"Define your target audience from the beginning" with Kenya Adams

Photo credit: Kenya Adams

Kenya Adams is here to change the way women use public restrooms. She is the CEO and inventor of the PantyBuddy. She started her business in March of 2020 and used the COVID-19 quarantine period to focus on perfecting her invention and getting it manufactured. Kenya is a woman who is always on the go but was forced to stop and be still during that time. Finding herself in quarantine, she discovered that it was time to manifest her innovative idea and started her dream of entrepreneurship.

Can you tell our readers about your background? 

I am a wife and a busy mom of three boys. I am always on the go whether traveling across the country or across town, but I really despise nasty public restrooms. I don't typically consider myself to be a germaphobe, but whenever I use a public restroom, I become completely obsessed with avoiding germs. I do not want to make any contact with the toilet or anything else in there. I want to get in and get out as safely as possible, but I often find that I am struggling to do so. Over the years, I have often wished I had an extra hand to help me in the restroom.

What inspired you to start your business? 

I was inspired to invent the PantyBuddy out of personal necessity. I was traveling for work a lot which required me to be in and out of airport and airplane restrooms. I was having a hard time keeping it all together in those small spaces and started looking for something to help me out. I created the PantyBuddy to be that solution.

Where is your business based?

My business is based in Tennessee, and we are an eCommerce business that is available online.

How did you start your business? What were the first steps you took?

I used the COVID-19 quarantine time to get my business started. My invention is an idea that went undeveloped for several years because I was always too busy to figure out how to make my invention a reality. When the country shut down, I was suddenly gifted with time. Time to gather my thoughts, time to find a mentor, time to design my logo, time to write my business plan, time to conduct market research, time to find a manufacturer, and time to launch my product to the world.

What has been the most effective way of raising awareness for your business? 

Social media has been very effective in raising awareness about the PantyBuddy. It has helped educate my target audience about the PantyBuddy and teach them about the usefulness of the product. 

What have been your biggest challenges and how did you overcome them? 

My biggest challenge has been launching a product that is dependent on the use of public restrooms during a time when people are still very cautious about being out in public places.  

That challenge is slowly being overcome as people return to normal activities. Plus, ladies are purchasing their PantyBuddy in anticipation of being able to be very social soon.

How do you stay focused?

I stay focused by keeping my goals in front of me, literally. I have a large dry erase board where I list my monthly tasks out in 3-month intervals. This helps me to have a clear vision of my goals and the steps I need to take to accomplish them.

How do you differentiate your business from the competition? 

PantyBuddy is an invention that is new to the market. There is no direct competition because there is nothing out there like it. The PantyBuddy is a public restroom kit for women that functions as a fashionable wristlet. PantyBuddy is the ideal travel companion for using public restrooms, whether you are traveling across town, across the country, or across the world. It improves personal hygiene in public restrooms and ensures that you are never without the essentials to quickly get in and out of small, cramped, and germ-filled public facilities. It comes with an emergency supply of toilet paper, toilet seat covers, and our patent-pending panty protecting strap. 

The panty protecting strap wraps around the crotch of underwear and garments and enables the user to easily pull everything away from gross surfaces when using public toilets. The PantyBuddy is perfect for those women who use public restrooms whether in corporate offices, airports, airplanes, concert venues, or even gas stations. It makes sure that women always have the essentials regardless of the conditions found in the restroom.

What has been your most effective marketing strategy to grow your business? 

Networking with women’s groups has been my most effective marketing strategy. I am a member of several professional women’s organizations and use those connections to get the word out about PantyBuddy.  

What's your best piece of advice for aspiring and new entrepreneurs? 

Define your target audience from the beginning and everything you do needs to cater to your target audience.

What's your favorite app, blog, and book? Why?

My favorite app right now is Clubhouse. It is a great way to network with people from all industries. I have used the app to learn from mom-and-pop shops to millionaires. My favorite book right now is Uncloned Marketing by Audria Richmond. It is a no-nonsense, non-traditional guide to marketing.  

What's your favorite business tool or resource? Why?

Canva Pro is my favorite business tool. It allows me to quickly develop visual content and gives everything a professional look.

Who is your business role model? Why? 

Lori Greiner is my business role model because she is the product queen! She is my ideal Shark Tank partner.

How do you balance work and life? 

As an entrepreneur, there are often many long nights and I work hard every day to make my business a success. I spend time with my family to take a break from work. Whether it is playing a board game or just sitting to talk over dinner for an hour, it is important to me to take the time to strike a balance. 

What’s your favorite way to decompress? 

My favorite way to decompress is to take a walk. Nothing beats a good walk around the neighborhood to clear my mind.

What do you have planned for the next six months? 

Over the next 6 months, I am focused on increasing my marketing efforts around the PantyBuddy. 

I will be intentional about seeking out publicity and media attention for the product.

How can our readers connect with you? 

Follow us on social media:

Instagram: @pantybuddy

Twitter: @pantybuddy

Facebook: @pantybuddy

TikTok: @pantybuddy

Website: pantybuddy.com

Email: info@pantybuddy.com 

"Write a book. It will make you an expert in your field and will open doors," with Khristee Rich

Photo Credit: Ken Rich

Khristee Rich is a holistic health expert, researcher, and writer who advocates for women's health and wellness. With over twenty years as a researcher and seventeen years as a holistic expert, she empowers women to heal their mind, body, and spirit using the sacred medicine of the Earth and to overcome trauma, so that they become healthy, joyful, confident women and make the impact they desire in their lives. She also specializes in holistic childbirth. She is currently writing a three-book series on childbirth around the world through a holistic perspective.

Can you tell our readers about your background?

Khristee: I never imagined that I would become an entrepreneur. I always wanted to be an actress. I wanted to be a famous actress on Broadway or on a sitcom like I Love Lucy with Lucille Ball. I loved to perform and make people laugh. But I developed a debilitating, chronic illness in college and I was too sick to continue on that path, even though I tried… It wasn’t until many years later, that I had the vision of becoming an entrepreneur. It was completely inspired. It was not something I planned or even dreamed of. I turned my hobby into my business. 

In 2008, during the height of the recession, I was downsized and suddenly, I went from being a workaholic, always working, to someone who had all free time in the beautiful summertime. I went swimming at the pool during the day. I even took a water aerobics class outside in the sun while listening to the Beach Boys. I thought that was hysterical. My former co-workers were in the office stressing away and I was doing something fun outside every day. I went to the beach. I went out for tea in the afternoon. It was so much fun.

Through my joy, I saw my world as comedy and started writing sketch comedy skits. It was all I wanted to do all day. After months of writing comedy all day, I was inspired to create a comedy business. That is how my business began. It actually started off as a comedy business, not a health and wellness business. I wanted to heal the community through laughter during the recession.

What inspired you to start your business?

Khristee:  After months of writing comedy and laughing all day, I realized I still needed an income. They say “if you love your job you will never work a day in your life” so I decided to turn my hobby into a business. I became an LLC. It was now official. I didn’t know anything about business, but writing comedy was all I wanted to do, so I knew it would lead to something great.

Where is your business based?

Khristee: My business is based in Ridgefield, Connecticut, but all of my services are virtual now, so I can work with anyone anywhere in the world. For a while, my business was bi-coastal when I lived in California.

How did you start your business? What were the first steps you took?

Khristee:  First, I decided on a business name. I wanted to be remembered by being unique. Since it was sketch comedy, I had to tie it into the performance. I thought about the musical, Gypsy. There was a song that was a showstopper called, “You Gotta Have A Gimmick.” It was about developing a gimmick to stand out from the rest of the crowd. I decided to be called The Dancing Curtain because we would end all of our shows with a dancing curtain call. I envisioned myself and the other actors dancing as we took our final bow. The audience would be up on their feet dancing and feeling good; that feeling would continue for them after the show and they would be eager to come again. I wanted the show to create joy, so this felt right.

After deciding on a business name, I did research and registered my business with the state and became an LLC.

What has been the most effective way of raising awareness for your business?  

