Understanding creators, supporters, and promoters—and the people they serve.
Businesses are made up of many roles—and often, we play more than one at the same time. A perspective from our CMO.
Every business relies on three core roles: creator, supporter, and promoter. Over the course of my career, I’ve had the opportunity to step into all three.
I started as a creator. I’ve always enjoyed building things and brainstorming new or improved ideas—thinking about what people might need or respond to. Whether developing products or creating a program focused on confidence and wellness, the goal was always the same: build something with the end user in mind.
That same mindset shows up across industries today. Creators—whether they’re developing equipment, software, or services—aren’t doing it just to sell something. They’re doing it because their customers rely on it to operate, grow, and succeed.
Later, I became a supporter—working behind the scenes to ensure processes were smooth, details were right, and customers were taken care of. Those roles don’t always get the spotlight, but they’re essential.
Today, as a CMO, I’m a promoter—focused on awareness, not selling. Helping the right people understand what we do, so when they need help, they know where to turn.
At the end of the day, it’s not about the role you play.
It’s about the people you serve—and earning the opportunity to help them succeed.
Which role do you find yourself playing most often?