The Sicilian wine harvest.

I spent the week before last in the shadow of Mount Etna at the magical Rocca delle Tre Contrade. The reason? A retreat designed around the Sicilian wine harvest. Yes, Mount Etna “let off some steam,” which caused travel challenges for a few of those in our group. And yes, it was as fabulous as you can imagine.

Per usual, this was a fairly last-minute booking for me. Everyone kept asking me what I had on the calendar for summer travel. The truth was I had nothing planned beyond my annual July visit to Canada. And yet I sensed that something was going to come up and for once I didn’t rush to fill the empty space.

Then at the end of July, an newsletter containing a list of creative retreats and workshops landed in my inbox. It was the Club Yolo by paid email. There were two of the retreats in the body of the email with another 54 behind the paywall. Did I pay to subscribe? Curiosity piqued, I certainly did.

I took the email as my sign to see what might be there for me. And there were a few that resonated, all in Europe and all centered around hands-on learning, food, and wine. It was mid-August by the time I decided on and booked the Sicilian Wine Harvest for the last week of September. Leaving me with five weeks of anticipation (and a decidedly lame attempt to brush up on my Italian).

Be committed.

Before I dive into what we learned from the Sicilian winemakers we had the privilege of meeting, I want to introduce the players. The retreat was entirely shaped by their approach to wine and life.

The owners of Rocca delle Tre Contrade, Jon Moslet and Marco Scirè, are deeply committed to sustainable agriculture, food, and wine, and the people who produce it. Every aspect of Tre Contrade aligns with this commitment (more on this in my next newsletter). There was a mutual respect evident amongst everyone we met that made all of our experiences possible.

Our wine expert for the week was the utterly engaging Isabelle Legeron, France’s first female Master of Wine and one of only 421 MWs worldwide. She’s also the founder of RAW WINE, a global natural wine community.

That was our theme for the week. Meeting local winemakers and tasting their wines (while eating the most delicious food prepared by the chef Dora and her team at Tre Contrade).

All of the winemakers use minimal intervention to grow their grapes and produce their wine (think no chemicals, pesticides, or sulphites, in the growing, fermentation, and bottling processes). A few of them have their vines at elevation on Mount Etna. Others in terrain further south and west. Throughout the week, we went to them and they came to us.

These are small to medium (by Sicily standards) winemakers (150,000 bottles per year was on the high side). They have small teams and do much of the work themselves, mostly by hand. They’re scrappy and individualistic. They do things their way and respect their winemaker peers whose approach to winemaking is different from theirs. My head exploded with their stories and how they each approach making their wines.

I left utterly inspired by their ingenuity, fortitude, and resilience.

And yes, their amazing (sometimes challenging) wines.

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They make wine their own way.

That was the thing that most stood out to me. Every winemaker, both young and old, was growing their grapes and making their wine in their own distinct way. Part of this is driven by the particular “terroir” in which they’ve located their vineyard.

Terroir (pronounced ter-wär) is the complete combination of natural and environmental factors—such as soil, climate, topography, and sunlight—that gives agricultural products like wine grapes their distinct, characteristic flavor and sense of place

Source: Merriam Webster

While on Etna we learned that the landscape changes quickly and a grape that thrives on one parcel of land (a “contrade”) will not do so in another 100 or 200 meters above or below.

The other part is their philosophy of winemaking and how they feel they can bring out the best of what a particular vintage has to offer.

One young winemaker, Nicolò Grippaldi, who came to the villa to share his wines and story over aperitivo and dinner produces his wines biodynamically. Using this system, there are Root Days, Fruit Days, Flower Days, and Leaf Days. Nicolò also follows the cycles of the moon. This was a new concept for me, but when he (and Isabelle) explained the concept, it made some much sense. Think about the moon and the tides. The same idea applies to water in the vines (this is an incredibly rudimentary explanation!).

When we visited Azienda Agricola COS, winemaker Giusto Occhipinti told us that at one point early in his winemaking journey he came to believe that his wines were derivative. There was nothing that made them dramatically different than the other wines in the area. So he went in search of something… in Georgia (the country, have you seen Drops of God on Apple TV?). Through a beautifully long (and crazy) story, Giusto told us how he found his way to make exceptional wines in Sicily, the Georgian amphora (pictured below).

This is a taste (pun intended) of how these winemakers do things their own way. They’re not looking at what other winemakers are doing. The night that Nicolo Grippaldi came to Tre Contrade, he was joined by Giuseppe Grasso of Stanza Terrana. Both produce on Etna and yet Giuseppe’s approach was unique to his terroir and philosophy of wine. There is no right or wrong way, there’s simply their way.

Yes, this is intended to get you thinking about your own business… both your terroir and your philosophy.

They run experiments.

If you’ve been around this email for awhile, you know I love this. I call them tests, but the idea is the same — you never know what’s going to work until you give it a go. Several winemakers we met, said exactly that… “I ran a little experiment.” Often it was in their garage, where they first fermented their wines, or in the vineyard itself, trying out different grapes and techniques.

Our first vineyard visit was to Gustinella, a small artisanal natural wine estate founded in 2020 by (young!) winemaker Sonia Gambino in the high-altitude village of Maletto on the western slopes of Mount Etna.

Sonia is a marvel and her story was so beautiful it had us almost in tears. To start, it’s important to know that many of the small vineyards in the area of Maletto are owned by families who produce wine for their own consumption. Seeking refuge in a familial home during COVID, she developed a relationship with an 80-year-old local farmer named Don Vincenzo. He agreed to allow Sonia to rent (paid in wine) and restore his neglected centenarian vineyards and produce a small batch of wine in her garage. She told us it was an experiment.

Maletto being a small town, word spread quickly, and other landowners came to Sonia with requests to use their grapes. Her first wine was a success. Six years later, she oversees 12 small vineyards, roughly half of which she owns, producing wines (reds, whites, rosatos, mostly blends) that are sought out and sell out (6,000-7,000 bottles per year).

Not everything is on the line when you run an experiment. Ideally, you’ve not made a significant investment financially and in terms of your time. As a result, you can be looser, a bit playful even, in your approach. This was echoed across the other winegrowers we met. Try new things. Don’t “bet the farm” when you do.

They take risks.

At the start of the retreat, Isabelle presented her take on natural wines and the winemaking process. For me it was a much-needed 101 course on the difference between conventional and natural winemaking.

It’s much easier to grow grapes and produce wines in a conventional manner. This means clearing the ground of undergrowth (plants in their natural habitat), planting vines in long, clean lines, using pesticides, and adding sulphites to preserve the wine once it’s in the bottle.

But “easy” does not mean “best.” Taking a more challenging path and risking more, that’s where the opportunity to stand out lies.

“It is never through ease that one obtains great things.”

~ Bernard Noblet of Domaine de la Romanée-Conti (from Isabelle’s presentation)

They pay attention to the details (and the mundane).

The first winemaker to join us as the villa was Simone Rizzo, who alongside his father, Filippo, runs Lamoresca, which “spans 25 hectares of organically farmed land, with half devoted to vineyards that cascade across sandstone soils mixed with calcium and iron-rich clay at 450 meters above sea level.” (SelectioNaturel)

Simone shared that there is no irrigation built to water their vines. And because of the composition of the soil, the plants rely on rain water. It’s a challenging environment and as a result the vines “suffer.” They have to work to survive. And it’s this work, combined with the soil and biodiversity of the environment, that make Lamoresca wines amongst the best in the region. Suffering produces good grapes.

