“The Most Success Is in the Ability to Pivot” and More Small Business Advice From Our Mentor Session With Mastercard’s Ginger Siegel
How to rewrite the rule book and map out a new path through this “new normal.”
If there’s anything 2020 has taught us it’s our propensity for resilience and agility as we switch lanes, change plans, and pivot to accommodate this ever-changing landscape. And small business owners are at the forefront of this movement. With over 30 million small businesses in the U.S they create 1.5 million jobs annually (that’s 64% of new jobs created), so it’s critical that we provide the support and resources they need to get through this unprecedented time.
So, how do we rewrite the rule book and map out a new path through this “new normal”? Mentorship is key to helping the small business community to pivot and move forward to not only survive but thrive right now and in the future. To help, we tapped Ginger Siegel, the North America small business lead at Mastercard to answer your questions in real-time during a digital mentor session at our recent Self-Care & Beauty Digital Summit.
In case you missed it, we’re sharing some of her impactful answers from the mentor session below.
When launching a new brand how do you decide how to allocate your limited financial resources?
I think what's most important here is to have a business plan upfront and really prioritize what you want to do with your brand. That becomes your roadmap for how to spend the financial resources that you have.
One of the most important things these days is to make sure that you can sell your brand, sell your product, or service through the right channels. We know that digital is the way everything's going especially during COVID so having that business plan and prioritizing it will really guide your path.
While some states are allowing restaurants, gyms, and shops to reopen, many small businesses are still struggling financially. What tips can you share on how to stay afloat during this time?
Where we've seen the most success is in the ability to pivot. We know that there's about 30% of small businesses that are not online today. The pandemic has seen more people choosing to do things digitally—to buy things online and sell things online. So number one, make sure you pivot to digital.
Number two, there are a lot of resources out there. There are organizations called Small Business Development councils, and they are available in just about every town and city that most of you are probably in. Contact them! There are more grants available than you would imagine.
There are also community development financial institutions. Google that in your area. Many of those institutions have grant money available. Take a look at your expenses and decide what you absolutely have to keep spending on and the things that are maybe’s. You should curtail those as well.
How do you create a selling strategy for a truly luxury brand and what's the difference between a mass-market strategy and a luxury strategy?
People's definition of what a luxury item is different. So, really understand your market. It's really important to understand how your product and service fit into a number of different groups. Could you make the brand more every day, especially in this environment?
What are the key changes that small businesses will need to make in order to succeed?
The number one thing is to have different channels. We have found that a lot of businesses were just catching the storefront and did not have a way for people to buy online. So, how can you reach your customer base in a number of different ways whether it's online or virtually?
Another thing we are very focused on at Mastercard is how people want to pay. Giving someone the option for checks and cash is not optimal. A lot of people want to stay away from that now. So, focus on contactless payments, and make sure you’re able to take payments over the phone or digitally through something we call “card on file.”
Make sure your customers can keep their card on file so they can make repeat purchases easily. The other thing is contactless payments. If they do come into your store or restaurant, whatever type of business you have, this method allows the customer to keep hold of their card and just tap to pay.
Mastercard just built and rolled out a program called Digital Doors because we want to help businesses get online and digitally transform their business. Through this platform, we’re helping small businesses build and protect their online presence with end-to-end digital resources like cybersecurity vulnerability assessments and digital skills curriculum.. We bundle all that together because we think getting online and being digitally enabled is really going to be the most pivotal change that small businesses need to make.
I want to support my local small businesses. Do you have any tips on how or where can I find out which businesses are open right now near me?
This question is near and dear to my heart. We actually just launched something called “Shop Openings” which is a customer-facing website where you can search geographically for small businesses in your area. It will tell you if it's open and if they accept contactless payments. So we're really proud of it. We think it's a wonderful way to drive people back into small businesses and we absolutely encourage all of you to use it for your local small businesses as well.
Besides loans, what can be helpful or beneficial to small businesses?
Grants. There are a lot of organizations out there. I mentioned the community development financial institutions earlier and the Small Business Development councils, but there are organizations like Hello Alice that we partner with as well.
If you just go online and look in your local area, you will see a lot of organizations that do have grant money available. I happen to live in Westchester, New York. There's a fantastic organization that I'm on the board for called The Women's Economic Development Council and they definitely have grants available and a lot of free resources to help, so I encourage all of you to do that.
What advice do you have for someone who's thinking of taking their side hustle full-time and or starting their business during this time?
One of my favorite books for people that want to start a business is called The E-Myth Revisited and I'll tell you why I love it. It talks about the fact that if you're someone who has a side hustle—whether it's baking or building apps on the side—there's a tremendous opportunity to take that and make it into a business. But so many entrepreneurs don't get into business to do all the tough stuff. That's not as much fun right? Dealing with the financials, actually managing overall finances and getting customers—those are all things that aren’t as much fun and the E-Myth walks you through that.
Because even though you went into it to do something you love, you have to be willing to like something you don't love and that's the other side of the business. I think it’s really important to make sure that when you go into this, you go into it with your eyes open. When it's a side hustle a lot of times you don't think about that.
What are the top three actions I can take to build a network of other small business owners and advisors to learn from during these times?
This might sound like a broken record, but one of the things that I'm most passionate about is LinkedIn. LinkedIn provides the opportunity to join groups with people who probably have very similar businesses like you and very similar problems. Joining these groups will really provide a very broad support system.
The other thing is associations. Whether you're in the restaurant business or the beauty business, there are a lot of associations out there and not-for-profits that are built to help businesses like yours today. These are both great resources to build a network.
Female entrepreneurs are looking to network with other female entrepreneurs and that's why we're so passionate about the space. We really build communities around this to help further knowledge, advice, and guidance so that people don't feel alone these days.
How can I ensure my evolving brand story resonates with customers as I pivot and reinvest my business?
