We Tapped 3 Foodies for Work-From-Home Meals to Whip Up With Pantry Staples

Photo: Courtesy of RASA

Working from home makes you miss things like chatting about “White Lotus” over lunch with your coworkers. But just because you’re WFH with no one to discuss the finale with doesn’t mean that you shouldn’t take that lunch break. Whip up something delicious with these easy recipes made with ingredients you probably already have at home.

We tapped Mia Rigden of RASA, Wendy Lopez and Jessica Jones of Food Heaven, and Gaby Dalkin of What’s Gaby Cooking and asked them to share their go-to work-from-home recipes—and it’s safe to say they did not disappoint. From everything-but-the-kitchen-sink soup to not-so-boring pasta, you’ll be eating well this week.

Kitchen Sink Soup

An excellent way to make the most of unused produced that’s sitting in your crisper drawer, this soup, courtesy of Mia Rigden, a nutritionist and the founder of RASA, is nutritious, flavorful, and a perfect way to reset. Make a big batch and freeze leftovers so you’ll always have a healthy meal on hand.

Instructions:

1. Heat coconut oil or ghee in a Dutch oven. 

2. Add onions and garlic, stirring until fragrant, then add vegetables and stir for a minute or two longer.

3. Add broth then enough water to cover the vegetables (about two cups). Let simmer for 20-30 minutes and puree in a high-speed blender (or with a hand blender) until smooth. 

4. Season as desired and serve with a squeeze of lemon, a splash of olive oil, and some sea salt

For a step-by-step tutorial, watch the Ask an Expert Live segment via Create & Cultivate’s Instagram here.

Mia Rigden

Nutritionist and founder of RASA

Turmeric Vegetable Fried Rice

This recipe puts a colorful spin on traditional fried rice with extra anti-inflammatory power! Wendy Lopez and Jessica Jones, registered dietitians, certified diabetes educators, and the founders of Food Heaven, bring us this easy and delicious way to make the most of super-spice turmeric!

Instructions:

1. When cooking your brown rice, add 1/2 tablespoon of turmeric to the boiling water, and cook as per package instructions. Set aside once done.

2. In a large pan, heat the sesame oil, and add the onions. Sauté for 1-2 minutes over medium heat.

3. Add in the eggs, and cook for 1-2 minutes.

4. Then add in the mixed vegetables, 2 cups of cooked turmeric rice, and the soy/tamari/aminos.

5. Cook over low heat for 4-5 minutes.

6. Turn off the heat, and mix in the cabbage and sprouts. Add salt, to taste, and top with scallions. Enjoy!

Recipe Note: The vegetables in this recipe are totally flexible and you can use whatever frozen/raw veggies you have stocked in the fridge. 

Wendy Lopez and Jessica Jones

Registered dietitians, certified diabetes educators, and founders of Food Heaven

Calabrian Chili Pasta

Pasta, our fave go-to for easy dining, doesn’t have to be boring! Gaby Dalkin is a trained chef, recipe developer, entrepreneur, and the founder of What’s Gaby Cooking, shows us how to spice up the pasta you are probably eating for the millionth day in a row.

Instructions:

1. Fill a large pot with water and bring to a boil. Cook the Cassarecce according to the package directions. Once al dente, drain the pasta, reserving 1 cup of pasta water for future use and set aside.

2. In a large sauté pan, add the olive oil and heat over medium heat. Add the garlic and sauté for 30 seconds until fragrant. Add the lemon zest (saving the lemon juice for later) and sauté for 15 seconds. Add the Calabrian hot pepper paste and stir until everything is evenly incorporated.

3. Add the cooked pasta and stir to combine. If you need to add a few tablespoons of the reserved pasta water to thin it out, go ahead. Add the lemon juice and toss to combine. Season with salt to taste.

4. Sprinkle the pecorino over the pasta if desired and toss to coat and serve immediately.

Gaby Dalkin

Founder of What’s Gaby Cooking

This story was originally published on April 13, 2020, and has since been updated.

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Is Upstate New York the New Silicon Beach? 3 Founders on How Moving From the City to the Country Benefited Their Biz

Upstate New York has always been a haven for creatives, and when COVID hit in 2020, many founders relocated from New York City to upstate out of necessity, desire, or both. Below are profiles of three entrepreneurs—Trinity Mouzon Wofford, the founder of Golde, Eliza Blank, the founder The Sill, and Hillary France, the founder of The Wylde—who made the move from the city to the country last year. Read on to discover how the change impacted these founders and their businesses.

Trinity Mouzon Wofford, Founder of Golde

Saratoga Springs, New York

During the summer of 2020, when COVID was surging, Trinity and her fiancé Issey, the cofounder of Golde, spent the summer in Saratoga Springs to gain some relief and safety from the intense situation in N.Y.C. They were going back and forth from Saratoga to Brooklyn, a three-and-a-half-hour ride each way, when Trinity had the realization that, for the time being, it made sense to return full-time to upstate New York to live and run their business. 

On one ride down from Saratoga during late summer, she remembers thinking to herself that she needed to go back; that perhaps running her superfood health and beauty startup, Golde, and paying rent in Brooklyn for too little space was not benefiting the growth of her business nor her own personal growth. On top of these challenges, Trinity and Issey are in an interracial relationship and, in the city, tensions were becoming palpable during the summer of 2020 in response to the BLM movement and the upcoming election. In a way, she felt as though the systems of the city were starting to fail her and she needed to actively change her surroundings for the benefit of herself, her family, and her business. 

Trinity grew up in Saratoga Springs. In fact, four generations of Trinity’s family have lived in the same house that she returned to, where her mother still lives. Returning to the house that her ancestors had lived in for generations felt very natural and provided a safe space to gain a fresh perspective. It’s allowed her to go deeper into outlets such as gardening and plant care, which, in her own words, have allowed for more creativity. Not surprisingly Golde has benefited from this positive energy and change.

During this past year, Golde has been lucky. The business hasn’t been negatively affected, and has, in fact, thrived. In January, Golde launched in Target, and one of the brand’s two new products scheduled for release in 2021, Shroom Shield, has launched. The team has always been remote so no adjustments were needed in order to keep the business running smoothly. The lack of pressure to be everywhere and do everything, something that anyone who lives in a big city can relate to, has allowed her to realize that she can’t predict the future. She can only think a few steps ahead, and for the first time, she is living in the moment and is fully enjoying it and the lack of pressure this brings. 

Eliza Blank, Founder The Sill 

Stone Ridge, New York

It’s a similar story for Eliza. Coincidentally, both she and her husband Steve grew up in more rural areas of Massachusetts, so the desire to feel the grass under their feet has always been there. She found herself at NYU for university, and although she loved the city, she always missed nature. It’s this love of nature that inspired her to start The Sill, an online plant nursery that delivers botanicals right to your doorstep. It also inspired her to buy her first home in Stone Ridge, situated in the Catskills, in 2015.

The paths to starting The Sill—as well as finding a house in upstate New York—were not straightforward ones. Eliza found raising money for The Sill to be challenging. Venture capitalists often want fast growth at all costs, and Eliza was committed to making sure her foundational economics worked, which, for her, meant slower growth with her eye on profitability from day one. After an arduous raise, she is confident they found the right investors for The Sill, and these investors have been by her side navigating the most difficult year yet. As was the case for most businesses, March 2020 was a very dark time. All five of The Sill’s stores were closed and the distribution center in California was forced to shut down. The bright spot is that sales didn’t suffer. As it turns out, people look to plants for emotional support, and since people could not be together, they found connection in giving small gifts of kindness in the form of plants to each other. 

In 2015, when buying their house upstate, Eliza realized that their mortgage would be less expensive than their rent in the city. Little did they know that five years later this house would become their permanent residence, sanctuary, and office for over a year. The past 18 months have led her to question if the social convention of the office is necessary. Does the team even need a five-day workweek? Eliza has started to hire permanently remote team members as far away as Hawaii and the business’s headquarters are now fully remote. For Eliza, she firmly believes that the space and closeness to nature their home provided them mitigated the extreme pressure and stress she experienced during COVID as a leader and also as an Asian American woman. Her home upstate became an oasis from what the world had become, or perhaps further revealed, that we live during a time of extreme unrest and racism.  

When asked what’s next for her and her business, Eliza responds that she wants to live a life well-lived. She wants her two-and-a-half-year-old daughter to have the space to play and become independent. For the business, she wants to further realize the broad ways in which nature can be infused into our homes and what the brand essence of The Sill is, and how it can evolve to fit into this new space that we have all found ourselves living in. For Eliza’s family, they will go back to the city for a year in the fall and see how it feels. For right now, the country has allowed her to have creative breakthroughs and reimagine how The Sill can further help us maintain our well-being within our home as we spend more time there than ever before. 

Hillary France, Founder of The Wylde

Hudson, New York

Hillary had always thought she would make the gradual move from spending weekends in Hudson, New York to living there full time. What she could not have predicted was that this move would happen as abruptly as it did in March 2020. For seven years, through her company Brand Assembly, Hillary had been running trade events for some of the most enviable fashion brands. Her business had been thriving, and then, within the first month of COVID, the Brand Assembly’s trade show business was almost obliterated. 

She saw an 80% drop in activity and she soon found herself in the position of having to reimagine her whole business model. She immediately gave up her office, attempted to pivot but was unable to make it work, and slowly drained her resources. She had to accept that perhaps this almost fully offline and in-person event business was not an operation that could survive a pandemic. Not surprisingly, for the last year, her trade show business has been on hiatus (and the good news is that they are set to return in October of 2021), however, the backend operations piece called The Faculty is still fully functioning. This situation could have fully devastated Hillary, but instead, it pushed her to finally pursue a dream she had always had: to create a space for brands and community to convene in one place in Hudson. At that point, she had nothing to lose so she packed her bags, gave up her N.Y.C. apartment, and moved to her weekend house in Hudson to create what is now called The Wylde.

Hillary had spent nine years going back and forth to Hudson and saw an opportunity for a retail annex in this quickly growing city. In fact, Hudson was recently ranked the #1 metro area in terms of the biggest change in net migration. With the influx of people to the area, she figured there was more of an opportunity than ever to create a space where people could feel a sense of community and continue to be inspired by fashion and conversation. On April 17, 2021, Hillary launched the Wylde’s first outdoor market Summer Saturdays with a selection of handpicked vendors across apparel, accessories, vintage, and apothecary. Local N.Y. brands like M.Patmos, Hudson Hemp, and Lail Design are featured within the market while the permanent retail store that opened on April 30th launched brands like Rachel Comey, Dôen, Mondo Mondo, and more.

Is The Wylde solely an upstate dream? In Hillary’s mind, it’s not. When taking the Amtrak train down to the city she has daydreams of opening The Wylde up in another emerging market if she finds success in Hudson. Rather than feeling consumed by the fashion space she feels excited about how fashion, culture and even coffee (a Wylde cafe is slated to open in August 2021) can bring people together to create community and meaning. This evolution of the business more truly reflects the changes she has felt personally this past year and the community that she had always sought to be a more permanent member of. 

Melissa Grillo Aruz, Founder of Aruz Ventures

About the author: Melissa Grillo Aruz has been an active part of the New York startup ecosystem for the past 20 years having senior roles at Forerunner Ventures, Gilt Groupe, and more. She currently runs her own marketing and talent consulting business under www.aruzventures.net where she helps commerce companies scale their business. She currently splits her time between upstate New York and Brooklyn. Instagram and Twitter @melgrilloaruz.

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Returning to the Office? 6 Tips to Help Make It a Smooth Transition

Photo: ColorJoy Stock

The day has finally come. You just received an email from your boss stating the official date employees are expected to return to the office. *Gulp.* Cue the mixed emotions.

Whether you're anxious or excited about the news, going back to the office is a big transition. Considering many people have worked remotely for about a year (or more), returning to a pre-pandemic workplace environment can take some preparation and mindset shifts. 

Here are six specific tips to help you prepare for the great return.

1. Limit the decisions you’ll have to make in the morning. 

Do you have those days where you just can’t decide on the right outfit? It’s not only overwhelming to make a lot of decisions before the workday, it can be time-consuming and mentally draining. It’s no wonder that some of the most notable business people wear the same outfit every day, eat the same things, etc. 

Though we don’t need to go to that extreme, it’s nice to prepare certain things beforehand to limit the morning decisions and stress. The night before going back to the office, plan your work outfit, prepare and pack your lunch, get your work bag put together, and make sure you have gas in the car and/or your public transportation pass ready to go.

2. Leave early. 

The return to work can feel like the first day of work all over again. Make sure to leave earlier than you usually would to reduce unnecessary stress. For those that have long commutes to work, traffic patterns may be different than they were when you were going into the office pre-pandemic. You’ll want to give yourself plenty of time to commute and get your mindset right. 

On the topic of commuting, use that time to get inspired and motivated by listening to an energizing playlist or inspiring podcast.

3. Don’t forget headphones. 

After a year or so in your own controlled environment, being back in the office can bring some distractions. If you’re working on something that needs your undivided attention, wearing headphones can help signal to others that you’re in the work zone. Also, listening to your own music or favorite podcast can add a little joy and comfort to your day as you work.

As we go back to the office, it’s so important to incorporate actions that make you happy throughout the workday.

4. Explore flexible options. 

As employees return to the office, many workplaces are extending flexible work options to get acclimated again. Work options like continuing to work remotely a few days out of the week or flexible hours to decrease the number of workers in the office at once. This is your reminder to look into your workplace’s policies and accommodations for flexibility.

If you have the option to slowly ease into going back to the office, it will definitely make the transition more comfortable.

5. Take your lunch break. 

Being back in the office can make it easy to fall back into old habits, like staying glued to your desk all day. We all love productivity, but you also need to take care of yourself. There’s nothing wrong with taking a mental break every now and then, whether you’re in the office or not. A great way to give your eyes and mind some rest is to close the computer and actually take your lunch break away from your desk. 

