BRAND BUILDING · HUMAN BEHAVIOR · ORIGINAL THOUGHT
I’m Brooke Robbins, a brand strategist, writer, and the person behind The Well Path.
I’m interested in how people form beliefs, make decisions, and choose what deserves their attention. Those questions run through my work: helping founders clarify their brands, build audiences, and create things people trust.
The Well Path is where I explore these questions through essays, conversations, and projects.
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I’m a brand strategist with a background spanning growth, operations, and commercial strategy. I've built the portfolio-management function at Republic, led Growth at Gordian Software, worked on positioning and go-to-market strategy at Disco, and held general management and fractional operating roles across the US and Dubai.
Building The Well Path has given me another place to put that experience to work. Over ten months, I grew our Instagram audience from 400 to 34,000+ followers through organic content.
I bring both perspectives to my work: the creative defining the brand, and the operator responsible for how it works.
More about Brooke Robbins
A free, two-week series of ten exercises that invite you to practice thinking for yourself in the age of AI.
My good friend Shweta Scott and I are building it together and sharing our decisions along the way: what belongs in the experience, where AI helps, and what we want to keep doing ourselves.
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Essays on human behavior, independent thinking, and the decisions that shape our work and lives.
Expect observations, questions I’m working through, and ideas I'm spending a little extra time with.
Read on Substack
Conversations about what people build, what they believe, and redefining a life well-lived.
Listen to the podcastI help founders clarify their positioning, sharpen their messaging, and build a content strategy that gives the right people a reason to care.
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