5 Black Financial Educators Who Are Empowering Us to Take Control of Our Finances

Photo: Courtesy of Tonya Rapley

Welcome to 5 for 5, where we spotlight 5 women in 5 minutes or less.

It’s no secret that Black women are not paid fairly. On average, Black women are paid 37% less than white men and 20% less than white women for doing the same work, according to LeanIn.org. But despite the stats, Black women *can* build wealth. Ahead are five financial educators who are advocating for change, empowering women to take control of their finances, and pushing these stats in the right direction.

1. Dasha Kennedy

Dasha Kennedy, a.k.a. @thebrokeblackgirl, doesn’t hold back when it comes to sharing tips for assessing personal debt, reaching a big financial goal, and implementing a financial wellness self-care routine.

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2. Tonya Rapley

The “Millennial Money Expert” and founder of My Fab Finance, Tonya Rapley, is on a mission to help 100,000 people make at least one money decision they’re proud of, whether it’s buying a home or saving money on a trip.

3. Tiffany Aliche

Known as @thebudgetnista on Instagram, Tiffany Aliche breaks down big goals like building wealth, paying off a mortgage, and buying a home while paying off student debt into achievable (dare we say simple) steps.

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4. Marsha Barnes

The brains behind @thefinancebar, Marsha Barnes is a must-follow for friendly reminders to engage with your finances, adjust your budgeting plan, and start an emergency fund, as well as tips on how to follow through.

5. Jamila Souffrant

The founder of @journeytolaunch, Jamila Souffrant, is all about helping people grow their savings, get out of debt, and gain financial freedom and independence. (Psst… her podcast, Journey to Launch, is a must-listen!)

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Making a Comeback: How Perseverance Can Help You Pivot to New Possibilities

Listen to the full episode here.

It’s no secret that COVID-19 has challenged small businesses everywhere to rethink the brick-and-mortar business model. With physical retail locations closing and e-commerce on the rise, it's been crucial for small businesses to pivot to digital to weather the pandemic.

By the numbers: Online sales grew by nearly 50% at the peak of the pandemic, and experts are predicting the shift may be permanent. According to a recent survey, 41% of consumers are currently shopping via social media and 51% say they’ll continue to use in-app shopping post-COVID.

Bank of America recently released their yearly survey of small business owners in the 2021 Small Business Owner Report. Their research found that business owners have started to regain their footing as economic confidence, business revenue expectations, and hiring plans bounce back significantly from levels seen in the fall. For example, 50% of SBOs are confident the national economy will improve – up significantly from 37% last fall, and 60% expect their revenue to increase – up even more from 34% last fall.

To address the impact of the pandemic, business owners tapped into various funding sources to stay afloat and made operational changes that they anticipate will continue going forward. More than half of SBOs tapped into funding sources such as personal savings, business credit cards and PPP loans. A majority of SBOs anticipate that the operational changes they made in response to the coronavirus will continue beyond the pandemic – specifically enhancing their sanitation practices and further building a digital sales strategy.

Regardless, entrepreneurship is on the rise—and it doesn’t show any signs of slowing down. Today, nearly 40% of the workforce is made up of freelancers, temps, independent contractors, and solopreneurs, and a growing number of millennials and Gen-Zers are becoming solopreneurs—61% of independent millennials are planning to stay independent as solopreneurs.

So, how do you successfully lead your business through COVID-19? How do you turn a seemingly insurmountable challenge into an opportunity? And how do you start planning for the “new normal” when the future is still unwritten?

On this episode of WorkParty, Jaclyn sits down with Ellen Marie Bennett, the founder and CEO of Hedley & Bennett, the leading Los Angeles based culinary workwear brand, to answer these questions and discover what it takes to weather the storm, and outfit hundreds of thousands of home cooks all over the world. Join the party on social @workparty and stay in the know at workparty.com.

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Attention, Self-Employed Bosses! Here Are 4 Tips for Budgeting on a Variable Income

Photo: ColorJoy Stock

During my first month as an entrepreneur back in December of 2018, I made $226 as an administrative assistant. Fifteen months later, I would go on to quit my day job and make upwards of $5,000 a month as a freelance writer and content creator for Rosetta Stone. 

While I had excitedly waited to get to this point, it was still hard for me to give up the financial security of my day job. Without corporate perks like PTO, health insurance, and automatically deducted taxes, I suddenly had to make sure I had enough to get through the expected—and unexpected—costs each month without the help of a regular paycheck. 

As an entrepreneur or freelancer, it is completely normal to have an irregular income, but it can definitely make budgeting your money a little trickier. Luckily, after a lot of trial and error and some helpful advice from a top-notch financial coach, I can finally say I’ve figured out how to budget with a variable income. Since this is something I wish I had known years ago, I decided it was time to share with my fellow business owners!

1. Calculate Your Monthly Needs

Before taking control of my budget, I had no clue how much I really spent per month. Like most young business owners, in my first two years of business, I was pretty much taking whatever job I could get—mostly because I just needed to get my bills paid. Never really knowing how much to expect from month-to-month, I ignored my bank account completely.

Every month I would just cross my fingers and hope I wouldn’t get an “insufficient funds” notice from my bank. But, this method led to a lot of extra stress and negative emotions around money. 

So, one day, I sat down and went through my last three months of bank and credit card statements and looked at how much I had been spending on necessities. This helped me figure out how much I really needed to be making each month to get by. Some common needs within a personal budget include things like:

• Rent

• Utilities

• Groceries

• Gas (only for required outings)

• Debt repayments (minimum required payment)

• Phone

• Personal care (toiletries, medicine, etc.)

• Insurance (car, life, etc.)

• Essential family expenses (childcare, clothing, etc.)

I also included the needs I had for my business. Some common business needs within a budget include things like:

• Employee/contractual worker wages

• Website hosting

• Email hosting

• Insurance (health, business, etc.)

• Public relations

• Marketing/advertising

• Business-related debt repayment

• Travel

• Taxes

• Business-related software (accounting, email management, website building, social media marketing, SEO, project management, CRM, communication/messaging, etc.)

• Business-related hardware (computers, phones, printers, etc.)

And this isn’t just what I learned from personal experience. When I sat down with financial coach Yvonne Tran for one of my podcast episodes, she echoed this sentiment as well. “If you have variable income my biggest tip would be to know how much you need to pay every month for expenses or bills and make that a goal to bring in every month in your business,” Yvonne shared.

2. Reset Your Money Mindset

Like it or not, we all have certain ideas about money. Whether you grew up hearing “money is the root of all evil,” “a penny saved is a penny earned,” or any other common money-related beliefs, our society has a lot of positive and negative associations with money.

Having grown up in a family of entrepreneurs, money struggles—and the negative money mindset that comes with them—were no stranger to me. For a long time, money was something that I considered stressful and even dirty. It wasn’t until I learned to see money as a tool and something to be grateful for that the money really started flowing. 

“Money mindset is definitely really important because if you view money as so stressful, super complicated, and intimidating then I can show you all the ways that you can fix your financial situation, but if your mindset is telling you ‘no’ then it’s not going to work out in the end,” Yvonne told me. 

A few ways you can reset your money mindset are:

• Using positive affirmations around money (and putting them everywhere!)

• Learning to give money away without fear

• Evaluating your beliefs around money 

• Actively fighting off any negative thoughts about money

• Fostering gratitude in every transaction

3. Cultivate Healthy Money Habits

Creating a strong budget and resetting your mindset creates a strong foundation for making good financial decisions, but keeping up with those good financial decisions means you have to cultivate healthy money habits too. Some healthy money habits that could help keep your budget on track are:

• Downloading a money-tracking app like Mint

• Spending with gratitude, not fear by using affirmations like, “I am grateful for all that money brings me,” or “I am grateful that I can contribute my money to the economy/this cause/this person,” when spending money

• Setting financial goals each quarter

• Waiting 24 hours before buying “wants” to avoid impulse purchases

• Saving 20% of your income for the unexpected

Yvonne is a big proponent of saving, especially when you have a variable income. “If you happen to have a short month one month and not bring in as much as you need then hopefully you’ll have that extra savings already set aside,” she shared. “That way, that can come in to fill the gap for that month, and then you’ll just work harder next month to bring in more money.”

4. Re-Evaluate Your Budget Each Month

If you have a variable income it is best to evaluate your budget pretty frequently. By re-evaluating your budget more often, you’ll have a better handle on your money as your income changes.

Since I can usually predict my income for the next few months, I tend to re-evaluate my budget each quarter, but monthly works great too. Here’s the method I use: first, I calculate how much I’ll be making over the next three months. Then, I divide that up to give myself a general monthly budget. Finally, I calculate all of those personal and business needs we talked about earlier. 

Next, I subtract my needs from my income and I use that final number as my budget for the month. I’ll usually take out a percentage for savings, but the rest I let myself spend freely. Some people prefer to take their savings directly out of their income, but it makes me feel better knowing everything else is taken care of first. This works well for me because on good months I can splurge on certain items, whereas on not-so-good months I have to reign myself in a little bit. But either way, it gives me a concrete number to focus on each month. 

There are hundreds of ways to budget your money, but the best budget is the budget that works best for you. I tried a lot of budgeting methods before I found one that really worked for me, so don’t get discouraged if you struggle a little bit. For me, once I changed my mindset around money everything changed, so I would definitely suggest digging into your own stories around money before getting started. Happy money-making!

“There are hundreds of ways to budget your money, but the best budget is the budget that works best for you.”

—Calli Zarpas, Founder of the Do Well Department

About the Author: Calli Zarpas is the founder of the Do Well Department, a holistic business program created to help overwhelmed business owners cultivate a business and life they love. When Calli isn’t running her community, she’s writing her weekly newsletter and hosting her podcast called Unstrictly Business, all about how successful business owners foster success in both their business and personal lives (Yvonne’s episode is an awesome place to start!).

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The Entire Beauty World Is Watching This Zero-Waste Haircare Brand Started by Two Industry Veterans

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 kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Everist

As alums of major beauty brands including Revlon and L’Oreal, Jessica Stevenson and Jayme Jenkins saw from the inside that the beauty industry has a major plastic waste problem. “Before we even had a business plan or a product idea, we were committed to finding an innovative way to solve that problem,” Jenkins tells Create & Cultivate. “We had multiple aha moments or pivots along the way including, Why are we shipping large, heavy beauty products full of water and excess packaging around the world? Why do we need water in haircare when we’re already showering in water? We just knew there had to be a better way.” 

And, as the co-founders of Everist, a zero-waste haircare brand, it’s safe to say Stevenson and Jenkins have indeed found a better way. The brand’s inaugural products, a Waterless Shampoo Concentrate and a Waterless Conditioner Concentrate, boast silicone-, sulfate-, and preservative-free formulas made without any water and 99.7% pure aluminum recyclable packaging. The brand also uses recycled packaging for shipping, opting out of any plastic packaging and shipping materials, and has partnered with Climate Neutral to offset carbon emissions.

Ahead, the co-founders tell Create & Cultivate how they launched an industry-disrupting haircare brand, including the mistakes they’ve learned from along the way.

Can you tell us a bit about your background and what you were doing professionally before launching Everist? 

JESSICA & JAYME: We’ve both spent over a decade in the beauty industry in various roles and categories, most recently as a general manager (Jessica) and a VP of marketing (Jayme) for the beauty brands Nude by Nature and The Body Shop, respectively. Prior to that we both led marketing for some of the top brands from L’Oreal to Revlon and learned from some of the brightest minds in their fields.

Did you write a business plan? If so, was it helpful, and if not, what did you use to guide your business instead and why did you take that approach? 

JESSICA: We did eventually when we had narrowed down the idea, but in the beginning, we cycled through dozens of different concepts and did an exploration to see if they made sense. Was it profitable? Scalable? Was it even possible to bring to market? Was it a product or service that we would personally use? It took us a while to zero in on the right idea. Once we had our winning concept we did write a thorough business plan to give our early investors confidence in our idea and approach. It served as a great starting point, but things are constantly changing in startup-land and you need to stay flexible throughout the whole process. We view our models as live working tools to strategize vs a one-time exercise.

Photo: Courtesy of Everist

How did you come up with the name Everist? What are some of the things you considered during the naming process? 

JAYME: We wanted a brand that would be named after our customers; they are the Everist. They are the ones making small eco-conscious choices in their daily lives that together add up to a big impact. We exist to help them by making eco easier and without compromise. We also wanted a name that didn’t sound too “crunchy” but had the connotation of mindful consumption; an Everist thinks about their forever impact on their two homes: their body and our planet.

What were the immediate things you had to take care of to set up the business? 