6. Practice gratitude. 

The last year has been emotional. Extend gratitude and grace to yourself. Not being in the office took some time to get used to, going back will surely take some time as well. As you’re adjusting back to office life, make sure to be kind to yourself and incorporate gratitude on the daily (I know you hear about gratitude a lot, but it really can help your mindset!). If you’re struggling with this workplace shift, focusing on the good things about it, like seeing your coworkers again, can help make it a more positive experience.

If you’re feeling anxious about the return to the office, for any reason, know that you are not alone. Take a deep breath, prepare in advance, and don’t be hard on yourself. You can do this!

“Not being in the office took some time to get used to, going back will surely take some time as well.”

—Abby Zufelt, Founder and Host of Working Girl Talk

About the author: Abby Zufelt is the founder and host of Working Girl Talk, a podcast that covers the latest business and tech news, specific career tips, and interviews with inspiring businesswomen. When she’s not podcasting, Abby oversees digital marketing at one of the nation’s top journalism schools and leading public media organizations. Follow @workinggirltalk.

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"After I Lost My Business and Went Bankrupt, I Thought My Professional Life Was Over"

Photo: ColorJoy Stock

Several years ago, my fitness brand encountered some serious challenges, which all could seem rather unremarkable for those not deeply in the trenches and drama—Breaking News: Small Business Closes!—but over the past year, many people have asked for my advice on how I pivoted quickly, kept my chin up, and returned with confidence, celebrating what I can uniquely offer this world.

For the most part, I’d say I’m pretty resilient and I’ve bounced forward quickly. Maybe it’s because I’m not risk-averse and I don’t like to do anything small. I can assure you that it looks a lot more elegant than it was, and is. There are days I feel like a rockstar and some days that I question my worth. But one constant is I’ve learned that failing is not only inevitable in some capacity, but it also creates progress. I believe failure creates knowledge. Knowledge creates vision. Vision creates change. And change is what we need.

As you read my perspective it’s important to know where I’m coming from: As a life-long athlete and a huge believer in fate, I’m a shameless optimist. Forward, for me, is the only direction I go. The rotator cuff injury that forced me into retirement as a D-1 SEC cheerleader led me to rehab my shoulder through pilates, which led to creating my own fitness method, Cardio-Cheer-Sculpting. When a bad real estate transaction and a seven-year-long lawsuit (that ultimately ended my company) led me to believe that there was a better way to expand my fitness business online in 2015. 

Due to the pandemic, many businesses were turned on their heads overnight, forcing many to learn the art of adaptation immediately, or else. It saddens me to watch so many small businesses scramble to go online so fast. My digital transformation didn’t come from a pandemic and wasn’t forced to happen in the blink of an eye. For years I wanted to find a way to bring my method to the masses without opening an army of brick-and-mortar studios, dealing with complex operations and the risk of even greater fixed costs. I wanted to use my energy, sweat, and unique talents in a different way. 

There was a time in 2017 to 2018, after I lost my business and went bankrupt, that I thought my professional life was over. Every day I would wake up and recite my mantra: Laur, just keep going. Be in the moment, even if it’s an awful dumpster fire moment. Be flexible. Keep moving forward. I could have easily broken down but I chose not to. Okay, so I did once on the kitchen floor, but who’s counting? 

Here are my top tips on how to pivot your career. 

1. Identify Your Vision 

What is your passion? What are you fighting for? Purpose crushes obstacles. You want a career that you can wake up to every day and be passionate about. A career that involves doing things that you would choose to do even if you weren’t being paid to do it. Be clear on what you want you’re trying to manifest. Don’t put mixed messages out into the universe, as it will only attract confusion into your life. 

2. Be Optimistic 

You have to literally be your own cheerleader. You cannot have a positive life with a negative mind, nor can you achieve your goals if you don’t believe in yourself. Believing in yourself and what you can achieve is imperative to move forward in life. Believe to achieve. When you combine the power of positivity with the power of visualization, you’ll set yourself up to win. 

3. Connect With and Lean on Your Network 

Surround yourself with the people in your life who help you realize your true potential, even when you may not see it yourself. 

4. Keep Evolving 

You have to be forward-focused. We live in a really fast-moving world. 2021 is like the flash, right? You can never assume that just because you did it one way that you can just rinse and repeat. You have to keep moving, changing, learning, and never ever be predictable. 

5. Focus on Staying Healthy and Strong 

Your mind and spirit are just as important as your body. Keep your spirit alive. People will try and break you down. Do not make yourself small for anyone and do not allow others to break your spirit. 

6. Embrace Uncertainty 

Lean into it and grow with it. You don’t have to have all the answers right now. Everything is temporary. My lowest days set me up for the most growth. They broke me down and ultimately really fired me up.  

7. Get Excited 

Shake the Etch A Sketch! Big things are happening, the sky is the limit, nothing is impossible, and there’s nothing like a clean slate.

“You want a career that you can wake up to every day and be passionate about. A career that involves doing things that you would choose to do even if you weren’t being paid to do it.”

—Lauren Boggi, Founder of Studio LB

About the author: Lauren Boggi is a fitness expert, celebrity trainer, innovator, founder of Studio LB, and the creator of Cardio-Cheer Sculpting, which combines cheer choreography and cheer conditioning. A 15-year industry vet, certified pilates instructor, and mom-of-one, Lauren has gained notoriety nationwide, appearing on shows like the Kris Jenner show, The Doctors, and in publications such as The New York Times, People, Vogue, Shape, Fitness Magazine, and Forbes. Seen as a thought-leader within the industry, Lauren’s energy, authenticity, and ability to drive user experience and foster human connections have helped her create a passionate and dedicated community worldwide.

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How the Founder of Loeffler Randall Opened Her First Retail Store During the Pandemic

Photo: Courtesy of Loeffler Randall

In January of 2020, my husband and business partner, Brian, and I realized a dream we’d had for nearly 16 years: we signed a lease on our very first retail store for our brand, Loeffler Randall. We chose Soho because that neighborhood has been home to our office for over a decade. It’s also where we had our first date; at Raoul’s Restaurant, complete with a visit to the tarot card reader upstairs.

Brian and I started our company in 2004 in our garden apartment in Cobble Hill, Brooklyn. Long before we had children, we hoisted long whiteboards along the walls of our apartment where we plotted and planned the company we would create. I felt so much pressure to have my designs work, for this to be a success, that I couldn’t sleep at night. Bob, our life coach, asked us a question, “Even if you fail, do you think it might still be worth it? That you will learn something? That you will have created something that you are proud of? Isn’t there freedom in that? In knowing that even if you fail, it will be a success.” 

We channeled this same wisdom when we, up against many unforeseen challenges and delays, decided to stay the course and open our first Loeffler Randall retail store in NYC in February 2021. Here’s how. 

1. Accept What You Cannot Control    

In the middle of March 2020, the reality of COVID hit. Soon the full brunt of the pandemic’s impact smacked into our business. Our store, nearly completed, stood empty, its walls half smoothed with plaster and with shelves laying bare. 

March and April were cold and damp. I tried to take my three kids on long, windy walks on the beach in Long Island each day to get some energy out. Brian stayed home, enduring the bankruptcies of four of our important wholesale accounts. At home, I threw myself into sewing masks for front-line workers, with the message “Thank you, hero” embroidered inside. Without discussing it, Brian and I divided and conquered. I taught myself how to bake bread and busied myself feeding the kids, working on creative projects, and designing new, pandemic appropriate products like slippers.

2. Commit Yourself Completely 

Even after all these years, with all our company’s triumphs and steady growth, signing our first retail lease felt just as scary as first starting our line. Many of our friends and advisors told us to get out of our retail lease at all costs. Another suggested that someday, after a vaccine was developed, the city and our business might return to a new version of normal. Would we start then to plan the future? Or would we plan for it now? We choose to proceed. To commit to completion and see our vision through.

When we pressed pause on the store construction in March of 2020, we were 75% complete. Many months later, when we were able to resume, we dove right back in, selecting light fixtures, having reusable totes made from the fabric scraps from our development process. We were ready to open our doors in February, one of New York’s coldest and snowiest months. Was anyone shopping? It didn’t matter, we committed to this project, to that date, and we did all in our power to make it the best and most successful we possibly could. 

Unable to host a typical store opening party, we made cardboard tubes with masks, sanitizer, and photos of the new shop to send out. Instead of press previews, I held Zoom meetings with reporters, showing them the wall of pleated styles on my laptop. It worked, with the support of our friends and community, in the media, social media, and beyond, people were excited. The word was out, and customers did in fact start walking through the door. 

Photo: Courtesy of Loeffler Randall

3. Focus on the Positive 

After a year of bad news, our store opening was the beacon of hope and positivity my team and I needed. A reporter asked us over Zoom how we would know the store had been a success. And the answer came to me that for me, no matter what happened, it already was a success, because it exceeded my expectations for a physical representation of the brand. It felt warm and welcoming, just the way I wanted it to feel. And it continues to inspire me and my team creatively. 

In designing the space back in early 2020, my team and I collaborated with my friend Poonam Khanna, the interior designer and architect who designed our office. Zoe, on my team, pulled together the things we love and are inspired by: the tiles and earthy textures from our recent trip to Marrakech, pleated fabrics referencing our collection. Poonam set down slabs of terrazzo, hunks of pale oak wood, textured plaster, and rich pink velvet onto the floor of my showroom to see how it all worked together. We stood back and smiled—this was our brand coming to life in 360 degrees. To have us finally open our doors, and invite our community into the first Loeffler Randall retail space a full 14 months after signing the lease, 12 of which were consumed by the pandemic, was a proud, full-circle moment. The beginning of something new, something hopeful.  

The NYC I know and love began to emerge again like the bright bulbs on the flowering trees on our block. And shoppers crowd down Prince Street and into our shop, especially on bright, sunny days.

4. Know It’s All About the People  

This weekend, Lucy, from our sales and merchandising team got married at the Boat House in Prospect Park in Brooklyn. The bridesmaids all wore Loeffler Randall pleated bow heels. As the sun set behind the chuppah overlooking the lake, I smiled seeing my beloved co-workers: Jessica who has helped build our company for over 10 years, Lissa who started as an intern so many years ago, and Miranda, our retail store manager, dashing into the ceremony just in time from a full shift at our store. We had just had our highest-grossing day at our boutique. 

Even though the pandemic still rages, there is hope in the vaccine and hope for a small business like ours, more happy occasions on the horizon, and many more weddings to celebrate in Loeffler Randall heels.

About the Author: Jessie Randall created Loeffler Randall in 2004 out of her garden apartment in Cobble Hill, Brooklyn with her husband, Brian. Fifteen years and three children later, they are still doing what they love, making distinctive products in small, considered batches with attention to every detail. Since 2004, they have expanded from shoes, adding handbags, ready-to-wear & accessories to their collection. Creativity is at the heart of what they do, they are always thinking about new designs they can offer to their customers from their signature point of view.

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3 Tips to Pitch (and Win!) Business Virtually

Photo: ColorJoy Stock

At this point in the pandemic, we’ve all learned how to set up flattering lighting and stage a professional background for video calls, making the most of our WFH attire and makeshift home offices. But pitching (and, more importantly, winning!) new business virtually is a brave new world requiring a completely different set of skills. Here are three tips to help you level up your virtual pitch game and close the deal from behind any screen.  

#1 Make time for a tech-check. (And then re-check!)

I know it’s tedious, but a thorough tech run-through and rehearsal are critical to the success of any pitch, let alone a virtual one.

While Zoom has become synonymous with virtual conferencing, plenty of potential clients, customers and partners use other platforms. Be prepared to learn and adapt to their preferred system—whether that’s Microsoft Teams, Google Meets, Cisco WebEx, etc.

And don’t wait until the last minute. Make sure everyone on the team has the latest software version installed (buy the premium subscription if necessary) and rehearse on that platform for every meeting leading up to the pitch. Get familiar with the interface, know how to optimize presentation mode for video and sound, and make sure you plan for hard-wired internet when necessary.

Remember to turn off notifications (that Slack ding will kill the vibe), charge all devices, double-check headphones, and do several tech rehearsals to work out any kinks well in advance. 

#2 Read the virtual room. 

Once you have the tech situation nailed down, plan for the chemistry and flow parts of the meeting. Remember that social cues like first impressions, handshakes, eye contact, and body language are trickier to read, so you’ll have to adjust.  

Avoid awkward moments like long pauses or people talking over each other as much as possible. Establish meeting ground rules and communicate them to the group during the introduction. For instance, if you prefer your client or prospect not to interrupt throughout the presentation, ask that everyone please mute their computers until the dedicated Q&A session at the end. 

Since you won’t have the usual verbal or visual cues to signal that things are going well, just assume they are! Jokes won’t always be met with laughs, but pretend they landed and keep rolling. Say people’s names, improvise, and find ways to connect—like referencing something one of the clients has said in the past. Remember that this is a pitch, not a TED Talk.  

#3 Plan for everything so nothing throws you off. 

Create a murder board of scenarios to mentally prepare yourself and/or your team that anything that could happen. What if the primary decision-maker is late—will you start without them or get going? What if sirens go by while you’re speaking? What sort of small talk can you prepare to avoid those awkward first five minutes where everyone is still joining the meeting? What if someone submits a text comment or question that the presenter misses? 

During the pitch, create a “second screen environment” where the team can communicate off video—phones with an open group text or Slack channel underneath raised laptops is an easy set-up. Designate a secret “cruise director” to help you navigate the meeting—someone from your pitch team who has a smaller speaking part so they can keep an eye on the potential clients’ reactions while others are presenting. They can send texts or Slack messages like, “Client X seemed to be really into that, lots of head nodding, go into that further.” This person should also have universal host privileges to be able to mute a participant who is accidentally causing background noise.

If you have smart plans for the usual (and unusual) interruptions, clients will appreciate that you’ve made the meeting feel more seamless and comfortable. 

Ultimately, once you adjust for logistics, virtual pitching is a lot like in-person pitching. You need to be prepared, think on your feet, and connect with your audience. Now you just need to make sure your kid doesn’t scream or your dog doesn’t bark while you do it. 

“If you have smart plans for the usual (and unusual) interruptions, clients will appreciate that you’ve made the meeting feel more seamless and comfortable.”

