READ SPEAR INDEPENDENT OPERATOR + ADVISOR OAXACA / MX
SPECIALTY: MAKING COMPLICATED PROBLEMS EASIER TO SEE

I DESCRIBECOMPLICATEDBUSINESSES.

ACCURATELY ENOUGH TO SEE
WHAT NEEDS FIXING.

BRANDPRODUCTSYSTEMSDIGITAL
START WITH THE REQUEST ↓
QUICK DIAGNOSTIC

HOW CAN I HELP?

CHOOSE WHAT BROUGHT YOU HERE.

YOU SAY“WE NEED A NEW WEBSITE.”
I’M ALSO LOOKING AT
  • THE OFFER
  • POSITIONING
  • PRODUCT HIERARCHY
  • DECISION JOURNEY
  • OPERATIONS

A NEW WEBSITE CANNOT REPAIR A BUSINESS WHOSE PARTS TELL DIFFERENT STORIES.

YOU SAY“THE BRAND ISN’T LANDING.”
I’M ALSO LOOKING AT
  • WHO IT IS FOR
  • WHY IT EXISTS
  • MARKET CONTRAST
  • PRODUCT TRUTH
  • INTERNAL ALIGNMENT

DISTINCTION IS A BUSINESS DECISION BEFORE IT IS A DESIGN DECISION.

YOU SAY“WE HAVE A PRODUCT IDEA.”
I’M ALSO LOOKING AT
  • THE ACTUAL CUSTOMER
  • PRODUCTION
  • COMPLIANCE
  • MARGIN
  • ROUTE TO MARKET

A GOOD CONCEPT STILL HAS TO SURVIVE PRODUCTION, REGULATION, AND A SHELF.

YOU SAY“WE NEED TO GET THIS OUT.”
I’M ALSO LOOKING AT
  • SEQUENCE
  • DEPENDENCIES
  • CLAIMS
  • CHANNEL
  • WHAT CAN WAIT

MOST LAUNCH PROBLEMS BEGIN MONTHS BEFORE ANYONE CALLS THEM LAUNCH PROBLEMS.

METHOD

IT’S HARD TO SEE THE MACHINE WHEN YOU’RE KNEE-DEEP IN THE GEARS.

NO. I DO NOT ARRIVE WITH A PROCESS THAT ASSUMES THE ANSWER.

YES. I CAN WORK ACROSS THE GAPS BETWEEN THE PEOPLE YOU ALREADY HIRED.

ALSO YES. I WILL TELL YOU WHEN THE WEBSITE IS NOT THE PROBLEM.

WORKING RECORD

SELECTED CASES

CLIENT DELIBERATIONS STAY PRIVATE.
ROLES AND PUBLIC RESULTS DO NOT.

FOUNDER-LEDSPIRITS / IMPORTING / BRANDLIVE ↗

TSO’OK RUM

OAXACAN MOUNTAIN RUM

Cloud forest in the Sierra Mixe mountains of Oaxaca
SIERRA MIXE / OAXACA / SOURCE REGION
CONTEXT
REMARKABLE CANE SPIRIT. REMOTE PRODUCERS. NO ESTABLISHED PATH TO THE U.S. MARKET.
ROLE
DISCOVERY / PRODUCER RELATIONSHIPS / PRODUCT / BRAND / IMPORTING / ROUTE TO MARKET / DIGITAL
PUBLIC RESULT
VINEPAIR TOP 50 SPIRITS OF 2023.
CLIENTCANNABIS / CPG / DIGITALLIVE ↗

SUMMIT
MADE

COLORADO CANNABIS

Cannabis plants growing at the Summit Made facility
COLORADO / CULTIVATION FACILITY
CONTEXT
ESTABLISHED OPERATOR PREPARING ITS BRAND AND PRODUCT PORTFOLIO FOR A MORE COMPETITIVE MARKET.
ROLE
POSITIONING / PRODUCT NAMING + ARCHITECTURE / COPY / CREATIVE DIRECTION / DIGITAL
PUBLIC WORK
A CLEARER PLATFORM AROUND PURITY, PROVENANCE, AND PRODUCTS MADE FOR THE LIFE AROUND THEM.
CLIENTAG-TECH / COMMERCIAL STORYLIVE ↗

DAGDA
AGMIX

AUTOMATED CULTIVATION SYSTEM

DAGDA AgMix automated cultivation mixing system
HARDWARE / SOFTWARE / OPERATIONS
CONTEXT
SOPHISTICATED TECHNICAL CAPABILITY. COMMERCIAL VALUE NEEDED TO BECOME IMMEDIATELY LEGIBLE.
ROLE
POSITIONING / INFORMATION ARCHITECTURE / ECONOMIC TOOLS / CUSTOMER STORY / COPY / DIGITAL
PUBLIC WORK
A SALES EXPERIENCE ORGANIZED AROUND REPEATABILITY, CONFIDENCE, AND MEASURABLE RETURN.
CLIENTHOSPITALITY / PLACELIVE ↗

