We Talked to 5 Small Biz Owners About How They're Pivoting, Repositioning, and Resetting During COVID

Photo: Smith House Photo

If there’s one word we’ve heard over and over again this year, it’s pivot. 

When COVID-19 hit, small businesses were challenged to throw out the playbook and think outside the box, whether that meant pivoting to digital, driving sales through social media, or partnering with other small businesses in order to thrive.

Seven months later—with brick-and-mortar locations still temporarily closed and in-person events continuing to be canceled or postponed—it’s just as important as ever for small businesses to re-evaluate their business models, reposition their brands, and restrategize their revenue streams.

At our recent Small Business Summit presented by Mastercard, Ginger Siegel, the North America Small Business Lead at Mastercard, hosted a thoughtful discussion on how small businesses can pivot during COVID and beyond with Mattie James, the influencer behind MattieJames.com, Sonja Rasula, the founder of Care Package and Unique Markets, Marissa Hermer, the owner of Olivetta and The Draycott, Jess Rona, an actress, comedian, and the founder of Jess Rona Grooming, and Patty Delgado, the CEO of Hija de tu Madre.

Scroll on to find out how these five powerhouse entrepreneurs are skillfully navigating this unprecedented period and optimistically starting to plan for the “new normal” post-pandemic.

On experiencing COVID-induced delays or disappointments… 

“We are all human beings, and we have ups and downs, and I think all of us entrepreneurs have to be gentle and kind with ourselves.” -Jess Rona

“It’s all about your mindset as a business owner.” -Jess Rona

On practicing self-care and staying positive… 

“I focus on meditation and self-care because when you’re good, you can handle anything.” -Jess Rona 

“When I focus on the things that I do have, even if they’re teeny tiny, that is the real pivoting for me. The pivoting is actively being a puppeteer with your thoughts and pivoting into a positive mindset.” -Jess Rona

On being a DTC business in the current COVID climate…

“COVID has really pushed us to be more responsible for our own in-house production.” -Patty Delgado

“I’m really listening to the needs of my customers and adapting our business model, and all-around business decisions, based around the current climate.” -Patty Delgado

On owning and operating a restaurant during COVID… 

“It’s not just about health and safety, but trust in us—in any business.” -Marissa Hermer 

“We’re just not a restaurant. We’re a face and a family, and we care.” -Marissa Hermer  

On pivoting to digital during COVID… 

“We cultivated our community online.” -Sonja Rasula  

“I truly am a fan of email marketing, so we really cultivated our email list because those are people who have given us something of value. They have given us their email address.” -Sonja Rasula 

“We started talking to our email list a lot more and we are going to have a very specific plan for holiday months.” -Sonja Rasula 

On pressing pause and looking ahead… 

“For the last month or two, I did take a pause on doing as many things virtually.” -Sonja Rasula  

“For me, I pressed pause, so that I could really focus on what the business could look like in 2021 and start to put things into place for that.” -Sonja Rasula 

On changing your content strategy as an influencer…  

“I noticed that all we really had to shift our story and talk about home life.” -Mattie James

“I had to be really careful that I was authentic to my story and being truthful, first and foremost, but then make sure that anything I told my audience, whether it was organic content about what I’m currently doing or even in partnership with a brand, that I was really speaking to home life.” -Mattie James

“It was really important to me to make sure that I even pivoted the language I used day to day.” -Mattie James

On launching online business courses… 

“So many more people want to take online courses, want an online masterclass. Again, they are making that space to learn because people are a little bit more still right now.” -Mattie James

On making cybersecurity a priority… 

“I’ve been really active in making sure that I’m paying attention to little things like my passwords.” -Mattie James 

“We definitely do spend a lot of time working with the best third parties to ensure our customer and business safety.” -Patty Delgado 

On supporting small businesses during this time… 

“The whole idea behind Unique Markets was to feature and support small and independent businesses—designers, artists, makers—who are usually bootstrapped, independent, and own their businesses. And because we can no longer do that, I thought about how I could support all of these small businesses in a virtual space.” -Sonja Rasula

“So, I came up with this idea. My mom sends me care packages. No joke, I am a woman in my 40s, y’all, and my mom sends me care packages filled with random stuff, but it’s the thought that counts.” -Sonja Rasula

“I could take all these small businesses that I support and love and put them into a box.”-Sonja Rasula

“The idea is that everything in these care packages is curated by me or small independent businesses.” -Sonja Rasula

“This year it became very clear to me that I wanted to really help all of my fellow female founders, women-owned businesses and BIPOC businesses.” -Sonja Rasula

“Over 75% of the brands that are in all of the boxes are minority-owned or female-owned.” -Sonja Rasula

On paying it forward in the midst of the pandemic… 

“It’s been the silver lining to this pandemic for me and our teams to know that we are facilitating and have created a platform for people to give back to the heroes and front line workers.” -Marissa Hermer

“We’ve raised over $50,000 and it truly gives us such joy to be able to give back, but equally our heroes are more nourished knowing that people around the world are thinking about them.” -Marissa Hermer

“I think that community, even global community, now more than ever, when our country feels equally divided, it’s really really important.” -Marissa Hermer

“Spreading happiness now is the most important thing we can do when there’s just so much doom and gloom.” -Marissa Hermer

On being a source of happiness and joy… 

“I play with iMovie a lot and make fun videos. I’ll buy music from iTunes and tinker and play around, and tap into my creativity. If you are finding joy through that and you are getting that little fun out of that, I think people want to follow any joy right now.” -Jess Rona

“If you’re posting something that’s joyful, people will be attracted to it.” -Jess Rona 

On adapting your selling strategy… 

“Since day one, we’ve always been very digitally aggressive across every channel.” -Patty Delgado

“What has changed is our messaging. It’s really important for us to be mindful of our customer’s mental health.” - Patty Delgado

“We’ve shifted our focus from selling content to more mindful and empathetic content, and I think that’s been extremely beneficial for brand awareness and just overall brand-customer intimacy.” - Patty Delgado

On building community… 

“While the pandemic has been very intense for all of us, this has been a time where community really does just organically explode if you give people a reason to come together and congregate.” -Mattie James

On the future of in-person pop-up events… 

“For 2021, for all types of businesses, I think creating in-person experiences that can be safe and responsible are going to absolutely thrive.” -Sonja Rasula

Psst… If you’re having serious FOMO, join Create & Cultivate Insiders to get unlimited access to all of our Small Business Summit Presented by Mastercard content including video recordings of every panel and workshop download in C&C history.

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Ever Heard of a Shmask? Meet the Hybrid Mask Kids Actually Want to Wear

“I’m so motivated and so proud to make something that makes this super weird moment a bit softer.”

—Karine Nissim, Founder of Shmask

March 2020 was the month I cried myself to sleep every night. 

Between tears, death tolls, and hilarious coronavirus memes, I stewed on about what would be. On how my children's lives would irrevocably change and how ill-prepared I was to parent them in this new normal. 

It was out of despair and desperation that I wanted and needed to make this moment better for my children. I couldn't fathom mask-wearing in all its clinical glory as a reality for my family, so I created something better: the first-ever shirt with a mask attached for kids (and grownups).

It's called the Shmask! Shirt meets mask. It is super duper soft, breathable, adjustable, and just so easy to wear. 

If you know me, you know I've traveled with a pack of sanitizing wipes in my purse for the last ten years. My elaborate cleansing of all airplane surfaces around my seat is a source of embarrassment to anyone who's traveled with me.  

Suddenly, I felt validated.  

If I had a dollar for every time I barked at my children not to touch anything in a public bathroom, I'd probably have an extra $30,000.  

None of this eased my nerves. I stayed home. I quit my job as a film professor. I came up with the most elaborate routines to properly cleanse our Instacart groceries and Amazon packages. My hands were so dry that I even started to sanitize the sanitizer.  

And turns out I hate Zoom. I especially hate it when the image freezes and my four-year-old daughter walks away from the screen but all her classmates get to see me in my pajamas. Without a bra on. I really hate it when it is the only means to console my grieving cousins on the loss of their father.

I put out a question on my Instagram story.  "Would you rather send your children to school in a mask or keep them at home?" 70% opted to send them in masks. The thought was unimaginable to me.  I resolved to keep mine home. Maybe. I might miss the world though, probably. 