—Genna Franconi, Co-Founder and Managing Director at Trade School

About the Author: Genna Franconi is co-founder and managing director at Trade School.

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How I Launched an Online Business During Covid-19 While Pregnant

Photo: Courtesy of Liz McVoy

While safely huddled under a thick cozy blanket in my home office, smackdab in the middle of the stay-at-home orders, I hit the figurative launch button on my online video and marketing business. Oh, and I was 37 weeks pregnant with baby number two.

Yep, due in a matter of weeks and launching a business in the middle of a pandemic. No big deal right? 

Some backstory: A few years ago while on a walk with my hubby, I started to dream about what life might look like if I could work less, be more present with my family and yet somehow have a greater impact. At the time, I was taking on intermittent video and web design projects with a small number of corporate clients, but I’d hoped 2020 would be my year to grow my side hustle into a full-time job. And then COVID hit.

I’d love to say that I had this brilliant business plan from the get-go, but in reality, I just listened and responded to the needs I was seeing. Businesses were moving online as fast as they could and people were relying on video and social media now more than ever, but something seemed to be missing. I saw a gap. I saw incredible women business owners trying to scale to that next milestone and coming up short. I knew that adding video and storytelling to their marketing strategy was the answer. 

That’s when I realized I could leverage my 10+ years of experience working as a video producer, designer, and storyteller to help other women build premium brands through video, branding, and marketing. It was the perfect opportunity to combine my passions and skills. 

Long story (that should be told over a bottle of wine) short, I launched an online course to teach entrepreneurs how to create great video content for their business in April, I had my son in May, and then I began coaching other women in July.

Talk about a whirlwind of a few months. 

Thinking back, what began as a desire to have more freedom and flexibility quickly morphed into something else, something much bigger and more meaningful. Not only do I get to support my family but I have the joy of coaching other powerful, kind, amazing female entrepreneurs on their video, branding, and marketing. And I’m not just coaching these women on visibility strategies or the how-to aspects of video, but we’re tackling what it means to lead with authenticity and a posterity of service. I’ve watched my clients go from overwhelmed and insecure to boldly showing up as the leaders that they are and making positive waves along the way.

I used to discount myself thinking that my background and skills were too broad to ever lead to a successful corporate career. I loved video editing, storytelling, and design but I never identified as that super creative person who could come up with groundbreaking ideas. Rather, every personality and career test pointed me to relationship-driven work like teaching, managing and basically being the person to build everyone else up.

But now those “soft skills” are the heart of my business. I took my technical knowledge and industry experience and created a business that helps other women thrive and I wouldn't change it for the world.

If you are a mom or mom-to-be looking for another way to support your family or get unstuck from a dead-end 9-5, here is my advice to you.

1. Start before you’re ready.

Take the risk. It’s amazing how many reasons and excuses you’ll come up with if you’re waiting for the perfect time or opportunity. Becoming an entrepreneur is scary and it is not for the faint of heart. But you just have to start. Every success story has a starting point, don’t compare your day 5 to someone else’s year 5. 

2. Connect with a community.

When I had my daughter, people said it takes a village. They were right and the same thing can be said of entrepreneurship. Find your core people, support them with all you’ve got, and lean on them too. Don’t be afraid to ask for help, celebrate the wins, and journey through life together. You’ll get farther together than on your own. Leave competitiveness and ego at the door. 

3. Have faith and focus.

There will be hard days. There will be days when you are like, “Holy smokes, I can’t do this.” There will be days when you cry to anyone who will listen that you made a mistake. You have to have faith and focus on what you can control.  There’s so much power in hope. Entrepreneurship is a lot of work. It’s both super hard and super rewarding. Stay focused on those needle-moving tasks and trust the rest to work out how it should.

But beyond any of the advice above you have to believe in yourself. You have to remember, you are worthy of the big, amazing, beautiful life you’ve been dreaming of. Dream big and dream often.

About the author: Liz McVoy founded her creative marketing agency to help entrepreneurs and brands have greater visibility and impact in their field. Her mission is to help entrepreneurs build premium brands through video, branding, and marketing so they can position themselves as the authority, tell stories that convert, and scale their income to gain financial freedom. Liz is a west-coast native living in Grand Rapids, Michigan with her husband and two kids. For more tips, training, inspiration, and resources, sign up for her newsletter on www.lizmcvoy.com and follow her on Instagram @lizmcvoycreative.

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4 Ways to Adapt to a Chaotic Work-From-Home Environment and Still Get Things Done

Photo: Ketut Subiyanto from Pexels

So you’ve gone from working out of your Pinterest-worthy office to a corner of the spare bedroom hoping the kids don’t barge in? While we’re all still learning to navigate this weird Groundhog Day-esque situation, we’re also figuring out how to adjust to the new way of working the pandemic has pushed us into. 

Right now, working from home is the rule—not the exception—which means the line between home and work has never been thinner. However, there are a few things you can do to help you navigate this new way of working and maintain your sanity! As someone who has been working remotely for years (and mom of a newborn!) here are my top tips for adapting to your work-from-home environment while maintaining productivity.

1. Create a daily routine that establishes work hours and family/life hours.

Sure, no one would technically know if you lived in pajama pants all day and maybe even finished working at 11 pm… but is that what you actually want? Not only can it hinder your productivity, but it can also make it harder to relax when you’re not on the clock. Working from your bed, for example, can hinder sleep when the time comes to wind it all down. 

Because of the current lack of external structure like a commute or office culture and community to separate work and home life, it’s important that we create a working structure for ourselves. The first big thing you can do to create structure when working from home is to set work hours and stick to them. Pick the times of day that you’ll dedicate to your work, and focus on work during that time. And when those hours are over, focus on your life beyond work! 

2. Use apps and tools that let you save ideas verbally. 

When you’re working from home, there may be distractions you didn’t experience in the office. For example, many of us are navigating work-from-home with kids at home. It’s easy to lose your train of thought or forget what you’re supposed to be working on when you have to keep one eye on your children and one eye on your work—but it’s possible to find balance and stay on track! 

Try using apps and tools that allow you to take verbal notes. Apps like Voxer allow you to record voice memos for yourself and other members of your team to secure your thoughts quickly in the moment. You can also use voice-to-text on Slack to take notes for yourself or others, or voice memos on your phone to record important memos for yourself. 

3. Set a priority list at the beginning of the week. 

Starting the week with a list of goals can help you stay on track. Set aside an hour or two on a Sunday night or Monday morning to map out the week’s priorities and tasks. When distractions pop-up during the week—which is inevitable—you’ll know how to bring yourself back. This also allows you to check work items off of your list and visually see your work moving through the week so that you’ll know exactly what you’ve done and what you still need to do. 

You can keep your list organized in a project management tool like Asana or ClickUp, in a personal planner or notebook, or even on an old fashioned whiteboard. All of these methods allow you to easily see your work in front of you and know exactly where you’re at, regardless of distractions. 

4. Build a feel-good practice into the end of each day.

Navigating working from home can feel isolating, frustrating, chaotic, and boring all at the same time. Making time to fill your cup will ultimately help you to feel better, work better, and get more done. At the end of your workday, make some time to do something that relaxes you, brings you joy, and takes you out of “work mode.” 

You could go for a walk, drink some tea on your porch, practice some yoga, read a good book, or even play a game. The possibilities are endless, but whatever you do, make it something that recharges your battery and allows you to unwind from your day. Your work—and your physical, mental, and emotional health—will be better for it. 

Remember, even though working from home can be overwhelming, it’s all about finding the right routine that brings some semblance of balance into your life. Your routine might be different from the next person’s, and that’s okay! It’s all about finding something that helps you work through the struggles and distractions that working from home—or living at work—can bring. 

“Navigating working from home can feel isolating, frustrating, chaotic, and boring all at the same time. Making time to fill your cup will ultimately help you to feel better, work better, and get more done.”

—Cait Scudder, Entrepreneur

About the Author: Cait Scudder is a former high school teacher-turned-entrepreneur whose work has been featured in Forbes, Fast Company, Business Insider, and more. An internationally-recognized online business expert, Cait is a TEDx speaker, host of the “Born to Rise Podcast,” and CEO of a seven-figure company—and she’s on a mission to reach and empower ten million driven, bold-hearted women so they can uncover their zone of genius and use it to create profitable, purpose-driven businesses that change the world. You can follow her on Instagram @caitscudder.

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Want to Feel More Productive While WFH? These Put-Together Outfits Will Inspire You to Tackle Your To-Do List

Photo: Tayla Santos

As we enter yet another month of working from home, it’s certainly no secret that signing online for a virtual Zoom meeting doesn’t exactly require the same sartorial standards as, say, getting ready for a day at the office or dressing up for an important meeting with a potential investor. While it's definitely convenient to wake up, toss your Zoom sweater on over your sweatpants, and open your laptop from the comfort of your couch, if you’re anything like us, you’re starting to feel like your productivity levels are dropping. But there’s a surprisingly easy way to regain your motivation while WFH: getting dressed as if you're going to work. 

Studies have shown that what you wear while working actually matters. Researchers who study "enclothed cognition" say that your clothing choices can affect your productivity, your thinking, and even your negotiating skills. That’s why we’ve partnered with Paige, a lifestyle collection for men and women, and DJ and creative Pamela Tick, style blogger Tayla Santos, and fashion and lifestyle influencer Pau Dictado to share put-together yet comfortable outfits (because comfort is still key) that will inspire you to tackle your to-do list while working from home. Keep scrolling to find out how you can dress for success while working from your living room.

Pamela Tick | DJ & Creative

How would you describe your personal style?

I never entirely know how to answer this question because my style has a strong foundation but is ever-evolving. It is also dependent on daily factors that make my outfits functional! 

It’s fair to say I gravitate towards minimal looks with bold pieces, usually, these pieces are leather or suede, denim, cashmere, etc. On the other hand, I can get playful sometimes too with a simple maxi skirt or long dress to bring out my fun free spirit personality.

How has this time in quarantine influenced your style? 

I have noticed a difference in the days I choose to throw on sweatpants versus the days I create a real outfit to wear. Sweats sometimes feel like an excuse to be lazy. Perfect for Sunday, but come the weekdays, I like to feel inspired and ready to work by getting dressed. The outfit I choose in the morning usually enhances my mood for the rest of the day. There is power in dressing up!

How have you adjusted to this new remote work life and what influences your styling choices each day? Do you dress for comfort or style or somewhere in between?

I fall somewhere in between dressing for comfort and style which is exactly why these Paige jeans speak to me. A happy medium! The vintage fit wears with time and molds to my body the more I wear them. These last few months have been an adjustment for all, which is why it feels important to not forget the little things that make you feel good.

Tayla Santos | Style Blogger

How would you describe your personal style?

I would say I have a neutral and minimal style. I like to keep it simple and casual whenever possible! This means I prefer a good fitting pair of denim and a hoodie paired with sneakers and a cute coat over any outfit featuring louder statement pieces. It’s the timeless and classy looks that never go out of style and you can’t go wrong with! 

How has this time in quarantine influenced your style? 

I’ve been wearing so much more athleisure! I’m all about the matching set lately. Love being comfortable while still super stylish and now it’s almost my mission to incorporate a hoodie,  into any look haha. I like to refer to my “three C’s,” casual, chic, and comfortable! 

I love wearing a WFH outfit that I can easily swap the slippers for some boots or sneakers, add a jacket and be out the door for a quick Starbucks drive-through coffee break!

How have you adjusted to this new remote work life and what influences your styling choices each day? Do you dress for comfort or style or somewhere in between?

It’s actually funny you ask this! My journey as an “influencer” started during this pandemic. On March 6th, I quit my full-time job as a teacher’s aid and told myself I was going to pursue blogging full time. Three days later, on March 9th, we went into lockdown. I was freaking out. Now I had no other option than to make this work! I went into full hustle mode and don’t regret a second of it! I’ve been posting every day since and grew my audience by over 20,000 followers in eight months! This has been a great journey and I can confidently say I love what I do.

As for how it’s affected my style, I would say the pandemic and lockdown has played a major role in shaping my style into what it is today. I remember (maybe two to three years ago) I used to try so hard to put together the perfect outfit. Now, knowing I at most will be grabbing a coffee through the Starbucks drive-through, I’ve turned to simpler outfits. I feel so much more confident and myself in casual and simple outfits. I love keeping it minimal, chic, and put together by maintaining a neutral color palette. It’s all about the fit of the outfit. For example, the Paige jeans I’m wearing here hug the body perfectly with luxurious comfort and super stretch fibers. It’s just a plus that it comes in tons of authentic washes to add some texture to my minimal outfits. 

What is your foolproof outfit formula for boosting your productivity and staying comfortable and stylish while working from home?

I am the biggest believer in getting up and getting ready for the day as if you actually had to go into the office. When I’m dressed and ready, I feel more productive and ready to attack that day’s to-do list. There’s a totally different vibe when working at your desk in a comfy pair of denim. I say grab your favorite pair of denim, add some fuzzy socks, your most comfy hoodie and you’re good to go! If it’s a little warmer where you are, swap the hoodie out for a crisp white tee tucked into your denim, layer some cute gold necklaces, and you’re ready to slay the day! 

How does getting dressed for the day in comfortable yet stylish clothing make you feel more motivated and ready to take on your to-do list?

You know when you put together that perfect “all day outfit?” The kind of outfit you’re kind of sad that you have to take off at the end of the day? That’s how you feel when you’re rocking the most comfortable and timeless pair of denim. What’s better than having a pair of denim that you can wear all day working at home, styled comfortably to elevate the look with over the knee boot heels and a long coat for an evening look!

Pau Dictado | Fashion & Lifesytle Influencer

How would you describe your personal style?

Edgy and effortless.

How has this time in quarantine influenced your style?

My priority has shifted to more comfortable wear and investing in high-quality pieces that will be a staple in my closet. Since I rarely go out and I’m mostly working from home, I don’t feel the need to shop as much. But when I do, I want high-quality pieces I can really feel good in!

How have you adjusted to this new remote work life and what influences your styling choices each day? Do you dress for comfort or style or somewhere in between?

