You may have already seen this photo of me.
It's kind of plastered everywhere. But here's the truth: the fedora is my son's. It's about two sizes too small for my head. The selfie was taken through a window, using whatever natural light was coming through that day. I just felt like dressing up and taking a few selfies — that was back in my selfie days. But what you can't see in the frame is the purple sweatpants I had on the bottom. They were just outside the shot.
This was never supposed to be my brand. I was just having fun on a random afternoon in my bedroom while the kids were napping. And somehow, years later, it became this. All of it.
I love that story so much because it proves the point I want you to walk away with: you don't have to be polished, prim, or perfectly put together to build something that's totally you. You just have to be willing to have fun and hit publish every once and again.
So, why the nightclub-feel branding?
In a previous life, I ran a live event venue — local and international bands, lots of lights, lots of energy, and a whole lot of fun. That part of my life is done, but I never stopped loving the vibe: the color, the energy, the music, the buzz of a room full of people having a good time together.
That's where The Directory comes in. I want business to feel like that again — fun, a space where people can build something and still have a blast doing it.
More jobs than I could count
By the time I found that clinic, I'd already worked more jobs than I could count — the catalog department at a pet supply company since high school, one summer on a potato farm I will never, ever repeat, several years as a cell phone sales associate (including a year as top associate), radio ad sales, food distribution sales, and diesel engine sales.
Then one day I walked into a natural health clinic in my Northern Wisconsin hometown for an appointment I'd scheduled, and my practitioner at the time told me, “You've referred more people to this clinic than anyone else. You should just work here.” I thought she was joking. She wasn't — and she soon became my boss.
I was there for seven and a half years, until COVID hit and I was let go.
I missed my clinic patients so much that I decided to become a coach myself — running a program that helped women, and a few men, work through childhood and early-adult trauma. It was meaningful work, and I loved every person I got to sit with. But it got heavy. I was carrying a lot of what wasn't mine to carry.
Somewhere in the middle of all of it, it clicked: every job I'd ever had — the clinic included — had been teaching me the same thing. I have a gift for promotion, for telling people about things I truly love. So eventually, I leaned into that fully, and it's what led me to where I am now.
I'm just a country girl.
I live in the middle of nowhere with my husband — a retired Army vet and my favorite smart-ass in the entire world — and together we're raising two feral, barefoot kids in the country. Homeschooling (unschooling... IYKYK) somehow fits in there too, alongside more chickens than any sane person really needs, a handful of quail, and one very opinionated dog who will never forgive me if I leave him out.
Ten Real Things About Me
I'm a coffee girl — but only if it's dressed up in mocha and coconut milk.
My favorite band is called 10 Years — and fittingly, I've loved them for about that long. I once got to not only meet their lead singer, Jesse Hasek, backstage, but sit with him while he sketched out an entire mural on a drum head. He's every bit as down-to-earth as he is talented.
I make a killer apple bacon sweet potato side dish. Just saying — if you get a chance to try it, you'll love it.
I buy more books than I read. I think I'm a book collector, and someday I hope to be a book reader.
Lifelong Northern Wisconsin girl — never left my home state for more than just a vacation.
I've quit drinking for three-plus years now, and I'm super proud of that accomplishment.
My mom passed when I was barely two, so my dad raised me — and taught me to swear like a sailor. I've scaled it back over the years, but a well-placed word still slips out now and again.
I still don't know what I want to be when I grow up, and honestly, I'm not sure I really want to grow up.
The beach life is fine. Swimming off a boat in the middle of the lake wins every damn time.
Always growing, unlearning, relearning, and choosing again. That, I will never stop.
Don't Miss the Next Drop
New events, strategies, and the occasional crazy behind-the-scenes mess...
from my brain to yours!
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Questions? Reach me at letsconnect@heatherboers.com