Brands don't need more visibility, they need meaning. That's the thesis behind Ashley Orfus's work as founder of ALAB Group, where she helps innovative companies replace traditional PR tactics with performance-driven communication built on education, credibility, and community. In this episode, Ashley shares why platforms like Substack and Beehive are leveling the playing field for founders without big budgets, why handwritten notes and customer phone calls are now a competitive edge, and why women founders need to stop discounting their rates before the other person even finishes breathing. Ashley founded ALAB Group at 22 years old, after leaving luxury fashion and entertainment, before entrepreneurship was the default career path it is now. For over a decade, she has been helping founders across technology, food, hospitality, and culture who are not just launching products but inventing entire categories. From audio jewelry to vertical farming to space tourism, her work starts with one question: what is your unique point of view? Ashley challenged something I think a lot of us do. We rush to hire marketing before our product and positioning are actually ready, and then wonder why it does not get us to scale. The world does not need another business, she said. It needs yours to be clear about why it exists. We also got into the money conversation that women founders keep avoiding and why the shift from traditional media to platforms like Substack and Beehive is creating a fairer playing field for smaller brands. If you are building something and wondering where to put your energy, this one is worth your time. Chapters: 🎙️ 02:18 Ashley Orfus on leaving luxury fashion to build ALAB Group at 22 🧪 06:18 The world doesn't need another business: finding your unique point of view 💡 09:08 Frends Headphones, audio jewelry, and how you explain something that doesn't exist yet 💰 12:11 Operating model over scale: why a curated business can outperform a big one 🚫 16:15 The money conversation women founders keep avoiding 🤝 22:17 Substack, Beehive, and the new media landscape replacing traditional PR ✍️ 28:43 Handwritten notes and analog strategy as a competitive edge 🎯 30:05 Don't hire marketing to hire marketing: ask the scary questions first Links: Website: www.alabgroup.com Instagram: @alabgroup / @aorfus Email: ashley@alabgroup.com Your brand doesn't need more noise. Connect with Ashley and the team at ALAB Group to learn more. Thank you to our podcast sponsor Go From Expert to Thought Leader with the Genius Discovery Program. Book Directly with Kent: http://talktokent.com Learn more at: geniusdiscovery.org We're always seeking aligned sponsors.⭐️ If you're interested in supporting our podcast - one episode or a season, reach out to Adrienne at Adrienne@sheleadsmedia.com.⭐️ Reach out to Adrienne: hello@sheleadsmedia.com Visit our website: www.sheleadsmedia.com to learn about upcoming events or to work with me directly and get the clarity you’re seeking. As a gesture of support for this podcast and sharing women's voices everywhere - I would greatly appreciate if you would take a moment and give our podcast a 5 Star rating and review on Apple Podcasts or Spotify. By you taking this simple action, you are making a difference in sharing women's voices, thoughts and opinions. One last thing - if you haven’t done so already, please hit the plus sign + to follow the podcast so you never miss an episode. Thank you so much!! XOAdrienne (02:18) - 🎙️ Ashley Orfus on leaving luxury fashion to build ALAB Group at 22 (06:18) - 🧪 The world doesn't need another business: finding your unique point of view (09:08) - 💡 Frends Headphones, audio jewelry, and how you explain something that doesn't exist yet (12:11) - 💰 Operating model over scale: why a curated business can outperform a big one (16:15) - 🚫 The money conversation women founders keep avoiding (22:17) - 🤝 Substack, Beehive, and the new media landscape replacing traditional PR (28:43) - ✍️ Handwritten notes and analog strategy as a competitive edge (30:05) - 🎯 Don't hire marketing to hire marketing: ask the scary questions first
