We recently connected with Michele Stone and have shared our conversation below.

Alright, Michele thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

When I started Seez in 1995, it wasn’t because I wanted to create “just another agency.” In fact, that was the opposite of what I wanted. I had spent years watching companies struggle with a gap I knew our experienced team could help close: the disconnect between business strategy and brand execution. Traditional agencies often jump straight to creative strategy without truly digging into whether the ideas made sense for the business. On the other hand, consultants could provide rigorous analysis and strategy, but they stopped short of bringing it to life in a way that inspired people. I saw an opportunity to bridge those two worlds.

The idea for Seez was born out of conviction. I kept asking myself: what if there was a way to marry the discipline of strategy with the creativity of brand and storytelling? What if we could help leaders not only articulate their vision but also execute it in a way that made sense financially, culturally, and emotionally? That’s what excited me. Knowing we could deliver not just “cool ideas” but real, tangible outcomes that aligned with the core of a company’s mission. Once I recognized that gap, it felt obvious that this was a worthwhile endeavor. And the more I talked to leaders, the more I saw how much they needed a partner who could connect those dots. That’s the foundation Seez was built on.

Michele , 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 began my career at FOX, where I was responsible for developing non-traditional revenue streams, and that experience shaped the way I think about innovation and business growth. At Seez, we carry that same spirit forward. We provide a unique blend of business strategy and marketing execution, all powered by advanced predictive analytics. What truly sets us apart is our ability to bridge the gap between strategy and execution—helping clients not only imagine the path forward but move confidently with it. Since our founding in 1995, we’ve evolved alongside our clients, but always with one focus: driving growth.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

There are so many, but one that really stands out is titled, A More Beautiful Question by Warren Berger. it’s such a powerful reminder of the importance of curiosity in driving innovation and strategy. I’m also a huge fan of Sangeet Paul Choudary’s work; everything he publishes offers sharp, forward-thinking insights on platforms, ecosystems, and how businesses can thrive in a rapidly changing world.

Any fun sales or marketing stories?

One of my favorite stories—and one of the biggest risks we ever took—was with a regional health insurance company that found itself in trouble. Health insurance is already an industry people rarely have warm feelings about, and this company had just endured a public backlash after trying to change its corporate structure. The move backfired badly: customers and community members flooded news outlets with angry letters and calls, painting the organization as untrustworthy. By the time we got the call, the damage was done. The brand was facing record-low favorability scores, and the odds were stacked against us.

We started by going back to basics: listening. We led internal interviews and conducted market research to understand the depth of the reputational hit. That’s when we uncovered the insight that changed everything: people didn’t care about their health insurance company being innovative; they cared about it being there for them when life got hard. At the same time, internal stories emerged of caseworkers stepping in to help members during difficult moments. These stories were authentic, human, and exactly what the brand needed to lean into.

So, we took a big swing. In just weeks, we built a campaign around real member testimonials shared through television spots featuring people telling their own stories of how the health plan showed up for them. It was risky: we were asking a brand to put its reputation in the hands of its members. But it worked. Within three months, favorable ratings jumped 18% and unfavorable ratings plummeted by 27 points, the highest and lowest scores in the brand’s history. Focus groups that once described the company in near-hostile terms were suddenly using words like “stable,” “reliable,” and “they’re there for me.”

Years later, members and staff still talk about that campaign and how it changed perceptions. For me, it was a lesson in trusting the power of authentic stories, even when the stakes are high. Sometimes the riskiest move is also the most human one.

Contact Info:

• Website: https://seeztoday.com/
• Instagram: https://www.instagram.com/seeztoday/
• Facebook: https://www.facebook.com/SeezToday
• Linkedin: https://www.linkedin.com/company/seeztoday/
• Twitter: https://x.com/seeztoday