - especially when - that's all you can manage.

The summit takes care of itself when you honor the step in front of you.

𝐓𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐎𝐧𝐞: 𝐇𝐨𝐰 𝐃𝐨𝐢𝐧𝐠 𝐋𝐞𝐬𝐬 𝐂𝐫𝐞𝐚𝐭𝐞𝐬 𝐌𝐨𝐫𝐞 𝐈𝐦𝐩𝐚𝐜𝐭

It’s easy to feel overwhelmed by everything on your plate.

But here’s the truth: 𝐝𝐨𝐢𝐧𝐠 𝐦𝐨𝐫𝐞 𝐢𝐬 𝐧𝐨𝐭 𝐭𝐡𝐞 𝐚𝐧𝐬𝐰𝐞𝐫.

We live in a world obsessed with 𝘮𝘰𝘳𝘦.

Do more.

Be more.

Try more.

Buy more.

But 𝘮𝘰𝘳𝘦 doesn’t make you happy.

It doesn’t bring wealth.

It doesn’t bring peace.

It brings 𝐞𝐱𝐡𝐚𝐮𝐬𝐭𝐢𝐨𝐧.

And it distracts you from your soul’s real opportunity to make an impact that only 𝘺𝘰𝘶 can make.

Because right now, this moment,

is your moment.

Don’t waste it chasing what doesn’t matter.

𝐓𝐡𝐞 𝐓𝐮𝐫𝐧𝐢𝐧𝐠 𝐏𝐨𝐢𝐧𝐭

I’ll never forget the moment I realised this.

I was about to close a $10 𝐦𝐢𝐥𝐥𝐢𝐨𝐧 𝐝𝐞𝐚𝐥 

buying the collection of a world-famous luxury brand.

Sitting in a beautiful townhouse in Mayfair, London,

pen in hand, ready to sign.

And suddenly, it hit me:

this isn’t 𝘳𝘦𝘢𝘭 luxury.

This is just stuff.

True luxury, real success 

comes from 𝐭𝐡𝐞 𝐨𝐧𝐞 𝐭𝐡𝐢𝐧𝐠 that changes everything:

The one thing you do.

The one thing you buy.

The one thing you offer.

The one thing you say.

The one mountain you choose to climb.

That 𝘰𝘯𝘦 𝘵𝘩𝘪𝘯𝘨 transforms your life

and the lives of those around you.

As the buyer responsible for that $10 million budget,

I realised I was only buying the 1% of what I was shown.

The rest? Waste.

That was the day I walked away from meaningless luxury

and began my journey toward meaningful impact.

𝐓𝐡𝐞 𝐎𝐧𝐞 𝐓𝐡𝐢𝐧𝐠 𝐏𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞

As a founder, learning to apply the 𝘖𝘯𝘦 𝘛𝘩𝘪𝘯𝘨 𝘗𝘳𝘪𝘯𝘤𝘪𝘱𝘭𝘦

can transform your life faster in 12 months than in 12 years.

Because people don’t want 𝘦𝘷𝘦𝘳𝘺𝘵𝘩𝘪𝘯𝘨 you do

they want the 𝐨𝐧𝐞 𝐭𝐡𝐢𝐧𝐠 you do brilliantly.


With that one thing, you can:

Transform your wealth.

Transform your business.

Transform your impact.

Transform your life.

𝐀 𝐑𝐞𝐚𝐥 𝐒𝐭𝐨𝐫𝐲 𝐨𝐟 𝐂𝐡𝐚𝐧𝐠𝐞

One of the entrepreneurs I mentor told me recently:

“I spent 10 years doing more — until I discovered my one thing.”

By unlocking that one, unique part of their offer,

their business grew by $1 𝐦𝐢𝐥𝐥𝐢𝐨𝐧 𝐢𝐧 𝐣𝐮𝐬𝐭 12 𝐦𝐨𝐧𝐭𝐡𝐬.

That’s the power of focus.