Khristee: I love publicity. I started my business by writing press releases and being interviewed by the media and now after trying many other ways, I have returned to publicity. I believe it is the best approach for raising awareness for my business, my books, and the topics I teach. I have been a guest on many podcasts. I have been a guest blogger and I have written articles for online magazines and print magazines. My big dream is to be interviewed on TV.

What have been your biggest challenges and how did you overcome them?

Khristee: My biggest challenge was overcoming my chronic illness. I had a debilitating chronic illness for 15 years which was misdiagnosed. 

It was such a challenging time. I had been healthy all of my life so it was very surprising when I became ill and couldn’t get better. I went to doctor after doctor and they couldn’t find anything wrong with me. They labeled me as depressed, but I knew that there was something physically wrong with me. They labeled me as stressed, but that didn’t fit either. I had been through stress and never got that sick before.

I realized that I had to become my health advocate. I went to the best doctors in Connecticut and New York City. I asked tough questions. I requested more tests. My blood didn’t find any abnormalities. Doctors began to think that I was a hypochondriac. They didn’t take me seriously. This was so hard to take.

I changed my diet. I took supplements and vitamins. I went to yoga class. I studied Reiki and shamanism to try to heal. This helped me a little bit, but I didn’t get back to my old self. I knew there had to be a reason why I got sick, a root cause, why a girl who had always been healthy was suddenly so ill.

Finally, after fifteen years of struggling, I found a doctor who was willing to do further testing. He discovered the root cause. I had extremely high levels of heavy metals in my blood. Both lead and mercury. The highest he had ever seen. 

He recommended that I do chelation therapy in New York City. He predicted it would take a full year of chelation therapy, if not longer since my levels were so high.
I was so shocked that I had heavy metals, but I was relieved that he did the further testing and found out the reasoning 

I went home and immediately started researching heavy metals and chelation therapy. But I found out that chelation therapy is controversial. It is the only therapy that modern medicine recommends for heavy metals, but it can cause paralysis, brain damage, and even death. 

At this time, I had been a healer for many years, so I decided to heal myself and do it naturally.

I went online and learned that there was natural food and supplements that I could take to extract the heavy metals out of my blood without any side effects. I took them for a month and at the end of the month, my blood was checked and my levels were zero. My health had been restored! 100% naturally and in only one month. 

That was my biggest challenge. I overcame my illness a year after starting my business.  

How do you stay focused?

Khristee: My business is my passion. I am very driven. I have big dreams. I have always been resilient. I know that my books and my services are meant to empower and heal women around the world.

How do you differentiate your business from the competition?

Khristee: Well, in the beginning it was through my name and “my gimmick”. Then, I stopped doing comedy and became a health and wellness business when I began adding personal Reiki and shamanism healing sessions. I helped women to overcome chronic illness and chronic conditions. I had so much empathy for others who had been in my shoes and were told that there was nothing else they could do to help them. I wanted to empower them that no matter what their doctors had said that they could improve and do it naturally. Helping people overcome chronic illnesses and chronic conditionally naturally was my niche. Then in 2019, I began interviewing and writing my book, so transitioned into becoming an expert in holistic childbirth. I have taken all of my knowledge and skills as a holistic healer and holistic health expert and funneled it into helping mothers to heal naturally and have empowered childbirth experiences.

What's your best piece of advice for aspiring and new entrepreneurs?

Khristee: Write a book. It will make you an expert in your field and will open doors. Write a book, write a book, write a book!

What's your favorite app, blog, and book? Why?

Khristee:  That’s a tough one. I have so many apps and so many books! I would say Otter is my favorite app since it has made interviewing for my book series so much easier. It transcribes and records.
Right now, I am reading so many books on childbirth for my book series on childbirth around the world, so I would have to say Spiritual Midwifery by Ina May Gaskin is my favorite book right now. The book describes honestly what childbirth is like and takes away the fear. It shows how natural it is to give birth at home and the spiritual connection women feel while giving birth.
My favorite blog is Tiny Buddha. It is so positive and inspiring. I love the stories that people share and the inspirational quotes that they all contain. One of my stories was featured on Tiny Buddha recently. I was so delighted.

What's your favorite business tool or resource? Why?

Khristee: Again, I love Otter. Without it as a tool, I would probably not be as far along with writing my books. Another resource that has become invaluable is Zoom. That is how I do my interviews and my virtual healing sessions and workshops. It has made it easy to have an online business with a personal touch.

Who is your business role model? Why?  

Khristee:  I have had many role models, but I don’t have one now. I don’t want to look up to anyone right now. I want to empower myself to know that I have the answers inside; I can trust myself and that I am always guided.

How do you balance work and life?  

Khristee:  I think balance is doing the things you love to do and knowing when to take breaks. I love to travel; I have a morning routine to center me which is really important to me. I enjoy spending time with my loved ones, going for drives, reading fiction, and writing which allows me to delve into my imagination and get lost in another world. 

What’s your favorite way to decompress?

Khristee:  I love to meditate, walk in nature, listen to music, dance, lie on my hammock in the summer or take a warm bath in the winter.

I think it is very important for entrepreneurs to decompress. We live in a hustle culture and as an entrepreneur we can work 24/7. We have to try to balance ourselves and our lives and realize that there is more to life than working all the time.

What do you have planned for the next six months?

Khristee:  I am writing book one of my three-book series on childbirth around the world and I will be launching a digital course based on book one for moms and moms-to-be.

I am very excited for the next few months. I have a very strong feeling that I will be signing with a traditional publisher within six months and of course, when the book comes out there will be a book tour.
It’s fun to see how my business has come full circle from healing through comedy to helping people to heal mind, body, and spirit by working with me 1:1 to healing through storytelling in my book series and doing book tours as a speaker on the stage.

How can our readers connect with you?

Khristee:  Readers can connect with me on Instagram @khristeerich or https://www.instagram.com/khristeerich, Facebook: The Dancing Curtain or https://www.facebook.com/thedancingcurtain, YouTube: Dancing Curtain, through email at khristee@thedancingcurtain.com and my Web site www.thedancingcurtain.com You can also join my list and receive a free gift at https://www.thedancingcurtain.com/free-health-gift

I would love to connect with you!

"Listen to your peers for advice, but then create something that works for you" Johanna Kitzman

Photo Credit: Joelle Julian

Johanna is the owner and founder of Studio Freyja, a luxury photography studio located in San Diego that focuses on maternity, newborn, and family portraits. With a minimalistic, timeless, and personalized approach, Johanna has captured countless important family memories in the 8 years she’s been in business. While she started her business in Minnesota, she moved herself and Studio Freyja to San Diego in 2016 and started from scratch again. Since then she’s been able to build up her business again to a profitable company that has seen growth year after year.

Can you tell our readers about your background?

I was born and raised in Sweden and moved to Minnesota to attend college in 2007. That’s where I met my husband and since then I’ve lived in the states. Being so far away from family really made me treasure the few family albums I had brought with me from home. Leafing through them brought back memories of family time, even as far back as when I was a little toddler and spent time with my grandparents.

What inspired you to start your business?

Unfortunately, I, just like many people, didn’t realize how much work goes into professional photography. So when my husband and I got married in 2012 we thought $1000 for a wedding photographer was a TON of money (spoiler alert, it’s not!). Needless to say, our photographer ended up not being very professional, and instead of being able to relive our wedding day through our wedding album, I spent a year having to fight to even get any pictures from our day as our photographer just completely disappeared.

The few photographs we finally received were not ones I’m thrilled to share. So many important moments were missed and lost. I decided that no one else should ever have to go through that same experience. So I picked up a camera and taught myself everything I needed to know, and slowly but surely I built up my experience and my business where I could ensure families had their most important moments captured and documented. Since then I’m also a huge advocate for encouraging other photographers to charge a profitable rate. What we do is important, and we deserve to be compensated accurately for it. 

Where is your business based?

I am based in San Diego with a studio located in La Mesa. However, I travel back to Minnesota for shoots as well as go to other places. I love to travel and love when the opportunity to combine my passions for photography and travel coincides. 