But then time went on, and well, it turns out I suck at being a school teacher. And, frankly, after cooking three meals and three snacks a day, doing all the laundry and dishes all the time, I'm not my most awesome self. Also, my kids needed other kids and other grown-ups who know the answers to things without asking Alexa first. Incidentally, Alexa knows a lot about space.

And then, we needed to renovate. A burst pipe left brown water stains across our ceiling which was a real eyesore in every single Zoom angle. Also, my kitchen was a relic of the ‘90s, and I couldn't fathom the idea of spending another six months home-bound cooking in that cave of a room.  

An impromptu road trip meant we were suddenly doing things well outside my comfort zone. Hotels. Shared elevators. Public bathrooms. People. Lots of people. 

The kids and their masks were such a source of stress. The little one dropped hers on the street and found it 20 minutes later with evidence of heavy foot traffic. My oldest kept playing with it despite touching every surface imaginable first. And my middle son had a habit of putting his on backward.  

Photo: Courtesy of Karine Nissim

At this point, I'm out in the world, and I'm living the challenge of required mask-wearing with three young kids. I'm experiencing how that looks for my family of five and for my in-laws who were with us.  And, it's a pain in the ass.  It could be better, so I set out to make it so.

But here's the thing: aside from pouring over every Vogue issue my mom got in the 80s, and a brief stint as an intern at Harper's Bazaar, I had zero experience in fashion. I loved it though and always have. And I knew the idea was good. So good that I was afraid to tell people who could do it faster and better than me.  

And then something supremely magical happened. I started asking "friends" on Facebook questions. 

"Are any of you in the T-shirt business?" 

"Does anyone know any patent lawyers?" 

I peppered these in-between images of my dream kitchen and asking for advice on which oven range to buy.  And you know what? People answered me! Lots of opinions on kitchen appliances, but also introductions. Offers of time chatting, getting into how they run their own business, and how I could create mine.  

I would look to my husband at night—as we clacked away on our laptops with Friends reruns in the background—and I would say, "I'm not sure what good I've done in this life, but well it's nice to know people will help me when I ask." And they did.  

My friends who have ever worked in fashion or who’s input I love would come over in the evening and sit six feet apart on my patio, in their masks, and watch my children model my first Shmask prototypes. They would chime in on the pros and cons of design.  

I'll never forget the resounding theme of one of those wonderful conversations. They all agreed: comfort trumped all. A comfortable shirt meant compliance. Compliance with an otherwise alien behavior. If it was soft, breathable, and we could hear their little voices, then they would wear it. And they wouldn’t mind. Neither would we. 

So began a slew of conversations with factories, brokers, consultants, and fabric mills. This was also a pain in the ass, and not what eight-year-old me dreamed being a fashion designer would be. 

But then my kids would hear me say that they inspired me. I called them my business partners. Mostly, they were reluctant models. But really, they are my muses. It’s their soft cheeks and little noses I want to protect. It’s all of ours. I’m so motivated and so proud to make something that makes this super weird moment a bit softer. And now I hear my kids tell their classmates in Zoom that their mom created something. Something they are proud of too. 

Shmask isn’t my first business, but it’s the first time I’ve felt so supported, not just by my family, but by a community of parents who love their children as much as I do. And as much as mask-wearing has been politicized, it’s also been required. And if it’s required, then I want the Shmask to make it easier. 

I am a woman of many ideas. Many, many ideas. My husband, also an entrepreneur, will always say, “The idea is nothing without the execution,” which is true. But, also, execution can’t happen without motivation, and that motivation was ever-present as we navigated this new normal.

So during a baffling pandemic, in the middle of a stressful home renovation, on an unplanned road trip, I developed the Shmask: a shirt-meets-mask concept that guarantees a safe and hassle-free solution for families and their kids.   

The shirt has an attached-face covering made of soft and breathable fabric with enough space in the nose and mouth area for kids to breathe and speak easily. There is a dip in the back, so it can seamlessly be worn or taken off. With the attached-face covering, Shmask helps eliminate the issue of kids complying with today's mask requirements. They can't lose it, drop it, trade it with their friends, or forget it at home. 

About the Author: In addition to being a mom of three, founder Karine Nissim, is also a three-time entrepreneur, an award-winning filmmaker, and professor and the co-founder of DogVacay (which is now called Rover, the “Airbnb for pets”). Shmask started as a passion project to help keep her kids safe during this super weird time. This is the first product of a broader line of apparel for luxe family living called Karine. Super soft clothing that solves the hard problems of our new world. Think protective layers, breathable fabrics, clothes that we can all play and work in, from pick up and drop-offs, Zoom meetings, park play dates, to workouts! You and your fam can look Insta-ready and feel pajama-party good.

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4 Small Business Owners on How to Pivot to Digital and Navigate the Future of Retail

Photo: Smith House Photography

It’s no secret that COVID is challenging small businesses everywhere to rethink the brick-and-mortar business model. With physical retail locations temporarily closed and e-commerce on the rise, it’s crucial for small businesses to pivot to digital to weather the pandemic.

In a Mastercard study of small businesses across North America, 76% say the pandemic prompted them to become more digital, with 82% changing how their business sends and receives payments. 70% say they are willing to invest in the technology required to advance their payment systems and 73% say digital payments are the new normal for their business going forward.

To learn more about how small businesses can successfully pivot to digital during COVID and beyond, Create & Cultivate partnered with Mastercard as the presenting sponsor to bring together four powerhouse entrepreneurs who are expertly navigating the increasingly virtual future of retail at our recent Future of Work Summit on Saturday, September 12th, 2020.

Ginger Siegel, the North America Small Business Lead at Mastercard, led a conversation with Michelle Cadore, small business owner and designer, Amber Tolliver, founder and CEO of Liberté, Sherly Tavarez, founder of Hause of Curls, and Whitney Rife Becker, fashion influencer and entrepreneur, to delve into the topic. Read on for some of the most noteworthy sound bites from the discussion.

On knowing when to strike out on your own… 

“I always said that by the end of the year, I’d be a full-time entrepreneur.” - Michelle Cadore

“Really think about laying out your exit plan. Lay out the steps, lay out the financial foundation, to move forward.” - Michelle Cadore

“I moved without any savings, I just took the leap. I just knew it was going to work out. Just have faith in your business and try.” - Michelle Cadore

On the self-funding and bootstrapping processes… 

“It’s really important to show a desire in the market for your product or service.” - Amber Tolliver 

“The more you’re able to show proof of concept within your space, the better of you’ll be when you go to bring on outside investment.” - Amber Tolliver

On knowing what to look for in a partnership… 

“Bringing on VC and angel investors, it's really like a marriage. You need to have a firm understanding of what they're bringing to the table, and it really should be about more than money.” - Amber Tolliver  

“You really have to take a diligent look at the parts of your business that need assistance, and look for a partner that can fill in those gaps.” - Amber Tolliver 

“You want to partner with people who will expand your name and help you reach people who you wouldn’t usually be able to reach.” - Amber Tolliver 

“The only way to get through this and to come out of it better than we were when we first went in, is together.” - Amber Tolliver 

“Bringing new products, bringing something different that their customers haven’t seen yet, as well as expanding our reach.” - Amber Tolliver 

On launching your own company… 

“I invested just $300 and a dream” - Sherly Tavarez

“Once I realized that so many people related to my story attached to the T-shirt, I knew I had to make it a business.” - Sherly Tavarez

On reaching a wider audience digitally…  

“Thinking more digitally, how have we been able to keep our community connected.” - Michelle Cadore 

“Hashtag everything, share everything, work with influencers.” - Whitney Rife Becker  

“Teaching yourself and doing your due diligence so that everything you’re putting out onto the internet has a direct link back to you.” - Amber Tolliver

On crisis-proofing your business… 

“Remain agile and have multiple avenues through which you can bring in revenue.” - Amber Tolliver

“At any moment in time, you can say that doors closed, but we’ve got the window and we’ve got the back door. We’ve always got people to connect with the brand in a way that's still driving revenue and keeping that community connected and engaged with you.” - Amber Tolliver 

On money tips for small business owners… 

“Only buy products you love, it’s easier to sell those products.” - Whitney Rife Becker 

On what COVID-19 has taught them… 

“That we are unstoppable. Even when you have to sit down for six months and be on pause as a business, it gave me the space to really plan and grow my business. Taught me to keep going, keep pushing.” - Michelle Cadore 

“It taught me to pivot.” - Sherley Tavarez

On the future of work… 

“It’s ours. Brands are trusting us, influencers, and businesses are trusting the world. We have everything we want at our fingertips.” - Whitney Rife Becker

“Digitally, you can do anything, there are no limits to what we can do and what we can achieve, I think it's a really incredible time to be an entrepreneur.” - Amber Tolliver

“The future of work is adaptable, you have to be flexible and move with whatever changes are coming and stay innovative.” - Michelle Cadore

Psst… If you’re having serious FOMO, join Create & Cultivate Insiders to get unlimited access to all of our Future of Work Presented by Mastercard content including video recordings of every panel and workshop download in C&C history.

