The Most Inspirational Woman in Business to look out for 2023 January2023

Beverly Flaxington Co-Founder and Principal The Collaborative

Expanding the Horizons with Remarkable Qualities

Editor’s Desk

AbhishekJoshi AbhishekJoshi

Leadershipskillsarepivotalintoday’shigh-tech

industry.Whetheryourunyourownbusiness,lead awholedepartment,manageasmallteam,oraim togetapromotion,beingagoodleaderwillhelpyouthrive. Rapidchange,risingmarketopportunities,andnew customerneeds–allthetime–aretheonlyconstantsinthe techindustry Thismeansthatforyourorganizationto remainwhatitisnow,youneedtoadaptconstantly You needtothinkofnewwaystodothingsquickly

Youarenotjusttryingtofigureouttheworldthatsurrounds youbutalsoattemptingtodeterminewhoyouareandwhat yourroletrulyiswithinyourorganization.Thedigital worldanditsconstantchangesactivelychallengeyour perspectiveandsenseofself,butdon’tletthesedynamics affectyou.Ofcourse,thisecosystemdemandscontinuous adaptation,butgoodleadersaregenuineandtruetotheir beliefs.Eveninchallengingsituations.

Clearcommunicationisanon-negotiableskillforbeinga goodleader,especiallyinthetechworld.Atsomepoint, youwillneedtoexplaintechnicalmessagestonontechnicalpeople,transfercomplexideasfromoneteam membertoanother,orsimplifyanintricatevisiontoyour wholeteam.Whenyouneedtodoso,clearandconcise communicationwillbeyourbestally.

Effectivecommunicationisnotonlyabouttransmitting informationbutalsoaboutinspiringandcoachingothers.It isaboutbeingabletolistento,andcommunicatewith,a widerangeofpeopleacrossroles,geographies,social identities,andmore.Somecultures,forexample,expect explicit,specificmessages,whileotherstendtorelyonthe contextbetweenthelines.

Workinginthehigh-techindustryrequiresquiteunique leadershipskills.Embracingthejourneyoftheinfluential

personalitieswhoaretransformingthemodernbusiness arenawiththeirexceptionaltraitsandinnovativeideas, InsightsSuccessfeaturestheenthrallingstoriesofsuch staunchleadersinitslatestedition,“TheMostInspirational WomeninBusinesstolookoutfor2022.”

Flip through the pages and have a delightful read!

Cover Story

BeverlyFlaxington

Understanding Human Behavior to Elevate Businesses

O N T E N T S

W men The Most Inspirational in Business to look out for 2023

FeaturedPerson

BeverlyFlaxington, Co-founderand Principle

FathimaEbrahim SeniorManager Marketing

HayleyBohan Owner

Brief CompanyName

TheCollaborative ForBusinessDevelopment the-collaborative.com

LiquidIntelligent Technologies liquid.tech

MarketingOnPurpose marketingonpurpose.ca

LaurelFarrer CEO

RosamundTagel Founder&CEO

DistributeConsulting distributeconsulting.com

BeverlyFlaxingtonisabestsellingauthor,founderofThe Collaborative,collegeprofessor,speaker,andbehavioral expert.

FathimaEbrahimisaninspirationalrolemodelforherteam andmanyaspiringwomenleaders.

HayleyBohanistheFounderofMarketingOnPurposewhere sheteachessmallbusinessownershowtobuildtheirmarketing strategies.

LaurelFarrerisaninternationally-renownedthoughtleaderon thetopicofremotework.

GlowConcierge glowconcierge.ch

UnderRosamund’sleadership,GlowConciergehasapresence invariouscantonsalloverSwitzerland.

CoverStory

BeverlyFlaxington

Understanding Human Behavior to Elevate Businesses

We drive business growth with human behavior-based training, coaching, and marketing services.

Flaxington Co-Founder and Principal The Collaborative

Beverly

Withanentrepreneurialzealthatarrivedwhenshe wasatherpeakinherjob,BeverlyFlaxington followedherheartandco-foundedThe Collaborativewithadrivetogrowbusinessesbygaining humanbehavioralinsights.Themagichappenedandisstill goingstrongwithover25yearsintheindustry,helping numerousfirmsachievetheirgoals.

TodayBeverly,astheorganization’sPrincipal,iskeenon achievingbusinessresultsthroughunderstandinghuman behavior.Knownforherdistinctiveandproactive perspective,Beverlyhaschangedthelandscapeof businessesbyallowingclientstobringtheirteamstogether totrainthemtocommunicateeffectively,worktogether seamlessly,andproduceresults.

Asidefrombeingabusinessdevelopmentandmarketing authority,BeverlyisalsoaGold-Award–winning& bestsellingauthor,internationalkeynotespeaker,and collegeprofessor.

TheHumbleStart

Afterkickstartingacareerinfinancialservicesasahighschoolstudentworkingforabank,Beverlyheldnumerous positionsandworkedfull-timetoputherselfthrough collegeandgraduateschool.Aftergraduatingwithher MBA,shebelievedthatshewantedtobeinHuman ResourcesandtookajobasanExecutiveRecruiter,later realizingthatthisjobwasmuchmoreaboutsalesthanHR. Beverlykeptlearningoneverycurveandconsideredherself fortunatetobehiredbyherclient,oneofthebiggest insurancecompaniesintheUnitedStates.Sheheldmany rolesintheinvestmentsector,includingrunningadivision, overseeingaturnaroundproject,andcreatinganewproduct offeringwithinasubsidiarycompany.