Create a following of people that love your brand. You're not pivoting away from your brand, you're pivoting the message to your customers. Always stay true to your brand. That’s critically important. Stay true to the things that really made you what you are today. And when you talk about pivoting it's really around the channels, or it might be some of the products you're selling but your brand needs to stay the same because that's what you built yourself on.
If I'm going to reopen, what do I have to do?
There are some very excellent guidelines out there from the CDC around reopening. I had the opportunity to speak with some amazing women in the industry and one of the things that they really hit home is that when they were looking to reopen, they really focused on the safety and health guidelines. That's really important because you want your customers to feel safe. So I think step one is to really make sure you're looking at the recommendations and guidelines that are out there from the scientific community like the CDC.
Secondly, really take a look at your product set. Is everything that you offered before going to be important going forward and do you have to pivot some of the things you were offering? So, again pivoting not necessarily around your story, but around the things that you've offered in the past. I think that's really important.
Do you have any easy, go-to tips on how to improve and manage cash flow as a small business owner?
If cash flow wasn't a problem for you before, then COVID has really created some difficulty. Interestingly enough the average small business owner only has 27 days of cash on hand. The other thing that I would say is that a lot of businesses are still using Excel. So there are a couple of things I want to recommend to you. Number one is to make sure that you have the right financial systems in place.
Now is the time to step back and do some improvements in your business. I encourage you to look at things like QuickBooks and some of the accounting software programs out there. We know that about 70% of small businesses actually send out manual invoices. So there's a great opportunity now with some of the accounting software packages out there to actually digitize your invoices. Because if you can get an invoice out in a day versus a week, imagine how that can really increase your cash flow.
So, understanding your cash flow, understanding what money you have coming in, and getting that money to come in quicker (and also the money you have going out) to make sure you really understand the billing timing. When you match the money coming into the money going out, that's really what cash flow is and there's a great opportunity for many businesses to manage it even better.
What are the biggest financial mistakes you've seen small businesses make since the COVID-19 crisis hit?
There’s a couple; one of them in regards to cash flow. I find that a lot of businesses haven't really gotten their financials in order so when they did need to get loans or some type of credit, they really weren't prepared to tell their financial story. That's why I believe so strongly in making sure that you have the financial tools in order to do that.
A lot of people were hoping that this crisis would just go away. That's why we're really encouraging businesses to look at things like online and creating a digital storefront to get your services and your products online. You have agility as a small business and you can zig and zag much better than some bigger companies so keep that agility moving constantly, make the changes and get the help that you need quickly to make them. When you are willing and able to move quickly lots of things can happen in a really good way.
What advice do you have to plan and pay for a reopening?
Unfortunately, in some areas businesses were allowed to reopen, and then due to a resurgence, they closed again. I believe that for some businesses when things go backward they tend to get paralyzed. Now is the time if you haven't reopened to think about and plan for when you do. What are your safety and security plans? What do you have to do differently in terms of re-setting up your business? It is going to be like opening for the first time but remember, this time your customers already know you so you're not starting from scratch, you’re not starting from square one, you're starting with a brand that people in your community love. I encourage you to use social media. We think that there's a lot of focus on social media.
What resources and publications should I work into my daily routine?
To stay up to speed on trends and pivoting during the pandemic, check out the various online resource centers. We set up one called the Mastercard Main Street Resource Center that really gives you access to a lot of tools and resources. And our partners like Create & Cultivate who has a tremendous resource, Hello Alice, or the SBA. So I would encourage you to Google some of these Resource Centers. They have a wealth of information for free to really help push you through this.
I think one of the best-kept secrets is organizations like the Small Business Development Centers, they all have websites, and if you take a look at those websites and you can actually call them. I think a lot of them are either back in the office or working virtually. So there are a lot of resources available. Sometimes people get paralyzed and think “I'm out here alone” but you are not out here alone.
As a self-funded founder, should I stop paying myself during this time to keep my employees?
That’s a tough question. You have to know what your financial situation is and look at the length of time that you can survive with the cash flow that you have. I think it's a really difficult time and it's hard for me to say without looking at your financials. But I encourage you to work with your bank and work with your CPA to really understand where you are. And if you've been self-funding up till now, and you want to keep operating that way, then you might have to give thought to some additional sources of funding.
Do you think rent forgiveness is going to happen again?
It's easy to focus on the things that you can't control and that's one of them so, I encourage everyone to think about it. If in fact, rent is not forgiving, what will you do then? You have to really look at both sides of the story and be prepared for either one. It goes back to the agility story that I mentioned earlier.
I operate a social impact business that supports living wages for women in Ghana. What is the best way to create corporate partnerships and are there specific departments or job titles I should seek to identify the right person in a company?
I tell you one of the reasons I'm so proud to work for Mastercard is that we are very focused on doing well by doing good and I think that most companies that feel that way will put that out there. We have done a tremendous amount of work for our center for inclusive growth. I think that financial inclusion is two words that you can Google in terms of different corporations.
If you are looking to partner with a company, you want to make sure that they have the same values as you do. That is why we at Mastercard are able to attract such amazing partners, like Create & Cultivate because we all believe in the same thing, which is helping others do well by doing good. So I would encourage you to look through financial inclusion.
Look at some of the major corporations in your area, and really dig in and look through their annual reports. Look at the kinds of things they talk about. These days there are a lot of great companies out there that are doing really great things.
I love your partnership with Create & Cultivate. It feels really authentic. How do you choose your partners?
Mastercard has a very strong focus on doing well by doing good so we look at partners that believe in that, too. It's really important to us. When we partner with organizations like Create & Cultivate we need to know that there's an authenticity, that they do care about small business, that they do care about minority entrepreneurship. It's also important to us to not just have people who say it but also show it and so we look at the work that's being done. We look at how that company represents itself.
We tend to attract really great companies that do that, too. So the partnerships that I mentioned before like Salesforce and Microsoft, are all great organizations that have a very strong approach to financial inclusion and caring. That's why we're really proud to be able to partner with them.
What are the three most important things to remember when first opening a business?