JESSICA: We had to have a chemist and a manufacturing partner to help us create the product first (which ended up being a very long process since we had such a “blue-sky” brief). We also needed to find a sustainable packaging partner. Once we made some headway on that, we got started on our incorporation, trademark, domains, social handles, and in our case, patent process.

What research did you do for the brand beforehand, and would you recommend it to other founders? 

JESSICA: Coming from the industry, we did bring with us a great deal of knowledge to set a solid foundation. Although not essential, starting in a space where you already have some expertise, will give you a good head start. From there we did do a thorough competitive analysis and whitespace mapping, followed by continuous formula experimentation and business model profitability analysis to ensure our idea was viable to scale. In the end, the most important advice we can give is to always start with a large enough customer need and quickly test a bunch of solutions to find the one that best meets that need for market fit versus developing a product and trying to force-fit it to a customer.     

How did you find and identify the manufacturers that you work with? What was important to you during this process, and are there any mistakes you made and learned from along the way? 

JAYME: We wanted a manufacturer that was local for environmental reasons and also so we could be very involved in the process. We wanted a partner that believed in our ideas and was committed for the long run to help us bring them to life. It’s not always easy, but a strong partnership can help you move mountains.

How did you fund Everist? What were the challenges and what would you change? Would you recommend your route to other entrepreneurs? 

JESSICA: We started self-funded, like many entrepreneurs, as we were solidifying our idea, but we soon realized we would need more investment for inventory, brand building and to scale quickly. We attended events and casually met as many people as we could to learn and develop relationships. During one of those events, we were lucky enough to find the right strategic partner to lead our pre-seed raise and bring on other like-minded investors who could add value and believed in our long-term vision. To us, the right strategic fit was everything, especially early on as you need to have people on board who believe in you and support all the twists and turns that will inevitably come.       

Do you pay yourself, and if so, how did you know what to pay yourself? 

JESSICA: We don’t currently pay ourselves, but we plan to after launch. This is a personal decision based on both the founders’ and the company’s financial position and equity growth prospects. Cash flow is the company’s lifeline, so we will definitely not be taking our past corporate salaries, but enough to cover some living expenses. However, as the company grows, we do believe in founders taking a reasonable salary for their position.   

How big is your team now, and what has the hiring process been like?

JESSICA: We are currently a small team of two who have embraced the gig economy and have brought on amazing freelance and vendor partners to help us scale while remaining flexible at this early stage. Most of our partners have been brought on through research and referrals. That said, we are both seasoned people managers coming from big beauty and believe in developing diverse talent for long-term success. Therefore, we look forward to growing our team soon!

Did you hire an accountant? Who helped you with the financial decisions and setup, and are there any tools or programs you recommend for bookkeeping? 

JESSICA: Since we are both business grads, we had a baseline of knowledge to build our own financial models and were able to handle our own expense reporting through QuickBooks pre-revenue. However, as we were preparing to launch, we knew we needed to bring on experts to set up a solid foundation for growth. Therefore, we hired an outsourced accounting firm that specializes in bookkeeping and controller services that scale with the needs of the business. Other systems we explored were FreshBooks, as well as inventory management through a system such as SOS Inventory or QuickBooks Commerce. Once you have sufficient scale, a fully integrated ERP platform such as Oracle NetSuite could be useful.

Photo: Courtesy of Everist

What has been the biggest learning curve during the process of establishing your business? 

JAYME: Everything? That’s really what’s made this experience so exciting (and at times overwhelming). We have been hands-on in every area of the business where previously we were more specialized or leading a team of specialists. Learning clean chemistry, web platforms, fundraising terms, IP law. It’s been a wild ride. 

How did you promote your company? How did you get people to know who you are and create buzz? 

JAYME: Our first marketing investment was bringing on a great PR team. We knew that part of our uniqueness was that we had an innovative product with a great story to tell and we wanted to make sure we had help getting it out there. We’re also believers in creating a strong social community, encouraging reviews, partnering with like-minded influencers and brands, developing valuable educational content, and A/B testing digital media campaigns.  

Do you have a business coach or mentor, and if so, would you recommend one to fellow entrepreneurs? 

JESSICA: We don’t have a formal coach or mentor but have been fortunate to be surrounded by great industry experts, inspiring entrepreneurs, and investors who have also become valuable advisors. It is definitely helpful to have a strong support network around you for your entrepreneurial journey. If that doesn’t happen organically then there are many organizations or accelerators that you can join to connect you with a relevant mentor. However, it can take several tries to find the right mentor-mentee fit, but when you do it can add tremendous value.

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap? 

JESSICA: Register your business name and international trademark early. It’s not necessarily one we didn’t do, but it’s something we hear as a stumbling block all the time. Especially for brands, you don’t want to be forced to change your name after you’ve built up awareness once you find out there is someone else already using the same name in your local market or another important international market.

For those who haven’t started a business (or are about to), what advice do you have? 

JAYME: There are a million problems and to-do’s vying for your attention every day, so be laser-focused on what your priorities are and keep moving forward.

What is your number one piece of financial advice for any new business owner and why?

JESSICA: Managing your cash flow is critical. In a past side hustle, I’ve been in the situation that I had to personally finance a retailer PO when I was already deep in student debt. It quickly teaches you how real a cash flow problem can be versus numbers on a financial statement in business school. Make sure you know your burn rate and have a plan A, B, and C to extend whether through self-funding, an equity raise, or a loan. It can also be a good idea to have a working capital line of credit ready as a safety net to cover inventory costs before revenues can be collected. 

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why? 

JESSICA: It will take longer than you expected, so enjoy the process. When a problem arises, get the right people in a room (or virtual room) and keep asking clarifying questions to uncover the root of the problem that needs to be fixed. Then, focus all your attention on the solution as people can be very creative when they are open to new possibilities and stay positive. The end result might look different, but often better if you’re open to it.

Anything else to add?

JESSICA: There are always going to be reasons and risks that can feel like now’s not the right time, but if you’re passionate about your idea—you just have to jump in. Best to ensure you have a solid support system around you and then be as flexible as possible to learn and pivot as you go.

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Old Navy's Head of Creative Marketing Says Believing in Your Talent is Key to Success

We often look to the iconic leaders of our time for motivation and wisdom, but for many of us, this is purely inspirational and not as applicable to our everyday lives. We truly believe there is more benefit in looking to your left and seeking out a peer-to-peer mentorship with a colleague or friend you admire. Why? Firstly, they will likely have the time to be your mentor, and secondly, their advice will be relatable and allow you to see your path clearly while keeping your mind open to new ideas, identifying new opportunities, and helping you self-advocate.  We call them Everyday Superheroes. In this new series, we talk to the people who are paying it forward, lifting others up and paving a smoother path for the next generation to come.

For Dana Marinovich, getting laid off was a fundamental part of her career arc, and a challenge that eventually led to her dream job as the Head of Creative Marketing for Old Navy.

After being let go, she took the summer off to reset and think about what she wanted next. “I gave myself permission to hold space for the change, to really evaluate what I wanted and recalibrate my intentions for the future,” Marinovich tells Create & Cultivate. “After a few months, I was reenergized, refocused and was able to set clear goals for myself that were true to who I am and what I want in my life, instead of being swept away with what was expected next.”

Now, as the Head of Creative Marketing at Old Navy, Marinovich leads a team of creative directors, writers, art directors, graphic designers, stylists, and photographers to help bring the brand’s vision to life through the creative in all channels. And with millions of people engaging with Old Navy each day, it’s safe to say that Marinovich’s work touches a lot of people.

Read on to hear how she went from agency world to in-house at Old Navy, how she finds the inspiration to create killer brand campaigns, and why believing in your talent is key to your success.

What did you study in school? And what did you want to be when you grew up?

I did not ever think that I would be in a creative industry when I was young. I grew up with a focus on math, science and literature. The closest thing to being creative that I could imagine, was to grow up to be an architect. So for a long time I thought that’s what I wanted to be. 

While in college, I majored in Art and Design, with a focus on graphic design. I also studied Painting and Photography at Chelsea College of Art and Design and Central St. Martin’s. Through those programs I fell in love with art, with critical thinking and this truly changed and solidified my focus.

What are some of the earlier jobs that helped to shape your career path?

After college, I moved to NYC and one of my first jobs was working for a (then) small agency, YARD. What I learned there was invaluable in how to approach a creative project for a brand. At that time, most of the agencies were either branding or advertising focused. But YARD was doing something different - they were a creative agency that bridged the two and built the work with a solid strategic ground. It was all the things, intertwined - and I was inspired by this approach. So early on in my career, I realized how much I loved to build brands holistically… and to build a thriving brand you need great creative strategy, a killer voice, and image and branding that elevates it. This period of time was like bootcamp in creative thinking, iterating and pushing limits. It was really really hard, and I will forever be grateful for it.

“Do one thing at a time. Put space between things. Develop Rituals. Think about what is necessary.”

What challenges have you faced along the way? What did you learn from them? How did they prepare you for your job now?

The biggest challenge I have ever faced is being laid off. I don’t think people talk about this enough transparently, like it should be a secret. Like there is stigma around losing your job. I have worked in retail or for retailers for a long time now, and the business is just volatile. There will be really high highs and really low lows. Some businesses can withstand the test and others are not so lucky. You have to ride the wave - and know that it will fluctuate.

When I was let go, I took the summer off to reset and think about what I wanted next. I travelled and spent a month abroad in Croatia with my family. I gave myself permission to hold space for the change, to really evaluate what I wanted and recalibrate my intentions for the future. It was honestly the hardest and best time for me in my career building. After a few months, I was reenergized, refocused and was able to set clear goals for myself that were true to who I am and what I want in my life instead of being swept away with what was expected next.  It was a relief, like I finally took back control of what my days were.

Tell us about your role. What does it entail? Did you work your way up? What were the positions along the way?

As the Head of Creative Marketing at Old Navy, I lead and get to work with a diverse creative team. My role is to develop a clear creative vision of the brand that people can relate to and want to connect with. Old Navy is a brand for everyone, for families, for your friend family, for your community. It’s inclusive by nature. And we bring the brand to life through a lens of fun, fashion and making the most of life together.

To get to this position, I both worked my way up and worked sideways. As I mentioned, I started my career in advertising in NY, but when I moved to CA , I came in-house at Gap. This was years ago, and I moved my way up at that brand - starting as a Global Art Director (which meant I would translate the North America creative for Europe, Japan and franchise partners), but quickly after starting, some of the leadership team left, and I was promoted to lead the internal creative team. I worked on many things during this time - and wound up pitching against our agencies and took back in-house the kids, baby and body advertising work. It was fun, we even pitched against agency work for the Diane von Furstenburg x GapKids campaign work - and won the pitch. At the time, it felt like a big deal, the internal team was so motivated and we were so happy to be doing the work that we were doing. We had a lot of fun.

After a few years I moved on to be the Vice President of Creative at a small kids and baby clothing company called Tea Collection. I was there for about five years and helped solidify the creative look/feel and voice for the brand. And then I came back to Old Navy and was just promoted this past Spring to the Head of Creative Marketing role. 

What do you love most about your job and why? Does the reality of your career match up to your expectations? Why/why not?

I love the people I work with, the team is very talented. As the Head of Creative Marketing, I get to work closely with a lot of different voices and I am energized by people’s unique point of views and helping the team grow and the work to push forward. 

I love working in-house and getting to actually craft and dream and think about how this brand shows up to the world. The reach of Old Navy is quite breathtaking - millions of people get an email from us everyday, millions hear and see and feel and touch the work that my team puts out there. I love getting to work for a brand that touches so many people. With that comes a big responsibility, and I take that very seriously. 

I honestly never would have thought when I started my career that I would get to the place that I am now. Of course, I had drive but where I am today truly came out of determination to always grow as a human. I wanted to do more, and I set my sights on the next and the next and the next. At the level I am at now, more of my responsibilities are in building talent, protecting the creative and pushing to the next. It’s a dream job honestly. Is it exactly what I would have expected in every moment? No -- it’s a hard job! But it is all worth it.

What can you tell us about the company culture? What has encouraged you to stay? 

I love working for an organization that champions inclusivity, diversity and fashion for everyone. This year we are pushing this even more. At the end of the summer, there is a big moment for the brand, and women in particular. It’s incredibly rewarding and impactful.

The people and the team at Old Navy is also what keeps me excited every day. I truly care for each of the individuals I work with and together we champion the work we do.

Talk us through your daily tasks and what a day in the office looks like for you. What’s the most rewarding part of your day?

Most of my day is spent discussing creative strategy, reviewing work and concepts and connecting with the creative team. The most rewarding part of the creative process is when the work is hard, when you’ve hit a wall over and over again, but you keep pushing – and then all of a sudden, the light goes on. That breakthrough moment is what it’s all about. It’s so rewarding to personally go through that process, but to also help a team through it – that’s what gets me.

