Imagine you're hiring a contractor to remodel your kitchen.
 

You flip through a local tourism magazine and inside you see an ad offering "10% Off First Bids" next to a phone number and a shoulder-cropped headshot of the business owner. It's 3:00pm, your kids hop in the car after school so you toss the magazine on the floor beneath the passenger seat where later, you scoop it up (along with chip bags and cans of empty Spindrift), tossing it in the recycling.

The following day you check the mail. Inside is another local magazine, but this time, it's been delivered straight to your home. You flip through it over a cup of coffee (ok it's a matcha, who are we kidding) and land on a gorgeously shot image of a contractor in action––laying tile in an impressively modern kitchen beside three swoon-worthy photos of his prior work. Amongst the photos is a story, in which you read that his grandmother taught him to cook his world famous paella––which is why he loves kitchen remodels––that his father passed down a passion for the trades––keeping him out of student debt (meaning he can take on projects he "truly cares about,")––and why he, like you, calls the Sierra Foothills home.