Team
Kristin
Co-Founder, Marketing Strategist & Operations Lead
Kristin Williams is a systems thinker and marketing strategist with a gift for turning big dreams into executable plans. With a degree in Entrepreneurship and Small Business Management, Kristin has spent over a decade helping small businesses clarify their vision, align their messaging, and build brands with purpose.
She thrives at the intersection of strategy and heart—crafting marketing frameworks that are authentic, scalable, and deeply personal. Whether she’s mapping out a full content funnel or mentoring a founder on brand direction, Kristin brings a rare mix of warmth, clarity, and executional excellence.
As co-founder of What Will Last, Kristin leads operations and client strategy, ensuring that every project moves forward with precision and care. She’s the first person many clients talk to, and the one they trust to help them grow without losing themselves in the process.
Michael
Co-Founder, Creative Director & Brand Strategist
Mike Williams is a brand strategist, storyteller, and visual creator who helps people and businesses articulate what truly matters. With a background in Arts Technology and a natural eye for design and emotion, Mike blends photography, film, and intentional writing to create content that resonates deeply.
His strength lies in drawing out the essence of a story—whether it’s a personal brand, a family legacy, or a business vision—and crafting visuals and narratives that reflect lasting values. Mike’s approach to creativity is grounded in meaning: he believes that great marketing doesn’t just sell, it builds trust, invites connection, and honors the things that were made to last.
As co-founder of What Will Last, Mike brings clarity to complexity, guiding clients through thoughtful visual storytelling and content strategies that are both beautiful and effective. He’s also the heart behind much of the lifestyle-driven content the brand is known for—documenting family life, craftsmanship, food, and the quiet strength of intentional living.