How a pair of Crocs killed the deal 🚩

What your outfit says before you do

May 21, 2025

Freddie Pullen, a Millennial Master, and host of The Healthy Hustle, brought personal branding expert Kelly Lundberg on his podcast, and within minutes she’d said what I’ve always secretly thought: Crocs are a dealbreaker.

Not just ugly (sorry, they are), but a total mismatch for anyone trying to be taken seriously in busines (I’ve never owned a pair). Since uni, I’ve stuck to one rule: dress like the person you want to be.

So hearing Kelly tell the story of how she actually turned down a business opportunity because the guy showed up in Crocs (socks included) was vindicating:

“Someone asked to go into business with me, we’d only exchanged emails. When we finally met in a hotel lobby, he strode over in shorts, a T-shirt, socks… and Crocs. And not just Crocs. Socks and Crocs. My gut reaction was: absolutely not. I actually questioned myself: should how someone dresses really impact whether you do business with them? I second-guessed that instinct, went ahead with the meeting, even flew to South Africa for the partnership. It was a total disaster. That was a turning point for me. Never trust a man, or woman, in Crocs.”
— Kelly Lundberg

Business deal breaker? Socks and Crocs. Just ask Kelly Lundberg. *Illustration: ImageFX/MM*

Kelly didn’t bash the founder uniform, she gets it. T-shirts are easy, familiar, and say “I’ve got work to do.” But she was quick to add: branding is about alignment. If your pitch is slick and your outfit says “I’m just winging it,” what message actually lands?

Some big-name podcasters now record in socks. Even when Michelle Obama came on dressed for the occasion, he was in socks. Kelly’s take? Match the energy of your guest or your host. Presence matters: and if someone shows up with it, so should you.

Kelly broke it down brilliantly. What you wear isn’t the whole story, but it’s the start of it. And if your brand doesn’t speak before you do, someone else’s will.

Here are the sharpest lessons from Kelly, who also wrote a book about personal branding called Deseed The Lemon👇🏻

— Millennial Masters is sponsored by Jolt ⚡️ reliable hosting for modern builders

Style, tone, presence: Kelly Lundberg’s playbook

1️⃣ First impressions start before you open your mouth

Kelly says people always judge a book by its cover. That’s not rude, it’s real. Whether it’s a podcast guest or a pitch meeting, your clothes, posture, tone, and energy are all saying something before you even speak. Her rule? Always look presentable, even if it’s not “your style.” Crocs are not presentable. Period.

💡 What you wear talks before you do.

2️⃣ Consistency builds trust. Look the part.

Kelly doesn’t care if you’re in high street or high fashion, but it has to match the rest of your brand. If your videos are polished and your emails are sharp, but you show up like you’ve just come back from a dog walk, the mismatch kills credibility.

💡 Consistency is the real flex. Don’t be slick online and sloppy in person.

3️⃣ Style won’t save you if you can’t speak

One of Kelly’s biggest branding turn-offs is people who dress the part but can’t hold the conversation. “You’ve got to look the part and sound the part,” she says. That includes voice tone, clarity, energy; and yes, avoiding dull openers like “Hope you’re well.” (more on this in a moment)

💡 If your voice and your vibe don’t match the suit, you’re just playing dress-up.

4️⃣ Brand impact starts with emotional impact

Branding is how people feel when they meet you, hear you, or look you up. Kelly says even your voice notes, email tone, and background choices on Zoom build (or break) trust. Blurred backgrounds? A big no for Kelly. They signal you haven’t thought it through. Her advice: be intentional, and make your brand feel like you, not a generic avatar.

💡 People won’t remember every word you say, but they’ll remember how you made them feel.

5️⃣ Stop saying “Hope you’re well.” Seriously.

Guilty as charged (sometimes) 😅. But Kelly’s biggest ick is emails that open with that line. It signals zero effort, no intent or connection. Want to stand out? Kelly says to start with something real: a question, a comment, a shared moment. Your brand isn’t just on LinkedIn, but in every inbox too.

💡 Your first line is your first impression. Don’t waste it with filler.

Presence over polish

You don’t need designer shoes or a custom wardrobe to build trust. But you do need awareness. Of how you look, how you sound, and how you make people feel.

Kelly’s take is clear: in a world flooded with content, it’s how you show up, not just what you say, that people remember.

And no, Crocs still don’t count, even if they’re limited edition.

Still saying “Hope you’re well”? Pass this on.

P.S: Here’s Freddie’s episode with Kelly