We were lucky to catch up with Sarissa Thrower recently and have shared our conversation below.

Alright, Sarissa thanks for taking the time to share your stories and insights with us today. Let’s start with a fun one – what’s something you believe that most people in your industry (or in general) disagree with?

One thing I firmly believe that many in my industry might disagree with is that intuition is just as valuable (and sometimes more valuable, if not more quantifiable) as data when it comes to strategy and decision-making. In industries like communications and business strategy, there’s often a heavy emphasis on ROI, metrics, and predictability. The idea of relying on intuition can sound unscientific or even reckless. But I’ve found that intuition isn’t about guesswork—it’s about tapping into a deeper understanding of patterns, emotions, and unspoken needs, which are often overlooked in purely data-driven approaches.

While most professionals in communications and public relations emphasize metrics, research, and formulas (which are, of course, important), I’ve found that some of the best decisions come from trusting a gut feeling or following an insight that doesn’t yet have “proof.”

This perspective came to me over the course of my career, but one pivotal moment stands out. Some time ago, I was working on a crisis communications project for a client facing public backlash. The conventional advice from the team was to issue a technical, data-heavy statement, packed with statistics and legal language to “prove” their case. But something about that approach felt off to me; it was cold and impersonal and was disconnected from what the audience needed to hear in that moment. I suggested we lead with an empathetic, human-centered message instead, even though it was riskier and harder to measure; it was a hard sell as, at the time, this approach was seen as counterintuitive in a corporate environment. But once we released it, the response was overwhelmingly positive. People connected with the vulnerability and transparency, which helped rebuild trust in ways no amount of data could have predicted.

That experience reinforced my belief that while data provides the foundation, intuition provides the spark. Over the years, I’ve honed this balance by blending research and analytics with a deep trust in my instincts. Whether it’s sensing the right moment to pitch a story, crafting messaging that resonates deeply, or pivoting a workshop approach mid-session, I’ve seen the value of listening to what’s beneath the surface and reading the room (an INCREDIBLY underrated skill set!).

Through the years, I’ve seen many more examples of how intuitive work often complements professional work. Both require you to read between the lines, trust the process, and connect seemingly disparate dots. It’s this blending of intuition and strategy that has become the cornerstone of my career and sets me apart in my industry. For me, the lesson is this: intuition isn’t a replacement for data; it’s an amplifier. By combining the two, we can create solutions that are not only smart but also aligned with what people truly need, that they may not even know they need.

In the end, unconventional wisdom is about trusting that the “unseen” elements (instincts, emotions, and context) are as real and impactful on outcomes as the measurable ones.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Sarissa and I’m an experienced PR professional, intuitive coach, and founder of a fractional communications strategy business called Suite Number Nine. My career spans over 20 years, with a focus on reputation management, media training, and crisis communications, as well as developing innovative solutions that combine intuition with traditional business practices. I’ve recently expanded my expertise to include workshops and coaching for growth-oriented individuals and brands, under the working title The Sixth House.

My journey into this multifaceted career began with a degree in Communications, a natural love for storytelling, and a deep curiosity about what makes people and businesses thrive. Over the years, I’ve worked with Fortune 500 companies, high-profile individuals, and emerging brands, helping them build trust, navigate challenges, and connect authentically with their audiences.

On a day to day basis, I offer strategy, media training, and crisis management support for companies seeking to elevate their public-facing narratives and safeguard their reputations. I also provide intuitive readings, workshops, and events, both in corporate and individual settings, to help individuals gain clarity, make aligned decisions, and reach their highest potential. The thing that makes me unique is my ability to blend intuition with applied strategy. I believe that insight and inspiration (the things we can’t always see) are just as critical as planning and execution (the things we can see). Whether working with brands or individuals, my priorities always come back to creativity, clarity, and alignment, and ensuring that the solutions I offer resonate deeply with the goals of my clients.

My work is rooted in helping others feel seen, supported, and prepared, whether they’re navigating a media crisis or exploring their own potential. My approach is straightforward, with an emphasis on practical solutions and long-term growth for all of my clients and collaborators.

What else should we know about how you took your side hustle and scaled it up into what it is today?