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5 Steps Brands Can Take to Survive a Content Shortage During the Pandemic

Photo: Christina Jones Photography

In a bid to sell their products and services, forward-thinking brands typically identify and leverage passion points that they share in common with their desired audience. For some brands, these passion points could be music, sports, food, design, beauty, or fashion. Brands would often spend thousands or even millions of dollars sponsoring large scale music, fashion, or sporting events in the hope of reaching and connecting with both existing and potential consumers. Many go as far as planning their communication for an entire quarter around such events in order to amplify their brand voice and attract more people.

With the emergence of the COVID-19 pandemic, several businesses witnessed a monumental shift in their operations. Disruptions in supply chain processes, work culture, communication strategies, and brand activities were observed. Furthermore, brands that had made significant investments towards certain sponsorships have had to come to terms with the sudden cancellation of those activities. Not only has this greatly impacted their bottom line, but it has also eliminated a massive opportunity to recruit new consumers and build loyalty with existing ones in real-time.  

Picture this: Your entire marketing plan for a whole quarter has been strategically built around an annual sporting event. Each year, your brand activities and content would typically revolve around getting fans to look forward to the event, giving away tickets, live updates during the event, and also a post-event wrap up. Your hope is to utilize the sponsorship to create content that would remain relevant for more than a couple of months, but then suddenly the pandemic hits and that sporting event gets canceled! 

Brands who have sponsored major events and conferences often find ways to generate content that keeps the conversation going weeks after the event has ended. The absence of such activities and the halt in operations for businesses within certain industries has definitely resulted in a communication gap.

Even as cities gradually begin to re-open after months of quarantine, some brands are still grappling with the effects of interrupted activities as a result of COVID-19. This has resulted in what I like to call a “content shortage,” which is essentially a lack of content or simply not having much to communicate as a result of unexpected changes in business operations or brand activities.

What do you talk about when the major point of connection with your audience has been broken? 

The situation feels a lot like having an acquaintance who you only chat about football with; it might be difficult to have a conversation with such a person when football season is over. In the same vein, it can be challenging to find new ways to start a conversation with potential consumers who could have easily been recruited in the course of that major event. 

Content shortage is a real problem that a lot of brands (especially within the travel and entertainment industries) are currently dealing with. You might have seen some brands go completely silent during this period or observed a reduction in the frequency of their content. This is because they frankly do not know what to communicate and the platforms that they once had have been taken away. 

Photo: Christina Jones Photography

So how can brands survive this communication crisis? 

• Stick to your platform: If you’ve chosen to leverage music as a way to reach your consumers, there’s no need to shift gears just yet. Yes, the annual festival has been canceled but you could find new ways to engage your audience. Say for instance part of your sponsorship agreements gave you access to the headlining artist of that music festival, you could still work with those artists to create content that gives your audience a similar level of access. You could host live Q&A sessions or get the artists to share exclusive videos about they prepare for concerts. If your brand was meant to be part of an annual beauty summit, perhaps you could get one of the previously selected panelists to share beauty tips and tricks virtually. 

• Consider taking your event digital: Who says you can’t go ahead with your event? Currently, several sporting events around the globe are finding new ways to adjust to the effects of the pandemic. Fans are joining major events such as basketball games via Microsoft Teams. Say you were planning to host a huge fitness event as part of your brand activities for 2020; you could consider making it a digital event. Although it might not drive as much revenue for your brand, it will definitely keep the momentum going and stop you from experiencing a content shortage.

• Get to know your consumers all over again: Your consumers might have come to you because they shared your love for travel or fashion, but there’s more to them than you know. Now might be a great time to discover what other interests your audience may have that could possibly align with your brand and what it stands for. If you are a beverage brand that only focused on fitness activities, you could explore broadening your content themes to cover how to live a healthy lifestyle in general. It is important to note that you have to be careful as you do this, you shouldn’t steer too far away from what it is your consumers know and trust you for. 

• Bear in mind that the quality over quantity content rule still applies: It’s tempting to want to post content in the midst of a “shortage.” It’s great to keep the conversation with your consumers going but it’s better to stay silent if you have nothing relevant to say. Focus on offering your consumers valuable resources instead of trying hard to start a conversation that they aren’t interested in having with you. 

• Be transparent with your consumers: It seems counter-intuitive for brands to come clean about not having any activities, but being transparent is a lot better than turning into an online ghost. If your event has been canceled due to the pandemic or you can only host a virtual event, you should let your consumers know. Be open with your consumers about how the pandemic has caused a shift in your industry or business. This could help open up a new line of conversation. How are your employees adjusting to working from home or how has your business changed? Sharing all this not only gives you things to talk about but it also makes your brand more relatable and creates room for empathy from consumers. 

There’s no doubt that the pandemic has revolutionized the way industries operate and the way brands communicate, but your business can rise above the prevalent content shortage problems by adopting the steps above and more importantly by listening to the needs of your target audience.

“

Be open with your consumers about how the pandemic has caused a shift in your industry or business.”

—Elizabeth Ole, Author, Content Strategist, and Creative Director at Storyboard

About the author: Elizabeth Ole is a multi-dimensional storyteller, author, content strategist, and creative director at Storyboard. She has worked with several global brands to develop their content strategy as well as create original content to further drive marketing. She is a lover of travel, photography, and exploring food at cafes and restaurants. You can find out more about her and follow her @elizabethole on Instagram.

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4 Pro Tips for Navigating the Job Hunt During COVID-19

Photo: Vlada Karpovich for Pexels

With one-in-four young adults facing unemployment, there’s no better time to stay focused on your career goals. Though this might not be the easiest time to find a job, it doesn’t mean that opportunities aren’t out there—you just have to know how to find them and how to stand out in a sea of résumés. Here are a couple of ways to stay focused and remain successful in your job search during COVID-19.

Reach Out to Your Network

LinkedIn was made for times like these. Use it to your advantage and start networking! Take the time to reach out to friends past and present to see if they know of any job opportunities that might be of interest to you. Try to keep the conversation light and informative; explain what you’re looking for and how appreciative you are of their time and insights. 

Are you a college graduate? Don’t forget to connect with previous professors, old classmates, and alumni who are in your field, they might know of a company or a person who you can connect with. Utilize LinkedIn messaging and InMail to reach out and start a conversation. Twitter is another great place to get ahold of people in a more direct/personal way.

Stay Active

It’s easy to let unemployment bring you down and break your spirit, but don’t forget your passion and future goals. Stay active in your job search and keep a daily schedule in order to stay fervent in your mission. Structure your days and block off time to job hunt. Not only will this keep you highly productive but will keep you from feeling overwhelmed or stressed. Here are a couple of ways to stay active during your job search:

• Post a couple of times a week on LinkedIn related to your career path. This could be industry news, or even just motivational/inspirational content for others to see that you are active and using the platform for job purposes.

• Build out your profile on other job sites so employers can easily find you. 

• Send follow-up emails for job applications and interviews and always keep checking your email for any updates. 

Set Up Alerts

Job search sites like Glassdoor, LinkedIn, and Indeed allow you to set up job alerts. These can be customized for whatever type of job you’re looking for, including distance, industry, type of company, salary, etc. You can also choose whether you want the alerts to arrive in your inbox weekly or daily. These reminders can be a quick way for you to stay on top of job openings and make it easier than ever to apply and get on with the rest of your day. 

Update Your Résumé

There’s nothing more important than an updated résumé, cover letter, and portfolio. Your résumé should reflect your career, for example, if you’re a graphic designer, show off some of your skills with a colorful and stylish résumé. Make sure your job descriptions are detailed and concise for the average employer to read through and understand.

While applying for jobs, don’t forget to tailor your cover letter to the position you’re applying for, and be sure to include keywords that will grab the employer’s attention and prove you have all of the right experience.