OvercomingHurdlestoCreateDisruptingImpact

Beverlyreminiscesaboutwhenshequitherjobandher fathertoldhershewasafailure; “He believed I was walking away from a great opportunity to have a successful long-term career making loads of money.”

Intheearlyyearsofherbusiness,Beverlyandherthenpartnerfacedmanyleanmonthstryingtofigureouttheir focalpointtogeneratebusiness.Duetothetragedyofthe 9/11attacksandthestockmarketcrashof2008,Beverly witnessedherclientslosingtheirlivesandexperiencing devastatingeffectsontheirbusinesses.Herpartnerlefton badterms.Beverlysoughtpeopleshecouldtrusttogrow herbusinessovertheyears. “Finding team members with the skills and having similar values to mine was a

challenge, and I am thankful now to have a fabulous, experienced team I trust and work well with,” adds Beverly.

Whileovercomingchallengesateverycorner,Beverly alsostartedspreadingthemessageabout “The Human Factor” severalyearsbeforeitwasthe popularthingtodo,followingherpassionfor focusingonthehumanelementandincorporating itintoalldecisions,planning,andgoals.

BeverlybecameaCertifiedHypnotherapistwhen shewasatacorporatejob,andshewouldtryto blendtheideasofunderstandingthemindand howpeoplethinkandmakechangeswithher corporaterole.Shesays, “At that time, I had to keep the two separated, but now it is a hot topic, and many businesses realize the importance.”

“I have two patents for unique ways of solving succession planning for advisors, and several trademarked approaches that include understanding other people. I have also written several books incorporating this focus,” Beverlyexplains.

OfferingDistinctiveSolutionswithFlexibility

TheCollaborativeisprimarilyatraining,consulting,and coachingfirmdedicatedtothefinancialservicesindustry,

The Collaborative is primarily a training, consulting, and coaching firm dedicated to the financial services industry, working with financial advisors, institutional investment firms, retirement providers, and banks.

workingwithfinancialadvisors,institutionalinvestment firms,retirementfirms,andbanks.Theorganizationworks withindividuals,coachingthemtohelpthemreachhigher levelsofeffectiveness;withteams,tohelpthembecome efficientandeffective;andwithwholefirms,onchange managementinitiatives.TheCollaborativeisgrowthfocusedandutilizesitsproprietarytoolstohelpclients makechangehappen.

TheCollaborativehasbeenavirtualteamformanyyears. Beverlyasserts, “We started with our own office and learned we could be more efficient and responsive working from our homes. We allow our team members to do whatever is needed to serve our clients best. I also work to align team members with things they are good at and passionate about. I believe in being flexible to ensure people are doing jobs they enjoy.”

TheCollaborativeutilizestechnologyforcommunication, eitheronscreenorviaphone.Thecompanyputits proprietarysalestrainingonatechplatformyearsbefore thepandemichit,becauseitwantedtoalloweasyaccess fromanywhereforanyone.Theorganizationhaschange managementtools,suchasitspersonalSHIFTprocess,that areentirelyvirtualviaonlineandemail. “We are always trying to find the best ways to deliver information and ideas to prospects and clients in the most digestible and easiest ways,” saysBeverly

PlanningAhead

Beverlyexpectsthenextsignificantchangeinbusiness managementwillbetheacquisitionanddevelopmentof talent!ThepandemicandtheGreatResignationthat followedithavechangedtheenvironmententirelyfor companieslargeandsmall.Recruitinggoodtalentthatfitsa company’scultureandtheteamwillbeincreasingly

challenging.Oncethetalentisrecruited,ensuringagood onboardingprocessandtrainingpeopletoknowhowtodo theirjobswillbecritical.Shementions, “I also think companies must look more at aligning values with the work. What does the working parent need from their employer? How can employers offer flexibility to those team members dealing with an aging parent? What about team members who want to move around during the year? How can they accommodate that lifestyle? How can employers help with childcare and lifestyle changes?”

Firmslargeandsmallwillhavetobecomemuchmore creativeandfocusedontheneedsoftheiremployees.

OvertheHorizon

Beverlyaimstosellormergethefirmwithamore extensivetrainingorganizationtoachieveeconomiesof scaleinwhattheydo.TheCollaborativewonthe WealthTechAwardfor“BestTrainingSolution”in2022. Shebelievesthatherfirmoffersthepremiertraining experienceinthemarketplace.Sheexpresses, “We are always told ‘I’ve been through lots of training but nothing as good as what I have received from your firm’and I would like to get this material and these tools out to more people.”

Inaddition,TheCollaborativehashadmanycaseswhere theyarereferredoutsidethefinancialservicesindustry.Its approachissuccessfulineverysituation;thus,Beverly wouldliketoexpandherfirm’sreachintoothersectors.

Beverlywouldliketoseethechangemanagementprogram, theSHIFTModel,bedistributedonaretailbasis.Itisa greatmodelforhelpingpeoplereachtheirgoalsandmake changehappen.Shefeelstheneedtofocusongettingthis outintothemarketplace.

SharingthePearlsofWisdom

Beverly

Beverlyadvisesthenextgenerationofaspiringbusiness leaderstobelifelonglearners.Shesays, “Soak up information and knowledge wherever you can. Take the job you might not want long-term, if it gives you a chance to learn something new. Even in situations where you might dislike what you are doing, or the people you are working with, look at every opportunity as paid learning. You never know when something will lead to something else that will be a good situation for you.

“Very importantly, keep your relationships and value the people you can engage with in every situation you work in. Everyone has a story, and everyone has something to share. Figure out what that is from everyone you meet with,” Beverlyconcludes.

and her partner faced many lean months trying to figure out the focal point to generate business.

At Liquid Intelligent Technologies, we believe that every African should be connected and not left behind.