I wrote about this idea of of suffering producing richer, more complex wines here.

Simone also recounted a story. Not long ago, a friend from France visited him at the vineyard. They spent time doing the daily work of tending to the grapes and making the wine. His friend commented that all you do is clean. And Simone told him that 70% of the job is cleaning.

The cleaning is a part of the process. It’s the routine things done, day in and day out, that make for an excellent product.

They adapt to changing circumstances.

At a winemaker’s dinner, Nicolò Grippaldi shared that he’d already completed his harvest, which was unusual. It’s usually a 6-week process. However, this summer there was a lot of rain and it was hot. The result of this weather was that everything was ready to pick at the same time leaving him with only 26 days to harvest all of his grapes.

Weather = circumstances beyond your control.

How do you make those circumstances work for you? It’s not always possible, I get that. That said, I think there’s the possibility to do so more often than we give ourselves credit for.

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Their relationships are not transactional.

The experiences we were privileged to have throughout the week were entirely made possible because of the relationships created by Isabelle, Jon, and Marco. As you can no doubt imagine, the harvest is a busy time for all winemakers. And yet… they made time for us.

Some drove up to 4 hours to join us for a winemaker’s dinner. Others hosted us at their vineyards. All of them shared their stories and their wine.

None of interactions were “quid pro quo.” Isabelle, Jon, and Marco have respect for how these winemakers bring their product into the world and the winemakers have respect for Isabelle’s advocacy and what she’s building with RAW WINE, and the same is true for Jon and Marco and Tre Contrade.

These are real relationships and everyone wins.

They know the difference between good and magic.

Restauranteurs becoming winemakers. This is the story of Filippo Rizzo and it was the story of Vino di Anna cofounder (alongside his wife Anna). Eric met us in one of his vineyards and drew us a map of the area in the soil. He explained this particular terroir — the soil, the winds, the rain. He shared that he lost his entire crop in 2023 due to mildew after severe rains and having no copper on-hand to treat the mildew.

While still in his vineyard, before going to his home and winemaking facility to taste his wines, olive oil, and honey, Eric said this (and I’m paraphrasing).

You can be given the recipe on how to make something and yet… that recipe can be made in different ways. Who’s making the recipe? What are they bringing to it that no one else is?

They embrace constraints and sometimes choose to work outside the system.

I’ve written about the upside of constraints in the creative process. In the case (pardon the pun), of the winemakers we met, especially those on Mount Etna, there are rules around naming that impact how a winemaker can label their wines.

A short naming lesson (with an assist from ChatGPT)…

“There is a specific legal designation governing which wines can be labeled Etna DOC (Denominazione di Origine Controllata), and elevation is part of the story.

Etna DOC was established in 1968, making it Sicily’s first DOC wine designation. It protects wines produced within a legally defined geographic area on the slopes of Mount Etna.

To qualify, a wine must meet several requirements, including:

• Geographic location: The grapes must come from vineyards within the officially designated Etna DOC territory, covering portions of 20 municipalities.

• Elevation: The designated territory has elevation boundaries, but there is not one universal maximum elevation for every vineyard.

• Grape varieties: Red wines must contain at least 80% Nerello Mascalese, while standard white wines must contain at least 60% Carricante.

• Production standards: Winemakers must comply with rules governing yields, winemaking, aging where applicable, and other production requirements.

In terms of elevation, the official regulations establish geographic boundaries that follow different elevations depending on the particular slope and location. Some areas have an upper boundary around 600 meters, while others extend to approximately 1,000 meters.

On the eastern slopes, where you spent much of your time, vineyards commonly reach elevations approaching 900 meters.”

The reality is a winemaker can produce an excellent wine using grapes grown on Mount Etna, but if those grapes come from a vineyard outside the legally designated DOC boundaries, the wine cannot be labeled Etna DOC. The Etna designation is deemed desirable because it helps to sell wine.

The distinction doesn’t necessarily say anything about its quality. Sonia Gambino of Gustinella is an example of this. She can’t put Etna DOC on her labels. But she can determine how she communicates the value of what she does have to offer: high-elevation vineyards, old vines, unusual grape varieties, and a distinctive terroir.

She doesn’t treat the lack of designation as a deficiency, rather she uses the characteristics of Maletto central to her positioning. Not every business benefits from belonging to the most recognizable category. Sometimes the differences are the value.

Anna Martens and Eric Naroo of Vino di Anna operate vineyards across multiple locations, both inside and outside the DOC territory, including some at very high elevations. Their priority is producing wines that express the particular characteristics of their vineyards rather than following one standardized approach to wine production or one classification.

It’s the difference between the circumstances you’re handed and the strategic choices you make in response. You don’t always have the credentials, recognition, market position, or resources of established competitors. But that doesn’t mean you have nothing valuable to offer. It means you need to be particularly clear about what makes your work worth choosing. As I always say, “what makes you, you?”

“Prima di essere buono, un vino deve essere Vero!”

“Before being good, a wine must be true!”

~ Winemaker Frank Cornelissen

More is not always more.

Most of the producers we met not in the “more is more” game. Their annual production is small by most winemaking standards. Much of the work is done by hand, most often by the winemakers themselves and their very small teams. And they love what they do.

Winemaker Francesco Guccione drove four hours from Western Sicily to share the story of his “soulful and uncomplicated” wines with us. He has an incredibly small team and he told us he wants to make it even smaller… only him. He has other passions he wants to pursue. He wants to make his wine his way and live life his way.

Isn’t that always the goal?

Cin cin.

Katherine

#ICYMI

What value is.

After encouragement (read: being prodded) by a friend with whom I generally have aligned viewing habits, I finally started watching The Gentlemen on Netflix. She and her husband are deep into Season 2, so I have some catching up to do. That said, the first hour-long episode of Season 1 was so darn good, I don’t want to rush it.

In that episode, the patriarch (His Grace) passes away and the estate, title, etc. is passed down to his son. That son (the new His Grace) needs to raise some cash — quickly — for reasons I won’t go into in case you’re intrigued enough to start watching. He agrees to take a meeting with a VERY interested buyer of the estate. At that meeting the potential buyer presents an apparently VERY sizable offer to the son (I say, “apparently,” because the sum is not revealed to the viewer).

In doing so, he says this about the idea of value:

“Value is derived from what someone’s willing to pay for something. If I say it’s worth that much, it’s worth it. At least to me.”

Then the buyer proceeds to say that he’s “prepared to go farther north of that number.”

I can hear the pushback already. “But Katherine, this is an extremely motivated buyer. The seller is reluctant. This doesn’t apply to me.” And I get it.

And yet… there’s value in entertaining the idea he presented.

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What does the word mean?

You know I love a definition, so here it goes…

value /ˈvalyo͞o/

Value is the relative worth, usefulness, or importance of something. [1]

Because the word has different meanings in different fields, it helps to look at how it is used across major areas:

Financial and Economic Value

• Market Price: The amount of money that an item, service, or property can command in a market.

• Exchange Worth: An equivalent return in goods, services, or currency during a transaction.

