Marketing Isn’t About You.
It Starts With Them.
You don’t need louder ads, sexier funnels, or new hacks. You need a deeper understanding of the people you serve and a way to lead with empathy, not ego.
The Hard Truth: Most brands start with themselves.
They talk about their features, their process, their passion. But their audience is asking, "Where do I fit in?"
Until your marketing reflects your customer's reality, it will always feel like noise.
The Framework
The Affinity Pathway: How Empathy Scales.
Every brand that earns loyalty does it in five stages:
Discover – Attract with relevance.
Understand – Educate with clarity.
Trust – Prove you’re the right choice.
Act – Make it easy to say yes.
Return – Turn buyers into believers.
The Starts With Them™ Coaching Program teaches you how to apply this pathway to your offers, messaging, and content — so you attract aligned clients and build movements that last.
What Happens When You Start With Them
You stop pushing.
You start resonating.
Businesses grow.
Teams unite.
Audiences listen.
Starts With Them™ is more than marketing — it’s a movement toward empathy, understanding, and sustainable growth.
Upcoming book series
The Starts with them™ Trilogy
The message that started the movement is coming to print. Be first to read Starts With Them™: See Them Clearly — the book that reveals the frameworks, stories, and systems behind building a business people feel seen by, not sold to.
Get early access, behind-the-scenes content, and launch updates
Why It started with them
Starts With Them™ began with a simple idea: growth doesn't' start with attention. It starts with understanding. After years of watching brands chase louder tactics, I realized the ones that gerw fastest weren't the best at marketing, they were the best at empathy.
This movement exists to make empathy a business advantage again.
choose Your Path Forward
Every business, brand, and creator you admire has one thing in common:
they understand the people they serve. Growth doesn’t start with louder marketing — it starts with deeper understanding. Whether you want to learn the framework, apply it to your business, or spread the message of empathy-driven growth, there’s a place for you here.
Pick the path that fits where you are — we’ll meet you there.
Learn The Framework
( For the Curious & Hungry )
Start With The Book That Started It All
The trilogy begins with Starts With Them™: See Them Clearly — a practical, human take on growth, empathy, and belief psychology. It’s not theory — it’s how real connection turns into real results.
Apply The Framework
( For the Doers & Builders )
Turn Understanding Into Unstoppable Growth
Learn to map your Buyer Belief Timeline, align your messaging with empathy, and design offers people actually want.
Join The Collective — the coaching experience built to help you lead with understanding, not pressure.
Amplify The Movement
( For the Believers & Leaders )
Grow a Brand That Starts With Them
Join the Starts With Them™ movement — where we make business personal again.
Get weekly stories, frameworks, and small shifts that help you see people clearly and serve them powerfully.
Not Sure where to start?
Take the free Buyer Belief Diagnostic to find your stage and we’ll show you the next best step.
There’s no wrong path — only the next right step.
Start where you are. Grow from there.
There’s no wrong path — only the next right step. Start where you are. Grow from there.
trusted by brands and creators building with empathy
Rachel Torres
Co-Founder, Ember & Ivy Creative
“We stopped trying to convince people — and started connecting with them. The moment we mapped our Buyer Belief Timeline, everything clicked. Our close rate jumped, our clients relaxed, and our messaging finally sounded like us.”
Marcus Dean
Owner, Alpine Pest & Home
“We thought we had a marketing problem. Turns out, we had a misunderstanding problem. Once we rebuilt our site using the Starts With Them™ approach, the phone started ringing again — and every call was from someone who already trusted us.”
Dr. Natalie Brooks
Director, Apex Dental Training
“We used to sound corporate. Now we sound clear. The Affinity Pathway™ gave us language that feels human and professional — our students say they can ‘feel’ the difference.”
James O'Connell
Creator of The Client
Chemistry Course
“Before Starts With Them™, every offer felt like a guess. Now, every launch feels like a conversation we’ve already had.
I finally understand why people say yes — and why they hesitate.”
Priya Malhotra
Head of Growth, FlowLogic
“We were drowning in features and screenshots.
Starts With Them™ helped us translate our software into a story our users actually cared about.
Conversions doubled within weeks, and we didn’t change the product — just the message.”
Hannah Clarke
Founder, Brightline Goods
“We stopped leading with what we make and started leading with why it matters.
Our customers describe us in their own words now — which means our marketing finally writes itself.”
Devon Reed
CEO, The Conscious Leader Lab
“The Starts With Them™ Framework didn’t just change our marketing — it changed how we listen.
We built our next program by understanding our clients’ emotional timeline, not just their buyer journey.”
Alisha Gomex
Founder, Luna North Marketing
“We used to show metrics. Now we show meaning.
When we present campaigns through empathy and proof, clients stop questioning the spend — they start asking what’s next.”
Jordan Wilde
Brand Director,
Sundown Supply Co.
“We didn’t realize how much our audience had changed until we started listening. Once we realigned our brand voice, everything from our emails to our packaging felt like us again.”
Kayla Foster
COO, NorthPeak Interiors
“Starts With Them™ isn’t just a framework — it’s a mirror.
It helped our entire team remember who we serve and why it matters.
We don’t talk about ‘customers’ anymore — we talk about people.”
The only newsletter that starts with them
Join Starts With Them Weekly — a short, thought-provoking letter about empathy, psychology, and human-centered marketing.
Each issue helps you bridge the gap between what people need and what your business says.
One email a week. No fluff. Just the clarity you’ve been missing.
Still curious?
Discover how empathy scales in the real world.
Explore the framework or watch the latest episode of the channel.