How did you start your business? What were the first steps you took?

When I first started photography I spent a lot of time watching YouTube videos on posing and editing. I taught myself the ins and outs of my camera and studied the law of light. I then practiced under another photographer who specializes in Newborns to learn the proper posing techniques so that I knew what I was doing was safe for the babies. I also spent several years second shooting for other photographers before I took on my first weddings. As photographers, it is our responsibility to ensure that we can provide what our clients need. Everyone has a phone nowadays with great cameras on it. So we have to ensure that what we do is more than just taking snapshots. These have to be portraits that last for generations, that they are proud to display around their homes, and we have to be able to show up at any occasion and know that regardless of environment, light, or location we can produce quality portraits for our families will cherish.

What has been the most effective way of raising awareness for your business?

Great customer service and SEO. The majority of my clients are repeat clients, clients who were referred by past clients, and people who found me on Google. But nothing beats a repeat client and a referred client. These are warm leads that have either already fallen in love with you or they heard such great things about you from their friend that they’re ready to book you before you’ve even spoken to them. Nothing beats word-of-mouth marketing.

What have been your biggest challenges and how did you overcome them?

The hardest part about running a photography business is that there is a photographer every which way you turn. It is very easy to get stuck comparing yourself to everyone around you, and not just losing confidence in yourself, but also losing your creativity and integrity with it. It’s never easy to stand out from a crowd, but when you’re running a business that’s already not looked upon as a professional job, it’s so important to find your own lane. When I started photography I thought I had to do exactly what everyone else was doing. More props. Brighter colors. Crazy edits! But as I went down that rabbit hole I lost myself, I lost my sense of purpose for why I was doing this, to begin with, and I lost my identity in my art.

To me, photography is very personal. Not only to those families who we photograph, but to us as the photographer as well. This is my art and my personality. When I realized this I went back to the basics. I looked at what truly spoke to me, and it was natural light and color, minimalistic setups, and portraits that focused solely on the subject(s) I was photographing. Whenever I feel like I’m sliding down the slippery slope of comparing myself to others, I write down my reasons for why I shoot the way I do.  And it helps me find my focus again and keep going down my own lane.

How do you balance work and life?

This is tough. Because as a small business owner you’re constantly working. There’s not a moment that goes by when I’m not working. And it’s especially hard when so much can be done from my phone; answering inquiries, answering phone calls, posting on social media, etc. But the whole essence behind my business is quality family time and memories. So I make sure that I live by that rule too. While I constantly have my phone with me (more than I should probably) I do try to make sure that I’m only in front of my computer editing, doing website updates, market research, etc. from 9-5 Monday to Friday.

I try to limit shooting on the weekends to just one day, Saturday or Sunday. And if I do end up working a full weekend day, I give myself a day off during the week to just relax. I can’t run a successful business on an empty cup. Unless I give myself the grace I won’t be able to provide my clients with the service they’ve come to expect.

At first, when I set these boundaries I was worried that I would lose out on shoots because I wasn’t offering all weekend days. But turns out, people will book you anyways because of the value you’ve conveyed. So if they want to have me photograph their newborn pictures, maternity photos, etc. then they make time in their calendars to fit in a weekday evening shoot.

How do you differentiate your business from the competition?

I’m all about community over competition and actually run a Mastermind Group with other photographers from my area. There are enough people out there who want pictures that we’ll all have enough to work with. To me, it’s important that we set a consistent standard for photography where people get used to paying profitable prices for their portraits. So we are very transparent with each other and what we offer etc. The way we differentiate ourselves from each other then comes down to slight differences in our style, and then our personalities. Our clients hire us as much from our images as our personalities.

What's your best piece of advice for aspiring and new entrepreneurs?

Listen to your peers for advice, but then create something that works for you. Don’t copy someone else’s strategies, systems, and branding because it won’t work for you. Surround yourself with people who are working towards the same goals as you are; let them support you when you need it, and be the support they need. And lastly, charge what you’re worth! Make sure to really understand what you need to make a profit. Don’t just focus on the direct expenses, but calculate in fees, taxes, retirement, and your personal finances. Not only do you have to make money to cover the expenses of the business, but you need to be able to pay yourself a salary that will cover your personal expenses and give you room to add to savings and retirement.

How do you stay focused?

I have a CRM system I use to keep track of each client and wherein the planning process they are. I also have an accountability partner that I meet with every two weeks where we set up our goals and go over accomplishments. And I give myself time to not be focused. We can’t be focused 24/7 - nobody is. And we have to recognize that we can’t be 100% every day. So if I have days when I feel like my focus isn’t where it needs to be, I give myself grace and allow myself to step away from the computer, run errands, read a book, etc. Because I know I’d rather do something for myself, than waste time doing half-hearted work “just because you’re supposed to”. This way when I come back to work I’ve been inspired again and can focus the way I need to.

What’s your favorite way to decompress?

Travel, Hiking, Ocean, and Dog Cuddles. I love going for hikes around San Diego or heading out to hear and smell the ocean. It gives me peace of mind and renewed energy. I always feel refreshed and inspired when I come back. I also love traveling and my husband and I try to plan one big trip once a year to get away and explore new areas of the world. But mostly, cuddling with my English Bulldog is my go-to activity when I’m feeling stressed or overwhelmed.

How can our readers connect with you?

You can follow along on my business journey and see all the pretty pictures on my Instagram, Facebook and Website. I’m an open book and love helping and inspiring other women to go after their dreams. I always say, I may not have the answer, but together we can toss ideas around and sometimes when you have an issue, just talking it through with some can spark ideas for solutions!

"Don't do it for the money" with Mary Lyons

Photo Credit: Bold Entity

Financial advisor Mary Lyons is recognized as being part of the top 1 percent nationwide in her industry, and her popular podcast, The BIG Wealth Podcast, recently ranked in Apple’s top 100 charts. Mary’s success as a financial advisor led her to launch Benchmark Income Group™ in 2020. Despite opening during the height of the pandemic, the company has thrived, exceeding $1 million in revenue during the first seven months. Mary teaches her ideas and methods at national conferences, consults with the industry’s best, and trains advisors in top firms across the United States.

Can you tell our readers about your background?

I've been a financial advisor for over 16 years. I work in a predominantly male industry, where the average financial advisor is a 51-year-old white man. I am much younger than that and female! I started work in a traditional environment, where I was frequently the only woman, or one of two women, in the company that I was working for. About two years ago, I launched my own company. Our company is 94 percent women, so we look exactly the opposite of the rest of the industry.

What inspired you to start your business?

What inspired me to start my business, I think, like any entrepreneur, is that I saw the way things were being done was inefficient and ineffective, and I felt motivated to do it better. I think that most of the country is pursuing financial advice that's designed to keep them from being broke but isn't designed to make them truly wealthy. I want people to be truly wealthy. Because if you have capital, you have freedom to spend your time doing whatever you want, and that means that you have the ability to pursue your purpose, as opposed to just working a job that you don't really love. I really want people to have the freedom to live a life that they're excited about every day, as opposed to working a job they don't like, saving up money, knowing their lifestyle is going to be less than what they've been living, and retiring when they’re old enough that they may not really be able to enjoy it. To me, there's nothing exciting about that. What really inspired me to do this is that I think there are alternatives that allow people to retire earlier, with more predictability in terms of their income, and allow them to do more things that they truly enjoy along the way.

Where is your business based?

We’re based in Dallas, Texas, but we do business all over the country.

How did you start your business? What were the first steps you took?

I think this was a long time coming. I have been an advisor for a long time. I was in management with the company I worked with before and then moved into ownership, and then ended up selling that business and continuing to work in the industry. At some point, I just really wanted to have the freedom to build a company the way I felt that it should be built, to focus on putting people before profit and knowing that if we make sound choices with our clients, and really help them live a better life, that we get that back in certificates of appreciation. That's how we get paid. We make people happy. We help people have a better life. And then we all benefit from that. There is a Zig Ziglar quote I love: “You can have everything in life you want, if you will just help other people get what they want.” I just hit a point where I felt morally compelled to launch a company that did financial planning in a different way that was focused on giving people the freedom to live whatever life they want, as opposed to a conventional life.

