Women control 80% of all consumer purchases but, with so many media options, reaching female consumers has become increasingly difficult. As a marketer for a large corporation, Aliza Freud recognized this as a major pain point. In 2007, she launched SheSpeaks’ to help brands better understand female consumers and what motivates them.

Shespeaks’ started attracting a lot of influential female bloggers. These women wanted to amplify their voices and spread their opinions far and wide. The company pivoted when Freud realized that she could not only provide insights from influencers but could use them to the spread the word about products and services they liked. In an industry that doesn’t stand still — and these days what industry does? — Freud has learned the importance of adaptability. She’s built adaptability into the DNA of her company and yet stays committed to its original purpose — understanding what women want and sharing their insights with others.

Photo credit: Tracy Paul & Company And LA’s Blogger Elite Host A Multi Brand Press Preview In West Hollywood