Challenger Takeaways

• The word “authentic” is an overused term in brand development today. Well some things just can’t be fabricated.
• To succeed as a challenger brand, you have to tap into something the big guys can’t … or won’t. For Noonday, it’s vulnerability, transparency, courage.
• “Never doubt that a small group of thoughtful, committed citizens can change the world: indeed, it’s the only thing that ever has.” - Margaret Mead

Show Highlights

[02:15] Jessica as an “accidental entrepreneur”
[03:45] The most transformational evening of Jessica’s life
[06:58] What the artisan’s life looks like today
[07:33] The global impact of Noonday Collection
[07:52] The fears Jessica had to face
[08:33] The power of gathering
[09:35] Feeling cornered as a game-changer
[10:45] Being a “stay-er”
[11:52] The process to brand positioning
[13:44] Vision of Noonday
[14:00] The evolution of their vision & brand
[15:30] Facing the competition
[16:28] Dispelling the myths around the direct-sales model
[18:31] Trusting her brand in the hands of other people (ambassadors)
[19:43] Noonday’s marketing plan now
[20:55] Launching her book as a marketing tool
[23:02] Aligning faith/Christianity with their brand
[25:33] Feeling liberated by boundaries
[28:12] Getting their values/boundaries tested
[28:25] Bringing Travis on as a partner
[30:46] Keeping the mission alive day-to-day
[33:16] When Jessica’s “not feeling it,'' dealing with the pressure
[34:57] Jessica’s daily practice
[35:54] Finding more stillness
[36:42] What’s next for Noonday - getting face-to-face with their ambassadors
[38:30] Jessica’s podcast as a marketing tool

Resources:

• Door No 3 Website
• Connect with Prentice on LinkedIn
• Jessica Honegger LinkedIn
• Jessica Honegger Website
• Noonday Collection Website
• Going Scared Podcast
• Imperfect Courage Book