A conventional life requires a conventional financial plan. But if you want a life that's unconventional, your finances need to be unconventional as well. You have to look at the world in a different way. Most entrepreneurs see a need then jump in to fill it, and I think that's exactly what we've done. We spent a couple of months really figuring out who our clients are, what they look like, and building a brand around that. Then we made sure that from a legal and tax perspective, we had all our T's crossed, and our I’s dotted, and then we jumped into it. Even though our company technically is a startup, the primary advisors in our company have been doing this for more than 30 years combined. There's a lot of experience both in mentorship, management, ownership, and financial practice.

In our first year, we brought in more than 100 clients, and we managed over 100 million in assets.

I think that the reason launched the company is because when you look at most financial plans, they're inefficient. On average, we find that simply by changing the distribution strategies for income, even if nothing changes about rate of return, with no changes to cash flow, we can potentially increase what our clients can spend. That ranges anywhere from 30 to 70 percent more income because we're taking a holistic approach to finances. We look at insurance and investments. When the insurance component is structured properly and in the correct ratios, it actually changes what people can spend when they retire because it either acts as a buffer for investment volatility or as a permission slip to spend the other assets more aggressively. First, we want to focus on giving our clients an easy button. Then for people who want to lean into the creation of income streams, we help them with the analysis and the structure of the acquisition of income-producing assets. This can frequently supercharge the whole plan and allows for people to retire at much earlier ages or with more income potential than they were going to have. We find that our clients are fanatical about the work that we're doing because they see it changing their lives in very dramatic ways.

What has been the most effective way of raising awareness for your business?

Right now, I think that the people who are the loudest are often perceived to be the most credible, so we have spent a lot of time focusing on helping people have the paradigm shift from doing things the conventional way to looking at different, better, newer ways that they can accomplish the same goals and then surpass them. Specifically, I think social media has been the best thing that we have done because it gives people the opportunity to get to know who we are at a human level, and it allows them to develop a sense of perceived intimacy before they ever have the first conversation with us. That creates a space of safety so that people feel comfortable reaching out to talk about their money, which sometimes is exciting, but sometimes is scary. When they feel like they can talk to us, it opens the conversation in a very different way. Social media has really allowed us to make that intimate connection with our potential clients.

What have been your biggest challenges and how did you overcome them?

Time management, and I'm still working on it!

How do you stay focused?

The way I stay focused is attachment to purpose. What am I really trying to do? I'm trying to change the trajectory of my clients’ lives. I really want them to have better and more exciting lives, better relationships with their kids, with their family, with their spouses, and to be excited about the things they're doing. I want them to feel like they have a permission slip to live an exciting life. Staying tied into that purpose and knowing how we're impacting people's lives is what gets me up every day. The money's nice, but it's really the impact that drives me through the times where the work is hard.

How do you differentiate your business from the competition?

Most of the competition is just busy gathering assets and taking fees for the management of those assets. They just have conversations about “Here's a rate of return. Here's a better rate of return,” and people are making the decision to work with them out of the hope of a different outcome. We actually take the time to really get to know our clients, to understand what their dreams are, to understand what they really want from their lives, and then we help them understand that money is just a tool that is meant to help them build a life that they're excited about. We are changing the wealth paradigm. We are moving away from focusing on net worth and an eventual retirement toward having a better life today, knowing that we've got income taken care of for the future, and that makes a huge difference in the quality of life that people are living. The money is just the means to the end.

What has been your most effective marketing strategy to grow your business?

I would come back to social media — social media and client referrals. For me, it's been about making sure that we do our business so well that our clients tell all their friends and family about us. Then, we have a presence on social media so that when that happens, those referrals can validate us and get to know us before they ever come in.

What's your best piece of advice for aspiring and new entrepreneurs?

Don't do it for the money. If you're doing it for the money, it's really hard to keep going. Do it for the purpose. Make sure that you are really bought into the purpose because it's a lot of work being an entrepreneur. Sometimes I think people believe it's going to be easier than working a nine-to-five job, and I would say it's not at all. It's actually harder because you don't have the same boundaries. If you are tied into the personal purpose of what you're doing, you'll be successful. If you're just doing it for the money, the likelihood of you actually achieving success is pretty low.

What's your favorite app, blog, and book? Why?

My favorite app is WHOOP. It analyzes everything from sleep to athletic performance and has completely changed my habits so that I have better recoveries overnight and more energy on a daily basis to devote to the things that are important to me.

My favorite book, hands down, is Resilience by Eric Greitens because every page has a life lesson on it that can make your life better.

What's your favorite business tool or resource? Why?

Other humans are 100 percent my favorite business resource. I have a limited skill set, as we all do, so leaning on other people and finding people that have skill sets that I don't is absolutely key.

Who is your business role model? Why?

I would say it's probably Oprah. That woman has overcome so much, and she has leaned into her power and managed to still be approachable to the common person. To be that powerful and to still feel approachable is huge. To overcome the things that she's overcome in her lifetime, between her experiences as a child, prejudices, and everything else, she is an amazing human to be able to do as much as she has.

How do you balance work and life?

I don't think there's such a thing as work-life balance. I think it's more about work-life fit. You just do what you need to do. If you love what you're doing at work, you lean into that. If you love what you're doing at home, you lean into that. You just find a way to make it all fit. If there are things that take you away from your work or your life that aren't productive, hire someone else to do those things. I work really hard and have a limited amount of time with my kids during evenings and weekends. I don't want to do chores during that time, so I’ve built my life in a way that someone else handles cooking, cleaning, and maintenance, so that my time with my kids is really about them, and my time with my spouse is really about him. Hiring out for the things that aren't productive makes it a lot easier to get everything sandwiched in there.

What’s your favorite way to decompress?

I like painting. It gets me into a state of flow and uses a totally different part of my brain. I also really like reading. It doesn't matter if it's fiction or nonfiction; just being able to escape for a little while and imagine the world differently is very helpful. I learn empathy from fiction and usable skills from nonfiction.

What do you have planned for the next six months?

I'm writing a book and building a mastermind group. I think Knowledge without action isn’t worth much. I am focused on building a space for people to learn, collaborate, and implement change.

How can our readers connect with you?

Instagram: @thewealthwoman | @benchmarkincome

Facebook: @thewealthwoman | @benchmarkincome

LinkedIn: @TheWealthWoman | @benchmarkincome

Website: www.wealthwoman.com | www.benchmarkincome.com

Podcast: The BIG Wealth Podcast (https://podcasts.apple.com/us/podcast/the-big-wealth-podcast/id1551046548)

Mary Lyons is a Registered Representative and Investment Advisor Representative of and offers securities through OneAmerica Securities, Inc., a Registered Investment Advisor, Member FINRA, SIPC. Benchmark Income Group and Wealth Woman, Inc. are not affiliates of OneAmerica Securities and are not broker-dealers or Registered Investment Advisors.

Provided content is for overview and informational purposes only and is not intended and should not be relied upon as individualized tax, legal, fiduciary, or investment advice. Investing involves risk which includes potential loss of principal.

"Ask yourself why you are in business" with Rhonda Petit

Alyse Liebowitz, 3 Chicks that Click Photography

Rhonda Petit is a Sales and Business Peak Performance Coach and the Founder and CEO of 3x5 Coaching, where she works with both corporations and individuals to grow, unleash, and activate more of their true potential and power. Prior to launching her coaching business, Rhonda worked in sales for 35 years with clients at Fortune 500 and Fortune 1000 companies. Her book, The Spirit of Selling: Using Universal Laws for Sales Success, contains actionable insight into the universal laws that govern successful selling.

Can you tell our readers about your background? 

