Sally Scarbrough

Founder, Good Sense Theory

Previously Marks, Ulta Beauty, Kohl's

I started Good Sense Theory because I kept seeing the same thing.

Over 16 years working inside brands and alongside the people building them, I saw that teams had no shortage of ideas, activity or capable people. But often, the marketing problem they were trying to solve wasn't just a marketing problem. The work got better when everyone stepped back, got clear on the fundamentals and started from the same place.

I see it from the customer's side too. I notice when a brand, business or experience makes me feel something. I've come to realize that feeling isn't accidental. It's the result of hundreds of decisions happening behind the scenes.

I've built a career around figuring out which decisions matter, why they matter and how to get people aligned around them.

Now, Good Sense Theory

Inside the brand or across the table at the agency, I was usually the one stepping back, asking the questions and helping people get clear on what matters.

Operator. Builder.
Strategist. Advisor.

Good Sense Theory is what happens when those vantage points sit in the same chair.

I'm curious before I'm prescriptive.

I ask a lot of questions, challenge assumptions and try to make complicated things easier to see.

I believe high standards and humanity belong in the same room.

And I believe good work gets better when people trust one another enough to be candid, curious and willing to change their minds.

Want someone to think it through with?

Let's talk →