How I approach understanding a new client or team dynamic

I start by getting quiet and tuning in.

I'm sure you've heard the phrase tune in, tap in. This is what I'm referring to.

Before I ever write a word, I listen for tone, intention, and energetic undercurrents.

Whether I’m working with a founder or a cross-functional team, I want to understand what’s really being said and where the gaps are between what’s spoken and what’s felt.

With new clients, I’ll scan the website, emails, and social platforms to feel the resonance (or dissonance) in their brand voice. I listen for the origin story—why they started, who they’re here to serve, and what problem they solve.

Then I compare that to the story they’re currently telling online. If the external narrative doesn’t match the internal mission, that’s a clue there’s misalignment.

When I step into a new team dynamic, I observe how information flows, who holds power, where communication breaks down, and which roles carry unspoken emotional labor.

If there is a bottle neck in the work flow, this is really common, I work to align the team so projects can flow like water.

I’ve worked across agencies, publishers, media companies, in-house teams, and startups, and I’ve learned to map both the visible workflow and the invisible field of relationships, pressure points, and unmet needs.

To get clarity, I talk directly with team members. I ask what helps them thrive and what slows them down. Their answers often reveal exactly where systems need to be harmonized.

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