"I Never Use the Words Win or Failure Anymore"—and Other Boss Lady Quotes From Our First-Ever Small Business Summit
Get out your notepads.
Big city, bright lights! We made the trek from one coast to the other this fall for our first-ever Small Business Summit in partnership with Mastercard. NYC greeted us with incomparable energy and we were so excited to hit the ground running with endless opportunities for networking, knowledge dropping, and so much more.
At C&C, we make a point of supporting small businesses and their founders—as does Mastercard. So, it only made sense that we would join forces with the best-in-the-game to create a new summit for our community. We set the stage for attendees by offering some incredible awe-inspiring panels, workshops, and photo moments—but don’t jump the gun just yet if you’re feeling that wave of FOMO.
Not only did we talk hustle, but we got to see it IRL. We were excited to partner with Mastercard and spotlight a few boss-ladies who set up shop in the Mastercard Small Business Marketplace for attendees to shop, talk and network with—talk about shopping with purpose!
But we will say, if there was one thing to have total FOMO over, it was the Bumble Bizz Headshot Studio. We were honored to carve out a special place for attendees to have professional headshots were taken (not to mention it was a killer Instagrammable moment, too). Be sure to download the app for a chance to try the best networking tool at your fingertips.
Follow along for some snapshots and key learnings that will make you feel like you were there in the Big Apple with us. Don’t forget—if you’re an Insider—you too can access the live recordings of these business-savvy panels from the comfort of your own home (or smartphone).
Take a look below for the best of our Saturday in the city.
Keynote: Sophia Bush and Stacy London
Panelists:
Sophia Bush | Actress, Activist, and Host of Work in Progress podcast
Stacy London | Style Expert and New York Times Best-Selling Author
Stacey London
On pivotal points and realizations...
“All the things that I thought were failures were what propelled me to the next thing.”
“I never use the words win or failure anymore—they are just ‘value judgements’.”
“Expectation is the enemy of forward movement—it is the enemy of progress. “
“Age is no longer an indicator of giving good advice—experience is no longer how we measure advice.”
“Being clear on what your goals are, saying ‘no’ when something doesn’t serve you or your company is essential.”
On getting through hardship and disappointments in your career...
“I'm going to look at whatever that roadblock was, I'm going to figure out how to get around it or I’m going to build a different road.”
“For people in your generation, the more options you have— being a multi-hyphenate—it’s looked at as such a positive thing. In my generation, not only did you have to stay in your lane, you don’t check any boxes.”
”We’ve all been met with dead ends. You never think you are going to meet the problems you’re going to be met with. You have to believe that everything happens for a reason. You have to become a problem solver in your own life.”
On saying ‘no’...
“Once I named what it is that really motivates me, it made it easy to say ‘no’ when it didn't fall under that umbrella.”
Sophia:
On words of wisdom...
“If the world isn't ready for your good idea, that doesn’t mean it wasn’t a good idea.”
“Don’t compare your insides to someone else’s outsides.”
“Humans need eight hugs a day to survive in their bodies—twelve hugs a day for optimal performance.”
On connection:
“You must connect with your people in real-time, in real life. Whether it’s your company, your clan, it’s not enough to just connect through social.”
“It is not okay, ever, to feel less than.”
On self-worth:
“Don’t compare your insides to someone else’s outsides.”
On setting goals:
“We set goals, great but we achieve that goal and set new goals so, we’re always chasing something on the horizon—we need to be able to look at the life we’re living today and say that it's pretty cool.”
“The idea is to not be so hard on yourself but to stay motivated. You are always going to be moving. The idea is to think of there is no finish line until your ashes are in the ground.”
“The point of living is to keep going.”
“Instead of that high and that low, see it as one more step.”
On saying no:
“Once I named what it is that really motivates me, it made it easy to say no when it didn't fall under that umbrella.”
“Get clear what the pillar is that all your verticals fall in. Say no if it doesn’t fall under that pillar.”
“I really want for all of us to figure out what serves us and lets us serve the world.”
Venture Forth: Building, bootstrapping or bringing on capital for your business
Panelists:
Vanessa Dew | Co-Founder and Chief Sales Officer, Heath-Ade
Molly Hayward | Founder and Chief Brand Officer, Cora
Hilary McCain | Founder and CEO, Sweet Reason CBD
Arielle Loren | Funding Expert for Women and Founder, 100K Incubator
Jaclyn Johnson | Founder and CEO, Create & Cultivate
Moderator:
Sacha Strebe | Editorial Director, Create & Cultivate
Jaclyn Johnson
On the big picture...
“A lot of these big companies that you love don’t make any money, but they make a lot of the headlines.”
“Fall in love with the numbers.”
Vanessa Dew
“When we were raising our first round, let me paint the picture of eating ramen every day—we were beaten down, we were getting up early in the morning to go to the farmers market—so we eventually needed money to supplement the business.”
On the money conversation...
“As females, we often don't negotiate or bring up taboo topics. For example, founder pay, founder liquidity. These topics were never brought up because we were afraid.”
On how to raise money...
“We called in a whole village: a finance professor, brought lawyers on deck—we had a whole group to gain their insights. You get insights from people, but at the end of the day you need to follow your gut and do what is right for your business.”
On raising money or bootstrapping it:
“We are responsible for our teams lives. There is an emotional side to it.”
“As a founder and leader your job is a fiduciary responsibility to increase holder value—we are not robots. You are a human leading the company. At some point your agendas don’t match. It is always good to align with your executive team and your investors around what the plan is for the next three to five years.”
Molly Hayward
On the why behind Cora...
“You know for me it started from a place of pure inspiration. I was travelling in Kenya and found out that all the girls were missing school during the month of their period because they couldn’t afford period products. How fucked up is that?”
“When I looked into the industry I was shocked at how unconscious we were when it came to the impact of the products we were using.”
On creating and growing her business...
“For me, the disruptive piece came from not knowing any better. Not feeling like there was a rule I had to follow, not feeling like there was something I had to differently.”
“It was clear to me that I wanted to create a brand that represented the values of the modern woman. It’s sad that that is considered disruptive, but it is.”
“It is taking the attitude of: ‘I’m going to let who I am lead this process’ and following your gut.”
“Best Advice: Make more than you spend. At the end of the day if you can you do that in as lean of a way as possible, you put yourself in the strongest position.”
On raising money...
“In the first 18 months from idea to raising money, I have gone through every type of funding—self-funded at first and from there I did a crowdfunding campaign.”
“There’s no wrong way to do this.”
“Be conscious of your cash flow.”
“I was by no means an expert and I leaned on other investors and other entrepreneurs I know and asking what I need to do next.”
“Finance and investing is still a male-dominated industry—women are still breaking in.”
“You're not alone, let it be a learning experience. Don’t be afraid to ask questions. Don't feel like you're not worthy of that answer and that money in the end.”
Hilary McCain
On the importance of working with others...
“Sell the dream. Convince the people around you to build something with you.”
“One way we have found to get good people involved is giving equity to every person involved in the company, from the top down to the bottom.”
On raising money...
“The second you raise money, the clock starts ticking. There is enormous pressure, but I might not have completely appreciated how much you are held to those numbers.”
Arielle Loren
On raising funds...
“There are so many options and for us, it's about educating people about their options. Know where you fall in the process, then you can set yourself up for success.”
“How can you show proof of concept as early in your business as possible? What can you do in the meantime to position yourself and your company as something with potential?”
“Raising money doesn’t mean you have a profitable and viable business yet.”
Mastering the Three C's: Content, community, and commerce
Panelists:
Marie Forleo | Marie Forleo, author of the instant #1 NY Times Bestseller, Everything is Figureotuable
Courtney Quinn | Founder, Color Me Courtney
Leann Livingston | Brand Manager, Square
Ginger Siegel | North America Small Business Lead, Mastercard
Claire O’Connor | Editorial Director, Bumble
Mallory Blair | CEO, Small Girls PR
Moderator:
Reesa Lake | Partner, EVP of Brand Partnerships, Digital Brand Architects
Marie Forleo
On content...
“Content, when you create it right, gives you the opportunity to create trust and confidence long before you ask anyone for a sale.”
“Consumers understandably have a lot of skepticism—content is the most important signal for us to show what we stand for.”
On community...
“It's about paying attention to people and making them feel seen, heard, acknowledged.”
On social media followers…
“If you go holy shit, 300 people care about what I say and you treat those people like gold, you make them feel loved seen heard, that's what matters.”
“People’s bullshit-meters are so high, so you have to be rooted in your heart and a genuine caring.”
On commerce…
“No matter what business you're in, you have got to become masterful in marketing and sales—it is the lifeblood of your business— understand the people you’re serving.”
Courtney Quinn
On community...
“If you’re focusing on people who don't follow you, it's a waste of time. You have people who are already here, focus on them. My community is the reason I grow.”
“I create content for the people who are following me. I invest in them.”
On commerce...
“People want to promote what I stand for.”
“I think if people care about you as a creator, they will want to buy what you're selling.”
“I have to fall in love with the story before I fall in love with the product.”
“Have people fall in love with you and what you do, the money will follow and it is an easy way to bridge the gap between content and commerce.”
“When you create a clear brand, it helps you differentiate early on.”
On being authentic in what you show...
“You can't fake the things that are you.”
“I picked five things that were me to a tee. I put my top five everywhere and looked at those five things whenever I was producing any content and if it didn’t check the box, then it doesn’t get seen.”
Leann Livingston
On content…
“60% of consumers are looking for brands that have values and use that to make purchase decisions.”
On community...
“If we want to be about small business owners, we need to be about the community.”
“Find out how you can partner with the communities that are already built and thriving.”
On women-owned businesses that are crushing it...
“Your business can represent so much more than just what you sell.”
Ginger Siegel
On content...
“Planning everything out isn’t going to work in this real-time marketing environment. What you need is agility.”
On community…
“Particularly with female entrepreneurs, we are much more apt to be drawn into a community.”
Mallory Blair
On content...
“Rise above the clutter—How do you stand for more?”
On community...
“Make a list of brands you feel are in the same universe and reach out, offer to cross promote their brand.”
Re-Imagined Retail: From brick & mortar to DTC we explore how the future of the shop is being shaped
Panelists:
Lisa Price | Founder, Carol’s Daughter Inc.
Ali Kriegsman | Co-Founder and COO, Bulletin
Dianna Cohen | Founder, Levitate
Jessica Kahan Dvorett | SVP at CaaStle and General Manager, Haverdash and Gwynnie Bee
Lisa Mastela | CEO, Bumpin Blends
Moderator:
Christine Michel Carter | Writer and Global Marketing Strategist
Lisa Price
On holding your own self back...
“I had to stop blaming me, and get out of my own way.”
On conversation with the customer…
“The thing that is most important is your storytelling and your authenticity. When I started I didn't need to worry about what am I going to post about today, I could just create products. Today, you have to have a dialogue.”
Lisa Mastela
On guilt...
“Letting go of the guilt of failure has been the hardest for me. I would be overwhelmed by those feelings and want to quit. When you experience failure over and over and over again, which you do, be able to bounce back and learn from it.”
Maker Economy: A Conversation With Madewell’s Hometown Heroes and Nest on Building Your Handmade Biz From the Ground Up
Panelists:
Lacie RZ Porta, Founder, Framed Florals
Natalie Borton, Founder, Natalie Borton Jewelry
Virginia Sin, Founder, SIN
Amanda Lee, Director of Brand Strategy & Sourcing at Nest
Moderator:
Sacha Strebe | Editorial Director, Create & Cultivate
Lacie RZ Porta
On press impacting the business...
“If you know you're going to have more traffic to your site, plan for it, prep for it. Even if you don't, learn from it.“
On life learnings...
“I learn the most from the things I wasn't prepared for.”
“If it's not a ‘hell yes’ it's a no.”
Natalie Borton
On Hometown Goods with Madewell...
“There was legitimacy that came with Madewell being willing to sell my goods.”
Virginia Sin
On goals…
“For any goal, you have to have detailed steps on how you get there and look back at your values and make sure you're not compromising as you get there.”
On best advice...
“Authenticity. Being able to tell a story that's differentiating. There is only one you—if you can share your story and make it compelling, it will go a long way. Never give up.”
Amanda Lee
Best advice for women...
“Key in on your values and brand values. In a quickly changing world, things change but if you hone in on who you are and your values that will always stay true.”
Teamwork Makes the Dreamwork: How to scale your business and take it to the next level [POWERED BY MASTERCARD]
Panelists:
Morgan DeBaun | Founder and CEO, Blavity (WSBAC)
Sonja Rasula | CEO and Founder, Unique Markets (WSBAC)
Katie Rosen | Co-Founder, FabFitFun (WSBAC)
Jordan Jones | Founder and CEO, Packed Party
Cheryl Guerin | EVP North America Marketing & Communications, Mastercard
Moderator:
Jaclyn Johnson | Founder and CEO, Create & Cultivate
Cheryl Guerin
On best advice...
“I think you have to be scrappy with all of the tools at your disposal”
Sonja Rasula
On money...
“I took all of my savings, every penny that I had, and I started the business.”
“I’ve never lost a penny. I never took a loan. I’ve never needed investment in 11 years.”