𝐘𝐨𝐮𝐫 𝐓𝐮𝐫𝐧

Today, give yourself permission to rebalance.

To do less and achieve more.

To focus on the one thing you do exceptionally well

and let go of the rest.

If you’re ready to discover your “one thing” —

join me 𝐥𝐢𝐯𝐞 𝐨𝐧 𝐌𝐨𝐧𝐝𝐚𝐲 17𝐭𝐡 𝐍𝐨𝐯𝐞𝐦𝐛𝐞𝐫 👉 https://lnkd.in/dqNVxTFy

I’ll be sharing 𝐭𝐡𝐞 𝐨𝐧𝐞 𝐬𝐞𝐜𝐫𝐞𝐭 to unlocking your 𝘖𝘯𝘦 𝘖𝘧𝘧𝘦𝘳

so you can scale as the 𝘰𝘯𝘦-𝘰𝘧-𝘰𝘯𝘦 leader you’re meant to be.

Meaningful freedom awaits.

You’ve got this.

𝐒𝐚𝐫𝐚

DO THE ONE THING THAT MOVES YOUR LIFE FORWARD

Commit to what you hate, not just what you love

I used to hate content.

Not because I couldn't do it. Because it felt like a waste of time.

My ego told me: "You're a buyer. A business woman. Not a content creator."

I was ready to throw it in. Get AI to do it. Outsource it to an assistant.

And then I said my mantra:

NO.

Show up for yourself first.

Learn for yourself first.

Build ALL the parts of your system for yourself first.

Because I know that not doing that is the fastest way to failure.

And also because I AM my product.

I don't just say things to my clients. I do what I say, not just say what I do.

So I committed. 30 days straight. Even though I resisted every single day.

The moment I got it done - even though it wasn't brilliant - everything shifted.

New scale-up ideas flowed.

Opportunities opened up.

Everything clicked.

But most importantly?

I realized I had let go of imposter syndrome.

Because doing that "dirty work" - the thing I resisted, the thing my ego said was beneath me

 - THROUGH THE PROCESS, I HAD BECOME.

Not by outsourcing it.

Not by AI-ing it.

Not by avoiding it.

By DOING it.

Here's what I know now:

The thing you're resisting in your work? That's not a block. 
That's your breakthrough.

The thing your ego says you're "too good for"? 
That's where you become who you need to be to scale.

The work you want to delegate before you've mastered it yourself? 
That's the exact work that will transform you.

Commitment isn't just about showing up for what you love.

It's about showing up for what you hate - because that's where you become.

I became the founder who could scale by doing the content I resisted.

What are YOU resisting that's actually your breakthrough?

Together we will transform our world.

Commit to what you hate as well as what you love 

Packing for Patagonia made me cry this morning.

Not because I'm sentimental.

Because my suitcase just showed me the living visual proof of the impact I make

And we make here at Impact Innovator OS

I'm taking 6 of our founders with me - not literally, but packing their genius in my case

Six founders. Six category-of-one brands. All are coming with me to the edge of the world.

I have in my suitcase: products, books, and coaching from the innovators I mentor.

Let's have a look at the IMPACT inside out:  

Carol Chyau - Carol's Category Of One Premium Yak Jumpers - to keep warm and stylish hiking

A year ago, Carol was "just" making sustainable jumpers. Now her yak wool is having $200K sell out launches, and is worn by the worlds to influencers 

Kristi Mayfield,- Kristi's Wine as a social power skill coaching wheel - to taste the best of Argentina

Kristi was "a brilliant wine educator" when we met, and now, 60 days later has launched

The number 1 network for wine as a social power skill in the US..

Vanessa Marshall - Vanessa's B CORP Impact shampoo in a bar - so I can travel light 

Vanessa had a brilliant impact beauty brand Jack59, figuring out how to scale to the next level. 90 days later, we have her game plan in place to double sales next year!

