"Building Brand Relationships: We were addressing the brand's needs on every layer and every level that existed within that brand. So we were talking to their consumers on a regular basis, but we were also creating thought leaders around the brand itself and also the founders or executives behind the brand. So it was a full scope. The other side of that is Jen already mentioned this, the agency brand relationship sucks and the reputation for it is awful. And the beauty of kind of what we've experienced in our careers is we've been on both sides. Jen and I have both have been in house and we both have worked on the agency side. So we've seen it and we've understood it and we get it."

"The Power of PR: "We firmly believe that it is the most scalable investment you can make in your brand 100%. Because the stories that are told exist in real time, all the time. It is truly something you can repurpose for paid media. It impacts how hard or easy it is to work with influencers. It makes it much easier when you want to work with other brands for strategic partnerships. It helps with investors."

But you can see that evolution of the brand and how it's been really guided by that mission and that vision.

"Know Your Vision: "And what she said to us, which was really key and I think we asked the right question, is and questions that I had never heard people at other agencies ask me when I was in house or ask our clients, was, where do you want to be five years from now and ten years from now?"

"Making Changes: It's never too late to pivot. It's never too late to evolve. But I think it's even more important that whoever you choose to be a part of that process is very good and experienced that change, and that pivot and evolution, because it is something that requires even more of a high touch."

"Excitement and Passion: "We want to use it, shift it, wear it, share it. That's the luxury, obviously, of running your own business, is you want to be personally connected to something... Not only do Jenny and I want to be excited about it, but we want our team to be excited about it too and feel great."