FathimaEbrahim, HeadofMarketing

Fathima Ebrahim

Resolute Leader Exhibiting Proficiency

Voyagingthroughapaththatyoufeelisright sometimesmaynotbethesameasyouthought and,inturn,canleadtosomethingotherwise. However,itwillsurelyserveasadirectionleadingtoa righteouspath.Ifacourseorientationispresentedas fulfilling,oneshoulddefinitelybefrolickedtotakeastance onundergoingthetrajectory.Onewayortheother,itwill surelyleadtotheultimatepurpose.

ThisiswhatexactlyhappenedtobusinessleaderFathima Ebrahim.Fathima,HeadofMarketingatLiquid IntelligentTechnologies,SouthAfricaventureddeepinto variousopportunities,butintheend,shelandedon dedicatinghereffortstosomethingsheismostpassionate about.

Shestartedonaverydifferentpaththantheonesheison now,butvariouspathsconnectedthemselvesandledhera routetobecominganinfluentialleaderinMarketing.She venturedintovariousfieldstillshefoundtheonepursuit thatabsolutelyhighlightedherpassionandpurposeasa whole.

ThispassionofFathimaledhertobenominatedasoneof the50LeadingLadiesinCorporateAfricainMay2021, andshewasnamedoneasthe700MostinfluentialAfricans intheWorldin2022.Sheislookeduponbymanyfromthe industry,andFathimatirelesslyprovidesguidancethrough herexpertisetothosewhoseekit.

Toexploreherjourneyofscalingsuccesstothetopin MarketingandRelationshipManagement,InsightsSuccess hadaninterviewwithFathima.

Below are the highlights of the interview: Fathima,brieflydescribeyourprofessionaljourneyup untilnow.

Myfirstjobstraightoutofuniversitywasactuallyworking withmydad.Duringthistime,Ilearnedbusinessethicsso, basically,theinsandoutsofabusiness.Ispentfiveyears hereandthenmovedtoanothercitytobecomeacollege principal.

Thiswasaseven-yearstint,andIhadover1000+students; asaresult,therewasalottocarryonmyshoulders.Itwas duringthistimethatIrealizedIwantedtobeinmediaPR andcommunications.So,,Imovedtothemediaworld, wheremostpeoplethoughtIwascrazy.

Butmyloveforthesesectorshasonlygrown.Sincethen,I havespenttimeworkingwithsomeofthebestbrands,both nationallyandinternationally.Imovedontoworkfor MultiChoice,apay-tvplatforminAfrica,andspentten yearslearningaboutthebroadcastingindustryfroma communicationsandproductperspective.

ThereafterImovedontoagencylife,andasusual,IguessI dothingsinreverse;sincemostpeoplemovefromagency tocorporate,Ididittheotherwayaround.AllIcouldsayis thatthiswasliterallybaptismbyfire,butthisexperience wasdifferentasitwassuchahugelearningcurveyetagain becauseIworkedwiththebest.

InApril2021,ImovedtoLiquidIntelligentTechnologies, SA,andI'mcurrentlytheheadofmarketing.Iamsupported bythebestleadersandhavetoconstantlyensurethatthe brandstandsoutfromtheclutter AndIlovethefactthatwe continuouslyhavetocreateanengagingrelationship betweenthebrandandthecustomer

Whatchallengesdidyoufacealongtheway?

Thechallengesweremany.Fromabrandperspective, you'realwayslookingfornewwaystoensurethatyour brandandcompanycreatesloyaltyandcampaignsthat createamemory

Fromarelationshipperspective,oneisalwaysdealingwith differentpeoplewithvariouscharacteristicsandpersonalities,andsometimesyougetintertwinedinbothsituationsin ordertosufficebothaspects.Youhavetolearn,especially asaleader,howtodealwithdifferentpersonalitytypesso thatyoucreateharmonywithboththeaspects,yourand theirworkspace.

Challengesalsoincludedknowingwhentohavebrave conversationsbecausethisultimatelymeantthatbothyou andtheotherpersonorpersonsactuallygrowfromthe experience.Itismybeliefthatnomatterwhatthesituation is,especiallynegative,youhavetofindthepositiveinit andlearnfromitandnotwasteanyopportunity

WhatsignificantimpactdidyoubringtotheMarketing industry?

ForbrandsandorganizationswhereIworkedinamarketingrole,Ialwaystriedtobringout-of-the-boxideas becausewearealllookingfornewwaystoimpactour audience.Itriedtodosobyconstantlylearningand keepinganeyeonotherbrandsaswellashowthey differentiatedthemselveswhilealsoalwaysensuringto keepupwithindustrytrends.

Whatisyourtakeontechnology'simportance,andhow areyouleveragingit?

Weallunderstandtheimportanceoftechnologyandhowit canbeutilizedforthegreatergood.Manyliveshavebeen positivelyimpactedbecauseofwhattechnologycando;for example,peopleinruralareascannowliterallyreceive medicationviadronedelivery.

Especiallyduringcovid,Ithinkourrelianceontechnology becameevident,howstudentsinteractedwithteachers virtually,andhoweveryworkworkforcebecameavirtual one.Thesecouldhavebeenadverselyaffectediftechnology werenotassophisticatedasitiscurrently.

AtLiquidIntelligentTechnologies,webelievethatevery Africanshouldbeconnectedandnotbeleftbehind.Thisis allpossiblebecauseofthepoweroftechnology,andthe wayitcanchangelives,andthemindsetofgreatvisionaries.

WhatwillbethenextsignificantchangeintheMarketingindustry,andhowareyoupreparingforit?