Simon Luthi - Simon's Personal Transformation book of the year - Rocket Shaman

Simon, when we met, was pioneering a brand new method of energy based executive coaching, together we simplified his innovation, now he is scaling 5 figure deals, and selling his services to the world's top 1%.

Jeannie Barsam - Jeannie's Not for Profit Gifing Brands - Collections from brands all sales go to charity

Jeannie had been running a not for profit for a few years, figuring out the best way to scale her genius. Together in 90 days, we have helped Jeannie scale to attract billion dollar partnerships, and have a roadmap in place to scale donations by millions    

Alexandra Merlino - Alexandra B Wild Play Longer  Outside Impact Sunscreen 

Alex is a passionate diver, hiker, and skin cancer survivor, we bonded over love of the outdoors and the lack of brilliant sunscreen - high quality and high impact. Together through Impact OS Alexandra has already raised £340K in funding and is set for an awesome launch next year in 2026!   

I am so proud to be taking each founder's genius with me, and proud to be part of their brilliant scaling impact. 

This is the transformation I help purpose led founders create:

Our members become friends together with each other and with me.

Because we all believe

Together we will transform our world

Love Sara

Ready to join us? DM Tribe to find out more

Out of office. Zero Slack. Zero client calls. Zero "quick questions."

My business is scaling without me.

Today is my first official day hiking in Patagonia, and this post is going out without me touching a thing.

Here's what's happening while I'm off-grid:

My team of 5 is running Impact Innovator OS.

My masterclass funnel is converting at 40%.

My clients are getting transformed through our frameworks.

My content is going out on schedule.

All without me touching a single thing.

This isn't a flex. This is what systems are actually FOR.

Most founders build systems to do MORE work.

I built systems so I could completely CHECK OUT.

Here's the billion-dollar buyer intelligence  Category-of-one founders know:

Your business isn't scalable if it can't run without you for a week.

Not "kind of run."

Not "survive."

Actually SCALE.

So here's my challenge for you:

Could your business scale for a week without you?

If not, you don't have a business. You have a job with extra steps.

The frameworks that make this possible:

✓ Masterclass funnel that converts without you on the call
✓ Team that owns outcomes, not just tasks
✓ Content systems scheduled weeks in advance
✓ Client delivery that doesn't depend on YOUR calendar

This is what 7-figure operations actually look like.

Not busier. FREER.

Enjoy this post. It went out while I was watching the sunrise over the Andes. 

If your business can't run without you, it will never scale beyond you 

DM Masterclass to find out how it's done

Why Amazon rejected me (and why I'm so glad they did)

Years ago, I interviewed at Amazon.

Final round.

They loved my buyer intelligence - the deep intuition to know WHAT in a brand or founder makes them sell and scale.

But in the end, they said no.

Why?

They wanted someone "data-driven."

I was "intuition-driven."

I even told them in the interview: "You need more high-impact offers with strong visual appeal - not just more stuff for stuff's sake."

They wanted rules. Systems. Data models that could be replicated.

I wanted to trust the intuition I'd been building since I was 5 years old - helping my Dad choose his sell-out brands.

That intuition isn't pointing a finger in the wind and praying.

It's buyer pattern recognition built over decades. It's billion-dollar buyer intelligence that sees what data misses.

Here is what I see data misses:

The cultural shifts before they show up in numbers
The founder energy that creates movements
The purpose that makes brands irreplaceable
Quality over quantity - high-impact over endless SKUs

Amazon chose data over intuition.

I walked away grateful.
Two weeks ago proved I was right.

Amazon laid off 14,000 people.
Most of them were brilliant at their jobs. That's not why they got cut.

Here's what actually happened:

They got cut because of commoditization.
The exact thing I warned them about in that interview.
When you optimize for "more stuff for stuff's sake," everything becomes replaceable. Including the people making it.

When your business model is built on endless commoditized products, AI can do that. Systems can do that. You don't need human intuition or judgment.

But when you build high-impact, Category-of-One offers with purpose?

You become irreplaceable.