I earned a Chemistry/BusinessAdmin dual major bachelor’s degree in college.  I have 37 years B2B experience in sales and 25 years in sales management. I also earned my coaching certification in 2017 and started my business full time in 2019. Today I am a Sales Leader/Trainer, Coach, Author & Public Speaker.

What inspired you to start your business?

I’m a change agent. I was drawn into the life science and medical device industry because I wanted to make a positive difference in the human condition. I started my business because I observed corporate culture changing from a place of inclusion where employees’ talents were regarded as assets, to a place where employees were being treated like disposable commodities. 

I wanted to help improve that human condition, bringing people’s spirits and souls back to work and to help people realize and remember that work was made for them to share their gifts and talents.  They were not made for work – they are made for MORE!

I was also personally tired of being trapped in a job where I was not growing, or being appreciated or valued. I was working for employers who were more concerned about stockholder approval or disapproval than they were about the people inside their organization and the culture they were creating. It’s not surprising that two years later we experienced the Great Resignation of 2021. 

Where is your business based? 

My business is based in Philadelphia.

How did you start your business? What were the first steps you took?

I enrolled in Bob Proctor’s Matrix event. The Matrix is a service the Proctor Gallagher Institute offers for new entrepreneurs. It is a resourceful environment and people attend from all over the world to collaborate, mastermind, and explore opportunities for financial independence through multiple sources of income.  Afterwards I became a consultant to facilitate their mindset mastery course, Thinking Into Results.

What has been the most effective way of raising awareness for your business? 

I’ve had success raising awareness through regular scheduled events, referrals, my new book, The Spirit of Selling, and networking on LinkedIn.

What have been your biggest challenges and how did you overcome them? 

In the beginning it was gaining clarity on who I was, and who I wanted to become. I had to learn to make space for the miracles and how to update my self-image to match my new desires.  I overcame those obstacles by meditating, consistently studying myself, changing my mindset, working with multiple coaches and mentors and strengthening my sage powers.

How do you stay focused?

I write out my goal card daily, visualize it, then feel it and act as if it is done. I control my thoughts and my attitude deliberately knowing if I do, I get to live life on my terms and stay true to my purpose or my dharma.  I know that if I do not take control, someone or something else will. I want to stay in control of my destiny and I’m committed to the daily focus that requires.  

How do you differentiate your business from the competition? 

In my business, I’ve made the deliberate choice to create, not compete. I have a very specific niche area of expertise. I work with sales executives in the B2B world in the life science & medical device market segment. My book, coaching & training are based on the spiritual laws and principles of selling, not mechanics.

There are many sales/self help books & training that teach you "how" to do something. This is not the same old "how to sell/do more, better etc." The Spirit of Selling will teach you the "why" behind it all. Once you understand the "what to do” and “why you do it" and put it into practice, the "how" will come to you naturally. 

I work with champions, leaders, who know school is never out. I hold my clients accountable to take massive action that produces results. When clients work with me, they are empowered with spirit and a strong mind for a strong life

What has been your most effective marketing strategy to grow your business?  

Utilizing the Story Brand marketing approach for my website, my nurturing emails and outreach has proven very effective.  People engage in stories they see themselves in.  And stories provide clarity instead of confusion.

What's your best piece of advice for aspiring and new entrepreneurs?

Ask yourself why you are in business. It’s so important to know your why and let that passion drive you!  Put fuel on that fire every day. Be willing to take risks. Remember you are never a failure unless you quit and that failure is a natural part of course correction. Your greatest asset is your mind. Use your thinker and trust it – it will show you the way. 

What's your favorite business tool or resource? Why?

When it comes to educational resources include Business made Simple University by Donald Miller. For the specialized knowledge directly related to my sales training services, my favorite is Siebold Success Systems, Author/Speaker Academy. This resource provides me specialized knowledge for the mediums of writing, speaking, and training services. It  is relevant, current, and can be garnered via a subscription service in bite size daily chunks and referenced as needed. As for social media creation its CANVA - extremely easy to use and produces professional content.

Who is your business role model?

Sara Blakely

Why?

Sara is fearless yet vulnerable. She knew her purpose and her story and she refused to be a cast member in someone else’s movie. She takes risks and is not afraid of failure because she knows every failure is a lesson or a course correction that she will leverage to keep moving forward. She also cares deeply about the people in her organization. She is a giver, she listens and operates from her heart.

What's your favorite app, blog, and book?

My favorite app is Insight timer. It taught me to meditate, and the mood monitor always seems to guide me to the right meditation for each day.

It’s hard to name just one favorite book. There are many! In fact on my website I have a whole list of recommended reads.  I would say my top three are PychoCybernetics by Maxwell Maltz, The Power of Awareness by Neville Goddard  and You Too Can Be Prosperous by Robert Russell.

Why?

PychoCybernetics goes deep into the metaphysics and importance of your self-image. Understanding that content gives you great appreciation and excitement for the potential that lies within every human being and how to harness it.

The Power of Awareness is all about the game of awareness. It helps you discover who you really are. It’s a great book to study YOU, understand YOU,  and to understand your customers.

You Too Can be Prosperous because it debunks all the myths and misconceptions people have about money and prosperity.

How do you balance work and life?  

I time block my priorities into my daily schedule. First gratitude, meditation exercise, study time, visualization, mirror work & affirmation, then time with my husband, family, friends, and finally, giving back to the community. Then I schedule time blocks for my work projects using a 90 day plan each quarter. I play to my strengths and hire and delegate my weaknesses.   

What’s your favorite way to decompress? 

I love to garden! I am an avid perennial flower gardener. I love playing in the dirt, making space for new life and seeing all the colors of the rainbow in my flower beds. It reminds me that everything has a gestation period and that I have a partner in all this. It’s necessary to allow nature to do her part in the creation process.

What do you have planned for the next six months?  

Right now I’m deep into promoting my new book, The Spirit of Selling. The book centers around the universal, timeless laws that govern successful selling. The message is so near and dear to my heart that I have to share it with as many people as possible. My hope is that future generations of sales professionals can embrace the true spirit of selling and be recognized and respected for providing the ultimate customer buying experience. 

How can our readers connect with you?  

They can visit my website, www.3x5coaching.com to learn more about my coaching and training services ,and to subscribe to the Transformation Times newsletter. To learn more about my book, visit www.thespiritofselling.com

"Transparency between team members will allow for a more creative environment" with Jackie Dalius

Photo Credit: MuzicSwipe

Jackie Dalius is the Founder and CEO of MuzicSwipe, a music discovery app that focuses on rising artists, a platform to be discovered, and fans a way to discover new music. She obtained her bachelor's degree in public relations at the University of Southern California. Previously, Jackie was the Founder of WECREW, a public relations company, where she worked with rising music artists, which inspired her to create MuzicSwipe. 

Can you tell our readers about your background?

I was always drawn to the entertainment industry: music, film, and all things behind the scenes. During my freshman year of college, I was majoring in film and working as a co-creator for an entertainment radio show, Behind The Mic. That experience opened my eyes to how passionate I was about the entertainment industry and working with talented individuals. I am grateful for all the incredible skills I learned during my time at the University of Southern California and the many opportunities, like my Social Media and Public Relations Internship at MAXIM, Inc.

What inspired you to start your business?

My passion for music and discovering new artists has always been a big part of my life. Early on, I realized that there are amazing platforms for established artists, but not for rising artists. One of my goals for MuzicSwipe is to be a part of the solution and give rising artists a way to be discovered and connect with fans. 

Where is your business based?

MuzicSwipe is based in Miami. We have an office in Wynwood and are quickly expanding! 

How did you start your business? What were the first steps you took?

I came up with the idea of MuzicSwipe in 2019 after seeing firsthand that rising artists weren’t getting the exposure they deserved. I met with people in the industry and they also felt the same way so I knew that I had something special in the making. From there I hit the ground running, and created the idea of a music discovery app, which is now known today as MuzicSwipe. 

What has been the most effective way of raising awareness for your business?