Changeisanexemplarypartofanevolvingprocess,asit

ensuresthatwedonotremainstagnantandthatwealways lookforthenexttrendtoincorporatethenexthype. However,Ibelievethatanymarketermustremaincognizantofthebrilliantbasics.Wehaveseentheworldof robotics,theworldofaugmentedreality,andvirtualreality Ithastakenoffinsomepartsoftheworld,andotherswill followforsure.

Therewillalwaysbeanewsomethingandanextnew trend,butwemustalwaysrememberthatonesizedoesnot fitall.Thatdespitechangesintheindustry,traditional mediumsmaystillremainrelevant,andforustoknow whenandhow,orwheretoimplementthesechangesis crucial.

Whatareyourgoalsintheupcomingfuture?

IlovethefactthatatLiquidIntelligentTechnologies,we wanttoensurethateveryAfricanisconnected;itmakesme proudtocarryoutthismissioneveryday,nomatterhow smallorbigmycontributionis.

Inthepastfewyears,throughcollaborationwithmany foundations,Ihavebecomeamentortoentrepreneursand alsotothepeoplereachingouttometolearnmoreabout communicationsandmarketing.Ihopetocontinuetogive backinthefuture,asIbelieveweshouldnotbemiserly whenitcomestosharingourknowledgeandskills.

Whatadvicewouldyouliketogivethenextgeneration ofaspiringleadersventuringintoyourniche?

FewwordsthatIwouldliketodedicatetowomenisto ensurethatyouarethepersonwhoisfixingthecrownof anotherwomanandnotthatwomanwhoispullingher down.

Apartfromthat,Iunderstandfortheyoungergeneration thattheirmindsetisverydifferentthanthatoftheirparents andgrandparents.Theycansometimesfeelthatworklifeis aninflictionandthattheycangetawayfromitratherthan thinkofwhatitcangivethem.

AllIwouldliketosayisthatperhapsIamold-fashioned, butIwasalwaystoldtobelievethatyourworkisyour breadandbutter.So,respectwhatitdoesforyou.Iamnot sayingtobeaslaveofyourworkbutsurelybepassionate aboutwhatyoudoandyourworkenvironment.Thenyou willloveeveryminuteofit,andthenitisalsosaidthat whenyoulovewhatyoudo,thenitisnotreallywork.

Why LearningNegotiation is for ImportantLeaders?

Wanttobealeader?Thenyou'regoingtoneedto getpeopletofollowyou.Coincidentally,the waytodothatisbybrushinguponyour negotiationskills.Thetwoskillsgohandinhand,afterall, ifyou'vegotfollowers,it'sbecausepeopleareagreeing withyourproposedwaysofachievingagoal.Howdoesa greatleaderdothat?Byusingthesameskillsthat negotiatorsuseeverydaylikelistening,demonstrating empathy,communicatingeffectively,andbymaintaining composureunderstress.

It'sStartswithListening

It'shardtogetpeopletofollowifyoudon'tknowwhat's goingonwiththem.Whatmakesthemtick?Howarethey operatingonadailybasis?Whataresomeofthechallenges thattheyencounter?BackwhenIwasinmyearlysales dayswhenIworkedinmanufacturing,Igottospendalot oftimeontheroadinstorestalkingtostoremanagersabout theconditionsintheirstores.Iwasfortunateenoughtogo ontheroadwithsomeofthemostseniorleadersinmy globalorganizationandIgottowatchthemstopinthe aislesandtalktocustomersaboutwhytheyboughtcertain beautyproductsoverothers.Ilearnedanimportantlesson thatdaythatIcarriedwithmeforyearstocome.Ifyou're comingupwithproposals,products,ideasforsomeone,

unlessyouknowwhythey'remakingthechoicesthatthey doyoumaybetryingtoleadfolkstoaplaceinwhichthey havenointerest.

EmpathyisaPre-requisite

Mostpeopleconfuseempathizingwithagreeing.It'ssimply amatterofbeingabletoputyourselfinsomeoneelse's shoes.Onceyouunderstandwherethey'recomingfromand howtheythinkonlythencanyoucomeupwithawayto leadthemwhereyouwantthemtogo.Greatnegotiators understandtheneedtoframethingsfromtheotherparty's perspective.Wanttogetaraise?Youknowthereasonyou wantitistohavemoremoneyinyourpocketbutwhat'sin itforyouremployer?Accordingtostudies,anemployee whofeelsvaluedisamoreproductiveemployeeandthat meansbetterresultsandprofitsfortheemployer.Beingable toframeitupthatwayallowsyoutogetwhatyouwant whilemakingit(somewhat)appealingtothem.Ifyou'rea leaderwhowantspeopletochangebehaviorandadopta newprocess,takeamomenttowalkinyourteam'sshoesto frameitinawaythat'sgoingtohelpthemfindapathto yoursolution."Iknowitmayseemlikethisnewprocess maytakelongerbutwe'llshowyouhowitwillsaveyou fromansweringazillionmoreemailsoverthecourseofthe nextfewmonths."Peoplewanttobeacknowledged,and

About the Leader

Author of HarperCollins’ Say Less Get More: Unconventional Negotiation Techniques to get what you want, Fotini Iconomopoulos empowers audiences all over the world through her expertise in negotiation, communication and persuasion. Business executives partner with her to achieve their business goals and create a competitive advantage with negotiation consulting and training. Fotini occasionally returns to the classroom as an instructor of MBA Negotiations at the Schulich School of Business in Toronto. In addition to her features on TV, media and outlets including CNBC, Forbes and Harvard Business Review, Fotini’s book has received critical acclaim and she has been recognized with multiple awards including a 40 Under 40 award.

oncetheyhavethatthey'remoreopentolisteningtoyour proposalinsteadoftuningyouout.Acknowledgement doesn'tmeanagreement,it'sademonstrationofhumanity whileyoucanstillmeetyourobjectives.

