• by Erin Everhart , Staff Writer, April 22, 2026

I love when I find a brand that genuinely surprises me. That moment when you see it and think: Wait, this is different. Why didn’t someone do this sooner? 

Now, I’m not an early adopter. I envy the people who can spot brands before the rest of the world catches up. Even more, I envy the people who then build their stories around them.

Lindsey Kling has built her entire career chasing that feeling.

She was at Uber in 2015, back when the idea of getting into a stranger's car on purpose was frowned upon. She moved to Away when it was a 3-year-old company, well before it was commonplace at airports across the country. Now she's SVP of Brand Marketing and Partnerships at Coterie, a diaper brand that sounds like a simple product but becomes the most important decision you make seventeen times a day when you’re a new parent.

Tech, travel, baby: On paper those don’t have a lot in common, but Lindsey isn’t chasing industries. She’s chasing great products whose story hasn’t been told yet. And then she helps tell it in ways that turn challenger brands into household names.

What does it take to spot a brand worth betting on? How do you build your own career brand in an industry that moves fast? Find out in this week’s Brand Insider: BTS.