I dress for both comfort and style. Comfort has definitely become my top priority, but I believe I don’t have to sacrifice my style while doing so! What I love most about my Paige jeans is that it’s stylish without sacrificing comfort. It has a luxe coating with super gloss pigment that gives the look of leather in a silhouette that you can live in! 

What is your foolproof outfit formula for boosting your productivity and staying comfortable and stylish while working from home?

My foolproof outfit would have to be a button up shirt with jeans. There’s just something about this formula that never goes out of style! Not to mention, it’s both comfortable and flattering, just like these jeans. I just love how it hugs my body in all the right areas!

How does getting dressed for the day in comfortable yet stylish clothing make you feel more motivated and ready to take on your to-do list?

When I look good, I feel good. And when I feel good, I feel like I can take on the world! Dressing up has definitely helped boost my confidence and productivity, and wearing a good pair of jeans can make a world of a difference. The WFH life can be mundane at times, so I always seek out ways to change things up and add some fun elements into my routine.

Shop the looks at Paige.com.

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Can Live Chat Increase Sales for Small Businesses During COVID? She's Banking on It

Although nothing can replace face-to-face interactions with customers, live chat is the next best thing during the coronavirus pandemic. And it’s certainly having an impact on small businesses. The more personal and direct form of communication live chat offers helps create deeper customer relationships that, in the long run, become stronger and more loyal, generating more revenue. Take it from small business owner Sabrina Zohar, the founder of Softwear who has seen a dramatic increase in sales conversions since she started using Messenger from Facebook to live chat with her customers in real-time.

According to the small business owner, the immediacy of Messenger has been crucial to the success of her business through COVID and, ultimately, changed the way she interacts with her customers for the better. “The ability to communicate instantly when someone is browsing on your website is like having a conversation with someone in real life, except COVID locked us up and took that fun away from us,” Zohar tells Create & Cultivate. “We have mere seconds to catch someone's attention and answer that question, which could be what closes the sale—you can't lose that opportunity.”

Here, Zohar shares how she’s using Messenger to cultivate deeper relationships with her customers amid the pandemic, why it was the right platform for her business, and how she’s keeping up with the influx of messages and DMs during COVID.

CREATE & CULTIVATE: What are some of the factors you considered when choosing the best platform to communicate with your customers, and why was Messenger the right fit for your business?

SABRINA ZOHAR: Accessibility, ease, and immediacy of the platform. It's 2020—everyone we know and their mothers (literally) have Facebook. Instead of making my client acclimate to a new way of doing things, I am meeting them where they are with something they are familiar with and comfortable using. Facebook pops up instantly on my phone and within seconds I’m having a full conversation with someone.

Have you seen a positive impact on your business as a result of using Messenger?

10,000%, yes. During COVID, I was tie-dyeing for 12 hours a day, packing orders, moving the factory into my apartment, and planning for a future collection with the hopes this would all work out. Having Messenger allowed me to chat with clients all over the world who had questions or wanted help ordering. It allowed me to create a relationship with my customers and a dialogue I think so many of us have missed. 

What are some of the most common customer questions you receive through Messenger and how has your ability to answer them quickly boosted your business?

Sizing is probably the most popular question, but during COVID, I got lots of questions about the custom tie-dye! Softwear products can be specific with fit and sizing, so being able to give a quick answer and help the client understand, leads to their satisfaction and, ultimately, a sale on my end. The questions evolve as the seasons pass, but the ability to answer instantly allows the boost in business to continue. 

Have you experienced customers asking questions via Messenger leading to sales? If so, what percentage of engagements would you say are converting?

Absolutely! I have seen almost 65% of the clients I speak to on Messenger become customers. The best part? We also become friends! I’m able to chat with them anytime and we develop a rapport, I love it. 

What advice can you share on how to keep up with the influx of messages and DMs during this period? 

Get it done. If you have an influx of messages and DMs, that means you’re doing something right, that's something you should be stoked about! The more eyeballs on your website, product, social the more sales and growth you’ll see. I answer instantly because I know a sense of urgency ultimately yields the best results. 

Are there any Messenger tools or features that have helped you better manage this increased volume? What tips and tricks can you share?

I have Messenger alerts on my phone which makes it really easy and efficient to reply quickly. Having the alert allows me to be immediate in responding, which is what will ensure you’re giving the best customer service possible. 

How have you approached marketing and messaging to resonate with consumers but also sell products and keep your business alive during COVID? 

I am super transparent and honest with everyone that follows either my personal Instagram or the Softwear IG page. I believe that being authentic with your audience will resonate versus pretending to be something you’re not. I struggled over COVID and I didn’t hide that from anyone because, guess what, we all struggled. I made videos to show how I was pivoting and really let everyone into my world to help lay a brick with me on the foundation of the business. 

What advice can you share for leveraging social platforms and customer service tools like Facebook, Instagram, and Messenger to help drive e-commerce sales? What learnings can you share?

Social media will change your business if you know how to utilize it. The only way to learn is to try. We have changed and tweaked so many things about the brand as a result of social media and will continue to evolve the brand that way. Instagram is a free look book that is direct to the consumer, utilize that. Put your chat front and center so that guests learn to interact with the chat and truly utilize every aspect of what Facebook is offering.

What advice can you share for fellow small business owners on building strong customer relationships virtually?

Be real. That's it, honestly. Just be real. Being authentic and warm with your clients shows how much you care. I always say, “If you own a piece of Softwear, you have a piece of me,” and that follows through beyond just wearing our hoodie. I handwrite thank you cards for all orders. Is it sustainable in the long run? No, but right now, I’m building a brand, so I have to go above and beyond while I still can do those things. It will change your relationships since virtual is all we have right now. 

How do you ensure that your consumers feel seen and heard and what advice can you share for how small biz owners can replicate your success? 

I answer every email/DM/inquiry to ensure everyone feels like they're important because they are! There is nothing worse than reaching out to a brand just to get a generic email that goes unanswered or a customer service rep that repeats the same thing over and over after a two-hour wait on hold. This is your business, and no one knows your business like you do. Make sure you’re there for your customers and offer that knowledge. 

How is COVID driving innovation in customer communication and what are your predictions for the future of the space?

It’s no surprise that COVID has changed the way things will be for a long period of time. Things we became accustomed to are shuttering and it is paving the way for new brands to rise from the ashes. I think social media and direct chats will be the new norm and offer even more immediacy than email. Every day, we as consumers, grow more impatient and want immediacy (remember dial-up modems?) Now more than ever, and with so much competition, you have to do everything you can to stand out and offer what the bigger guys CAN'T. 

Sentence Finishers:

In three words, customer communication is… 

Immediate, authentic, helpful.

My #1 tip for small business owners is…

Crawl before you can walk and learn to ask for help. You can't do it all alone (trust me, I should know) so don't be afraid to ask for help and understand it takes time. 

The best way to support small businesses right now is by…  

Sounds harsh, but try to not ask for a discount. Ultimately, every dollar spent keeps the brand going and it’s all appreciated. 

A fellow small business owner I admire is… 

Kate Davis of Knockout NY. Kate had a dream to help women feel safe and empowered through her jewelry. She inspires me every day with her mission and perseverance.

COVID-19 has taught me… 

I am stronger than I ever thought I was.

To learn more about Messenger From Facebook, head to their Marketing with Messenger page and their Business Resource Hub.

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5 Strategies for Building a Business That Can Weather the Ups and Downs

Photo: Courtney Jones Photography

It goes without saying, but 2020 has been a challenging year. As a business owner, there's no go-to “playbook” on how to survive a global pandemic. Our company, like many others, was impacted when much of the world went into lockdown in mid-March. When sales suddenly take a hit, it's hard not to start rethinking everything. Don’t do it. Resist the temptation. Instead, this is the time when you really need to focus on solidifying the fundamentals of your business. 

Over the last decade-plus, I’ve learned a lot as a business owner and entrepreneur. COVID-19 is certainly one of the greatest challenges we’ve faced as a business. However, it’s not the first hurdle, and it definitely won’t be the last. After a challenging early spring, we’ve managed to turn the corner and are expecting a strong holiday season. We didn't press the "reset” button. Instead, we doubled down on our long-term goals. No matter what comes your way, here are a few words of advice for weathering the ups and downs and coming out stronger on the other side. 

Don’t compromise your brand. 

Now is not the time to completely rethink who your customers are and what your brand stands for. I personally care a lot about authenticity. Early on in the pandemic, we took the time to look back at our mission statement and brand values. We’ve allowed them to guide us through this challenging period. Leatherology’s mission is the redefine simple, everyday luxury and celebrate the everyday. What does this mean for us today? We’ve always had a large gift business and we realized more than ever, customers wanted to send meaningful gifts to loved ones far and wide. We leaned into this and created a “Gift Joy” campaign. This holiday, we’re collaborating with four partners to create unique gift sets featuring some of our most popular items. 50% of net proceeds from each sale will go to a non-profit organization of the partner’s choosing.

Diversify opportunity and risk. 

Never put all your eggs in one basket. While direct-to-consumer online sales have always been core to Leatherology’s business, we consider ourselves more than just a DTC brand. Consumer shopping behaviors are constantly evolving, so we’ve challenged ourselves to think beyond just direct-to-consumer. We have invested in a variety of customer acquisition channels and diversified our marketing mix. As a business, your growth should never be solely reliant on a single channel, such as paid social advertising, where rising costs can quickly deteriorate profitability over time.

Drown out the noise. 

When the going gets tough, you start looking around to see what your competitors and peers are doing. While it’s always important to have a pulse on your industry, don’t do something simply because you see others doing it. Avoid the FOMO. What works for someone else may not work for you. Even though we've seen huge demand for PPE, we resisted the urge to suddenly offer new products like facemasks when they just didn’t fit our brand strategy. We also felt that the market would be incredibly crowded and prohibit us from being a leader. Instead, we made iterative changes. We planned up inventory in our home accessories line to meet increased customer demand while scaling back our travel accessories category.

Learn from the positives to prepare for the negatives.

How you get through a downturn is largely dependent on what you do when things are going well. Don’t get carried away by great sales. Business is cyclical, and you can’t assume things will always remain on an upward trajectory. Use this time to dig into the mechanics of your business. Track everything and gather as much data as possible to help you understand why things are going well. This will also help you uncover potential blind spots and get ahead of warning signals you may not have noticed otherwise. 

Take care of your people.

This is arguably my biggest piece of advice. Building a great team is the hardest but most important part of the job. Great people are the backbone of any successful business. Take the time to understand what motivates each individual and how to support them through ups and downs. Never ask them to do something that you wouldn’t do yourself. David and I are fortunate to work with an amazing and diverse team of creators, analysts, artisans, innovators, and entrepreneurs. Leatherology wouldn’t be where it is today without our team.

“How you get through a downturn is largely dependent on what you do when things are going well.”

-Rae Liu, Co-Founder and Creative Director of Leatherology

About the Author: Rae Liu is the co-founder and the creative director of Leatherology, a direct-to-consumer brand of beautifully crafted, personalizable leather accessories, built on the premise of providing attainably priced luxury. Rae graduated from Columbia with a BA in Political Science. She worked for several years at the World Bank before making a complete career pivot to pursue her passion for product design, studying accessories at FIT. in 2008 she helped Alexander Wang launch his accessories and footwear business.

During her years working in fashion, Rae was struck by the fact that as a young woman living in New York, she could not afford the very products she spent her days creating, and that the ones she could afford did not have the level of design thoughtfulness, craftsmanship or quality of materials she knew was possible. Thus in 2011, she moved from New York back to her hometown, Dallas, to build Leatherology. She lives in Dallas and has two young children.

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This Clean Beauty Founder Is Using Live Chat to Drive Sales During the Pandemic (and It's Working)

When it comes to providing great customer support in the midst of COVID, live chat is an indispensable tool to have at your disposal. By providing instant answers to customer inquiries, live chat boosts those all-important conversion rates and, in turn, increases revenue. In fact, a study found that more than 60% of consumers would return to a website offering live chat. Something that small business owner Gianne Doherty knows from experience. By using Messenger from Facebook, she’s successfully been turning customer inquiries into dollars and cents during the coronavirus pandemic.

In fact, the co-founder of the clean beauty brand Organic Bath Co. has seen the tactic work so well that she’s positioning it as a key strategy for continuing its rapid growth. “Skincare products are very sensory,” Doherty tells Create & Cultivate. “Being able to answer customer questions in real-time makes a difference when it comes to customer service, which improves both sales and brand loyalty,” she explains. “We typically convert over 50% of customers who reach out to us because we are able to answer their questions and create a great experience for them.”

Scroll on to learn more about how she’s using Messenger From Facebook to boost her business during COVID and beyond—and how you can too.

CREATE & CULTIVATE: What are some of the factors you considered when choosing the best platform to communicate with your customers, and why was Messenger the right fit for your business? 

GIANE DOHERTY: We need to be where our customers are. Nearly all of our customers have Facebook accounts, so it’s a platform they are familiar with. It allows people to connect with us in a seamless way.

Have you seen a positive impact on your business as a result of using Messenger?  

Using Messenger has allowed us to incorporate the element of speed into our customer service, which allows for better communication and a better customer experience.

What are some of the most common customer questions you receive through Messenger and how has your ability to answer them quickly boosted your business?  

We use Messenger’s Chat Plugin on our website to answer a wide variety of customer questions, from questions about the products themselves to questions about orders that have already been placed. The ability to answer customer questions quickly allows us to answer pre-sale questions and helps us to provide a great customer experience.

Have you experienced customers asking questions via Messenger leading to sales? If so, what percentage of engagements would you say are converting? 

Yes. When someone has a question about a product when they are already on your website looking to buy, being able to answer those questions immediately will have a positive impact on the customer experience and lead to more sales. We typically convert over 50% of customers who reach out to us because we are able to answer their questions and create a great experience for them.

What advice can you share on how to keep up with the influx of messages and DMs during this period? 