On best advice...
“Female entrepreneurship is now being given the light that it deserves.”
“If you believe that you have a good idea and you believe in yourself, and you have the confidence, there is no reason why you shouldn’t invest in yourself.”
“If you believe in yourself, why the fuck wouldn’t you put everything you have into it?”
“If you believe in yourself, do it. Risk it. Time is not a luxury we have.”
On what the world wants…
“People are craving human, in-person connection again.”
Katie Rosen
On nothing is perfect…
“We have re-written our mission 6000 times.”
“Invest in what works and throw away what doesn’t.”
Jordan Jones
On strengths...
“I knew my strengths and I played to them”
Morgan DeBaun
On investing...
“The point of investment is to grow the business. You have to maintain what you’re doing and also get return 10x.”
On diversifying…
“Content is the cheapest way to build a business—we leveraged content.”
“The black community is so underserved, so we were creating content for them.”
C&C Classifieds: Kendra Scott, Instagram, Pandora, & More!
Job hunting in Austin, LA, NYC, or Washington D.C.? Peep these 🔥 new jobs.
Job hunting in Austin, LA, NYC, or Washington D.C.? Peep these 🔥 new jobs.
Kendra Scott - Austin, TX
Graphic Designer, Retail Visuals
The Hollis Company - Austin, TX
The Brand Guild
Marketing Manager- Washington, D.C.
Marketing Director- New York, NY
Something Social - Los Angeles, CA
twelveNYC - Brooklyn, NY
Create & Cultivate - Los Angeles, CA
Bumble - Austin, TX
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Pandora - Austin, TX
Instagram - Washington, D.C.
The Washington Post - Washington, D.C.
How a Former Exec Channeled Her Frustration Into a Multi-Million Dollar Company
The Caulipower founder inspires as she sets the freezer aisle on fire.
This post is in paid partnership with Caulipower.
Gail Becker, founder and CEO, Caulipower chats with Create & Cultivate editorial director, Sacha Strebe at the San Francisco Conference. Photo: Smithhouse Photo
Have you ever considered leaving your cushy, well-paying corporate career for a completely different line of work? It’s hard to put aside a steady paycheck (and benefits) to take a leap into the unknown but that’s exactly what Gail Becker did. She is real-life proof that following your gut and leaving your comfort zone can actually pay off—literally! At our San Francisco conference this year, we had the pleasure of hosting a fireside chat with the founder and CEO of CAULIPOWER and we were blown away by her incredible entrepreneurial story.
Not only did she leave her high-flying position as president of strategic partnerships and globalization at Edelman to pursue a business in frozen food (who would have thought?)—she made a product that everyone can enjoy, that is nutritious, convenient and tastes good. But where did it all begin? After discovering both of her sons had celiac disease, Becker was desperate for nutritious gluten-free food options. When she couldn’t find any healthy (or tasty) choices, she did what every mom would—she made her own. She found hundreds of thousands of recipes for cauliflower-crust pizza online and decided to try it. Her sons loved it, but it took 90 minutes—time she didn’t have as a working mom—so she figured she could find it in stores, but it was nowhere to be found.
Becker channeled her frustration with the lack of gluten-free options and the industry’s slowness to innovate into a groundbreaking idea to make cauliflower-crust pizzas available in stores. She quit her job to start CAULIPOWER and now, a little over two years later, her company is on track to generate $100 million in revenue this year—that’s the power of a frustrated mom! In that time CAULIPOWER pizzas have become the #1 better-for-you pizza and #8 frozen pizza brand in the U.S., and the company has expanded their family of better-for-you products, with a mission to reinvent our favorite foods, one healthy meal hack at a time.
Drawing from what consumers are meal hacking at home, their products now include cauliflower tortillas, sweet potato “toast” and their most recent innovation: baked not fried chicken tenders, the healthiest tenders on the market at only 490 calories for the whole bag (seriously!).
Follow along for a deeper look into why Becker started her business, what it takes to be successful, and so much more.
On not hiding the healthy ingredients…
“We’re so proud of being a vegetable, we put it in our name”
“We like to celebrate the magic of vegetables.”
On starting CAULIPOWER…
“Why did I wait so long to do what my heart wanted me to do?”
“CAULIPOWER was born out of the convergence of this realization that I needed something more meaningful, and my own frustration of trying to find more foods that are gluten-free.”
“Why can’t we all share from the same plate? That’s the ethos behind CAULIPOWER.”
“When you care about something so much that you’re willing to risk everything for it, there’s nothing you wouldn’t do—there’s no amount of hours of sleep you wouldn’t give up.”
“It’s (CAULIPOWER) more rewarding than anything I could’ve ever dreamed.”
“It does take a toll. I want to be super honest about that. There’s a lot of blood, sweat, and literal tears behind all of that. People never talk about that part.”
“When you care about something so much that you’re willing to risk everything for it, there’s nothing you wouldn’t do—there’s no amount of hours of sleep you wouldn’t give up.”
—Gail Becker, Founder and CEO, Caulipower
On how to hire the right people...
“Every single person at CAULIPOWER today feels like it’s their company, and that’s how it should be. Those are the kind of people you should hire.”
“You need people that are going to be as passionate and care as much as you—I hired people who wanted to take a leap, too.”
”They have to really have the passion to try to make the world a little bit better.”
On raising capital...
“To grow a business, you have to have money, and you have to have some sales before you raise money, ideally.”
“Don’t let the thought of raising money get in the way of actually building your business.”
On the brand...
“Everything about the brand is accessible—accessible in the way it looks, the way it tastes, the stores it’s sold in, and the fact that we donate to teaching gardens.”
Sign up to be a Create & Cultivate Insider and watch the video of Gail Becker in conversation with our editorial director, Sacha Strebe at the San Francisco Conference, and so much more from our video vault.
"We’ve Learned By Doing"—How to Launch a Skincare Line From Scratch (From Someone Who Just Did It)
It’s only fair.
We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do but before you get ahead of yourself, let’s start at the beginning. To kickstart the process (and ease some of those first-time founder nerves) we’re asking successful entrepreneurs to share their story in our new series, From Scratch. But this isn’t your typical day in the life. We’re getting down to the nitty gritty from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves, we’re not holding back. If you want to know how to start a business, you’ve come to the right place.
Onekind co-founder Madison Ruggieri believes in offering luxurious and quality skincare at a fair price
Photo: Courtesy of Create & Cultivate
Why do good wellness products always seem to hurt your wallet? Madison Ruggieri has a very simple answer to this question: they shouldn’t. Frustrated by the lack of choice in the skincare aisle that felt luxurious and affordable, Ruggieri decided to do something disruptive and start her own. She joined forces with her brother Matt to launch a luxury men’s grooming e-tailer called TheMotley.com and a dedicated men’s skincare line, Port Products available in Nordstrom, Neimans, and Lord & Taylor.
Through working in men’s grooming for the past decade, they became aware of how unnecessarily marked up skincare aimed at women can be. Because of their backgrounds, the duo was able to produce quality products that were more affordable than those sold by their beauty competitors. And so the idea for Onekind was born—luxurious skincare made accessible for all.
Today, Ruggieri sits down with us to share her words of wisdom that can only be gained from years in the world of business. From talking about how to stand out in a saturated industry, to the importance of teamwork, to the most difficult parts of building your own brand (the name being one of them.) You’re not going to want to skip out on this segment of From Scratch.
“I love that it (the brand name) brings to mind both ‘one of a kind’ and ‘humankind.’ It’s really important to me that the brand feels, first and foremost, human and honest.”
—Madison Ruggieri
Did you write a business plan? If yes, was it helpful?
“We did put together an informal business plan with a plan for growth and revenue projections. Our projections were based on our previous experience running a men’s grooming brand, and it's been helpful to have some kind of framework on which to establish goals.”
How did you come up with the name? What was the process like?
“Coming up with the brand name was one of the absolute most difficult parts of developing the brand. We had product formulas finished before we had a brand name. We wanted a name that would feel inclusive and that we could take in whichever direction the brand might eventually grow into. We also wanted a name that expressed our values without being cheesy.
“We spent weeks shooting ideas back and forth around the office. We even went to a naming expert. We had a few false starts and then would check trademarks or social to find those names were taken already or would be confusing to the consumer. Onekind ended up being absolutely perfect. It checked all of our boxes and I love that it brings to mind both “one of a kind” and “humankind”. It’s really important to me that the brand feels, first and foremost, human and honest.”
What were the immediate things you had to take care of to set up the business?
“While trying to come up with a brand name, we were constantly checking to make sure the name would be available across all the necessary channels from the website domain to social. Once we had the name Onekind, we just hit the ground running to secure a website domain, social accounts, file for a trademark, etc.”
“My advice when looking for a trustworthy manufacturer is to ask around. If you know other brands who have a non-competing customer demographic or focus, ask them who they’ve worked with.”
What research did you do for the brand beforehand? Why would you recommend it?
“My brother Matt and I have been running a men’s grooming brand for the last 10 years so we had plenty of experience with all of the steps needed to launch Onekind. We already had experience with sourcing, product development, marketing, etc. We also know how important it is to speak with your customers and ask them what they actually want you to make. That’s why prior to any development, I surveyed a few hundred people on their skincare routines. I was specifically interested in hearing what types of products they were currently spending the most money on and which ingredients they were looking for in those products.
“It became very clear that anti-aging and targeted treatments (specifically night cream, serums, eye cream, etc) were where people were splurging the most, and we decided to tackle bringing consumers those products at a much more affordable price point first. I highly recommend doing some market research, both reading up on industry reports and just talking to as many people in your customer demographic, before investing in production. You may think you know what consumers are looking for, but you really don’t know until you ask.”
How did you find the manufacturer/production facility that you use?
“For Onekind, we knew exactly who our all-star team of manufacturers would be because we’ve been developing products for our men's brands for a decade. When we first delved into product development years ago, we reached out to tons of local Los Angeles labs only to be turned away because we were too small. We finally found a few willing to work with us at a low minimum, and we’ve built those relationships over the years. We’ve learned how important it is to educate yourself on raw materials, packaging, testing, all the elements that go into production and then always ask your manufacturers the details: What exactly does this ingredient add? Do we really need it?
“We’ve found that a lot of ingredients are added to formulas in minuscule amounts just so a brand can make a label claim, and it was important to us with Onekind to only include ingredients that actually provide efficacy. If the only purpose is hype, we take it out of the formula. My advice when looking for a trustworthy manufacturer is to ask around. If you know other brands who have a non-competing customer demographic or focus, ask them who they’ve worked with. It also can be worth hiring a development consultant because they know the ins and outs of the industry, can open doors and will likely end up saving you a ton of money and mistakes in the long run.”
Did you self-fund the company? Did you raise seed money or initial investment money?
“We are currently self-funded, although we will likely raise money in the near future. There are definite pros and cons to both approaches. By being self-funded for so long, we’ve been forced to do everything in the most efficient way possible which is definitely a skill set. It also has allowed us to learn without being beholden to anyone else. On the flip side, there’s only so much you can do on a tight budget. There have been opportunities that we’ve had to pass up because we haven’t had the bandwidth to pursue them.”
Photo: Courtesy of Onekind
How much did you pay yourself? How did you know what to pay yourself?
“I'm currently not paying myself as we’ve just launched Onekind. For a while, everything will be reinvested into the business.”
How big is your team now? What has the hiring process like? Did you have hiring experience? If not, how did you learn and what have you learned about it along the way?
“Our team is still really small. We’re a total of five on a daily basis. I didn’t have prior experience hiring or managing people, and it’s definitely a learning curve. It takes a lot of practice to be a good leader and to know who’s actually going to be the right fit for your team. We’ve learned by doing, and we’re still learning. One thing I think is really important when hiring is making sure you give the person you’re looking to bring on an honest look at what working with you will be like.
“It’s so easy to want to make the job sound super fun and glamorous, but you really shouldn’t shy away from sharing the down and dirty. Startup life isn’t for everyone. It’s a lot of work, and everyone wears multiple hats. You want anyone you hire to know exactly what they’re signing up for and still be excited about it.”
Did you hire an accountant? Who helped you with the financial decisions and set up?
“My brother and business partner Matt handle our accounting. If you’re not accounting savvy, which I’m definitely not, I’d recommend definitely bringing on someone who is.”
What has been the biggest learning curve during the process of establishing a business?
“Starting a business is in itself a huge learning curve. I’d say the most challenging aspects for me have been those things that you probably would learn if you went to business school—corporate structure, fundraising, etc.”
“Startup life isn’t for everyone. It’s a lot of work, and everyone wears multiple hats. You want anyone you hire to know exactly what they’re signing up for and still be excited about it.”
—Madison Ruggieri
How did you get retailers to start stocking your product? Were you told no?
F”or Onekind, our focus is actually direct-to-consumer so we aren’t looking for retail partners. Our only retail partner at launch is Heyday and that’s because we’ve had a long relationship with them. Their staff is extremely knowledgeable about product, and we wanted one trusted place for people to be able to try Onekind in person.”
Do you have a business coach or mentor?