What does your morning pre-work routine look like? What rituals set you up for success?

Well, each day is a bit different. Two days a week, I wake early and work out - this clears my head of stress. I find clarity and a good personal space is so necessary in this line of work. And the other three days, I focus on my other big role - I’m a mom of two small kids. And I love spending the mornings giving them my attention, sitting and having breakfast with them, talking Legos and unicorns, getting them ready and doing school drop off. It’s important for our connection that I show up at school, see and greet other parents and their teachers. It’s a balance and is so important. 

For work, I also like to take one morning a week for an hour and plan my priorities. This helps me keep on track and not get swept away with the work. 

Your role requires you to be across so many facets of the business—how do you manage your time effectively? What is your greatest productivity hack? How do you get it done?

I’ve recently read an article about the 12 Essential Rules to Live more like a Zen Monk, and found this very inspirational. A few of the rules are: Do one thing at a time. Put space between things. Develop Rituals. Think about what is necessary. 

These are things to remind myself, to practice and get better at. Again, I’m always learning and growing. I’m very thoughtful and deliberate in my approach to projects.

Do you ever reach inbox zero? Do you believe in that? What is your inbox philosophy?

I had a dream once I got my inbox to zero. I believe in the power of search.

What is one of the biggest misconceptions about your job?

Being a leader of a creative team is not actually being creative or creating all the time. Often I am researching, reading, reviewing, discussing; I’m thinking strategically, I’m analyzing, editing and then I’m creating.

If someone wanted your role specifically, what advice would you give them on how to land their dream job/your current job? 

Stay hungry. Love what you do. Be a team player. Understand you are only as good as the sum of your parts. Learn from your failures. 

“Stay hungry. Love what you do. Be a team player. Understand you are only as good as the sum of your parts. Learn from your failures. ”

Have you seen a consistent standout quality or personality trait of successful people in your industry?

Confidence, transparency, honesty, and straightforward in nature, and people who like to have fun.

What’s the best piece of advice you’ve been given? And what’s the worst piece of advice you’ve been given?

Best: “Believe in your talent.” 

Worst: “You need to diversify. So, let’s have you work on this pitch for a fast food account.” 

If there was one person you admire that you could power brunch with, who would it be?

Dolly Parton!

The Best Out-of-Office Emails to Use When You Finally Take That PTO

Photo: Kindel Media for Pexels

We all know the sigh of relief we let out once we set that OOO email, but did you really get the message right? Sometimes setting our automatic responses gets confusing and we're not sure what information to include and not to include. But because we want everyone to enjoy more of themselves on vacation and less of their inboxes, we've drafted some messages to use for your next round of PTO days. 

How do you set your vacation responders? Let us know in the comments section!

Option 1

Hi there,

I’m away on an island somewhere taking some much-needed me-time. Please contact [NAME] at [EMAIL] during my absence as my phone is on “do not disturb.” 

Sincerely,

[NAME]

Option 2

Hi there,

I am currently out of office and will be returning on [date]. In the meantime, don’t forget to subscribe to [COMPANY NEWSLETTER] and follow us on [FACEBOOK, TWITTER, INSTAGRAM LINKS] for all things [COMPANY NAME].

Best,

[NAME]

Option 3

Hello, 

I will be out of office from [date] to [DATE]. During this time I will have limited access to email, so please forgive my delay in response. 

Very Best,

[NAME]

Option 4

Hi there, 

I will be out of office from [DATE] to [DATE] and on vacation. If this matter is urgent, please contact [NAME] at [EMAIL]. Thank you!

Best,

[NAME]

Option 5

Hello, 

I am currently out of office with limited access to email and returning on [date]. 

For all [SUBJECT] inquiries please contact: [NAME] at [EMAIL]

For all [SUBJECT] inquiries please contact: [NAME] at [EMAIL]

Thank you!

Best,

[NAME]

Option 6

Hello!

I’m currently on island time and not checking my phone. Let’s catch up once I’m back on a 9-to-5 schedule on [DATE]. Thanks!

Best,

[NAME]

Option 7

Hi there, 

I am currently traveling and will have limited access to email. I will do my best to respond in a timely manner, but please excuse a delay in my response. If this matter is urgent, please contact [NAME] at [EMAIL]. 

Best,

[NAME]

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This story was originally published on July 13, 2018, and has since been updated.

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Eunice Byun Started Material as a Side Hustle While Working 9-to-5 at Revlon—Here’s How She Did It

You asked for more content around business finances, so we’re delivering. Welcome to Money Matters where we give you an inside look at the pocketbooks of CEOs and entrepreneurs. In this series, you’ll learn what successful women in business spend on office spaces and employee salaries, how they knew it was time to hire someone to manage their finances, and their best advice for talking about money.

Photo: Kirsten Francis

Eunice Byun launched her cookware company Material as a side hustle while she was working full-time as an exec at Revlon. But she knew she had to quit her day job when she kept waking up with new ideas for Material and couldn’t shake that feeling of “I’ll pinch myself later on if I don’t just do this now,” she tells Create & Cultivate. “It did help not having to worry about how I would financially make it by ironing out a lot of the vision for the business on nights and weekends, while still getting paid for my full-time job,” she adds about the decision of launching a business while working from 9-to-5.

Although the slow-and-steady approach was right for her, the entrepreneur admits it’s not for everyone. “If you’re the type of person who needs to jump in feet first and throw everything you’ve got at the business, then my approach might have been too cautious,” she says. “For me, I needed some assurance that what my co-founder and I were dreaming up was compelling enough that we could secure funding so that we could build the product and our brand right from the start.” And it’s safe to say that strategy has more than paid off. In fact, she had a number of investors who were interested in working with her before she even had a product (no big deal!).

Ahead, Byun explains what it took to launch a business while working full-time, how she secured funding before producing a single product, and why it’s important for founders to be compensated, regardless of the actual dollar amount printed on the paycheck. 

Your résumé is so impressive. You started your career in finance as an analyst at Goldman Sachs and later served as vice president of global digital marketing at Revlon. Can you tell us about your professional background and what you were doing professionally before launching Material? 

I’ve been fortunate enough to have had a pretty diverse career to date. After graduating from Northwestern University, I went into finance at Goldman Sachs. It’s a great place to start your career because you learn a lot of transferable skills—presenting information, time management, people management—at an early age. Ultimately, I knew that I couldn’t see myself in finance long-term and wanted to move into something more consumer-focused. 

From there, I spent the next chapter of my professional life in the consumer and start-up worlds, soaking up as much operational knowledge as possible. I learned about forecasting, merchandising, managing a P&L, operations, PR, and communications. Although I didn’t know it at the time, I was accumulating bits and pieces of know-how that would serve me well with my own company, Material.

Right before launching Material, I was in the beauty industry, deep in digital storytelling, community building, and influencer-focused marketing, much of which has informed our current marketing strategies. 

What was the “lightbulb moment” for Material? What inspired you to start your business and pursue this path? Did you always envision yourself becoming an entrepreneur?

I was that kid growing up who never knew how to answer the question, “What do you want to be when you grow up?” As I got older, I eventually realized it came down to surrounding myself with talented, driven people (who I could learn from), and building something that people cared about. That rubric served me pretty well as I navigated through a few different industries. 

But it wasn’t until I had my daughter that I realized there had to be something more. I wanted a place where I didn’t have to leave parts of myself at home, especially as a new mom. When my co-founder and I started piecing together the concept of Material, we envisioned the idea of our company but also the type of place and people we wanted to spend our time in and with. We felt there was a need for our company to exist (e.g. to bring more beautiful, high-performing designs to the home cook), but we also knew we wanted to build a company with values that matter and motivate us and our team. 

You had a number of investors that were interested in working with you before you even had a product. What were some of the challenges you faced in raising funding pre-product and what would you change? Would you recommend your route to other entrepreneurs? 

Product is central to our business, as we aren’t a one-product-shop where we focus solely on a singular item. In our case, we launched with a collection of seven items, so raising a pre-seed round was necessary in order to deliver the quality of products we envisioned. However, we made sure not to take too much money from the beginning as we didn’t want to automatically put us on the hamster wheel of raising more and more capital as quickly as possible. We also were specific on having a diverse set of initial investors, which proved to be one of our best decisions. With a mix of venture, angel investors, and houseware industry experts, we’ve received different opinions and guidance which has allowed us to chart a growth plan for Material that feels more dimensional and sustainable.

What was your first big expense as a business owner and how should small business owners prepare for that now?

Public relations and communications. We invested right from the start in a top-notch, start-up-focused PR partner. The way we saw it was we only had one company launch moment, where we could come out and tell the world who we were and what we are about, so we wanted to make that moment count. What we’ve found is that many of those press hits quickly got our name out and generated buzz, but longer-term populated our branded search results and filled the pages with articles. These still pay off for us years later. 

What are your top three largest expenses every month?

Payroll, fulfillment, and platform-related costs (e.g. processing fees and hosting). We used to spend a lot more on top-of-the-funnel marketing but have found that our lower-cost acquisition tactics are more effective and produce more loyal, long-term customers.

Do you pay yourself, and if so, how did you know what to pay yourself? 

Yes. One of our early investors advised us from the start to pay ourselves what we needed to focus on the company, and not how we’d make ends meet. That being said, my co-founder and I believe in hiring the best talent we can so we allocate our funds to the team (meaning we make less than other team members).

Would you recommend other small business owners pay themselves? 

Yes. It’s important to feel compensated for the work being put into the company, regardless of how much that dollar amount actually is. 

Photo: Kirsten Francis

How did you know you were ready to hire and what advice can you share on preparing for this stage of your business? 

An angel investor of ours broke this down for me once. He said there are two buckets of hires: superchargers and doers. You need both and you’ll eventually hire for both. 

Superchargers are those that you bring in slightly earlier than needed—and might overpay for at the time—but they are meant to exponentially grow your business. They might have done it before elsewhere or they have some experience that will immediately add value. 

Then there are the doers, where you hire them when you’re essentially past the breaking point. They help make processes move more efficiently or allow you to go faster, but you can afford to drop some balls here and there and not have it affect the business in a significant way. This ensures you aren’t building up a team too quickly and spending too much before it’s needed. 

What are some of the tools you use to stay on top of your business financials? What do you recommend for small business owners on a budget?

Excel. My co-founder and I look at spreadsheets daily as things are shifting quite regularly. We also have an outsourced CFO who we can tap into with more specific questions or analyses, as we’re not quite at the place where we need that skillset full-time.  

Do you have a financial mentor? Do you think all business owners need one?

I have different people whose opinions I seek out on various financial matters. I like speaking with other operators and founders about budgets because while investors may have a POV, I want people who are sitting with spreadsheets and making hard decisions on where you can spend your money and where you can’t. For fundraising matters, I like speaking to a number of people—not just one—because there’s more than just one path forward on how you finance your company. 

What money mistakes have you made and learned from along the way?

Inventory can help and hurt you. Too much, and you’re stuck. Too little, and you can’t grow fast enough. We recently invested in an inventory management system to help us work through these growing pains, as we try to be as capital efficient as possible and not have too much tied up and sitting in a warehouse.

Where do you think is the most important area for a business owner to focus their financial energy and why?

Know your pathway to profitability. There used to be an overabundance of focus on top-line growth, no matter the costs. Nowadays, the focus has shifted towards profitability which is important because it means you have greater control over your financial future if you don’t always have to rely on bringing in funding. 

Do you think women should talk about money and business more?

Yes! The number of times I’ve walked into a meeting where a potential investor focuses marketing questions to me and financial questions to my male co-founder have been absurd. The fact that my gender leads one to believe that I may not know much about my company’s financials is an antiquated perspective. ANY business owner should be well-versed in how their company will grow and what it’ll take to do so.

You’re a mom and a co-founder/CEO! How has being a mother changed your priorities and your focus in terms of your career? Do you think motherhood has made you a better business person? 

It deepens my reasons for why I do what I do. Having my daughters see that they too can write their own narrative and build something of substantial value is important to me. 

What is your best piece of financial advice for new entrepreneurs?

Get comfortable with it and don’t let someone else take the reins because they “know more about finances than you.” Your financial statements are simply a different way of telling your company’s growth story.

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5 Marketing Mistakes Too Many Small Businesses Make (and How to Avoid Them)

Photo: ColorJoy Stock

If you are a small business owner, you are likely juggling numerous tasks to keep the business afloat. Although the goal of many owners is to sell more products or services, very few know how to effectively do so through marketing (on top of everything else).