TOBACCO
RIVER
RANCH

EUREKA / MONTANA

Landscape at Tobacco River Ranch in Montana
450 ACRES / 2 MILES OF RIVER / 6 STAYS
CONTEXT
SIX UNUSUAL ACCOMMODATIONS ENCOUNTERED MAINLY AS INDIVIDUAL RENTAL LISTINGS.
ROLE
DESTINATION POSITIONING / EXPERIENCE ARCHITECTURE / COPY / BOOKING JOURNEY / DIGITAL
PUBLIC WORK
ONE HOSPITALITY STORY GROUNDED IN RIVER, PRIVACY, DARK SKIES, AND WHOLE-RANCH GATHERINGS.
CLIENTCANNABIS / OPERATIONS / SERVICESLIVE ↗

CAMARADERIE
GROUP

OPERATOR-LED CANNABIS SERVICES

Cultivation facility canopy, lighting, ventilation, and environmental controls
OPERATIONS / FACILITIES / PRODUCTION
CONTEXT
DEEP OPERATING EXPERIENCE SPREAD ACROSS SERVICES, PRODUCTS, PEOPLE, AND PROOF.
ROLE
POSITIONING / OFFER ARCHITECTURE / INFORMATION ARCHITECTURE / COPY / CREATIVE DIRECTION / DIGITAL
PUBLIC WORK
A SERVICE PLATFORM THAT MAKES THE TEAM’S PRACTICAL EXPERTISE, DIFFERENCE, AND VALUE EASIER TO UNDERSTAND.
CLIENTHOME FRAGRANCE / CPG / ECOMMERCELIVE ↗

SACRED
WILD
GOODS

INTENTION CANDLES / MONTANA

Sacred Wild Goods intention candles arranged with dried botanicals
SCENT / INTENTION / RITUAL GOODS
CONTEXT
AN ESTABLISHED MAKER WITH A DEEP CATALOG AND A DISTINCTIVE WORLD THAT NEEDED A CLEARER WAY TO SHOP.
ROLE
ECOMMERCE STRATEGY / INFORMATION ARCHITECTURE / COPY / CREATIVE DIRECTION / SHOPIFY
PUBLIC WORK
A MORE LEGIBLE STOREFRONT ORGANIZED AROUND SCENT, INTENTION, AND THE FEELING OF A ROOM.
BUILT FROM THE INSIDE

NOT JUST
THE WRAPPER.

PRODUCTS DEVELOPED, SOURCED, SHAPED, LAUNCHED, AND CARRIED INTO THE MARKET.

CUENTACUENTOS

LEGACY AGAVE SPIRITS

TIPO BUENO

MEZCAL FOR THE ROUND

EL BARRO

MEZCAL DE LA CASA

TSO’OK

OAXACAN MOUNTAIN RUM
OPERATING HISTORY

MY HISTORY IS COMPLICATED BUSINESSES.

WHOLE HEALTH DISCOUNT CENTER

SEVEN YEARS RUNNING AN EARLY ONLINE DIETARY-SUPPLEMENT STORE / MILLIONS OF CONSUMER PRODUCTS SOLD / PRODUCT RESEARCH / COPY / COMPLIANCE / DATA / FULFILLMENT / OPERATIONS / ACQUISITION

CANNABIS

OWNERSHIP / CULTIVATION / PRODUCTS / LICENSING / BOOKS / SPECIAL PROJECTS

SPIRITS

PRODUCERS / PRODUCT DEVELOPMENT / IMPORTING / DISTRIBUTION / FUNDRAISING / MARKET

EVERYTHING BETWEEN DEPARTMENTS

HOSPITALITY / AG-TECH / SYSTEMS / POSITIONING / DIGITAL / GETTING IT DONE

IN PUBLIC

SOME OF IT IS ON THE RECORD.

WRITING + APPEARANCES →
BOOK

MARIJUANA CULTIVATION RECONSIDERED

AMAZON ↗ BY READ

THE GOOD, THE BAD, AND THE FUNKY

MEZCALISTAS ↗ FEATURE

FOLLOWING MEZCAL’S FOOTSTEPS, MEXICAN RUM IS ON THE RISE

PUNCH ↗
START HEREAVAILABLE FOR SELECT ENGAGEMENTS

BRING ME THE
COMPLICATED PROBLEM.

IF THE INDIVIDUAL DECISIONS ALL SEEM REASONABLE BUT THE WHOLE STILL ISN’T WORKING, AN OUTSIDE VIEW MAY HELP.

Read Spear speaking in the doorway of a rural production site in Oaxaca
READ SPEAR / OAXACA
START A CONVERSATION ↗
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