One of the most effective ways for raising awareness is hosting experiential events and creating exciting content. Our company has put on numerous events and activations with different artists. MuzicSwipe has been featured by many media outlets including Yahoo Finance, Business Insider, E! News, Extra TV, Medium.com, and more.

What have been your biggest challenges and how did you overcome them?

One of the biggest challenges is getting a lot of no’s. As a startup company, people have had their hesitations. If someone says no we always find a way to turn it into a yes! We are a dedicated and hardworking team. 

How do you stay focused?

Working in the music and tech industry, every day is so different and comes with its own unique set of challenges. I always strive to look at the big picture when discussing upcoming projects. Staying organized is key! My team is also great at helping me stay organized and get things accomplished! 

How do you differentiate your business from the competition?

While there are many music streaming platforms, no other platform delivers the experience that MuzicSwipe provides to artists and music fans. There are endless amounts of music being released every day and music fans looking to discover new artists. MuzicSwipe helps to filter and curate music to the fan’s tastes. 

What has been your most effective marketing strategy to grow your business?

Utilizing all social media outlets and encouraging user-generated content has been the most effective marketing strategies for MuzicSwipe. Social media is a huge part of everyone's lives and our team works each and every day to create fun, engaging, and educational content. Positive word of mouth is powerful and everyone leaves MuzicSwipe events feeling energized and empowered, which has also helped us grow! 

 What's your best piece of advice for aspiring and new entrepreneurs?

My advice to aspiring and new entrepreneurs is that open communication is key to running a successful business. Transparency between team members will allow for a more creative environment. This allows the space for people in the room to be heard as well as voice different opinions. Having room for diverse opinions and ideas allows for innovation to flourish. 

 What's your favorite app, blog, and book? Why?

My favorite app is Instagram! I love seeing what my friends and favorite artists are doing. One of my favorite blogs to follow is Create and Cultivate. I love the content they create and can’t wait to attend their event next month! 

What's your favorite business tool or resource? Why?

Some of my favorite business tools are Outlook, Slack, and Zoho. It helps our team stay organized and communicate efficiently. 

Who is your business role model? Why?

My greatest role model is my dad. Growing up, I saw how driven and passionate he was in his career. He always encouraged me to chase my dreams and that with hard work I can accomplish anything.  

 How do you balance work and life?

Balancing work and life is something we all struggle with. For me, finding the balance as an entrepreneur is giving 100% to my team, but also taking time for myself. Music has always been an escape for me, so work does bring me so much joy. 

What’s your favorite way to decompress?

I try to maintain a good work-life balance! One of the ways that I decompress is through cycling classes. Taking cycling classes on my Peloton bike is a regular part of my weekly routine. I love waking up in the morning and getting a great workout in before heading to the office.

What do you have planned for the next six months?

MuzicSwipe officially launched BETA on January 31, 2022, and in the next six months, I hope to see it grow into being people's go-to platform to discover new music. Our goal is to expand every MuzicSwipe artist’s reach as well as have listeners discover their new favorite artists. We have a campaign for the #First5K artists to get integrated into the app and hope to keep expanding.

We also plan to create more exciting events like the one we had last month. In January, we hosted an amazing event at the Nobu Hotel in Miami Beach. We created content and had a listening party with Tory Lanez, Fetty Wap, Monty, Destiny Rogers, and so many more talented artists. 

How can our readers connect with you?

You can connect with me on Instagram at @jackiesofetch and keep up with MuzicSwipe on all our social media platforms. 

Instagram: @jackiesofetch

Instagram: @muzicswipe

Twitter: @muzicswipe

TikTok: @muzicswipe

Facebook: MuzicSwipeYouTube: MuzicSwipe

Deborah Smith, Co-Founder of The CenterCap Group, LLC, on Establishing a Female-Founded Investment Bank Specializing in “All Things Real Estate"

Photo Credit: Deborah Smith

Deborah Smith is Co-Founder and Principal of The CenterCap Group, LLC and heads the firm’s Strategic Capital and M&A and Execution efforts. Prior to forming The CenterCap Group, LLC, Ms. Smith was Co-Head of M&A and a Senior Managing Director with CB Richard Ellis Investors (CB Richard Ellis's $40 billion AUM investment management business), served as co-head of CBREI’s M&A build-out and negotiation and acquisition of a majority interest in Wood Partners (one of the largest multifamily developers in the United States), and also worked on mergers and acquisitions with Lehman Brothers, Wachovia Securities and Morgan Stanley, having been involved in over $100 billion in transactions. Ms. Smith has a Bachelor of Economics, with honors, and a Bachelor of Law, with honors, from the University of Sydney.

Can you tell our readers about your background? 

My name is Deborah Smith, I am the CEO and co-founder of the boutique investment bank, The CenterCap Group (www.centercapgroup.com). I have been an investment banker since I finished college. I actually fell into finance by accident, and I had no idea what investment banking really was until I landed my first investment banking analyst job out of university.

To be honest, I wasn’t sure I would last as I quickly discovered that I didn’t have the financial training or knowledge, even at a rudimentary level, to perform the job (I had planned to be a tax attorney). I look back and wonder what my interviewer saw in me to want to take a chance on a girl from my very unsophisticated dairy farming background. Yet, here I am, 25 years later, I outlasted most of the college peers I started with. Turns out I have pretty good math intuition but most importantly, I still truly love what I do.

What inspired you to start your business? 

Like my unplanned entry into investment banking from university, the early beginnings of our firm were not that much different. It has the shared history that an opportunity presented itself and we chose to go with it and let it play out. I am a big believer that life is full of open and closed doors, and to be successful, it’s about understanding the difference when you see it.

The opportunity for us? We viewed ourselves as “All Things Real Estate”. When we decided to build CenterCap during the great financial crisis, it was really on the back of the thought that a lot of organizations in the middle market needed an advisor who also really understood real estate itself. We had been working for CBREI Global Investors in charge of their global M&A practice, and we felt that advisors who had boots on the ground knowledge were lacking. We also had amassed a huge network of both users and providers of capital, so felt we had a unique role to play. We were independent, with no research or trading capability, and we took no outside money. What we had was a boatload of real estate knowledge, expertise, relationships, and analytical strengths to secure clients. Time has allowed us to play that out and here we are. It has been quite a journey.

Where is your business based?

We are now based in Stamford, Connecticut with satellite presences in both Florida and Utah. We were opportunistic and moved our headquarters from New York City just ahead of the pandemic. Each of my partners and I had been working in the city most of our careers and it was time to re-evaluate whether we even needed to be New York City or not. We decided we didn’t for a whole host of reasons and made the move. There was definitely a city v. suburb office debate but the significantly lower rent and locational benefits to where we each lived at the time won at the end day. Stamford has also become an increasingly attractive hub for a growing number of financial institutions. It was also symbolic of how far we had come as a firm. We would never have made the move five years prior on the belief that we needed a New York City address as an investment bank. We simply didn’t believe we needed that locational branding anymore. We had built a reputation that superseded that.

 How did you start your business? What were the first steps you took? 

My co-founder and I had been working together for many years before we founded CCG. In fact, CCG is our fourth firm in which we have worked together. Therefore, by the time we got to creating CCG, we had already been used to working alongside each other, so it wasn’t such a leap for us.

Sometimes I think we were crazy to start a real estate advisory firm in the middle of the great financial crisis, but more often I think we were just brazened.  Upon reflection, I realize the idea that we couldn’t succeed never crossed our minds. It has always been ‘this is what we are doing' and then focused on what we needed to do to make it work. We were ambitious, creative, and thoughtful – but most importantly we didn’t mind working hard; and working hard is exactly what we did. We worked many a late night buried in excel spreadsheets, building financial models, coming up with corporate strategies and then turning our ideas into presentations. By day, we would be building new relationships, sourcing new opportunities, negotiating deals, and communicating our nightly work to clients. I think we might have aged an extra few years in the early days, for sure. We started with one assignment at a time and went from there. But as with any start-up, once you get the first client, you need a corporate bank account, a company name, and the next thing you know, we have an office location and a sign above the door. It definitely helped that through our combined years of experience, we knew a lot of people in the industry, so we let people know what we were up to and our service offerings, and then stayed on top of it.   