Depending on your career and job history, a portfolio is another great asset to carry with you to job interviews. For writers and people in the creative field, it’s an easy way to show off your skills and clips in a more formal way than just an attached PDF. 

Create the future you deserve by building your new job-hunt routine and staying on top of your goals and skills. Use these tips to your advantage and land that dream job!

About the Author: Abbey currently works at a full-service ad agency as a digital marketing coordinator. She also owns a music blog (blondieandthebeat.com) where she writes about music and artists she loves. Throughout her time as a writer and media maven, she’s remained passionate in her love of sharing stories, curating content, and inspiring women. You can usually find her cuddled up on the couch binging “Sex and the City” (for the 20th time) or caught up in a good book. 

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This Is What Founders of Successful Companies Wear to Work From Home

As we enter yet another month of coronavirus-induced telecommuting, it’s certainly no secret that working from home (in the midst of a pandemic, no less) calls for a very different dress code than working from the ole office swivel chair. After all, signing online for a virtual Zoom meeting doesn’t exactly require the same sartorial standards as walking into a boardroom meeting, especially when you take into consideration the fact that staying healthy is (and should be) priority #1 right now.

Now that our business-as-usual attire has been relegated to the backs of our closets, we reached out to founders of successful companies to find out what they’re wearing to work from home during COVID-19. Ahead, Babba C. Rivera, the founder of the brand marketing agency ByBabba, Anine Bing, the founder and chief creative officer of Anine Bing, Blair Armstrong, the founder of the lauded beauty brand Gilded, and more divulge their WFH style staples they’re turning to day in and day out.

Maria Markina

Co-Founder, Athena Club

What's your personal style? 

Very laid back, clean, and classic. I typically reach for jeans and a T-shirt or sweater depending on the weather. I know it’s an unpopular opinion, but I find jeans comfortable! I’ve collected my favorite pairs and could wear them every day in any situation.

What are you currently wearing?

Even though I’m working remotely, I like to get dressed in the mornings to keep a routine. Right now I’m wearing Levi's 501 jeans with a J.Crew popover shirt.

What's your go-to outfit for big meetings from home?

It truly depends. In a formal meeting, I would wear a suit (I’ve kept a few of my most comfortable suits from my consulting days), however a lot of my important meetings are business casual, so a dark pair of jeans and a simple blouse are my go-to’s.

Babba C. Rivera

Founder, ByBabba

What's your personal style? 

“Fashion meets business with a lot of colors and a playful Scandi vibe.”

What are you currently wearing?

“Right now, I am alternating between leggings-and-blazer looks or very colorful, more fun Scandi outfits to boost my energy.  Peak Performance leggings, paired with a Ba&Sh blazer and a tee from Jeanerica. Or Stine Goya pants and top.”

What's your go-to outfit for big meetings from home?

“Suits are my go-to, but during quarantine times I've tweaked it slightly by pairing blazers with leggings, so that I still look and feel polished for video conferences, but can simultaneously be ready for a midday workout through Instagram LIVE.”

Ariyana Hernandez

Co-Founder & CEO, NORA the agency

What's your personal style?

“My personal style is very fluid, typically predicated on how I'm feeling in the moment. Generally, I gravitate towards unique stand-out pieces that make a statement and have a strong penchant for airy neutrals. If I had to wear one style for the rest of my life it would be minimalistic resort wear—lots of linens and crushed silks.”

What are you currently wearing?  

“Currently wearing a silk cami, a lounge set from Shaina Mote, and Objet Pendant from J. Hannah Jewelry. I love that Shaina Mote's pieces are timeless staples, super comfortable, and sustainably produced in Los Angeles.”

What's your go-to outfit for big meetings from home?

“I can't bear to be uncomfortable while working from home but I still want to look professional (at least from the waist up)! I opt for a statement blouse or a loose jacket, simple gold jewelry, and lounge pants.”

Anine Bing

Founder & Chief Creative Officer, ANINE BING

What's your personal style?

“Timeless style with a rock n' roll edge.”

What are you currently wearing?

“Florence Jeans. I've been wearing these jeans so much lately—they're so comfortable. It almost feels like I'm wearing sweatpants but the fact that they're denim, they make me feel so much more put together. Milo Tee. Everyone knows I love a crisp white tee, this one pairs perfectly with my Florence Jeans. Fishbone Blazer. Our Fishbone blazer is always my go-to. Getting up and getting dressed in the morning like I normally would to go into the office has helped me be more productive while I'm working from home.”

Amy Voloshin

Founder & Designer, Printfresh

What's your personal style?

"Eclectic would probably put it best. It’s very dependent on how my morning starts off and what I’m up to. I’m also an aspiring (and failing) minimalist. Working in design, I’ve found that a bold outfit can really influence the color choices, pattern sensibilities, and other design preferences of the people around you. So when working with others, I tend to dress more simply, choosing neutral solids over bright prints. However, working from home has really changed that."

What are you currently wearing?

"Luckily we design and make pajamas, so wearing sleepwear during our weekly Zoom call with the team is totally appropriate. I alternate between wearing a full set and then sometimes mixing PJ bottoms with a sweater or a comfy solid or Grateful Dead tee (the only graphic tees I own). Our Blush Bagheera and embroidered Daughters of Triton styles are my personal favorites from our pajama collection.”

What's your go-to outfit for big meetings from home?

"Since our team is super small and we’re currently working remotely, these days I almost always choose to wear pajamas to our meetings. But if I’m feeling fancy I’ll do my hair and put on some of our little stud earrings that are easy for wearing at home and small enough that you can sleep in them (which is always a bonus!).”

Audrey Merwin

Founder & Designer, Soluna Collective

What's your personal style?

"I love a good contrast, so I am always pushing the boundaries with how I style my clothing. Tight-fitting pants call for an extra loose top in my book and vice versa—bonus if texture and patterns are included in the mix. I like to build my wardrobe with simple silhouettes that can be paired with almost anything, the fun part is layering the different pieces! Layers are also essential living in Portland, where an afternoon sprinkle is to be expected, so I almost always carry an oversized jacket with me that can be thrown on at the slightest sight of rain. One of my favorite pieces to layer is a Woolrich jacket that used to belong to my grandma, and her brother before that. It's a rich royal blue color with a boxy fit, it adds the perfect pop of color and texture to any outfit. Finish the outfit off with wide-leg pants and a pair of boots and I call it good!”

What are you currently wearing?

“I am currently wearing our natural waffle pants (seriously the coziest work from home pants!) paired with a crop tank and an oversized vintage Pendleton shirt for an extra layer. During this period, where I have been home more than ever, I have found comfort in soft and cozy layers.”

What's your go-to outfit for big meetings from home?

“For big meetings, I like to keep it simple. My favorite top to wear is actually from our new collection; the Wrap Jacket in Spruce Green Waffle. It has a belt that can be tied around the waist for definition and the textured waffle pattern provides an element of interest without being too distracting. I like to pair it with a wide-legged pair of pants, heeled boots, and statement earrings to finish the look.“

Blair Armstrong

Founder, GILDED

What's your personal style?

"My personal style is feminine, elegant, and classic. I prefer well-crafted, timeless, and transitional pieces. My wardrobe is 99% dresses and skirts that I pair with complementary jewelry."

What are you currently wearing?

"I am currently wearing BCBG tanks. They are so lightweight and comfortable and I’ve been pairing them with my Alexander McQueen trousers."

What's your go-to outfit for big meetings from home?

“My go-to for big meetings are power skirt suits and dresses.”

Philippa Brenninkmeyer

Founder & Designer, Indigo Swimwear

What's your personal style?

"I would say my personal style is pretty laid back beach vibes."

What are you currently wearing?

"I am currently wearing a white summer dress from Cleobella along with some of my favorite espadrille slides from Soludos."

What's your go-to outfit for big meetings from home?

"For big meetings, I really just go with the flow of how I am feeling that day but a dress like today or midi skirt with a cute top is usually my go-to!”

Clarissa Egana

Founder & Designer, Port de Bras

What’s your personal style?

"I’m laid back, so a tailored casual outfit that looks effortless but still makes a statement is a style that works for almost everything.”

What are you currently wearing?

"I’m so into these Chanel sandals I purchased from Farfetch through my personal shopper @paulaco_style, paired with our soon to be released summer capsule items—the Carla Top & Shorts. They are dressy and fresh, perfect for a sunset drink with friends."

What’s your go-to outfit for big meetings from home?