CommunicateCarefully

There'sareasonInamedmybook "Say Less, Get More" andit'sbecausegreatnegotiatorsareconsideredaboutwhat theysayandhowtheysayit.Theysaylesstotakethetime tolistenandcontemplatethemosteffectivewaytoexpress theirideas…They'renotfulloffillerslike"Ithinkmaybe thismightbeawayto…"asthosewordscanleadtodoubt fromthelistener.Ifyousoundlikeyou'redoubting yourself,they'regoingtostartdoubtingyoutooandgood luckgettingpeopletofollowyou.Instead,leaderschoose wordsthatareclearandsuccinct:"Thankstosomestudies onthematter,we'vedecidedtorolloutthisnewprocedure." Lessdoubtalsomeanslesspushbackandalotlessdamage controltodealwithlater.Theorderofinformation presentedisalsocritical,asstartingwithcredible positioningoracknowledgmentwillengagetheaudience andgetheadsnoddingbeforeyouevenmaketheproposal inquestion.Whenyousaylessbycommunicating

effectivelyyoucanminimizeresistanceandgetalotmore valueoutofyourinteractionswithyourfollowers.

MaintainingComposureisCritical

Whenthingsareeasyleadersgettocoast.Butwhenthe goinggetstougheveryonelookstotheirleadersfor examplesofhowtohandlethestress.Ifleadersfreakoutor throwatoddlerstyletempertantrum(ithappens)then othersstarttofollowtheirleadtoeveryone'sdetriment. Negotiatorsfacestressfulmomentsallthetimeandthey pausetosaylessandmaintaintheirself-control.During stressfulmomentsit'stemptingtosuccumbtotheinstinctto react,howeverit'sthatabilitytopauseandstaypoised beforespeakingthatallowsonetomakebetterdecisions andcommunicateeffectively.It'sinthosemomentswhere leadersneedtodigdeepandusethoselisteningskillsand empathytoresolveconflictanddemonstratethestability thattheirfollowersneedtocarrythemthrough.

Usingtheseskillswillnotonlyhelpyouthroughthehigh stakesnegotiationsIhelpmyclientsthrough,they'llalso helpyouintheeverydaynegotiationsthatbringyour followersdailystepsclosertometingyourgoals.Taking thetimelistenandsaylesswillcertainlygetyouandyour followersawholelotmore.

dothesamewithherventure

apathtowards herdreams, helpingentrepreneurs to MarketingOnPurpose

Hayleyisimpactingthemarketingworldbyteachingsmall businessownershowtobuildtheiruniquebrand-worthlovingmarketingstrategiesthatresultinrevenuegrowth. Herdedicationtosmallbusinessesprovestobeparamount inbuildingbrandsthatcustomerscanfallinlovewith.

InsightsSuccesscaughtupwithHayleytoknowhowher contributionsturnthetidestolaythefoundationofa thrivingbusiness.

Below are the highlights of the interview:

Briefouraudienceaboutyourjourneyasabusiness leaderuntilyourcurrentpositionatMarketingOn Purpose.Whatchallengesyouhavetoovercometo reachwhereyouaretoday?

I'vebeenmarketingmyentirecareer Aboutnineyearsago, IwasinwhatIthoughtwouldbemydreamjob,traveling forcommercialshoots,radiorecords,andfocusgroups.But Iwasreallyconflicted.Mychildrenwereyoung,andIwas missingthem,soIquitaftermuchdiscussionwithmy husband.Iwassohappytohavemoretimewithmy childrenbutfeltapartofmyidentitywasgone.Afterafew months,Istartedworkingfromhomeforafriendwho ownedasmalltechnologycompany Thiswasoneofthe firsttimesIworkedwithasmallbusiness,andIreallyliked theagilityandflexibleworkschedule.Afteraboutfour years,Iventuredintoentrepreneurshipformyself.Istarted MarketingOnPurposeattheendof2017tohelpsmall businessownerscreatebrandandmarketingstrategiesto leveluptheirbusinesses.

TellussomethingmoreaboutMarketingOnPurpose Inc,itsmission,andvision.

I'vealwayswantedwhatIdidtomatterandtomakea positiveimpactintheworld,sowhenIstartedMarketing OnPurpose,Ibuiltthatpositiveimpactintothefiberofthe business.Myvisionisformorebusinessestostepupand createmorepositivechangeintheircommunities,in society,orintheworld.Entrepreneursarethedoers;they arebrave,theyareinspiring,andIbelievetheycantruly changethingsforthebetter.So,Ibuiltaprocessforthemto buildabrandstrategythatincludesastrongpurposebeyond theirproductorservice-weavingpositivechangeintotheir businessesaswell.Mygoalistobethecatalystforwaves ofpositivechangewitheverybusinessweworkwith.

Enlightenusonhowyouhavemadeanimpactinthe marketingnichethroughyourexpertiseinthemarket. Iwasataconferenceaboutayearago,andthespeakerasks aroomofentrepreneursiftheythinkmarketingis"sleazy." Ilookedaround,andeveryone,exceptme,raisedtheir hand.Iwassurprisedandsad,consideringIspentmywhole adultlifeasamarketer.Butatthatmoment,IknewI neededtochangethewayentrepreneurslookedat marketing,andIneededtobecomeabiggeradvocatefor moreintegrity,transparency,accountability,and authenticityinmarketing.I'veaddededucationabouthow tomarketwithintegrity,andI'vebuiltthebrand-worthlovingprocesstoincludemakingbrandsmattermoreand beingmorereal,Ofcourse,ifabusinessownerthinks marketingisabadthing,theywon'tdoit,andsadly,no marketingoftenmeanstheydon'treachtheirgoals.And,if theydon'treachtheirgoals,itwillimpacttheirabilitytodo goodintheircommunitiesandinsociety.

