Better instincts
for modern brands.
Good Instinct builds and advises consumer ideas, digital products, and brands with sharp strategy, cultural sense, and a bias toward making things real.
About
Part studio.
Part advisory.
All instinct.
Good Instinct is the home for projects, products, and advisory work led by Alicia de la Piedra. It exists for ideas that sit at the intersection of consumer behavior, brand, growth, and digital culture.
Some are built from scratch. Some are shaped alongside founders. All of them start with the same question: does this feel useful, timely, and worth making?
What we do
Three modes of working.
Built, advised, or sharpened — every engagement leans on the same instinct for what's worth making.
Build
Original apps, tools, and consumer concepts developed from the ground up.
Advise
Brand, growth, marketing, and product guidance for founders and early-stage ideas.
Sharpen
Positioning, messaging, user experience, and go-to-market thinking that makes an idea clearer and more usable.
Selected work
Projects with good instincts.
5 projects
- 01
Good Questions
App / Conversation
A conversation app that helps people move past small talk with prompts that learn what kinds of questions they like.PrototypeView project → - 02
SearchViz.ai
AI Search Visibility
Product consulting for an AI search visibility tool, advising on the features, workflows, and reporting a brand-side growth leader would want as a client.In developmentView project → - 03
Talk2Students
Advisory / Education
Ongoing founder advisory across brand, growth, marketing, and business foundations for a student-focused platform in its earliest stage.Active advisoryView project → - 04
Fine Print
Consumer / Apparel
A witty apparel concept built around tiny text, sharp one-liners, and wearable opinions people stop to read twice.ConceptView project → - 05
Gift Giving App
AI / Consumer Utility
An AI-powered gift recommendation app designed to remember important dates, understand people's taste, and make thoughtful gifting easier.ConceptView project →
How we think
The filter is simple.
Five questions decide what gets built, advised, sharpened, or quietly put down.
- 01Would I use it?
- 02Does it solve a real behavior?
- 03Can it be explained simply?
- 04Does the brand have a reason to exist?
- 05Can it become something real?
About Alicia
Strategy shaped by real consumer behavior.
Good Instinct is led by Alicia de la Piedra, a growth and brand strategist with experience across beauty, fashion, wellness, lifestyle, media, and technology. Her work connects paid media, customer acquisition, brand positioning, digital behavior, and product clarity.
Alicia brings a practical lens to creative strategy: what people understand, care about, click on, come back to, and actually use.
Areas of expertise
- Growth strategy
- Paid media and acquisition
- Brand positioning
- Consumer behavior
- Product feedback
- Messaging and go-to-market
- AI search visibility
- Early-stage idea development
Advisory
For founders, brands, and ideas that need sharper direction.
Good Instinct works with select founders and early-stage projects on brand positioning, growth strategy, product clarity, messaging, customer experience, and go-to-market thinking.
Start a conversation→- 01Brand positioning→
- 02Growth and acquisition strategy→
- 03Product and feature feedback→
- 04Messaging and website direction→
- 05Consumer journey review→
- 06AI search visibility advisory→
- 07Founder brainstorming and idea development→
Contact
Have an idea worth sharpening?
Reach out for advisory, collaboration, or to talk through a project.
hello@goodinstinct.ai