"Anything with the Port de Bras Shay Jacket. I designed it especially for meetings and now to WFH. They look amazing paired with our Jazmin Pants but can also work over a summer dress or even a bikini!"

Aeshia DeVore Branch

Founder & Chief Exercise Officer, Pretty Girls Sweat

What's your personal style?

"Sporty chic.”

What are you currently wearing?

“PGS tees, Zara high-waisted pants, Kenzo sweatshirts, Nike sweatpants, UGG slippers.”

What's your go-to outfit for big meetings from home?

“Black Gucci blazer, simple tank from naked wardrobe, sweat pants (since no one can see them on a zoom call), and statement earrings.”

Ariel Kaye

Founder & CEO, Parachute

What's your personal style?

“Comfort has always been my top priority when I’m getting dressed. I live by the beach and my style is definitely inspired by the outdoors. You’ll find me in an unfussy t-shirt, sweater, and Levis, or one of my go-to dresses. Much like Parachute’s aesthetic, I tend to gravitate to a neutral color palette and look for quality fabrics.”

 What are you currently wearing?

“I am currently in my Cloud Cotton Robe in Rose.”

 What's your go-to outfit for big meetings from home?

“We are pretty informal at Parachute. We make home essentials that are designed to be enjoyed and lived in, and our dress code is an extension of that laidback and welcoming brand ethos. For big meetings, I’ll throw on a pair of slacks and a leather jacket. I recommend having a big meeting uniform–one less thing to think about.“

Clare Vivier

Founder, Clare V.

What's your personal style?

“My personal style is always evolving, but I have an affinity for cropped trousers, a great blouse, and the perfect brogues or loafers—but right now, it's about staying comfortable throughout the day while working from home. While I typically always have a CV bag by my side, right now, it's the Emma in Yellow, a bright spot that I wear crossbody—it's the perfect size to keep my phone with me at all times, which has never been more important.”

What are you currently wearing?

“Currently, it's Richer Poorer sweatpants and our Blue Long Sleeve Hoodie with Poppy Jaguar Print.”

What's your go-to outfit for big meetings from home?

“Right now, since all of our meetings are on Zoom, it's typically business on top and cozies on the bottom. I have a soft spot (literally) for Richer Poorer sweats and my soft knits from The Great, and when I want to feel a bit fancier, I'll throw on a dress from Ulla Johnson or Doen. And always socks with Birks for walking around the house.”

Aisha Marshall

Co-Founder, Creative Label

What's your personal style? 

“Elevated streetwear/creative professional.”

What are you currently wearing? 

“An Asos blazer,  Urban Outfitters hoodie, and Amazon Fashion biker shorts.”

What's your go-to outfit for big meetings from home? 

“Throw on a blazer over loungewear and it's instantly business casual. Some of my favorite loungewear items: Mayfair Group hoodies, Vida Moulin tie-dye loungewear sets (option 1 + option 2), and Asos blazers (option 1 + option 2.)”

Dianna Cohen

Founder & CEO, Crown Affair

What's your personal style? 

“My style is fairly simple and leans towards the casual side (even before we were all WFH!). I live in sweaters, denim, leather pants, silky wide-leg pants, and favorite vintage t-shirts and tanks. I'll usually pair that with a blazer or jacket to pull it all together. I like having my uniform, but then having variations on it that are a more playful, like tie-dye cashmere sweater instead of a neutral.” 

What are you currently wearing?

“Right now at home, I'm here for something that feels like you're wearing PJs, but doesn't look like it. I've been living in these black Serena Pants from Billie the Label. They're so comfortable and I like wearing an actual pant when working during the day. I paired it with this neutral but playful cardigan from Jacquemus. Comfy enough to wear all day at home, but still feel like you got dressed for work. Taking a few moments to change from loungewear to a more pulled-together look has been helpful in creating new structures and separate my home and workspaces. I usually only wear Birkenstocks in the house, but I just ordered these Chuck 70s, so I've been wearing them inside to break them in a bit.”

What's your go-to outfit for big meetings from home?

“As all meetings have been officially relocated to a Zoom link, it feels more natural to not get too dressed up even if you would wear a blazer for that same meeting IRL. Right now I've been wearing cashmere sweaters and I'll add an earring or necklace to make it feel more polished.”

Pooja Bavishi

Founder and CEO, Malai

What's your personal style? 

“My personal style is comfortable but professional. I have a shop, and I'm often moving boxes around, and have to make sure that I stay comfortable. But my day also always involves speaking to vendors and investors, so I need to look professional. My style combines both of these things.”  

What are you currently wearing? 

“When I am not in my Brooklyn ice cream scoop shop, I am comfortably working from home in a Malai T-shirt with Lou & Grey linen pants. Our Malai tees are made with the finest California grown Supima cotton, and so incredibly comfy. The best part is that the T-shirts are created by my parents, who have owned their own textile company for the past 20 years. Their entrepreneurial journey and support has always inspired mine, so it brings me great joy that our businesses are united with our Malai T-shirts. Lou & Grey is my go-to brand for comfortable yet chic clothes. Their sunny-hue reminds me of saffron (one of my favorite spices that you find in our ice cream), and the airy texture keeps me calm during long days of our busy summer months. Most of all, they still make me feel super put-together (which is great when I have to jump on a video call or run down to the shop). While working from home, I basically have a rotation of both of these things: Lou & Grey pants and Malai tees!”

What's your go-to outfit for big meetings from home? 

“When I actually need to get dressed up, I wear a Tory Burch dress from their pre-fall 2018 collection.  It's light, airy, comfortable, and most importantly, makes me feel happy and confident (key for any business meetings). I was a 2018 Tory Burch Foundation Fellow, a fellowship that supports women entrepreneurs and provides them with a resource and network. I honestly think of my fellowship experience every time I put on that dress, which made me feel ready to take on the world.”

Lauren Bosworth

Founder & CEO, Love Wellness

What's your personal style? 

“My personal style is a mix of high and low, and feminine and masculine. I love wearing baggy, high-waisted jeans with a spaghetti strap top, or a delicate dress with a men's cut corduroy jacket. I tend to stick to black, brown, white, and navy as my primary colors I wear.”

What are you currently wearing?

“Right now I'm mostly wearing sweatpants, just like the rest of the world. I love this Target brand I found on a recent trip to their headquarters in Minneapolis called Joy Lab. Everything is so soft and really affordable.” 

What's your go-to outfit for big meetings from home? 

“I like to wear a nice sweater and pull my hair back from my face in a nice bun. Definitely looks presentable and polished!”

Des Dickerson

Co-Founder, Creative Label

What's your personal style? 

“Chic, but I also love a good sporty and comfortable outfit.”

What are you currently wearing?

“Forever 21, Forever 21, and Forever 21.” 

What's your go-to outfit for big meetings from home?

“Typically a really cute top with a very casual bottom (no one would ever know!).  I also love The Mayfair Group and Vida Moulin they both have great options for work from home attire. ”

Shea Marie

CEO & Creative Director, Same Los Angeles

What's your personal style?

“My personal style is always changing! Right now, I’d say it’s very classic and chic but with an effortless twist. My style is always confident, that’s one thing that never changes.”

What are you currently wearing?

“Loungewear, but not pajamas! If I stay in the same clothes that I sleep in, I end up being less productive when working from home. But I’m also realistic and why would I dress up if I have nowhere to go and no one to see? So I’ve been wearing mainly cute loungewear sets! If I have to do a video conference call I’ll change my top to look professional, but leave my cozy pants on bottom!”

What's your go-to outfit for big meetings from home?  

“A chic pantsuit. There’s something powerful and confident about a woman in a suit! I usually add a fun twist to make it modern and cool- whether that be a pop of color purse, a loose tee, or white sneakers.”

Natasha Samuel

Founder of Sol Studio & Host of The Shine Online Podcast

What's your personal style? 

“Comfortable, minimal, boho, relaxed, with a pop of color.”

What are you currently wearing?

My go-to outfit is a comfy bralette and sweatpants from Aerie with a headband or hair wrap.

What's your go-to outfit for big meetings from home?

“I love to wear my favorite Everlane tee with a statement pair of earrings from Arlo Jean, probably with the same sweat pants.”

Reshma Chattaram Chamberlin

Co-Founder & Chief Digital Brand Officer, Summersalt

What's your personal style? 

