We recently connected with Kristen Coke and have shared our conversation below.
Kristen, thanks for joining us, excited to have you contributing your stories and insights. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
The idea for The Wedding Strategist really started with my own wedding. I quickly found myself frustrated with how opaque the pricing was, how unclear the processes were, and how everything felt like a one-size-fits-all approach. It just didn’t seem like anyone was addressing the need for more transparency and personalization in the wedding industry.
Given my background as a product manager, I couldn’t help but approach wedding planning the same way I’d tackle a new product launch at work. I started thinking of our wedding as a project that needed careful planning, design, and organization—all focused on creating the best possible experience for us, the “users.”
Around this time, I was also talking to a lot of friends who were going through the same thing. We’d commiserate over how tough wedding planning was, and when I shared that I was using my product management skills to stay organized and focused, they got really interested. Pretty soon, I was hopping on Zoom calls, helping them out with their own plans, and eventually, they started introducing me to their friends who were also getting married.
At some point, my husband pointed out that I’d kind of created a business without even realizing it. That’s when it clicked—I could actually do this. But I didn’t want to be a traditional wedding planner. I wanted to offer something more strategic and tailored, so I coined the term “wedding strategist”.
From there, I took a step back and treated it like any other product I’d work on. I made a one-pager outlining what I wanted to do, why I thought it would help people, who my target customers were, and what services made sense. Then I got out there and started talking to people—125 couples, to be exact—trying to really understand their pain points and refining my services based on what I learned.
After that, I found some beta clients through friends of friends and even a Reddit bridal group. Helping these couples was so much fun and just felt really natural. I loved being part of their journey and helping them create the wedding of their dreams.
The night before I publicly launched The Wedding Strategist, I remember feeling pretty stressed, ruminating on the thoughts of “What if this doesn’t work?” But then I thought, if it’s meant to be, it will be. And I went for it. The next day, I was completely blown away by the outpouring of support from my community of friends. They were sharing it with their networks almost immediately, and it made all the stress and anxiety worth it.
I officially launched The Wedding Strategist in May with a website and social media presence. And from there, things just took off!
Kristen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m Kristen, the founder of The Wedding Strategist, and my journey into this business was a natural evolution of my lifelong love for organizing and planning events. That passion truly deepened when I planned my own wedding. It was through that experience I saw firsthand how challenging and overwhelming the wedding industry can be—opaque pricing, unclear processes, and a lack of personalization. I knew there had to be a better way, and that’s what inspired me to create The Wedding Strategist.
Since then, I’ve been working on growing The Wedding Strategist into a respected and trusted wedding strategy firm. Our couples who we support appreciate our innovative approach and dedication to crafting personalized wedding experiences. At The Wedding Strategist, I offer à la carte, strategy-first services, helping couples customized their planning journey tailored to their specific needs and desires. My approach cuts through the noise, helping couples focus on what truly matters and providing the support and framework to bring their vision to life.
What sets me apart from traditional planners is my focus on empowerment and intentionality. I work with couples to ensure they stay true to their vision and remain in control of the process, rather than feeling overwhelmed by it. My background in product management also gives me a unique edge, allowing me to approach wedding planning with both creativity and structure. For me, a wedding isn’t just an event—it’s an experience brought to life. With over eight years of experience in tech, I’ve developed the ability to blend strategy and artistry, helping couples articulate their vision, even when it feels nebulous, and ensuring it is executed beautifully.
I pride myself on being both a visionary and a diligent executor, anticipating challenges and offering solutions that make the planning process smoother and more enjoyable. I bring transparency and flexibility to every project, ensuring couples understand the process, know their options, and feel empowered to make decisions that reflect who they are. Before officially launching The Wedding Strategist, I interviewed over 250 brides, vendors, and planners to fully understand the industry’s pain points, and this research has shaped the personalized services I now offer.
I’m incredibly proud of how The Wedding Strategist has evolved, not only as a business but as a source of support for couples. It’s been a privilege to work with clients who feel more relaxed, informed, and excited about their weddings because of our strategic approach.
For potential clients, the main thing I want them to know is that I’m here to make wedding planning an empowering and enjoyable experience. My focus is on transparency, flexibility, and helping couples take control of their wedding journey in a way that feels authentic to them. Every couple deserves to feel joyful and excited about their wedding, and I’m here to make sure that happens.
