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Stacy Thal

Stacy Thal, a creative genius who applies her personal passion to the creation of innovative and results-oriented marketing solutions. Bonobo is her baby and we are excited she is a member of Pow.wow.

In the spirit of cooperation, goodwill — and fun — Bonobo works with forward thinking people to reach the hard-to-wrangle by crafting creatively courageous marketing, copywriting and public relations initiatives. Stacy’s mission is to inform/excite/provoke/relieve as many people as possible and move them to action for her clients.

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Welcome Stacy. First of all, tell us how you came up with the name Bonobo?
Bonobos are chimps, our closest relatives genetically, and the most rare of all great ape species. Endangered, sadly, like many of our furry friends, bonobos are the only primate matriarchy, so I liked that for sure. Unlike all other great apes, they believe in love and not war. What better sensibility to back up a business philosophy? If I’m going help you take your rightful place in the urban jungle, let’s respect each other and have a good time, not rip each other’s throats out like many of our brethren, man and monkey alike.

What is your background?
Having more than twenty years of successful work experience in both the public and private sectors, I apply my personal passion to the creation of innovative and results-oriented marketing and copywriting solutions for my clients. What’s different about working with me? Perhaps my years as a screenwriter. That informs my work, giving me a unique visual vocabulary and sense of the effective dramatic. Also, because I’ve written for so many years in so many different “voices”, I’m never married to my words. I’m not a word diva. A resident of the Bay Area for most of my life, I have a Bachelor’s degree in Social Science from the University of California at Berkeley, and am a proud single babe homeowner South of Market in San Francisco.

What originally gave you entrepreneurial motivation?
Simple! In 1997, I discovered that people actually pay people to write! Duh! Writing is something that had always come so easily for me, I had no idea that there was a whole world out there full of people who couldn’t even write a solid letter, needed brochures written, words to fill their Web sites, etc. It was a true awakening, and I’ve never looked back. As well, I LOVE working from home. It’s a great luxury to be able to work in my yoga clothes each day, a blessing for which I am constantly grateful.

I understand you have a passion for creative writing, so why marketing and public relations?
Gotta pay the bills, baby! I found, years ago, that when I turned my creative endeavors into work for pay/hire, all of the fun and the juice were drained out of what I did. The magic transformed into…chores. This way, I still get to write and be creative in my work, AND I get to do my pet projects on the side. It’s a good balance for me at this point.

Where does your inspiration come from?
Everywhere! From dreams, during daily meditation, from random images, old memories, and certainly from the great, creative designers with whom I’m lucky enough to collaborate – print and Web.

What is your dream project?
A client who will pay me to watch what I have backlogged on my TiVo! My more down-to-earth dream right now would be to hook up with any number of local retail giants and provide great copy for them. I did a lot of very challenging, very satisfying work for PotteryBarn.com over the last year. I wrote a lot editorial how-to pieces for their online Style House magazine. Not only did I get to write, but I also got to be a home decorating and entertaining maven as well! I’d love to hook up with any (all!) of the Gap companies (Banana Republic, etc.), Bebe, Barnes & Noble. Design Within Reach would be uber dreamy. Restoration Hardware. The local big dogs with interesting stuff to offer that I could really get behind. Lucasfilm in all its permutations too!

What is the biggest professional reward for you?
I get great satisfaction from a job well done. Whether I’m giving a client a simple but sound piece of marketing strategy advise that hits their target, or landing a big “get” for a client in a nice, glossy magazine, each day – really! – I celebrate the accomplishment of simple tasks more than anything.

What is the toughest challenge for you?
Keeping a steady, balanced flow of interesting clients in the pipeline (hint, hint!).

How do you get new business?
By any means necessary! Mostly by referral. I get a lot of repeat business, which is so nice. Such a great vote of confidence. I also get a lot of referrals from current and former clients. Neighbors and friends have turned their friends and colleagues on to my services as well. I’m always looking for +new ideas in this realm though!

What is the next step for you and Bonobo?
Landing a couple of “big dog” clients so that I can have a secure base from which to operate that will still allow me the room to take on a few “pet” clients – “accidental entrepreneurs”, artists, people who are passionate about what they do. I love to give them advice, help them pop their dreams up to the next level, and watch them grow and get the notice they deserve.

What is the one piece of advice you would give someone just starting out?
Be brave! If working independently is for you, be prepared to ride the rollercoaster. I find, for me, that the freedom is worth the occasional abject fear. Give support and you’ll get support. Rock steady, sister! If I can do it, you can do it!

Thank you for sharing your story with us!

Stacy is a must see talent, see for yourself.
Bonobo
www.bonobogroup.com