Tricia founded SHIFT in 2020, an innovation, marketing and venture development studio. They build products, IP, brands, currency, and narratives - delivering relevance, revenue and relationships. There's also a consultancy arm where they advise blue chip companies, entertainment brands, and startups on branding, future-proofing, business transformation, and The New American Mainstream (NAM). NAM is the minority-majority population that is driving the economy and steering culture.
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