THE ROOT 9: 1.2

Prioritizing partnerships over concessions and value over discounts cultivate lasting worth, in our personal lives and professional endeavors.

The retail landscape is shifting, and it holds a valuable lesson for how we approach our own careers and relationships. Think about it: have you noticed your own shopping habits changing and ads driving you directly to a brand’s domain vs. multi-brand retailer’s website? have you been purchasing more directly from brands as opposed to a department store? I sure have. The shift reflects the broader Direct-to-Consumer (DTC) trend in retail and acts as an analogy to DTC-ification of many things in our lives.

Traditionally, brands partnered with multi-brand retailers (think Saks or Neiman Marcus) to reach different types of consumers or service their existing customers through additional channels. Multi-brand retailers likely purchased the brand’s inventory at wholesale, to control pricing and promotions. It's similar to working for a company that distributes your skills and expertise through its products and services. You're part of a larger network, but your individual control is somewhat limited. Over time, many brands have found that they want greater control of how their brand is perceived by consumers than allowed by multi-brand distribution channels. Similarly, I believe our generation desires to promote themselves in the workforce more than ever before.

However, brands understand that we sometimes still enjoy the experience of browsing a department store, so they can’t completely abandon multi-brand retail. They need that wider reach. So, they're exploring more strategic partnerships, like the concession/e-concession model. Think Barstool - influencers promote their personal brand while partnering with Barstool to distribute their material and gain access to new listeners to view their platforms. (There’s so many retail examples, but Nordstrom x Tonal is an interesting one)

Through this model, a brand basically operates a "store within a store," controlling product availability, pricing, and even the in-store experience. The key as to why this works? It’s a win-win for both, a true partnership. The retailer benefits by not taking on inventory risk, while the brand expands its visibility and has more control over its brand image. Don’t ask me how Call Her Daddy fits into all this…

This model offers a powerful analogy for our careers. Think of yourself as a "personal brand." Your skills and experience are your "products." Just like a brand, you need to manage your "inventory" – your time and energy – and “reputation” carefully. Don't overcommit and spread yourself too thin, which can lead to burnout and "discounted" performance. Remember that YOU are the value, and a company is your platform. You control your brand by focusing on building meaningful relationships (with colleagues, clients, mentors) and how you show up to support those around you.

Finally, remember that the importance of our brand applies to our personal lives, as well. Don't fall into the trap of a "sale mentality" in your relationships. We don’t drool over our favorite brands because they are in every boutique we walk into - we love them because we trust them to provide tangible and lasting value. Be the person that people want to ‘click on’ in a sea of options to get to know better. Be the friends that makes others want to ‘save up’ their best stories and hardest questions for the next time they see you. Be the brand that values itself enough to not let someone else determine how they are perceived.

Key Takeaways:

For more in-depth reading for the retail side of things, if you’re interested:

The power of shifting your “I have to” or “I should” mindset to “I can”

I’ve learned a lot about how I process stress based on how I hear my internal dialogue progressing throughout the week. Think about seeing a friend or catching a coworker in the hallway and the first thing you say sounding something like…”I have so much to do today.” or “Saying hi quickly! I should go finish up some work” or even “I have to call my parents today, I haven’t talked to them in a while.”

In reality, aside from sleeping and consuming enough calories to fuel your day, you don’t have to do anything. “I have to…” or “I should…” can insinuate you’re burdened by obligation, weighted by external pressures, or that your actions are imposed on you rather than chosen by you.

At first glance, this feels like semantics; however, I think it can be a revolution within your mindset. Catching yourself and replacing “I have to” with “I can” brings forth your power of agency, declares your capability and inherent potential.

Consciously acknowledging your internal dialogue and actively altering the narrative flips the script from making you a passive recipient to the active creator. Burden becomes opportunity. Be mindful of how you speak to yourself and see if you notice a change in your overall mood / attitude.

Ok, this was a long one to kick Wednesday’s off. So, let’s end on a lighter note.

I meal prep hard-boiled eggs every week (more thoughts on versatile hardboiled eggs recipes to come) and one of my best friends gifted me the cutest kitchen gadget when I told her I couldn’t seem to land the soft-boil correctly.

This egg-timer is my absolute favorite. I use it every weekend, and it’s a great back-pocket extra for a friend or family member’s birthday present or a gift exchange - whether at the office or with friends.