Founder, Amanda Avutu on a Good Reason

by Amanda Avutu



I couldn’t shred a carrot—that’s how weak I was. And I was craving a carrot, lime, and raisin salad because I was finally hungry, damn it! Three months earlier, I’d been preoccupied with rebooting the business I’d started in 2001, and which I’d tapered to a trickle around 2008 so I could spend more time with my then-young child. The cold, a minor annoyance at first, had morphed into a pervasive virus that left me bedridden. Eventually, I found myself rebooting more than just my business, and definitely not in the ways I’d previously envisioned.

While Good Egg Branding didn’t come into this world because of a nearly thwarted craving for carrot salad (eventually my husband endured my instructions, because I know enough to ask for help), it grew in my mind during the time I was sidelined.

I passively distracted myself from the feelings of feebleness, uselessness, and terror, (not a “ness,” but you can’t forget the terror)—with the entire Gilmore Girls series and a good deal of Felicity. As the surprise debilitation stretched on, the imperative to restart the business became farcical—I wanted to give my daughter a bath. I wanted to read my son a book. I wanted to whisper with my husband after bedtime.

Don’t get me wrong, I love copywriting. I’m a storyteller. Whether creating fairytales for my kids, drafting my novel (forever drafting!), or crafting a client’s content, I can’t help but tell stories. But lying there, thinking of spending the healthy days that I sure hoped were on the horizon writing “copy” for “businesses,” was just not going to cut it. When I finally stepped away from Lorelai and Rory, Felicity and Noel. . .and Ben, I wanted to do something that I could truly be proud of.

Once I got out of bed, I promised myself, I was going to make that salad for myself. I also promised myself that I was going to launch Good Egg Branding so I could tell stories, yes, but specifically good eggs’ stories. Because there are people out there who want to make a difference, not just a profit, and I want to make a difference with them.


Welcome to One Good Egg, the Good Egg Branding blog. We’re writers helping social entrepreneurs discover, articulate, and shout their brand stories from the urban-farmed rooftops. We do this because we believe that one good egg can have one hell of an impact. Here we share insights, stories, and advice for (and about) people looking to make a profit and a difference.


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