Alyssa Moore

I am, by most measures, bad at picking a lane.

I started in Los Angeles as a music journalist under a pen name — because being a 20-something woman writing about rock music in 2015 felt like a thing you needed armor for, and a fake byline was the cheapest armor available. I co-founded a magazine called Inspirer. I interviewed people who’d rather not be interviewed, traveled 35,000 miles in a year, and learned that most charisma is a trick of the light.

Then I dropped the pseudonym, came home to Texas, and spent the next decade in Fortune 50 corporate communications, shaping internal and external narratives.

Now my wife and I have found our way back to the small rural county where my family has been for 6 generations. We’re raising the seventh. We opened an outdoor store inspired by my great aunt and uncle’s original mercantile in the same county that opened in 1903. We purchased 120 acres, and I’m trying desperately to keep plants alive. I write about it and other things on my substack—The Relaunch.