Nine years ago, I set out to build something smart and soulful, a place where meaningful work could thrive alongside people I adore.
I didn’t know what it would look like (or whether it would even work), but I knew the kind of life I wanted: one where I wasn’t constantly trading time with my family for work, one where I could choose the people I spent my days with, and one where our client relationships were rooted in trust, not transactions.
What’s unfolded since has been bigger and more beautiful than I ever could have planned, and also more humbling. I’ve watched incredible Amp-ers grow, not just in their talent, but in their confidence. I’ve learned when to lead and when to listen, found myself in rooms I never expected, carrying weight I never predicted.
I hope Amp is a reflection of my belief that work can be both powerful and human, that growth is worth pausing for, that alignment matters as much as results, and creating something real, with people you trust, is the most meaningful kind of success there is.
To celebrate nine years, here are nine things I’ve learned (and am still learning) through this journey:
1. People Over Everything
No campaign, pitch, or press kit matters more than the people behind it. At Amp, we prioritize people: our team, our clients, our audiences, and the communities we’re trying to reach. It’s the relationships that carry the work, not the other way around.
2. Clarity Beats Clever
There’s a difference between being creative and being clear. I’ve learned the most effective strategies are those rooted clearly and with a deep purpose. Don’t bury the lead. Say the thing. Clarity creates confidence, inside and outside the room.
3. You Can't Outsource Culture
Culture isn’t a slogan and, as they say, “Culture eats strategy for breakfast.” It’s not a retreat or a brand-values poster that hangs in the office. It’s the check-in text when someone’s having a hard week, it’s laughing during a late-night deadline, it’s how we handle mistakes. At the heart of everything, I want Amp to be a place where people belong, allowing them to become even more of who they are.
4. Strategy Is a Living Thing
The best plans evolve. The market shifts. Teams shift. What worked six months ago might not work now, but the point of strategy isn’t to get it perfect on paper. We like to say strategy breathes; it doesn’t live on a shelf to collect dust. It’s there to give us direction while leaving room for change when needed.
5. Be the Guide, Not the Star
One of the best things we can do is help our clients find their voice, then get out of the way. We’re not here to be the loudest in the room. We’re here to shine a light on our clients’ vision, their brand, and their wins. That’s where the magic happens.
6. Boundaries Fuel Brilliance
I used to think saying yes all the time was the key to growth. It turns out that saying no with intention is what allows us to do our best work. Protecting our team’s energy and designing workflows with expectations that support sustainability is where quality thrives.
7. Creativity Needs Structure
Deadlines and feedback loops are not the enemy of creatives! Creativity can only thrive when it has a container. Our best work comes from a clear process and shared goals, with the space to experiment within that framework.
8. Honor the Process
We don’t just celebrate polished outcomes; we celebrate the effort, the experiments, the pilots, and everything we learned (successes and failures) along the way. Growth at all stages should be seen and felt.
9. You Attract What You Put Out
I’ve learned to lean into what feels aligned. When we show up with energy, heart, intention, and passion, the right projects find you. You don’t need to chase what isn’t meant for you. Do the work you believe in, and more of it will come.
*Pictured above, year nine and day one
