Few But Good

“Few but good.”

That was my grandmother’s philosophy when it came to clothes; choose quality over quantity, and invest in the pieces that fit you just right. I’ve come to realize the same principle applies to my business.

In the boutique consultancy world, it’s easy to get caught up comparing yourself to others, like the volume of logos on their site, the variety of industries in their deck. I’ve been there, thinking “Should I be chasing more?”

But yesterday, while doing some admin, I paused to take stock of the work I’ve done with just one client: Pernod Ricard. Over the past 5 years, I’ve partnered with them across four brands, and with their global tequila innovation teams, and have become a deep expert in the tequila and mezcal space — without even realizing it.

Through this long-term partnership, I’ve been able to:

🌎 Shape foundational insights — Helped understand Gen Z’s shifting relationship with partying, alcohol, and brands, ultimately contributing to the development of their new tagline.

🚀 Drive end-to-end innovation — From opportunity spotting to collaborating with R&D, finance, legal, and operations, we created a product pipeline in the growing prestige tequila segment. (Can’t wait for these spirits to hit shelves!)

📈 Grow global products — Currently leading global research on a flavored tequila, building the foundation for expansion across Latin America, Africa, and Asia.

📊 Advise on portfolio strategy — Evaluated dozens of brands for M&A potential based on consumer resonance, portfolio fit, and commercial value.

These aren’t just projects, they represent trust, depth, and shared growth. And they’ve allowed me to do the kind of work I love: strategic, creative, and impactful.

I’m proud of the closet I’ve built. Not overflowing, but curated and full of partnerships that just fit.