• Bargain: Something priced fairly or cheaply relative to its quality (”a good value”). [1, 2]

(Source: Cambridge Dictionary)

As for the etymology of the word…

The word value comes from the Latin verb valēre, which means “to be strong, be well, or be worth”

(Source: Mirriam-Webster)

I’m intentionally planting a stake in the ground, something to hold onto.

Conversations of late.

Last time around, I wrote about How to bring craftsmanship to your service-based business. In that post, I shared the idea that “Not everyone appreciates craftsmanship — anything made with craftsmanship is made for those who do.”

I would say the same about value. Not everyone will value what you do in the same way. It’s your choice what to do about it. Whom to engage with and whom not to, based on the value they perceive (or not).

I recently had two conversations with new clients. Both were with founders of creative businesses who are outstanding at what they do. And both have been giving away work for free.

When you’re caught up in the day-to-day running of the business and pitching new clients in competitive verticals, it’s hard to see what you’re really up to for your clients in terms of the outcomes you deliver.

This is especially true in the “discovery phase” when you’re trying to sign on a prospect. You want to show them how good you are, the impact you can have on their business, why they should choose you. It’s at this point that it’s easy to start giving away your work for free.

Some potential clients are naive when they’re asking what you would do and others know exactly what they’re doing. They want you to “give them the goods” before they agree to sign on.

They make requests. You start giving them some ideas so they know how you think, assessing where they’re at in the area they want to hire you for, researching their market, and producing “sample work.” These are examples of how this can show up when you’re doing business development. And they’re all ways you can be giving away work for free. This is a slippery slope.

In addition to the two clients I referred to above, I’ve seen it with almost all of the other agencies and creatives I’ve worked with. And I’m on a mission to change it. I tend to say to something along the lines of, “this is the work.”

When I met up with one of the aforementioned clients IRL just a couple of weeks ago, she said to me, “You helped us see the value in what we’re delivering.” Yes, yes, yes.

What comes easy.

One of the reasons we can end up on the slippery slope of giving away work that we should be paid for is that it’s precisely the thing we find easiest to do. Because it comes so easily to us, we tend to undervalue it. This is exactly the opposite of what we should be doing.

I wrote about this in a prior post, “How to value your services.“ It’s worth a read as it goes into more detail on the ways creatives tend to undervalue their work and our fees, and why this is so darn difficult to master.

To the point about undervaluing what comes most easily, here’s what I shared via Elise Loehnen’s Pulling the Thread podcast episode, "Five Things I’m Thinking About: The Creative Process, Pricing Your Work, Inspiration vs. Discernment, Insanity, and the Etymology of Should.”

In the episode, she said this about a friend she described as “a literary agent giant”:

“But that when she would be talking to or mentoring younger people, she’d say like, what’s this in your proposal? And they’d say, oh, that’s really easy for me. So it’s like hard for me to charge for that. It’s really easy.

That, my friends, is your gift. What is easiest for you is your gift, and in some ways it’s the most valuable thing. It’s the thing that you charge the most for, even if again, can’t best be encapsulated by the time it takes.”

So, don’t fall into this trap. And while I’m at it, try not to discount your rates. If you really want to work with a particular brand, then adjust scope, but don’t reduce your rate for the same work.

Because it’s worth remembering… Most of us want to sign on new clients at any given time. We have businesses and lives we’re running. That said, it’s always good to remember that what someone is like in the business development process is, with a few exceptions, what they’ll be like as a client. Difficult, challenging, demanding… that’s who you’ll be working with.

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Confidence.

The other reason we can land on the slippery slope is that we lack the confidence to stand up for our value and what we truly deliver.

This goes beyond the discovery phase and extends to the engagement itself. This can look like constantly overdelivering on the agreed upon scope, allowing for scope creep, doing that one extra thing… just this time (and of course, it’s never “just this time”), not setting boundaries in terms of revisions, and not going back to the client when your fee needs to be revisited based on what they’re asking for and what you’re delivering.

And it’s not holding firm when you know the right thing to do to get the results the client is looking for, and instead, giving in to what they think is right to keep them happy. Somewhere along the way, they’ve forgotten that they hired you as the expert. They’ve lost the plot in terms of what you’re delivering.

That said, confidence is a tricky thing. It can be hard to find, especially when we’re negotiating or want to keep a client. Everyone’s been there. To help, here’s a little more etymology, this time for the word confidence…

Root Breakdown

• com- (or con-): An intensive Latin prefix meaning “with” or acting to strengthen the meaning.

• fidere: A Latin verb meaning “to trust” or “to rely upon”

Which comes together to mean, "to trust fully."

(Source: Online Etymology Dictionary)

It comes down to learning to trust ourselves and what we know to be true about our work and how valuable it is.

I wrote about confidence a several years ago (yes, this is an “evergreen” topic). In the post I included:

• A story about my mother participating in a duplicate bridge competition in Las Vegas with three other women from one of the bridge groups she belonged to.

• A tennis story (they’re always so darn good when it comes to mining business lessons).

• A thoughtful opinion of men versus women in business.

• And what our younger selves can teach us.

I’m not saying it’s easy. I am saying that it’s possible, one decision, one action at a time. It’s a muscle like any other. And we all need to regularly work it out.

An exercise.

With a focus on business development or your discovery phase, pre-proposal, think about the last three to five opportunities you worked on.

List all of the ideas and information you shared with the prospective clients. How do you feel when you look at the list? If you recorded the meetings, download the transcripts and have your AI tool of choice give its take on what you shared.

Did you give away what should have been paid work for free? If so, great. Now you know. Now you can choose to perhaps do things differently the next time around.

Until next time.

Katherine

#ICYMI

Craftsmanship.

"craftsmanship /ˈkraf(t)sm(ə)nˌSHip/”

“Craftsmanship is the high skill, care, and artistic ability a person uses to make or build something, especially by hand.” Cambridge Dictionary

This idea of craftsmanship has been on my mind lately.

When I think of it, here are some things that comes to mind:

• A beautifully made Italian handbag.

• The perfect pair of Japanese denim.

• An as-yet unopened Moleskine notebook.

• A smooth Danish sideboard with inlaid dovetailing.

• A hand-knit sweater.

I picture Italian men working in their tiny shops creating and fixing things that the rest of the world throws away. Or nonnas hand-making pasta in their kitchens.

Everything made with intention and care. And in the case of the nonnas in their kitchens, with love.

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What does craftsmanship mean to me?

I sat down and made a list in order to get to the root of what was tugging at me. Here’s what I came up with.

Craftsmanship means…

• Attention to detail.

• Seeing what others don’t see | Noticing what others don’t notice.

• Depth, precision, intention.

• Consistent, reliable quality.

• Consideration and care, taking one’s time, not rushing.

• Experience, knowledge, the how-to — usually developed through years of experience.

• Fewer, better | Less as more | Resisting the urge to add another thing.

• Knowing the best materials and tools to use for the job.

• If a material is not available, knowing what to use instead.

• A feel or an eye for what they do (the natural part of the work).

• Passion for learning and deepening their craft.

• That does not mean the craft does not evolve; there’s continuous learning, trying new techniques, perfecting what’s created.

• Apply the rules, and know them so well they know how to break them.

