This episode is brought to you by Mercury.

 

Nothing about the career journey of Taja Dockendorf has been clear-cut. The founder and creative director of Pulp + Wire originally wanted to be a designer but didn't want to be pushed to the side when strategy conversations took place.

 

Today, Taja runs one of the fastest-growing, 100 percent woman-owned consumer packaging firms, focusing on natural and organic CPG brands.

 

"I wanted a seat at the table being the account manager, being the strategist, being able to flex those skills and learn about myself," she says. "It's about having that conversation and having the hard conversations so that we can drive to the solution necessary to see them grow. ... We're not just thinking about what is today in a brand and a package. We're thinking about what's three years going to look like, what is five years look like?"

 

Pulp + Wire's formula is similar to its approach to CPG and product packaging - it's about creating a relationship between the brand and the consumer.

 

"That's been my founding principle for the company - no matter how hard things are, no matter how difficult it becomes, there is always a solution," Taja says. "Sometimes, the trick to a good business is getting the client in on that solution sooner than later."

 

Taja talks about the "universal energy" needed to make the process work at optimal levels with a client.

 

"You have to be excited about what you do," she says. "If you're not passionate about it and you don't bring a level of kinetic energy to the project, the client will know that, and the brand's ultimately going to suffer, and the work you do will suffer because it's going to feel lackluster."

 

Taja says she gets a lot of inspiration from her husband, a classically trained chef and a Reiki master. She credits him for reinforcing the idea that there's a solution for everything once you remove fear from your life.

 

In Part 1, Taja talks about:

 

* Gratitude toward a pair of long-time clients and her husband being a stay-at-home dad while pursuing her career.
* Her unlikely career path as a would-be industrial designer for the automobile industry.
* The advantages of having a team where strategy is a conversation with everyone along the creative process.
* The relationship between a brand and a customer.
* The inspiration her husband provides to her and their children.

 

Join Ramon Vela and Taja Dockendorf as they break down the inside story on The Story of a Brand.

 

For more on Pulp + Wire, visit: https://pulpandwire.com/ 

 

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Episode brought to you by Mercury.

 

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