The Old Way: Corporate Reality

Even "good" employees are getting cut
AI + "bureaucracy reduction" = you're expendable

Commoditization = anyone can do your job

The New Way: Purpose-Driven Reality

YOUR mission can't be replaced by AI
YOUR vision IS the business
You're building something that MATTERS, not just margins

Category-of-One = only YOU can do this

The Difference:

Amazon: 14,000 people woke up expendable
Purpose-driven founders: Wake up ESSENTIAL to their mission
Corporate: Optimize for quarterly profits
Purpose: Optimize for impact + sustainability
Commoditized business: Replaceable
Category-of-One business: Irreplaceable

This is why I chose to build my own purpose-driven business instead.

Because I knew I'd always be expendable there.

Those 14,000 Amazon employees? Talented. Skilled. Committed.

But they were building someone else's commoditized dream.

I chose to build my own Category-of-One mission.

And now I help purpose-driven founders do the same: become so essential to their market that they can never be replaced.

Not just another business. A mission only YOU can lead.

Ready to become irreplaceable? Join my masterclass Monday, November 17th, 12pm CT: 

https://lnkd.in/dqNVxTFy

Trust Your Intuition 

People often ask me my secret to helping founders sell out (here it is in 60 seconds)

People decide whether to buy you (or not) before they meet you.

My job for over a decade was to hunt out cool founders and brands and give them 6, 7, and 8 figure orders in the process.

Thousands of founders would bang on my door, and I would ignore them.

The one secret that made me buy - those who had a community of raving fans.

When you build that community, people hunt the world for you.

That's why I hunted out the coolest founders from the basements of Berlin (and your clients will too).

Those Berlin basement founders weren't trying to be seen everywhere. 

They had cult status among the buyers who mattered. 

That's what made them irresistible - and expensive.

This is exactly what I teach my clients to build. Not mass visibility. Cult status with your Dream 100.

The Dream 100 Formula:

Element 1: Category-of-One Thought Leadership

Become THE voice your Dream 100 follows (not one of many)

Element 2: Movement Building

Create strategic content and events - they feel part of something bigger

Element 3: Strategic Partnership Network

Credible leaders amplify your reach 24/7 - network effects compound your authority

Element 4: Founder-Led Sales System

Everything connects: your leadership → your movement → your partnerships → 24/7 inbound sales

When these 4 elements integrate, you stop chasing. You build a movement that sells 24/7.

Real status isn't about being seen by everyone. It's about being found by the right people.

Your Dream 100 is hunting for you right now.

Sign up to my newsletter to discover how to make sure they find you.

https://lnkd.in/dsVQABvv

Build Your Raving Fans In 60 Seconds

My client https://lnkd.in/d4TNyHCu Simon Lüthi just hit Best Personal Transformation Book of 2025.

We met on Zoom. Him in Seattle. Me in London.

And within the first 15 minutes, I felt it.

That energy that says: this founder is going to change the world.

Simon had created something pioneering - Transmutation Design™. Bringing energy work to corporations. Teaching leaders how to lead without burning out.

He'd lived the journey. Corporate executive → cancer → self-healing → building an entirely new methodology.

But here's what he told me on that call:

"I can't get people to understand what I do. I know it works. I've transformed my own life and my clients' lives. But I can't simplify it."

30 days later, we had it.

His Category-of-One. Crystal clear.

Not through a course. Not through an accelerator.

Through personal 1-1 work with me and the Impact Innovator OS peer group community

Where I could see him, feel his energy, and pull the thread that made everything click.

The breakthrough in 30 days:

Transmutation Design™ - defined and scalable
How to develop Intuitive Intelligence for executive decision-making
The framework Top 1% leaders trust
The positioning that opened global doors

The results in 60 days:

Best Personal Transformation Book of 2025
#1 New Release
High-ticket deals flowing
Top global partners reaching out

This is why I only invite 2 new founders to join Impact Innovator per month.