• Don’t follow trends; remain focused on what they do best and not what everyone else is doing.

• Knowing when the time is right to create something new.

• Making it for themselves – the joy of doing the work – and the person who will experience it.

• Not everyone appreciates craftsmanship — anything made with craftsmanship is made for those who do.

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How does this apply to our businesses?

This is the part, in particular, that’s been on my mind. How do we bring a level of craftsmanship to the work we do?

I started looking at it in this way. When I reviewed this list of qualities, I thought about what, if anything, was missing in how I approach my work. Where’s the opportunity to up-level.

For me, 2026 has been about “focusing on my own paper” (concept attributed to Intuitive Tarot Teacher ). It’s been about not watching what others in my lane are up to and instead deepening my work, the work that only I can do. And it’s been about focusing on people who appreciate my particular form of craftsmanship.

I’m focusing more deeply with fewer clients this year. I’m continuing to expand my knowledge and to trust myself to break the rules when it’s called for. The latter has been especially relevant in terms of marketing and business development — where to show up and when, despite what everyone is saying is the right place and the right way.

Now it’s your turn.

Until next time.

Katherine

#ICYMI

10 real conversations with female founders.

After taking a much-needed break from this newsletter at the start of the year, I had the idea to focus my time here in conversation with some of the amazing women I know who are experts at what they do.

What I loved most is how easily it all came together. The women who showed up were game and talked honestly about their businesses, their challenges, and what’s working now. As you’ll see from the list, the topics were varied — from trademarks to journaling, from product and business launches to Human Design, and more.

I’m sharing them here in case you missed any the first time around, thinking perhaps there’s a bit more space in your days to watch or listen now.

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The list.

Here’s what we got up to.

There’s so much wisdom and actionable advice in these 10 conversations. I hope there’s something that sparks your curiosity or answers a burning question about your business (or life).

And if watching on Substack’s not your thing, you can listen to them on the Business/Women with Katherine Danesi Podcast on Spotify.

Keep on summering.

I’m going to keep on summering. What that means for this newsletter is that it will land in your inbox when I really have something to say.

And If there’s a topic you’re itching for more information on, just hit reply and let me know. That’s the goal after all… to write what I know for sure (and most likely learned the hard way) that can help you the most.

Until next time.

Katherine

About Nicole:

Nicole Swartz is a trademark attorney and founder. In 2015, she started a beauty brand that was sold in hundreds of retailers around the world. But there was one big problem — she didn’t trademark her brand. One day, she woke up to a cease-and-desist letter in her inbox. Someone had trademarked her brand name and now they owned it. She had 30 days to rebrand everything. That nightmare turned into a mission: Nicole became a trademark attorney to help other female founders own their brands. Today, she runs one of the top 3 trademark law firms in the U.S., with over 2,000 trademarks filed and a 99.8% success rate.

What we covered:

1. The cost you don’t see coming is the one that hurts most.
Nicole built a beauty brand for two years before losing her business name overnight when a Cease & Desist Letter arrived in her inbox. The cost went well beyond the legal fees.

2. There’s a gender gap in trademark filings and it isn’t random.
The difference between the rate at which men and women file for trademarks is real. She tells you what’s behind it.

3. The moment to file isn’t when you’re ready, it’s before you need it.
Nicole explains when it’s the right time to file (and when it isn’t). This is a must-watch.

4. Your LLC isn’t protecting your brand.
Nicole breaks down what founders have in terms of business protection versus what they actually own.

5. She thought no one could replace her as the lead attorney in the practice.
The first attorney Nicole brought on taught her something she didn’t expect. The lesson stuck.

6. She built a firm that runs without her. Then had a baby. Then proved it.
This is an example of what building on your own terms actually looks like. And may not be how you would do it, and that’s the point.

Watch the conversation above or listen on Spotify.

Follow Nicole here: Website | Instagram | TikTok | LinkedIn | Substack

And if this has been a wakeup call for you, take her upon her offer for a free consultation.

I interviewed Nicole last August - here’s the link to our first conversation.

Until next time.

Katherine

This is what I discussed with .

Grace is the founder of The Hivery, a San Francisco, Bay Area-based women’s coworking space, inspiration lab, and membership community for women creating their next chapters....whether growing a business, writing a book, or getting paid for their art and expertise.

A trailblazer in community-centered programming and gorgeously designed community spaces, Grace has hosted luminaries including Jill Biden, Diane von Furstenberg, Shannon Watts, Marie Forleo, and Chip Conley, and has been featured in Forbes, Elle, Architectural Digest, and Entrepreneur Magazine.

She has built a network connecting thousands of women entrepreneurs, creatives, and leaders and is a recognized expert in community-based businesses, purpose-driven work for women, and a respected mentor on how to create our lives like artists.

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Here are the highlights from our inspiring conversation.

1. The idea you keep dismissing might be the one you need to pursue.
We often don’t lack clarity. We lack the courage to take seriously and act on what we already know. Grace shared her experience and what finally got her to take action.

2. Your creative past is the blueprint.
Grace went from professional ballet dancer to tech marketer to founder, and every piece informed the next. What looks like an unrelated detour rarely is.

3. Grief is a business catalyst nobody talks about.
Losing her mother didn’t just break Grace’s heart, it broke open the question of whether her work actually meant anything. Learn how she worked through this loss (journaling was instrumental).

4. What community really is and why it matters when you’re at an inflection point.
Grace shared her very specific idea of community — The Hivery as an inspiration lab and what this means in relationship with others.

5. Beauty as a message to yourself.
Grace designed The Hivery to feel like a dance studio meets the coolest ad agency you ever dreamed of working at. She shared why this was so important and how it aligned with the ethos of The Hivery.

6. Constraints create your best ideas.
When Grace reopened The Hivery, she had almost no bandwidth for the curated programming that had been on of the hallmarks of the The Hivery’s initial physical space. How she solved for that constraint became the best thing she’s ever done.

7. The Victory Bell.
Members have rung it since 2014 for milestones big and small. Learn why this is so important to the community she’s built.

Grace dropped so many pieces of wisdom. As a female founder, at least one of them will apply to you.

Watch up top or catch the episode on Spotify.

Follow Grace here: Website | Instagram: Grace & The Hivery | LinkedIn | Substack | The Art of What’s Next Podcast

And if you’re in the San Francisco Bay Area and want to check out the magic at The Hivery, get your Free Day Pass here.

Until next time,

Katherine

Get more from Katherine Danesi in the Substack app

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About Sana.

Sana Akhand is a somatic relationship coach, conscious matchmaker, and tech founder based in New York City. Her core belief—you have to regulate before you can relate—became the foundation for everything she built: a private coaching practice for couples and individuals, matchmaking dinner parties for singles ready to meet differently, and UNION, an app delivering personalized three-minute somatic practices exactly when people need them most.

Her unconventional approach to love went viral when her story of living separately from her husband made national headlines, landing her in The New York Times, Good Morning America, Business Insider, and The Tamron Hall Show. She’s also the host of “Thriving in Love,” a podcast that challenges relationship norms most of us never thought to question.

Here’s some of what we discussed:

1. The “checking all the boxes” trap. Sana had the career, the marriage, the Manhattan apartment and still felt completely empty. Her grandmother’s death forced one question that shifted her direction.