“I don’t have a coach or mentor but I do have a network of founder friends who I can go to with questions. One thing I’ve learned along the way is how important it is to have those people who you can go to for advice, feedback or just to commiserate with. I’m lucky to have my brother as a business partner, but running a business can be really lonely and you’re constantly just trying to figure things out, so having other people who know what you’re going through and can maybe offer their support is key.”
“I highly recommend doing some market research and just talking to as many people in your customer demographic, before investing in production. You may think you know what consumers are looking for, but you really don’t know until you ask.”
How did you promote your company? How did you get people to know who you are and create buzz?
“We’re doing a lot of gifting to micro-influencers, particularly other female founders, and we're also hosting a few events in Los Angeles to create some buzz and get people excited about the launch. Advertising will be a big component of how we promote the brand, and we are also working with a great PR agency to help get press for Onekind.
“It’s a lot to focus on, but I think it’s important to try to get in front of people from multiple angles because if they hear about you once, they just forget. You need them to see your brand over and over to the point where they think, “I keep hearing about this new brand. I should really check them out."
What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do asap?
“It’s too early to tell because we’ve just launched but check-in with me in a year. I’m sure I’ll have some mistakes to report then.”
For those who haven’t started a business (or are about to) what advice do you have?
“Make sure you’re really ready to do a massive amount of work and know you’re probably going to make a bunch of mistakes. It’s just part of the process.”
Read more from small business founders and how they launched their brand from the ground up in our From Scratch series.
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!
2 Four-Letter Words That Will Annihilate Your BS Excuses (Are You Ready for This?)
“The biggest barriers are often in our own minds.”—Marie Forleo.
Excerpted from Everything is Figureoutable by Marie Forleo with permission of Portfolio, an imprint of Penguin Publishing Group, a division of Penguin Random House LLC. Copyright Marie Forleo, 2019.
“No matter what we’re trying to figure out, the biggest barriers are often in our own minds.”
—Marie Forleo
Chapter 4: Eliminate Excuses
The worst lies are the lies we tell ourselves - Richard Bach
Don’t feel sorry for yourself - Only assholes do that. Haruki Murakami
Ever had a morning like this? You went to bed with every intention of getting up early. You were going to work out, meditate, write—you know, finally become that incredibly productive human you know you can be. Now the phone is vibrating next to your head. Already? Noooo! It’s so dark. It’s so cold. Sleep is really important for my health, right? Just five more minutes. Five minutes pass. Okay, maybe ten more. By the time your feet hit the floor, you’re chasing the day. The dog is begging to be walked. Your phone is blowing up from an unexpected meltdown at work. You notice a stain on your shirt after you’ve walked out the door. Cue David Byrne: Same as it ever was, same as it ever was.
Now, what about a morning like this? Your eyes pop open in the dark. You turn your head and grab the phone. Really, only 4:30 a.m.? The alarm isn’t set to go off for another hour. Your flight doesn’t leave until 8:45 a.m., but you’re so pumped for this trip that you can’t sleep another minute. You hop out of bed, work out, and head off to the airport—early.
What’s the deal? How is it that sometimes we’re able to effortlessly get ourselves to do exactly what we need to do, but other times it’s a struggle? What holds us back from consistently performing at the levels we’re capable of?
To find the answer, we have to look inside. No matter what we’re trying to figure out, the biggest barriers are often in our own minds:
I need to start working out again, but I’m just so busy with work and the kids. Can’t do it—no time.
My finances are a mess. No matter what I do, I can’t seem to get ahead. I’m just not a numbers person.
I really want to take that design class. It could open up a whole new career! But it’s too expensive—I can’t afford it.
I wish I could meet someone special. But I don’t have the time for dating, I’m too old, and besides, all the good ones are already taken.
Sound familiar? My hand is raised because I’ve said things like this to myself. Many times. But here’s the truth: One of the biggest obstacles that hold us back are those excuses. The little lies we tell ourselves that limit who we are and what we ultimately accomplish.
Everybody makes excuses from time to time, so don’t feel bad. But if you’re committed to figuring things out, all excuses have got to go. It’s time to call yourself out and uncover all the ways you bullshit yourself. Once you get honest about how flimsy your excuses really are, you’ll reclaim not only enormous stores of energy but also your power to change.
Two Four-Letter Words That Will Annihilate Your BS Excuses
Let’s start by looking at your language and two common words that blur your ability to be honest with yourself. Those two four-letter words are “can’t” and “won’t.” Think about how often people say some version of the following:
I can’t get up and work out every day.
I can’t find the time to get writing done.
I can’t forgive her for what she’s done.
I can’t take that job, it’s across the country.
I can’t ask for help.
I can’t ask for a promotion because I’m not good enough yet.
I can’t launch this project because the boss didn’t approve.
I can’t __________ [take the class, learn the language, start the venture, etc.] because I can’t afford it.
Here’s the problem: 99 percent of the time when we say we “can’t” do something, “can’t” is a euphemism for “won’t.” What does “won’t” mean? “Won’t” means we’re not willing. In other words . . .
You don’t really want to.
You don’t want to do the work.
You don’t want to take the risk.
You don’t want to get uncomfortable or be inconvenienced. It’s simply not a big enough or important enough priority.
Before you disagree or find exceptions (which there are), humor me for a moment.
If you consider how this might be true in your life, even a portion of the time, you’ll break free from the vast majority of self-deceptive crap that holds you back. For example, go back to all those statements and replace “can’t” with “won’t.” You’ll discover something much more honest:
I won’t get up and work out every day.
I won’t find the time to get writing done.
I won’t forgive her for what she’s done.
I won’t take that job, it’s across the country. I won’t ask for help.
I won’t ask for the promotion.
I won’t launch this project because the boss didn’t approve.
I won’t __________ [take the class/learn the language/start the venture] because I won’t afford it.
In my life, whenever I say, “I can’t,” most of the time what I really mean is, “I won’t.” I don’t want to. I have no desire to make the sacrifice or put in the effort to get that particular result. It’s not something I want badly enough, or something I want to put ahead of my other priorities. Saying that you don’t want something (or don’t want to put in the work or sacrifice to get it) doesn’t make you bad or lazy. It makes you honest.
Here’s why this distinction is important, especially when it comes to leveraging the figureoutable philosophy. Often, when we use the word “can’t,” we start to behave like victims—powerless against our circumstances. It’s as though we have no control over our time, energy, or choices. We take no responsibility for our lives.
When you use the word “won’t,” you feel and behave more powerfully. You remember that you’re in charge of your thoughts and actions. YOU get to determine how to spend your time and resources. You’ll feel more alive and energized and free because you’re taking full responsibility for the state of your life.
Speaking of taking responsibility, a quick reminder about an essential universal principle:
You are 100 percent responsible for your life.
Always and in all ways. It’s not your parents. It’s not the economy. It’s not your husband or your wife or your family. It’s not your boss. It’s not the schools you went to. It’s not the government or society or institutions or your age. You are responsible for what you believe, how you feel, and how you behave. To be clear, I’m not saying you’re responsible for the actions of others or injustices that have happened to you—but you are responsible for how you respond to the actions of others. In fact, lasting happiness can only come when you take 100 percent responsibility for yourself.
Now you might say, “Marie, you don’t know my story. So many horrific things have happened to me that aren’t my fault, that are outside my control, and that I didn’t choose. How can I be responsible for that?” Or you might say, “But, Marie, things are happening to me right now that I have no control over because of the culture and society I was born into. How am I responsible for those things?”
You’re right. There are external forces, situations, and social constructs that affect us all. What’s crucial to understand is that no matter what happened in your past or what’s happening now, if you’re not at least willing to take full responsibility for your life—which includes your thoughts, feelings, and behavior—you give up the power to change it.
Tiffany, a psychotherapist in San Francisco, wrote to me and said:
“It’s easy for those of us who come from modest backgrounds or have generational histories of social trauma and disenfranchisement to be bogged down by the weight of despair. As the daughter of my once impoverished African American dad, I inherited the hopelessness that comes from a legacy of being beaten down, having rights removed, fighting and then having one’s land, home, family wrenched away no matter what you do. In tiny ways, that mentality would defeat my efforts. I’d start something, come upon an obstacle, and grow sad, not realizing that I could figure it out. I DO have the resources to make something happen. Marie, you taught me this! As someone who has struggled for YEARS with how to know how to move forward and then do it, one thing you said changed my life. EVERYTHING IS FIGUREOUTABLE.”
To be clear, taking responsibility doesn’t mean staying silent about injustice. It doesn’t mean blaming or shaming yourself. It doesn’t mean beating yourself up or living with constant guilt. Instead, taking 100 percent responsibility for your life means recognizing that you’re in charge of deciding how you feel and who you wish to be in response to what happens now and in the future.
Could you imagine if Malala Yousafzai felt she wasn’t old enough, privileged enough, or strong enough to champion girls’ education? Remember, Malala was a preteen at just eleven years old when she began to fight for girls’ rights to go to school. She was only fifteen when she was shot in the head by the Pakistani Taliban during an assassination attempt. Remarkably, she survived and addressed the United Nations on her sixteenth birthday. At seventeen, she was the youngest person to ever receive the Nobel Peace Prize. Malala refused to allow a bullet to the head to become an excuse to stop advocating for education.
The best years of your life are the ones in which you decide your problems are your own. You do not blame them on your mother, the economy, or the president. You realize that you control your own destiny - Albert Ellis
Love what you’ve read? Then shop the book below and start figuring our your life, stat:
Everything Is Figureoutable
by Marie Forleo—$18
Pack This, Not That: The Carry-On Essentials a Beauty Executive Won't Board a Plane Without
Supergoop! handcream—check!
This post is in partnership with Supergoop!
Traveling is fun but it can also be taxing on your body, especially when your job requires you to be on a plane every other week—because let’s be honest, planes are breeding grounds for bacteria. So, how do you stay healthy and make your flight more enjoyable? In our new series, Pack This, Not That we ask regular jet setters—from CEOs to entrepreneurs—to share the carry-on essentials they won’t board a plane without.
“As a working mom, I never have a lot of time to think about what I pack, so I pretty much always wear the same thing and I know the few healthy things I can find to eat at the airport.”
—Amanda Baldwin, President, Supergoop!
As the president of Supergoop!, it’s safe to say Amanda Baldwin spends a lot of time on a plane. In the past two years, sun care has officially surpassed the growth of skincare and this game-changing line has been at the forefront of that movement—they make SPF look cool. For context, Supergoop! took in over $40 million in revenue in 2018, twice as much as the year prior. And with Baldwin at the helm, the company is on track to triple in size.
Naturally, we were curious as to what her carry-on essentials are when she flies and apparently her plane routine is super simple—just how we like it. “As a working mom, I never have a lot of time to think about what I pack so I pretty much always wear the same thing and know the few healthy things I can find to eat at the airport,” she says. “I’ve also learned that while work travel can be tiring (and I certainly miss my little guy when I am away) I still enjoy the adventure of seeing someplace new, catching up with a friend who lives in another city or simply getting in a peaceful workout and breakfast before the day begins (not my usual routine at home!).”
Read on to discover the 7 things this jet-setting exec never boards a plane without.
T. Anthony Wheeled-1 Suiter $695
“My parents bought me my first piece of this luggage when I graduated from high school and I have been adding to it ever since. I still have pieces from over 20 years ago so that says something about the quality. And it’s red so it sticks out on the baggage claim for the times when I have to check.”
Supergoop! Forever Young Hand Cream $14
“Did you know that UVA rays can come right through plane windows? I always wear SPF no matter what, and our Supergoop! Hand cream and lip balm keep my skin from getting too dry.”
Apple EarPods with 3.5 mm Headphone Plug $29
“A long plane ride is always a good time to catch up on big projects—thinking through a board deck, a big new opportunity for our business, or even just the endless piles of emails and slacks that never seem to get smaller. I also have learned that plane rides are my only chance to see movies so earphones are a must to sneak one in.”
Z: A Novel of Zelda Fitzgerald $10
“My kindle app is my favorite for take off and landing—back to that whole working mom thing—to get in those precious minutes of reading time. Right now I am loving Z and next up for me is a business book called Radical Candor recommended by my YPO group. I usually try to flip back and forth between fiction and something educational as I love both.”
Vince Raglan Sleeve Cardigan $465
“I have lost count of how many black sweaters I have. They are the best universal to throw on whenever you are in transit. Add basic black leggings from Nordstrom plus a white Madewell T-shirt and a black wrap—I’m done.”
Rothy’s Sneaker $125
“Like everyone else, I’ve gotten into sneakers. Who knew that one pair would never do? My latest this summer were these from Rothy’s. And I always love a classic pair of Converse.”
Bare Baked Crunchy Simply Banana Chips $4
“Snacks! I learned this lesson the hard way once getting on what I thought was a quick flight with no food and then getting stuck for hours. I can’t think straight if I am hungry so I always have some Bare Banana Chips and RX Bars in my bag, and a Hint Flavored Water.”
To discover more of our favorite Supergoop! products, visit supergoop.com
I Want Your Job: How OLLY's Marketing Manager Landed Her Dream Role (and How You Can Too)
Make it happen.
This post is in partnership with OLLY.