This is one of my favorite questions. Number one is to read The E-Myth book. That's really important because a lot of people when they're looking to open their business are thinking about the thing that they love. So for example, if they love making ice cream or they love making specialty cakes or creating candles at home, think about the other parts that you have to do when you run a business, make sure that you can manage your financials, and create the right business plan.
Making sure that you have a plan B should something happen like the pandemic. Really make sure you have a business plan that has the fullness to it—all the information that you need—and then really think about how you're going to fund it. Is it going to be self-funded? Is it going to be funded through friends and family? Are you going to get an angel investor?
When do you think is the right moment to open a business credit card?
Well, first of all, one of the things that I really encourage is to talk to your bank. And if you don't have a bank, it’s really important to get someone who can give you financial advice. Someone who can look over your financials to really help you decide when it's the right time. You know, we have many small businesses that might have started out with a consumer card, but now they need to separate out their business expenses. So, as soon as you can do that, really think about talking to the right people, whether it's a bank or some other great organizations that can provide credit cards for you.
We encourage people to work through those partners to decide when is the right time. It’s important to know that you’re not in this alone. There are some great credit unions, community financial institutions, and banks. There are many fintechs out there too that are able to provide credit cards. So, I would look at one of them.
Really focus and bring the right questions to the table so that you can decide. It’s probably not a decision that you're going to make alone. You're going to want someone to help you with that assessment of where you're sitting financially.
What are some of the smartest financial moves you've seen small businesses make in the midst of the pandemic?
Number one is this concept of pivoting. You know, how do we pivot during this time? And I think some of the successful businesses that I've seen did not wait. The other thing is having different channels. So, if you know that you deliver your products and services one way today, what are some of the channels that you could build in the future? Online is a very, very important channel. So I think it's really important to pivot and look at differentiated channels.
Any tips on how to embrace positive energy during this time?
I think it comes back to passion. I have been working with small businesses my entire career. I go to sleep at night feeling very sad sometimes because of the trouble and trauma that a lot of small businesses are going through but I wake up every day knowing that I have at least 10 hours to be able to think of something that could make a difference. I think that's where my positive energy comes from—the belief that I can make a difference, that I can spend an hour with all of you and hopefully you can walk away with one or two tips where you'll either feel better or do something different.
Energy is critically important. This has been just a terrible, terrible time, but we will come out of this. We will come out of this on the other side strong because small businesses, all of you, whether you're in a small business or whether you're thinking of a small business, you are here today because you believe there's something more to learn. I would encourage all of you to continue to think positively, to continue to believe in what you're doing because what you're doing will help.
MORE FROM THE BLOG
Soft Is Strong: How Taking a Softer Approach Can Have a Powerful Impact on Your Career
NIVEA is leading the charge in challenging the “soft” stereotype.
This post is in paid partnership with Nivea.
Being soft gets a bad rap and is all too often associated with being weak, especially in the workplace. In fact, according to a recent survey conducted by NIVEA, 59% of people view "being soft" as a negative and 49% of people define the word "soft" as being "weak." That’s why NIVEA—a brand that’s been dedicated to giving us all soft, beautifully nourished skin for over 100 years—is on a mission to challenge this negative perception of 'being soft' with their #RethinkSoft campaign. That’s right, in partnership with Kindness.org, NIVEA is destigmatizing softness.
At our annual LA 2020 conference, we sat down with successful women who, like NIVEA, are challenging the negative perception of soft and celebrating its power. During the Soft Is Strong panel powered by NIVEA, our founder, Jaclyn Johnson, chatted with Noor Tagouri, renowned journalist, activist, and motivational speaker, Jaclyn Lindsey, co-founder and CEO of Kindness.org, Adrienne Bosh, activist, CEO, entrepreneur, and philanthropist, and Gina Ybarra, creator of Hunt for Styles, about how softness has had positive, long-lasting impacts on their careers.
Spoiler alert: The conversation was just as enlightening as it was entertaining, so be sure to scroll on for all the most memorable moments from the conversation. Trust us, you’re going to want to commit these mic-drop quotes to memory.
Soft Is Strong: How Taking a Softer Approach Can Be Positive and Have a Powerful Impact on Your Career—Powered by Nivea
Panelists:
Noor Tagouri | Rethink Soft Storyteller, Journalist, Touring Speaker and Entrepreneur
Jaclyn Lindsey | Co-Founder & CEO, Kindness.org
Adrienne Bosh | CEO, Activist, Philanthropist, & Entrepreneur
Gina Ybarra | Content Creator, Hunt for Styles
Moderator:
Jaclyn Johnson | Founder & CEO, Create & Cultivate
On leading with kindness…
“When you are leading in a kind capacity, you are more respected. There is an effect on employee engagement and wellbeing when you lead with kindness.” - Jaclyn Lindsey
On positivity on social media…
“I like to share positivity and good energy because I believe it comes back to us.” - Adrienne Bosh
On navigating negativity on social media…
“I see the negative comments as a positive thing.” - Gina Ybarra
“It’s about understanding that there is another person on the other end of the screen.” - Noor Tagouri
“We have to learn how to lean into compassion.” - Noor Tagouri
On not letting negativity in…
“What people say about you is none of your business.” - Noor Tagouri
“Our opinions do not define other people.” - Noor Tagouri
On being vulnerable on social media…
“I like to share vulnerable, tough moments because I think, to inspire people, they need to be able to see themselves in your pain to see themselves in your success.” - Adrienne Bosh
On taking a soft approach in the boardroom…
“I’ve had to let many people go over my career. I was encouraged to show no compassion. It was awful for me. I told my HR department that I won’t do this anymore, and I need to do this with softness and compassion.” - Jaclyn Lindsey
On strength…
“Use what makes you vulnerable as your strength” - Noor Tagouri
On a strength that’s seen as a weakness…
“I am extremely patient and my blood runs slow. People think it's a bad thing, but I just try to think before I talk so I don’t hurt anyone.” - Gina Ybarra
On the power of storytelling…
“Different people see themselves in my story, and I am able to soften their hearts by being myself” - Noor Tagouri
On adding softness to the world...