Aworld where people pursue their dreams is a better

world” iswhatHayleyBohanbelievesasshepaves

Imagine the beauty we'd create if companies everywhere strived to matter more.

Enlightenusonhowyouaremakinganimpactfor smallbusinesseswithyourmarketingexpertise. Manysmallbusinessownerscannotaffordtohire senior-levelmarketingprofessionalstohelpdefinethe brandandmarketingstrategiesfortheirbusinesses.They oftenhireone-offserviceslike"buildmeawebsite,"orthey tryitontheirown.Iamtryingtoeducatesmallbusiness ownerssotheyhaveastrongbrandstrategyandoverall marketingstrategythattheycanexecutethemselvesor outsource.Iworkwiththemonthestrategicfoundationof theirmarketingsotheycanstopwingingit.Whenbusiness ownersstartwiththefullpictureandhaveastronger understandingoftheircustomersandbrand,theirmarketing willbeeasier,andtheywillgetbetterresults.

Ifgivenachance,whatchangewouldyouliketobring intheeconomicdevelopment?

Smallbusinessescanreallyhelpfueleconomicgrowthin communities,butthestatsarenotintheirfavor.Manyfail inthefirstyear.I'dlovetoseemoresupportforsmall businessowners.InNewBrunswick,whereIlive,thereare manyopportunitiesforsupportandnon-repayablefunding. Itwouldbegreattoseemoreofthat.Thefirstlevelof supportsmallbusinessownersneedfromamarketing perspectiveisstrategic.Let'steachtheownersabout buildingtheirbrands,reallyunderstandingtheircustomers andtheiroverallmarketingstrategybeforeweuseallthe availableresourcesandgrantsonexecution.Thestrategy mustcomefirstinorderfortheexecutiontobeeffective. That'sthechangeI'dliketosee.

Wheredoyouenvisionyourselftobeinthelongrun andwhatareyourfuturegoalsforMarketingOn Purpose?

I'dlovetogettheBrand-Worth-Lovingmethodouttomore andmorebusinessowners.Notonlywillithelpthembe moreeffectiveintheirmarketingeffortsbecausetheywill beworkingfromaplaceofclarity,butaBrand-WorthLovingrequiresanauthenticconnectiontoagreatergood thatthebusinessownerwantstoworktowardsoutsideof theproductorservicetheyoffer,andacommitmentto follow-through.Asmorebusinessownersadoptthistypeof brandstrategyfortheirbusinesses,themorepositiveimpact wewillcreateinaworldthatcoulduseit.Ihaveabook andaDIYcoursecomingoutthisSpringsoitwillbemore economicallyfeasibleformorebusinesstolearnaboutand adoptthisuniquestyleofbrandstrategy.

marketingonpurpose.ca

Farrer Founder, and CEO Distribute

Laurel

Thequotegoes, "The tree that bears fruits gets the

most stones thrown at it," whichprecisely resemblesLaurelFarrer's15yearsofefforts whenshefoundedDistributein2018.Aheadofitstime, Distributeusedthebenefitsofremoteworktosolve businessconcernsthatextendedintoeveryindustryand community.Laurelwaspubliclymockedbybrandslike Google,Slack,andLinkedInforheradvocacy;however, thetablesturned,andtoday,workingfromhomehasbeena globalnormsince2020.Themockersarenowironically marketingtheirsupportforflexibility

Laurel'sforesightisoftenpraised,butshecameacross severalchallengesthatpushedherforward,makingherone oftheinfluentialwomenworldwide.AstheCEO,Laurel leveragesthepowerofworkplaceflexibilitytoimpact businessoperationsandsocioeconomics. Diveintoheruprisingstory!

ThePointed-OutNorm

Remoteworkwasn'talwaystheviral,excitingtopicitis now.Laurel'sdecisiontoopenabootstrappedconsultancy exclusivelyinthisnichewasperceivedasanirresponsible risk.Butnowthatthereisglobaldemandforherexpertise, itaddstoherexistingchallenges.

Laurelshares, "My small business is thriving for its size but is in direct competition with the largest consultancies in the world — multi-billion organizations with enormous workforces and unlimited funds. It's surreal to be in proposal negotiations, and the client says, "We're trying to decide between Distribute and Deloitte. Why should we choose you?" I think we'll be fighting this David-andGoliath battle (and the imposter syndrome that comes along with it) for a long, long time.”

HarnessingVirtualWorkforce

Distributeisaninternationally-renownedmanagement consultingfirmandthinktankpioneeringtheconceptof virtualorganizationaldevelopment.Itsservicesempower businessandgovernmentleaderstostart,strengthen,and leveragevirtualworkforcestosolvecorporateand socioeconomicpainpoints,suchasworkforce discrimination,jobaccessibility,businesscontinuity,talent retention,workforcediversity,economicdevelopment, companyprofitability,andenvironmentalsustainability.It operatesthroughchangemanagementconsulting,content development,andoperationsanalysis.

DentingtheUniverse

Laurelstatesthatresistancefrommid-levelmanagementis

thenumberonebarriertosuccesswhenadoptinga workplaceflexibilitymodel.Itisbecausemanagersoften feelsmashedinbetweenthedemandsoftheirteam membersbelowthem(whowantmaximumlevelsof flexibility)andseniorleadershipabovethem(whoare concernedaboutthefinancialimpactsofworkplace transformationontheorganization).