How many times have you peered voyeuristically into the lives of people you admire via social media, video, or published interviews and wondered what it must be like to do their job? We’ve all been down that research rabbit hole on our quest to create and cultivate the career of our dreams but often we’re still left pondering about the realities of their day-to-day—so, what is it really like? Well in this series, I Want Your Job we uncover the truth by getting down to the nitty-gritty on what it’s actually like to work in your quote-unquote “dream job” and if the reality stacks up to the expectation.
"You will never know unless you try and if it doesn’t work out or wasn’t what you expected, you have to look at it as a step forward to get you where you’re meant to be."
—Mari Mazzucco, Marketing Manager, OLLY
Passion. We all have it, but so many of us feel as though we can’t dive into what brings us joy because it doesn’t entirely align with our career goals. Well, what if we told you that pursuing your passions could actually strengthen the skills you need for your career?
Nobody is greater living proof of this than OLLY marketing manager, Mari Mazzucco. After falling in love with art history in high school, Mazzucco majored in the subject in college and pursued internships at museums and galleries before getting her first job. While she didn’t realize it at the time, studying art history actually granted her the foundational skills needed to enable her career in marketing. How, you ask?
This may sound far-fetched, but our interview with Mazzucco proves that when it comes to pursuing both your personal and professional goals, you can have your cake and eat it, too. And that every job along the way, no matter how big or how small, are all cumulative towards your end goal.
Don’t believe us? Read on and see for yourself.
On her career journey…
“I originally had accepted an offer after graduating at a contemporary art auction house, but when a friend introduced me to the founders of a soon-to-be-launched basics brand, I put the art world on hold and joined their team. I really lucked out. The company was small and leadership was supportive, allowing me to explore and take ownership of different roles. I quickly learned that I was passionate about marketing, and worked my way up to managing everything from social media to copywriting and editorial. Influencers were just starting to emerge as an alternative marketing channel and I soon realized this was something I wanted to pursue further.
“I met the founders of Collectively and was impressed with how they humanized the brand-influencer relationship. It wasn’t about being transactional, but rather a true mutual creative endeavor. I joined their team as a community manager, and then took roles in campaign and account management. Agency life is fast-paced and you work with a diverse range of brands, so you’re constantly met with new challenges. It can be stressful but rewarding to see innovative partnerships come to life.
“I had been following OLLY since launch, and when I saw they were hiring I immediately jumped on the opportunity. I was looking for roles that would allow me to work cross-functionally and to expand my knowledge of marketing and general business. I originally started as the influencer lead, and since then, the role has expanded to PR and partnerships. It’s been amazing to be a part of the OLLY journey, from startup through Unilever acquisition.”
On what she studied…
“I majored in art history. It was a required course in high school and I instantly fell in love with the subject, knowing that I wanted it to be an academic focus for me in college. Not only do you obtain a solid understanding of design and aesthetics, you learn how to be an analytical and creative thinker, and a strong writer, public speaker, and researcher. I didn’t realize it then, but I was creating the foundation I needed to have a career in marketing.”
On interning before she landed the job…
“Leading up to my first job, I had only interned at museums and galleries, so I never had traditional marketing or communications work experience. One of my most memorable internships was at the Legion of Honor Museum in San Francisco. I spent the summer working with the lead curator of the Achenbach Foundation for Graphic Arts, assisting with research and curation for the Impressionist Paris: City of Light exhibition, featuring works on loan from the Musée D’Orsay. It was incredibly tedious and it taught me that no task is ever too small.
“Finding ways to gain experience within particular roles or fields of interest is the best way to determine what you want professionally. You will never know unless you try and if it doesn’t work out or wasn’t what you expected, you have to look at it as a step forward to get you where you’re meant to be.”
“When you’re looking for a job, make sure you research the people, not just the role or the company.”
—Mari Mazzucco, Marketing Manager, OLLY
On what her day-to-day looks like…
“If I’m honest, it’s a lot of emails, meetings, and calls (and many coffee breaks in between). But if I were to break it down, really my day-to-day consists of everything from campaign planning and ideation, contract negotiations, budget management, content reporting and analytics, content review and creative briefing, and every once-in-a-while, events, meetings with editors, and photoshoots. I work closely with brand, social, and e-commerce to ensure we’re executing a true 360 approach.”
On the common misconceptions of her job…
“It’s definitely not as glamorous as it may seem and there’s no one set approach or formula to influencer marketing. Because these are true relationships, you have to be flexible and agile. I’ve found that the strongest performing content is often a result of brand trust—if you feel like you need to be heavily involved in the content creation process, then it probably isn’t the best fit.”
“I’d say that when you’re looking for a job, make sure you research the people, not just the role or the company.”
On advice for young professionals…
“Take the time to reach out to people who work in the field or role you’re interested in. Whether you find them on LinkedIn or meet at events like Create & Cultivate, never be afraid to ask for time to connect. People are more eager than you realize to discuss their own career experiences and to help out. Be direct about what you’re hoping to gain from your meeting, do your research, and prepare questions.”
On the importance of mentors…
“Absolutely. Mentorship affords you the opportunity to reflect on your own professional practices and to seek that of others. Personally, the relationships I’ve developed within and outside our organization have been key to my professional growth. In some instances, it’s actually directly led me to my next job.”
On career podcasts to tune into…
“How I Built This with Guy Raz is my favorite podcast. It tells the stories behind some of the most well-known companies and innovators. I tend to listen whenever I feel like I’m in a bit of a creative rut.”
On what keeps her motivated on challenging days…
“Working with such an intelligent and driven group of people. Anytime I feel a sense of doubt, I know I have a network I can turn to for advice and input. I’d say that when you’re looking for a job, make sure you research the people, not just the role or the company.”
On the OLLY initiative, she’s most proud of…
“It’s hard to choose just one! We’ve worked with Makeup by Mario for the past few years, and in the spring launched a co-branded product, which was a really exciting evolution to our partnership. In general, though, it’s been so rewarding to see how awareness and sentiment have changed over time, particularly via engagement with our long-term ambassadors. At first, many had not heard of OLLY or tried our products, but now when you scroll through the comments you see people say how obsessed they are, how it’s improved their health, and really changed their quality of life.”
On her best work hack…
“There is great power in the art of list-making. I make lists for everything, and especially on the days or weeks that I have a lot going on, it really helps keep my mind sorted, which is half the battle to get things done. Sometimes this can get daunting, so I break it down by day or even hourly. I find that when you complete even the most simple task, that sense of accomplishment helps keep you motivated. When I really need to head down, I put my phone away (easier said than done), block off time on my calendar, and find a quiet space.”
To discover more about OLLY visit, olly.com.
MORE FROM THE BLOG
We’re Raising a Glass to Celebrate the Future of Women Who Lead the Way
Yes, she can.
One of our core beliefs at Create & Cultivate is “collaboration over competition” and in challenging times like these, we need to join forces, support one another, and be champions for each other’s causes. At our first-ever Small Business Summit honoring the future of women who lead the way, we were proud to join forces with Jane Walker by Johnnie Walker—an icon that celebrates the many achievements of women, all who support them, and the shared journey towards progress in gender equality.
The launch of Jane Walker by Johnnie Walker supported Monumental Women—an organization dedicated to bringing more representations of women to public spaces—and She Should Run—a platform that encourages women of all political leanings, ethnicities, and backgrounds to explore political opportunities. At the event, guests enjoyed specialty Johnnie Walker cocktails and raised a glass in honor of these two groups.
Photo: Smithhouse Photo
After her keynote conversation with Stacy London, actress, author, and podcaster, Sophia Bush shared why she is proud to work with Jane Walker by Johnnie Walker to promote the spirit of progress and the women leading the way. “After our panel tonight, I gave a toast to attendees and the incredible work of She Should Run,” shared Bush on her Instagram stories. “Thank you to my partners at Johnnie Walker for raising funds for their work. I am so grateful to be your partner and thank you for our delicious conference cocktails.”
As these important cultural conversations continue, we are glad that brands like Johnnie Walker are taking a step in the right direction and acknowledging the many achievements of women and those on the shared journey toward gender equality and equal representation.
Join us in raising a glass at home with these three whisky cocktails we served at the Small Business Summit.
The Jane Walker Cocktail
Ingredients:
1.5 oz. Johnnie Walker Black Label
1 oz Grapefruit juice
2 oz Ginger Ale
1 dash Angostura Bitters
Garnish: Grapefruit Slice
Directions:
Pour Scotch, grapefruit juice, and ginger ale into ice-filled Collins glass. Add 1 dash of Angostura bitters. Gently stir and garnish with a grapefruit slice.
The Yes, She Can Cocktail
Ingredients:
1.5 oz. Johnnie Walker Black Label
1.5 oz Elderberry Soda
1.5 oz Ginger Beer
Garnish: Lemon wedge, squeezed and dropped
Directions:
Pour Scotch, elderberry soda, and ginger beer into an ice-filled glass. Squeeze in a lemon wedge and stir gently. Enjoy!
The Spring in Her Step Cocktail
Ingredients:
1.5 oz. Johnnie Walker Black Label
0.75 oz Blood orange juice
0.5 oz Lemon juice
0.75 oz Earl Gray and lavender honey syrup
Garnish: Blood orange half-moon slice, and a lavender sprig if available.
Directions:
Pour all ingredients into a shaker tin and shake vigorously with ice for eight seconds. Strain into an ice-filled rocks glass and garnish with a blood orange slice and fresh lavender sprig (if available). Enjoy!
Directions for Earl Grey, Lavender, honey syrup:
Steep equal parts water to wildflower honey with Earl Grey lavender tea bags (1 tea bag per 5 oz liquid). Let cool. Serve.
For more information about Jane Walker by Johnnie Walker initiatives visit, johnniewalker.com.
"Your Voice Is Power": Dynamite's Director of Product and Brand on How to Boss Up Your Career
You’ll want to write this down.
Ever wondered what people do at work? If you’re a voyeur like us, then you’ll love our series A Day in the Life where we get a real behind-the-scenes glimpse into the professional lives of CEOs, directors, business owners, and entrepreneurs we admire. From their morning routine to the rituals that set them up for success and questions such as “do you ever reach inbox zero?” because we all want to know how to streamline our lives.
“Your voice is power— speak up and don’t be afraid to show some passion.”
—Jessica Lutfy, Director Product and Brand, Dynamite
You don’t get to a director level in your career without some serious hustle and hard work but it all stems from the passion first. Jessica Lufty is definitely a result of all three. As the director of product and brand at Dynamite, she certainly has her work cut out for her but her love for the job and being able to work with “so many badass women” keeps her motivated and inspired.
To find out just exactly what a day-in-the-life of a director looks like, we tapped Lutfy to give us a glimpse from her morning routine to her greatest lessons, and productivity hacks. Grab your notepad, you’ll want to write these down.
What does an average day in your life look like?
“I wake up at 6 AM if I’m heading to spin, or 7 AM if I’m not. I prepare a cup of drip coffee and do my minimal makeup routine (most days just concealer and a tinted lip—mascara is for special days). I then check the weather app to curate my outfit for the day. Meetings start at 9:30 AM, which usually consists of assortment reviews, marketing/visual/photography/styling reviews, and strategy alignment meetings with my amazing team.
“If I didn’t make it to spin class in the morning I usually head over to the gym at the end of the day to reset the endorphins. Spinning is a major stress and energy release for me. When I get home I usually have a 15 minute (at least) conversation with my husband about what dinner should be. I like to keep it simple, while he thinks it’s an episode of Chopped. After dinner, we find some time to decompress before bed (which means Netflix of course). Lights out at 11 PM.”
Are you a night owl or a morning person? When do you do your most important work?
“I’m a bit of both, to be honest. I can work out early and get things ticked off my ‘admin’ to-do list earlier in the day, but the real magic happens in the second half of the day when the creative juices are in full force. By the end of the day, I have been stimulated by so much creativity, passion and strategic conversations that it keeps me going until my head hits the pillow.”
Being a product and brand director means you wear so many hats across different facets of the business. How do you manage your time effectively?
“It’s all about communication and alignment. I regroup with my team twice a week to make sure we are all collectively working towards the same ‘north star.’ This allows us to focus on our priorities and execute on our mandates in the most effective and creative way possible. Each department within the banner has a piece of the puzzle to set in order for the brand to come to life the way we want it to. By consistently getting together and reviewing our goals, we keep each other accountable.”
Do you ever reach inbox zero? How do you handle the constant influx of inquiries and communication entrepreneurs are so familiar with?
“Never! I need to have clear goals established at the beginning of a season along with a bulletproof process to serve as a roadmap. The truth is that you can’t do it all, so it’s about doing what will help you achieve your goals and delegate (or drop what doesn’t). When I’m feeling overwhelmed, I make myself a physical priority list and pin it in my office. Somehow the act of writing makes it more attainable.”
“When you set a goal that is fundamentally important to you, you will inherently make strategic decisions that will allow you to reach that goal.”
—Jessica Lutfy, Director Product and Brand, Dynamite
When do you go to bed? What’s your “optimal” # of sleep hours?
“8 hours—anything fewer shows!”
What’s your go-to outfit to feel confident at work and how does fashion play into your outfit choices?
“My go-to confidence outfit would be an all-black look made complete with a menswear-inspired blazer.”