“My personal style is casual, modern, comfortable and polished. I love being incredibly comfortable in jeans, a great pair of sneakers but with a structured sweater or shirt.”

What are you currently wearing? 

“I'm wearing my Summersalt Joggers and a white T-shirt from AYR. The perfect at-home look but still somewhat pulled together!”

What's your go-to outfit for big meetings from home? 

“My go-to outfit for big meetings is usually a pair of jeans or pants that I feel incredibly confident in, a white button-down, gold bangles, and a pair of heels or sneakers. I have quickly learned that being confident and comfortable is the most important in big meetings, as opposed to trying to fit a predetermined norm. I'm not one for formal business attire.”

Lori Coulter

Co-Founder & CEO, Summersalt

What's your personal style? 

“My personal style is modern classic but with a twist.”

What are you currently wearing?

“Today, I'm wearing jeans and a black T-shirt with Summersalt's Throw-and-Go Duster—my go to for my work from home routine.”

What's your go-to outfit for big meetings from home? 

“For big meetings, I love wearing the perfect blouse and Summersalt's Perfect Wide Leg Pant (sometimes a blazer) with my favorite Sarah Flint heels.”

Jenni Lee

Founder of Comme Si

What's your personal style?

“Menswear-inspired, classic with a twist. I like to wear clothing that's well-tailored and made from substantial materials; I prioritize comfort and softness when I buy things. My typical outfit recipe is a monochromatic or neutral base with colorful and fun socks, shoes, jewelry, and accessories to spice things up.”

What are you currently wearing?

“Lately, the concept of getting dressed revolves around whether I have a video conference that day or not. On days that I do, like today, it's business up top, comfortable on bottom. I'm wearing a Thomas Mason men's button-down (I like to shop from the men's department for a perfectly oversized fit), a pearl necklace, Hanes boxers, and cashmere Comme Si socks (ultimate WFH luxury). It's very Tom Cruise in ‘Risky Business’ meets Grace Kelly in ‘To Catch a Thief.’”

What's your go-to outfit for big meetings from home?

“For big meetings, I don't really deviate from my everyday style because I want to feel like myself, comfortable. You can tell when someone has dressed outside their norm, and they exude discomfort; I try to avoid that feeling. My go-to is a navy cashmere sweater with tailored navy trousers and clean sneakers.”

Katie Sturino

Founder, Megababe and The 12ish Style

What's your personal style?

“Colorful and fun.”

What are you currently wearing?

“I am in Maine and currently am wearing Megababe x Day/Won Leggings and a J.Crew Tie Dye Sweater. On my face, I am masking with Megababe’s Le Tush mask, which is facial grade, so I can use it on my face!”

What's your go-to outfit for big meetings from home?

“My go-to look is a Veronica Beard blazer. For summer, I will pair it with a Katie Sturino x Stitch Fix dress and a Lele Sadoughi headband.”

Nina Mullen

Co-Founder & Co-CEO, Hilma

What’s your personal style?

"I have actually never been asked to describe my personal style before, but I guess I would articulate it as casual but kind of modern? Is that a thing?! I am often wearing jeans and T-shirts but in varying degrees of nice. I will dress myself up or down based on accessories like earrings, shoes, and a blazer or sweater."

What are you currently wearing?

"Currently wearing old Acne Studio Jeans that I got seven years ago, an oversized Isabel Marant sweater that I love, and no shoes. I usually never work from home, but given today’s circumstances, that is obviously the new norm. For me, it is important to be really comfortable but to also not just be sitting in PJs all day."

What’s your go-to outfit for big meetings from home?

"I am big on jeans, a crew neck T-shirt, a blazer, and a great flat or stacked heel. I keep my blazers for years (I even have one from when I was 16 and interning at Theory) and wear them over and over."

Brett Heyman

Founder & Creative Director, Edie Parker and Flower by Edie Parker

What's your personal style? 

"My personal style is comfortable. But before this pandemic, I did have a better relationship with a waistband. Not so much anymore." 

What are you currently wearing?

 "I’ve been wearing knit sweat pants for the past ten days—mostly from Alexandra Golvanoff. I feel like I haven’t given up completely. Today, I decided it would be smart to put my jeans on to make sure they still fit. It wasn’t great, so I settled on my trusty pair of oversized vintage 501s. It’s a compromise. My hemp Edie Parker flower tee is warm and cozy, and my Elder Statesman socks make me feel like all will be okay in the world."

What's your go-to outfit for big meetings from home?

"I don’t have a go-to outfit for meetings. I’m pretty much always in vintage jeans and a sweater or blouse. But if I have to look a little more presentable, I’ll throw on some earrings and a kitten heel."

Camila Pierotti

Founding Partner, Sol de Janeiro

What's your personal style?

“Casual and chic. I like my outfits to seamlessly take me from work to dinner out with friends or a date with my husband. I always wear jeans with a fun top and cute flats. I love making my outfits super colorful.”

What are you currently wearing? 

“I am wearing Lululemon leggings with a fun and colorful T-shirt. While working from home, I need to be comfortable because my ‘office’ moves from the dinner table to the couch, to my bed.”

What's your go-to outfit for big meetings from home?  

“I basically wear what I usually wear and take it up several notches with high heels, a tailored jacket, and statement earrings and necklaces. Also, more eye makeup and more fragrance! I love working at Sol de Janeiro because we’re very colorful, which is exactly my personal style.”

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Slow Stories: Why It’s Important to Slow Down as a Digitally Minded Founder

Photo: Courtesy of Slow Stories

As we collectively experience an intense period of isolation and uncertainty due to COVID-19, we must also embrace the opportunity to (re)learn how to live in the moment. Since the inception of Slow Stories, themes around presence and slowness have informed so many conversations with my guests. Enter Jessica Latham of Social Studies. 

In honor of the recent launch of Slow Stories Podcast season four, I'm thrilled to share an exclusive (and particularly relevant) follow-up portion of my chat with Latham here on the Create & Cultivate blog. If you haven't had a chance to listen to the episode yet, Latham is the co-founder and CEO of Social Studies, a modern party rental company that offers a variety of tablescape designs and products that make it easy to plan the party of your dreams.

While this episode was conducted before any of the challenges that arose from COVID-19 began, the topics explored in this conversation transcend our current landscape and offer an essential reminder: community is a gift. Enjoy the full episode here and discover even more insights from Latham below. 

RACHEL SCHWARTZMANN: Why is it important to slow down as a digitally minded founder? Can you share an instance of when slowing down inspired innovation at work?

JESSICA LATHAM: Slowing down is so important for thinking about the bigger picture. Sometimes we can get so caught up in the day to day to-do's, and it's extremely important to find quiet time to think and strategize. I'll take a day or two a month for myself to work from home for this reason. I also find that my biggest ideas come from times of quiet and reflection—usually during a run or long walk by myself. 

Based on your professional experiences, what would you prioritize as the top three pillars of "slow" content? Are there any stories or content series from Social Studies that you can point to or that you think really embody this practice?

From my perspective, we're talking about content that is truthful, thoughtful, and authentic. We try to instill all three of those things into everything we do at Social Studies. How are real people entertaining and gathering? What's it really like to throw a big event? We have a section on our editorial site called Hungry, Sober & Mad that talks about party disasters. Authenticity is what Social Studies is all about. Gathering, slowing down, being together in real life, sharing moments and memories—but in a very real way. We always say parties are not perfect. What matters most is just getting together. Spill the wine, who cares! What's more authentic and real than that? This is the good stuff in life. 

In our podcast episode, we spoke a lot about being present. Is there a particular piece of content or story that made you "stop in your scroll" and inspire you to reconnect with the world around you?

I'm honestly inspired every day. I love to see how our customers are using Social Studies and how our product is bringing joy to their lives, helping them connect with others, and create memories. It genuinely makes me so happy and so grateful that I get to do this for work. 

With a literal slow down of content comes the need for more experiences. How do you think events can serve as a form of slow content/thoughtful storytelling?

The real content of life is our memories. The things that stick with you, in your DNA forever. The constant content and media coming at us on a daily basis is fleeting. What sticks are our experiences; our memories. These experiences become the stories of our lives. It's the most important content there is. We hope to inspire people to gather more, put their devices down, and truly let life in. 

Do you have any final words of wisdom that you'd like to share regarding slowing down, creating enduring content strategies, or building a conscious business?