Because this level of breakthrough clarity doesn't come from templates or group coaching

It comes from personal 1-1 work where I can see YOUR specific genius and help you make it scalable.

Simon is now transforming how corporations lead.

And it started with one Zoom call where I saw what was possible.

Want to see what transformation looks like?

Read Simon's book "Becoming the Rocket Shaman": https://a.co/d/hGUzIGK

Then join my masterclass to build YOUR Category-of-One: Monday November 17th, 12pm CT: https://lnkd.in/dqNVxTFy

Together we will transform our world.

A friend calls me 'Stara' - Sara + star. I light up every room I enter. 

Not because I'm performing, but because I stopped proving.

Here is how I started to operate from self love rather than self loathing, proving or trying

I used to think magnetism came from doing more, being more,  or trying more

I thought if I just worked harder or closed that next deal

I would feel worthy, but it never happened

The more I tried to feel worthy by achieving, the less I achieved    

Then I realised: buyers don't choose you

UNTIL YOU CHOOSE YOURSELF

When I began to choose myself

Buyers choose me  because they FELT I was honouring my own light

Here are my 7 light warrior mastery tips for you

Implement them (and thank yourself later) 
 
1. Make decisions from your throne, not the gallery. You're not trying to earn the seat - you're already in it.

2. Stop treating your spiritual practice like a side hobby. 

My 1-2 hours of Buddhist chanting daily isn't "woo woo" 

It's the foundation that enables me to shine my light on the world.

3. Build relationships that nurture you, and do not extract from you.

Real radiance attracts =  real relationships. 

My top 1% network exists because we elevate each other, not use each other.

4. Understand that elevating your  consciousness and results aren't separate. 

Make time to do more elevating and receive more results = Simple Math

5. Stop asking "Am I enough?" and start asking "Is this a match for my frequency?" 

Not everyone gets access to your light; protect it.

6. Become known as number one in your purpose. Not by shouting louder, but by integrating your own light deeper.

7. Realise: the work you do on yourself IS the work that scales your business. 

They're not two paths. They're one becoming.

The moment I stopped proving my worth and started operating from it? 

My Results upgraded. My team upgraded. My entire reality shifted.

Not because I learned a new strategy. Because I let go and allowed my light to shine

This weekend, allow yourself permission to let go and allow your light to shine.

And ask yourself 

What would change if you stopped proving and started being? 

For more insights, sign up for my Impact Innovator newsletter here:

https://lnkd.in/dsVQABvv

Together, we will transform our world

Love Sara

My 7 Light Warrior Tips To Scale

Agencies charged me $150K to guess what buyers wanted. Plot twist: I knew

As a Buyer, I'd spent 10 years approving billion-dollar budgets. 

As a Founder, I thought other "done for you" experts knew better, until 

I realised my own missing link: Buyers want clarity of why you are 

The must have for their world:

Here's the insanity:

For 10+ years, I sat on the other side of the table making million-dollar buying decisions across 4 continents. I approved less than 1% of what I was shown.

Then I became a founder.

And suddenly I was paying "experts" to theorize about buyer psychology while I literally HAD the buyer psychology.

The wake-up call came when I lost $150K to agencies that were guessing.

They'd present strategies like: "We think buyers want authenticity..."

I'd think: "I rejected 99% of pitches. I know EXACTLY what made me say yes."

The 4 triggers that made me approve budgets instantly:

Clear Unique Power - I could explain why you in 10 seconds

Category-of-One positioning - You weren't "better," you were different

High-impact value - The transformation was obvious

Owned systems - You could deliver your brand clearly across all channels

When these aligned, price became irrelevant.

Here's what changed everything:

I stopped asking "What agency should I hire?"

Started asking, "What would make ME approve this if I were still the buyer?"

Built my own complete growth system using billion-dollar buyer intelligence.

The results in 12 months:

→ $0 to $300K revenue (zero agencies)

→ 80K+ organic following (owned systems)

→ 40-hour work weeks (no agency dependency)

→ Investment: <$50K (vs. $150K+ annual agency costs)

While other coaches teach what worked for THEM:

I teach the universal decision criteria that made me approve $100M+ across hundreds of industries.