What’s the most rewarding part of your day?
“Working among so many badass women then coming home to my sweet husband.”
What advice do you have for aspiring female founders?
“Your voice is power. Speak up and don’t be afraid to show some passion. Using your voice is a learned behavior that you can practice. You won’t always be right but the more you put yourself out there and make yourself uncomfortable, the more you will learn in turn.”
“The truth is that you can’t do it all, so it’s about doing what will help you achieve your goals and delegate (or drop what doesn’t).”
What are some of the biggest lessons you have learned along the way?
“People work for people. You can have the best product and the nicest workspace, but at the end of the day, you want to spend your time with real people who are passionate about what they do.”
What’s the best piece of advice you’ve been given?
“Set goals for yourself, either in your personal life or in your career. I set a financial goal for myself three years ago, and just by writing it down and planting the seed in my subconscious I was able to achieve it. When you set a goal that is fundamentally important to you, you will inherently make strategic decisions that will allow you to reach that goal.”
What are some exciting projects you’re working on this month? What are you most excited about in 2020?
“In 2020 we will be elevating our product line as well as our brand image in order to better serve our customers through iconic fashion, thought-provoking imagery, and more personal connections. I am so excited for what’s to come as we take our brand to the next level.”
To learn more about Groupe Dynamite, visit dynamiteclothing.com.
20 Successful People Share the Books That Transformed Their Business
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In this age of information, we have everything we need to start a new business, create a website, or set up a budget right at our fingertips—Google is a powerful tool. But sometimes you need a deep dive into the topic to truly understand the scope of what’s required from every angle—that’s when we turn to books. In our new series, Turning a Page, we ask successful people to share their go-to tomes that helped transform their business. Whether you listen to them or need to physically flip the pages (and write notes or underline the text like us!), there is so much power in self-educating. Ready to turn a page in your career? These books will help take you there.
Photo: Courtesy of Create & Cultivate
Even if you do go to school for an MBA, there really is no better education than the school of life. Even when you plan (and you should be prepared as much as possible) there comes a time when you just have to press go and figure it out along the way. Luckily, everything is figureoutable (thanks Marie Forleo) and making mistakes is all part of the process (in fact, some of the best learnings and improvements are made as a result of mishaps or missteps so don’t be afraid of failure).
While you’ll always have Google, we wanted to find out from people who’ve been down that road and read a few books along the way to share their favorites with us. So, turn a page and discover some of the best business books from 20 successful people and how it changed their business.
Amanda Greeley
Founder and designer, Thelma
The Book: The Diamond Cutter by Michael Roach
The Business Takeaway: “We are operating in a world where we are constantly made to feel that we need to push ourselves and others harder, that we need to fight or be loud to be heard, and that we should put the health of our business ahead of our own personal health. We seem to wear stress, exhaustion, and 'being busy' as a badge of honor. This book disproves all of it.
”This book proves that being generous and kind isn't only about feeling like a good person but it also leads to creativity, innovation, ultimately financial success. I don't think it's possible to start a business where absolutely everything goes as planned—and so, in those instances, how you respond and how you treat others is critical.”
Alyce Tran
Co-founder and creative director, The Daily Edited
The Book: The Dual Purpose Playbook by Julie Battliana, Anne-Claire Pache, Metin Sengul, and Marissa Kimsey
The Business Takeaway: “I am so inspired by the Veja (sneaker brand) business model and ethos and am working out how my business can play a better role in the community. It is changing the way I look at opportunities and issues in my business to ensure I am taking the most environmentally sustainable path possible in creating our product and getting that to our end users.”
Olivia Carr
Founder, SHHH SILK
The Book: The Universe Has Your Back by Gabrielle Bernstein
The Business Takeaway: “This is a book I read again and again as the messages within prove a constant reminder that crystal-clear thinking and focus (otherwise known as manifestation) has the unbelievable ability to change your world. This book changed our business! We use it as a daily tool to practice manifesting what we’re working on or the strategic goals we have for the business. This is definitely a book I would recommend for business owners.”
Kelly Barker
CEO and founder, Prep Your Skin
The Book: Essentialism: The Discipline Pursuit of Less by Greg Mckeown
The Business Takeaway: “I read Essentialism because the company was growing so fast that we could not take on any more collaborations, products or projects unless I changed how I was prioritizing our team, our resources and our time. This book taught me how ‘less is better,’ how to say no so I can focus on the big goals, and how to really prioritize decisions and tasks. Often, females are taught to say yes as if they are obligated to be socially accepted and not let others down. As a result, we all become over-committed and exhausted. This book is super easy to digest, and really helped me simplify the decision-making process.”
Alexandra Baker
Founder, Féroce
The Book: Principles: Life and Work by Ray Dalio
The Business Takeaway: “I decided to read Ray Dalio's book, Principles after a close friend recommended it to me. The book has enabled me to set up and implement guiding principles to live by personally and in my business. When running a company, especially a start-up, your personal and life principles are very much intertwined with your business outcomes. Egos, lack of decision-making experience, not wanting to disappoint anyone—these are just a few examples of how poor financial business decisions can be made.
“That being said, this book has helped me form principles for seeing and interpreting things as they are not as you would like them to be. Understanding this helps make the most precise educated decisions. I recommend this book to any entrepreneur, especially a start-up, as Ray Dalio has taken years of his own life and business experience and gone the extra mile by creating a method that anyone can replicate and apply.”
Kat Hantas
CEO and founder, 21 SEEDS
The Book: Shoe Dog: A Memoir by the Creator of Nike by Phil Knight
The Business Takeaway: "On the low hanging fruit side, he is a maniac about brand which I appreciate. But the bigger lessons have more to do with his honesty and his humility—a lot of these books tend to be brag-y and this book allows you to see the common denominators in yourself and this iconic brand builder—a real inspiration. In addition he does a great job of showing us how he weaved the power of relationship into the building, which is so important as you grow from project to company. Great beach read as you’re sipping on a 21seeds margarita this summer.”
Alix Peabody
Founder and CEO, Bev
The Book: Principles: Life and Work by Ray Dalio
The Business Takeaway: “While the book itself is full of helpful guidelines in building and running your business, Ray's view on money is particularly helpful. Numbers are important, numbers are information but they are not objective. What is most important is the application of those numbers, the insights behind them and how (and when) you let them guide you.”
Simona Rozhko
Founder, Evna Media
The Book: Leaders Eat Last: Why Some Teams Pull Together and Others Don’t and Start With Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek
The Business Takeaway: "I loved it because Simon takes a digestible approach to business, leadership, and human behavior. He makes it easy but informative to understand why we do the things we do as a leader and how to be great, not just better. He’s a big believer in being a good, kind, and compassionate human and when I decided to start my business I felt the exact same way—that if I was leading people or consulting clients, it had to be mutually beneficial and feel good from the inside out. We spend most of our lives working and I want to live a life that’s fulfilling and positive emotionally, mentally, and physically.”
Mariah K. Lyons
Founder, ASTARA
The Book: The Surrender Experiment by Michael Singer
The Business Takeaway: “I find a fascinating dance between surrendering to the experiences and opportunities that organically show up in business, and setting goals and working diligently to manifest new opportunities and hit target goals.
“This is not a traditional business book, however, it is a really great book for helping business owners let go of stringent expectations of how things should be and build a business more intuitively. Michael Singer discusses how he built a billion-dollar public company by staying present, surrendering to a larger flow and allowing synchronicities to unfold into larger manifestations of great proportions.”
The Book: The Travels of a T-Shirt in the Global Economy : An Economist Examines the Markets, Power, and the Politics of World Trade by Pietra Rivoli
The Business Takeaway: “I read this book in college and it was one of those books that greatly expanded my understanding of the global interconnectedness we all share. It fully shifted the way I look at the world, especially in regard to manufacturing, production, shared natural resources, and the global economy. It has stuck with me for many years and certain key concepts presented in this book were integral in launching my company ASTARA. It helped me understand the impact of my decisions from seemingly small decisions to larger ones such as production and manufacturing, to packaging, to materials to shipping.
“This book gives an insight into the complexities and politics of world trade. It is a great book for any business owner that manufactures, produces, or distributes physical goods in that it gives both a macro and micro view on the many levels of environmental, political and historical impacts of global trade. The author presents information and data on ‘free trade’ to inform the reader and gives space for the reader to develop their own opinion on the subject matter.”
Jodie Fried
Co-founder and director, Armadillo & Co
The Book: The Art of an Idea and How it Can Change Your Life by John Hunt
The Business Takeaway: “I was gifted a copy by a dear friend, and I was captivated not only by the concept of a book based on the power of an idea, but also the very poignant quotes, gorgeous paper, and beautiful illustrations. I could pick this book up any day of the week and read it with a different situation in mind. It taught me to trust my instincts and made me realize that you don’t always need to have all the answers—something I’ve applied creatively to my work as a designer, but also to our business and team.
“Every time I read this book I feel beyond inspired. It triggers me to open my mind to a new perspective. Over the years it has given me the courage to follow my own ideas and perhaps run a business in a non-conventional way, to take risks on change, and to challenge logic that often kills good ideas.
“The best advice I took away from it was: ‘When things are going well, taking no risks seems like a very smart strategy. When times are tough, though, you’ll notice expediency, which is meant to create all those happy, smiley faces, is suddenly wearing a smirk.’”
Sally Pottharst
Owner, Terrace Floors + Furnishings, and co-founder and director, Armadillo & Co
The Book: 12 Rules for Life: An Anecdote to Chaos by Jordan B. Peterson
The Business Takeaway: “I read this book a couple of years ago when I was looking for some clarity in my life, and it resonated with me both personally and professionally. It imparts a set of practical and enduring principles that were easily applicable as our business has metamorphosed into a larger, more sustainable operation. I am a very practical person, so I valued the real-life anecdotes—they are also super entertaining to read. His old-school truths provide a great framework for us to live by and make decisions with.
“The biggest lesson I learned was, ‘compare yourself to who you were yesterday, not to who someone else is today’—the perfect reminder for anyone who feels self-criticism. It has really helped me to view our business journey with great context and optimism for what I can bring to the table. As Armadillo & Co now celebrates its 10th anniversary, each of these rules has made me stop and think about how we can bring incremental improvements to the way we run our business.”
Shel Pink
Founder, Sparitual
The Book: Blessed Unrest: How the Largest Movement in the World Came into Being and Why No One Saw It Coming by Paul Hawken
The Business Takeaway: “The book is about the environmental movement and how great movements don’t have one charismatic leader they are led by a multitude of voices, of people who are passionate, resilient and disciplined about doing things daily to express their concerns and works towards change. I was inspired to read it to see how this concept could apply to the green beauty movement.
“Use your brand as a platform for change. That we all need to and can do something to do our part to contribute to the greater good. We are citizens of the world and we have a responsibility to live responsibly. Many people think that their single voice does not matter. It does. One voice, when joined with many others who are passionate about a particular issue, matters greatly. This is what defines a movement that can make a huge difference. This book is very exciting.”
Dr. Shuting Hu
CEO and co-founder, Acaderma
The Book: The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses by Eric Ries
The Business Takeaway: “It’s a book for entrepreneurs, and I learned a lot about how to develop and manage a startup business, which is quite different from a standard business. It reminds me of the importance of innovation, as a core value of our business. This book helped me look at Acaderma from a different perspective.
“Before, I would look at larger businesses as a model for how to build and operate my brand, but I now realize that we should focus on bringing disruptive technologies and products to market more efficiently and maximize our advantages in ingredient innovation which would eventually help to maximize my business financially. A lot of times we spend too much time looking at what we're doing wrong and trying to improve upon it, this book taught me to focus on what I'm doing well right now and strengthen that further.”
Mignonne “Maggie” Gavigan Smith
Founder, Mignonne Gavigan
The Book: The Most Powerful Woman in the Room Is You: Command an Audience and Sell Your Way to Success by Lydia Fenet
The Business Takeaway: “By reading this book, I’ve learned through Lydia’s personal situations, how to take hold of situations and make the most of them. Her book has helped me identify situations within the business that could be handled the best way possible. Women today are juggling so much— jobs, kids, life—and she enables the reader to know they can do all these things well.
“Lydia’s book has shown me that I’m not alone. She has given me the support to continue to run my business efficiently, be as creative as possible, organize my child and personal life and feel like I’m doing a good job. There are so many women out there in a similar situation as I am and they need her advice as well. She pushes you to keep going, to work harder, to maybe sleep a little less sometimes but to also take some time for yourself when you can. It’s an amazing book.”
Nancy Pellegrino
Owner, NP Aesthetics and co-founder, The Route Beauty
The Book: Survival of the Prettiest: The Science of Beauty by Nancy Etcoff
The Business Takeaway: “Survival of the Prettiest is not your typical business book but it impacted my views about the medical aesthetics industry, gave me a new understanding of patients and their cosmetic concerns and the clear notion that my business was not just about vanity but more about biology. We are hardwired to gravitate towards those who are deemed more attractive and we ourselves, in turn, want to be and look more attractive.