Bothpartiesarelookingtothesemanagerstoprovide solutionsandguidethecompanythroughthechange managementprocess,butthereisnotrainingonhowtodo it.Thus,theynaturallyfeelstuckandoverwhelmeduntil theyfinallyreverttothefamiliarandcomfortable— workinginanoffice.

AtDistribute,theteambelievesthatforsustainable workplaceflexibility,it'sessentialtoequipalllevelsof leadershipwithcomprehensivetrainingonvarioustopics. Fromobservingworkingstylesandnon-verbalbehaviorsin virtualteammembers,tomeasuringproductivitybasedon resultsinsteadoftime,buildingtrustwithoutspendingtime together,reducingmeetingvolume(topreventtheinfamous "Zoomfatigue"),andmuchmore.

AstuteTechnologicalClout Laurelexpressesthatconsultingisaninfamouslyexpensive andchallengingbusinessmodeltoscale.Sheadds, "As a bootstrapped, lean small business, we knew that we would have to break tradition to meet the overwhelming demand for remote work expertise." Thus,Distributechallengesand analyzestraditionalconsultingmethodstofind opportunitiesfordeliveringcontentasynchronouslythrough variousmediumsthatinclude:videomessaging,automated analysistools,templatingresourcesinclouddocs;allof whichenablelessdependencyonhumancapitalandinpersonservicesdeliverytofuelmoreefficientscaling.

WavingtheMagicWand Laurelknowsthatremoteworkisarevolutionary opportunitynotonlyforbusinesses,butforcommunities too.Theriseofdistributedbusinessescanturntraditional

Remote work isn’t about pajamas and convenience, it’s about power and choice.

“ “

economicdevelopmentonitshead.Historically,economies growbasedonworkersmovingtoplaceswherejobsare available."Butnow,withworkplaceflexibility,”shesays, “wecanreversethatandbringstablejobstoworkers, wherevertheyare.I'vehelpeddesignincredibleprograms withgovernmentsanduniversitiesaroundtheworldthat haverescuedghosttownsandisolatedcommunitiesfrom economiccollapse.”

Laurelcontinues, "I think that this is what makes me a true pioneer — not only that I'm helping to carve the path for a new industry, but that I am a first-hand example of what I advocate. I am proof that the virtual business world can offer unprecedented opportunities for diversity and inclusion — it's where a young, rural mother can have an international voice and make a global impact with nothing more than a $100 laptop and free wifi at the library.”

ExpectingShiftingTides

Laurelmentionsthatworkershavegatheredtogetherina singlelocationsincetheIndustrialRevolutiontoproduce resultstogether.Everythinghumankindknowsabout businessandteamworkisbuiltonthefoundational assumptionthatpeoplewillbetogetherastheycollaborate. Eventheconceptofamanagerisbuiltontheobjectiveto supervisetheproductionprocessphysically.So,now,with theriseofhybridworkplacemodelsanddistributedteams, peoplehavehundredsofyearsofunlearningtodoinorder tooperateinawaythatisn'tdependentonproximity.She asserts, "Every professional in the world has the challenge of understanding that work is something we do, not somewhere we go. Here at Distribute, we're helping business leaders adopt that new mindset and transform their operations to be as flexible and location-independent as their staff.”

AboveandBeyond

Distributeisdoingphenomenalworkasaconsultingfirm. However,theworldneedsmorethanmanagementtraining

andchangemanagementresourcestobuildastrong foundationforthenewnormalofhybridworkplacemodels andlocation-independentworkforces.ItwouldbeLaurel's dreamandhonortoexpandherbusinessintoa comprehensiveinternationalthinktank—asourceof research,training,books,andsoftwarethatteachesthe worldaboutthepowerofvirtualorganizational development.

Hey!Here'saPieceofAdvice

Topreventsomepainpointsofbuildinganewbusiness, Laureladvisesaspiringentrepreneurstostartwithpersonal experience.Sincetheglobalriseofworkingfromhomein 2020,shewatchedhordesofambitiousvisionariesseethe "goldmine"valueofremoteworkandtrytoeagerly capitalizeonitwithflashyproductpitchesandbusiness proposals.However,theirideaswerehollowandinflexible becausetheyhadneverexperiencedthepainandstressof solvingtheseproblemsthemselvesfirst-handasthe managerofadistributedteam.Shesays, "Ambition alone means you can't sympathize with the client, so it compromises the credibility of someone’s expertise and their ability to deliver genuine customer service. So, work in a field for at least a few years before trying to build solutions for it as an expert or thought leader."

Rosamund Tagel Curating Unconventional Services

Theysay Necessity is the mother of invention.But

wheneveraninventioniscausedbynecessity,an entrepreneurisborn.

Whatdifferentiatesanentrepreneurfromabusinessmanisa proposition.Abusinessmanembarksonanideathatis alreadytriedandtestedbyothers,butanentrepreneur createsanentirelynewventurebasedonthenecessityof themarket.

Whenanentrepreneurneedssomethingthatisnotreadily availableinthemarket,theytakemattersintotheirown handsandcreateabusiness.Becausetheyknowthatthere areotherswhowouldalsobeneedingtheservice.This measureisnotjustthebaseofcreatingasuccessful business,butitalsotakescareoftheneedsofthe community.