The real truth: There's a 3-year window where conscious consumers are actively seeking Category-of-One leaders.

Every month you wait, someone else claims that position using owned systems while you're stuck in agency dependency.

Ready to stop paying people to guess what buyers want?

→ Subscribe to my newsletter: https://lnkd.in/dsVQABvv

→ Join my free masterclass: https://lnkd.in/dqNVxTFy

→ Apply for a strategy session: https://lnkd.in/dtiNbpJZ

Stop renting growth. Start owning it.

Your Purpose Is Your Compass To Success When The World Feels Like It's Spinning Out Of Control (Like Now)

Read the news, and you'd never get out of bed.

(That's why I stopped reading it years ago.)

With the right formula to share your purpose with the world, you thrive and scale 24/7, no matter what is going on

Even if the zombies come! :)

Here is my advise: Proven over 20 years choosing which brands people buy and don't buy

If you want to scale, go INWARD to the heart of your unique innovation - and simplify it, that is what your dream buyers want.

Stop listening to the jungle drums of uncertainty and fear from the media, from well meaning friends, from family.

Start listening to really hard facts on purpose-driven data.

Here's what the data shows:

Purpose-driven businesses: 31% hit double-digit growth

Everyone else: 21% PWC

And this was WHILE the market dropped from 43% to 25% overall, PWC

Translation: When things get harder, the purpose gap gets WIDER.

Why purpose wins in chaos:

IBM's purpose: "Make a connected world smarter" 

Result: This mission became the focus of 25% of their research in year one - salesforce

Their Smarter Cities mission innovation delivered:

Stockholm: 22% traffic reduction + $92M revenue gain Salesforce
Malta: 15% water savings, 25% energy reduction salesforce
100+ cities transformed
Here's what billion-dollar buyer intelligence taught me:

When you can't see the path forward, purpose becomes your decision filter.

Most founders spin-chasing every lead, every trend, every "strategy."

Category-of-one founders ask ONE question: "Does this align with my unique purpose?"

That keeps you moving forward while everyone else panics.

Your unique purpose is your secret sauce to 7 and 8 figures.

Not your framework.

Not your funnel.

Your PURPOSE is what buyers actually want.

If you want to supercharge your results, the data is clear:-

Stop listening to the jungle drums of fear.
Start leaning into what makes you a category-of-one.

To get clarity on your unique purpose, DM "CLARITY" and I'll send you a private invitation to our upcoming masterclass.

The world wants YOUR purpose, turned up loud FACT

Purpose Your Key To Success

This is what purpose looks like in action. 💚

Together we will transform our world

Love Sara

Why do brilliant founders stay invisible, while others with weaker offers become no.1?

I have spent years uncovering what makes billion-dollar buyers choose one purpose led business over every other.

On November 17 at 12 PM CST, I'm hosting a live private masterclass revealing the 5 virtually unknown secrets that make customers choose your offer instantly

AND actually buy what you’re selling.

Here's what you'll learn:

1.⁠ ⁠Why being “different” keeps you stuck and what buyers really use to decide who wins the deal.

2.⁠ ⁠How some founders sell out $200K launches in 24 hours (without ads).

3.⁠ ⁠The 2 hidden secrets that make growth sustainable instead of a one-time spike.

This isn’t just another boring marketing class.

This is a live behind-the-scenes breakdown of the exact buyer psychology I've used to approve $100M+ in deals.

It's the same frameworks that have helped hundreds of purpose-led founders have the roadmap to scale to $1M to $50M and beyond without the need for outside experts.

👉 Seats are limited.

Register now and get the pre-video series before the live session.