“This was the first time I learned that people who are attractive can more easily find mates, get better jobs and potentially live happier lives. My business—the business of making people look better—also makes people feel better about themselves. I have seen this over and over in my practice—unemployed patients will spend their last dime on Botox to help them feel more confident when going in for that interview. Older patients need that competitive edge—I could go on and on.
“It solidified my feeling that beauty is extremely important to my patients and is a serious business. To quote from the book: ‘Beauty influences our perceptions, attitudes, and behavior toward others.‘“
Nicci Green
Founder, Articolo
The Book: The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change by Stephen R. Covey
The Business Takeaway: “This book made me more mindful of how I make decisions and grow and form Articolo. It also made me realize that I've always been operating with a forward-thinking approach rather than a subconscious one.
“The biggest lesson I learned from the book was ‘sharpen the saw.’ This is all about looking after yourself and making sure you have a balance in significant areas of your life; emotional, physical (haven't managed this yet), mental and spiritual. It made me aware that downtime is as important as the ‘push.’”
Amanda Baldwin
President, Supergoop
The Book: Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant by W. Chan Kim and Renée Mauborgne
The Business Takeaway: “The president of Clinique gave me this book when I first started at the brand. The entire premise is why try to compete in ‘bloody red waters’ when you can find the ‘blue ocean’ aka be different, be unique, find your white space. I have always thought about this advice in every business I have worked on, and most especially at Supergoop!. When it comes to innovation, we like to say, if someone has done it before, why bother? It's a mantra that runs through everything we do, and you can't change the world by thinking any other way.
“I'd also be remiss if I didn't mention that I think it applies to a career too-—find what makes you stand out and harness that. The best career advice I ever got was to stop worrying about fixing what I wasn't good at and to start focusing on what I did uniquely well. Kind of like swimming in your own blue ocean.”
Yolanda Cooper
Founder, We Are Paradoxx
The Book: Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull
The Business Takeaway: “I read this book as it's my goal to build a brand with creativity and innovation at its core so I wanted to learn how Pixar scaled the company to the heights it did whilst maintaining an inclusive, creative culture along the way. It didn’t so much ‘change my business’ rather it has helped me bear in mind some philosophies as we continue to grow.
“For example, Catmull believes that a company’s organizational structure should not mirror its communication structure and that true creativity and potential can come from everyone. So, there should be an open communication structure across the whole business to support ideation. The biggest piece of advice I took and would recommend to others is that the cost of preventing errors is more than the cost of fixing them so don’t be afraid to be bold and take risks as they just might pay off!”
Raisa Mirza
Founder, Rella Beauty
The Book: Girl Code: Unlocking the Secrets to Success, Sanity, and Happiness for the Female Entrepreneur by Cara Alwill Leyba.
The Business Takeaway: “At first, I was a little apprehensive to read this book because I felt like I had read a few female-focused entrepreneurial books that all sounded very similar to each other. I didn’t want to read something that was cheesily motivational. As I started reading, I realized that Cara hit on so many things that I often dwell on in my own mind—negative thoughts, fear of failure, female connections, competition, backhanded compliments, the list goes on. I read her book at a time where I was second-guessing myself, what did I get myself into?!. There were moments where I questioned our brand's beautiful mission: for every lipstick purchased, we give one to a woman in need. Cara blatantly says so many things that I needed to hear (and still need to hear).
“While some might be obvious, it affected me to hear it from someone who wasn’t my husband or my friend or my mom. I needed to hear from a fellow female entrepreneur that everything I think and feel is normal and it’s okay. So much of what she says pop up like little lit up billboards in my head when I’m veering down a path of self-doubt. There have been the weeks where I’ve sent hundreds of emails and gotten no response—those have been moments where I’ve wanted to throw my hands up. Cara says, ‘[female entrepreneurs] send that email. They make that phone call. They follow up a thousand times. They don’t take rejections to heart; in fact, it only makes them work harder… successful women don’t wait for an invitation. They invite themselves to the party.’
“I strive to be that woman, I want to carve out my success and reading this pushed me to believe that it’s okay if I send 100 emails and hear nothing, and it’s okay if I follow up 1000 times. I have nothing to lose, only to gain. As she says, if I persevere from a place of passion, failure won’t reach me—this keeps me going, every day. The idea of bringing the gift of beauty to women who don't have access to it excites and motivates me, I have to keep that passion alive.”
Sarah Belzer
President, Coconu
The Book: Come as You Are: The Surprising New Science That Will Transform Your Sex Life by Emily Nagoski.
The Business Takeaway: "Though I appreciate all the business and self-help books out there, I'm not talking about either. The book that changed my business is about the female experience of sex! Emily Nagoski wrote Come as You Are: The Surprising New Science That Will Transform Your Sex Life, and reading it really helped me understand the nature of and challenges to feminine sexuality. Even though I am a woman with my own experience, understanding the science behind it and the variety of experience was a game-changer for focusing on my customer and aligning my company's mission.
“The book informed our goal to empower women and make it easier for them to be self-directed in their intimate relationships. Coconu sells all-natural, safe and effective personal lubricants, but our business is really about helping women increase their confidence and capacity for connection, intimacy, and pleasure in all areas of life."
Amy Lacey
Founder, Cali'Flour Foods
The Book: Building a Storybrand by Donald Miller
The Business Takeaway: "This was a game-changer for Cali'flour Foods. I truly believe that when we made the conscious decision to make our customers the hero, our business boomed in e-commerce. This book focuses on building relationships that laid a strong foundation for us both internally and externally. We focused on the customer and our ‘why’ and the finances took care of themselves. We did exactly what the book said in regards to clarifying our message so that the customers will listen, and boy did they. Our sales skyrocketed in 2017 and have continued to grow ever since.”
Jordana Kier
Co-founder, LOLA
The Book: Work Rules! by Laszlo Bock
The Business Takeaway: “Laszlo Bock, the author of Work Rules!, previously ran Google's people organization and shares a lot of wisdom in this book. Bock provides actionable insights on how to build, develop, and maintain the culture of a company. He says, ‘Culture eats strategy for breakfast’ and after building the team at LOLA for the past five years, I can't emphasize enough how true that is! The people you hire to help you grow your business should be smart and talented, but tantamount to those traits is the ability to live up to the company's core values and contribute in ways that go above and beyond a functional skillset. This book reaffirmed my aspiration to build our company deliberately and meaningfully and to prioritize and nurture our culture of community and empathy as we grow.”
Girl’s Night In—The Delicious Fall Cocktails Our C&C Team Is Shaking Up
GNI.
As the crisp air starts to settle in, we’re swapping our heels for slippers and putting the rosé down for delicious fall-inspired cocktails instead. It’s time to start planning cozy evenings, entertaining friends indoors over going out. Want to know what our C&C team favorites are? We’re sharing our fall go-to cocktails we’re shaking up at home for a girl’s night in.
First up: Ketel One Botanical varietals—a first-of-its-kind, 100 perfect non-GMO grain vodka, distilled with real botanicals and infused with natural fruit essences—for a fresh-tasting cocktail that will warm your spirit. Not only are these cocktails delicious, but Ketel One Botanical has no carbs, no artificial flavors, no added sugar, and no artificial sweeteners. What’s not to love?
Take a look below for the best ingredients you need to mix with our favorites.
Sacha Strebe, Editorial Director
What I’m Making: The Bitter Mule
Why I Love It: “This is the perfect drink for fall because it has a sweet, yet sour flavor and it’s packed with fresh vitamin C (which we all need this time of year!). You can also swap in soda water if you want to cut back on the sugar.”
The Ingredients:
1 lemon, squeezed
1 oz Ketel One Botanical Peach & Orange Blossom
1 cup ginger beer or soda water
Splash of Angostura Aromatic Bitters
1-2 springs of mint
The Directions:
Add all ingredients with ice into a cocktail shaker and shake for 30 seconds.
Pour into a stemmed wine glass and add a splash of bitters for taste.
Garnish with mint.
Adry Perez, Social Media Manager
What I’m Making: Peachy Clean
Why I Love It: “It’s bursting with fresh fruit flavors but isn’t too sweet (which I love) and the hint of mint really adds a fresh zing with every sip.”
The Ingredients:
1 1/2 oz. Ketel One Botanical Peach & Orange Blossom
3 oz. Fever Tree Soda Water
1 tsp. raw honey (optional)
4-5 peach slices
4-5 lemon slices
1-2 sprigs mint
The Directions:
Muddle peach and lemon slices in a cocktail shaker to combine.
Add Ketel One Botanical Peach & Orange Blossom, honey (optional) and ice, shake well.
Pour contents of shaker in a wine glass over fresh ice and top with club soda.
Garnish with peach and lemon slices as well as a sprig of mint.
Dre Reyes, Senior Marketing Associate
What I’m Making: Smell the Roses
Why I Love It: “I love the scent of rose so I was dying to try a rose-flavored cocktail.”
The Ingredients:
1 1/2 oz. Ketel One Botanical Peach & Orange Blossom
3 oz. grapefruit juice
2 tsp. of Torani Rose Flavoring Syrup
4-5 rose petals
1 cup of ice
The Directions:
Add Ketel One Botanical Peach & Orange Blossom, grapefruit juice, rose syrup, and ice. Shake well.
Pour contents of shaker in a wine glass over fresh ice and top with club soda.
Garnish with rose petals for extra flare!
Finances Have you Frustrated? Have No Fear, Podcasts Are Here!
Money matters.
Written by Jackie Sedley.
Money. It’s a short word that stands for one of the most nerve-wracking aspects of our day-to-day lives. There is no denying that some of us are more money-minded than others, but by no means should anyone feel guilty or ashamed for having trouble with their finances. Thankfully, those of us who are more financially educated and experienced have taken to the oh-so-convenient world of podcasting to share their tips and tricks. From financial advice to financial slip-ups, these podcasts can inspire and motivate you to feel less ashamed and more capable.
Photo: Courtesy of Create & Cultivate
The Podcast: The Real Female Entrepreneur
Why We Recommend It: This podcast really hones in on the less-glorifying aspects of the business. Host Lauren Frontiera brings about conversations of failures, fears, triumphs and struggles, all packed into hour-long episodes. This podcast is great for anyone who feels insecure about their financial struggles, as it brings about a sense that you are not alone.
Best Money Tip: Prioritize passion over a paycheck. On TRFE 218: Follow Your Passion, Not the Paycheck with JJ Anderson they discuss the consequences of putting money on too high of a pedestal. “People prioritize monetary gain over enjoyment… especially as entrepreneurs” she told TRFE. “ I know the end goal is to make money, and it will come if you’re consistent and you’re strong in what you’re doing. But if your sole focus is making money, it’s not going to get you out of bed. What’s going to get you out of bed is your passion and your happiness in what you’re doing.” But this is our favorite JJ Anderson quote from the episode: ”The amount you’re being paid does not validate you.” Preach.
The Podcast: WSJ Secrets of Wealthy Women
Why We Recommend It: Every Tuesday, host Veronica Dagher enlightens listeners with empowering conversations revolving around finance and professional success. This women-centric podcast brings up a wide array of female success-stories, from self-made entrepreneurs to philanthropic advocates. With such a diverse assortment of guests, it isn’t hard to find an episode that you can relate to.
Best Money Tip: Stay true to you. In the episode Dr. Laura Forese: Changing the Future of Women’s Healthcare Dr. Forese advises, “Be true to your own brand. Be true to yourself. Don’t try and emulate anything else. I think having a distinct identity is very important when thinking of your brand, but ultimately making sure that your ethos makes sense and that it’s true to who you are. You’re not putting something out there just because you think people are going to love it, you’re putting it out there because you know it’s the right direction to go and it makes you happy.”
The Podcast: The Biz Chix Podcast: Female Entrepreneurs
Why We Recommend It: This podcast is less about learning from others’ stories, and more about uncovering your own methods to financial success. Host Natalie Eckdahl is a well-known author and coach and has used her background in business to promote the importance of growth, adaptability, and team-building.
Best Money Tip: Reset your mindset. According to Episode 360: Why We Create Our Own Glass Ceilings women are scared to charge more for their products due to fears of judgment and scarcity. In response to this issue, host Natalie Eckdahl feels as though, “our mindsets need to be continuously reset as we up-level and advance in our businesses.” She suggests that confidence is key in making a profit and continuing to know the worth of your project.
The Podcast: Inspired Money
Why We Recommend It: Hosted by financial advisor Andy Wang, this podcast brings inspiration and motivation into the financial success conversation. Aiming to shift listeners’ perspectives on money, the interviews that Wang conducts are both informative and captivating and will be sure to stick with you the next time you pull out your wallet.
Best Money Tip: Be thoughtful with your dollars. On Buy the Change You Want to See With Jane Mosbacher Morris, she emphasizes that “not only should there be alignment with your values and your purchasing decisions, but also knowing that how you spend your money and who you spend your money with can significantly impact the lives of others.”
What are your favorite money podcasts? Share the link below with your top money tip so we can all tune in!
C&C Classifieds: Tory Burch Foundation, Grubhub, SoundCloud, & More!
Hey, Chicago & NYC job seekers! Peep these 🔥 marketing jobs.
Hey, Chicago & NYC job seekers! Peep these 🔥 marketing jobs.
