Hey, I’m Vijeta. I run Rare Ideas, a brand and strategy studio, and I’m also a Partner at Together Hospitality, a group of restaurants and bars. I’ve spent the last decade building businesses and working with founders across hospitality, F&B, consumer, retail, technology and lifestyle. I’ve worked on new brands, launches, pivots, category questions and the less glamorous parts of building a business that you don't usually get to see from the outside. I read a lot, study consumers and obsess over why people choose what they choose. But most of what I know has come from doing the work, making decisions, getting some of them wrong and learning from them. I’m here to share that experience, have useful conversations and hopefully leave you with a clearer way of looking at the problem in front of you.