In a world oversaturated with marketing messages, broken promises and corporate speak, what people are craving isn’t perfection. It’s presence. It’s a sense that the brands they engage with are paying attention. That those brands are willing to do the hard, human work of building something better.

As someone who’s spent decades in PR and communications, I couldn’t help but notice how many of the same principles apply. What makes you a better player on the court can make you sharper, more thoughtful and more effective in how you communicate.

After 25+ years working for PR agencies, I knew it was time for a new adventure. Throughout my career, I’ve seen the industry change. Some good, some bad and some ugly.