Create a template for your most commonly asked questions. Also, take a deep look at the commonly asked questions. Do your product descriptions need to be updated? Do your FAQs need to be updated? Is there somewhere on your company website that needs improvement to minimize the amount or types of questions being asked? 

Are there any Messenger tools or features that have helped you better manage this increased volume? What tips and tricks can you share? 

The ability to integrate Messenger into other tools where we can use saved responses for commonly asked questions has been incredibly helpful. Messenger integrates with so many other tools to make it easier to manage communication in one place.

How have you approached marketing and messaging to resonate with consumers but also sell products and keep your business alive during COVID? 

We are in a fortunate position to be selling products that people really need during this difficult time such as hand soap and hand sanitizer. We have made giving back an important part of our business and have donated products to organizations in need. 

What advice can you share for leveraging social platforms and customer service tools like Facebook, Instagram, and Messenger to help drive e-commerce sales? What learnings can you share? 

Lean in to what makes you different and unique. With the pandemic, more people than ever are online and online shopping. Your uniqueness is what will make you stand out in a sea of many many options. Answering customer inquiries quickly can be a key differentiating factor between your brand and others. 

What advice can you share for fellow small business owners on building strong customer relationships virtually? 

Customer service is everything. Customers want to know someone real is behind the brand. Communicating early on and effectively will make a difference to your bottom line. 

How do you ensure that your consumers feel seen and heard and what advice can you share for how small biz owners can replicate your success? 

Reply to every person who reaches out. When someone has a problem and you don’t respond, you will likely lose that customer. If you fix their problem, it gives you the opportunity to create loyalty. Respond, and respond with empathy. 

How is COVID driving innovation in customer communication and what are your predictions for the future of the space? 

COVID has pushed more and more communication online. Being accessible and approachable through platforms that people are already using will be vital to success in the future. We are going to see more ways for brands and customers to interact online from text-based messaging to audio and video solutions.  

Sentence Finishers:

In 3 words, customer communication is… 

Vital for creating trust and brand loyalty.

My #1 tip for small business owners is…

Over-communicate with your customers.

The best way to support small businesses right now is by…  

Voting with your dollars and purchasing from small businesses you believe in.

A fellow small business owner I admire is… 

Heather C. White from TRILLFIT. She is doing great things with TRILLFIT and making the fitness industry more inclusive and diverse. 

COVID-19 has taught me… 

To be flexible.

To learn more about Messenger From Facebook, head to their Marketing with Messenger page and their Business Resource Hub.

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We Talked to 5 Small Biz Owners About How They're Pivoting, Repositioning, and Resetting During COVID

Photo: Smith House Photo

If there’s one word we’ve heard over and over again this year, it’s pivot. 

When COVID-19 hit, small businesses were challenged to throw out the playbook and think outside the box, whether that meant pivoting to digital, driving sales through social media, or partnering with other small businesses in order to thrive.

Seven months later—with brick-and-mortar locations still temporarily closed and in-person events continuing to be canceled or postponed—it’s just as important as ever for small businesses to re-evaluate their business models, reposition their brands, and restrategize their revenue streams.

At our recent Small Business Summit presented by Mastercard, Ginger Siegel, the North America Small Business Lead at Mastercard, hosted a thoughtful discussion on how small businesses can pivot during COVID and beyond with Mattie James, the influencer behind MattieJames.com, Sonja Rasula, the founder of Care Package and Unique Markets, Marissa Hermer, the owner of Olivetta and The Draycott, Jess Rona, an actress, comedian, and the founder of Jess Rona Grooming, and Patty Delgado, the CEO of Hija de tu Madre.

Scroll on to find out how these five powerhouse entrepreneurs are skillfully navigating this unprecedented period and optimistically starting to plan for the “new normal” post-pandemic.

On experiencing COVID-induced delays or disappointments… 

“We are all human beings, and we have ups and downs, and I think all of us entrepreneurs have to be gentle and kind with ourselves.” -Jess Rona

“It’s all about your mindset as a business owner.” -Jess Rona

On practicing self-care and staying positive… 

“I focus on meditation and self-care because when you’re good, you can handle anything.” -Jess Rona 

“When I focus on the things that I do have, even if they’re teeny tiny, that is the real pivoting for me. The pivoting is actively being a puppeteer with your thoughts and pivoting into a positive mindset.” -Jess Rona

On being a DTC business in the current COVID climate…

“COVID has really pushed us to be more responsible for our own in-house production.” -Patty Delgado

“I’m really listening to the needs of my customers and adapting our business model, and all-around business decisions, based around the current climate.” -Patty Delgado

On owning and operating a restaurant during COVID… 

“It’s not just about health and safety, but trust in us—in any business.” -Marissa Hermer 

“We’re just not a restaurant. We’re a face and a family, and we care.” -Marissa Hermer  

On pivoting to digital during COVID… 

“We cultivated our community online.” -Sonja Rasula  

“I truly am a fan of email marketing, so we really cultivated our email list because those are people who have given us something of value. They have given us their email address.” -Sonja Rasula 

“We started talking to our email list a lot more and we are going to have a very specific plan for holiday months.” -Sonja Rasula 

On pressing pause and looking ahead… 

“For the last month or two, I did take a pause on doing as many things virtually.” -Sonja Rasula  

“For me, I pressed pause, so that I could really focus on what the business could look like in 2021 and start to put things into place for that.” -Sonja Rasula 

On changing your content strategy as an influencer…  

“I noticed that all we really had to shift our story and talk about home life.” -Mattie James

“I had to be really careful that I was authentic to my story and being truthful, first and foremost, but then make sure that anything I told my audience, whether it was organic content about what I’m currently doing or even in partnership with a brand, that I was really speaking to home life.” -Mattie James

“It was really important to me to make sure that I even pivoted the language I used day to day.” -Mattie James

On launching online business courses… 

“So many more people want to take online courses, want an online masterclass. Again, they are making that space to learn because people are a little bit more still right now.” -Mattie James

On making cybersecurity a priority… 

“I’ve been really active in making sure that I’m paying attention to little things like my passwords.” -Mattie James 

“We definitely do spend a lot of time working with the best third parties to ensure our customer and business safety.” -Patty Delgado 

On supporting small businesses during this time… 

“The whole idea behind Unique Markets was to feature and support small and independent businesses—designers, artists, makers—who are usually bootstrapped, independent, and own their businesses. And because we can no longer do that, I thought about how I could support all of these small businesses in a virtual space.” -Sonja Rasula

“So, I came up with this idea. My mom sends me care packages. No joke, I am a woman in my 40s, y’all, and my mom sends me care packages filled with random stuff, but it’s the thought that counts.” -Sonja Rasula

“I could take all these small businesses that I support and love and put them into a box.”-Sonja Rasula

“The idea is that everything in these care packages is curated by me or small independent businesses.” -Sonja Rasula

“This year it became very clear to me that I wanted to really help all of my fellow female founders, women-owned businesses and BIPOC businesses.” -Sonja Rasula

“Over 75% of the brands that are in all of the boxes are minority-owned or female-owned.” -Sonja Rasula

On paying it forward in the midst of the pandemic… 

“It’s been the silver lining to this pandemic for me and our teams to know that we are facilitating and have created a platform for people to give back to the heroes and front line workers.” -Marissa Hermer

“We’ve raised over $50,000 and it truly gives us such joy to be able to give back, but equally our heroes are more nourished knowing that people around the world are thinking about them.” -Marissa Hermer

“I think that community, even global community, now more than ever, when our country feels equally divided, it’s really really important.” -Marissa Hermer

“Spreading happiness now is the most important thing we can do when there’s just so much doom and gloom.” -Marissa Hermer

On being a source of happiness and joy… 

“I play with iMovie a lot and make fun videos. I’ll buy music from iTunes and tinker and play around, and tap into my creativity. If you are finding joy through that and you are getting that little fun out of that, I think people want to follow any joy right now.” -Jess Rona

“If you’re posting something that’s joyful, people will be attracted to it.” -Jess Rona 

On adapting your selling strategy… 

“Since day one, we’ve always been very digitally aggressive across every channel.” -Patty Delgado

“What has changed is our messaging. It’s really important for us to be mindful of our customer’s mental health.” - Patty Delgado

“We’ve shifted our focus from selling content to more mindful and empathetic content, and I think that’s been extremely beneficial for brand awareness and just overall brand-customer intimacy.” - Patty Delgado

On building community… 

“While the pandemic has been very intense for all of us, this has been a time where community really does just organically explode if you give people a reason to come together and congregate.” -Mattie James

On the future of in-person pop-up events… 

“For 2021, for all types of businesses, I think creating in-person experiences that can be safe and responsible are going to absolutely thrive.” -Sonja Rasula

Psst… If you’re having serious FOMO, join Create & Cultivate Insiders to get unlimited access to all of our Small Business Summit Presented by Mastercard content including video recordings of every panel and workshop download in C&C history.

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Ever Heard of a Shmask? Meet the Hybrid Mask Kids Actually Want to Wear

“I’m so motivated and so proud to make something that makes this super weird moment a bit softer.”

—Karine Nissim, Founder of Shmask

March 2020 was the month I cried myself to sleep every night. 

Between tears, death tolls, and hilarious coronavirus memes, I stewed on about what would be. On how my children's lives would irrevocably change and how ill-prepared I was to parent them in this new normal. 

It was out of despair and desperation that I wanted and needed to make this moment better for my children. I couldn't fathom mask-wearing in all its clinical glory as a reality for my family, so I created something better: the first-ever shirt with a mask attached for kids (and grownups).

It's called the Shmask! Shirt meets mask. It is super duper soft, breathable, adjustable, and just so easy to wear. 

If you know me, you know I've traveled with a pack of sanitizing wipes in my purse for the last ten years. My elaborate cleansing of all airplane surfaces around my seat is a source of embarrassment to anyone who's traveled with me.  

Suddenly, I felt validated.  

If I had a dollar for every time I barked at my children not to touch anything in a public bathroom, I'd probably have an extra $30,000.  

None of this eased my nerves. I stayed home. I quit my job as a film professor. I came up with the most elaborate routines to properly cleanse our Instacart groceries and Amazon packages. My hands were so dry that I even started to sanitize the sanitizer.  

And turns out I hate Zoom. I especially hate it when the image freezes and my four-year-old daughter walks away from the screen but all her classmates get to see me in my pajamas. Without a bra on. I really hate it when it is the only means to console my grieving cousins on the loss of their father.

I put out a question on my Instagram story.  "Would you rather send your children to school in a mask or keep them at home?" 70% opted to send them in masks. The thought was unimaginable to me.  I resolved to keep mine home. Maybe. I might miss the world though, probably. 

But then time went on, and well, it turns out I suck at being a school teacher. And, frankly, after cooking three meals and three snacks a day, doing all the laundry and dishes all the time, I'm not my most awesome self. Also, my kids needed other kids and other grown-ups who know the answers to things without asking Alexa first. Incidentally, Alexa knows a lot about space.

And then, we needed to renovate. A burst pipe left brown water stains across our ceiling which was a real eyesore in every single Zoom angle. Also, my kitchen was a relic of the ‘90s, and I couldn't fathom the idea of spending another six months home-bound cooking in that cave of a room.  

An impromptu road trip meant we were suddenly doing things well outside my comfort zone. Hotels. Shared elevators. Public bathrooms. People. Lots of people. 

The kids and their masks were such a source of stress. The little one dropped hers on the street and found it 20 minutes later with evidence of heavy foot traffic. My oldest kept playing with it despite touching every surface imaginable first. And my middle son had a habit of putting his on backward.  

Photo: Courtesy of Karine Nissim

At this point, I'm out in the world, and I'm living the challenge of required mask-wearing with three young kids. I'm experiencing how that looks for my family of five and for my in-laws who were with us.  And, it's a pain in the ass.  It could be better, so I set out to make it so.

But here's the thing: aside from pouring over every Vogue issue my mom got in the 80s, and a brief stint as an intern at Harper's Bazaar, I had zero experience in fashion. I loved it though and always have. And I knew the idea was good. So good that I was afraid to tell people who could do it faster and better than me.  

And then something supremely magical happened. I started asking "friends" on Facebook questions. 

"Are any of you in the T-shirt business?" 

"Does anyone know any patent lawyers?" 

I peppered these in-between images of my dream kitchen and asking for advice on which oven range to buy.  And you know what? People answered me! Lots of opinions on kitchen appliances, but also introductions. Offers of time chatting, getting into how they run their own business, and how I could create mine.  

I would look to my husband at night—as we clacked away on our laptops with Friends reruns in the background—and I would say, "I'm not sure what good I've done in this life, but well it's nice to know people will help me when I ask." And they did.  

My friends who have ever worked in fashion or who’s input I love would come over in the evening and sit six feet apart on my patio, in their masks, and watch my children model my first Shmask prototypes. They would chime in on the pros and cons of design.  

I'll never forget the resounding theme of one of those wonderful conversations. They all agreed: comfort trumped all. A comfortable shirt meant compliance. Compliance with an otherwise alien behavior. If it was soft, breathable, and we could hear their little voices, then they would wear it. And they wouldn’t mind. Neither would we. 

So began a slew of conversations with factories, brokers, consultants, and fabric mills. This was also a pain in the ass, and not what eight-year-old me dreamed being a fashion designer would be. 

But then my kids would hear me say that they inspired me. I called them my business partners. Mostly, they were reluctant models. But really, they are my muses. It’s their soft cheeks and little noses I want to protect. It’s all of ours. I’m so motivated and so proud to make something that makes this super weird moment a bit softer. And now I hear my kids tell their classmates in Zoom that their mom created something. Something they are proud of too. 

Shmask isn’t my first business, but it’s the first time I’ve felt so supported, not just by my family, but by a community of parents who love their children as much as I do. And as much as mask-wearing has been politicized, it’s also been required. And if it’s required, then I want the Shmask to make it easier. 

I am a woman of many ideas. Many, many ideas. My husband, also an entrepreneur, will always say, “The idea is nothing without the execution,” which is true. But, also, execution can’t happen without motivation, and that motivation was ever-present as we navigated this new normal.