According to Investopedia, one of the most common reasons businesses fail can be attributed to poor marketing and internet presence. It is no longer enough to have a website or social media page. You must ensure your marketing reaches the right people at the right time with the right message.

While there is no marketing rule book that will guarantee virality or increase customer retention, there are, however, many marketing mistakes that can hinder your chances of growth. Here are the five common mistakes I have seen during my 10 years working as a marketing strategist, and how to avoid them.

Mistake #1: You don’t know your ideal customer.

The first step in any effective marketing campaign is knowing your ideal customer. While many new business owners think of their ideal customer demographically (i.e., age and gender), many do not have a deep understanding of who their customer is psychologically (i.e., interests and desires). Thus, making it challenging to find and target them through marketing.

How to Fix It

Form a detailed description of your target customer; this is also known as a buyer persona. A buyer persona is a fictional person who embodies the characteristics of your ideal customer. To help build a strong buyer person, conduct market research from your customer base through surveys and interviews. 

The goal of this market research is to deeply understand how and why your customers make certain buying decisions. These findings will help you create detailed content and messaging that appeals to your target audience.

Mistake #2: You ignore your competitors.

No business can operate in a complete bubble. However, many business owners prefer not to look at their competitors in fear of losing focus or becoming a copycat.

How to Fix It

Running a competitor analysis can help you understand your competition’s strengths and weaknesses in relation to your own. Tools such as Facebook Ad Library and SpyFu allow you to view your competitors' marketing campaigns. 

Analyzing your competition will help you better understand your market and how your customers are responding to it. You can use these findings to run more effective marketing campaigns online.

Mistake #3: You focus too little on brand awareness.

According to Small Business Trends, making money is listed as the top concern for many business owners. However, if your ideal customer does not know who you are, how can you make more sales? Many business owners spend too much time focusing on bottom-funnel marketing activities (i.e., purchases), that they forget to establish trust and credibility through brand awareness.

How to Fix It

Focus on building brand awareness through public relations, influencer partnerships, and social media advertisements. Use this opportunity to establish your brand voice, build relationships, and inform your target customer that you are a credible solution to their needs.

Mistake #4: You are not focused on retaining customers.

On average, it costs six times more to acquire a new customer than to retain an existing one. According to a McKinsey study, repeat e-commerce customers spend more than double what new customers spend. So, why are business owners unable to focus on customer satisfaction and retention?

How to Fix It

Ensuring customers stick with you throughout your business life cycle will not only increase profits but yield higher positive word-of-mouth referrals (hello, free marketing!). 

To achieve customer loyalty, prove your customers are important to you through rewards, social media shoutouts, and personalized communication. Customers that trust companies they do business with are more likely to purchase again in the future and recommend to others.

Mistake #5: You don’t look at your analytics.

Marketing analytics helps you understand how well your marketing campaigns are working and assists you in recognizing what adjustments need to be made in order to achieve success. However, many business owners complete their marketing campaigns without ever analyzing the data.  

How to Fix It

Develop key performance indicators (KPIs) before running any marketing campaign. KPIs are specific, numerical marketing metrics that businesses track to measure progress toward a defined goal. Example KPIs can be digital marketing ROI, conversion rates, and traffic. Set aside time every week to track the results of your marketing. Take note of what is working versus what is not, and use that information to inform your next marketing initiative.

“Many business owners spend too much time focusing on bottom-funnel marketing activities (i.e., purchases), that they forget to establish trust and credibility through brand awareness.”

—Allyssa Munro, Founder of Meg & Munro

About the author: Allyssa Munro is a marketer and published writer with a decade of experience building strong brands for top retailers, organizations, and business leaders, including Lord & Taylor, Dolce & Gabbana, Buxom Cosmetics, and Bare Minerals. Allyssa holds an MBA from Baruch College, Zicklin School of Business, and is certified in marketing research by The Wharton School, University of Pennsylvania. Allyssa founded Meg & Munro, a digital-first marketing and communications agency for beauty and lifestyle brands and the creators who lead them. The agency specializes in public relations, social media, and content creation. Learn more at www.megandmunro.com or follow @megandmunro.

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How My Experience as an Investor Prepared Me to Be a Founder

Photo: Courtesy of Naomi Shah

It’s difficult to think of anything in my life that has required a wider or more dynamic skill set than founding and running a company. Unlike the way founding is sometimes described in pop culture and media, you can’t just have great ideas for products and services. You have to be capable of building a healthy company culture, understand how markets evolve, and anticipate what consumers will want in the future. Personally, the last year and a half have honed a higher tolerance for uncertainty, an irrepressible curiosity about our market and users, and the ability to communicate exactly what the company is trying to achieve to inspire all of our people. 

While there’s nothing quite like running a start-up, I’m grateful that I had an opportunity to work at a venture capital firm before taking the helm of my company Meet Cute. Because VCs work directly with founders every day, they need to be capable of seeing the world from a founder’s perspective, which means identifying gaps in the market, crafting the right narratives about promising companies and ideas, gathering a lot of information from disparate sources, and making informed decisions in the face of incredible uncertainty. Due diligence is the central task for VCs, but they also have to be willing to take risks on the companies they believe in. 

Investors and founders are on the same team. The best partnerships are often described as a marriage. That analogy rings true especially because of the ups and downs of founding over the years, which requires an intense trust in the people you work with that they will be there when you need it. Aligning on the direction of the company, personnel, and emerging market opportunities is critical. Ahead, I’m sharing some of the many lessons I learned as an investor that have also served me well as a founder.

Lesson #1: It all starts with curiosity.

Successful VCs are always on the lookout for companies that capture and hold their interest and users’ trust. Founders should want to work with investors who have thoughtful questions about their products and services, understand their industry, think differently, and believe in the founding team. It isn’t just a matter of cutting a check and hoping for a quick return. In turn, VCs should add value by thinking creatively about what the market will look like in the future and advising the company. I learned from shadowing partners at USV that the best VCs were also the best listeners, and think of VC as a service industry. 

This starts with genuine curiosity about what a company does and what impact it could have on the world with the right guidance and resources. The average holding period for VC investors is eight years. This is a reminder that investors need to be mission-aligned as they will work with companies over the long term and are investing in the sustainable success of their portfolio companies. 

VCs and founders should establish open lines of communication right at the outset. I’ve never been afraid to ask questions or contact experts who know more than I do about a subject, and these skills served me well as an investor and a CEO. 

When I was at the VC firm, the best way to learn about early-stage companies was to work directly with them on forecasting, marketing strategy, fundraising, and other issues and consult with experts outside of the company to bring new perspectives to the table. The same collaborative mentality is an essential part of the culture at Meet Cute today. If we need to talk to an expert about something specific, we are not shy about asking and learning. Time and time again, smart people in the industry who we look up to make time for those who are genuinely curious. 

Lesson #2: Make the best decision possible with incomplete information.

Early-stage investing offers unique benefits, such as the ability to identify innovative companies before other investors, help steer those companies in a positive direction, and ultimately secure more growth over time for taking on a much larger risk. These are all reasons why it’s no surprise that early-stage VC investments have surged over the past decade from $14 billion in 2011 to just over $47 billion in 2019. Early-stage investing is on pace to set a record this year. The first quarter alone saw greater deal value than the entire year in 2011.  

Early-stage investing also comes with quite a few obstacles, and a lack of information is one of the biggest. Early-stage investors don’t have as much data about a company’s growth, operational efficiency, etc., so many of their decisions are based on pattern recognition and intuition. The founders of early-stage companies face similar constraints. There’s no playbook for what many of these companies are doing, so we have to be comfortable making decisions with limited information. Just as investors need to accept the fact that they will sometimes make the wrong call, founders should be willing to fail. If everything is going too smoothly, you should ask yourself if you’re scaling ambitiously enough. 

All of that said, founders and VCs should be as fastidious as possible in their research. Due diligence as a core focus means putting in the time to learn and develop opinions and perspectives. But due diligence always has to be placed in the context of the realistic constraints you face, especially in building something completely new, and knowing what level of risk you’re willing to tolerate. 

Lesson #3: Always tell your story

A company’s story is integral to its identity, and it serves as one of the most effective ways to reach your audience and let them trust our brand, galvanize employees around a common message, and attract the best investors. As an investor, I frequently told stories about innovative companies to convince my colleagues that we should back them, often in the form of an investment memo or a short and sweet presentation in a team meeting. I also helped start-ups craft their stories when they launched fundraising rounds or needed to prepare for board updates. Storytelling is the most powerful tool we have as humans and we know that the emotions of a story are remembered far better than facts.  

Moreover, I’ve realized how sharing your story internally is vital to improving morale and helping employees rally around a consistent set of values and objectives. Gallup reports that only 27 percent of employees strongly believe in their company’s values, while less than half say they strongly agree that they understand what the company stands for or what sets it apart. By telling the company story and vision often and consistently, the team can rally around what they’re working toward and why it matters. 

Reflecting on the last year, there is a significant overlap between my experiences as an investor and a founder. By making a conscious effort to understand how my experiences tie into and bolster one another, I hope that I can show where founders and the VC firms that support them can build stronger relationships and thereby more unique and impactful products in the world. 

Photo: Courtesy of Naomi Shah

About the author: Naomi Shah is the founder and CEO of Meet Cute, a venture-backed media company that has produced over 300 original light-hearted romantic comedies in podcast form. The company celebrates human connection and the full spectrum of love with the core mission of having every person feel like they are reflected in Meet Cute stories. Since its inception in February 2020, the podcast has had over two million listens across over 150 countries and has been featured in the top 10 of Fiction on Apple Podcasts and Spotify. 

Before starting Meet Cute, she was a member of the investment team at Union Square Ventures, a technology venture capital firm in New York, where she spent most of her time talking to companies in the consumer and well-being space. Prior to that, she was a macro equities trader at Goldman Sachs and studied mechanical engineering and human biology at Stanford University.

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Psst... This Could Be Why You Didn’t Get the Job

Photo: Create & Cultivate

Behold, the dreaded email that just rudely cannonballed into your inbox:

“We’ve reviewed your background and experience and have decided to proceed with another candidate who meets our needs more closely at this time.” 

The disappointment can crash over you like a wave upon reading these words. Professional rejection is one of the worst feelings a person can experience while job hunting, and yet we have all been there at one point or another. And likely, the first rejection won’t be the last.

Once the initial blow has settled, you will probably start to wonder what it is that these “other candidates” have that you don’t. At the risk of sounding annoyingly optimistic in this unfortunate, but unavoidable, situation, taking time to consider the reasons behind your rejection offers an opportunity to better prepare yourself for the next position you apply for. It is also entirely possible that this is an “it’s not you, it’s me” situation, and you really did nail the job interview, but outside factors got in the way of sealing the deal.

Let’s explore some of the reasons why a company might decide not to move forward with you.  

Reason #1: You didn’t sell yourself.

In professional situations, being confident is the key to success. Nerves are to be expected when interviewing for a job, but if you allow them to take over and mask the great experience and professional accomplishments you’ve made, your potential employer will take note.

If things didn’t go as well as you’d hoped during your interview, remember that even the most seasoned professionals can get flustered in these situations. You may have made a common error that made the difference between the hiring manager moving forward with you. Did you dress appropriately? Were you on time and polite to everyone you met? Did you do your research on the company beforehand? Proper preparation, body language, and confidence are key to nailing the interview. And above all, don’t forget to send a follow-up email or letter shortly after the interview.

The art of talking yourself up without coming off as cocky or above-it-all is one worth working on for future interviews—if there was ever a time to show off your skills and accomplishments, this is it! You can bet that the candidate who does end up landing the position will present themselves confidently and graciously.

Reason #2: You’re not qualified. 

You could be an excellent culture fit with a positive attitude and a dynamite work ethic, but at the end of the day, if you do not meet the job’s qualifications, you are probably not going to be hired for the position. If this is the case, there’s no need to beat yourself up—it’s nothing personal, there are simply other candidates that could better perform the job. If you’ve lost out on your dream job, take this as an opportunity to work on building up your skills and experience so that next time there is an opening, you meet the qualifications. 

Reason #3: You didn’t tailor your résumé and cover letter to the specific role.

You don’t have to redo your entire résumé and cover letter every time you apply for a job, but it is vital to make sure you are targeting your application materials to the specific skills and job description provided for the position you’re applying for. To be seriously considered or (hopefully) hired in a new position, you need to showcase all of the concrete reasons you would be the right fit for the role.

Keeping your skills and experience too general, won’t be enough to “wow” a hiring manager, so it’s well worth it to take some time to adjust your language and ensure you are highlighting your most relevant skills and experience. For more advice on this, check out our useful guide on resume dos and don’ts.

