How Well do you know heather greene?
You probably know she's a rockstar distiller.
She’s the Greene in Milam & Greene Bourbon, and the author of that one book about whiskey you keep behind your bar.
You know she wears cowboy boots, jeans, and has badass energy—but did you know she has a favorite truck?
Maybe you do. Probably not.
Because no whiskey writer ever asked her the right questions. No PR agent ever thought it was germane to her messaging.
None of the bloggers, none of the podcasters, none of the whiskey bros ever looked any deeper than the label on her bottle.
You don’t know anything about Greene’s 1964 Dodge Ram
Greene’s story was in pieces
It was scattered across dozens of publications. It existed in fragments—a hype-driven post here, a 500-word PR piece over there, news stories reporting her many accomplishments like bullet points in a listicle.
To get a clear picture, you’d have to pull stories and reports from all over the internet (if you could find them) then piece the whole thing together like a jigsaw puzzle—and even then you’d only have a fractured idea of what makes Heather Green get up in the morning.
in her interview for All American Whiskey
the writer asked the same questions everyone else did; he lobbed lighthearted softballs designed to entertain the reader and maybe get a cool quote.
All except one.
One of his questions made her pause: Describe the moment when you realized life is beautiful?
She got quiet.
Then she told the story of her favorite truck.
There’s something about that memory
Something about the depth of her reflection as she walked around in it that stayed with the writer.
Years later, he asked that question again and the story unfolded into an enduring image that has become the foundational metaphor for nearly every story since.
Every reporter doing their due diligence on Heather Greene references that feature profile. It is the cornerstone of her narrative.
Heather’s story used to exist as a string of small islands; now it’s a continent of meaning.
much like Heather’s, is more than likely a pile of puzzle pieces. How someone sees you depends on how they compile your character from those jigsaw fragments scattered across the net.
That’s where your story starts—wherever they land.
It’s a professional identity crisis because anyone could confidently and fairly ask, after hopping from tiny island to tinier island: who are you really?
Your online narrative
The concept behind executive feature profiles is simple:
To Promote depth over frequency.
Social media posts, op-eds, and white label articles get your name out there, but they’re necessarily shallow. They make a big splash because they’re only an inch deep. Barely room for a single idea. Just big enough to carry a quote, but they don’t say a damn thing about you. They don’t carry the weight to anchor your story.
They don’t know about your favorite truck.
Bull Garlington asked Heather Greene the truck question
then wrote the 5,000-word executive feature profile that’s protected Greene’s narrative foundation ever since.
For more than fifteen years, Bull’s been writing about the intangible assets professionals can and should develop into their superpowers.
His books, columns, and whiskey writing have earned prestigious awards and his monthly column, Analog Attorney, is on the front page of the seminal legal industry site, Attorney at Work.
His short stories and poetry have appeared in top literary magazines, and his novels remain properly undiscovered to this date.
He is Old School. Vintage. Hair on fire with ideas and when you sit down with him to talk, he will employ that greatest of talents, the one true thing he does better than anyone: he will listen.
Lit Mags
Mr. Bull (no relation), LowLife Lit, Thin Skin, Dissections, SLAB, Bathhouse, The Dead Mule School of Southern Literature.
Books
Fat in Paris; The Platinum Level Transluminal Vacation Package of Your Dreams, King of the Road, The Gravity Harp, The Full English, Death by Children, The Beat Cop's Guide to Chicago Eats.
Awards
John Barleycorn, ASCOTS, IndieFab, Midwest Independent Publishers Awards, Parenting Media Association.
Partnerships
Trusted by websites, publishers, and organizations for content, including Attorney at Work, Health Food Radar, Fooditor, The Local Tourist, and more.
You can’t control what’s written about you.
You can, however, determine where writers start.
An executive feature profile is too big to ignore, too thorough to dismiss. It naturally shapes the narrative, becoming your authoritative portrait for years after publication, informing not only writers but top candidates looking into your company, Committee chairs considering your nomination, and angel investors thinking about your next series of funding.