What has been the most effective way of raising awareness for your business? 

I think the real estate industry has historically been grounded in relationships - personal connections, business connections, knowing people. You don’t have to look too far within a real estate organization  to see an owner, a founder or someone truly connected to the lifelong history of the firm. So historically I think boots on the ground has been important - traveling, calling, and meeting people. It’s also fair to say that when you have been around long enough, the analysts we used to sit next to in a bullpen are now in a C-suite office.

As we look at our business today, I would say almost all our business is from repeat clients and from referrals. We have been working with some of our clients in some capacity for a decade, whether it’s capital raising, advisory services and ultimately strategic alternatives. In that sense, we are lifecycle advisors. Our relationships are strong and built on trust. That, in part, is because we get things done, are forthright in our advice, and our success ratio is high. An interesting trend to watch is the role of technology. I do think technology is impacting the industry in so many ways – including through social media. To us, social media acts as a platform to create awareness of our brand, our services, and the strength of our team and culture. It is an effective way of getting word out about what we are up to and provide a forum for those to learn more about us, if our message resonates. What it translates into is an ability to leverage technology to create sourcing economies of scale – at levels beyond our personal reach. It’s incredible. Increasingly when we meet people these days for the first time the first comment is – I have heard of you. Pretty powerful. Very rewarding.

What have been your biggest challenges and how did you overcome them? 

Our biggest challenge in today’s market is how we continue to grow and recruit talent without

compromising culture. I suspect this is probably an issue for many other firms, too. It was already tough finding good talent that would fit in with our culture before the pandemic. We are in the services business, so we can’t afford to get hiring decisions wrong. Our top line is growing strongly but we need to continue backfilling the ranks. We are focused on it. We have been aggressively focused on hiring at all ranks the past twelve months across all our business lines. But every hire must feel right. We want to invest the time, resources, and energy into training our team to the best they can be, and that is a real commitment. So, as I said, we have to get it right. 

How do you stay focused?

It’s easy to stay focused when you love what you do! I love my job. I love this business. Nothing is more exciting and rewarding than working with companies to develop and execute growth strategies. We always have a lot going on, and I think that makes me more productive. It also means I have to be laser focused on the essence of the ‘deliverable’ or the ‘ask’ whenever something crosses my desk, as I get a lot of those each day. As a business owner, there is no room to be indecisive.

I often get caught saying “why are we still talking about this, the decision is already made.” Focus and productivity go hand in hand. On reflection, I guess I can look back and thank my long train commutes to university for the ability to concentrate with an intensity that is hard to shake. I did a huge amount of studying, writing, and research on those train rides, and there are plenty of distractions that test you – as all kinds of people come and go, and peak times made my little corner of the train a little too tight for comfort sometimes. But I learned to have very strong concentration skills. I joke with my partners that I can pretty much work through absolute chaos.

How do you differentiate your business from the competition? 

I believe that the firm I co-founded is the only female-founded and operated boutique investment bank in the real estate sector. I also mentioned that we define ourselves as ‘All Things Real Estate’. I think something that makes us unique is that when it comes to real estate market dynamics and knowledge, we consider ourselves market leaders. Sometimes that makes us contrarian, but we aren’t afraid of taking on an opportunity that doesn’t fit the standard mold or seems complicated. For example, during the pandemic, we closed on a deal in the shared office space and secured growth capital for our client, too. The collapse of WeWork permeated throughout the industry and made things extremely difficult for the companies in the space, but we still got it done.

Same story for our successes in the contrarian retail sector. But talking about a total overlay, we believe we were pack leaders in thinking about the role of technology in the real estate space as well supply-chain oriented sectors such as cold storage and logistics – two more widely favored sectors now. Our knowledge translates into informed advice and ensures we can deliver customized, well-informed guidance as companies look to raise capital, pursue inorganic growth options, or simply look to us to help them develop new product lines, establish new geographies, or make investment allocations with partners that will stand the test of time.  We are also a women owned firm. I think that as women, we care more, we work harder, and we feel more vested in doing the right thing and achieving the best outcomes for our clients. We also think our analytics tend to be quite advanced and I will blame that on our big-bank training. I was blessed to spend all my early years at Morgan Stanley, and our firm was built utilizing that big bank analytics mindset. A similar path was chosen by each of my business partners, too. We believe we are sophisticated in our approach and complex in our analysis. We don’t use template models or structures. Every transaction – capital raising, or M&A starts with a fresh piece of paper and an empty spreadsheet.

What has been your most effective marketing strategy to grow your business? 

A good question with a very simple answer – our team. The backbone of any organization is its people and the culture it represents. We are our firm’s marketing backbone every day – when we talk to clients, potential clients, and people we know. That said, we have been leaning more into social media and allowing technology to help us build our brand and touch corners of the industry that we can’t reach because there aren’t enough hours in the day – even for us.

 What’s your best piece of advice for aspiring and new entrepreneurs?  

Be adaptable. Being an entrepreneur requires many skills, but the one that stands out to me is the ability to be adaptable. The world is always in constant flux, the market is constant flux, and everything is subject to change.  The world is loaded with never-ending shifts in variables. You can’t control them, so you have to learn to go with the flow, step back, observe and adapt your game plan. For an entrepreneur, that may mean accepting that your great idea hasn’t come off the way you thought. So, you know what - adapt, be nimble and adjust accordingly. Having vision is a fantastic trait for an entrepreneur but being wed to what isn’t working, waiting for the world to adapt to you, may see your dreams come to an unsatisfying end.

What’s your favorite app, blog, and book? Why?

I have lots of favorite books, apps, and blogs, just depends on the context. I recently enjoyed To Rule the Waves by Bruce Jones. I love information and I learned a huge amount about the critical role that oceans play in the daily struggle for global power. A little closer to the office, I enjoyed Billion Dollar Loser by Reeves Wiedeman which chronicles the rise and fall of WeWork. Lots of takeaways from this book. But personally, as a parent, I can’t go past Room on the Broom by Julia Donaldson. I have read this book so many times to one child or another in our house that I almost know the words off memory. It is a silly story about a kind witch and her cat who invite three other animals (a dog, a bird, and a frog) to join them traveling on her broomstick. We turned it into a jingle that is the foundation of a lifetime of memories.

What’s your favorite business tool or resource? Why? 

My favorite resource are my colleagues. Our team at The CenterCap Group is phenomenal. As I said above, we are ‘All Things Real Estate’ – if I want to know something that I don’t know already, I only have to pick up the phone. If our team doesn’t know, they will find the answer. How great is that?

Who is your business role model? Why?  

This is a tough one. Throughout my life, there have been a whole host of people that have played a role in guiding my path, not sure where I would start, or finish, for that matter. That said, I had a truly wonderful professor in university that gave me three pieces of advice that I still live by – if you don’t have something nice to say about someone; then don’t say it, never tell anyone how much money you make, and don’t ever change. The last thread a tribute to my journey from cow paddocks and hay fields to graduating with first class honors from university. A simple reminder that I can achieve anything if I put my mind to it. A big thank you to Professor Hogan who has since passed away.
How do you balance work and life? 

As with any career mother, it only works if you have a team alongside you – I have an amazing family at home and amazing business partners in the office. I wouldn’t be where I am without them. It works because we are all focused on lifting each other up when the going gets rough and sharing joys and successes when things are great. A good support network is one that unwaveringly supports you – even though they may have as much on their plate, or as much going on in their own lives, as you do. I am truly fortunate to have that strong, unwavering support network. I think it is hard to be successful without a team behind you. Besides, we only get one shot at every moment in times, so we each have to make the most of it. Can’t go back for a do over.

What’s your favorite way to decompress? 

Anyone who knows me is aware of how much I run! I run for miles and miles every week. I have been running since I was a little kid and some of my fondest childhood memories are of crisscrossing through the cow paddocks of rural Australia, where I was raised. Running serves so many purposes for me – but oddly enough, one of the unexpected benefits is how many ideas and problems I have solved while not thinking about them all as I am putting one foot in front of the other on the pavement.