So during a baffling pandemic, in the middle of a stressful home renovation, on an unplanned road trip, I developed the Shmask: a shirt-meets-mask concept that guarantees a safe and hassle-free solution for families and their kids.   

The shirt has an attached-face covering made of soft and breathable fabric with enough space in the nose and mouth area for kids to breathe and speak easily. There is a dip in the back, so it can seamlessly be worn or taken off. With the attached-face covering, Shmask helps eliminate the issue of kids complying with today's mask requirements. They can't lose it, drop it, trade it with their friends, or forget it at home. 

About the Author: In addition to being a mom of three, founder Karine Nissim, is also a three-time entrepreneur, an award-winning filmmaker, and professor and the co-founder of DogVacay (which is now called Rover, the “Airbnb for pets”). Shmask started as a passion project to help keep her kids safe during this super weird time. This is the first product of a broader line of apparel for luxe family living called Karine. Super soft clothing that solves the hard problems of our new world. Think protective layers, breathable fabrics, clothes that we can all play and work in, from pick up and drop-offs, Zoom meetings, park play dates, to workouts! You and your fam can look Insta-ready and feel pajama-party good.

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4 Small Business Owners on How to Pivot to Digital and Navigate the Future of Retail

Photo: Smith House Photography

It’s no secret that COVID is challenging small businesses everywhere to rethink the brick-and-mortar business model. With physical retail locations temporarily closed and e-commerce on the rise, it’s crucial for small businesses to pivot to digital to weather the pandemic.

In a Mastercard study of small businesses across North America, 76% say the pandemic prompted them to become more digital, with 82% changing how their business sends and receives payments. 70% say they are willing to invest in the technology required to advance their payment systems and 73% say digital payments are the new normal for their business going forward.

To learn more about how small businesses can successfully pivot to digital during COVID and beyond, Create & Cultivate partnered with Mastercard as the presenting sponsor to bring together four powerhouse entrepreneurs who are expertly navigating the increasingly virtual future of retail at our recent Future of Work Summit on Saturday, September 12th, 2020.

Ginger Siegel, the North America Small Business Lead at Mastercard, led a conversation with Michelle Cadore, small business owner and designer, Amber Tolliver, founder and CEO of Liberté, Sherly Tavarez, founder of Hause of Curls, and Whitney Rife Becker, fashion influencer and entrepreneur, to delve into the topic. Read on for some of the most noteworthy sound bites from the discussion.

On knowing when to strike out on your own… 

“I always said that by the end of the year, I’d be a full-time entrepreneur.” - Michelle Cadore

“Really think about laying out your exit plan. Lay out the steps, lay out the financial foundation, to move forward.” - Michelle Cadore

“I moved without any savings, I just took the leap. I just knew it was going to work out. Just have faith in your business and try.” - Michelle Cadore

On the self-funding and bootstrapping processes… 

“It’s really important to show a desire in the market for your product or service.” - Amber Tolliver 

“The more you’re able to show proof of concept within your space, the better of you’ll be when you go to bring on outside investment.” - Amber Tolliver

On knowing what to look for in a partnership… 

“Bringing on VC and angel investors, it's really like a marriage. You need to have a firm understanding of what they're bringing to the table, and it really should be about more than money.” - Amber Tolliver  

“You really have to take a diligent look at the parts of your business that need assistance, and look for a partner that can fill in those gaps.” - Amber Tolliver 

“You want to partner with people who will expand your name and help you reach people who you wouldn’t usually be able to reach.” - Amber Tolliver 

“The only way to get through this and to come out of it better than we were when we first went in, is together.” - Amber Tolliver 

“Bringing new products, bringing something different that their customers haven’t seen yet, as well as expanding our reach.” - Amber Tolliver 

On launching your own company… 

“I invested just $300 and a dream” - Sherly Tavarez

“Once I realized that so many people related to my story attached to the T-shirt, I knew I had to make it a business.” - Sherly Tavarez

On reaching a wider audience digitally…  

“Thinking more digitally, how have we been able to keep our community connected.” - Michelle Cadore 

“Hashtag everything, share everything, work with influencers.” - Whitney Rife Becker  

“Teaching yourself and doing your due diligence so that everything you’re putting out onto the internet has a direct link back to you.” - Amber Tolliver

On crisis-proofing your business… 

“Remain agile and have multiple avenues through which you can bring in revenue.” - Amber Tolliver

“At any moment in time, you can say that doors closed, but we’ve got the window and we’ve got the back door. We’ve always got people to connect with the brand in a way that's still driving revenue and keeping that community connected and engaged with you.” - Amber Tolliver 

On money tips for small business owners… 

“Only buy products you love, it’s easier to sell those products.” - Whitney Rife Becker 

On what COVID-19 has taught them… 

“That we are unstoppable. Even when you have to sit down for six months and be on pause as a business, it gave me the space to really plan and grow my business. Taught me to keep going, keep pushing.” - Michelle Cadore 

“It taught me to pivot.” - Sherley Tavarez

On the future of work… 

“It’s ours. Brands are trusting us, influencers, and businesses are trusting the world. We have everything we want at our fingertips.” - Whitney Rife Becker

“Digitally, you can do anything, there are no limits to what we can do and what we can achieve, I think it's a really incredible time to be an entrepreneur.” - Amber Tolliver

“The future of work is adaptable, you have to be flexible and move with whatever changes are coming and stay innovative.” - Michelle Cadore

Psst… If you’re having serious FOMO, join Create & Cultivate Insiders to get unlimited access to all of our Future of Work Presented by Mastercard content including video recordings of every panel and workshop download in C&C history.

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5 Steps Brands Can Take to Survive a Content Shortage During the Pandemic

Photo: Christina Jones Photography

In a bid to sell their products and services, forward-thinking brands typically identify and leverage passion points that they share in common with their desired audience. For some brands, these passion points could be music, sports, food, design, beauty, or fashion. Brands would often spend thousands or even millions of dollars sponsoring large scale music, fashion, or sporting events in the hope of reaching and connecting with both existing and potential consumers. Many go as far as planning their communication for an entire quarter around such events in order to amplify their brand voice and attract more people.

With the emergence of the COVID-19 pandemic, several businesses witnessed a monumental shift in their operations. Disruptions in supply chain processes, work culture, communication strategies, and brand activities were observed. Furthermore, brands that had made significant investments towards certain sponsorships have had to come to terms with the sudden cancellation of those activities. Not only has this greatly impacted their bottom line, but it has also eliminated a massive opportunity to recruit new consumers and build loyalty with existing ones in real-time.  

Picture this: Your entire marketing plan for a whole quarter has been strategically built around an annual sporting event. Each year, your brand activities and content would typically revolve around getting fans to look forward to the event, giving away tickets, live updates during the event, and also a post-event wrap up. Your hope is to utilize the sponsorship to create content that would remain relevant for more than a couple of months, but then suddenly the pandemic hits and that sporting event gets canceled! 

Brands who have sponsored major events and conferences often find ways to generate content that keeps the conversation going weeks after the event has ended. The absence of such activities and the halt in operations for businesses within certain industries has definitely resulted in a communication gap.

Even as cities gradually begin to re-open after months of quarantine, some brands are still grappling with the effects of interrupted activities as a result of COVID-19. This has resulted in what I like to call a “content shortage,” which is essentially a lack of content or simply not having much to communicate as a result of unexpected changes in business operations or brand activities.

What do you talk about when the major point of connection with your audience has been broken? 

The situation feels a lot like having an acquaintance who you only chat about football with; it might be difficult to have a conversation with such a person when football season is over. In the same vein, it can be challenging to find new ways to start a conversation with potential consumers who could have easily been recruited in the course of that major event. 

Content shortage is a real problem that a lot of brands (especially within the travel and entertainment industries) are currently dealing with. You might have seen some brands go completely silent during this period or observed a reduction in the frequency of their content. This is because they frankly do not know what to communicate and the platforms that they once had have been taken away. 

Photo: Christina Jones Photography

So how can brands survive this communication crisis? 

• Stick to your platform: If you’ve chosen to leverage music as a way to reach your consumers, there’s no need to shift gears just yet. Yes, the annual festival has been canceled but you could find new ways to engage your audience. Say for instance part of your sponsorship agreements gave you access to the headlining artist of that music festival, you could still work with those artists to create content that gives your audience a similar level of access. You could host live Q&A sessions or get the artists to share exclusive videos about they prepare for concerts. If your brand was meant to be part of an annual beauty summit, perhaps you could get one of the previously selected panelists to share beauty tips and tricks virtually. 

• Consider taking your event digital: Who says you can’t go ahead with your event? Currently, several sporting events around the globe are finding new ways to adjust to the effects of the pandemic. Fans are joining major events such as basketball games via Microsoft Teams. Say you were planning to host a huge fitness event as part of your brand activities for 2020; you could consider making it a digital event. Although it might not drive as much revenue for your brand, it will definitely keep the momentum going and stop you from experiencing a content shortage.

• Get to know your consumers all over again: Your consumers might have come to you because they shared your love for travel or fashion, but there’s more to them than you know. Now might be a great time to discover what other interests your audience may have that could possibly align with your brand and what it stands for. If you are a beverage brand that only focused on fitness activities, you could explore broadening your content themes to cover how to live a healthy lifestyle in general. It is important to note that you have to be careful as you do this, you shouldn’t steer too far away from what it is your consumers know and trust you for. 

• Bear in mind that the quality over quantity content rule still applies: It’s tempting to want to post content in the midst of a “shortage.” It’s great to keep the conversation with your consumers going but it’s better to stay silent if you have nothing relevant to say. Focus on offering your consumers valuable resources instead of trying hard to start a conversation that they aren’t interested in having with you. 

• Be transparent with your consumers: It seems counter-intuitive for brands to come clean about not having any activities, but being transparent is a lot better than turning into an online ghost. If your event has been canceled due to the pandemic or you can only host a virtual event, you should let your consumers know. Be open with your consumers about how the pandemic has caused a shift in your industry or business. This could help open up a new line of conversation. How are your employees adjusting to working from home or how has your business changed? Sharing all this not only gives you things to talk about but it also makes your brand more relatable and creates room for empathy from consumers. 

There’s no doubt that the pandemic has revolutionized the way industries operate and the way brands communicate, but your business can rise above the prevalent content shortage problems by adopting the steps above and more importantly by listening to the needs of your target audience.

“

Be open with your consumers about how the pandemic has caused a shift in your industry or business.”

—Elizabeth Ole, Author, Content Strategist, and Creative Director at Storyboard

About the author: Elizabeth Ole is a multi-dimensional storyteller, author, content strategist, and creative director at Storyboard. She has worked with several global brands to develop their content strategy as well as create original content to further drive marketing. She is a lover of travel, photography, and exploring food at cafes and restaurants. You can find out more about her and follow her @elizabethole on Instagram.

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4 Pro Tips for Navigating the Job Hunt During COVID-19

Photo: Vlada Karpovich for Pexels

With one-in-four young adults facing unemployment, there’s no better time to stay focused on your career goals. Though this might not be the easiest time to find a job, it doesn’t mean that opportunities aren’t out there—you just have to know how to find them and how to stand out in a sea of résumés. Here are a couple of ways to stay focused and remain successful in your job search during COVID-19.

Reach Out to Your Network

LinkedIn was made for times like these. Use it to your advantage and start networking! Take the time to reach out to friends past and present to see if they know of any job opportunities that might be of interest to you. Try to keep the conversation light and informative; explain what you’re looking for and how appreciative you are of their time and insights. 

Are you a college graduate? Don’t forget to connect with previous professors, old classmates, and alumni who are in your field, they might know of a company or a person who you can connect with. Utilize LinkedIn messaging and InMail to reach out and start a conversation. Twitter is another great place to get ahold of people in a more direct/personal way.

Stay Active

It’s easy to let unemployment bring you down and break your spirit, but don’t forget your passion and future goals. Stay active in your job search and keep a daily schedule in order to stay fervent in your mission. Structure your days and block off time to job hunt. Not only will this keep you highly productive but will keep you from feeling overwhelmed or stressed. Here are a couple of ways to stay active during your job search:

• Post a couple of times a week on LinkedIn related to your career path. This could be industry news, or even just motivational/inspirational content for others to see that you are active and using the platform for job purposes.

• Build out your profile on other job sites so employers can easily find you. 

• Send follow-up emails for job applications and interviews and always keep checking your email for any updates. 

Set Up Alerts

Job search sites like Glassdoor, LinkedIn, and Indeed allow you to set up job alerts. These can be customized for whatever type of job you’re looking for, including distance, industry, type of company, salary, etc. You can also choose whether you want the alerts to arrive in your inbox weekly or daily. These reminders can be a quick way for you to stay on top of job openings and make it easier than ever to apply and get on with the rest of your day. 

Update Your Résumé

There’s nothing more important than an updated résumé, cover letter, and portfolio. Your résumé should reflect your career, for example, if you’re a graphic designer, show off some of your skills with a colorful and stylish résumé. Make sure your job descriptions are detailed and concise for the average employer to read through and understand.

While applying for jobs, don’t forget to tailor your cover letter to the position you’re applying for, and be sure to include keywords that will grab the employer’s attention and prove you have all of the right experience.

Depending on your career and job history, a portfolio is another great asset to carry with you to job interviews. For writers and people in the creative field, it’s an easy way to show off your skills and clips in a more formal way than just an attached PDF. 

Create the future you deserve by building your new job-hunt routine and staying on top of your goals and skills. Use these tips to your advantage and land that dream job!

About the Author: Abbey currently works at a full-service ad agency as a digital marketing coordinator. She also owns a music blog (blondieandthebeat.com) where she writes about music and artists she loves. Throughout her time as a writer and media maven, she’s remained passionate in her love of sharing stories, curating content, and inspiring women. You can usually find her cuddled up on the couch binging “Sex and the City” (for the 20th time) or caught up in a good book. 

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This Is What Founders of Successful Companies Wear to Work From Home

As we enter yet another month of coronavirus-induced telecommuting, it’s certainly no secret that working from home (in the midst of a pandemic, no less) calls for a very different dress code than working from the ole office swivel chair. After all, signing online for a virtual Zoom meeting doesn’t exactly require the same sartorial standards as walking into a boardroom meeting, especially when you take into consideration the fact that staying healthy is (and should be) priority #1 right now.

