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As a child growing up in the beauty space, Nicole Goff set her sites on assisting with the relationship between brands and the buying experiences of the consumer. Having 24 years in as a retail merchandiser, she has a heightened level of social intelligence and firm grasp on community mobilization. Nicole states that consumers may feel a need to buy from certain brands for a few reasons. One of the main buying triggers potentially extend far beyond the quality of the product(s) and could possibly be the result of deep psychological impressions that have nothing to do with the brand. Listen in as we discuss how her company Golden Grass Roots helps change the narrative between buyers and sellers of consumer goods.