Speaking Success into Existence

Some founders know exactly what they’re building. They just don’t yet have the words for it. When the language doesn’t match the vision, everything becomes harder — from attracting the right members to making decisions about what to build next. That gap between what something truly is and how it’s being communicated is exactly where this work lives.

Underneath that: the relief of being fully seen. Of having someone help you say, clearly and without apology, what you’ve always believed — even the parts that felt too big to say out loud.

As Abby Covert, founder of The Sensemakers Club, put it:

“Jasmine’s ability to see both the immediate opportunities and long-term vision is exactly why this ongoing conversation with her is so valuable.”

A Case Study: The Sensemakers Club

The Sensemakers Club (SMC) is a community founded by information architect, writer, and community-builder, Abby Covert. What started as a space for curious people to think out loud has grown, over the course of our ongoing work together, into something more intentional: a community-powered education platform with a defined audience, a clear identity, and an infrastructure built to match its founder’s deepest values.

SMC didn’t need a total overhaul. It needed the right words in the right places — and the courage to mean them.

This is the story of how we got there.

Defining the Audience

SMC’s early messaging was broad — centered on the process of sensemaking itself. Six months in, the club was already thriving — but behind the scenes, Abby was juggling too much. Membership tiers, content, communication — all of it needed definition. She was building something great but struggling to articulate it in a way that could support its growth. Broad positioning wasn’t serving anyone well.

Through our conversations, we narrowed Abby’s core audience to: Curious professionals in transition — people navigating career shifts, creative pivots, or personal reinvention — needing a portable support system.

Identifying this clarified what programming made sense, how to structure content, how to describe the club so the right people immediately saw themselves in it. We developed messaging anchors that positioned her and kept all decisions aligned.

Building a Narrative

One thing I’ve learned working with founders is that the most meaningful mission statements don’t get written — they get uncovered. Leaders often hold back their truest convictions because they worry they’ll sound too idealistic, too sentimental, too “fluffy.” Part of my role is creating enough safety and structure that those convictions can actually surface. That’s what happened here. 

The outcome of this work is a Narrative Statement that acts as a communication map that reaches from a founder’s authentic voice — something Abby could return to anytime she talked about the club, whether on the website, in an interview, or in a casual conversation. 

We began with a structured framework I call Money Grows On Trees, uniquely adapted to each client — a method for helping leaders synthesize purpose, strategy, and direction. Through this process, Abby articulated her core intentions as a leader, her beliefs about growth and success, the values she wanted SMC to embody, and the audience she felt most drawn to serve.

The insights pulled directly from her own words. I listened carefully and reflected back what was already there.

As SMC grew, Abby asked, How do I explain what this is? and How do I articulate what I actually believe this could become? Her mission was evolving, and the existing language wasn’t keeping pace.

We looked outward at what was actually happening inside the community. Working alongside a UX researcher, a business development director, and a social media coordinator, we ran structured surveys, facilitated community feedback sessions, and cross-referenced the organic patterns in how members were describing the club to each other.

What we found: members weren’t just there for discussions. They were there to learn, to be held accountable, to grow alongside people who were serious about their output. The residency program — which had emerged as a way to support members who wanted more than conversation — was pointing toward something bigger.

Through that process, a new north star emerged: community-powered education — now, this guides every decision, from programming to partnerships. A mission that surfaced gradually, through dialogue and deep listening, until it was undeniably true. It reframed everything: what the club was, who it was for, and what it could grow into.

The first phase gave the club structure and language. The second phase gave it a soul. 

We saw nearly 50% increase in new members within the first few weeks of refining SMC’s communication and campaigning.

Redesigning the Experience

A mission this clear deserved a home that could hold it. We redesigned the SMC website — the second full evolution of the site we’ve built together — this time starting from the new identity and working outward.

The previous version had reflected the community well enough. But this one needed to do more than reflect — it needed to invite. We rearchitected the information structure, rewrote the copy to match the evolved narrative, and added the kind of content that makes someone on the outside feel what it’s like to be on the inside: member videos, rich residency descriptions, and membership tiers that help people see themselves before they commit.

We also built in a feedback loop — designing sessions and community check-ins to measure whether it was working, and iterating from there. The result is a site that feels alive. One that sounds like Abby, reflects what members actually experience, and communicates the club’s direction with confidence.

Members now have a felt sense of what the community is about:

• “... the new labels showcase the overall vibes and intentions of the club in a broadly appealing way. Can't wait to see the impact of the change over time!”

• “A lot more clear than before. It provides clear intros and logical grouping, serving both discovery and navigation.”

• “This new website finally helped me understand what this is, and I am part of the club!”

Content & Delegation

A brand style guide followed, creating enough consistency that content creation could be fully delegated. What had been a daily drain became a system that ran without her. We built a content calendar structured around daily, weekly, and monthly themes, then trained an AI model on SMC’s brand voice so Abby could generate on-brand content without starting from scratch.

Content engagement surged, with a +108% increase in organic social traffic and a +63% increase in referrals. But most importantly, Abby no longer creates content herself — a process that once took hours a week now takes an hour or two a month.

A Sigh of Relief

Beyond strategy and growth, this engagement is always about relief — the relief of not having to sacrifice long-term vision because of day-to-day operational pressure. The relief of having words that do the work for you — making you look good, sound good, and feel good.