2. When you suppress your truth, the Universe gets louder. Before Sana told her husband she needed her own space, she had a bad fall that left her bedridden for a month. Her take: when we avoid what we know we need, the Universe finds a way to get our attention.

3. Relationship problems aren’t communication problems, they’re nervous system problems. No amount of “I statements” fixes a triggered nervous system. Emotional patterns live in the body, not the mind.

4. Do it first, then get the validation… not the other way around. There’s a tendency to want other people’s approval before you move forward. We dug into Sana’s approach.

5. Investor outreach. What worked for Sana and what didn’t.

6. Investor pitch feedback. Pitching is challenging. How to mine even an unsuccessful pitch for gold.

7. Solitude is the shortcut from performing to purpose. Ten minutes a day of tuning inward is what keeps Sana from abandoning ship when things are slow. Her word for this practice: rebellious.

This is the most wide-ranging conversation I’ve had yet.

Watch or listen up top, or catch the episode on Spotify.

For more from Sana…

Download the app: UNION

And follow Sana here: Website | Instagram | LinkedIn | Substack | Thriving in Love Podcast

Until next time,

Katherine

Three female founders walk into a Brooklyn cafeteria…

True story. Last week, I met up with two other fabulous women business owners for lunch at a cool, only-in-Brooklyn “cafeteria.” It was a long lunch and we closed the place at 4pm. The food and the conversation were excellent.

We talked books (we’re all avid readers) and we talked business. In terms of the latter, we all shared what’s working and what we wish was working, and what we love doing and really don’t like doing at all.

And we discussed how we talk about what we do. In that topic… gold.

Most often, when female founders say what they do, they’re really telling you how they do it. They’re not telling you the impact of their work, the outcome they deliver.

This was not just a lunch-time conversation. I see it consistently with my clients. And heck, I often fall into the “how” pit myself. Today, I want to pull this apart in order to help you think (and talk) differently about what you actually do.

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What you do is the outcome you deliver.

We’re talking transformation. It’s what you help your client achieve and how you make them feel. It’s the real reason they want to hire you. They may not come out and say it, but it’s what they’re looking for.

Let’s take my business as an example. I help my clients build thriving, consistently profitable businesses in support of the life they want to be living. I help them feel empowered and confident as business owners.

How do I do this? Strategy, advisory, and coaching. Weekly calls. Ongoing support.

You get the idea. This applies whether you’re operating a B2B model, selling services to companies, or a B2C model, supporting individuals.

Always think about your work in terms of the outcome you help them achieve.

Why do we default to the “how”?

The first answer to this question is that it’s easy. And it’s understandable. When someone asks what we do, the role, the title, the “how” is what’s readily available so that’s what we go with.

The next answer gets to the layer below this. I think there’s a part of us that’s reluctant to own the impact of our work. There’s some sort of block or thin film that keeps us from accessing that next level, beyond the how.

What creates the block?

There are a few things at play:

1. It can be hard to get perspective on our work “from inside the jar.”

2. We may not believe we created the outcome.

3. We’re reluctant to state our impact for fear of it seeming like we’re bragging.

4. We can be afraid of standing out when we own what we do and thus being cut down (aka “tall poppy syndrome”).

Be honest. Do any of these sound familiar?

Why it’s important to figure this out.

Let’s start with the most obvious answer. You’re out somewhere and meet someone new. And they ask you what you do.

Most often founders default to the title they’ve created for themselves. In my case, that would be Business Strategist & Advisor for female founders of service-based businesses. Is that true? 100% yes. But does it tell the whole story? Absolutely not.

Take this scenario one step further — whether it’s meeting other women businesses owner IRL or connecting with them online — where your goal is be memorable enough to potentially get referrals. When you say you’re a branding expert or website developer for women business coaches, how do you stand out from the rest so that you’re referrable?

Then there’s your website, newsletter, and social media posts. The content you create for all of the above broadcasts to the world (and hopefully your ideal client) what you want to be known for. If you’re staying in the “how” and not the transformation, you’re missing out on potential opportunities (clients and collaborations).

Lastly, there’s the moment when you’re actually pitching a client. As I like to say, no one cares “how the sausage gets made.” They care about the sausage itself. How are you going to change their business and life?

We’re talking about positioning.

When you stay at the level of deliverables:

• “Brand strategy”

• “PR support”

• “Digital marketing”

you become harder to differentiate.

The agencies and founder-led businesses that grow faster tend to articulate:

• What decision gets made

• What problem gets solved

• What risk gets removed

• What outcome becomes possible

when a client works you.

You’re selling the transformation, not the activity.

How to move beyond it.

Okay, so we know why it happens and the impact on our businesses. Now we need to look at some ways to get to the heart of what we do. The outcomes or transformation we deliver.

Ask “to what end?” or “so what?”

These are questions I use when I’m working with clients on their service offerings. I’ll ask them what they do. To which as noted above, nine times out of ten they’ll respond with how they do it.

Once we get clear that we’re looking for outcomes, they’ll answer again. This answer is closer to revealing the real work they’re doing. And yet often, it’s still not quite there. It’s not getting to the heart of what the client is gaining in the process of working with them.

At which point I ask, “To what end?,” often more than once. For example, “I design branding that elevates their business.” Excellent… To what end? What does “elevating their business mean”?

Another version of this question also works, “So what?”. ”I create on-brand websites for female-founded service-based businesses.” So what? What does an “on-brand website” get the founder?

The next time you’re describing what you do, push yourself to ask one of these questions and keep asking until you get to the true outcome you deliver.

And additional point here… This is the outcome/the feeling that only can deliver for them, because there is only one you with your unique set of expertise, interests, experiences, etc. They will not achieve the same result working with anyone else. Let that sink in.

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Ask your clients.

Yes, really. Survey your clients — ask them where they were before they started working with you and where they are today.

Pay attention to what they tell you when you meet with them. There’s often gold in these off-the-cuff comments.

Record your online work sessions, then feed the transcripts into ChatGPT / Claude / Gemini. Ask your AI tool of choice to pull the themes that run through them and the phrases that come up most often.

Ask your close founder friends.

This helps with the “inside the jar” block. Often other founders see us and the impact of our work more clearly than we do. I’ve had this happen in my circle, and I’ve seen lightbulbs of recognition go off in the process.

I say “recognition” because the knowledge was always there inside, but the person couldn’t articulate it for themselves. Your mutually supportive founder friends are gold.

Become more accurate about the value you already create.

This is how you stand out. This is how you attract the right clients. This is how you scale your business with less effort.

📢 Here’s what’s coming up on Substack Live.

It’s time to mark your calendars once again:

I hope you’ll join us.

Until next time.

Katherine

#ICYMI

Lindsay is an author, speaker, and mentor here to help you step into your full power as a creative and as a leader. Through keynotes, coaching, and retreats, she helps you bridge the gap between where you are and where you’re called to be. Whether your leap looks like writing a book, shifting careers, or finally choosing the life you know you’re here for, this journey will expand you in ways you can’t yet imagine.

What we dove into:

I met Lindsay in a beautifully serendipitous way and I share this story at the start of our conversation. And yes, it was bound up in the topic of creativity (and this Substack). While the “main course” is a discussion was “The Anti-Marriage Pact,” Lindsay generously shared her wisdom about having the courage to follow your own path.