Reason #4: Your salary requirements are too high.

It can be tricky to navigate how to answer when a job application or hiring manager asks what your salary requirements are for a role. List a number too low, and you may undersell yourself and set yourself up for compensation frustration. Go too high, and your application may be quickly tossed into the “no” pile—listing a salary outside the range of what the company is hoping to provide may have been the factor that took you out of the running. 

The best way to approach a salary requirement question is to make sure you have done your research on your market value and the salaries of similar roles ahead of time. This way, you can go in with a justifiable number or range already in mind. Don’t let fear convince you to put a number lower than what you feel you are worth. It’s a good idea to write something like “flexible” next to the number so that even if it is higher than what the company is willing to spend, they know there is room for negotiation.

Reason #5: The company decided to hold off on hiring.

This one really takes you off the hook, because there’s probably nothing you could have done to avoid it. Sometimes, due to budget or internal organizational shifts, companies will decide not to move forward with hiring for a role. While unfortunate, it happens. Try not to get discouraged.

It’s important to give yourself some time to feel the disappointment of not getting a job you wanted—after all, this is a difficult experience that can be a blow to your self-esteem, but, don’t let this situation be for nothing. Consider all aspects of the job application process to figure out where you could improve for next time, from pressing send on your initial application to nailing your interview and post-interview follow-up.

This story was submitted by Career Group Companies. 

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This story was originally published on December 14, 2019, and has since been updated.

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How to Gracefully Exit Your Current Job

Photo: ColorJoy Stock

Leaving a job is never simple, especially when you want to stay on good terms with your boss, which is always a good idea. Burning bridges over the course of your career will only burn you. And chances are, you will quit a job at some point in your career.

In fact, people are quitting their jobs at record rates right now. Nearly 4 million Americans left their jobs this April, according to data from the Bureau of Labor Statistics, pushing the quitting rate to 24% higher than it was before the pandemic. 

So we’re answering your big questions about how to gracefully exit, prima ballerina style. 

Give Plenty of Notice

The hiring process is long, arduous, and complicated. Finding the right person to fit into a well-oiled machine is notably one of the hardest parts of running a company. And when a team member leaves, a major wrench is thrown into that machine, no matter how well executed it is. 

If you work at a corporate job, two weeks is a standard amount of time to give. However, if you work at a small startup, where your team members will be scrambling to cover your work and tasks, you should plan to give a month. That way, no one on the team is forced to work even longer hours than they already do.

Most employers admit that hiring into a small team takes a finer-toothed comb. And at startups, there aren’t temp employees or people working beneath you who already know your job. 30 days may seem like a lot, but it shows your soon-to-be former boss and colleagues that you respect them. It also gives you enough time to potentially train your replacement. 

You don't want to simply leave on good terms, you want to leave a good memory in the minds of your work peers. And what they are required to do post-exit, will color that memory for better or worse. 

Let Clients Know You’re Leaving (the Right Way)

Often, especially at larger companies, it is upper management’s responsibility to notify clients of your exit, as they are considered company property. No matter what, you should ask before making contact of any kind. 

That said, everything should be brief but positive. If you are resigning and already know your replacement, it is a good idea to introduce clients to the new team member. That way they know the transition is smooth, not messy, and they are still in good hands. The reality is: a client or work colleague’s number one concern isn’t where you’re heading next, but how their account will be handled. 

If however, you resign without a replacement, sending a mass email to your client list looks bad and it makes the company look bad. It looks like balls are getting dropped. Even if you’re leaving on good terms, it’s a surefire way to make your boss question your motives.

So, how do you handle leaving if you don’t have someone primed and ready to take over? 

1. Make sure you have a conversation first. Every boss is different, but taking the time to ask them how they would like you to handle, is a professional courtesy that will be appreciated.

2. If you are unwilling to ask, you should wait two weeks to announce your departure. Hopefully, in that time, the company has found your replacement and assured a smooth transition.

3. Send the email from your personal, not work email.

4. Do not discuss the “why” of your exit in depth. Bringing any kind of drama into a mass email is unprofessional, and it doesn't make the company look bad, it makes you look bad.

Define Your Duties Thoroughly 

Beyond creating a document that outlines all of your duties, you should also create a document of what you’re currently working on and where those things stand. Your boss will thank you (because you’re saving them the massive headache of sorting through what’s falling through the cracks), but so will the person who follows you. And you never know where that person might end up.  

People tend to think of exiting as it applies to the team they already know. But the truth is, the person who fills your job knows EXACTLY what kind of worker you are/were. Use that to your benefit. They see previous correspondence, how you interface with clients, and what you left hanging. If you want to make a good impression, make their transition smooth. You never know where they will end up either.

This story was originally published on January 4, 2019, and has since been updated.

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Rebecca Minkoff Doesn’t Believe in Asking for Permission—and Neither Should You

“Really, the only person you need permission from is yourself. Not your parents. Not your friends. Not society.”

—Rebeca Minkoff, Co-Founder and Creative Director of Rebecca Minkoff

At Create & Cultivate’s Money Moves Summit, Rebecca Minkoff opened up about her slow-burn success, working hard and never giving up, and leading a company through tough times. In her new book, “Fearless: The New Rules for Unlocking Creativity, Courage, and Success,” she shares even more learnings from her decades-long career. Below is an excerpt from her new book in which she shares one of the most valuable career (and life) lessons she’s learned so far:

The first dress I ever designed for myself was for my bat mitzvah. A few years before, I had seen a polka-dot dress in a store window and became obsessed. It was just a simple A-line shift dress, but to me it was the coolest dress I had ever seen in my life. Even though I couldn’t touch it, in my mind, I knew it was made with the softest cotton I’d ever felt. The sleeves had just enough pouf to be stylish without feeling kooky or too kiddie. I knew it would land right above my knee if I ever had a chance to try it on. Like most kids, I begged my mom to buy it for me. And, unlike most moms, my mother said, “I’m not going to buy this for you, but I’ll buy you fabric and you can make it.” That was a real light bulb moment for me. I had been crafting and making cutesy, fun things like aprons and pot holders, and I’d been using puffy paint and sewing patches on my jean jackets, but this felt like a revelation. If I designed something fashionable, did that make me a fashion designer? That sounded really cool.

Asking my mom for things and having her turn me down was pretty much par for the course. But the truth is, she just wanted to teach me how to figure things out for myself. She didn’t buy me that dress, but she guided me as we made one—and I thought it was even cooler than the one I had seen. Now, I was twelve, and between the idea of becoming a “woman” for my bat mitzvah and having a size AA training “bra” (think: stretchy cropped undershirt), I very much felt like I needed a dress that would highlight and showcase my chest. (Why, you ask, was my focus on my chest instead of on my Torah portion? Tweens aren’t exactly known for their impeccable priorities.) This became my first design challenge. I decided on an empire waist with a square neck and a little princess puff sleeve, and I made it out of white matte silk. I made it just above my knees so that you could see my gams when I sat on the bima (that’s Hebrew for the stage). My mom wouldn’t buy me new shoes for just one night, so a family friend lent me her cream-colored pumps that matched the color of my dress exactly. I wore them with pride even though they were a half size too small. (But I did spend most of the time up on the bima worried that I was losing circulation in my feet.)

Thanks to my mom shutting me down, I got way more out of the experience than just an amazing (go with me here) dress. Sewing something that I could wear gave me confidence. The idea of turning nothing but a piece of fabric and some thread into something I would actually wear out in the world seemed like magic to me. I would do as many chores around the house as I possibly could in order to earn money and then spend it all on fabric. When I was out of fabric and out of cash, I would go through my closet and find pieces that I was tired of, take them apart, and make something new to wear. Taking the clothes apart allowed me to see how the clothes were made, and then I could replicate the look if I wanted to.

When Life Throws You Lemons—or Florida Oranges

I was born in San Diego in the eighties. It was absolutely as fun as it sounds. My early life in California was a truly idyllic time period. The weather was always perfect, my two older brothers and I could go outside and play at night unsupervised, and I spent weekends boogie-boarding or selling jewelry at the flea market while my mom sold her Amway products. My dad had just finished his residency in pediatric medicine and had opened his own practice. He worked a lot, but when he was home, he was all ours. We were not wealthy by any means, but my life felt rich. My elementary school self already knew that I was going to marry Steve and that Sarah, Caren, Rachel, and Tami would be my bridesmaids. I was going to wear a ruffled one-shouldered white organza minidress, and my bridesmaids would each wear their own unique look that reflected their personality, but it had to be coral pink, obviously, because the wedding would be on the beach. Cue the mic drop.

Shortly after I turned eight, my parents told us we would be moving to Florida, where my dad would be taking a short sabbatical. All I knew about Florida was that there were alligators in the swimming pools. I remember coming home and my parents breaking the news to my two older brothers, Uri and Max, and me. They presented it like it was an adventure, and I was completely not on board. As I sat there panicking about losing my friends, my dad sold us on the move with big talk of a house on the ocean, building sandcastles in the front yard, and promises that he would have tons of time off to play with us. So we packed up. Everything I owned, which primarily consisted of Barbies, Barbie clothes, Barbie gear, and a Barbie Dream House, was in boxes and ready to be loaded onto the moving truck. On my last day of third grade, my classmates gave me a memory book full of photos and drawings from my elementary school friends. I’d never held anything as tightly or cried as hard as I did that day.

The Big Adventure

We piled into our sedan, hitched up the U-Haul, and drove across the country in true Griswold-family fashion. It was the absolute worst. The whole time, I had to sit in the middle seat, squished between Uri and Max, because I could never yell out “Not it!” fast enough. At any given point during our drive, I was either being used as a pillow or an armrest. There were a lot of tears: like when my personal stash of mini candies fell out of the trunk into the muddy parking lot, or when we pulled into New Orleans and I felt completely haunted while semi-lost from my family, or when my dad fell asleep at the wheel in the middle of the night and we did not one but two 360s across the freeway. It was the longest, crummiest week of my eight-year-old life. But at least we were moving somewhere awesome, right? Wrong.

The night that we arrived in Florida, we were tired, it was hot, and I was sure that when my dad pulled into the dilapidated, half-rotted apartment complex, he had made a wrong turn. It was just like The Karate Kid, but I wasn’t Danny LaRusso and there was no Mr. Miyagi waiting to give me a shiny yellow convertible. I remember piping up to say, “Dad, you made a wrong turn. We are not at the beach.” He replied, “Oh no, honey. This is correct. We decided this would be much better.” We went upstairs to a two-bedroom, one-bathroom apartment that was roughly the size of our living room back in San Diego. The place smelled. Mold was everywhere. My heart sank. Even our two dogs seemed grossed out. This was not part of my plan. I woke up the next morning before everyone else. I threw on my Chucks and ran out the door, determined to find the mythical sand and magical beach that Dad had promised. I knew it was all wrong the moment I stepped outside and didn’t feel the tangy taste of saltwater surrounding me. Lo and behold, all I saw was dirt. It could have passed as sand-colored dirt, but it was definitely dirt. That’s what was at the bottom of the stairs. That’s what I was supposed to turn into castles? And where was the water? How was I going to fill the moats of my princess castle without the ocean nearby? I had promised Barbie a beach day, and she was going to be pissed. Even more than me.

I quickly ran back up the steps, found my father, and demanded, “Dad! Where is the beach? And the sand?” His reply: “That’s sand! Right at the bottom of the stairs!” The first few months went like this for everything we did. When I looked for the Floridian version of the fun downtown we had grown up with back in San Diego, where kids could innocently loiter, he told me it was out there somewhere and we would find it. When I looked for the group of really nice, super-friendly girls my age who were destined to be my new best friends, he told me I was sure to meet them soon. When I wanted to boogie-board, there wasn’t even a wave. And what I did find wasn’t helping the situation: I missed the soft green grass of California, but all I had to look at was dry, hard, spiky patches of Florida turf. I had always liked being connected to our Jewish community back home, but the jerky tweens at the temple in our new town made fun of me for my buck teeth and frizzy hair. I was constantly disappointed, and I missed my old life deeply.

The only saving grace was that it was temporary. At least that’s what I thought. Since the plans were up in the air, my parents rented furniture instead of buying it or moving our old stuff out from California. I marked the day our first furniture rental contract was up on the family calendar. When the big day finally arrived, I ran to tell my dad: “Hey, Dad! We have to return the furniture! Does that mean we can go home now?” He turned to me and very casually said, “We’re not going home. We’re going to stay.” My parents had found a small piece of land that was going for a good price and had decided to save up to build a house of our own. I knew at that moment that my fate was sealed. I was stuck there for good. (And, Florida, if you’re reading this, please don’t take offense. I’ve grown to love you, and you know it.)