Now that our business-as-usual attire has been relegated to the backs of our closets, we reached out to founders of successful companies to find out what they’re wearing to work from home during COVID-19. Ahead, Babba C. Rivera, the founder of the brand marketing agency ByBabba, Anine Bing, the founder and chief creative officer of Anine Bing, Blair Armstrong, the founder of the lauded beauty brand Gilded, and more divulge their WFH style staples they’re turning to day in and day out.

Maria Markina

Co-Founder, Athena Club

What's your personal style? 

Very laid back, clean, and classic. I typically reach for jeans and a T-shirt or sweater depending on the weather. I know it’s an unpopular opinion, but I find jeans comfortable! I’ve collected my favorite pairs and could wear them every day in any situation.

What are you currently wearing?

Even though I’m working remotely, I like to get dressed in the mornings to keep a routine. Right now I’m wearing Levi's 501 jeans with a J.Crew popover shirt.

What's your go-to outfit for big meetings from home?

It truly depends. In a formal meeting, I would wear a suit (I’ve kept a few of my most comfortable suits from my consulting days), however a lot of my important meetings are business casual, so a dark pair of jeans and a simple blouse are my go-to’s.

Babba C. Rivera

Founder, ByBabba

What's your personal style? 

“Fashion meets business with a lot of colors and a playful Scandi vibe.”

What are you currently wearing?

“Right now, I am alternating between leggings-and-blazer looks or very colorful, more fun Scandi outfits to boost my energy.  Peak Performance leggings, paired with a Ba&Sh blazer and a tee from Jeanerica. Or Stine Goya pants and top.”

What's your go-to outfit for big meetings from home?

“Suits are my go-to, but during quarantine times I've tweaked it slightly by pairing blazers with leggings, so that I still look and feel polished for video conferences, but can simultaneously be ready for a midday workout through Instagram LIVE.”

Ariyana Hernandez

Co-Founder & CEO, NORA the agency

What's your personal style?

“My personal style is very fluid, typically predicated on how I'm feeling in the moment. Generally, I gravitate towards unique stand-out pieces that make a statement and have a strong penchant for airy neutrals. If I had to wear one style for the rest of my life it would be minimalistic resort wear—lots of linens and crushed silks.”

What are you currently wearing?  

“Currently wearing a silk cami, a lounge set from Shaina Mote, and Objet Pendant from J. Hannah Jewelry. I love that Shaina Mote's pieces are timeless staples, super comfortable, and sustainably produced in Los Angeles.”

What's your go-to outfit for big meetings from home?

“I can't bear to be uncomfortable while working from home but I still want to look professional (at least from the waist up)! I opt for a statement blouse or a loose jacket, simple gold jewelry, and lounge pants.”

Anine Bing

Founder & Chief Creative Officer, ANINE BING

What's your personal style?

“Timeless style with a rock n' roll edge.”

What are you currently wearing?

“Florence Jeans. I've been wearing these jeans so much lately—they're so comfortable. It almost feels like I'm wearing sweatpants but the fact that they're denim, they make me feel so much more put together. Milo Tee. Everyone knows I love a crisp white tee, this one pairs perfectly with my Florence Jeans. Fishbone Blazer. Our Fishbone blazer is always my go-to. Getting up and getting dressed in the morning like I normally would to go into the office has helped me be more productive while I'm working from home.”

Amy Voloshin

Founder & Designer, Printfresh

What's your personal style?

"Eclectic would probably put it best. It’s very dependent on how my morning starts off and what I’m up to. I’m also an aspiring (and failing) minimalist. Working in design, I’ve found that a bold outfit can really influence the color choices, pattern sensibilities, and other design preferences of the people around you. So when working with others, I tend to dress more simply, choosing neutral solids over bright prints. However, working from home has really changed that."

What are you currently wearing?

"Luckily we design and make pajamas, so wearing sleepwear during our weekly Zoom call with the team is totally appropriate. I alternate between wearing a full set and then sometimes mixing PJ bottoms with a sweater or a comfy solid or Grateful Dead tee (the only graphic tees I own). Our Blush Bagheera and embroidered Daughters of Triton styles are my personal favorites from our pajama collection.”

What's your go-to outfit for big meetings from home?

"Since our team is super small and we’re currently working remotely, these days I almost always choose to wear pajamas to our meetings. But if I’m feeling fancy I’ll do my hair and put on some of our little stud earrings that are easy for wearing at home and small enough that you can sleep in them (which is always a bonus!).”

Audrey Merwin

Founder & Designer, Soluna Collective

What's your personal style?

"I love a good contrast, so I am always pushing the boundaries with how I style my clothing. Tight-fitting pants call for an extra loose top in my book and vice versa—bonus if texture and patterns are included in the mix. I like to build my wardrobe with simple silhouettes that can be paired with almost anything, the fun part is layering the different pieces! Layers are also essential living in Portland, where an afternoon sprinkle is to be expected, so I almost always carry an oversized jacket with me that can be thrown on at the slightest sight of rain. One of my favorite pieces to layer is a Woolrich jacket that used to belong to my grandma, and her brother before that. It's a rich royal blue color with a boxy fit, it adds the perfect pop of color and texture to any outfit. Finish the outfit off with wide-leg pants and a pair of boots and I call it good!”

What are you currently wearing?

“I am currently wearing our natural waffle pants (seriously the coziest work from home pants!) paired with a crop tank and an oversized vintage Pendleton shirt for an extra layer. During this period, where I have been home more than ever, I have found comfort in soft and cozy layers.”

What's your go-to outfit for big meetings from home?

“For big meetings, I like to keep it simple. My favorite top to wear is actually from our new collection; the Wrap Jacket in Spruce Green Waffle. It has a belt that can be tied around the waist for definition and the textured waffle pattern provides an element of interest without being too distracting. I like to pair it with a wide-legged pair of pants, heeled boots, and statement earrings to finish the look.“

Blair Armstrong

Founder, GILDED

What's your personal style?

"My personal style is feminine, elegant, and classic. I prefer well-crafted, timeless, and transitional pieces. My wardrobe is 99% dresses and skirts that I pair with complementary jewelry."

What are you currently wearing?

"I am currently wearing BCBG tanks. They are so lightweight and comfortable and I’ve been pairing them with my Alexander McQueen trousers."

What's your go-to outfit for big meetings from home?

“My go-to for big meetings are power skirt suits and dresses.”

Philippa Brenninkmeyer

Founder & Designer, Indigo Swimwear

What's your personal style?

"I would say my personal style is pretty laid back beach vibes."

What are you currently wearing?

"I am currently wearing a white summer dress from Cleobella along with some of my favorite espadrille slides from Soludos."

What's your go-to outfit for big meetings from home?

"For big meetings, I really just go with the flow of how I am feeling that day but a dress like today or midi skirt with a cute top is usually my go-to!”

Clarissa Egana

Founder & Designer, Port de Bras

What’s your personal style?

"I’m laid back, so a tailored casual outfit that looks effortless but still makes a statement is a style that works for almost everything.”

What are you currently wearing?

"I’m so into these Chanel sandals I purchased from Farfetch through my personal shopper @paulaco_style, paired with our soon to be released summer capsule items—the Carla Top & Shorts. They are dressy and fresh, perfect for a sunset drink with friends."

What’s your go-to outfit for big meetings from home?

"Anything with the Port de Bras Shay Jacket. I designed it especially for meetings and now to WFH. They look amazing paired with our Jazmin Pants but can also work over a summer dress or even a bikini!"

Aeshia DeVore Branch

Founder & Chief Exercise Officer, Pretty Girls Sweat

What's your personal style?

"Sporty chic.”

What are you currently wearing?

“PGS tees, Zara high-waisted pants, Kenzo sweatshirts, Nike sweatpants, UGG slippers.”

What's your go-to outfit for big meetings from home?

“Black Gucci blazer, simple tank from naked wardrobe, sweat pants (since no one can see them on a zoom call), and statement earrings.”

Ariel Kaye

Founder & CEO, Parachute

What's your personal style?

“Comfort has always been my top priority when I’m getting dressed. I live by the beach and my style is definitely inspired by the outdoors. You’ll find me in an unfussy t-shirt, sweater, and Levis, or one of my go-to dresses. Much like Parachute’s aesthetic, I tend to gravitate to a neutral color palette and look for quality fabrics.”

 What are you currently wearing?

“I am currently in my Cloud Cotton Robe in Rose.”

 What's your go-to outfit for big meetings from home?

“We are pretty informal at Parachute. We make home essentials that are designed to be enjoyed and lived in, and our dress code is an extension of that laidback and welcoming brand ethos. For big meetings, I’ll throw on a pair of slacks and a leather jacket. I recommend having a big meeting uniform–one less thing to think about.“

Clare Vivier

Founder, Clare V.

What's your personal style?

“My personal style is always evolving, but I have an affinity for cropped trousers, a great blouse, and the perfect brogues or loafers—but right now, it's about staying comfortable throughout the day while working from home. While I typically always have a CV bag by my side, right now, it's the Emma in Yellow, a bright spot that I wear crossbody—it's the perfect size to keep my phone with me at all times, which has never been more important.”

What are you currently wearing?

“Currently, it's Richer Poorer sweatpants and our Blue Long Sleeve Hoodie with Poppy Jaguar Print.”

What's your go-to outfit for big meetings from home?

“Right now, since all of our meetings are on Zoom, it's typically business on top and cozies on the bottom. I have a soft spot (literally) for Richer Poorer sweats and my soft knits from The Great, and when I want to feel a bit fancier, I'll throw on a dress from Ulla Johnson or Doen. And always socks with Birks for walking around the house.”

Aisha Marshall

Co-Founder, Creative Label

What's your personal style? 

“Elevated streetwear/creative professional.”

What are you currently wearing? 

“An Asos blazer,  Urban Outfitters hoodie, and Amazon Fashion biker shorts.”

What's your go-to outfit for big meetings from home? 

“Throw on a blazer over loungewear and it's instantly business casual. Some of my favorite loungewear items: Mayfair Group hoodies, Vida Moulin tie-dye loungewear sets (option 1 + option 2), and Asos blazers (option 1 + option 2.)”

Dianna Cohen

Founder & CEO, Crown Affair

What's your personal style? 

“My style is fairly simple and leans towards the casual side (even before we were all WFH!). I live in sweaters, denim, leather pants, silky wide-leg pants, and favorite vintage t-shirts and tanks. I'll usually pair that with a blazer or jacket to pull it all together. I like having my uniform, but then having variations on it that are a more playful, like tie-dye cashmere sweater instead of a neutral.” 

What are you currently wearing?

“Right now at home, I'm here for something that feels like you're wearing PJs, but doesn't look like it. I've been living in these black Serena Pants from Billie the Label. They're so comfortable and I like wearing an actual pant when working during the day. I paired it with this neutral but playful cardigan from Jacquemus. Comfy enough to wear all day at home, but still feel like you got dressed for work. Taking a few moments to change from loungewear to a more pulled-together look has been helpful in creating new structures and separate my home and workspaces. I usually only wear Birkenstocks in the house, but I just ordered these Chuck 70s, so I've been wearing them inside to break them in a bit.”

What's your go-to outfit for big meetings from home?

“As all meetings have been officially relocated to a Zoom link, it feels more natural to not get too dressed up even if you would wear a blazer for that same meeting IRL. Right now I've been wearing cashmere sweaters and I'll add an earring or necklace to make it feel more polished.”

Pooja Bavishi

Founder and CEO, Malai

What's your personal style? 

“My personal style is comfortable but professional. I have a shop, and I'm often moving boxes around, and have to make sure that I stay comfortable. But my day also always involves speaking to vendors and investors, so I need to look professional. My style combines both of these things.”  

What are you currently wearing? 

“When I am not in my Brooklyn ice cream scoop shop, I am comfortably working from home in a Malai T-shirt with Lou & Grey linen pants. Our Malai tees are made with the finest California grown Supima cotton, and so incredibly comfy. The best part is that the T-shirts are created by my parents, who have owned their own textile company for the past 20 years. Their entrepreneurial journey and support has always inspired mine, so it brings me great joy that our businesses are united with our Malai T-shirts. Lou & Grey is my go-to brand for comfortable yet chic clothes. Their sunny-hue reminds me of saffron (one of my favorite spices that you find in our ice cream), and the airy texture keeps me calm during long days of our busy summer months. Most of all, they still make me feel super put-together (which is great when I have to jump on a video call or run down to the shop). While working from home, I basically have a rotation of both of these things: Lou & Grey pants and Malai tees!”

What's your go-to outfit for big meetings from home? 

“When I actually need to get dressed up, I wear a Tory Burch dress from their pre-fall 2018 collection.  It's light, airy, comfortable, and most importantly, makes me feel happy and confident (key for any business meetings). I was a 2018 Tory Burch Foundation Fellow, a fellowship that supports women entrepreneurs and provides them with a resource and network. I honestly think of my fellowship experience every time I put on that dress, which made me feel ready to take on the world.”

Lauren Bosworth

Founder & CEO, Love Wellness

What's your personal style? 

“My personal style is a mix of high and low, and feminine and masculine. I love wearing baggy, high-waisted jeans with a spaghetti strap top, or a delicate dress with a men's cut corduroy jacket. I tend to stick to black, brown, white, and navy as my primary colors I wear.”

What are you currently wearing?

“Right now I'm mostly wearing sweatpants, just like the rest of the world. I love this Target brand I found on a recent trip to their headquarters in Minneapolis called Joy Lab. Everything is so soft and really affordable.” 

What's your go-to outfit for big meetings from home? 

“I like to wear a nice sweater and pull my hair back from my face in a nice bun. Definitely looks presentable and polished!”

Des Dickerson

Co-Founder, Creative Label

What's your personal style? 

“Chic, but I also love a good sporty and comfortable outfit.”

What are you currently wearing?

“Forever 21, Forever 21, and Forever 21.” 