• How Lindsay came to writing.

• Her novels and book of poetry.

• On getting 200 rejections and sticking with her writing.

• Lindsay’s (thoughtful) leap from Goldman Sachs to building a business being a creative spark for others.

• Creative channeling and conscious co-creation.

• How the idea for “The Anti-Marriage Pact” came to her.

• Sticking to what she knew was right for her main character EJ in “The Anti-Marriage Pact” and why she took a stand.

• TEDx talks (sometimes things can be easy)

• Helping women reconnect with their creativity.

If you’re feeling blocked or are creatively curious, this is for you.

Watch our conversation above or catch the episode on Spotify.

Pre-order the book (released on June 2nd): “The Anti-Marriage Pact”

And follow Linsday here: Website | Instagram | LinkedIn | Substack

Until next time.

Katherine

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Katerina Simonova-Liggio is a Strategic Growth Partner and Fractional CMO for founder-led DTC brands. Through her consultancy, No Matter, she helps brands navigate growth, positioning, and complexity with what she calls “strategy with soul” — a blend of insight, instinct, discernment, and data-informed thinking. With 15+ years spanning brand-side, agency, editorial, and founder roles, Kat specializes in helping businesses build from the inside out, creating marketing ecosystems that feel both effective and deeply human. Her work sits at the intersection of brand strategy, storytelling, lifecycle marketing, and the evolving role of AI in modern business and creativity.

What we discussed:

Kat and I have known each other for many years now and have both evolved our businesses in that time. We discussed what we both believe is the way to grow brands and businesses so they’re true to the founders, creating the products and services that could have only come from them.

• Brand strategy with soul — why this topic and why now?

• The brands that stand out aren't built on better tactics; they're built on deeper self-knowledge.

• The importance of knowing the “why” of your brand (or business).

• The Brand Archetype approach.

• The Five Pillars.

• How and why you need to learn to listen to what your body is telling you.

There are so many takeaways from our conversation that you can immediately apply in your business.

Watch our conversation above or catch the episode on Spotify.

Uncover your Brand Archetype: Get the exercise here.

Connect with Kat: Website | LinkedIn | Instagram

Until next time.

Katherine

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Laura L. Rubin is the founder of AllSwell Creative, a mindful writing company devoted to cultivating self-awareness and creativity through journaling. A leading voice in the modern mindfulness movement, Rubin has been featured in The New York Times, The Washington Post, Vogue, and Forbes for her work connecting the simple act of writing with the science of emotional wellbeing.

Rubin is also the founder of EndsWell, a nonprofit initiative that pairs trained journaling facilitators with underserved communities, using the written word as a tool for healing, self-expression, and resilience. She lives in Sag Harbor, New York.

Here are some of the highlights from our talk:

• Why journaling is having a moment (and why it’s so necessary)

• Accessing your own innate wisdom

• Why dopamine is running your life and how to take back control

• The power of awe, appreciation, and the Like list

• Laura’s 4x4x4 Method to help you get started with journaling

• How “The Big Unlock” came into the world

• Why businesses are getting turned on to journaling

• Laura’s new nonprofit - EndsWell

• The reality behind Laura’s shift from PR agency CEO to AllSwell founder and author

And so much more. Definitely watch the video or catch the podcast episode on Spotify.

Buy the book: “The Big Unlock: Liberate Your Creativity Through Mindful Journaling”

And follow Laura and AllSwell here:

AllSwell Creative | Instagram | LinkedIn | Substack

Make sure to sign up for AllSwell emails when you visit the site.

Until next time,

Katherine

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Ruchi Pinniger is a former Wall Street hedge fund CFO turned international speaker, venture capital investor, and Founder and CEO of Watch Her Prosper, a financial mentorship and consulting firm for women-led service-based businesses. With nearly two decades of corporate finance experience, she blends practical strategy with a holistic approach, offering financial guidance, bookkeeping, tax readiness, and prosperity mindset coaching. Ruchi has helped thousands of entrepreneurs transform their relationship with money, release guilt, and align personal and business goals. A recognized industry leader, she speaks globally and serves on nonprofit boards while living in New York City with her family.

Here’s what we covered:

• Ruchi’s backstory and why she launched Watch Your Prosper

• The lessons she learned from launching her own business

• The Three Pillars of Redefining Prosperity™ Framework: Well-being, spirituality, healthy relationships with people, and money

• Ruchi’s RIR Method™ for addressing negative thought patterns

• The most common challenge she sees in founder-led businesses: “I’m profitable, why do I feel broke?”

• Revenue reality: Why focusing on revenue alone is insufficient

• What does your prosperous life look like?

This was such a rich (pardon the pun) and fun conversation. Watch (or listen to!) it above.

Follow Ruchi on Instagram and connect with her on LinkedIn.

Learn more about Ruchi’s upcoming Redefining Prosperity™ Workshop here where you can use the code FOUNDERSPROSPER for $100 off your investment.

Until next time.

Katherine

Join me for my next live video in the app.

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On wanting to clone myself.

It happens pretty much every time.

I’m invited to attend something or I hear about an IRL or online event via a friend, a fellow female founder, or some form of digital media (email, social) on a particular day and time, and I decide I’m going. Then that process repeats itself. So that inevitably there are two to three places I want to be (virtually or in person) at exactly the same time on the same day.

The latest… I host a monthly gathering for female founders in Manhattan the last Tuesday of the month. For April that means Tuesday the 28th. Needless to say, I need to be at my own event.

Late last week I learned that Restauranteur and Author Will Guidara would be doing a live, in-person event at Barnes & Noble Union Square to talk about and sign his new book “Unreasonable Hospitality: The Field Guide.”

I loved “Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect.” So much so that I considered attending his second annual The Summit gathering in Nashville, before ultimately deciding against it. So when I saw that he was going to be in New York, I knew I wanted to be there. Until I saw the date and time. Which is, of course, at the same time as my monthly founder salon.

Hence my wanting to clone myself.

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Prioritizing IRL events.

One of the shifts I made going into 2026 was to prioritize IRL events over virtual group meetups. I still attend webinars on topics I want to learn more about and those held by founder friends I want to support. But when it comes to networking, I’m focusing on those spaces where I can meet people in the flesh.

And I’ve shifted my language to accompany this change. I’m no longer “networking,” I’m “connecting.” I changed the title of my Google Tracking Sheet and my associated Gmail folder to reflect that.

And you know what? It feels better. I really don’t like networking but I do love connecting. So that’s what I do now.

When you connect, especially in-person, conversations stick, you associate people with their ideas, you get ideas for ways to help and connect beyond event. For me, this is the basis of good business and new opportunities.

Planting seeds.

Growth isn’t linear.

You can put in a ton of work meeting new people, following up, reaching out, pitching, marketing yourself in a certain way, essentially “doing all the things,” and the results may not be immediately visible.

This is where I see founders get frustrated and want to give up or do something else… now. Note, I struggle with this right along with you.

That’s when I ask:

• Is it really not working?

• Are you really doing everything you can, consistently?

• Have you given it enough time to get the result you’re looking for?

The reality is you can’t predict when and how the seeds you plant today will bloom. You need to plant them anyway. You need to do the work anyway.

