Removery's Culture Secret: Insights from Co-founder Carmen Vanderheiden Brodie
It's hard to remove passion and purpose
Sunday Series, June 1st, 2025
Carmen Vanderheiden Brodie, Co-Founder, Removery
Where profit meets purpose and impact
A Second Chance on Skin and Life
Carmen shared the deeply moving story of Removery’s INK-nitiative, which is their commitment to offering free tattoo removal for two key groups:
Cancer patients with radiation markers.
Formally incarcerated individuals whose visible tattoos might hinder their ability to re-enter society, secure employment, or simply feel unburdened by past choices.
Imagine a formally incarcerated individual, years out of prison, trying to build a new life. They're interviewing for jobs, but the prominent gang tattoo on their neck or face immediately creates a barrier, a silent judgment that screams "past" louder than any words. They carry the weight of that visible mark, a constant reminder of a time they're desperately trying to leave behind. Through Removery's INK-nitiative, they receive free treatments, removing this visible barrier. Carmen spoke about the profound emotional transformation she witnesses: the individual standing taller, the confidence returning, the tears of relief as they realize they finally have a true second chance, unburdened by a visible past. It's not just about removing ink; it's about removing stigma, restoring hope, and literally changing lives.
Suggestion: This anecdote powerfully demonstrates that true social impact often extends far beyond financial donations. It's about leveraging your core business service to address critical societal needs and create tangible, life-altering change. It shows that purpose isn't just a marketing buzzword; it can be deeply embedded in the operations of a company.
How to apply or put this principle into practice:
For Businesses: Think beyond traditional corporate giving. How can your specific product or service be directly applied to solve a social problem or help a marginalized community? If you run a clothing brand, could you donate excess inventory to shelters? If you're a tech company, could you offer pro-bono coding classes to underprivileged youth? Look for the intersection of your expertise and a community need.
For Individuals: Consider how your skills and resources can be used to make a direct, practical impact. It's not just about donating money, but also about donating time, expertise, or even a specific service you are good at to those who need it most. Can you offer free resume writing, tutoring, or legal advice to those facing barriers?
"You see people really, you know, stand taller, and they get jobs. I mean, it's really changing people's lives." - Carmen VanderHeiden Brodie
10 Hard-Hitting Takeaways from my conversation with Carmen that you can apply to your life and business today!
Spot a Need, Fill a Void [02:42]: Carmen noticed people were emphatically looking for tattoo removal in her med spa. Implication: Pay attention to everyday problems – they might be your next big business idea. Application: What frustrations do you or people around you experience? Could you create a solution? Think of Spanx, born from a woman's discomfort with pantyhose.
Leap of Faith, Not Fear [00:18]: Carmen bet it all! She sold her house to buy her first laser. Implication: Sometimes, you need to go all-in. Application: What's a calculated risk you've been avoiding? Starting small is okay, but don't let fear paralyze you.
Tech is Your 6th or 7th gear [03:50]: A new laser technology revolutionized Carmen's business. Implication: Stay updated with advancements in your field. Application: What new tech could boost your productivity or offer a better service? Consider AI tools for marketing, for example.
Scale Smart, Not Just Fast [04:11]: Early expansion attracted investors. Implication: Growth needs a plan. Application: If you're expanding, do you have the infrastructure to support it? Seek advice from mentors or advisors.
Trends are Your Friends [08:20]: Changing attitudes towards tattoos helped Removery's growth. Implication: Understand your market's evolution. Application: What's changing in your industry? Are you adapting? Think about the shift towards sustainable products.
Purpose Beyond Profit [18:24]: Free tattoo removal for cancer patients and formerly incarcerated individuals. Implication: Doing good is good for business. Application: How can your business give back? Think, TOMS Shoes' "One for One" model is a compelling example.
Culture Eats Strategy for Breakfast (Peter Drucker was right) [31:31]: A judgment-free zone for everyone. Implication: A positive workplace attracts and retains talent. Application: How can you foster a more supportive environment at work? Think about Zappos' legendary customer service culture.
Instinct + Hustle = Success [35:10]: Carmen doesn’t have a business degree, just common sense, passion and hard work. Implication: Passion and dedication are powerful. Application: Are you truly passionate about what you're doing? If not, it might be time for a change.
Know Your Customer Intimately: Removery caters to a wide range of needs, from "enthusiasts" to those seeking full removal. Implication: Don't treat your customers as a monolith. Application: Do you truly understand your different customer segments? What are their unique needs and motivations?
Build a Brand with a Mission: Removery's commitment to social good attracts passionate employees. Implication: People want to work for companies that care. Application: What values does your company stand for? Are you communicating them effectively? If so how?