When I was younger, I learned the hard way that popularity contests don’t create leaders; they create bullies. The loudest kids, the ones with the flashiest clothes or the biggest friend groups, were the ones crowned “winners.” But often, those weren’t the people who showed kindness, integrity, or true talent.
They were just… louder.
And honestly, the business world isn’t all that different.
Scroll through social media today and it feels like the businesses that get the most love are the ones with the slickest ads or the trendiest vibe. But likes, followers, and viral moments don’t always equal good. Sometimes it just means a brand knows how to shout the loudest.
That’s where I come in.
What I Look For in a Business
When I talk about businesses that I believe are good, I’m not chasing hype. I’m looking deeper. My process is rooted in values, impact, and the way a business actually treats people.
Some of the questions I ask myself:
- Customer Experience: Do they deliver real value for their consumers or audiences, or are they just selling smoke and mirrors?
- Authenticity & Integrity: Are they standing for something meaningful, real, human, even, or just chasing trends?
- Employee Treatment: Are the people behind the brand being supported, or burned out and forgotten?
- Community Impact: Do they invest in the places and people that surround them, or take without giving back? For example, how are they delivering goods for the overall success of the communities they thrive in?
- Sustainability: Are they considering how their decisions affect our planet, or ignoring it for short-term gain? Trust when I say, the ability to just sell it all for a buck is something to think about, but the value is in finding sustainability in your community and the people in it.
- Innovation with Purpose: Are they solving problems that matter, or inventing things just to get attention?
These are the details that matter more than follower counts. I don’t just talk about this in theory. I’ve seen it in action.
Working with Nonprofits:
Working with organizations giving back to their community while asking for nothing in return has been eye-opening. This nonprofit isn’t competing with big-money organizations for the spotlight. Their work is grassroots, hands-on, and community-powered. Every life saved to protect is proof that quiet dedication matters more than loud branding. They remind me that the most meaningful work often happens outside the limelight.
Business Who Aren’t Getting The Hype, But Could
I’ve highlight small businesses like that maybe don’t play into the social media game aggressively. Their products and services are crafted with love, tradition, and authenticity. They may not always be the “trendy” choice, but anyone who takes a bite knows they’re the right choice.
These stories remind me that “good” is rarely about who’s the loudest. It’s about who’s building something lasting. If the companies that I work with later want to build something from where they are then I can help them get to where they need to be, but word-of-mouth strategies are not something to hide from your revenue streams.
Why It Matters
When winning is reduced to a popularity contest, we miss out on celebrating the businesses that are truly doing the right thing. We give the spotlight to the loudest voices, not the most deserving ones. And that dynamic doesn’t just happen in classrooms or on playgrounds—it happens in boardrooms, in advertising budgets, in consumer choices every single day.
By focusing on substance over popularity, we can shift that narrative. We can make sure the businesses that put people first, that give back to communities, that build with integrity—those are the ones we celebrate.
My Work
On my journey as a writer, marketer, and community builder, I’ve found myself drawn to this role: highlighting the businesses that actually deserve recognition. Not the bullies with big budgets, but the changemakers with big hearts.
That’s what I offer. Insight. Perspective. A thoughtful lens that cuts through the hype and gives people the truth about which businesses are worth supporting.
Because winning should never be about being the loudest kid in the room. It should be about being the one who makes the biggest difference.
Want to learn more about the businesses I believe in—or think yours might be one of them? Book a free consultation and let’s talk.