Tory Burch Foundation - New York, NY
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Slow Stories: "My Best Ideas Happen When I'm Offline"—Nichole Powell of Kinfield
Why taking a slower approach to content is essential.
One of the best ways we can inspire actionable change is to lead by example. In fact, many of the women I've spoken with on the Slow Stories podcast are innately championing more thoughtful processes across the board. Nichole Powell of Kinfield is one of these game-changing businesswomen. And to celebrate the recent launch of Slow Stories Podcast season three, I'm thrilled to share an exclusive follow-up portion of my chat with Nichole here on the C&C blog.
To preface the below interview, Nichole is the Founder and CEO of Kinfield—a modern wellness brand that is creating great essentials for the great outdoors. With her previous professional endeavors (which include leading business development at Modern Citizen), Nichole has extensive experience in building memorable brands. In this episode, we spoke more about how Nichole is translating her industry knowledge into this exciting new chapter, the importance of creating (and living) with intention, and why taking a slower approach to content is essential.
Enjoy the full episode here and discover even more insights from Nichole below.
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?
“As a founder, I receive more digital notifications now than I ever have in my life—emails, text messages, Slack, app notifications. It can be overwhelming! If you spend your entire day responding to inbound notifications, then you never have an opportunity to reflect or create. My best ideas happen when I'm offline, so I try to build space into each day and week to allow myself the time to do that.
“Sometimes it's as small as taking a 20-minute walk around the block and intentionally leaving my phone behind, while other times, I'm able to get away for a day or a long weekend to hike and reset in nature. I always come back from those moments refreshed and re-energized, with plenty of new ideas.”
What would you say are the pillars of "slow" content?
“When creating, ask yourself is my content,
1. Genuine? The most interesting content comes from a genuine perspective—why do you want to share this message? Why now?
2. Unique? This is something we've considered carefully at Kinfield. Any number of brands or websites could give you content like ‘5 Great Places to Eat Dinner Outside in Brooklyn.’ We wanted to push ourselves as a team to develop our own unique voice and to be able to say something different and new.
3. Thoughtfully edited? Time is the most precious gift that someone can give you. If they're taking the time to read or take in what you've created, be respectful of that and edit thoughtfully. Give them the very best.”
In our podcast episode, you talked about making space for vulnerability in brand storytelling. What are your tips for fellow brand builders looking to do this in a way that makes sense for their community?
“Vulnerability can be intimidating, especially for new brands who might be worried about saying something different or even potentially controversial. But the best content comes from a genuine place, and that often involves some vulnerability. Take comfort in knowing that there will inevitably be missteps or times when you share something and immediately have doubts (I don't believe in regrets), but that the authentic community that gathers around that vulnerability and soulful storytelling will be well worth it.”
Do you have any parting words of wisdom that you would like to share regarding slowing down, creating enduring content strategies, or building a conscious business?
“Consider people first—your community, your team, yourself. An authentic connection happens when you take the time to slow down, have a meaningful conversation, listen carefully, and reflect thoughtfully. It is from there that a conscious community is created.”
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.
Start Planning Now—What to Expect at Our First-Ever Small Business Summit in NYC
We’re packing our coats and heading to NYC for our first ever Small Business Summit presented by Mastercard and our C&C team can’t wait to share this experience with you guys. With a jam-packed day of small business gurus, knowledge droppings, pop-up shopping, and yummy food eating, it’s going to be one heck of a ride. So, buckle up and get ready for what’s to come. Before we give away too much, follow along to see what the day has in store.
THE NITTY GRITTY
Parking
Our Small Business Summit event location doesn’t include on-site parking, however, there are paid lots nearby. 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.
Registrations
When checking-in on the day of the event, you will receive your access badge and schedule card outlining the day ahead. Make sure you have your ID so we are able to give you with badge without any hold up!
*Note that we won’t have coat check on site, so plan accordingly!
Help?
If you need assistance throughout the day or have accessibility needs, then we’re only too happy to accommodate. Just look out for the friendly faces wearing super cute pink tees with the saying “Her Impact Is Priceless” on the back at the event.
Bathrooms & Pump Room
We have bathrooms located on both floors of the event venue—and they look super chic thanks to Cora! The pump room will be located on the first level as well.
Our events fly by, so we suggest planning ahead see below for all the amazing activities!
LOCATION
Hudson Mercantile
500 W 36th Street
New York, NY 10018
C&C INSIDERS’ PERKS
Our Insiders’ members get a ton of on-site perks and Small Business Summit 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 Info Desk on level 1 at the event.
If you are a member, here is a rundown of what you can expect as a C&C insider in NYC and beyond:
Hate waiting in line? Receive expedited check-in, and front of the line access to the Bumble Bizz headshot studio.
You’ll have priority seating at the main stage (yup, that means front row).
Exclusive Meet & greet with Jaclyn Johnson, Sonja Rasula, Courtney Quinn, Lisa price, Puno Dostres, and Ali Kriegsman.
We have some special swag for you at the C&C Insiders Info Desk to pick up on-site.
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.
LEVEL 1
Mastercard Female Small Business Marketplace
We partnered with Mastercard to hand select some incredible small businesses to showcase their incredible product lines at our Small Business Summit. Come and show your support for these amazing ventures. They’re located in the Mastercard Female Small Business Marketplace on Level 1.
The businesses include Bliss Lau jewelry, YES I AM CLOTHING premium apparel and accessories, Coco and Breezy fashionable eyewear, East Oliva Creative floral design, goldno.8 customizable bags, Found Herbal Apothecary plant-based remedies, Teressa Foglia handmade hats, Maison Visionnaire fragrances and diffusers, Cheeky Monkey Home pillows and accessories, and Shhhowercap shower caps with personality.
Bumble Bizz puts the fun into networking and business building. Set up your Bumble Bizz profile (if you haven’t already) before arriving so you can have your free professional headshot taken at the Bumble Bizz pop-up studio. Bumble Pro Tip: Change your radius on Bumble Bizz to one mile to match with other attendees on-site for the ultimate networking experience.
Insiders Info Desk
Grab your C&C swag at the Insiders booth. It’s not too late! You can also sign up here if you aren’t a member yet.
LEVEL 6
Cora
Your bathroom experience will be exponentially more enjoyable thanks to our friends at Cora. Snag some of their femine product located in the bathrooms on-site that are ethically sourced and free of pesticides. This bathroom is so chic you’ll want to take a selfie.
Mastercard x MADE featuring Fred Segal and Lot Stock & Barrel
The Mastercard x MADE capsule collection with female designer partner, Lot Stock & Barrel, and Fred Segal thrives on its industrial feel which coincides with the workmanship behind the brand. Come experience the work that goes on behind the scenes and order custom prints and embroiders that they can watch the artists create. Each guest can order a custom embroider or screen transfer and watch as Lot Stock & Barrel makes their piece in this ‘workshop’.
Boost your biz by upping your businesses' Facebook game. Facebook’s new Boost initiative will equip you with the digital skills you need to grow your small business and you can come see for yourself at their pop-up. You won’t want to miss this one.
Wearing the latest trends just got easier thanks to Haverdash—an online style streaming subscription service that gives women access to fashion rentals for a monthly fee. You won’t have to worry about costly shipping, returns, or dry cleaning because Haverdash has you covered. Come see what all the fuss is about at their pop-up and sign yourself up on-site with help from their team.
Microsoft Teams
Check out our mini-documentary to see how the C&C team brings events to life with the Microsoft Teams feature. While you’re there, hover your phone over their custom QR code at the pop-up for the chance to win some free swag.
PicMonkey
Up your IG game with the PicMonkey team. They’ll help you shoot a professional IG moment at their pop-up and you’ll even 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.
Shop Create & Cultivate
Who couldn’t use more organization in their life? This fall we partnered with At-A-Glance to create a line of career-focused office accessories and planning tools for women making moves available exclusively at Target. Preview select products and shop the full line of affordable planners, notebooks, calendars, and clipfolios at the Shop Create & Cultivate pop-up.
Don’t miss out on the beautiful floral arrangements all over the event like the one added to the stellar IG moment on level 6 provided by and Afloral and East Olivia Creative.
FOOD & BEVERAGE
BREAKFAST
Start your day off the right way with a Bumpin Blends DIY Oatmeal bar. Choose from one of three flavors and top it off with some yummy topping.
Please note, all types of oatmeal contains nuts.*
Supercharge your morning with delicious cold brew served by Chameleon Cold-Brew at their designated caffeine bar.
LUNCH
Eat clean with a deliciously healthy Urban Remedy salad of your choice with two loaded options! And don’t forget while grabbing your salad to snag a bag of Beanfields bean chips.
Please note, both options contain nuts.*
Feeling thirsty? Grab a delicious Watermelon Wonder slushy from the The Goods Mart slushies machine.
BREAK
Beyond Meat is back and whipping up our favorite meatless burgers. Nom, nom!
BEVERAGES
Thirsty? We’ll have CORE Water, Sweet Reason CBD Sparkling Water, and LaCroix on hand throughout the day!
HAPPY HOUR
Sip on some cocktails served by Jane Walker by Johnnie Walker while you network. And of course, our favorite Rosé sparkling wine will be served up by Chandon, too!
Who said yummy couldn’t be vegan?! Baked by Melissa will be serving a variety of the famous vegan mini cupcakes you all know and love—healthy and delicious!
Get your sweet tooth fix with the insanely moorish cookies by Gooey on the Inside. We’re definitely going to bring some of these back to L.A. with us!
GIFT BAGS
We know you want ‘em! Get your shoulder ready for gift bags filled with goodies from some of your favorite brands like Bombas and POOSH. Please note, gift bags are only available at the end of the night. Pick them up at registration on the first floor (where you checked in at the beginning of the day) in exchange for your badge. So, 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.
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 #ccsmallbizsummit to keep in touch!
WE ARE SO EXCITED TO SEE YOU IN NYC! Who are you most excited to see? Share in the comments below!
How to Enhance Your Mental Wellness at Work (and Be Happier and Healthier)
You don’t even need to be in an office to practice these.
Wellness at work. For some, wellness is work and work is wellness. For others, wellness and work rarely enter the same sentence. As a holistic psychologist, I am a strong advocate of creating wellness in all parts of life. The average person spends the majority of their life at work, and about half of the population cites work as their most significant stressor. Bringing wellness into the workplace has become more important than ever as workplaces become increasingly demanding and the line between work and home becomes blurred.
We spend much of our time in places of work, engaging in work tasks, and thinking about work, so a large portion of our mental wellness is wrapped up in our work lives. In contrast, most wellness tips, tricks, trends, and routines are geared towards the time we spend outside of work. Our healthy breakfast nutrition, our morning workout class, our evening fun with loved ones, our post-work yoga class, our morning meditation, and our skincare routine all get more attention than the important topic of how we cultivate wellness at work.
I’m a supporter of all of those healthy choices we make outside of work, as I believe that every part of our health is inherently connected. And, to be truly holistically healthy and thriving, we have to intentionally integrate mental wellness into our workday as well.
While there can be many uncontrollable aspects of one’s work life, we all have many access points for enhancing our own mental wellness that exist within our power. Read on for five scientifically-backed strategies that are always accessible to us to boost mental wellness in the work day. Let’s start with ways to enhance mood and mental wellness even before getting to work.
Thankful Route to Work
Each day many of us embark on a commute to work. Some of us drive long distances, some cram into bustling subways, some have short strolls, and some simply move rooms in their home. Whatever our journey to our work day entails, there’s an incredible opening of opportunity to make it meaningful part of our day. If we intentionally note three things we are thankful for along the path to work, we are choosing to set up our work day mindset in a positive tone. It could be your coffee in hand, the smile on a fellow commuter's face, or simply your own body for getting you where you need to go. Research shows that bringing thankfulness into awareness in the moment releases feel-good chemicals in the brain, setting you up for a happier work day.
Here are some top tips for how to maintain, sustain, or rejuvenate mental wellness throughout the workday:
Pause
Mindfulness has become a popular workplace wellness strategy, and for good reason. Taking a moment to intentionally bring awareness to the breath actually deactivates our stress response and activates our emotional and cognitive processing center. Even just becoming aware of what it feels like in the body to take four long deep breaths is associated with increased joy and productivity and decreased stress.
Hydrate
Our brain and body need fuel to function optimally. If we want to feel well during our work day, we need to fuel well. While nutrition plays a crucial role in our mental wellness, hydration is the first step. When we are dehydrated, our brains become anxious and stressed. Drinking water plentifully throughout the day makes for an easy and impactful wellness boost.
Connect
Our brains thrive off connection. When we feel connected, the same parts of our brain that register physical safety light up. If work entails being around others, take a moment to smile at someone, or exchange a friendly conversation with eye contact. These little moments of connectivity actually activate the reward circuitry in the brain. If there’s no one around to connect with, turn to the surroundings. Creating a connection with nature daily comes with documented mental health benefits, such as calming our nervous system. Try smelling the plants in the work space or taking a quick break to walk outside and simply look up at the sky (that’s my personal NYC nature connection).