Because there’s growth happening underground. And when things do start working, it can happen quickly. You need to be ready.

I came across this Instagram Reel last week. It touches on so many of these points in terms of the creative process. And to be clear, I consider building a business to be a creative process.

“Resting time is making time.” Amen to that.

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Here’s what’s coming up on Substack Live.

I hope you’ll join us.

And a few pre-postscript p.s.’s.

1. Did you know that can listen to my Substack Live conversations in audio mode?

   1. Here’s the link to the show on Spotify

   2. You’ll find it in Apple Podcasts (I’m having trouble finding it, but a friend showed me it in the queue in her Apple Podcasts app, and I can see the podcast download in my stats, so I know it’s there)

   3. In the Substack App, just click on the headset icon for audio-only mode

2. If you’re in the New York area and you’re not yet on the invite list for my monthly Business/Women Salon, just reply to let me know you’d like to be added. I chose a spot near Union Square that’s central for those coming Brooklyn, Downtown and Uptown Manhattan, and New Jersey. I’ll send you the details for April.

3. If you’re interested in Will Guidara’s unreasonable hospitality philosophy, he has a bi-weekly newsletter called Pre-Meal. The latest issue tells the story of a gas station that has a popcorn stand installed between the pumps. Simple, yet oh so powerful.

4. One other language adjustment I made late last year was (in most cases) replacing “but” with “and” (see exception above). As in, “The call went well AND next time let’s make sure to move more quickly to the business topics so we get through the agenda.” Normally it would have been a “but,” and now it’s an “and.” It sets up just about any statement you make to be more positively received by the listener. One client told me she’s using it now in her business and with her partner. #gamechanger

Until next time.

Katherine

#ICYMI

Allison is a Certified Hypnotherapist, Human Design Guide, and Change Catalyst helping ambitious seekers shift from the inside out. Her work blends subconscious re-patterning, Human Design, and intuitive guidance for real, long lasting change. Since 2008, she’s guided clients through career pivots, relationship patterns, health challenges, and identity shifts–so they can reclaim their truth and live in alignment with their natural rhythm and design. She offers both 1:1 work and group mentorship, and teaches workshops on both coasts, including NYC, SF, and LA.

Here’s what we covered:

• Her path to hypnotherapy and how she practices it with clients

• What Human Design is

• The BodyGraph

• The five Types, how they operate, and their associated Strategies (including mine and Allison’s)

• How to tailor your approach to your business so it’s aligned with your Human Design

• Bringing Human Design to your relationships (business and personal)

Definitely check it out up top.

And follow Allison on Instagram, and visit her website where you can use code KD10 for 10% off all of her Human Design offerings.

Until next time.

Katherine

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If you’re not yet in the know, Etalon is a wellness brand reimagining posture as a pathway to alignment - physically, mentally, and emotionally. With a background in engineering and years as a yoga and Pilates teacher, Kristina has brought together science, movement, and intuition to create products that support women in feeling stronger, more present, and more connected to themselves. Her work is rooted in a simple idea: when you change how you carry your body, you change how you move through your life.

Kristina and I had a wide-ranging conversation during which we touched on:

• Kristina’s founder’s journey

• How her relationship with her body led her down the path to Etalon

• What alignment means to Kristina (think more than just the body)

• Reinventing herself, going from employee to founder

• Defining success on her own terms (in spite of the pressure of living next door to Silicon Valley)

• The importance of being close to your customer

• Connecting the dots

Etalon is on a mission:

I hope you’ll watch the entire conversation above.

Then follow Etalon and Kristina on Instagram, and visit their website where you can use code KATHERINEDANESI for 15% off your first order.

Until next time.

Katherine

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After Noon Foods makes dried dressing blends you mix with oil and vinegar to create fresh, homemade dressing in minutes. Made with real herbs and spices, the brand is built for busy home cooks who care about flavor, quality and convenience. After Noon Foods brings a modern, better-for-you update to a familiar pantry staple.

In our conversation, we discussed:

• Their origin story — why this product and why them.

• When they launched the business and what the early days were like.

• The many learnings they’ve had since then (think initial product order, marketing, packaging, and more).

• The importance of testing.

• What Expo West is and what it’s like to attend.

• What the SKU Accelerator is and why they applied even though they didn’t fit the usual profile of startups accepted.

• Their advice for other women wanting to launch their own brands.

• What’s next for After Noon Foods.

Everything they shared was gold.

Check out the entire conversation above and don’t forget to get in on what Erica and Kelly are up to with After Noon Foods on Instagram and their website, where you can use code HOMEMADE25 for 25% off your first order.

Until next time.

Katherine

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This is a quick note to let you know that the first Substack Live has been moved from Wednesday, 4.1 to Friday 4.3 and will now take place at 12:00 noon EDT.

Connecting With Food - After Noon Foods founders Kelly Duerr & Erica Gendell

You’ll receive an email just prior to when it starts.

And if you’re new to Sub…

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What really happened.

Back in January, I shared that this newsletter was going on hiatus for the first quarter. My reason for the break… “Nothing dramatic. Just an honest break to focus on different strategies, tactics, and activities.”

The truth is I ran out of steam and I ran out of ideas. The thought of writing it each week began to feel like a slog. I was no longer eager to share what I was seeing in the businesses I was working with (and in my own).

Out of nowhere it hit me that I needed to just stop, and it was like, “Of course.” As soon as I admitted that to myself, I felt so much better (yes, I felt lighter). I knew I really wanted to leave this behind for a while. So I did.

It wasn’t easy and I still knew it was the right thing to do. So, I share this:

Thank you “gentle readers” who told me that they’d miss the newsletter landing in their inbox on Wednesday morning. It made me feel a bit bad and also it helped me to know that when I’m doing something for the love of it, it works.

And I was no longer doing it for the love of it.

Aries season as the start of my personal New Year.

I knew on December 31st that the traditional New Year was a non-event in my life. I could feel it. So much so that it didn’t even register.

In those first days of 2026, I decided to honor the astrological new year which is the start of Aries season. That meant giving myself the grace to not force anything (or worry!) until March 20th. It turns out that was a gift.

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The fallow period.

My Human Design Type is a Generator. That means I work best (in business and life) by following what lights me up, by being energized and excited about an idea and what I’m doing.

When December hit, nothing was lighting me up or getting me excited. This continued into the traditional start of the New Year. My creative well was dry. And most of the places I’d been showing up online (platforms and networking groups) no longer felt good when looked at under the lens of real outcomes (emotional and otherwise).

If I was to truly lean into my design, it would mean doing nothing (client work aside). I quickly learned it’s really, really difficult to do nothing. And there was this — it’s so easy to think that doing something (anything) is better than doing nothing.

But that’s not always the case. Forcing myself to do nothing rather than do things that didn’t feel right or were not generating a desired result was not easy. Yet I came to see that, over time, by not giving into the temptation, I was gradually opening up some space for other things to come in.

A first green shoot emerging out of the soil.

In late February, looking for something that might help, I joined a creative salon hosted by author and creativity coach . It was a tea held at a Soho hotel on a Friday afternoon and it was an intimate group. I’d not met Lindsay before. She was warm and welcoming and clearly a pro at these types of gatherings.

