Danielle McDougald spent years running The Virtual Helping Hand without telling her own social media followers it existed. Her personal page was pictures of flowers. Her business stayed tucked in the background, growing through word of mouth while she quietly avoided mentioning it at all. Then in 2023, something clicked. Here’s what changed, and the social media strategy she now teaches her own clients.
Stephanie Ohannesian went four years without a day off producing events for NBC Universal, until her body froze and she ended up in the ER. The doctors told her to change her life or expect a heart attack.
Caroline Benefield wanted to be an author her whole life. She wrote a cozy fantasy series, won best manuscript at a writing conference, and had agents and indie presses asking for full drafts. By most measures she made it. Then she decided that wasn’t the thing she wanted to build her career on, and that decision is the part of her story I keep thinking about.
Sarah Mariano did not stumble into entrepreneurship. She designed her business around the life she wanted, built The Stretch Therapists into a global certification company from her laptop while traveling with her fiance, and then had to make one of the hardest calls a founder can make: stop being the face of the thing she built.
This week on Behind the Brand, I sat down with Dan Keller. Dan runs George J. Keller and Sons, a third-generation family-owned roofing company right here in Flanders, NJ. He came back to the family business in 2006 after five years at Chubb Insurance, bought out his father’s side in 2009, and has owned it with his wife Heather since 2015.
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