“My feature profile has led directly to bigger speaking gigs, deeper magazine profiles, and more clients at the level I prefer. Talking to Bull was less like an interview and more like a conversation with an old friend.
Or therapy.”
—Heather Greene.
Bull doesn’t multi-task.
He works for one client at a time from the first call until the story’s done. For six to eight weeks, you will have his undivided attention.
When it’s all over but the shouting, you will possess a singular and rare thing: your whole story told well in a bespoke magazine style executive feature profile that takes the reader behind the curtain of your online persona to reveal who you really are.
It humanizes you, normalizes you. It makes you real.
How would your market react
to a 5000-word profile developed with the rigor of journalism and the narrative fluidity of literature?
If you believe—as we do—that it would stand up and applaud, then schedule a meeting.
We promise a good conversation and who knows, it might be the beginning of the redefinition of your career.
Journalistic Method.
An Executive Feature Profile is built using the toolkit of a journalist, meaning the writer endeavors to be impartial in research and execution, and to remain detached from the subject. It means rigorous fact-checking, broad investigation, and the drive to get the perfect headline. The focus is on facts, logic, and the Chicago Manual of Style.
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Literary Insight
The story within the profile is developed over time using the same attention to rhetorical craft, and employing all the instruments of a novelist. This means creative non-fiction, deep character development, attention to the narrative through-line, and a priceless faculty for discovering the enduring image that may come to define you.
[Learn more]
FAQ
ask me
anything
Isn't this just a vanity project?
*No, it is not. An executive profile is a strategic document, similar to a white-paper. It’s not a puff piece and it’s not padded with empty P.R. language. It’s also not yours. We’re in a partnership, but ultimately the text belongs to EWS. You have no say in what we write. That’s not a vanity piece. It’s an in-depth, impartial, deep dive, high-pass feature-length article.
Can't I just use A.I.?
*Sure. But your copy won’t have a single syllable of originality. ChatGPT is cute, but it can’t think. It can’t observe you. It has no intuition and zero insight. Our profiles are A.I. proof, non-generic, and completely original.
Can you help me position my ‘non-traditional’ career path as a strength rather than having to justify why my journey looks different from my counterparts?
*Yes. A feature-length profile digs deep into your narrative to reveal the value of your origin story. This is the well of experience that washed over you, that gave you that radioactive spider bite that became your superpower. It’s only non-traditional to people who are obsessed with tradition, and they don’t work in your niche anyway. Our writers can tune your story to turn that winding path to success from a detour into a journey of discovery, positioning you as a non-traditional thinker.
How do we strike a balance between demonstrating competence and maintaining likability—especially since research shows women face this trade-off more than men?
*We talk about it. This is your story. Your declaration space. Tell the story of overcoming this obstacle. Tell us about the time you managed to run a complicated project across multiple teams in multiple businesses and kept your cred, even making new friends from the experience. This is a teaching moment, a space where you get to provide mentorship to other women in leadership who may be at the bottom of this very same mountain.
How do you address imposter syndrome in your writing—helping me own my accomplishments without feeling like I’m over selling myself?
*You’re not selling yourself. We are. We talk about your accomplishments, placing them in context from the position of story tellers and journalists. We know exactly how executive achievements and career highlights need to play, how to relate complex leadership execution and strategy in a way that’s easy to understand in a story that’s a rewarding, engaging read. This reflects and magnifies your innate authenticity without ‘magnifying your innate authenticity.’ Enumerating accomplishments is often a high wire act with no net. We’re not delivering resume copy, we’re not gonna shoot your story full of bullet points.
What’s your approach to positioning me as a thought leader in my industry when I’m still establishing my voice and credibility in this new role?
*There is no better way to galvanize the message of your mission than talking about it from a position of authority. Your voice isn’t diminished by being new—that’s your strength. You bring a fresh take on industry standards, on execution, on management. With the help of our writers, you’ll create the perfect platform of proof.
We’re a one-of-a-kind writing service combining journalistic method with literary insight to create career defining executive profiles.
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Contact
- Chicago
- (773) 480–0121
- Mon-Thur 10am-7pm