Even now it stings. I say this fully aware, as an adult human, that I was very lucky to have a roof over my head, to have a loving family, and to always have food to eat, but San Diego was all I knew. When everything you have ever known as a child is ripped from your life, it has a huge impact, whatever your circumstances may be. This was like a bad after-school special, but it was my real life—though it wasn’t the last disappointment I would face, so technically it was training.

So why was Florida so bad? Let’s unpack this:

• It was hot—the kind of hot where you just are never not sweating. All the time. I couldn’t even walk from my mother’s car to the front of the school without my sweat staining my shirt.

• I had very few friends. I thought I had made some, but Chrissy turned out to be a traitor in junior high when she up and decided I was too nerdy and awkward to be seen with in public. I wound up getting bullied left and right and dreaded every morning that I had to get up and go to school.

• My older brothers turned into teenagers and left me behind. While they were suddenly doing all the normal, eighties-movie high school stuff, I was stuck at home, playing with my dolls, and waiting for my hot-glue gun to warm up.

• On top of everything, we were the only Jewish people for miles and miles, which made us the talk of the town.

All of this is to say that I found myself flying solo. A lot. Depending on my mood, it either felt as if I had all the me-time in the world or as if I had been forced into isolation. The upside of it all is that it gave me the space to discover creativity. Crafting saved my life. (Does that sound dramatic? I hope so. I really want it to.) I was a mini Martha Stewart always ready with my Mod Podge and handful of puffy pom-poms. My mom had given me an old sewing kit and showed me the basics. It wasn’t long before I was making scrunchies for myself and avant-garde outfits for my dolls.

Out of everyone at school, my favorite person was Miss Laurie, the art teacher. She had moved to Florida from New York City, where she had been a print designer. Now she handed out construction paper and was on scissor patrol for a bunch of kids. Miss Laurie was kind and soft-spoken, and she used validation and encouragement to keep you going. She could always find something in whatever mess we kids were working on to compliment. After school, she taught art classes out of her home. For twenty dollars an hour (her rate was actually thirty dollars an hour, but my mom insisted that I negotiate her price down), she would teach me whatever I wanted to learn. Over five years, we drew, painted, illustrated, sketched, knit, and crocheted, and, most importantly, she taught me to follow a pattern and use a sewing machine. Thanks to her (and the extreme nothingness of Florida at the time), I found my love of fashion, art, and design.

Don’t Ask; Do

From then on, I was hooked on doing things for myself. When I decided I wanted to go to the performing arts high school that was forty minutes away, I mapped out the bus route and got myself there and back. How much I earned doing chores around the house or scooping ice cream at the local ice cream shop, where I worked after school and on weekends, was how much I could spend. The responsibility was on me. At a certain point, making things, doing things, and figuring things out on my own became second nature to me.

With my love for all things fashion, it wasn’t a surprise that, when I was eighteen, I decided I wanted to move to New York to work in fashion. My mom said, “If you want to go, go.” That was all I needed. She wasn’t giving me permission. She wasn’t saying yes or no. She was putting the responsibility exactly where it belonged: on me. A few years ago, I finally asked my mom why she didn’t help us kids out more. She explained that when she turned eighteen and moved out of her parents’ house, she didn’t know how to do anything. She felt like too much had been done for her, so she had trouble knowing how to live on her own. As a parent, I’ve learned that is the greatest gift we can give our kids—just a push in the right direction. (Thanks, Mom. Love ya.)

I didn’t have a plan. I wasn’t sure how I was going to make it happen. But I knew I was going to figure it out.

Sign Your Own Permission Slip

We spend so much of our lives waiting for permission. As little kids, we ask our parents if we can do just about everything. We ask for snacks, for toys, or if it’s okay to go out and play. We even ask our teachers if it’s okay to go to the bathroom. By the time we’re adults, we’ve been conditioned to look outside ourselves for someone to give us permission to do even the little things.

But do we really have to? No.

Really, the only person you need permission from is yourself. Not your parents. Not your friends. Not society. When we ask someone else to validate our choice before we make it, it puts the responsibility on that person. Suddenly, it’s their problem if something goes wrong. Getting outside validation protects us from feeling like it’s all on us if we screw up. And on some level, we’re all afraid of screwing up.

But here’s the thing: if we get permission to do something, or validation before we do something, we aren’t off the hook. We still have to deal with the fallout. We’re still the face of the mistake. Often, the only person who actually cares, or even knows, that someone gave you permission is yourself, so if you want to do something, do it. If you want to wear something, wear it. If you want to try something new, by all means, go for it. Whatever happens next is yours to own. It’s all you.

“Fearless: The New Rules for Unlocking Creativity, Courage, and Success” by Rebecca Minkoff

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Taken from Fearless by Rebecca Minkoff. Copyright © 2021 by Rebecca Minkoff. Used by permission of HarperCollins Leadership. www.harpercollinsleadership.com.

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Monique Rodriguez on Building a Multi-Million Dollar Business (and Having Megan Thee Stallion on Speed Dial, NBD)

Photo: Courtesy of Monique Rodriguez

Monique Rodriguez knows a thing or two about scaling a business.

In 2014, she started mixing up homemade haircare solutions in her kitchen. Now—cut to 2021—and her brand, Mielle Organics, has grown into a multi-million-dollar company with products sold in over 100,000 major retailers, including Target, Walgreens, and CVS.

And, earlier this year, Monique secured a “significant investment” for Mielle Organics from Berkshire, which typically makes equity investments of $100 million to $1 billion in size. Needless to say, it’s a huge deal. But it’s not just about turning a profit for Monique. 

She’s paying it forward with her More Than a Strand philanthropic initiative, which includes $200,000 in scholarships for HBCU students and $1 million for the brand’s Global Education and Entrepreneurship Program in partnership with Rutgers University and the Newark Business Hub.

This week on WorkParty, host Jaclyn Johnson chats with Monique about how she scaled her business from self-made to shelf space and how she’s paying it forward to fellow entrepreneurs along the way. 

Subscribe to WorkParty and never miss an episode.

On growing with the business…

“We grew with the company and we had to pay a lot of money and make a lot of mistakes in order for us to learn from those mistakes.”

On securing funding…

“Funding is a huge challenge, especially for a Black-owned business going into the retail space. You're competing with conglomerate brands that have way more marketing dollars than you have as a small Black-owned business.”

“We had to really fight for our shelf space, and we really had to prove that we deserve to be there.”

On landing an investment from Berkshire Partners…

“It truly defined how we are changing the narrative for Black women. This deal means so much more than just the figure behind it, it paves the way and it shows the value that we as Black women bring to the table.”

“[Black women] build great businesses, but sometimes we're not afforded the same opportunity as our counterparts to scale our businesses.“

“[Black women] don't have to give away our majority stake and we don't have to have our company acquired, we can still maintain that destiny and have majority ownership and still make the decisions we need to make in order to scale.”

On enlisting A-list brand ambassadors like Saweetie and Megan Thee Stallion to reach new consumers…

“Working with big names is great, but if you don't have a relationship or a connection with them, they'll get paid and they'll treat your brand like it's nothing.”

“I have most of my celeb ambassadors on speed dial.”

On paying it forward to the next generation of entrepreneurs…

“The seeds that we plant today are for the next generation to blossom.”

On building a profitable business…

“In order to build a profitable company, you have to know everything there is to know about your business and your spend, your cost of goods. You need to be looking at your P&L sheet, your financials.”

On building generational wealth…

“When you build something great that's profitable, you have leverage and you have the ability to pretty much dictate what you require in order for somebody to acquire your business or for somebody to buy a portion of your company and that can set you up for many generations to come.”

On uplifting her community…

“Continuing to uplift and raise our community as we continue to climb this ladder of success is ultimately you know what truly drives me.”

On her definition of success…

“Success is not owned, it’s rented—and rent is due every day.”

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

Photo: ColorJoy Stock

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

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

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

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

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

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

2. Leave early. 

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

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

3. Don’t forget headphones. 

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

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

4. Explore flexible options. 

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

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

5. Take your lunch break. 

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

6. Practice gratitude. 

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

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

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

—Abby Zufelt, Founder and Host of Working Girl Talk

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

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5 Clean Beauty Founders on Instagram Who Will Inspire You to Level Up Your Beauty Routine

Welcome to 5 for 5, where we spotlight 5 women in 5 minutes or less.

From an innovative founder who’s gained the attention of Vogue, Into the Gloss, and Beyoncé by redefining what it means to be a sustainable skincare brand to an Estée Lauder and Ipsy alum who’s centering South Asian beauty, these must-follow founders are transforming the clean beauty industry.

1. Gloria Noto

Former makeup artist and founder of Noto Botanics, a sustainable and ethical skincare and beauty brand, Gloria Noto is a must-follow for anyone who believes that self-care is a radical tool for resilience.

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2. Priscilla Tsai

Priscilla Tsai is on a mission to bring more transparency to the beauty industry through her clean skincare brand, Cocokind. Follow her on Instagram for brand updates and launches (and very relatable baby content).

3. Abena Boamah-Acheampong

With recognition from Vogue, Into the Gloss, The Cut, Essence, and Beyoncé (NBD), Abena Boamah-Acheampong has solidified her space in the beauty industry with her sustainable skincare brand Hanahana Beauty. Stay ahead of the curve by following the industry leader on IG.

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4. Priyanka Ganjoo

After working at Estée Lauder and Ipsy, Priyanka Ganjoo stepped out on her own to launch a clean makeup brand, Kulfi Beauty, that centers and celebrates South Asian beauty. Tap “follow” to keep up with the up-and-coming clean beauty founder.

5. Giovanna Campagna

As the founder of the buzzy skincare brand Joaquina Botánica, Giovanna Campagna is bringing Latin America’s best-kept skincare secrets to the masses. Hit “follow” on her IG feed for skincare tips and tricks (not to mention adorable pics of her baby).

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This Former Scuba Diving Instructor Is Reducing Single-Use Plastic Waste, One Beeswax Wrap at a Time

You asked for more content around business finances, so we’re delivering. Welcome to Money Matters where we give you an inside look at the pocketbooks of CEOs and entrepreneurs. In this series, you’ll learn what successful women in business spend on office spaces and employee salaries, how they knew it was time to hire someone to manage their finances, and their best advice for talking about money.

Photo: Pink Palm Media; Courtesy of Evan Guiton

Before Evan Guiton started Bee Kind, she was on a very different career path. “I was working as a scuba diving instructor on the Great Barrier Reef in Australia, and all I wanted was to spend as much time as possible hanging out with humpback whales,” she tells Create & Cultivate. But she couldn’t ignore the devastating effects of plastic pollution on the ocean. “As someone who was spending significant time underneath the water, I had a front-row seat to the suffering and destruction ocean plastic pollution was causing,” she explains. “Every single dive I went on I would encounter a fish or marine animal who was having some sort of interaction with a piece of plastic.”

After a while, it became hard for her to reconcile enjoying the ocean without being a part of the solution, which is how the idea to launch a business that reduces single-use plastic, came about. “I wanted to educate people about the seriousness of the problem and empower my community to become more sustainable in their everyday lives,” says Guiton. “By creating trendy, accessible, and affordable products that could replace everyday plastics, I knew I could bring zero-waste into the mainstream,” she explains of the concept behind Bee Kind. “Shortly after this revelation, I quit my job as a dive instructor and flew home to Canada to begin working on my first beeswax wrap prototype.”

Here, Guiton explains why she decided to bootstrap her business, shares the money mistakes she’s made along the way, and offers her best advice for entrepreneurs.

How did you fund Bee Kind? What were the challenges and what would you change? Would you recommend your route to other entrepreneurs? 

I bootstrapped Bee Kind from the ground up, which means I never took any funding or investment. In the beginning, I spent a few thousand of my own dollars fleshing out a website, a logo, production supplies, and raw materials. I was lucky enough that I was able to make a profit almost instantly through local craft markets which encouraged slow but steady momentum forwards without digging much further into my own wallet.

While I am grateful I did it this way (as now I am happy to say I still own 100% of the business), it was a financial balancing act for many years. Without funding, I had to completely rely on company profits to slowly grow, in addition to being hyper-specific when it came to forecasting the purchase of raw materials. When you make these bulk purchases, your money is tied up in these raw materials for approximately four months before you begin to turn it around in sales of finished products. Knowing this, I had to be incredibly accurate when forecasting our growth.

What was your first big expense as a business owner and how should small business owners prepare for that now?

The first time I purchased our custom printed fabric I was horrified to learn about MOQs and the amount of customized product I would have to commit to upfront. I had very limited dollars to play with at the beginning, so I had to make compromises in what we could afford while still ensuring we created a really special product. 

