I see around corners.
Fifteen years building consumer brands at the leading edge of emerging regulated markets and women's health — two exits before the categories caught up.
I build brands in the categories everyone else avoids until they're obvious — cannabis, psychedelics, women's health.
What leads me there is intuition about how stigma & shame shape consumer behavior.
What makes me successful is my confidence to lead without precedent.
brands April founded or co-created
2015 VAN der POP ·
2018 HOW TO DO THE POT ·
2021 THE HIGH GUIDE ·
2024 SetSet · 2026 OF LIKE MINDS →
One thing, five times.
Each brand on that list started the same way: I noticed an industry repeating an explanation that had stopped producing solutions. Women aren't a cannabis market. Bad trips are a hazard. Psychedelic research is for someone else's body. Every one of those sentences was confident, repeated, and wrong — and the data showing it was wrong was sitting in plain sight, unread, because the people reading it weren't the women the data was about.
My work has been to go get the position the analysts didn't have, and to build from what becomes visible from there. That's the practice. It's the same move every time. It's what I now help others do — in OF LIKE MINDS, in the room, with each other; and in consulting, with founders and the companies they're trying to build.
for women practicing it
enter OF LIKE MINDS
The Echo Project
A bold reimagining of a timeless brand.