“We have to frame softness into an image of strength.” - Noor Tagouri
Learn more about the Nivea Rethink Soft campaign and shop their popular product categories across Nivea Body Care, Creme, Lip, and Body Wash products.
Photography: Smith House Photo
Get Out Your Planners—Here's What to Expect at Our LA 2020 Conference
It’s going to be our biggest and best yet!
We couldn’t be more thrilled to host the first conference of the new decade in our beautiful home town—LA 2020 is going to be major! With all the excitement that Los Angeles has to offer—the sand, the sun, the glamor—it only made sense that we would bring it back to the city of angels.
For those of you who aren’t familiar with our conferences, they are the diamond in our crown—*Read: the biggest and best events Create & Cultivate has to offer—and we promise LA 2020 will be monumental! We always bring our A-game but this time we’re putting some serious A-list talent on the stage—Jessica Simpson, Eva Mendes, Antoni Porowski, and more!—the pop-ups are poppin’, the VIP lounge is packed with activities and surprises, the networking is next level (this is the city of exchanging business cards after all) and the on-site experiences are Instagram heaven. You don’t want to miss this one!
Read on to discover everything we have in store for this jam-packed day and get your tickets ASAP!
THE NITTY GRITTY
Attendee Happy Hour 2/21
Networking is a huge part of our events and the attendee happy hour is a great time to mix and mingle with your fellow Create & Cultivators over a Pomp & Whimsy gin cocktail (made by female founders in L.A.) before the big day. You will need your badge or confirmation email for entry but if you haven’t received it yet, you can pick it up here.
When: February 21
Time: 6:30 - 8:30pm
Location: Second Home
Address: 1370 N St Andrews Pl, Los Angeles, CA 90028
Conference Parking
Our LA 2020 event location doesn’t include on-site parking, however, there are paid lots nearby (see below). We encourage you to take advantage of the city’s incredible public transport or ride-sharing to set yourself up for a day of success.
A few lots nearby include:
1331 E. 6th Street, Los Angeles
Price: $20 max
Distance to venue: 0.6 miles
2001 E. 7th Street, Los Angeles
Price: $9 max
Distance to venue: 0.2 miles
647 Mateo Street
Price: $10 max
Distance to venue: 0.3 miles
LOCATION
Rolling Greens
1005 Mateo Street
Los Angeles, CA, 90021
Registration
If you haven’t received your badge in the mail, please collect it at the attendee happy hour or during check-in on the day of the event, this includes all non-U.S. based attendees too. Please have your government-issued ID with you for access. You will also receive a super cute At-A-Glance notebook, and track 1 or 2 schedule cards with your badge outlining the day ahead. Depending on your lanyard you will be set up for track 1 or track 2—please note you are NOT able to change your track (unless you are a C&C Insider member).
If you’re a VIP, you’ll get some additional swag and opportunities as well, including VIP lounge access and your own beauty bar (see below for more perks)! Concerned you’re going to miss out on one of the panels? Sign up here for an Insider’s membership to get access to all of the panels—yes, both tracks 1 and 2.
Address: Rolling Greens DTLA: 1005 Mateo Street - Los Angeles, CA 90021
Attire
Heads up, Rolling Greens is massive and half of the LA 2020 event is outside (yes, we’re talking all surfaces from concrete to dirt). With so much to see and do, this also means a lot of footwork. So, we suggest wearing your favorite pair of sneakers or comfortable shoes to make sure you feel confident and comfy all day long because this one is jam-packed.
The forecast for Saturday is also looking a little chilly at 62 degrees with a chance of rain, so please come prepared for incumbent weather to ensure your day goes off without a hitch. We recommend bringing a small umbrella or waterproof poncho to keep you dry from any drizzle while you’re waiting in line.
Pump Room
New mom? We have a dedicated pump room located in the greenhouse by the Mastercard Main Stage.
Our events fly by, so we suggest planning ahead. See below for all the amazing activities!
VIP PERKS
We love our VIPs and this time the perks are jam-packed! Take a look below to see what is in store for you:
Access to rest, relax and network at VIP lounge on site
Private bathroom and water fountain (to refill your reusable Pathwater bottle)
Your private beauty bar including:
Glam Squad doing makeup touch-ups all day.
House of Lashes will be applying beautiful lash sets to VIPs all day.
Your exclusive dining experience including:
Breakfast
Donuts provided by Donatsu
Your own Califia coffee station
Smoothies by Bumpin Blends
Yogurt and protein shakes provided by Forager and Bare Naked Granola
Lunch
Cafe Gratitude guacamole and chips, pure kale and sea vegetable salad, whole-macrobiotic bowls, humble Indian curry bowls
Break
Ice Cream Social brought to you by Not Your Mother's Haircare featuring NadaMoo vegan ice cream.
Happy Hour
Shake Shack special Create & Cultivate Custard
Bar
Private bar Ketel One Botanical plus access to Jackson Family Wines and Chandon all-day including.
Your exclusive Programming
Break
4:20-4:50 @ Second Stage
PR 101 session at the second stage with Holly Curtis, Senior Director PR, Blended Strategy Group
First twenty VIPS get a C&C Planner
4:50-5:10 PM @Second Stage
Legal Workshops - Understanding the Capital Raise: Choosing the right investor and the right structure at Second Stage with Emily Yukich, Managing Partner, Fox Rothschild LLP
6:30-7:00 PM @ VIP Lounge
Networking mixer
Swag & Giveaways
Surprise & Delight giveaways throughout the day!
Gift bag with goodies from our partners and friends worth more than $400
C&C INSIDERS’ PERKS
Our Insiders’ members get a ton of on-site perks and Los Angeles is no exception. Not an insider yet? Well, don’t miss out—you can sign up here and pick up your membership kit at the Insiders pop-up in the showroom. As an Insider, you will get access to all of the panels and keynotes, yes that’s Track 1 and Track 2.