I recommend that business owners do A LOT of digging into any big purchases they are about to make. Is there a better deal out there? Are you absolutely sure that you need to spend money on this? Is there a better (or just different) way to achieve the same result? The more you can think outside the box in growing your business, the more you can help your bottom line. There are a million ways to achieve the same result, so don’t feel like you are cornered into throwing money at a problem. 

Photo: Courtesy of Bee Kind

What are your top three largest expenses every month?

Payroll, raw materials, and our photographer on retainer /social media content creators.

Do you pay yourself, and if so, how did you know what to pay yourself?

I’m four years into the business, and to this day I prefer to pay myself just enough to cover my bills and necessities. Putting as much money as I can back into the business so it can grow is my best investment. In all honesty, there came a point in time where all I wanted was a new production warehouse, and that meant infinitely more to me than having extra personal pocket money. The decision was that simple.

Would you recommend that other small business owners pay themselves? Why or why not?

I think business owners need to cover their bills and be comfortable so that they can mentally and creatively show up for their business every day. However, when they choose to start properly paying themselves completely depends on their personal situation. I think they also need to realize that putting money back into the company, in the beginning, could create much higher returns later on, and that might be worth it to them in the long run. 

How did you know you were ready to hire and what advice can you share on preparing for this stage of your business? 

For many small businesses, the founder is the accountant, the maker, the marketing specialist, the delivery person, and everything in between. While this was a stressful way to go about running a business, it was the only option financially for me for the first couple of years. I hired someone to help me make the beeswax wraps when I physically could not keep up anymore. Once I realized that hiring help was in fact not a financial burden, and instead, a fast track to growing the business, I was much more relaxed in adding more people to the team.

I knew that I had a lot on my plate as a business owner and that I absolutely did not want to add “becoming a manager to a team of people” to my to-do list. From the beginning, I clearly defined my employees’ roles as independent, self-starting, and with “choose their own schedules.” To this day, I have never written out a staff schedule and my team is there on any given day because they want to be, not because they have to. I wouldn’t have it any other way!

Photo: Courtesy of Bee Kind

Did you hire an accountant? Who helped you with the financial decisions and setup? 

If I had one piece of advice to small business owners it would be this: hire a bookkeeper from the beginning. You don’t need anything fancy, but where it comes to your books, you want a professional keeping them straight. When you get bigger, you can look at getting a CPA, but at the start, a budget bookkeeper is all you need. For too long, I thought I could do it myself on Quickbooks online, and it was a giant learning experience.

What tools or programs are you using to manage your business finances? What’s worked and what hasn’t?

Quickbooks online and a great filing cabinet system are what I swear by. What hasn’t worked? Going at it alone without an accountant.

Do you think women should talk about money and business more? Why or why not? 

Absolutely! As someone in charge of hiring new employees, I have often been in a position where I didn’t know what I should be offering in terms of compensation simply because no one likes to talk about what they get paid. If wages were talked about more casually, I think everyone would also become more ambitious in achieving salary milestones.

What money mistakes have you made and learned from along the way?

Every opportunity that involved us providing free (or almost free) product in exchange for “exposure” has been a hefty disappointment. In my humble opinion, the majority of companies that promise you exposure so that they can make money off you or your product should be approached with a great deal of caution. Put your time and efforts into organic engagement and creating genuine connections with your followers.

What is your best piece of financial advice for new entrepreneurs?

If you have a good idea and a blossoming business, you will get approached ALL the time for investment opportunities. If you’re thriving, people will want a piece. While this is incredibly flattering and exciting (especially at the beginning), the people you want on your team are not the ones asking for a piece of the pie during their first conversation with you.

Also, save money for a rainy day. Opportunities will come that you want to take advantage of which you need money for RIGHT NOW. Keeping a nest egg is an incredibly wise decision as it allows you to make big moves.

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4 Important Things to Know Before Becoming a Freelancer

Photo: ColorJoy Stock

Starting a freelance career sounds like the ultimate dream: working independently, whenever and wherever you want, as well as choosing who you work with. If this appeals to you and you want to quit your full-time job to take that big leap, becoming a freelancer is a great idea. I know, it sounds scary! But like any other challenge in life, it will require you to create a new mindset, be persistent, and use your creativity in ways you’ve never imagined.

Once you’re on track, the benefits are extremely satisfying. Being a freelancer can be difficult at times, and it’s not everyone’s cup of tea. But for me, however, freelance work has been an incredibly rewarding journey. I have more flexibility, I pick my own clients (and also fire the bad ones), and I can choose my own assignments. And honestly, you will be the best boss you ever had.

So if you’re like me, grab a hot cup of tea, relax, and follow my four pieces of advice to someone who is about to start a career as a full-time freelancer. 

#1 Get comfortable with inconsistency.

One important step in the process of becoming a freelancer is to shout it from the rooftops! Yes, let everyone know that you have transitioned to independence and are ready for business. Go ahead and do as much networking as you can, gain confidence by selling yourself, showcase your portfolio, and have a marketing plan ready. Building your personal brand is essential to gain recognition and make people want to hire you. 

Another thing to keep in mind is that you will encounter clients who just can’t seem to pay on time. You can be the best, most trusted freelancer in the world, completing projects on time, and keeping track of invoices, but unfortunately, that doesn't mean your clients will do the same. It's important that you are financially prepared for hiccups like these and save enough funds to cover until you get paid.

#2 Adopt a CEO mindset.

When you transition from full-time employee to full-time freelancer, a shift takes place from thinking like an employee to thinking like a business owner. As a freelancer, you are your own boss, bookkeeper, business developer, HR department, and project manager all in one. As I became a more experienced freelancer, I started to think of myself as a CEO. I began to act more professionally, which resulted in attracting better clients. I also hired a lawyer who could help me with contracts, and doing this made me feel more confident controlling my business. 

Freelancing is a way of working that offers you a lot of freedom. You could be a freelancer who prefers to do smaller projects for many different clients. Others like to work on long-term projects for one client for a number of months. It all depends on what you’re comfortable with. Most importantly, as an entrepreneur, you want to develop the skills you need to lead and work with efficiency and focus, and to set your priorities for your projects. 

#3 Keep up with taxes and paying your own benefits.

Ask any freelancer about self-employment taxes and you will surely hear a big sigh. Many freelance business owners consider keeping up with taxes to be one of the most daunting and important parts of being self-employed. But don’t worry, after a while, it will become routine. Paying your taxes on time can also have a positive impact on your credit score.

Keep track of your business expenses (from furniture, to travel and lunch with clients) so you can write these off at the end of the year. Efficiently monitoring your finances, invoices, expenses, and taxes will give you peace of mind. There are also many useful tools to help you complete these tasks, such as Quickbooks.

#4 Know the importance of networking and building a portfolio. 

It is essential to build a good network of people who appreciate you, potential customers, and people who can connect you with others. Find where your customers are moving. I advise you to do your research on Google, LinkedIn, Facebook, Instagram, professional associations, etc. Networking takes time, and if you are consistent and gain confidence selling yourself, sooner or later, you will start to make meaningful and authentic connections with people you admire and trust, and someone may end up referring you or even hiring you.

“When you transition from full-time employee to full-time freelancer, a shift takes place from thinking like an employee to thinking like a business owner.”

—Silvia Cantu, Art Director and Visual Artist

About the Author: Silvia Cantu is a Los Angeles-based multidisciplinary art director and visual artist. She is always looking for new stimuli, whether it is for work or style. Passionate about beauty in all its forms, Silvia is an all-around designer. She’s made a full-time job from her obsession and now she’s an eclectic artist with a strong eye for digital design. Silvia graduated with a degree in fashion design from Nuova Accademia di Belle Arti in Milan where she cultivated her talent for design and art direction. After university, she started working freelance with national and international clients in London, Sydney, Los Angeles, and Toronto in the fields of fashion and beauty. Her clients include big names such as Nike, ELLE Magazine, For Love and Lemons, Casio, and Dr. Roebuck’s.

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How Desiree Verdejo's Skin Struggles Led Her to Create One of 2021’s Buzziest Brands

Photo: Courtesy of Desiree Verdejo

Welcome to our monthly editorial series A Day in the Life where we ask women we admire to share the daily minutiae of their professional lives, from the morning rituals that set them up for success to their evening wind-down routines. This month, we talked with Desiree Verdejo, CEO and founder of Hyper Skin, about how she launched a skincare brand that’s rooted in multiculturalism, why she always tackles her hardest tasks first thing in the morning, and her favorite pandemic purchase (which still uses every day).

Tell us a bit about Hyper Skin and what inspired you to launch your business. What whitespace did you see in the market, and what need did you want to fill?

Ever since I was a teenager, I’ve struggled with acne that was always followed by large dark spots. After years of trying to find the perfect solution to combat hyperpigmentation, I finally came to the realization that there really just wasn’t anything out there addressing this particular problem. 

On top of that, there has always been a major lack of diversity in the skincare and beauty space. As a woman of color, it didn’t take long for me to notice how little representation we have within the skincare market, from advertising to the formulation of products themselves. So many dermatologists and chemists receive little to no training on how to treat melanin-rich skin. 

I founded Hyper Skin because I wanted to solve both of these issues that I ran into by creating an easy, fun, results-oriented skincare brand that is rooted in multiculturalism. My goal is to not only target dark spots and discoloration but to do so for all skin tones and really shine a spotlight on celebrating diversity. 

Now, let’s talk about your workday routine! First, are you a night owl or a morning person? When do you do your most important work and why?

I’m definitely a morning person! When my schedule allows, I typically like to start my morning early and work on anything that is time-sensitive, challenging, or just requires more brainpower. Then, I will schedule any calls and meetings for the afternoon. 

In the evenings, I like to catch up on all of my emails and organize a to-do list for the next day. This way, I can go to bed knowing I have everything set for when I wake up in the morning without feeling too overwhelmed or stressed about figuring out what I need to do.

What time does your alarm go off, and what’s the first thing you do upon waking?

Actually, I don't have an alarm clock! I naturally wake up at 6:30. Since I have two little toddlers that wake up at 7:30, I like to wake up before them so that I can have a peaceful morning with some time to myself. The first thing I do when I wake up is have coffee, listen to NPR, and take a look at my phone to make sure there’s nothing urgent that I have to take care of. My absolute favorite pandemic purchase was my Nespresso, so I love making my oat milk lattes right when I wake up—it’s my morning ritual!

What does your morning, pre-work routine look like?

In the mornings, before I start working, I love to spend quality time with my toddlers. Usually, that means making them breakfast and heading to school drop-off. My younger son is only two, so we usually walk together to a nearby coffee shop and I'll get a coffee for myself and a treat for him! I really value these little moments of time together—they are both growing up so fast so I want to spend every moment I can with them.

Photo: Courtesy of Hyper Skin

Take us through your morning skincare routine. How do you prepare your skin for the day? 

My skincare routine is by far my favorite part of the morning. It's another reason that I actually enjoy waking up early and having enough time to really care for my skin. I have oily skin, so I always start by cleansing. My skin is acne-prone and susceptible to dark spots, so after cleansing, I follow up with the Hyper Skin Brightening Clearing Vitamin C Serum to combat hyperpigmentation. I love face mists. Right now I’m using one by Tower 28 that I really like. The last two steps in my routine are using a lightweight moisturizer and always using sunscreen. A couple of my all-time favorites are the Unseen Sunscreen from Supergoop and the Everyday Humans sunscreen. 

Mark Twain said, “Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.” What’s the first thing you do when you get to your desk?

I always complete the hardest task of the day when I get to my desk first thing in the morning, so I completely agree with this quote. I think what sets me up for the most success in the morning is making my to-do list for the next day in the evening. If there is a task that is really important or challenging, I'll send an email to myself so that I see it fresh in my inbox in the morning and it's a great reminder to jump right in. I think the key to avoiding feeling overwhelmed and stressed out is always thinking one step ahead and preparing for the future.

What are you working on this week?

We have a few new exciting launches that are coming up so my weeks have been filled with reviewing and signing off on proofs, working with the team on developing social concepts for the launches, managing operations, and just overseeing everything regarding launch preparation. We're really leaning into using our social media platforms to share the Hyper Skin story so it's been a lot of brainstorming and creating as a team.

What’s been the most rewarding part of running your business? The most challenging?

Creating something that our community tells us really works for them has definitely been the most rewarding part. That doesn't ever get old. As someone who has always had problem skin and has constantly been on the lookout for solutions, reading reviews and getting emails from customers will always be something that I look forward to. It's so motivating, and it really pushes me to always create at the highest level. 