Save your seat here: https://lnkd.in/daGbCRjA

Hamza Abuqalbeen, Damini Chomal and 13 other attendees

5 Billion-Dollar Buyer Secrets That Make Customers Choose You

This time next week, I will be starting a hike in El Chalten Patagonia Fulfilling a life Dream

To walk the path of innovators

I made myself this dream 10 years ago when I wanted to quit being a purpose led founder

Here is what saved me

The Innovator: Yvon Chouinard who founded Patagonia the $Billion Dollar Brand

Chouinard was a broke mountain climber not a business person with a desire to get rich

He simply had a dream to climb mountains

So he taught himself blacksmithing and made awesome mountain equipment.

His friends wanted them. He sold them from his car for $1.50 each.

He didn't set out to build a billion-dollar company.

He just refused to compromise what mattered to him.

When being a purpose led founder got tough for me,

And every bone in my body wanted to quit

I remembered Yvon famous words

"Impossible is the lamest of excuses" Yvon Chouinard

And I realised quitting does not make life easier

It just delays your dreams from being realised - because your dreams don't quit

They keep going back to haunt you - until you realise them

What stopped me from quitting was realising

Everything is "figurable outable" - Including how to build sustainable growth

Like Yvon for mountain climbers, I did the same for purpose led founders

When there was no roadmap for what I wanted to achieve, and help founders achieve

I figured out the roadmap over 10 years

And build the solution - Impact Innovator OS

What would you do if you knew your purpose was the path not the obstacle?

My Systems = Permission To Let Go

Systems aren't about control.

They're about permission to let go.

Most founders think systems mean MORE structure, MORE rules, MORE micromanaging.

They're building prisons, not processes.

Here's what I know with billion-dollar buyer intelligence:

The best systems don't need you watching them.

They need you TRUSTING them.

I just spent a week in Patagonia. Zero Slack. Zero check-ins.

My team ran the business.

My masterclass converted at 40%.
My clients got a transformation.
My content went out flawlessly.

Not because I had cameras on everyone.

Because I built systems that give my team permission to OWN their outcomes.

The difference between control systems and freedom systems:

Control systems: "Here's exactly how to do it, check with me before every decision"
Freedom systems: "Here's the outcome we need, here's the framework, you own the how"

Control systems: Team waits for your approval
Freedom systems: Team makes decisions and moves forward

Control systems: You're the bottleneck
Freedom systems: You're irrelevant to daily operations

That last one? That's the goal.

This is the shift:

Stop asking: "How do I build systems so I know what's happening?"
Start asking: "How do I build systems so I don't NEED to know what's happening?"

Your business will scale the day you become irrelevant to its daily operations.

Not because you abandoned it.

Because you built systems that give everyone else permission to own it.

That's not losing control. That's gaining freedom.

You have the power to protect your peace

I knew my billion-dollar buyer secrets were powerful (Join me at 12 PM CT time today LIVE)

I will be sharing all 5 secrets with you:

How you can get more customers to buy your purpose led offer ( while doing less) 

Why?

Your success is what drives me. 

Watching you break through, exit successfully, own your positioning, regain your confidence, this is why I built these systems.

Here are some of our recent 5 Star Trust pilot  Reviews

"I used Sara's knowledge to fine-tune elements which were decisive for the sale. I exited successfully while taking my company to the next level."
– Paula

"With Sara's support, we confidently stepped into a 'category of one' position—owning what makes our brand distinct and valuable. Within weeks, we were executing with focus and seeing measurable traction."
– Vanessa

"Sara's guidance helps you regain confidence back in your very own unique business value proposition."
– Sarita

"Sara's focused guidance helped me reconnect with the deeper purpose behind my work and articulate my value with much more confidence."
– Pramila

If you want the same results, join us today at 12 PM CT.

I'm teaching the 5 Billion-Dollar Buyer Secrets that get more customers to buy your purpose-led offer.

https://lnkd.in/dqNVxTFy

Sara

Mountains don't apologize for taking up space.

Neither should you.

Before I start working with founders many feel like this 

(and its natural by the way, its an old in built operating systems that needs to change)

They shrink their offers to feel "more accessible."

