sheet A-1 · site plan
amanda casgar · seattle · est. 2021
seattle · est. 2021
Companies grow when the inside and the outside agree: when the culture your team truly lives is the same story your market hears. When they align, growth compounds, and the company can scale. But when they drift, everything gets harder: hiring, selling, retaining people, keeping promises. A brand the culture can’t back is a house of cards – and the market always finds out.
I learned this over 12 years as a leader inside lululemon, while it grew to become a $6.3 billion business and I built its Asia business from zero. Now leadership teams bring me in and we close critical gaps. Some engagements start with a growth problem, some with a people problem. It’s the same work.
Start a conversation →
the idea, drawn
Read it like a building. The person is the foundation, the culture is the structure, the brand is the façade that faces the street. The blue plumb line is the test: do all three line up? When they do, the company performs well. When the foundation shifts, everything above it moves too.
fig. 01 — section through a company. coherence is when all three are plumb.
the practice
There are two ways to work with me. I work directly with a company leader – or the company as a whole. Two studios, one blueprint.
fig. 02 · plan of the practice. one house, two rooms, one door.
Human Studio
build the foundation
Work on the person the company runs on. We set a goal and get honest about where you currently are and where you want to be. We close that gap with a toolkit: specific practices, worked on in live situations, until those practices become your default mode under pressure. Then the tools travel. Leaders bring them to their teams, shared language becomes shared standards, and accountability becomes culture. The work starts with you. It does not end with you.
The Company Studio
frame the structure
Work on the company as one system. Every company has a gap (or even a gulf) between what it says and what it does. We find those disconnects and fix them inside work already underway: a growth plan, an offsite, an operating system we craft together. What gets built together gets used, and that system keeps running long after the engagement ends.
plate 01 · the principal. as shot.
Who you’ll be working with.
Twelve years at lululemon, from community manager to building the Asia business from scratch. Since then: operating systems for founder-led companies, annual culture work for a Michelin-starred restaurant in Hong Kong, growth strategy for a wealth advisory firm, and leadership cohorts for women in Seattle and Manila.
In short, I’ve functioned as a co-CEO, fractional CMO, brand-forward general manager, and executive team trainer. I’m also a change agent, culture steward, intuitive brand whisperer, dot connector, and blind spot assassin. I keep an eagle’s-eye view of the big picture while I fly at different altitudes, from boardroom strategy to the details of a key offsite session.
“Without her leadership the $1.5B lululemon business in Asia would not have been possible.”
Ken Lee, GM, lululemon APAC
If this sounds like the conversation you’ve been meaning to have, I’d like to hear from you.
start a conversation → hello@amandacasgar.com