Jocko Podcast 381: Fighting The Odds and Trauma, With Kelsi Sheren.

Founding Journey

Kelsi Sheren's journey from military service to entrepreneurship is marked by resilience and a commitment to community. After serving in Afghanistan, she founded Brass & Unity to support veterans and foster a sense of belonging among those who have experienced trauma. Kelsi emphasizes the importance of community, stating, "Community is everything to what I do. Everything. It means I don't care if I make money. I never have" 1. Her business not only provides financial support to veterans but also creates a platform for connection and healing 2.

   

Market Strategy

Kelsi's innovative approach to bringing Brass & Unity products to market involved bold networking and overcoming significant challenges. She initially introduced her beaded bracelets by directly engaging with potential buyers at trade shows, even without official access 3. Her determination led to unexpected connections, such as a collaboration with Beth Behrs for a charity event, which significantly boosted her brand's visibility 4. Kelsi's husband played a crucial role in building the business infrastructure, helping her transition from crafting jewelry at home to establishing an online presence 5.