Doingexactlythat,RosamundTagel,FounderandCEO, startedGlowConciergebecause,asayoungmother,she didn'twanttomissoutonbeautytreatmentsandspavisits despitethelackoftimeandmobility

That'swhyshecameupwiththeideaofofferinga conciergeserviceforbeauty,wellness,andlifestyle treatments,thatonecanhaveathome,inahotel,oratthe office.Today,underRosamund'sleadership,Glow Conciergehasapresenceinvariouscantonsallover Switzerland.

InsightsSuccesshadabriefinterviewwithRosamundin whichshesharedsignificantinformationaboutherjourney andherstorybehindstartingtheventure.

Below are the highlights of the interview:

Brieflydescribeyourprofessionaljourneyupuntilnow.

HavingstudiedHistoryofArtatuniversity,myfirstjobwas asanAnalystforanoilandgasbroker,makessense,right? After5yearsinLondon,ImovedtoZurichtoworkfora familyofficeforayear,thatwas11yearsago.Istarted GlowConciergeinlate2018butitwasonlyinlate2020 thatIstartedtofocusonit.

Whatchallengesdidyoufacealongtheway?

ThreedaysafterfindingoutIwaspregnant,Ifoundoutthat mybosswasmovingthecompanytotheUS,andIwould beoutofajobstayinginZurich.Istartedworkingremotely foraUKcompany,doingsomethingtotallydifferent,sucha greatcompanywithsomuchflexibility.Itallowedmeto startGlowConciergealongsideit.Myhourswerenotyour averageof9-5,soitworkedverywellforme.

Whatsignificantimpactdidyoubringtoyourindustry?

GlowConciergewasthefirstofitskindinSwitzerland; whilethesesortsofservicesarethenormintheUSAand UK,inSwitzerland,itwastotallynew.Itisnowbecoming alotmorecommon,butforthefirstyearortwo,probably 90%ofourcustomerswereex-pats;ittooksometimefor theSwissmarkettogetusedtotheideaofsomeonecoming intotheirhome.

Tellusaboutyourcompanyanditsfoundationpillar. Istartedthecompanywithpeoplelikemeinmind,ex-pats

Glow Concierge was the first of its kind in Switzerland, while these sorts of services are the norm in the USA and UK, in Switzerland, it was totally new.

Rosamund Tagel CEO Glow Concierge

The Most Inspirational Woman in Business to look out for 2022

whoareathomeeitherbecausetheyarestillworkingfora companyintheirhomecountryremotelyorathomewith children.ChildcareisextremelyexpensiveinSwitzerland, $30anhourforababysitter,moreforanexperienced nanny,thenurserycancostupto$4,000amonthdepending onwhereyoulive,andkindergartenfinishesbefore12pm.

Suddenlyifyouwanttogoforamanicure,youhaveto factoratleast2hoursofchildcareintotheprice;withGlow Concierge,youcanhavethemanicurecometoyou.Our partnersareverycomfortablewithkidsrunningaround, nappychangingbreaks,andgeneraldisruption;this flexibilityiswhatweprideourselveson.

Howdoesyourcompanypromoteworkforceflexibility, andwhatisyourroleinit?

Allthepartnersfeaturedonthewebsiteareself-employed, sotheysettheirownhours;theycanchoosetheirown prices,choosewheretheywanttowork,andbasically choosetoworkhowandwhentheywant.Asfortheadmin side,IworkfromwhereverIhappentobeintheworld; Taya,whodealswithsocialmediaandmarketing,isfrom UkraineandnowlivesinGermany.We'vemetinpersona handfuloftimes;wespeakonthephoneaboutoncea monthbutgenerallyjustcommunicatethroughemailand WhatsApp.

Inthefuture,withmoreemployees,Iwouldhopetohave anofficeoutsideofmyhome,Ithinkin-personmeetings canbeveryhelpful,butIwouldstillofferaflexible approach;Iamnotsomeonethatworkswellinarigidsetof hours.IliketodomyemailsbeforeIgetup,thentakea fewhourstoworkout,ofcoursewithaGlowConcierge andpersonaltrainer,havebreakfast,shower,andreadthe paperbeforedoingabitmoreworkbeforelunch.

Whatisyourtakeontechnology'simportance,andhow areyouleveragingit?

Technologyisthecornerstoneofthebusiness,abooking system,andanappthatisentirelyreliantonthetechnology working.Withoutit,wedon'thaveabusiness,andwedon't haveaphysicallocation,soiftheinternetwentdown,so wouldwe!

Whatwillbethenextsignificantchangeinyour industry,andhowareyoupreparingforit?

RisinginterestratesandthecostoflivingwillI'msure, influencehowoftenpeoplebookbeautytreatments.We

haverecentlyopenedanonlineshopthatstocksthingssuch assheetmasksforafractionofthecostofafacial.Wehope toincreasethesalesofproductstooffsetthepotentialloss inbookings.

Whatareyourgoalsintheupcomingfuture?

Iwouldlovetohavepartnersinotherterritories,theUK, USA,UAE,andotherEuropeancountries.Ialreadyhave thedomainnames,andIaimtoofferthesoftwareasa serviceandfranchisetheplatform.IfIcouldchangeone thingabouthowIstarted,Iwouldbuythetechnology; startingfromscratchisveryexpensive,takesalotoftrial anderror,andtakestimetogetright;ifsomeonehad offeredmeawebsiteandappready-madethatIcanuseasa templateandjustaddmytextandimagesthatwouldhave beenfantastic!

Whatadvicewouldyouliketogivethenextgeneration ofaspiringbusinessleaders?

SomuchhaschangedsinceIstarteduniversity;itusedto bethebe-allandend,butIthinkunlessyouwanttostudy somethinglikemedicineorlaw,itcouldbebetterforyouto getmarketexperience.