Personal brand: raw, unpretentious authenticity

Anna explains choosing an authentic, unpolished persona to attract aligned 'ratchet' clients who fit her vibe.

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Episode notes

In this episode, Anna Nassery joins Chris Do for a deep-dive conversation on her unconventional path into branding, creative direction, and entrepreneurship. She discusses her early years in PR, how she transitioned into tech startups, and what she learned while working alongside top Silicon Valley leaders.

Anna shares how these experiences shaped her approach to brand strategy, relationship-building, and identifying opportunities others overlook. Her journey highlights how adaptability, networking, and tenacity can create unexpected career pivots.

Timestamps

(00:00) — Intro

(03:19) — Early career and PR background

(06:00) — Parents, education, expectations

(09:33) — Joining the startup world

(12:23) — Acquisition and financial runway

(15:22) — Wearables and athlete story

(17:53) — Mastermind introduction + early clients

(19:48) — Influencer partnerships + backlinks

(22:12) — Official start of Lumina

(28:40) — Chaos of early agency growth

(33:46) — Hoffman work + plant medicine