Launching, Growing & Scaling a Business with The Squeeze
Sarah Sitz and Ashley Alden honed their unique marketing and merchandising skill sets by working in-house at large brands like American Eagle, Grubhub and Cars.com. Now, the duo uses their combined 25 years of experience as the brains behind The Squeeze, a strategic marketing and brand consulting company. Using a seasoned combination of creativity and data analysis, Sarah and Ashley help entrepreneurs develop their brand story and messaging, bring products to market, secure partnership and — perhaps most importantly — help small businesses scale up. (Into market domination, of course.)
Since launching The Squeeze, Sarah and Ashley have worked with brands like wellness hub Biân, Fairgrounds, Foxtrot and Chicago staple Vienna Beef. Plus, their a lá carte approach to services (think fractional team support, project-based work, brand bootcamp, advisory services and office hours) allow brands of all shapes and sizes to get the help they need at a price point that works.
Here, Sarah and Ashley share the keys to their burgeoning business. FYI, laughter is a key component.
Name: Sarah Sitz and Ashley Alden
Pronouns: Both she/her
Website: the-squeeze.co/
Social media: @the_squeezeco
Was there a moment when you knew you were absolutely on the right path?
Candidly, we believe we are still figuring out our full path. But what we can tell you is that we knew we were doing something we loved when we stopped experiencing the Sunday Scaries and started looking forward to the work week. It's an unexplainable feeling.
How do you handle self-doubt?
We remind ourselves that hard work pays off, and we are doing what we love—working for ourselves and helping people.
Is there a life or business mantra that you live by?
Embrace change, adapt constantly and stay humble, stay hungry.
How do you find joy in moments of uncertainty?*
Honestly, we just laugh a lot. We remind ourselves of the great things we have already accomplished, that our clients are gaining actual value from partnering with us, and often that 'this too shall pass.'
Is there another woman in your field that you admire?
Patrice Poltzer. She isn't afraid to share her unique story and has garnered a tremendous following in the personal branding and storytelling space.
What does community mean to you?
To us, community means more than just an employee base; it's about actively cultivating connections with like-minded individuals who share complementary skill sets. It's about fostering an environment where we can grow together and support one another. As working moms building a business, our community comprises people who understand our journey and uplift us, creating a network of mutual encouragement and empowerment.
How do you cultivate community?
We cultivate community primarily through fostering connections with one another. Creating an open space where everyone feels comfortable expressing themselves openly and honestly is paramount to us. We make it a point to regularly meet over coffee with other women who are also growing their own businesses, facilitating casual and meaningful conversations. Additionally, we actively participate in various organizations such as Biân, The Hatchery, Naturally Chicago and The Old Girls Club, and we engage with people on platforms like Instagram to expand our network. Overall, our approach to cultivating community involves both intentional face-to-face interactions and leveraging online platforms to connect with like-minded individuals.
What is your favorite part of your work?
Although we collaborate with brands of all sizes, we particularly enjoy working with those that are just beginning their journey. These brands appreciate our expertise and possess clear-eyed determination. We relish the opportunity to contribute to their growth story.
What is your favorite part of your day?
We love hearing about the successes our clients achieve using the strategies we've coached them through. Additionally, we enjoy spending time together because we tend to laugh a lot.
What inspires you?
Technology, with its ever-changing nature, and the rapid adaptation of humans to it, is truly remarkable. We're inspired by incredible female founders who are boldly pursuing their goals. Taking the leap into entrepreneurship is challenging, and the countless women who inspire us to keep pushing our limits every day make it all the more rewarding.
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