I think, as founders, we have a responsibility to be thoughtful about what we are putting out into the world. We should be asking ourselves everyday questions like: is this authentic, is this true, how will this make our readers and customers feel? We should be inspiring each other, lifting each other up, and bringing people together. Community is what gives us hope, joy, and makes us feel alive. If you create content and business with these things in mind, it will endure. 

About the Author: Rachel Schwartzmann is the founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.

You can follow Rachel at:

The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)

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Julie Smolyansky on Leading with Resilience and Empathy During the Coronavirus Pandemic and Beyond

“

Trust the process, trust the universe. Trust that all of this is happening not to you but for you.”

—Julie Smolyansky, CEO, Lifeway

It’s safe to say Julie Smolyansky knows a thing or two about leading a company through tough times.

At 27, she unexpectedly became the CEO of her family business after the sudden death of her father—but it wasn’t just any family business. Overnight, she took the helm of Lifeway Foods, and in doing so, became the youngest female CEO of a publicly held, multi-million-dollar company. Despite the personal and professional challenges she faced from the beginning, the business immediately thrived under her leadership. Lifeway’s annual gross sales grew from $12M to $14.8M in her first year as CEO, and since then the company has even exceeded $120M in annual revenue.

She’s been named to Fortune’s 40 Under 40 List, Fortune’s 55 Most Influential Women on Twitter, included on Fast Company’s list of the Most 1000 Creative People in Business, and she was recently named a 2020 Champion of Wellness by VeryWell. Needless to say, we were so excited to hear the oft-lauded CEO speak on the topic of leading with resilience and empathy during the coronavirus pandemic—and beyond—at our Digital Summer Camp. Scroll on for some of the most memorable quotes from Smolyansky’s fireside chat with Create & Cultivate founder and CEO, Jaclyn Johnson. 

On stepping into the role of CEO… 

“Failure was not going to be an option.”

“I worked really hard. I used the business as a place where I could put my mourning and grieving pain and do something with it.”

“I wanted to prove to myself that I could do it.”

“Tough times are where you’re called on to rise—and you either rise or you don’t. Sink or swim.”

On honing her vision for the company…

“Educating people around gut health has been my mission from day one.”

“You have to tell your story over and over again. You have to tell the marketplace over and over again.”

“We’ve doubled down on advertising and marketing during some of the more troubling moments of crisis like 2008 for example when the economy was flattering, we saw that as an opportunity and we doubled our advertising and that paid off. Some of our biggest growth happened during the recession.”

“We’ve adapted at every point in time and every point in our history.”

“We’re constantly learning and adapting and evolving.”

“What I know for sure is that what everyone wants is health. They want health, they want wellness, they want to feed their families good, nutritious food.”

On scaling a team…

“If I can delegate and let other people take the plan and execute it, it’s much more empowering for them and more fun, and then I can focus on the big picture.”

“It was a slow process of giving up that control because I was so used to doing it all myself.”

“It’s about working on your business, not in your business.”

On her advice for fellow female leaders...

“Even if you’re afraid, speak up. Use your voice. Keep raising your hand.”

“No one gives you power, you just have to take it.”

“If you’re not at the table, you’re the meal.”

“Keep being brave. Bravery is a muscle. It’s like your gut, it’s like your bicep—you keep using it, you keep getting stronger.”

On doing good during COVID-19...

“Lifeway was originally started with this idea to feed people.”

“My family survived war and famine and disease and all sorts of things in the Soviet Union during a painful time in history, so feeding people has always been super important to us.”

“30% of kids in the Chicagoland public school system are food insecure and rely on the school system’s lunch as their one nutritious meal a day—and suddenly they weren’t going to have it overnight.

“We immediately started unlocking and deploying our emergency response plan to reach those communities most impacted.”

“There is no more sacred purpose than to feed people and bring them wellness.”

“We’ve been working 24/7 just to keep food on people’s tables.” 

On finding the silver lining through COVID-19...

“This crisis has shown us how vulnerable we are and how in-lock and connected we are to each other. Our safety and security and health depend on each other. We are interlocked with each other.” 

“We’re starting to see that we are all really in it together and that we can show up for each other.”

On advice for anyone struggling during COVID...

“Don’t stop. Keep going. Hold your head up high. Find moments of joy for yourself. Trust the process, trust the universe. Trust that all of this is happening not to you but for you.”

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How Small Businesses Can Create and Maintain Meaningful Connections With Customers While Remote

Photo: Create & Cultivate

Small businesses everywhere are stepping up and doing their part to help flatten the coronavirus curve, temporarily shutting the doors of their brick-and-mortar shops, pivoting to curbside pick-ups, implementing contactless deliveries, and setting up in-store social distancing guidelines to help contain the rapid spread of COVID-19. Of course, by now, we all know that pivoting a brick-and-mortar business strategy to an online one in the midst of an ever-evolving global health crisis is easier said than done.

To help small business owners enhance their online presence and stay connected with their customers remotely during these challenging times, we’ve partnered with Messenger from Facebook to share simple tips for keeping the lines of communication open. Not only is messaging convenient, but it can also help your small business build relationships and inspire trust with customers. In fact, a Facebook-commissioned study found that 69% of people reported that being able to send a message to a business made them feel more confident in the brand.

Ahead, we’re sharing ways to create and maintain meaningful connections with your customers, bring new customers to your virtual storefront, and more. In the coming weeks and months, we’ll be sharing more ways for small business owners to boost their business with Messenger, so be sure to keep an eye on this space for the next installment in the series. (Psst… if you missed the first story in this series, discover three zero-cost ways for businesses to stay connected with customers during COVID-19.)

According to Facebook data, over 90% of Facebook business admins currently use Messenger to connect with their friends and family. In an effort to help small business owners manage all their messages in one place, Messenger recently launched the business inbox feature, which allows you to toggle between your personal and business accounts within the Messenger app. In other words, you don’t need to download and manage multiple apps in order to chat with your loved ones and your customers. (Win win!) ICYMI, Messenger’s business inbox is already available via the Messenger app on iOS and will be coming to Android soon.

According to a Hubspot survey, 90% of customers rate an "immediate" response as important or very important when they have a customer service question. Right now, in the midst of COVID-19, many customers have timely questions about updated store hours, product availability, no-contact delivery and pick-up options, and much more.

Messenger’s new business inbox feature makes it easy and convenient for you to respond quickly and easily to your customer questions, which is imperative when you consider that 60% of customers define "immediate" as 10 minutes or less. You can also choose to receive notifications in the Messenger app to help remind you to get back to customers.

In Messenger’s press release for the new tool, small business owner Matt Volpert of Kern River Outfitters shared his experience with business inbox: “We are currently seeing a 250% increase of messages from guests who need to reschedule their trips due to COVID-19. This makes it difficult for my small team to get back to these guests in a timely fashion. The business inbox in Messenger is a fantastic tool that will help me quickly respond to each and every one of my guests, whether I’m in the office or on the river.”

Pro tip: Messenger’s business inbox tool also complements the Page Manager App, where you can manage your Facebook posts, create ads, and view Page insights to help you make informed decisions as you continue to pivot and adapt your business during this time.

Once you’ve established your business online, of course, attracting potential customers to your virtual storefront is just as crucial to your success as bringing them into your IRL brick-and-mortar location. With Click to Messenger ads, you can reach potential customers virtually while maintaining social distancing measures.

Within the app, you can choose between two ad templates: Start Conversations or Generate Leads. The Start Conversations template provides a menu of prompts within a Messenger thread for a potential customer to choose from to start a conversation with you, while the Generate Leads template offers a question-and-answer style conversation to help you better identify potential customers.  

According to a study conducted by Messenger, a small business based in Thailand called Organicwa created a successful Click to Messenger ad campaign when they decided to offer a delivery option during the COVID-19 pandemic. After 30 days, they received 11,000 orders and a 6X increase in return on ad spend with ads that click to Messenger, compared to previous campaigns.

Click here for more information about Organicwa’s successful campaign and here to learn more about getting started with Click to Messenger Ads.

For additional resources, head to the Marketing with Messenger page and Business Resource Hub where you can learn more about our business tools, grants, and other ways to keep your business running during this time.

Are you currently using Messenger for your business? If so, let us know how it helps your business in the comments section below for a chance to be featured in one of our upcoming spotlight posts.

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16 Female Leaders Share the Most Unexpected Lessons They’ve Learned During COVID

The word “unprecedented” has been used a lot over the past few months, and rightfully so—living through a pandemic of this scale is not something that we’ve ever done before. There’s no manual for navigating COVID-19, and everyone has been forced to tackle this new reality day by day.

