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Brooke Joy

Basic Info​

  • Background: From Ohio, also lived in Denver
  • Current Location: Austin, Texas (East side as of 2025-11-17, previously Domain area)
  • Professional Role: Events and experiences expert
  • Led the events for Victoria's Secret
  • Directed experiential marketing
  • Led events and experiences at Hampton (described as "one of the coolest business community in Austin")

Professional Experience​

  • Described as an "immersive experience wizard"
  • Created and managed brand ambassador programs
  • Developed campus ambassador programs with 200+ people across 100+ campuses
  • Provided brand training for ambassadors
  • Experienced with unique community program experiences

Living Situation & Real Estate​

  • Austin: Currently on East side (as of 2025-11-17), previously rented in Domain area with flexible lease arrangements
  • Denver: Owns a duplex that she rents out via Airbnb
  • Recently negotiated significant rent reduction ($200/month) and flexible lease terms with Austin landlord
  • Sister currently staying at Denver property temporarily
  • Demonstrates strong negotiation skills and strategic thinking about housing arrangements

Personal Development & Insights​

  • Human Design: Projector type - prefers to be invited rather than inserting herself into situations
  • Plant Medicine Experience: Has used psychedelics/psilocybin and credits them with providing important life insights
  • Career Revelation: Recent psychedelic experience gave her clarity about wanting children after years of thinking she didn't
  • Childhood Vision: Originally loved babysitting and had strong maternal instincts that she had suppressed

Skills & Expertise​

  • Events planning and management
  • Experiential marketing
  • Brand ambassador program development
  • Community building
  • Customer Experience Design: Exceptional ability to "feel" customer experiences and design accordingly
  • Visualization: Has strong "mind's eye" abilities - can vividly picture and plan experiential details
  • Negotiation: Demonstrated through successful landlord negotiations

Professional Philosophy​

  • Focuses intensely on first impressions and entrance experiences
  • Believes in creating "feeling-based" rather than purely logistical event design
  • Values collaboration and getting input from stakeholders rather than working in isolation
  • Emphasizes the importance of invitations and how people are welcomed into experiences
  • "Not easily satisfied" - maintains high standards which can be both strength and challenge
  • Now prioritizes alignment with her own needs first: "What's aligned for me?" vs people-pleasing
  • Seeks clients with purpose-driven missions: "the humans behind the project is what drives me"
  • Values working with people "wanting to really help humanity in some capacity"

Current Projects & Opportunities​

  • 2025 Status: Working through end of year events, actively pursuing larger-scale proposals
  • Alpha Schools Potential: Gary actively pitching re-engagement with Joe Liemandt for major education summit (mid-March 2026, during UT spring break after SXSW)
  • Healthcare AI Conference: Developing proposal for October 2026 conference (200 people)
  • Fractional Events Agency: Collaborating with Gary to launch tech/startup-focused agency with website and case studies
  • Friend's Event Support: Currently helping friend with event at reduced rate, maintaining boundaries on effort ("working at 80% capacity")
  • Ultra Wellness Center: Collaborating with former business partner Sarah on marketing strategy for Dr. Hyman's center in Berkshires (includes 2026 events)
  • Seeking 3-4 consistent retainer clients for stability rather than one-off projects
  • Recently completed comedy event for Zachary's film project with positive outcomes

Lifestyle & Preferences​

  • Substances: Uses non-alcoholic drinks, appears health-conscious
  • Social Energy: Needs space between intense social interactions (mentioned needing alone time after 15-day houseguest)
  • Travel: Experienced with Tulum (been 5+ times), knows the area well
  • Food: Has high standards for dining experiences, notices quality differences

Relationship Dynamics & Social Awareness​

  • Provides insightful feedback on interpersonal dynamics
  • Understands the importance of trust-building in professional relationships
  • Recognizes how fear-based environments affect collaboration
  • Skilled at reading situations and providing strategic relationship advice

Personal Growth & Self-Awareness​

  • Previously thought she didn't want children, changed perspective through life experiences and friends having kids
  • Values personal space and alone time for processing
  • Maintains high standards while working to balance perfectionism with flexibility
  • Has learned to step back from over-planning (Tulum trip example)

Geographic Connections​

  • Denver: Maintains property and connections, friend did Tulsa Remote program
  • Austin: Well-integrated into local scene, appreciates the energy and lifestyle
  • Tulum: Familiar with area, has organized multiple trips

Interactions​

  • 2025-04-17: Accompanied Gary Sheng on a visit to Alpha School in Austin. Met with students including Sloan Price, Bella, and Caleb. Participated in discussions about Alpha School's marketing strategy and potential for a reality show/competition to promote the school.

  • 2025-06-14: One-on-one coffee meetup with Gary Sheng in Austin. Deep strategic conversation covering Gary's Alpha Schools challenges, professional philosophy, personal development through plant medicine insights, living arrangements and negotiation strategies, and relationship dynamics. Provided strategic advice about building trust and collaboration in work environments. Shared insights about customer experience design, Human Design (projector type), and life transitions. Discussed potential Wildwood collaboration and demonstrated sophisticated understanding of interpersonal dynamics. Also witnessed Gary's spontaneous encounter with an IMSA classmate.