What's your go-to outfit for big meetings from home?

“Typically a really cute top with a very casual bottom (no one would ever know!).  I also love The Mayfair Group and Vida Moulin they both have great options for work from home attire. ”

Shea Marie

CEO & Creative Director, Same Los Angeles

What's your personal style?

“My personal style is always changing! Right now, I’d say it’s very classic and chic but with an effortless twist. My style is always confident, that’s one thing that never changes.”

What are you currently wearing?

“Loungewear, but not pajamas! If I stay in the same clothes that I sleep in, I end up being less productive when working from home. But I’m also realistic and why would I dress up if I have nowhere to go and no one to see? So I’ve been wearing mainly cute loungewear sets! If I have to do a video conference call I’ll change my top to look professional, but leave my cozy pants on bottom!”

What's your go-to outfit for big meetings from home?  

“A chic pantsuit. There’s something powerful and confident about a woman in a suit! I usually add a fun twist to make it modern and cool- whether that be a pop of color purse, a loose tee, or white sneakers.”

Natasha Samuel

Founder of Sol Studio & Host of The Shine Online Podcast

What's your personal style? 

“Comfortable, minimal, boho, relaxed, with a pop of color.”

What are you currently wearing?

My go-to outfit is a comfy bralette and sweatpants from Aerie with a headband or hair wrap.

What's your go-to outfit for big meetings from home?

“I love to wear my favorite Everlane tee with a statement pair of earrings from Arlo Jean, probably with the same sweat pants.”

Reshma Chattaram Chamberlin

Co-Founder & Chief Digital Brand Officer, Summersalt

What's your personal style? 

“My personal style is casual, modern, comfortable and polished. I love being incredibly comfortable in jeans, a great pair of sneakers but with a structured sweater or shirt.”

What are you currently wearing? 

“I'm wearing my Summersalt Joggers and a white T-shirt from AYR. The perfect at-home look but still somewhat pulled together!”

What's your go-to outfit for big meetings from home? 

“My go-to outfit for big meetings is usually a pair of jeans or pants that I feel incredibly confident in, a white button-down, gold bangles, and a pair of heels or sneakers. I have quickly learned that being confident and comfortable is the most important in big meetings, as opposed to trying to fit a predetermined norm. I'm not one for formal business attire.”

Lori Coulter

Co-Founder & CEO, Summersalt

What's your personal style? 

“My personal style is modern classic but with a twist.”

What are you currently wearing?

“Today, I'm wearing jeans and a black T-shirt with Summersalt's Throw-and-Go Duster—my go to for my work from home routine.”

What's your go-to outfit for big meetings from home? 

“For big meetings, I love wearing the perfect blouse and Summersalt's Perfect Wide Leg Pant (sometimes a blazer) with my favorite Sarah Flint heels.”

Jenni Lee

Founder of Comme Si

What's your personal style?

“Menswear-inspired, classic with a twist. I like to wear clothing that's well-tailored and made from substantial materials; I prioritize comfort and softness when I buy things. My typical outfit recipe is a monochromatic or neutral base with colorful and fun socks, shoes, jewelry, and accessories to spice things up.”

What are you currently wearing?

“Lately, the concept of getting dressed revolves around whether I have a video conference that day or not. On days that I do, like today, it's business up top, comfortable on bottom. I'm wearing a Thomas Mason men's button-down (I like to shop from the men's department for a perfectly oversized fit), a pearl necklace, Hanes boxers, and cashmere Comme Si socks (ultimate WFH luxury). It's very Tom Cruise in ‘Risky Business’ meets Grace Kelly in ‘To Catch a Thief.’”

What's your go-to outfit for big meetings from home?

“For big meetings, I don't really deviate from my everyday style because I want to feel like myself, comfortable. You can tell when someone has dressed outside their norm, and they exude discomfort; I try to avoid that feeling. My go-to is a navy cashmere sweater with tailored navy trousers and clean sneakers.”

Katie Sturino

Founder, Megababe and The 12ish Style

What's your personal style?

“Colorful and fun.”

What are you currently wearing?

“I am in Maine and currently am wearing Megababe x Day/Won Leggings and a J.Crew Tie Dye Sweater. On my face, I am masking with Megababe’s Le Tush mask, which is facial grade, so I can use it on my face!”

What's your go-to outfit for big meetings from home?

“My go-to look is a Veronica Beard blazer. For summer, I will pair it with a Katie Sturino x Stitch Fix dress and a Lele Sadoughi headband.”

Nina Mullen

Co-Founder & Co-CEO, Hilma

What’s your personal style?

"I have actually never been asked to describe my personal style before, but I guess I would articulate it as casual but kind of modern? Is that a thing?! I am often wearing jeans and T-shirts but in varying degrees of nice. I will dress myself up or down based on accessories like earrings, shoes, and a blazer or sweater."

What are you currently wearing?

"Currently wearing old Acne Studio Jeans that I got seven years ago, an oversized Isabel Marant sweater that I love, and no shoes. I usually never work from home, but given today’s circumstances, that is obviously the new norm. For me, it is important to be really comfortable but to also not just be sitting in PJs all day."

What’s your go-to outfit for big meetings from home?

"I am big on jeans, a crew neck T-shirt, a blazer, and a great flat or stacked heel. I keep my blazers for years (I even have one from when I was 16 and interning at Theory) and wear them over and over."

Brett Heyman

Founder & Creative Director, Edie Parker and Flower by Edie Parker

What's your personal style? 

"My personal style is comfortable. But before this pandemic, I did have a better relationship with a waistband. Not so much anymore." 

What are you currently wearing?

 "I’ve been wearing knit sweat pants for the past ten days—mostly from Alexandra Golvanoff. I feel like I haven’t given up completely. Today, I decided it would be smart to put my jeans on to make sure they still fit. It wasn’t great, so I settled on my trusty pair of oversized vintage 501s. It’s a compromise. My hemp Edie Parker flower tee is warm and cozy, and my Elder Statesman socks make me feel like all will be okay in the world."

What's your go-to outfit for big meetings from home?

"I don’t have a go-to outfit for meetings. I’m pretty much always in vintage jeans and a sweater or blouse. But if I have to look a little more presentable, I’ll throw on some earrings and a kitten heel."

Camila Pierotti

Founding Partner, Sol de Janeiro

What's your personal style?

“Casual and chic. I like my outfits to seamlessly take me from work to dinner out with friends or a date with my husband. I always wear jeans with a fun top and cute flats. I love making my outfits super colorful.”

What are you currently wearing? 

“I am wearing Lululemon leggings with a fun and colorful T-shirt. While working from home, I need to be comfortable because my ‘office’ moves from the dinner table to the couch, to my bed.”

What's your go-to outfit for big meetings from home?  

“I basically wear what I usually wear and take it up several notches with high heels, a tailored jacket, and statement earrings and necklaces. Also, more eye makeup and more fragrance! I love working at Sol de Janeiro because we’re very colorful, which is exactly my personal style.”

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Slow Stories: Why It’s Important to Slow Down as a Digitally Minded Founder

Photo: Courtesy of Slow Stories

As we collectively experience an intense period of isolation and uncertainty due to COVID-19, we must also embrace the opportunity to (re)learn how to live in the moment. Since the inception of Slow Stories, themes around presence and slowness have informed so many conversations with my guests. Enter Jessica Latham of Social Studies. 

In honor of the recent launch of Slow Stories Podcast season four, I'm thrilled to share an exclusive (and particularly relevant) follow-up portion of my chat with Latham here on the Create & Cultivate blog. If you haven't had a chance to listen to the episode yet, Latham is the co-founder and CEO of Social Studies, a modern party rental company that offers a variety of tablescape designs and products that make it easy to plan the party of your dreams.

While this episode was conducted before any of the challenges that arose from COVID-19 began, the topics explored in this conversation transcend our current landscape and offer an essential reminder: community is a gift. Enjoy the full episode here and discover even more insights from Latham below. 

RACHEL SCHWARTZMANN: Why is it important to slow down as a digitally minded founder? Can you share an instance of when slowing down inspired innovation at work?

JESSICA LATHAM: Slowing down is so important for thinking about the bigger picture. Sometimes we can get so caught up in the day to day to-do's, and it's extremely important to find quiet time to think and strategize. I'll take a day or two a month for myself to work from home for this reason. I also find that my biggest ideas come from times of quiet and reflection—usually during a run or long walk by myself. 

Based on your professional experiences, what would you prioritize as the top three pillars of "slow" content? Are there any stories or content series from Social Studies that you can point to or that you think really embody this practice?

From my perspective, we're talking about content that is truthful, thoughtful, and authentic. We try to instill all three of those things into everything we do at Social Studies. How are real people entertaining and gathering? What's it really like to throw a big event? We have a section on our editorial site called Hungry, Sober & Mad that talks about party disasters. Authenticity is what Social Studies is all about. Gathering, slowing down, being together in real life, sharing moments and memories—but in a very real way. We always say parties are not perfect. What matters most is just getting together. Spill the wine, who cares! What's more authentic and real than that? This is the good stuff in life. 

In our podcast episode, we spoke a lot about being present. Is there a particular piece of content or story that made you "stop in your scroll" and inspire you to reconnect with the world around you?

I'm honestly inspired every day. I love to see how our customers are using Social Studies and how our product is bringing joy to their lives, helping them connect with others, and create memories. It genuinely makes me so happy and so grateful that I get to do this for work. 

With a literal slow down of content comes the need for more experiences. How do you think events can serve as a form of slow content/thoughtful storytelling?

The real content of life is our memories. The things that stick with you, in your DNA forever. The constant content and media coming at us on a daily basis is fleeting. What sticks are our experiences; our memories. These experiences become the stories of our lives. It's the most important content there is. We hope to inspire people to gather more, put their devices down, and truly let life in. 

Do you have any final words of wisdom that you'd like to share regarding slowing down, creating enduring content strategies, or building a conscious business?

I think, as founders, we have a responsibility to be thoughtful about what we are putting out into the world. We should be asking ourselves everyday questions like: is this authentic, is this true, how will this make our readers and customers feel? We should be inspiring each other, lifting each other up, and bringing people together. Community is what gives us hope, joy, and makes us feel alive. If you create content and business with these things in mind, it will endure. 

About the Author: Rachel Schwartzmann is the founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.

You can follow Rachel at:

The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)

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Julie Smolyansky on Leading with Resilience and Empathy During the Coronavirus Pandemic and Beyond

“

Trust the process, trust the universe. Trust that all of this is happening not to you but for you.”

—Julie Smolyansky, CEO, Lifeway

It’s safe to say Julie Smolyansky knows a thing or two about leading a company through tough times.

At 27, she unexpectedly became the CEO of her family business after the sudden death of her father—but it wasn’t just any family business. Overnight, she took the helm of Lifeway Foods, and in doing so, became the youngest female CEO of a publicly held, multi-million-dollar company. Despite the personal and professional challenges she faced from the beginning, the business immediately thrived under her leadership. Lifeway’s annual gross sales grew from $12M to $14.8M in her first year as CEO, and since then the company has even exceeded $120M in annual revenue.

She’s been named to Fortune’s 40 Under 40 List, Fortune’s 55 Most Influential Women on Twitter, included on Fast Company’s list of the Most 1000 Creative People in Business, and she was recently named a 2020 Champion of Wellness by VeryWell. Needless to say, we were so excited to hear the oft-lauded CEO speak on the topic of leading with resilience and empathy during the coronavirus pandemic—and beyond—at our Digital Summer Camp. Scroll on for some of the most memorable quotes from Smolyansky’s fireside chat with Create & Cultivate founder and CEO, Jaclyn Johnson. 

On stepping into the role of CEO… 

“Failure was not going to be an option.”

“I worked really hard. I used the business as a place where I could put my mourning and grieving pain and do something with it.”

“I wanted to prove to myself that I could do it.”

“Tough times are where you’re called on to rise—and you either rise or you don’t. Sink or swim.”

On honing her vision for the company…

“Educating people around gut health has been my mission from day one.”

“You have to tell your story over and over again. You have to tell the marketplace over and over again.”

“We’ve doubled down on advertising and marketing during some of the more troubling moments of crisis like 2008 for example when the economy was flattering, we saw that as an opportunity and we doubled our advertising and that paid off. Some of our biggest growth happened during the recession.”

“We’ve adapted at every point in time and every point in our history.”

“We’re constantly learning and adapting and evolving.”

“What I know for sure is that what everyone wants is health. They want health, they want wellness, they want to feed their families good, nutritious food.”

On scaling a team…

“If I can delegate and let other people take the plan and execute it, it’s much more empowering for them and more fun, and then I can focus on the big picture.”

“It was a slow process of giving up that control because I was so used to doing it all myself.”

“It’s about working on your business, not in your business.”

On her advice for fellow female leaders...

“Even if you’re afraid, speak up. Use your voice. Keep raising your hand.”

“No one gives you power, you just have to take it.”

“If you’re not at the table, you’re the meal.”

“Keep being brave. Bravery is a muscle. It’s like your gut, it’s like your bicep—you keep using it, you keep getting stronger.”

On doing good during COVID-19...

“Lifeway was originally started with this idea to feed people.”

“My family survived war and famine and disease and all sorts of things in the Soviet Union during a painful time in history, so feeding people has always been super important to us.”

“30% of kids in the Chicagoland public school system are food insecure and rely on the school system’s lunch as their one nutritious meal a day—and suddenly they weren’t going to have it overnight.

“We immediately started unlocking and deploying our emergency response plan to reach those communities most impacted.”

“There is no more sacred purpose than to feed people and bring them wellness.”

“We’ve been working 24/7 just to keep food on people’s tables.” 

On finding the silver lining through COVID-19...

“This crisis has shown us how vulnerable we are and how in-lock and connected we are to each other. Our safety and security and health depend on each other. We are interlocked with each other.” 

“We’re starting to see that we are all really in it together and that we can show up for each other.”

On advice for anyone struggling during COVID...

“Don’t stop. Keep going. Hold your head up high. Find moments of joy for yourself. Trust the process, trust the universe. Trust that all of this is happening not to you but for you.”

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