They soften their prices to avoid "being too much."

They dim their genius to not "intimidate" people.

Here is why that old operating system needs to change:

Working as a  billion-dollar buyer taught me this:

The most magnetic founders never apologize for taking up space.

Not because they're arrogant.

Because they know their PRESENCE is their value.

Mountains don't say:

"Sorry for being so tall."

"Maybe I should be smaller so you're more comfortable."

"Let me make myself less imposing."

They just ARE.

Solid. Unmovable. Unapologetic.

Today embrace this: You are allowed to:

Charge premium prices without justifying them

Have standards that eliminate 90% of people

Take up space in your industry

Be too much for some people

Shine without dimming for anyone's comfort

Stop asking permission to take up space.

Just take it.

Most founders think they need better branding, more content, or a “stronger niche” to convert buyers.

But that’s not why they’re being ignored.

Meanwhile, competitors with weaker offers…
smaller audiences…
and zero differentiation…

Are closing deals faster.

After spending years in high-level rooms where multi-million-dollar buying decisions happen, I learned something most founders never hear:

Buyers don’t choose the most impressive offer.

They choose the offer that triggers 5 specific psychological buying switches.

And almost no one is using them.

On December 8 at 12 PM CST, I’m hosting a private masterclass where we’re breaking down these 5 buyer switches in detail.

Not theory.
Not generic “positioning advice.”
But the exact mechanisms top buyers use to say yes - fast.

Here’s a preview of what you’ll learn:

1. Why “standing out” is often the reason you’re NOT getting chosen, and what buyers actually look for instead.

2. The strategy behind founders who sell out 200K launches in a single day without ads, funnels, or giant teams.

3. The hidden systems that turn unpredictable sales into steady, compounding growth.

These are the same frameworks I used to greenlight over $100M+ in deals, and founders have used them to scale from $1M to $50M without burning cash or hiring bloated agencies.

This masterclass is not public, and seats are extremely limited.

Everyone who registers gets access to the pre-training video series before we go live.

🔗 Reserve your spot: https://lnkd.in/dqNVxTFy

If you sell expertise, transformation, or innovation, don’t miss this. This one session could change how buyers see you forever.

Don't Fake It Till You Make It"

Starbucks just admitted what most brands won't:

Their purpose strategy misfired.

CEO Brian Niccol told Axios: "We had this strategy that was just a misfire of a purpose-driven store. It's like, well, the purpose is community connection. I think that's what got us off our game." TheStreet

Wait.

A $103B company with 40,000+ locations worldwide just said their PURPOSE got them OFF their game?

Here's what happened:

Starbucks tried to be everything to everyone.

Purpose became so broad it meant nothing.

Community connection? Great. But if your baristas can't make coffee fast enough, you've lost the plot.

Niccol's fix?

Go back to basics. "Above all else, a coffee company." Craver

This is the billion-dollar buyer intelligence lesson:

Purpose isn't about adding MORE missions to your business.

Purpose is about knowing your ONE thing so clearly that every decision flows from it.

The difference between purpose-washing and purpose as your operating system:

Say No To:- Brands trying to save the world while their core product suffers

Say Yes To: Brands whose purpose IS their product excellence

Look at Patagonia:

They don't talk about being a clothing company that cares about the environment.

They're an environmental company that makes clothing to fund the mission.
See the difference?

One is purpose bolted ON.

One is purpose built IN.

Most founders make Starbucks' mistake:

They add purpose to their pitch deck, their website, and their social posts.

But their operations? Still running on old systems that contradict everything they claim to stand for.

Category-of-one founders don't fake purpose till they make it.

They BUILD their entire business FROM purpose.

Every hire. Every offer. Every client decision.

Either it aligns with your purpose, or it doesn't belong in your business.

Don't fake it till you make it.

Make it real, or don't make it at all. 

Sign up to my newsletter here, for weekly strategic  on how to Be Impactful

https://lnkd.in/dsVQABvv

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