The Warm Edit founder seated on the floor with a book in a living space.

About The
Warm Edit

I help capable people cut through noise and see what actually matters.

The Background

I'm Sondra Wiener—the strategist behind The Warm Edit.

I've spent 20+ years in brand strategy and product development, working on collaborations for major entertainment properties (Bridgerton, Stranger Things, Love is Blind), leading product strategy and design and development at companies like Hasbro and YETI, and translating storytelling into tangible brand decisions.

My job was always: see through complexity, know what matters, make the call.

See select projects → sondrawiener.com/projects

Why The Warm Edit

I kept noticing a pattern with founders: incredible ideas, but unclear execution. Too many directions. Too much advice. Not enough discernment about what actually serves their vision.

They didn't need more strategy. They needed strategic clarity.

The Warm Edit is where I do that work.

I offer focused Clarity Sprints for founders who are stuck—whether it's brand positioning, AI overwhelm, or execution clarity.

Same lens I used in corporate strategy.
None of the corporate complexity.

The Methodology

Most people don't need more. They need less—but better.

An edit removes what doesn't serve and amplifies what does. It's about discernment, not addition.

"Warm" because strategy shouldn't feel cold. Clarity shouldn't feel clinical. The best decisions come from combining rigor with humanity.

The Warm Edit Approach

  1. See what's creating noise

  2. Name the actual constraint

  3. Make the decision

  4. Define the clear next move

Not frameworks. Not templates.
Strategic clarity work.

Behind the Content

You might know me from @sondraw on TikTok and Instagram, where I explore design thinking through everyday spaces—coffee shops, retail, travel, culture.

That's The Taste Edit: my observational lens on why certain brands, spaces, and experiences work.

It's the same discernment I bring to strategic work. I just apply it to different contexts.

Video still of The Warm Edit founder speaking about place, design, and atmosphere.
Interior of a cozy cafe with wooden furniture, potted plants, and natural light from a window, featuring decor and a casual atmosphere.
Two women in conversation outside a building during an on-location interview.
The Warm Edit founder reviewing about the Starbucks location Seoul, South Korea.

Let's Talk!

If you're stuck and need strategic clarity, let’s talk. We’ll figure out if I can help.

Book A CALL

See my previous work: sondrawiener.com/projects