C&C Insider Perks:
Skipping the line
Front-of-line access at the Attendee Happy Hour
Front-of-line for registration and first in to snag those IG moments
Front-of-line for the beauty bar in GA and VIP
Front-of-line at our Illusion IG moment
Seating
You’ll have priority seating at the Mastercard main stage and second stage (yup, that means front row, always).
Meet & Greet
MC Main Stage 8:30-9:00 AM
Jessica Simpson book signing
Olly Pop-up booth 12:30-1:00 PM
Antoni Porowski meet & greet
MC Main Stage 4:50-5:10
Insider Meet & Greet with Adrienne Bosh, Heather Dubrow, and Jaclyn Johnson
Swag
Stop by the Insider booth for your brand new keychain
Swing by the #ShopCreateCultivate pop-up for a free gift with special personalization. Insider’s get 10% off all pre-sale items purchased on site. You’ll have to visit the pop-up to find out what our next product line is—shhhh!!!
Skipped a panel to explore the pop-ups and activations? Insiders get access to all the panel footage after the event on your C&C Insiders dashboard.
SCHEDULE
Want the full lineup? Check out the play-by-play schedule to map out your big day. It’s going to be huge so we recommend getting a head start on planning out your day now.
RSVP-ONLY EVENT
Adobe Workshop: Up to Speed: Time-Saving Tricks for Video Editing in Premiere Pro
Where: Mastercard Main Stage
Time: 4:20 PM - 4:50 PM
Even the most established video editors are forever looking for hacks to get to export faster. In this workshop, social media influencer and Adobe brand ambassador, Amber Torrealba, will show easy ways to significantly speed up Premiere Pro workflows without sacrificing any quality—and even adding some!—with professional color, audio, graphics, and social-specific specs in a matter of clicks.
Don’t miss this exclusive Adobe Workshop to get the latest tips, and tricks on Adobe Premiere Rush discover new features and learn how to take your videos to the next level. This is an RSVP-only event so make sure you sign up below to guarantee your seat. It’s time to wow your followers on social media.
Pop-Up Market
Grab your C&C swag at the Insiders’ pop-up. It’s not too late! You can also sign up here if you aren’t a member yet. See all of the benefits of a membership at the top of this post.
Everyone’s favorite carbonated, sugar-free soda will be passed out at the Lacroix pop-up along with colorful, branded swag.
Sample the best-selling gummy vitamins and learn more about their benefits from deeper sleep to vibrant skin. Be sure to snap a pic in their cool “California Dreaming” photo moment and post it to social for an exclusive 1:1 tarot card reading at their pop-up.
Get a professional IG moment at the PicMonkey pop-up and receive the edits in real-time along with a cute PicMonkey template. You won’t be leaving empty-handed either—grab some PicMonkey swag before your next panel!
Volvo
As the official auto partner of LA 2020, Volvo is bringing their A-game. Their stunning floral installation makes the perfect photo moment and while you’re there, write your intention on their 2020 Volvo XE40 car. Yes, you heard right. Grab and pen and write your 2020 vision directly onto their brand new car. Fun, right?
Get your intention latte bracelets with every coffee and snap a photo in front of their living plant wall while you’re at it. They are also serving cold brew coffee in the food hall. Grab-n-go their dairy-free milk with your morning coffee.
Snap a photo in front of the “Lookin’ Like a Snack” mural and satisfy your hunger at their sampling station where they’re serving a delicious range of healthy, GMO, and gluten-free crackers.
Need a Lift? Join NuFACE, the leader in Microcurrent Skincare™ for micro-treatments and special offers at the Mobile Lifting Lounge ™ (it’s inside the cool metallic silver airstream).
Show your true colors and snap a selfie at the Brahmin bright wall of handbags. Experience the quality of these beautiful accessories for the modern woman and purchase your favorite arm candy in their pop-up, too.
Have a sweet tooth but trying to #breakupwithsugar? Stop by Lily’s sweets to try out their new products, chocolate bars, and chocolate-covered caramels that taste delicious without the sugar! All attendees will receive Lily’s chocolate in their gift bag too.
In the mood to do a little shopping? Stop by the Michael Stars’ pop-up to browse the stunning range from their latest collection.
Discover why it’s a strength to “Think Soft” at Nivea’s pop-up where there will be major photo moments (we’re talking a sequin shower), hand massages with their cult-favorite moisturizers, an interactive mural, and loads of product sampling. You don’t want to miss this one!
One of our favorite skincare lines is launching their new vitamin C product at LA 2020 so head on over to their pop-up for free product sampling and see why everyone is raving about Bliss. Snap a photo in front of their orange tree and snack on an orange-flavored custom macaroon while you’re there. Also, anyone who posts a pic on Instagram and follows Bliss on TIKTOK will get a full-sized Bliss product.
Step inside this stunning real-life greenhouse and sample a wide range of the Not Your Mother’s haircare line. Then get social and snap a pic at their stunning floral photo moment.
Don’t miss out on experiencing the brand new microdermabrasion cream at the Dr. Brandt pop-up. And, if you post on social media and tag @drbrandt with the hashtag #sayIloveyou they will make a donation to their Dr. Brandt Foundation dedicated to mental health well-being.
See first-hand why Jessica Simpson has built a billion-dollar-a-year business out of this best-selling line. Experience the collection and buy your favorite pieces, too.
Sample this delicious gluten-free pizza base and chicken tenders all day and taste why Caulipower is on track to generate $100m in revenue this year.
Design a bedtime ritual that works with curated sleep essentials from SLEPT. Get a FREE crystal-infused bath bomb when you share your @thesleptlife selfie from the pop-up.
Want a free pair of shoes? Head to the JustFab pop-up for a major surprise-and-delight moment. Pick a line labeled one to three, check behind the door, and walk away with a new pair of shoes. Easy!
Discover why this Kefir is being called “the champagne of dairy” with their delicious smoothies with toppings being served all day.
ONE
Experience their tropical set up and lounge area while you snack on their delicious protein bars being served all day.