  • 2025-06-21: Gary propositioned Brooke to help plan a major fundraising event for his newly formed company Alexander Sheng Inc (formed with Dr. Lael Alexander just 48 hours prior). Gary wants to raise up to $1 billion from wealthy oil and gas investors at Dr. Alexander's mansion in Tulsa, targeting Labor Day weekend 2025. Emphasized need for "performance art" to create FOMO among investors, describing fundraising as targeting wealthy Christians who should see investing as "divine stewardship." Gary offered to pay Brooke immediately for ideation time and proposed a July site visit to Tulsa. Brooke expressed strong interest, stating "I wanna be part of what you're doing... it's about the bigger picture. It's about, like, the actual purpose driven human that you are." Discussion covered event strategy, tiered invitation approaches, budget (potentially $100k event cost to raise $1B), and Gary's shift away from Alpha Schools due to "mediocracy." Represents potential major collaboration opportunity leveraging Brooke's aspirational event design expertise.

  • 2025-11-17: Phone call after Gary's return to Austin. Gary reached out about potentially re-engaging with Joe Liemandt/Alpha Schools to help organize a major education summit (mid-March 2026 target, during UT spring break after SXSW). Gary had attended a faith-based AI conference in Rome where Alpha Schools came up multiple times in education discussions. Brooke noted that Alpha had been hiring for events positions and that Joe reportedly needs help with events. She expressed strong enthusiasm: "I would love to," and confirmed availability. Brooke revealed Gary's impact on her professional growth, calling him her "biggest expander of 2025" who helped her expand what she thought possible with her business - her proposal for Gary was the largest she'd ever done, and subsequently sent out two more proposals over $15k. She described Gary's "expansive energy" in contrast to the "scarcity mindset" she experiences with family. Plans to meet in person later in the week. Brooke offered to help Gary with the pitch to Joe, noting "it's them missing out on you" rather than the reverse.

  • 2025-11-19: In-person meeting at Austin cafe. Deep conversation covering career transitions, spirituality, and business collaboration. Gary shared insights from recent Rome faith & AI conference where Alpha Schools was prominently discussed, reinforcing his pitch to re-engage with Joe Liemandt. Discussed creating a fractional head of events agency focused on tech companies/startups, with Gary handling lead generation and Brooke managing execution. Brooke revealed she's been "rewiring her nervous system" to not over-function for clients, now prioritizing her own needs first ("What's aligned for me?"). She expressed desire for consistent clients (3-4 retainer relationships) rather than one-off events. Gary shared his spiritual journey including working with a pastor in Liberty, Texas who has performed healings, and his realization that if he didn't worry about money, he'd focus on writing about spirituality and helping sick people. Both discussed resistance from family about their entrepreneurial paths ("scarcity mindset"). Brooke working on healthcare AI conference proposal for October. They scheduled Friday 10:30am meeting to develop agency website with 3 case studies. Gary offered to be "lead gen" partner while acknowledging events get credited to him though Brooke does the work, stating "I have good taste in people like you."

Professional Impact & Growth​

  • Gary's Influence: Describes Gary as her "biggest expander of 2025" who expanded what she thought was possible with her company
  • The proposal she created for Gary was the largest she'd ever done in her own business
  • His "expansive energy" inspired her to send out subsequent proposals over $15k
  • Appreciates how Gary brings a vision that contrasts with the "scarcity mindset" she encounters elsewhere
  • Business Evolution: Actively "rewiring nervous system" to stop over-functioning for clients
  • Learned to say no to misaligned opportunities: "if this isn't in alignment, this isn't in alignment"
  • Took 5 years of being on her own to prioritize her needs over client demands
  • Now working at sustainable capacity (80%) when rates don't justify over-delivery

Notes​

Brooke demonstrates exceptional emotional intelligence and strategic thinking about both personal and professional relationships. Her background in experiential marketing has given her sophisticated frameworks for understanding human psychology and creating memorable experiences. Her recent personal insights through plant medicine and life experiences show ongoing growth and self-awareness.

Her "projector" Human Design type manifests in her preference for being invited into situations rather than self-promoting, which aligns with her professional success in being recognized for her expertise. She provides valuable strategic counsel to others while maintaining clear boundaries about her own energy and involvement.

The combination of her high standards, visualization abilities, and relationship skills makes her particularly valuable for projects requiring both strategic thinking and experiential design. Her real estate savvy and negotiation skills demonstrate practical intelligence beyond her creative and interpersonal capabilities.

The mutual respect and professional synergy between her and Gary is evident - she values his expansive thinking while he respects her expertise in experiential design. Their collaboration on both the Alpha Schools education summit and the new fractional events agency represents strategic opportunities to leverage both of their strengths. Gary acknowledges that his reputation for events comes from "having good taste in people like" Brooke, while she credits him with expanding her business vision beyond previous limitations.

Spiritual Alignment: Brooke demonstrates a faith-based approach to business, asking God to "show me this person through your eyes" when struggling with relationships. She recognizes divine orchestration in connections and opportunities, believing that rejection leads to better alignments: "if someone says no, then something else says yes."

Transcripts​

transcript-iddateone-line-summary
2025-06-14-gary-sheng-brooke-joy-strategic-life-conversation2025-06-14Gary Sheng & Brooke Joy Strategic Life Conversation - June 14, 2025
2025-11-19-gary-brooke-joy-career-collaboration2025-11-19Career strategy discussion, fractional events agency planning, and spiritual business alignment
2025-11-17-gary-brooke-alpha-schools-education-summit2025-11-17Exploring potential Alpha Schools education summit collaboration, with Brooke crediting Gary as biggest expander of 2025
2025-04-17-alpha-school-visit-with-eddie-dunn2025-04-17Alpha School visit tour and discussion about promoting the Alpha model
2025-06-21-gary-sheng-brooke-joy-alexander-sheng-inc-event-planning2025-06-21Gary propositioned Brooke to plan $1B fundraising event for Alexander Sheng Inc at Dr. Alexander's mansion