 What do you have planned for the next six months? 

We have three core business lines – capital raising, mergers & acquisitions, and a corporate advisory practice. Our goal is to continue with building success upon success in those practices. We are also looking to expand our fairness opinion and REIT advisory services. My business partners and I all came from public REIT sector backgrounds so we have enormous experience in that sector. It has historically been tougher to compete because we don’t have a balance sheet, but we are receiving more inbounds because in today’s world, being completely independent has huge value. We are also looking at independent sponsor opportunities. We excel at underwriting companies and figuring out their strengths and weaknesses. My partners and I all worked on the principal investing side as well. We are excited by the opportunities that exist to invest alongside our clients and become part of transaction aftercare and management.

How can our readers connect with you?
You can find us on LinkedIn. Please feel free to reach out to my personal page HERE or CenterCap Group’s page HERE.

"Time management is critical" with Dr. Ali Atkison

Photo credit: Lori Cardwell Photography

Dr. Ali Atkison is a highly acclaimed keynote speaker, trainer, and teaching professional who has educated and inspired audiences of all sizes for more than two decades. With more than 20 years in higher education, Dr. Ali is widely considered one of the foremost authorities on how the adult brain learns. Her unique background isn’t in neuroscience, but instead as a practitioner, educator and lecturer who has mastered the art of making communication and learning more effective. By delivering clear, tangible and, yes, actually fun, workshops and programs, Dr. Ali engages with organizations and teams who want to truly make learning stick for lasting results. 

Can you tell our readers a bit about your background and what inspired you to start your business teaching brain-based communication and training skills?

Absolutely. It started back in 1999 when I was accepted to graduate school at the University of Denver on an assistantship, which meant I would teach in exchange for free tuition (and a fairly paltry stipend, lol). But no one ever taught me how to be a good teacher. I was pretty much handed my book and shown it to my classroom. So, I did what I thought “good teaching” was—I lectured. And I did that for years, until one day I had an a-ha moment that I really didn’t think my students were learning (and I later confirmed this). So, I decided to start researching better teaching practices. This led me to years of research on how the brain learns, which I then started sharing with other teachers, and then corporate trainers as well.

It didn’t take me long to realize I could marry brain knowledge with my expertise in communication because the concepts I was applying to teach are readily applied to everyday communication as well. I realized that with my expertise and overlap in the two, I could teach anyone how to be a better communicator the same way I was teaching teachers how to be better teachers—by basing this knowledge on brain science.

So that’s what I do now: I teach improved communication and training skills that are grounded in how the adult brain learns.

Where is your business based?

I live in Indianapolis. But I travel all over the country and internationally to deliver keynotes and/or workshops for my clients. Nowadays, although I love the spirit and comradery that is somewhat unique to in-person keynotes and workshops, a lot of my work is done virtually—which is great because it allows me to connect with clients all over the world. In fact, speaking and training virtually offer some interesting challenges and opportunities not present during in-person offerings; for example, I get the chance to model the very type of virtual communication I’m usually speaking about.

How did you start your business? What were the first steps you took? 

I had already been offering keynotes and training on brain-based communication and training skills as a “side hustle” while I worked full-time as associate dean and a communications professor for the University of Denver.  

I had so many people tell me that I light up when I talk about helping people communicate and train better by applying brain-based techniques, I finally decided to pursue this passion full-time. Fortunately, I had three things going for me that really helped launch my company:

-       First, my former clients are also wonderful referral avenues for me, as they’ve gotten to see firsthand that my keynotes are super engaging and my workshops are fun—and effective.

-       Second, the solopreneur and small-business network in Indianapolis is incredibly supportive, so I’ve been fortunate to connect with countless people who have helped me with resources and knowledge for launching my business.

-       Third I’m a professor for Wondrium. I have two courses with them: The Brain-based Guide to Communicating Better and Written Communications: Being Heard and Understood. They are available online, of course, but Wondrium is also available on Roku now, which is neat because anyone can access the content right from their living room couch. I have had quite a few folks reach out to me for help with their employees or one of their teams after watching one of my courses.

These three things really helped make launching my new business a success.

What has been the most effective way of raising awareness about your business?  

I mentioned the supportive network in my last answer. In particular, I have received amazing support from the other women in my networks. Especially in my relatively new home space in Indianapolis, I have found the sense of community to be uplifting and inspiring. Hoosier Hospitality is real, y’all! I hope to have the opportunity to give back to the women who have lifted me up in my own endeavor. 

I build awareness about my business through people in my networks because I’m building solid relationships with my community. I’m a member of BNI, and we follow the approach of getting to know one another quite deeply so we build communities of people who know, like, and trust one another—thus, we’re more likely to think of each other when someone—for example, in my case—complains to them about a poorly run training program, or a customer service team who struggles with clarity in their communication to customers.

What have been your biggest challenges, and how have you overcome them? 

COVID has impacted professional speakers, like so many industries, because there have been fewer opportunities to speak at in-person events. I’ve used this time to focus on ensuring my virtual offerings are excellent, and I’ve focused on networking and continuing education.

How do you differentiate your business from the competition?

Yep, there are lots of folks out there who teach improved communication, which is such a testament to how important it is—now more than ever. I have great respect for all my colleagues, and I’m so honored to be part of a great community of communications professionals. What makes me unique is that the communication and training skills I teach are grounded in the specific intersection of my experience. I bring 20+ years of academic experience teaching communication at the undergraduate and graduate levels, and I also bring 15+ years of experience studying how the adult brain learns. So, my strategies are grounded in science but also backed by my own expertise as a communications professor.

What is your favorite or most useful business resource? 

There are almost too many to name. The backlog of books and articles that I want to read grows every day. I tend to prioritize subject-matter resources a little too much because I continue to be fascinated by the brain, so I’ll read anything or listen to any podcast on anything brain-related. I am always learning little nuggets that can help me in my work on teaching communication and training skills.

In terms of resources related to being a solopreneur, I’m a big fan of relationship-related resources, so I lean heavily on my networks for sounding boards. And I like to attend events—conferences, talks, webinars, etc.—where people who know cool things share those. The books I read tend to be subject-matter-related, but I’m a big fan of Inc. and ATD articles. My business development coach just turned me on to a great podcast for people who do a lot of public speaking like me called Speakernomics.

How do you balance work and play but still run a successful business?

I often joke that as a communications expert, I’m always working. It is half true because even when I’m interacting with friends, colleagues, or my partner, I think it’s important to model the kind of communication skills I teach others. It’s true for most solopreneurs that you are your brand, but it’s especially true for me. 

But aside from that, as any solopreneur knows, time management is critical. It’s easy to be at your computer non-stop. And my partner and I both work from home, so it’s also easy to tear myself away from my computer for something really “critical” like a discussion of what color towels to buy. But basically, we both agreed to run our days as if we were in an office. We start work early and try to stop by at dinner time. Of course, that doesn’t always happen, but we do pretty well.

I’m a big fan of scheduling time for the important things and shutting down my email when I’m doing those. For example, when it’s time to write or research, I turn everything else off. Otherwise, it’s so easy to get sucked down rabbit holes. 

The one exception to that is that I try to always make time for people when asked. I love when people ask me for my help and insight with communication or training issues, whether it’s a personal or professional communication challenge. I’m a lifelong learner at heart, and every time I have the opportunity to help someone else navigate an issue or problem they are having, it’s a learning opportunity for me just as much as for them.

What’s your favorite way to decompress? 

I love reading. I’ll read anything, but I’m especially into science fiction and science fantasy. I also equally love fitness and baked goods—I own a Peloton I named Cupcake because I ride her so I can eat them. J

 How can our readers connect with you?

Contact me anytime at ali@roi-communications.com or via LinkedIn: https://www.linkedin.com/in/aliatkison/. And if you would like to learn more about how I can help you or someone you know, visit my website: www.roi-communications.com