Start a new ritual for your hair—yes, your hair—and experience this innovative range of combs, brushes, towels, and oils. Buy on-site and have your order shipped directly to your house. Be sure to pick up their unique Crown Affair stickers too.
This family-owned vineyard is renowned for its delicious wines from the beautiful Sonoma region. Head to their pop-up trailer for wine sampling all day.
Between never-ending emails and meetings, there’s no such thing as a 9-to-5 gig. iHerb | Love Letter is all about helping you find the balance you need to inspire #badassboss vibes in your life. So head over to their pop-up to sample some of their natural wellness products and self-care essentials.
Hear Eva Mendes talk through her designs on stage as our keynote speaker, then head over to the New York & Company pop-up to see them first hand (and purchase them too). Take a photo on their stunning floral bench while you wait for friends to browse the Eva Mendes collection, too.
Head to the Facebook Messenger Small Biz Studio to chat with their experts on how to use FB messenger for your business.
Loved our office stationery collection? Then swing by the Shop Create & Cultivate pop-up to get a sneak peek at our brand new product collection and shop the pre-sale before anyone else—shhh!
If you missed out on buying the stationery collection online or in-store, then head to the Acco pop-up to see the line. There will be Shop Create & Cultivate collection giveaways too. Simple post a photo in the booth and tag @shopcreatecultivate for a free Clip Folio.
The Little Market is a nonprofit fair trade shop featuring ethically sourced, artisan-made products. Head over to experience this feel-good product line. They’ll be doing Create and Cultivate-inspired candle customizations with the purchase of any candle (only while supplies last) and gifting a mini bouquet to the first 40 Create & Cultivate attendees who make a purchase from The Little Market pop-up. Then be sure to hear Lauren Conrad and her co-founder Hannah Skvarla joined by Jessica Alba as our final keynote speaking about their passion for building a business with purpose.
Honest Beauty will be on-site offering makeup application of their brand new Lit Powder Blush at their pop-up. This gorgeous, pearl-infused powder makes for a blush and highlighter in one to give bold, blendable payoff and a lit-from-within golden glow. Snap an Insta at their pop-up after you get your glow on! End the night with Founder, Jessica Alba, alongside The Little Market's Lauren Conrad and Hannah Skvarla for a roundtable discussion on Passion, Purpose, & Profit.
Did you know you can use Pinterest to help with all your small business needs? Find out how by speaking with the Pinterest team at their pop-up. We guarantee you’ll leave feeling inspired and ready to pin your next business idea.
Computer at 5% battery? Need some sun on a rooftop with DTLA views? Check out The Maxwell (1019 E 4th Place, LA) on Friday, February 21 before the Create & Cultivate conference kicks off! WeWork is offering a complimentary hot desk membership for 1 day at their premier location.
To Redeem:
Visit we.co/maxwellhotdesk and enter promo code WWHD51395*
*Code must be redeemed by February 29 and once you sign up, membership is valid through February 29. Membership will automatically renew on March 1 with a charge of $420/month, unless canceled prior to that date.
FOOD & BEVERAGE
BREAKFAST
This is your time to supercharge before the big day ahead with nutrition-packed smoothies provided by Bumpin Blends and yummy yogurt parfaits from Forager Project. Enjoy hot coffee with dairy-free milk by Califia Farms.
LUNCH
All GA’s will be feasting on Urban Remedy macro bowls and vegan Caesar salads. Yes, please!
BREAK
Ice Cream Social provided by Not Your Mothers
Get your hands on Nadamoo’s delicious non-dairy and organic ice cream thanks to Not Your Mother’s Haircare. To celebrate the Not Your Mother’s new haircare collection, they teamed up with Nadamoo to create delicious ice creams topped with the natural ingredients inspired by the line. Grab a honey-flavored or matcha topped ice-cream with the matching sample of the new haircare product. Cute right? Don’t miss out.
BEVERAGES
Make sure you stay hydrated with Health-ade Kombucha, ROAR, and Pathwater served all day.
Enjoy coffee all day at the Califia bar located in the showroom pop-up area with comfortable lounges and chairs provided by Witty Rentals.
HAPPY HOUR
After a long day of panels, pop-ups, and networking it’s time to refuel. Finish up the day with the famous vegan burgers from Beyond Meat. The sparkling wine and low-cal cocktails will also be flowing at happy hour, provided by our friends at Ketel One Botanical and Chandon.
ALLERGIES?
We try our best to accommodate but we recommend that you BYO lunch at the conference if you have food allergies.
GIFT BAGS
We know you want ‘em! Get your shoulder ready for gift bags filled with goodies from some of your favorite. Please note, gift bags are only available upon exit. Pick them up at registration on the first floor (where you checked in at the beginning of the day) in exchange for your badge. Please keep in mind, if you have to jet off early and want to collect your bag on the way out, you’ll also be forfeiting your right to come back in.
Other Need to Knows
There are no charging stations on-site so please come prepared with a fully charged phone or a mophie with extra juice to be set up for success all day.
Handicapped accessible parking is located at the front in Bay 3.
Need Help?
If you need assistance throughout the day or have accessibility needs, then we’re only too happy to accommodate. Please email carol@createculitvate.com with any special needs that you have on-site ahead of time so we can assist with any additional needs before the event. On the day, lookout for the friendly faces wearing light purple jogger sets with our LA 2020 logo on them around the event and they’ll be happy to help!
Get prepped ahead of next weekend’s conference and stay tuned for updates by following along on our social at @createcultivate and use the hashtag #createcultivatela to keep in touch!
WE ARE SO EXCITED TO SEE YOU IN LA! Who are you most excited to see? Share in the comments below!
I Was Drowning in Self-Doubt Until Create & Cultivate Shifted My Mindset
Gems to keep with you forever.
Written and submitted by Patrice Boswell after attending her first-ever C&C conference in San Francisco.
