Helping Therapists

Build Dream Careers

You shouldn't have to learn everything the hard way.

Reformed corporate sellout. Anti-beige activist. Abuela's favorite. Will talk you into buying the shoes and out of "being more professional."

ABOUT ABOUT ABOUT ABOUT

Marguerite Diaz

I grew up in Guadalajara watching my grandmother run her little mercado like a one-woman circus — loud, colorful, personal, and impossible to ignore. People went to shop, but they really came to see her. That was my first experience with "branding."

By my twenties, I'd traded the mercado for Manhattan and was writing brand strategy for companies with eight-figure budgets and zero personality. And I was damn good at it.

But somewhere between the corporate style guides and the stakeholder decks, I noticed the brands that moved people weren't the biggest ones.

They were the weird ones. The specific ones. The kind with a voice. The ones that knew exactly who they were and refused to apologize for it.

The most important lessons of my career didn't come from a textbook, a lecture, or a licensing exam.

How a frustrated therapist started telling the truth online

Note: If you prefer a more simple about page, that option is here.

The big brands had all the money. The small brands had all the soul. And no one was handing the second group a big enough microphone. [Enter me, stage left]

Since then I’ve helped 200+ founders stop shrinking themselves to fit some idea of what a "real brand" looks like — and start showing up in their weirdest, most creative form. (And in the process, often 10x their revenue.)

So I left the agency world with a new obsession: what if small brands stopped shrinking themselves to seem "professional?" The thing they thought was their weakness — too human, too niche, too 'unscalable' — was the thing I knew to be their strength.

A one-woman soap company in Santa Fe was my first real client. She wanted to clean up her brand to sound more "legit." I talked her out of it. She sold out in 48 hours. And I was all in.

On my way to report someone for using the word "authentic" unironically.

Because you don’t want a brand that looks good in a deck and disappears in a feed.

Let's Get Started

You want one people remember. Spend their $$$ with. Obsess over. Tell their friends about.I'm the strategist who’ll help you get your brand’s voice back, then add just enough spice to make it impossible to forget.

Street tacos from places with zero Yelp reviews, Writing copy that makes people say “Damn” out loud, Giving unsolicited advice, The color orange, Salsa (both dance and food), Fiction with spicy female main characters*

*Ask me for the list and do not judge.

Stock photos of women laughing at salad, Third person about pages, Sour mix margaritas*, People who won’t give their f—ing opinion, Beige in all forms, Doing what’s been done before, Asking permission...

*Want my famous Margarita recipe?

Where I Stand on the Important Things

Coffee

Matcha

Beach

Mountains

Early Bird

Night Owl

Popcorn

Chocolate

Salted Rim

Tajin Rim

Substack

Tik Tok

The House Blend

“I wouldn't trust Marguerite to keep my plants alive, but I'd let her run my company.”

Take it from Them

— My brother Antonio

At a Glance

In My Spare Time

Starting a new book before I've finished the last one, hosting taco night, salsa dancing, ordering for the table. Fun fact: I'm annoyingly good at pickleball.

An Ideal Evening Looks Like

5:00pm reservation, bottomless chips in salsa, home by 8, Korean facemask and reading in bed or a needlepoint project Asleep by 10. Bury me in my bedsheets.

Unpopular Opinion(s)

Brunch is a scam. Working from home is overrated. Participation in the group text should be mandatory. Charcuterie boards have the best PR in the business.

Travel hacking, the best taco spots in any major city, why I'm rewatching Schitt's Creek again, and how it feels to quit your $$$ job with zero plans.