Renia (pronounced R-EE-n-a) Carsillo hates business silos and marketing hacks. So, she spends her days working with mid-size and small companies to integrate their business strategy with their impact strategy, design sustainable marketing frameworks, and find a growth cadence that works for their team and their lives. Renia believes founders are uniquely positioned to create a kinder, more equitable world. She is passionate about bringing C-level strategic support to the small and mid-size companies shaping their communities every day. Renia says, "Sustainable marketing is built on a solid business strategy. A solid business strategy is built on values-driven habits. Values-driven habits are built on healed/healing leaders. We can’t do these things separately. They’re all interconnected. ”
Are Your Customers Even "Hearing" You Right Now? [Two on Tuesdays]
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Happy Tuesday, Reader! I started writing about the uncertainty in our current market last year. And to say it’s gotten even more tumultuous might be an understatement. And when your customers' psychology changes, your messaging has to change with it. In moments like these, being impact-minded means adjusting our selling approach to meet the needs of the moment.Right now, community-based businesses, in particular, should focus on addressing survival needs rather than higher-level wants. This shift in messaging is not about manipulation. It's about helping people see the value of what you do in terms that actually land right now. Here's a real-world example that caught my attention recently: The Bogg Bag pivot.You've probably seen Bogg Bags—the colorful, structured totes that became a cult favorite among, well, a lot of us. They're a women-founded business that built their brand on aspiration and joy. Their whole identity was "life's short, treat yourself." Then the 2025 tariffs hit, and their cost structure got turned upside down. Their CEO, Kim Vaccarella, didn't just quietly raise prices. She shifted how the brand communicated its value, pivoting from lifestyle aspiration to smart, durable investment. Before: Life's short—treat yourself. You deserve a bag as colorful as your personality. Uncertain Times Shift: Buy once, buy right. In a world of rising prices, a bag that lasts for years is the value move. Both statements are completely true. Bogg Bags are a joy, and they do outlast the $30 knockoffs. But right now, only one of those messages is "hearable." When people are watching every dollar, they can't connect with "treat yourself." They can connect with "this is actually the smart choice." Your messaging can reflect your values AND meet your audience where they are.When our base-level needs feel secure, we buy with our hearts. We make decisions based on experiences, aesthetics, aspiration, or joy. When we feel uncertain about our resources, we need to know: Will this solve a real problem? Will this protect me? Will this be worth it? Your offer probably hasn't changed at all. But the question your customer is asking before they say yes has changed enormously. If you're finding it harder to close deals, generate interest, or keep clients lately, your messaging might need adjusting. What do your clients need to hear right now? Do you need help with your sales conversations? Reply to this email, and let's talk. Until next time, Renia C. |
Renia Carsillo
Renia (pronounced R-EE-n-a) Carsillo hates business silos and marketing hacks. So, she spends her days working with mid-size and small companies to integrate their business strategy with their impact strategy, design sustainable marketing frameworks, and find a growth cadence that works for their team and their lives. Renia believes founders are uniquely positioned to create a kinder, more equitable world. She is passionate about bringing C-level strategic support to the small and mid-size companies shaping their communities every day. Renia says, "Sustainable marketing is built on a solid business strategy. A solid business strategy is built on values-driven habits. Values-driven habits are built on healed/healing leaders. We can’t do these things separately. They’re all interconnected. ”
Happy Tuesday, Reader! Every once in a while, you get to have a conversation that reminds you why you love the work. That's what happened recently when I sat down with Tom Hootman of The Marketing B-Sides podcast. This interview covered a lot of ground, and I loved every minute of it. We talked about everything from how we decide who we work with, to my admittedly nerdy approach to time management, to my sort-of-but-maybe-not-really controversial take on AI in business. Pop in your earbuds...
Happy Tuesday, Reader! Over the past three weeks, we've explored The Alignment Trinity™, a powerful framework for businesses navigating uncertainty. Today, I want to bring these concepts together and show you how they create a resilient foundation for your business, particularly in these challenging times. As we've discussed, sustainable and resilient business growth requires the alignment of three critical elements: People: Your stakeholders (employees, customers, vendors, and community)...
Happy Tuesday, Reader! If you've been following along these past two weeks, you've done some important work. I've shared tools for reconnecting with your people and taking a hard look at the systems carrying your business forward. Today, we complete The Alignment Trinity™ with what may be the most fundamental element of all: our habits. As a quick reminder, sustainable and resilient business growth requires a critical alignment of people, systems, and habits. When people are aligned, they can...