Photo: Courtesy of Patrice Boswell
Like most Create & Cultivate first-timers, I did my homework to prepare for the big day. I scoured C&C's site for articles on networking, what to pack in my purse, and what to wear. Anything that would give me insight on what to expect.
Even so, I arrived at the conference feeling anxious and out of my depth. The hours of note-taking, online shopping, and designing business cards didn't boost my confidence.
Because my problem wasn't unpreparedness, it was self-doubt. Believing I didn't belong in the same space as creators, inventors, and entrepreneurs. The same self- doubt that has kept me from doing the one thing I desire the most, writing.
They say you should surround yourself with people you want to be like. Create & Cultivate allowed me to surround myself with other storytellers.
And here's how the conference shifted my mindset.
“The little wins matter because they make the big victories more attainable.”
—Patrice Boswell
Sense of Community
I attended the event solo, but I had so many event buddies. I met my first buddy in the entrance line, and we, of course, became each other's photographers. I learned about the history of the venue by talking with someone over breakfast and I had honest conversations about inclusivity between panel discussions and lunch. From the beautiful interior design to the bomb playlist, C&C curated an experience that set the tone for a good time. And you make friends when you're having a good time.
Most Inspirational Moment
The spotlight conversation highlighted the journey of a boss woman, Cindy Eckert who broke down barriers for a cause that was bigger than herself. She fought so that women could have options when it came to sexual desire. She illuminated a problem that was being ignored and provided a solution.
Women are often taught to compete against one another, which leads to independent success. But we're at our best when we're working together for the betterment of one another.
"Speak up, stand up, and lock arms."
Her efforts will transform the lives of many. That's a humbling revelation. The best work is the work where we're in service to others.
“Women are often taught to compete against one another—which leads to independent success—but we're at our best when we're working together for the betterment of one another.”
—Patrice Boswell
Biggest Takeaways
The keynote speakers, panel discussions, and mentor sessions provided the best advice.
"Refine your intention for why you want to do what you want to do."
To create authentic content, you have to stand for something and let it be the center for everything you do. You're less likely to get distracted by shiny fads when you remain true to your purpose.
"Connect unexpected dots that cross your path, at different times in your life."
You must pay attention to what's going on around you. There's inspiration everywhere, and a great idea can come from anything. Experience life with fresh eyes and ears wherever you go. In everything that you do.
"Go where the momentum is."
When you focus on the trees, you lose sight of the forest. This tunnel vision makes it hard to take inventory, reevaluate, and pivot. If something's not working, you're allowed to stop and ask why. You're allowed to try new things and go a different way. Even if it's not the path, you intended.
"If you want to be interesting; be interested."
Just because things are a certain way, doesn't mean you can't deviate. Do what's exciting for you. Whatever makes you tick, focus on that. That's what sets you apart from the person in front and behind you.
"Make and keep promises to yourself. It will build your confidence."
We're busy; things get pushed aside and never get done. But if we make small goals for ourselves, we're more likely to accomplish them. The little wins matter because they make the big victories more attainable.
Victory Moment
For me, being a contributing author for Create & Cultivate's blog is a big victory. After attending the conference, I devoured the pages of my journal. I then promised myself to pitch an idea to the editorial director. And I did. I wasn't sure where things would lead, but the small victory of sending the email was enough. Enough to build my confidence, which put me in the right frame of mind to create.
That's what the Create & Cultivate conference did for me. It inspired and motivated me.
Join us on February 22 for our Los Angeles Conference! It’s going to be one of our biggest ever with panels, experiences, networking, workshops, and so much more. Buy your tickets today because this one is going to sell out!
3 Lessons we Learned from Our Create & Cultivate Chicago Mentors
Jot these down.
Start your next meeting with “Is this your best work?”Do you ever just wish someone gave you the playbook for the next five years of your life? Like, imagine if someone really took the time to write out the list of things you need to do step-by-step in order to accomplish your dreams?
Welcome to mentorship.
Disclaimer: It doesn’t actually come with a step-by-step playbook.
What it does come with, are real life lessons, candid advice, and a mutually beneficial relationship.
Everyone tells us mentorship is one of the major keys to success. Cool, but when, where and how do we even start finding a mentor? We all have those same questions. So we tapped some of our mentors from the #CreateCultivateCHI Comcast Mentor Power Hour to break down all the keys to mentorship.
Jeni Britton Bauer is the founder of Jeni’s Ice Cream. After leaving school to start her business, Jeni overcame a ton of challenges, and her business has now expanded to 33 stores across the U.S.
Ebony Lee is the Senior Vice President of Strategic Development at Comcast NBCUniversal. Innovation is central to her role, and she works in emerging areas of growth for the company, including supporting startups in media and technology.
Riyhana Bey is the Director of Brand Execution and Marketing at Volvo. She oversees digital and social strategy and helps execute integrated marketing campaigns.
Maxie McCoy is a career coach, motivational speaker and the author of You’re Not Lost, a tough-loving guide to figuring out your next steps and believing in yourself enough to take them.
We love knowing that Comcast NBCUniversal believes that mentoring matters! Keep reading to get their advice on mentorship below.
On modeling behaviors
One reason mentorship is essential for young professionals is because success leaves clues. Meaning, as people rise to the top of their respective career chains, they leave behind habits and example behaviors that we can model. What are some behaviors or habits that you shaped from mentors along the way?
Jeni Britton Bauer: Never cry “why me!?” Accept unexpected challenges and begin to be a part of the solution immediately.
Every single moment or event is a chance to grow, learn, explore, discover, have fun. Always be aware of and curious about what’s going on around you and of the people in the room and your life will be a great adventure.
Champions are champions because they get good at being beat up, knocked down, and never losing focus. That’s why LeBron is so good at basketball. That’s why I’m good at ice cream. Make your number one trait about resilience. Show the world that you are a champion at never losing sight of your vision of who you want to be and that nothing will stop you. Let that pride fuel you.
Never underestimate the smallest, meekest among us. They are often the most powerful.
These I learned from a Wayne Dyer self-help book in 1993, my grandmother (Enid Scripture), LeBron James, and Frodo Baggins.
