toth shop trends: june 2025

Crawford Wentink
Jun 5
3 min read

hi, it’s me crawford wentink, toth shop’s director of ops, tapping in for this month’s trends.

june is my birthday month, and around here, that means i’m up to write it; it’s a toth shop tradition. and speaking of traditions, my family has many when it comes to birthdays. one of my favorites? the balloon fairy. not the tooth fairy — even better. the balloon fairy shows up the night before your birthday and fills your house with balloons, tucked into corners and floating down the stairs. it’s a small thing that somehow makes the whole day feel more special.

so, while i’m not the writer of the group, i’m still showing up with my own version of the balloon fairy — a few thoughts, a little color, and hopefully something that sticks.

xx,

crawford

learning is uncomfortable — but so is staying stuck.

i’ve always thought i had a black thumb. no plant was safe. but when we moved into a new house, we inherited this beautiful, fully grown garden — and i didn’t want to be the person who let it all die.

i didn’t grow up gardening. my grandma was incredible at it, but my mom wasn’t into it. so it was a skill that was never passed down. at our new house, i had to start from scratch. i’ve been learning from a neighbor, asking the local garden center a million questions, and figuring out what needs to be watered when.

it’s still intimidating. but here’s what i’ve realized: it doesn’t take a green thumb. it just takes time. and curiosity.

and it made me think, how often do we avoid trying something new because we’re afraid we won’t be good at it? in copy, in business, in life?

you don’t have to be great to begin. you just have to be willing to start.

what clients really want is confidence

i’m often part of the first conversation a potential client has with us. they come in asking for a new deck, stronger messaging, or a refreshed website — and on paper, that’s what we deliver.

but after years of hearing these conversations, a pattern has emerged: behind the request is something deeper.

what they’re really looking for is confidence.

confidence in how they sound. confidence in how they show up. confidence that what they’re building matters. and that others will see that, too.

the tools and the strategies may change from project to project, but the goal is almost always the same: clarity that leads to confidence. when that’s in place, the rest moves faster. decisions come easier. teams align. the message sticks.

stay in your lane — and own it.

someone in my COO group recently shared a post comparing cookout and chick-fil-a.

cookout has a huge menu, long hours, and endless options — and makes less. chick-fil-a keeps it simple, closes on sundays, and makes more.

i know that model well. my father-in-law opened the first chick-fil-a in north dakota, and my husband spent 15 years with the company. i’ve seen firsthand that it works — not because they do the most, but because they do what they do really well.

it’s a reminder i come back to often: more isn’t always better.

in work, in branding, in life — there’s value in knowing your lane. in saying no. in choosing clarity over complexity.

discipline is a strategy. and so is simplicity.

READ THE POST

One Dark Summer

by Saskia Sarginson

currently listening to:

one dark summer by saskia sarginson (but this has probably changed since writing this as I go through an audiobook a week!)

BUY THE BOOK

best feeling in the world:

it’s tied between finishing an orangetheory workout (or any workout for that matter) knowing you did your all out best OR enjoying the first cup of coffee outside on a crisp morning.