What’s a lesson you had to unlearn and what’s the backstory?
One of the biggest lessons I’ve had to unlearn is the belief that everything has to be perfect before I can move forward. For as long as I can remember, I’ve been a bit of a perfectionist—if something wasn’t flawless, I felt like it wasn’t ready. This mindset made me slow to act, constantly waiting for the “perfect” moment or solution.
As I’ve gotten older, I’ve realized just how paralyzing this pursuit of perfection can be. I’d get stuck in the details, holding off on opportunities because things didn’t feel exactly right yet. When I started The Wedding Strategist, I struggled with this a lot. I kept delaying decisions because I worried the branding, services, or even the website weren’t quite there. At some point, I had to face the hard truth: if I waited for everything to be perfect, I might never actually start. That was a turning point for me. I had to let go of this idea that perfection was the goal and just do.
Running a business has taught me that you’re never fully in control and that perfection isn’t realistic, especially when things are constantly evolving. In the fast-paced world of weddings—and business in general—it’s way more important to take action, learn on the go, and make adjustments along the way. Progress happens when you’re willing to put something out there, even if it’s not 100% perfect, and refine it as you go.
It’s been a huge mindset change for me, and it’s made me more confident and productive. It’s allowed me to move forward with more confidence, knowing that things don’t have to be perfect to be impactful. I’ve found that when you focus on progress instead of perfection, you open yourself up to growth, learning, and so many new opportunities. And honestly, that’s when the real magic happens.
Have any books or other resources had a big impact on you?
There are several resources that have significantly shaped my management and entrepreneurial thinking. One of the most impactful books for me is The Lean Startup by Eric Ries. It emphasizes the importance of testing, iterating, and learning quickly, which has been key to how I run The Wedding Strategist. I’ve embraced the “minimum viable product” mindset—launching, gathering feedback, and refining along the way—so I can stay flexible and responsive to adapting my business to best meet client needs.
Simon Sinek’s Start with Why has also been a major influence. His idea of leading with a clear sense of purpose resonates deeply with me. The “why” behind The Wedding Strategist has always been about empowering couples to navigate the complexities of wedding planning with clarity and confidence. Keeping that purpose front and center is what drives me forward.
While books have provided a solid foundation, I also believe that some of the best lessons on business come from more unconventional sources like docuseries and podcasts. One of my favorites is The Food That Built America. It’s fascinating because it dives into how many of the biggest food brands we know today were built through sheer determination, effort, and constant pursuit of what the founders believed in. The show explores how innovation and resilience played key roles, but it also highlights the importance of learning, adapting, and even getting a little lucky along the way. It’s a great reminder that even the brands we see as giants today went through periods of trial and error, iteration, and change. For me, it’s a fun and inspiring way to remember that entrepreneurship can look different depending on your situation, and that progress doesn’t always follow a straight line.
The Acquired podcast is another favorite of mine. It dives deep into the growth stories of major companies, breaking down how they’ve scaled and pivoted over time. The lessons in flexibility, resilience, and long-term strategy are incredibly valuable, especially when thinking about how to build a sustainable business.
I also love Too Smart for This by Alexis Barber, a podcast that offers fresh perspectives on navigating the business world and the entrepreneurial mindset. Even though Alexis is a younger entrepreneur, I really appreciate how thoughtfully she has built her brand and how candid she is about her journey. Her reflections have been a great source of inspiration and have pushed me to think creatively about how I approach challenges and opportunities in my own business.
All these resources—whether books, podcasts, or docuseries—have shaped my philosophy: stay flexible, lead with purpose, and embrace learning, even through failure. They’ve helped me approach growing The Wedding Strategist into a business that’s focused on innovation and intentionality, and they continue to guide me as I evolve and improve.
Contact Info:
- Website: https://www.theweddingstrategist.com/
- Instagram: http://instagram.com/theweddingstrategist
- Other: Tiktok: https://www.tiktok.com/@theweddingstrategist
Email: [email protected]
Pinterest: https://www.pinterest.com/theweddingstrategist/
Image Credits
Yacob Yonas