On the other hand, the most challenging aspect of running a business is that you always have to keep going. There’s no time to stop to say, “This sucks,” or, “Wow, we’ve accomplished so much!” It’s always like, “Okay, now what do we have to do next?” As a founder leading a small team, there’s no time to sit in the emotions, in the challenges, or in the wins. You just need to keep pushing forward and doing your best. 

Do you ever reach inbox zero? What tips can you share for handling the constant influx of inquiries and communication entrepreneurs are so familiar with?

I never have and I don’t think I ever will—it’s not even a goal of mine anymore because it’s so unattainable! As for tips on handling the constant inquiries and communication with others, I think it's important to prioritize your day on what's most important to you and what you need to get done next. If you are always responding to what other people are asking of you, you'll never be able to meet your own goals.

What is your go-to work lunch?

My go-to work lunch is always changing. One benefit of the pandemic was that I had more time at home to cook really wonderful, nourishing, and balanced meals. However, now that I have gone back to working in a co-working space, I am trying to find the balance between continuing to cook for myself and eating meals on the go. Simplicity is key. My favorite go-to meal is chicken with cauliflower rice and lots of fresh veggies.

Photo: Courtesy of Desiree Verdejo

What advice do you have for balancing the minutiae of day-to-day tasks with big-picture planning?

My biggest tip or piece of advice is to do different types of tasks on different days. For example, I like to plan certain days for all of my calls and set aside other days of the week for other things that I need to accomplish. Every week, Tuesday, Wednesday, and Thursday are my call/catch-up days. Monday and Friday are big-picture, ideating, and thinking days. Without a schedule like this, you can spend all day responding to people, but it doesn't give you time to think about marketing, strategy, or business plans on a larger, more creative scale. 

What are some work habits that help you stay healthy, productive, and on track to reach your goals?

My number one reminder to myself that helps me stay healthy, happy, and productive is just to not overdo it. Don’t drive yourself crazy by focusing on all of the tasks or things that you didn’t do or aren’t able to do at that moment in time. As a founder of a new, emerging brand, I'm in a very busy stage of my life. I’ve taught myself to lean into that, but at the same time, I’m always making sure that I’m not overdoing it. I just remind myself that I’m in a busy season now, but it won't be busy forever. 

Any favorite apps you use regularly?

I love Slack for communicating with my team on a daily basis. Instagram is another favorite of mine because of how much it allows me to connect to the rest of the world and all of the new concepts and ideas that are out there. Another app I love is the HomeExchange app; it fuels my wanderlust!

What are you reading, watching, or listening to right now to help you wind down at the end of the day?

When I’m in a really busy stage of life (like right now!), I'm not great at watching TV because it draws me in deeply for too long. Instead, right now I’m planning our first post-pandemic family vacation to Costa Rica, so my favorite way to unwind at the end of a long day is by scrolling through Instagram and different chat groups to help me plan for that and get excited about our trip. It really helps me unwind!

When do you go to bed? What’s your “optimal” number of sleep hours?

I usually like to go to bed around 11:00 pm. I always try to aim for 6-7 hours. If I’m able to get in seven hours of sleep I am a wonderful person, but that doesn't always happen!

What’s the most rewarding part of your day?

Because I launched my business right before the pandemic, I ended up hiring every member of our team remotely, and they’re all planning to stay remote for a while. That being said, the most rewarding part of my day is whenever I get to interact with my team via Zoom. I love to chat with them and share ideas and hear their updates. Most people are complaining about Zooms these days, but they’re my favorite!

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How to Triple Your Revenue in 2021

Photo: Smith House Photo

Let’s talk about revenue.

Building a business means setting aside time to map out revenue goals and growth strategies. Which can be a daunting task if you’re a dreamer with big financial goals for your business this year.

For those of you looking at your current balance sheet and wondering how in the world you’ll get there by the end of the year, I’m breaking down a few simple, proven strategies you can implement to see massive growth in hitting that bottom (or top) line.

1. Raise your prices.

Want to know the #1 way to increase revenue without adding additional work? RAISE YOUR PRICES.

Spend an afternoon doing a little internal audit of your services, products & pricing. Determine how many clients you need to book or products you need to sell this year to reach your stretch revenue goals. If it’s a lot...as in, that amount of work will leave you completely burnt out, it’s time to start charging more.

For example, if this year’s annual revenue goal for your design agency is $100,000 and your average service costs $2k, you will need to book 50 client projects this year to reach your goal. However, if you start charging $10k for that same package, you only need 10 clients. And if you book 50 clients, you’ll make $500,000 in revenue. Simple. But hugely profitable.

If you’re wondering if it’s time to raise your prices, here are a few things to consider…

What is the value of your product or service?

The first thing to look at when deciding to raise your prices is the value your service or product holds for your customers. Will your offerings allow them to raise their prices? Sell more of their products? Book more clients? Reach new audiences? Gain new opportunities? Automate their processes? The list goes on.

For example, we have seen our clients double their revenue and quadruple their client roster after working with us. We've seen them go from being a brand nobody has heard of to an iconic leader in their field. The websites we build for our clients have the potential to bring in hundreds of thousands of dollars in sales. We've helped our clients organize and effectively present information that's saved them time and money answering emails or hopping on long sales calls.

Your prices should reflect the value and ROI your product or service brings.

Are you presenting your brand in a way that LOOKS as valuable as it is?

How you present & position your offerings is EVERYTHING. Presentation adds perceived value. There is a reason why beautiful things cost more - they look more valuable.

Your potential clients and customers probably don't know how good your product or service is yet. All they have to go off of is the way it looks.

So ask yourself...

If I knew nothing about my brand, would I pay top dollar for what I'm selling?

Do my offerings look as high value as they are?

Do I stand out and compete with other brands in my industry?

If you answered "no" to any of those questions, it might be time to consider investing in a rebrand. You are probably leaving a lot of money on the table, purely because you don't look like the high-value brand or expert that you are.

What does the experience feel like for your customers?

What happens after the customer buys? Will their experience after purchasing reinforce their decision to buy from you? Was the experience one that will make them want to buy again? Will they tell their friends or colleagues about you?

The customer experience after purchase is just as important. For service-based businesses, this comes through in your client process, the way you communicate, how well the client feels taken care of and how your service is ultimately delivered. For product-based businesses, this is your unboxing experience, the culture you're creating, on-going customer exclusives and how you're building brand loyalty.

Oftentimes, the customers you already have are your best customers. How are you taking care of them and making them feel valued after they’ve purchased?

2. Invest in education.

New skills can help you reach more people, uplevel your current offerings and better establish yourself in your industry. If you want to increase revenue, you should continually be learning and developing your skills.

Start by identifying areas of your business that you wish you knew more about. Or think about services that would complement what you currently offer to offer clients and customers even more support.

Here are a couple of great needle-moving skills to invest in learning…

• Marketing & Sales

• Facebook Ad Management

• Brand Strategy

• Copywriting

• Basic Graphic Design

3. Outsource and invest in support.

If you see growth in your immediate future, you will need to invest in additional support. As your business scales, so should your team. And as scary as it feels, you need to hire help before the growth comes so you’re ready when it does.

Start making decisions as your next-level self. This will allow you to grow faster, become more efficient, and handle even more growth in the coming year.

4. Develop content & products for a new audience.

Spend 20 minutes this week scrolling through your social media followers. Get to know them. Are your products or services for them? If 20% or more of your followers aren’t your ideal customer, you are leaving money on the table.

Take some time to think about a new product that you could offer. These people are clearly interested in something you currently do. But you haven’t given them an opportunity to convert.

Never underestimate the power of simply listening to what your audience is asking for. It’s probably something completely different than what you think you should offer. Or servicing a new audience entirely. But it will be the most aligned thing you ever do for your business.

Increasing your revenue means trying new things, taking new risks, and learning more than you ever have had before. Step into your next-level self and create a scalable path to revenue growth.

“New skills can help you reach more people, uplevel your current offerings and better establish yourself in your industry.”

—Ariel Garcia, Graphic Designer and Founder of ByAriel

Photo: Clarin J Photo

About the author: Ariel Garcia is a self-taught graphic designer and founder of the creative agency, ByAriel. She is committed to pushing the boundaries of creative innovation and carries that into each project, campaign, or brand she’s a part of. She also mentors graphic designers on developing their own unique style and artistry. Ariel’s typical day consists of several cups of coffee, logo designing, collaborating with clients, styling products, and planning her next adventure.

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3 Branding Mistakes Most Startups Make (and How to Avoid Them)

Photo: ColorJoy Stock

With gorgeous visuals dominating our social media feeds and splashy companies with impeccable design popping up all the time, it’s impossible not to think about branding as a modern startup. But, despite the amount of attention so many founders give their brand identities, I see some common mistakes that can hold their companies back. 

The good news is, developing a solid brand doesn’t have to be as complicated as many folks make it out to be. Here are the three most common branding mistakes I’ve seen startups make during my 15+ years working as a brand strategist—and how you can easily avoid them to ensure you’re putting your company’s best foot forward.

Mistake #1: Spending Too Much on Branding

If you’re like most startup founders, you’ve probably spent a lot of time fretting over your budget for branding. Is it worth trying to scrounge up the $50k you’ll need to work with your dream agency? 

I’m going to let you off the hook and tell you, no, it’s almost certainly not. What so many founders don’t account for when doing this math is just how often early-stage startups pivot as they’re trying to figure out their product-market fit. 

Considering that good design is all about tying your brand to your business strategy (more on that in a minute), you don’t want to invest a lot into your brand until you feel secure in that strategy. If you do, that investment is quickly going to feel like a waste when you realize you need to rebrand to match your company’s new direction.

But you also don’t want to try and create a sexy brand on the cheap. You get what you pay for in the design world, so this usually won’t end up looking as professional as you’d like. Instead, I recommend startups aim for simple branding that allows you a lot of flexibility for future changes. Think of this like a black dress: it’s nothing revolutionary, but it also looks timeless and sleek. 

For instance, make a wordmark—your company name in a timeless typeface, à la West Elm or Glossier—instead of trying to create an image-based logo. (I even created a tool to help entrepreneurs do just that!). Use a color-palette generator to choose a few simple colors based on the feeling you want to evoke. And make ample use of the templates available on sites like Canva for everything from websites to business cards to social media posts, customizing them with your wordmark and colors to make them yours. This sort of approach will get you good-enough branding, even on a budget.

Mistake #2: Focusing on Form Over Function 

Especially when you’re DIYing your company branding, it can be tempting to choose what you think looks coolest. The problems come when brands solely select design elements based on their beauty without considering their usability in the slightest. 

I can’t tell you the number of times I’ve seen brands design funky logos that are impossible to decipher when they’re scaled down to fit in a social media icon, or choose a typeface that looks cool but is challenging for users to actually read, or pick a website design that looks unique but is difficult to navigate. 

Instead, make sure you think about your users at every step. When designing your logo or wordmark, test it at a bunch of different sizes to make sure it works. Check your color palettes against accessibility tools that ensure there’s enough contrast to be readable (and that your chosen palette will work for colorblind folks, too). Have a friend try and use your website to see if they’re able to navigate easily to where you want them to go. 

Any time you’re making a brand decision, just take a step back and ensure it supports your users rather than getting in the way of them engaging with you entirely.

Mistake #3: Not Tying the Brand to a Solid Strategy 

Of course, a DIY brand strategy may not work forever. At some point, once you’ve found your product-market fit, you’ll want to invest in professional design and branding work to take your company to new heights. But too many startups walk into that process with a mood board of what they want to look like, instead of focusing on what they want their brand to convey.

The best brands aren’t plucked out of thin air—they’re rooted in the company’s business strategy. All of the design elements, from the logo to the colors, are carefully selected to align with a company’s mission and goals, to attract their target audience, and to set them apart from the competition. 

So instead of spending time blue-skying about your dream design, use your energy to do some actual business exercises. When I work with clients, we go through branding workbooks that ask questions like: 

• What’s your company’s vision statement? Its mission statement?

• What are the in-depth demographics and psychographics of your target audience?

• Who are your biggest competitors and what does their branding look like?

• What characteristics do you want your brand to be known for?

Yes, working through these types of questions is a lot harder, and a bit less fun, than thinking about your favorite colors and fonts. But doing so will be infinitely more valuable to your brand, and the future of your business. 

“Any time you’re making a brand decision, just take a step back and ensure it supports your users rather than getting in the way of them engaging with you entirely.”

—Saskia Ketz, Founder of MMarchNY

About the author: Saskia Ketz is the founder of MMarchNY, an NYC-based branding agency that’s worked with world-class brands like Netflix, Ikea, Timberland, and Mojomox, an online wordmark builder that allows startups on tight budgets to create dynamic, professional-looking logos themselves.

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