While many don’t have a distinct end point to the work day anymore, it’s important to mark the work day at some point in the evening to honor the efforts of the day and set intentions for the next day:
Attend to Good
Attention is like a spotlight in the brain - whatever we shine it on becomes brighter. By intentionally noticing the good in the day, the brain is being trained to see more good in the future. Even on a challenging day, noting a few small glimmers of gold in the day allows the brain to calm it’s stress response and makes the brain more likely to look for goodness in the next day.
When we integrate mental wellness strategies into work life, we not only enhance our overall life satisfaction and mental health, we also enhance our functioning, productivity, and creativity at work.
By: Ellie Cobb, Ph.D., Holistic Psychologist, Grounded & Gold
About the Author
Ellie Cobb, Ph.D. is a Holistic Psychologist, Mindfulness & Meditation Teacher, Director of Psychology for Thankful, and Founder of Wellness Company *Grounded & Gold.* She is a published researcher and author, and she teaches, writes, & gives talks and workshops around the country to spread her passion for empowering others to improve their own wellbeing through scientifically-back mental wellness & holistic health.
This post was originally published on October 10, 2018, and has since been updated.
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Want a Chance to Win a $1,000 Shopping Spree From Joss & Main? Enter Now!
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There’s no denying the power of your environment on your productivity and creativity—even science agrees. And we have experienced this change first-hand. After our own C&C Clubhouse was re-designed, the entire team felt even more inspired and motivated to create something spectacular.
We have Joss & Main to thank for helping us design an of-the-moment co-working space that fuses fashion and function. We’re really into their furniture and décor—it balances the modern aesthetic we love with a classic twist. And their curated collection of office essentials is no exception. Whether your business is taking that first big leap and moving into an office or you’re looking to refresh your own office, Joss & Main is our go-to for designing a space to inspire your next big idea.
And today, we’re thrilled to announce that one lucky person will win a $1000 shopping spree at Joss & Main to design their own dream office as well as a one-year-long digital membership to C&C Insiders. So enter below for your chance to win—good Luck!
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From Scratch: How One Founder Is Giving the Beauty Biz a Makeover, One Natural Ingredient at a Time
“If you don’t truly love your own product or believe in your own brand, people will know.”
We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do but before you get ahead of yourself, let’s start at the beginning. To kickstart the process (and ease some of those first-time founder nerves) we’re asking successful entrepreneurs to share their story in our new series, From Scratch. But this isn’t your typical day in the life. We’re getting down to the nitty gritty from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves, we’re not holding back. If you want to know how to start a business, you’ve come to the right place.
“Always be your own biggest fan. If you don’t truly love your own product or believe in your own brand, people will know.”
Lauren Jin, Founder, CLE Cosmetics
In the highly saturated industry of cosmetics, there is an abundance of brands that sell makeup to look good but, what about makeup that is designed to feel good, on both the skin and the mind? Sounds groundbreaking but disruption wasn’t part of the plan for CLE Cosmetics founder Lauren Jin. Her objective was simple: to create quality beauty products that nurture your skin and enhance your natural beauty, not hide it—disruption was a side effect.
Using all naturally-sourced and cruelty-free ingredients, Jin’s brand mission is based upon the concepts of universal beauty, transparency, and the allure of individuality. Initially pursuing a career in fashion, Jin switched gears and started from scratch, setting out on a mission to redefine beauty with a brand that celebrates all facets of femininity.
Among the many factors of CLE that set it apart from other beauty companies, the cosmetics brand derives inspiration from Korean Beauty technology and prides itself on the quality of its unique ingredients. Jin aims to make CLE’s products dual-purpose, creating makeup that looks great while making your skin feel great.
By selling products that invite customers to embrace their inner feminine, Jin has created a brand that stands out among a sea of more conventional cosmetic brands. In this feature of From Scratch, Jin clues us in on the unconventional beauty of taking the road less traveled.
Photo: Courtesy of CLE Cosmetics
Did you write a business plan? If yes, was it helpful? If no, what else did you use instead? Why did you not take that approach?
“I’m not sure if it counts as an official business plan, but I created a yearly goal and a list of things that I wanted to achieve. From there, I worked backward to solidify a step-by-step plan to execute these goals. Of course, over the years, I’ve had to tweak the plan as I went along. However, I’ve found that creating a concrete list of goals and plans has not only given me a strategy forward but also confidence in myself.
“I had to chart out each specific quarter of the business—one of my goals was to break even within five years through retail partnerships and sales. Though this felt daunting given that my background wasn’t in business, I felt that I had the right intuition to move forward. So, I honed in on that intuition instead of taking on a more conventional approach. Previously, I studied womenswear at Parsons and the Royal College of Arts in London, then went on to work for brands such as 3.1 Phillip Lim and VPL, where I learned about business infrastructure. I saw the inner workings of their business operations, as well as what it takes to create a company’s culture. I had the experience of working at VPL, which was quite a niche, as well as Phillip Lim, an international brand. Though the companies’ goals were mainstream, experiencing each department at these companies like it was its own individual design house was invaluable to me.
“VPL folded in the mid-2000s because the founder/designer and the financial advisor didn’t share the same vision. After that experience, I’ve been extremely careful to create a brand that seamlessly marries both the creative vision and business goals. My goal now is to lead the brand for ten years, then revisit the overall business later on, especially if there are possible acquisitions. I believe that ten years will give us enough time to build a strong brand.
“My vision for CLE Cosmetics is not to be “the best,” then suddenly die out. I’d rather focus on slowly building the right foundation for the company—creating a true namesake brand, as well as a cult following. I’d like for CLE to stand as its own solid figure in the beauty industry. And honestly, it’ll take time to achieve that. Instead of any aggressive campaigning, such as billboard ads, I’d like to move the company forward in a strategic way. I also don’t want to be burdened by any external finances, so ideally, we’d work with angel investors and break even later on. Amidst the onslaught of beauty brands and the saturation in the industry, I believe that slow and steady wins the race.”
How did you come up with the name? What was the process like? How did you know it was the right name? What are some of the things you considered during that process?
“The name CLE occurred to me while I was walking around London. At the time, I was playing around with abstract words—I wanted to create something that didn’t have a specific definition and that wasn’t too complicated. Ideally, it’d be something light, airy, and quick to say. No fuss. I knew that CLE was the right name when I realized how easy it was to pronounce. It just rolls off the tongue and feels nice to hear out loud.
“However, it doesn’t mean anything—the brand, as a whole, embodies the name and meaning. Also, it’s not an acronym, but more of a representation of the community of people who use our products for its functionality and beautiful design.”
Photo: Courtesy of CLE Cosmetics
What were the immediate things you had to take care of to set up the business? (Website domain/setup, trademark, name, business name listing social channels, etc)
“Once I settled on the name, I immediately checked to see if it was legally available to use. Thankfully, it was. I then signed up for a business license in Los Angeles, then secured the website domain and social media handles (Instagram, Facebook, and Twitter). After that, I worked with an attorney to set up the trademark, the corporation, and then the necessary infrastructure to hire a team.”
What research did you do for the brand beforehand? Why would you recommend it?
“The idea of CLE was actually a continuation of a concept that I’ve developed over the years as a womenswear designer. I’d highly recommend putting in the necessary prep work with extensive research, planning, and simply even letting yourself marinate on your concept. There’s value in taking a step back and revisiting your ideas with fresh eyes. By doing so, you’ll be able to back up your brand and its ethos that you’ve developed.
“Over the course of seven years, CLE was an ongoing idea of a certain woman that I envisioned in my mind. I didn’t research any competitors because the brand was an extremely personal concept for me. I think I’m better off for doing so, because it was only me, and there’s only one of me. Ultimately, I was able to keep the brand true to who I am, instead of being influenced by any other competitors in the industry.“
Photo: Courtesy of CLE Cosmetics
How did you find the manufacturer/production facility that you use? Did you have any bad experiences? What did you learn? What advice do you have for other founders looking for a trustworthy manufacturer?
”Luckily, I haven’t had any bad experiences. I’ve had some hiccups on production timelines, but that came about more from unforeseen circumstances. The best advice I can give is to make sure that you find people with excellent communication within their company structure. By doing so, they’ll be able to relay information and updates as quickly as possible to you. Efficient communication is definitely the key to working with others.
“In South Korea, the manufacturers are very open to working with new businesses. They’ll try anything you want, so long as you’re able to clearly communicate with them. Of course, it helped that I’m fluent in Korean!
I’ve learned that the product development phase is crucial. Our Melting Lip Powder was our first product, and it took over one year to make. While the technology was there from the start, we had to ensure that the product launched with the correct shades.”
Did you self-fund the company? Did you raise seed money or initial investment money? Why/Why not? What would you recommend?
”Luckily, I was able to raise funding for the company with an angel investor, who’s been very supportive from the start. There wasn’t any seed money involved. The difference between both is that an angel investor allows for freedom by being pretty hands-off. As CLE’s CEO and creative visionary, I’m thankful that we started off in this way because it’s enabled me to build a brand on my own terms. Venture capitalists would’ve wanted to take control of the brand, so I’m thankful that I can maintain autonomy over it.”
How much did you pay yourself? How did you know what to pay yourself?
”Based on my past freelance work experiences as a student, I came to a conclusion of what my pay per hour should be. I then calculated that on a monthly and yearly basis, which gave me a good idea of how much I should be paid.”
“Lately, we’re interested in the women who aren’t just conventionally beautiful, but are unique. We want to reach a specific demographic of women who were real—your everyday girl.”
How big is your team now? What has the hiring process like?
”Our team is still very small—we have two full-time employees and two freelancers. I was fortunate to meet some bold individuals who actually reached out to me about an opportunity at CLE first. I’ve seen that hiring can be very organic, where the right people will come onto the brand at the right time.
“I’ve also had the previous experience of trying to hire through a recruiting site but would get discouraged by some candidates who weren’t right for our company culture. Ultimately, it’s about finding the individuals that align with your brand ethos. I’ve found the best candidates when I’ve tapped into my own network of contacts. And as I mentioned earlier, one of my employees reached out to me organically, and we eventually hired her to join the team full-time. So, a lot of it falls on the right timing and a bit of luck.”
Did you hire an accountant? Who helped you with the financial decisions and set up? What do you recommend (programs etc) / advice do you have for that?
”Yes, hiring a third-party accountant was one of the first steps I made. I also made some financial decisions from simply learning as I went and researching as much as I could into any relevant topics. My advice would be to have a clear budget, but not be completely bound to it. I’d also be very cognizant of it while planning out the rest of the business. Also, just start anywhere! I used Excel.”
What has been the biggest learning curve during the process of establishing a business?
“The biggest learning curve has not only been managing my team but also myself. I’ve often neglected my own personal needs while trying to establish this business. I became so focused on building this brand that I started to put my own self on the back burner for the majority of my time.”
Photo: Courtesy of CLE Cosmetics
How did you get retailers to start stocking your product? Were you told no?
”Since I changed industries by starting CLE Cosmetics, it was difficult to find stockists at first because I didn’t have the right connections for it. So, I took the traditional route of going to trade shows and forging my own connections from the ground up. We’ve definitely gotten our fair share of no’s, but have learned from them and have moved onto other opportunities. Overall, I try to keep a positive outlook on these things—if a retailer says no, I believe that it wasn’t meant to be.”
Do you have a business coach or mentor? How has this person helped? Would you recommend one? How do you get one?
”I don’t have a business coach. Instead, I look up to women such as Stella McCartney, who has found success despite all the preconceived notions about her. Phoebe Philo is another example of someone who’s stayed true to herself. At the height of her career at Chloé, she took time off to be with her kids, then came back to take the helm at Céline. There shouldn’t be fear around spending time with your family, then reentering the workforce. I admire these qualities in these two women—how they carry themselves, how genuine they seem, and how they’ve excelled in both their career and personal lives.”
“Overall, I try to keep a positive outlook on these things—if a retailer says no, I believe that it wasn’t meant to be.”
How did you promote your company? How did you get people to know who you are and create buzz? Did you know anything about marketing before this venture?
”Our main source of press and marketing was Instagram, at first. I quickly came to understand that Instagram was the best platform to spread brand awareness. Fortunately, I was able to work with freelancers and third-party agencies to help me with this marketing, as I didn’t know much about it in the beginning.
“Lately, we’re interested in women who aren’t just conventionally beautiful but are unique. We want to reach a specific demographic of women who were real—your everyday girl. The type of woman who’s natural, effortless, and doesn’t want or need to pile on the makeup. We want to speak to the working woman who wears makeup for all-day wear, as well as the fun, quirky woman who appreciates more of the creative aspects of makeup. We also honed in on micro-influencers, who, on their own, are big influences in their own communities. We’ve never gone for top-tier influencers.”
What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do ASAP?
“I’d advise any new business owners to always think two steps ahead—whether that’s in planning, product development, press schedules, as well as any foreseeable speed bumps along the way. I also wish that we had focused more on brick and mortar opportunities for our consumers to experience our products in a tactile way. You just don’t get the same experience on an e-commerce website. I also wish that we had a better video strategy—we’ve focused on educational video content, but we’re not seeing the lift from it yet.”
For those who haven’t started a business (or are about to) what advice do you have?
“My advice would be to always be your own biggest fan. If you don’t truly love your own product or believe in your own brand, people will know.”