If Growth Feels Harder Than It Used To, You’re Not Alone.
Most consumer brands hit a phase where traction takes off just as you hoped it would, but that growth reveals the gaps in your current structure.
The Messy Middle Playbook explains what’s really happening in this season of scaling and why informed leadership is the key the sustainable results you want.
What is the “Messy Middle,” really?
It’s the space between early traction and true scale when it’s time to build bigger systems that make a real difference. When the way you’ve been operating no longer matches the complexity of the business you’re building, you’re in the messy middle.
This is the stage where:
More effort produces less momentum
Decisions feel riskier than they used to
Marketing feels busy but not cohesive
Growth exposes gaps instead of smoothing them over
Teams need direction you don’t always have time to give
Retail partners expect infrastructure, not improvisation
The cost of missteps quietly increases
And it’s exactly where strong leadership makes the biggest difference.
Why This Stage Feels So Disorienting
Most founders are prepared for growth to begin. Very few are prepared to sustain growth with intentional marketing, experienced leadership, and strategic direction.
You’re not doing anything wrong, you just need support winning at the next level. The Messy Middle Playbook shows you how.
I created a tool to help. Introducing the
Messy Middle Playbook
This Playbook Covers
The most common signals brands experience in the messy middle
Why tactics that worked early on stop delivering results
The leadership shift that unlocks clarity and momentum
How successful brands stabilize before they scale
What it actually takes to move through this stage with confidence
Best Suited For
Founders who’ve built real traction but now feel stuck
Brands navigating increased retail complexity
Teams reacting to growth instead of leading it
Leaders carrying more decision weight than ever before
Anyone questioning whether the issue is execution or structure
Don’t Push Through the Messy Middle.
Lead Through It.
Download the Messy Middle Playbook to better understand what this stage is asking of you — and what kind of leadership moves the business forward.
The Messy Middle Playbook
What It Is.
A candid look at a predictable growth phase
A leadership lens grounded in real-world experience
A proven pattern recognition tool
A reframing of friction as a signal, not a failure
What It Is Not.
A how-to guide
A basic checklist
A list of growth hacks
A replacement for strategic leadership