Yes, my side hustle has recently evolved into my full-time business and career! The journey to this point has been one of discovery, discipline, and courage. For years, I worked in corporate settings, specializing in public relations, social media and integrated marketing projects. While I loved the storytelling and strategy aspects of my work, I always felt a pull toward something more personal and intuitive.

My interest in intuitive practices began as a personal passion. At first, it was something I explored in my downtime; reading for friends, studying archetypes, and using these tools to reflect on my own life. Over time, I realized how powerful these modalities could be for self-awareness and decision-making, especially when applied with intention.

Initially, I kept this side hustle relatively quiet, seeing it as separate from my corporate career. However, as I started offering readings and workshops more publicly, I discovered there was a real demand for blending intuition with strategic guidance. People were looking for not just insight, but actionable steps to align their lives and work with their values.

The shift to making this my full-time career came in stages. I began offering readings and workshops to clients who were curious but skeptical, proving the value of these tools in both personal and professional contexts. The positive feedback fueled my confidence in my abilities and the application of this skill set. Over time, I realized my unique skill was connecting intuitive practices with tangible, results-driven strategies. This is what sets me apart from others in both fields and, what has became the cornerstone of my business. Knowing this, I committed to scaling my business by creating structured service offerings, developing a strong brand, and targeting clients who value both creativity and practicality.

A few milestones:
– Hosting my a workshop that integrated archetypes and self-awareness.
– Securing my first high-ticket fractional communications client.
– Launching a new set of offerings to serve both brands and individuals.

Today, my business combines my expertise in communication strategy with my passion for intuition. I’ve built a client base of growth-oriented brands and individuals, offering services that empower them to navigate challenges, embrace their unique strengths, and achieve their goals. My side hustle became my main hustle because I followed what felt both fulfilling and impactful, and because I trusted myself enough to take the leap.

What do you think helped you build your reputation within your market?

Several factors have been pivotal in building my reputation within my market, and they all stem from a commitment to authenticity, expertise, and consistency. Here’s what I believe made the difference:

1. I focus on excellence, not perfection: Whether in my corporate life, my pure communications strategy work or my intuitive coaching (or a combination of all of the above), I’ve always prioritized doing high-quality work. Meeting and exceeding client expectations is non-negotiable for me, and it’s earned me trust and referrals. Clear communication, timely delivery, and a focus on actionable results have made clients confident in recommending me.

2. My ability to blend traditional communications expertise and a strong background in corporate with intuitive practices sets me apart. Offering this unique combination has allowed me to carve out a niche, attracting clients who appreciate strategic thinking with a creative, holistic edge.

3. I’ve built my personal brand by being very real about my approach. Whether I’m helping someone navigate a media crisis or guiding them through a reading, I do what I can to show up as myself; this is a lesson that is hard won, because it’s not always easy to do this.

4. Sharing insights through workshops and trainings, social media, and speaking engagements has positioned me as a trusted expert. By educating others and providing value upfront, I’ve demonstrated authority in my fields.

5. A good reputation doesn’t just come from what you know, it’s also about how you make people feel. I’ve always focused on creating strong, mutually respectful relationships with clients, collaborators, and peers. And I try to pay my good fortune forward whenever possible, in as many ways as I can. Gratitude goes a LONG way.

6. Reputation isn’t just built in the good times, it’s solidified in tough moments. My ability to navigate challenges calmly and thoughtfully has earned me respect. Clients trust me to guide them through sensitive situations because they’ve seen me handle complexity with care.

7. I’ve worked to position myself clearly and effectively, creating a strong brand that reflects who I am and what I offer. Also, staying open to feedback and continuously improving has been key. By staying adaptable and evolving my services based on market needs, I’ve ensured my work feels evolved, cohesive and memorable.

Ultimately, what helped me build my business approach and reputation was a combination of delivering results, staying true to my values, and creating genuine connections. Clients know they can rely on me for not only strategic solutions but also an approach that feels thoughtful and aligned.

Contact Info:

• Website: https://www.suitenumbernine.co/
• Instagram: https://www.instagram.com/sarissasays/
• Linkedin: https://www.linkedin.com/in/sarissathrower/

Image Credits

Photo by: Ashley Randall Photography