She started by having each of us introduce ourselves and what we did, and share what had us inspired and excited at the moment. Note that at this point, I was still in full “fallow mode.”

There were five women ahead of me. As I listened to each of them share what has them jazzed at the moment (so many interesting things!), all I could think was, “F*ck. What am I going to say when it’s my turn?” Really, f*ck. What could I make up, even though it wasn’t my lived experience, to satisfy the group so they would move on to the next lovely human.

Then I decided not to go that route, not to let myself of the hook. I decided to tell the truth. I simply said, “Nothing. Nothing has me inspired or excited at the moment.”

As I said, Lindsay is a pro. The rest of the group just looked at me, not sure what to say, but Lindsay had exactly the right response. She said, she’s been there, and it’s a really tough place to be. And she appreciated that I shared that with the group and had the courage to hang out in that uncomfortable liminal space. That was exactly what I needed to hear.

We moved on to brainstorming an idea another female founder had for a new Substack and then (my courage up now) discussing how I could extend my monthly Business/Women Salon meetups to longer, more intensive gatherings on a quarterly basis. I left Lindsay’s afternoon tea slightly uplifted and moved on to see some art at a few galleries on Broadway south of Canal.

Whether I realized it or not at the time, the seeds had begun to sprout in the compost of what I had let die away. A week or so later, I knew exactly what I wanted my Substack to be in its next iteration. I was excited by the idea, like tingly in my body excited, in a way I’d not been in a very long time.

What to expect here going forward.

Each month, I’ll be writing one long form piece like those you’ve come to expect, with business advice and guidance. Note(!) I’m always open to answering burning questions you have about your business in an upcoming newsletter. Just hit reply with your question(s) and I’ll confirm receipt.

The rest of the month, I’ll host two to three Substack Live conversations with other female founders. These are women who are expert at what they do. They’ll share their knowledge, wisdom, and expertise and, in some cases, their learnings as they’ve grown and evolved their businesses.

No two will bill exactly alike. But I can promise you they’ll be interesting and you’ll have at least one nugget to use in your business (and life). Choose which of them resonate and meet you where you’re at.

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The Substack Live schedule.

Here’s what’s coming up, so mark your calendars! April starts off with some real Aries energy… there are four Lives on the schedule.

To kick things off on April 1st (no April Fooling here), we have the founders of After Noon Foods. If you have an idea for a healthy food you want to bring into the world, this is for you or you’re just curious about what it takes, this is for you.

April

April 1 - 11 am EDT — Connecting With Food - After Noon Foods founders Kelly Duerr & Erica Gendell

April 9 - 2 pm EDT — Getting Aligned with Etalon founder Kristina Rudzinskaya

April 15 - 1 pm EDT — Let’s Talk Human Design with

April 29- 1 pm EDT — Redefining Prosperity for Female Founders with Watch Her Prosper founder Ruchi Pinniger

May (so far)

May 6 - 11 am EDT — “The Big Unlock: Liberate Your Creativity Through Mindful Journaling” with author, creative coach, and AllSwell Creative foudner

May 19 - 1 pm EDT — “The Anti-Marriage Pact,” Creative Channeling, and Overcoming the Starving Artist Narrative with writer and creativity coach

I hope you’ll join us.

On alignment.

My Substack Live guest on April 9th is Etalon Posture Bra founder Kristina Rudzinskaya. I was introduced to the brand at the end of 2025 and have been wearing my Etalon bra pretty much daily since then.

That consistency has made all the difference. My posture has noteicably improved. I now carry myself differently in my body, and I even walk differently (yes, more aligned) which is, frankly, awesome.

What I've found fascinating is the body really knows how it wants to be once you've shown it what correct posture is. Even when I'm not wearing it, my body auto-corrects if I happen to be hunched over my laptop.

Recently, the Etalon team interviewed me about creating meaningful connections, practicing discernment, learning when to say, “no,” and alignment in business and the body.

E: What does “living in alignment” mean for you right now — in your work, your relationships, and the communities you choose to invest in?

K: For me, living in alignment means showing up in the most present and truest way possible, no matter the circumstance or the setting. It means creating and holding respectful boundaries and exercising the right to say “no” when something feels out of alignment…

Read the full interview here: Strategy Meets Self-Knowledge With Katherine Danesi.

And if you know your body is whispering to you for better alignment, use code KATHERINE DANESI at checkout for 15% off your first order.

A new chapter.

Thanks for hanging around while I figured this out. I am truly grateful.

Until next time.

Katherine

#ICYMI

A New Year update.

First off, Happy New Year! 🎆

I hope you enjoyed a real break from your business and spent engaged time with those who matter most to you. I mean really, it’s why we do what we do, right?

After much thought (and more than one gut check), I’ve decided to spend my time a bit differently as we move into 2026. And part of this shift in my business is putting this newsletter on hiatus for the first quarter (possibly a bit longer).

Nothing dramatic. Just an honest break to focus on different strategies, tactics, and activities.

If you’re a paid subscriber, no worries. I’ve already paused paid subscriptions, so no action is needed on your end.

While I’m on pause, I’ve unlocked a good portion of my Substack archive so you can explore past posts by topic whenever it’s useful.

👉 Business/Women Archive

Just click on the magnifying glass on the top-right of the list of articles to search for an answer to your question.

There’s a lot there on pricing, structure, scaling, and running a business that actually moves the needle and makes sure your business works for your life.

I hope you find it helpful.

Ways to work with me in 2026.

If you’re thinking, “I could actually use help with my business this year,” or you know someone who could, here’s how I’m working with clients right now:

• Strategic Advisory Sprints
  Short, focused engagements for founders who want clarity, structure, and a real growth plan… fast. We look at the whole business (offers, pricing, capacity, finances, team) and map the right next moves for you to take in the right order to get you unstuck and taking thoughtful (and exciting!) action.

• Business Model Redesign
  A focused reset for when what used to work… doesn’t anymore and scaling beyond where you’re at seems impossible. We rebuild the foundation — your offers, pricing, positioning, delivery, capacity, and team — so the business actually supports the revenue you want and the life you’re trying to live.

• Ongoing Strategic Advisory
  For founders who don’t need another coach cheering from the sidelines, but do want a trusted, senior thinking and accountability partner as they implement, make decisions, and scale their business.

This work is best suited for established service-based businesses that are doing well, but feel stuck, stretched, and unable to generate meaningful, sustainable growth (aka they can’t get to “the next level”).

You can learn more here:

→ Website
→ Services
→ About

If this email has been forwarded to you, you’re likely in the right place.

TL';DR.

I work with established service-based founders through Strategic Advisory Sprints, Business Model Redesigns, and ongoing Strategic Advisory. This is for businesses that are doing well but feel stuck, stretched, or more complicated than they need to be in order to grow. Details here.

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In gratitude.

Mostly, I want to say thank you. For reading. For replying. For spending your time here. I don’t take that lightly.

I’ll be back. Just giving things a little breathing room for now.

Thanks for being here… until next time.

Katherine

#ICYMI

We’re closing out 2025. Looking back, there were 70 posts published here, and frankly, not keeping count as the weeks went by I was surprised. I thought I’d share the best of this crop of pears (opens, reach, comments, likes, shares) to use as part of your year-end business review and planning for 2026. They’re listed in…

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