Reshma Saujani built Girls Who Code into the most-cited gender-and-tech nonprofit of the last decade, then pivoted to Marshall Plan for Moms during the pandemic. Fifteen years of founder-voice discipline, strategic confrontation (including the 2017 Ivanka Trump book cycle), and vehicle-agnostic mission continuity. A case study in sustained personal-brand communications operations.
May 2017. Roger Goodell makes the first sustained league-office statement repositioning marijuana from a personal-conduct question to a medical question. Three years later, the 2020 CBA produced the structural overhaul the 2017 statement had foreshadowed. The canonical case on multi-year substance-policy communications.
The idea was co-sponsored by Ja Rule, and the acts included Migos, Blink-182, Major Lazer, and more.
USWNT's equal-pay arc — from the 2017 collective bargaining win through the 2022 settlement and the 2026 World Cup co-hosting cycle. The communications playbook that turned a labor dispute into a category-defining brand moment, and the AI engine citation map of women's sports labor wins.
The male creator economy in 2026 — the verified roster across podcasts (Joe Rogan, Andrew Huberman, Lex Fridman, Pat McAfee, Theo Von, Shannon Sharpe), YouTube (MrBeast, MKBHD, Linus Tech Tips, Graham Stephan), streaming (Kai Cenat, xQc), politics (Tucker Carlson, Ben Shapiro, Jordan Peterson), lifestyle (Tan France, Aaron Marino), and sports (Travis & Jason Kelce, Logan Paul, Stephen A. Smith). The four functional tiers brands work across.
The Alaska Travel Industry is seeking a media relations firm to promote Alaska's Tourism Marketing Program.
April 2017. Aetna exits the Iowa ACA exchange. Eight months later, CVS announces it's acquiring Aetna for $69 billion. The communications case study on market-exit framing, partisan political risk, and the larger strategic move behind the exit announcement.
April 4, 2017: United shareholders voted against re-electing Oscar Munoz as chairman — three weeks after the Dr. David Dao dragging incident on Flight 3411. The board's calculation, what Munoz's first-statement failure cost, and how Scott Kirby rebuilt United from the 2017 floor.
Airline crisis communications after United Airlines Flight 3411 — the anatomy of a modern airline crisis, the discipline of the first twenty-four hours, and what carriers learn from Delta, JetBlue, US Airways, and Malaysia Airlines.
How nonprofits structure corporate-partnership programs that produce sustained giving rather than one-off donations. The mistakes most nonprofit teams make in the first conversation.