A New Thing LLC — Brand & Growth Advisory
Your next level of growth is closer than you think.
Let’s go get it.
We design culturally and commercially relevant strategies, programs, and experiences that move your business forward.
Who's Behind This
Lydia Smith built her 17+ year career as an executive inside the brands she now advises. At Victoria’s Secret, she led the launch of the first adaptive bra line in company history, debuting at New York Fashion Week. Her insight doesn’t just come from theory. It comes from having held the seat and done the work.
She built A New Thing to bring that same operator rigor to companies ready to unlock new growth by connecting cultural insight, commercial strategy, and the people who bring it all to life.
How We Work Together
Somewhere in your business, real revenue is sitting untapped.
Strategy & Management Consulting
Growth strategy and go-to-market work built for how fast culture moves.
Program Strategy & Design
Programs and experiences strategically designed, built, and launched, with the infrastructure and internal capacity to sustain them.
Executive & Personal Coaching
One-on-one advisory for leaders navigating growth, market change, and commercial pressure at the top.
You can feel the opportunity. What's missing is a strategy that connects where culture is headed to where your commercial plan is actually pointed.
That's the gap A New Thing exists to close. Here's how:
Who We Are
The bridge between culture and commerce, built to last.
A New Thing is a growth strategy and executive advisory firm built on one belief: culture and commerce belong on the same strategy, not in separate conversations. We connect the two to build growth strategies that are culturally relevant, commercially sound, and designed to last beyond the engagement.
We partner with growth-stage and established organizations ready for what's next. Together, we turn opportunity into strategy, strategy into action, and action into the internal capability to keep growing long after we're gone.
Let's Connect
Contact us. Send us an email or book a discovery call.