Ebony Lee: The smartest people in a room are usually not the ones with all of the answers, but the ones asking the most thought-provoking questions. I’ve seen the greatest leaders use this trick and I completely believe that it has helped shape my success. I keep this in mind all the time, and definitely cut my teeth on this approach early in my career when I was a consultant, and still do to this day. When you’re able to get people thinking and talking, it’s a powerful tool in guiding people to the right answer or approach. Plus, you’ve now given them an ownership stake in a project’s success.
Maxie McCoy: I’ve been on the receiving end of incredible mentorship. One of the biggest lessons I’ve learned from these mentors is to know where you shine and then optimize for that. There’s never a single path to success. Rather, it’s important to take the best practices you see your mentors or inspirations doing, and then layer your own unique way on top of it.
Riyhana Bey: One of my favorite bosses would start meetings by asking one simple question: “Is this your best work?” If anyone hesitated or said no, he would immediately stop the meeting and ask what it would take to get to your best. He believed in hiring a team that was smarter than he was, and he saw his only role as being a facilitator of allowing others to do their best work. I fully believe in surrounding yourself with people smarter than yourself, listening to them, inspiring them, and getting out of the way of their greatness.
On finding their first mentors
Jenni: When I was 13 I decided that I had no one in my life who could help me become who I wanted to become—my family had broken apart, and it was not a good situation. I was worried about my future. So I wrote in my journal that I was going to find people outside of my immediate family I could model myself on. And that’s what I’ve done since.
I never had real mentors. I studied others I admired from afar and picked up their traits. From Katherine Hepburn to Luke Skywalker, and Aragorn to LeBron James.
Ebony: I found many of my mentors by volunteering for projects that were outside of my scope of work. In taking this calculated risk I expanded my skill set, and I was also able to gain exposure to leaders that I wouldn’t have met or had access to in my day-to-day. It’s happened more than once that these leaders saw my potential and became my mentors, and these are people who’ve guided me through many of my career choices, including my decision to join Comcast.
Maxie: My first mentor came from a cold email that I sent to the then highest ranked woman at ESPN, Rosa Gatti, to see if she’d talk with me about my goals to be a sports broadcaster. I was obsessed with the idea of interning at ESPN while in college, so I joined the Association of Women in Sports Media and highlighted every woman that worked at ESPN. Rosa answered that email. She got on the phone with me. She said I impressed her. And then she proceeded to open a door that put my life on a rocket ship forward, but I still had to run through the doors that she was opening. Normally, I wouldn’t tell people to go cold calling for mentorship, but in this case, it worked for me in a big way. So, don’t expect it, but it is a good reminder that the worst someone could say is “No”...and the best I could possibly be better than you can even believe!
Riyhana: All of my mentors were found the same way. I sat in a room, listened to them speak and was in awe. After that, I sought them all out and volunteered ideas on how could be helpful to them and asked for a value exchange whereby they let me ask as many questions as I wanted. I’m lucky they obliged, and I’ve learned more from lunches with them than entire years of my career.
On mentors and mentees benefiting each other
It’s crucial for us to think of a mentor relationship just the same as any other relationship in our lives. Adding value to your mentor's projects and business goals is just as important as receiving value from them. We asked our Comcast mentors their best advice for creating a mutually beneficial relationship with a mentor.
Jeni: Show up with your homework done. I had one guy I stalked in the food science department at Ohio State University who only said “yes” or “no” to my theories. I would read a science textbook on milk, work at the dairy, make a few discoveries and say to him, “So, if I heat milk like this, the proteins will act like that?” And, “Can I use that to build body instead of stabilizing or emulsifiers?” He would just say, “You are on the right track,” or “Nope.” Nothing is free. You gotta do your work. I learned more from him than almost anyone.
Also, if you aren’t working on or thinking about your thing all hours of your free time, then you aren’t passionate enough. I still do that. Self-care for me is working. It’s what I enjoy most. Don’t ever look for shortcuts from mentors. You are strong and capable, and you need to show that. Unless you’re a rare genius and your idea is so great that it builds itself. And while we’re here, I’ll add that all the money in the world isn’t worth what it will take from you. You’ve got to have a better, more inspiring motivation — like “I want to live a life of adventure and excitement.” Use a mentor to help you focus on the important stuff and then let everything else go.
Never waste time, especially mine.
Ebony: Like any relationship, you need to be truly committed to getting the most out of it. There are a lot of inspiring people you will meet, and while it is tempting to try and cast a wide mentorship net, this doesn’t always work out in your best interest. Really take the time to invest in your relationship with a mentor – and make sure that you’re getting what you need as a mentee. This might mean taking it slow and studying someone before approaching them, and I think you also should ask yourself the tough question about whether there is actually a connection between you and the potential mentor.
Remember you get what you give, and that’s true for a mentor and a mentee.
Maxie: Know exactly where they can provide value. Most great mentor relationships don’t come from “picking their brain” on everything under the sun. Nobody has time for that. Rather, know where their specific expertise can provide insight into your own career and focus your time on that.
Circle back. If a mentor gives you advice and you take it, let them know! If they open a door for you or a connection, let them know how it turned out! These are the highlights of mentor relationships so make sure they know. Show your gratitude. Whether that’s supporting their work, giving them your feedback, or sending a handwritten card, make sure you’re giving as much as your taking. Often, a heartfelt thank you can go a really long way.
Riyhana: I have only one key – you must genuinely admire and respect each other. Mentoring can be as wonderful as being mentored, and both parties have to be engaged and see something special in one another that allows you to make the time and commit to the process over time.
Mentors can be found in various ways and sometimes, they don’t even need to know they are a mentor of yours. Just watch and take notes. Remember ladies; success leaves clues. Study those who inspire you and ask the right questions. Take the advice from our Comcast #CreateCultivateCHI mentors and apply it to your mentor relationships.
What’s your experience with mentorship been? Leave us a comment below to join the convo!
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