But being stripped of all routines that make us feel like we are in control has revealed some unexpected, and valuable, lessons. For these 16 female leaders, this time has forced them to challenge their business processes, personality traits they thought to be true, how they get work done at home, and more. However, they each adhere to a clear pattern—starting with discomfort or unfamiliarity, followed by acknowledging the friction, and ultimately, leading to an important lesson that will far surpass this temporary season.

Their stories demonstrate that it’s not necessarily the problems we face or even the lessons we learn that are most significant, but rather how we intentionally integrate them into our lives as we inevitably fall back into familiar routines.

Amanda Aldinger

Founder of Antonym, a voice strategy and copywriting studio that conspires with beauty, culture, fashion, and lifestyle brands.

An Unexpected Lesson COVID-19 Has Taught Me: “Four and a half weeks into quarantine, I realized that I'd worked every day, all day, since New York City went into lockdown. My brain and creativity were completely tapped, I was exhausted and ultimately had to admit that the only person holding myself to this insane schedule was me. I set new boundaries with myself and clients, brought on extra support, created fresh weekend routines, and revealed in the new space to think and restore. Happiness, creativity, and energy returned instantly.”

How I’ll Take This Lesson With Me Post-COVID-19: “I've experienced the stressful effects of over-extending myself for years, but have struggled to live at a slower pace while scaling a growing business. This forced slow-down gave me no choice. I have found grace in it and will be nurturing a new pace of life post-COVID.”

Isis Nyong'o

Founder of MumsVillage, a content and ecommerce platform for parents in Kenya.

An Unexpected Lesson COVID-19 Has Taught Me: “I haven't left my house for six weeks and don't feel caged in at all. I'm really surprised by this as I've never been a "homebody"—preferring to step outside at least once a day during weekends.”

How I’ll Take This Lesson With Me Post-COVID-19: “I think I'll spend a lot more time at home as I don't have any desire to go anywhere. It's also given me permission to make all the "coffee chats" and meetings I didn't really want to have but did out of obligation into virtual meetings. That will be much more acceptable now and I'm so appreciative of this change as I can focus on what's important to me in terms of work and personal.”

Jessica Gupta

Founder and CEO of Taavi, a community platform that connects women in hand-selected small groups based on where they are on their pregnancy or parenthood journey.

An Unexpected Lesson COVID-19 Has Taught Me: “I've realized how much strength I get from meaningful conversations with my friends and family. The video chats and phone calls are deeper because we aren't focused on discussing or doing activities, but truly on talking about things that matter most—emotions, values, mental/physical well-being. What surprised me most about this learning is that it isn't profound or novel, but that it was just forgotten because I was always moving a million miles a minute.”

How I’ll Take This Lesson With Me Post-COVID-19: “I'm going to continue the slower pace and focus on what serves me more fully—meaningful conversations.”

Nathalie Molina Niño

CEO of O³, which invests and advocates for women and the planet.

An Unexpected Lesson COVID-19 Has Taught Me: “Everyone who has ever met me would probably place me on the far end of the extreme extrovert spectrum, but it turns out, that might not be true after all. I've had very little human contact in weeks and I'm surprised to report, I don't miss it. Could be I was just traveling too much and needed a break, but relative to other people I know, I seem to be really taking to this quarantine life!”

How I’ll Take This Lesson With Me Post-COVID-19: “I'll take more time to be alone and be better at cultivating and honoring my need for alone time.”

Caitlin Iseler

Founder and CEO of Happyly, which encourages families to spend less time planning and more time experiencing life together by providing active lifestyle inspiration for families across the U.S.

An Unexpected Lesson COVID-19 Has Taught Me: “I am capable of slowing down. As someone who runs hard in all things, it’s been healthy for my family, my business and my well being to slow down. I used to think of slowing down as a weakness but now I see it as a chance to let my brain recharge and address challenges with a level of new found creativity and grace.”

How I’ll Take This Lesson With Me Post-COVID-19: “I’m enjoying quiet time to be more present for myself, which in turn is good for everyone around me. It’s a new part of me that I’m embracing and plan to take with me!”

Wadeeha Jackson

Senior Director of Compliance at Blocx, a payment processing platform that utilizes block chain technology to increase the speed and efficiency in business transactions.

An Unexpected Lesson COVID-19 Has Taught Me: “COVID-19 has shown me that I cannot control everything and I have to manage the anxiety that comes from my inability to control external factors.”

How I’ll Take This Lesson With Me Post-COVID-19: “I will take the importance of being more grounded and focus on managing my internal well-being. Surrendering doesn't mean giving up — merely it's managing how you internalize and manage dealing with the loss of ‘being in control.’”

Jackie Ghedine

Business and Life Coach at The Resting Mind, which works with Gen X women who are at a mid-career crossroads, struggling with weight loss, or navigating their next move.

An Unexpected Lesson COVID-19 Has Taught Me: “My 11-year-old daughter has severe ADHD. Most sixth graders can go and do their work on their own, but unfortunately for my daughter, she will stare at something that needs to get done and it overwhelms her. Every day we break apart everything that needs to get done into small chunks, one step at a time. COVID has been a gift to me. This precious time, seeing how she learns, understanding her struggles first hand and finding ways to help her manage has helped me to reevaluate my expectations, something I hadn't done and couldn't do.”

How I’ll Take This Lesson With Me Post-COVID-19: “I am embedding in my memory, exactly the kinds of actions she takes when trying to do her work—from not being able to retrieve information to forgetting what she was doing four seconds after starting something—all so I can remember exactly what she struggles with every single time she opens a book or looks at a math problem. My expectations will not be how she did on a test and instead, reviewing the work together to ensure she just understands how to solve a problem.”

Nikki Bruno

Founder of The Epic Comeback, which helps high-achieving women in their 30s and 40s stage Epic Comebacks from divorce, illness, or loss.

An Unexpected Lesson COVID-19 Has Taught Me: “I've learned that quarantine conditions bring out massive surges of creativity for me, both personally and professionally. I used to think that creativity flourished with a lot of external stimulation, but it turns out the reduction in mobility and general noise freed up a fountain of ideas in my brain!”

How I’ll Take This Lesson With Me Post-COVID-19: “I'll honor my ideal creative set-up by sequestering myself in cozy places and eliminating distractions.”

Gabriella Ditalia

Founder of Mirror & Lens, which helps clients restore sacred balance by living in the space between their personal truth and the material world.

An Unexpected Lesson COVID-19 Has Taught Me: “I have weathered this experience with leadership and resilience, but in a way I didn't expect. I am philosophical and curious and I have always been able to connect those traits to real life experiences and actions. I built my business to help people wanting to make positive change in uncertain and transitional times in their lives using the tools I've always used to navigate challenging times in my own life. Sometimes uncovering the key to helping others is by learning to see your own unique qualities that are easiest to take for granted.”

How I’ll Take This Lesson With Me Post-COVID-19: “I am much more committed to the values of my business, allowing the strategies to shift and evolve. I know that wisdom is in connection, not in information and I continue to embody that in my work with clients.”

Marta Subko

Founder of subko&co, a boutique digital marketing agency.

An Unexpected Lesson COVID-19 Has Taught Me: “I have always thought that office space is one of the most important factors in building company culture. Also, I’ve always been a firm believer that people tend to be less productive while WFH. To my surprise, I’ve discovered that I and my teammates are very efficient as a fully remote team.”

How I’ll Take This Lesson With Me Post-COVID-19: “Our lease with WeWork is ending in May, and we decided not to extend it and to stay fully remote for the next few months. It’s cheaper, safer, and more productive in many ways. The situation forced me to be more creative as regards how I connect with my teammates so I came up with new ideas on how we can nurture our culture while working apart. Now we have regular weekly check-Ins, Office Vibe Surveys, edu-quizzes, and we even do pilates together via Hangouts once per week.”

Erin Halper

Founder and CEO of The Upside, a community and referral network of consultants and experts.

An Unexpected Lesson COVID-19 Has Taught Me: “I've learned that all businesses need to offer community and all professionals need to feel connected to like-minded people. The Upside was about to launch a membership cycle when COVID hit, forcing us to completely halt any and all well-planned promotions. What surprised me was how little our business was affected by COVID and the subsequent cancelled marketing campaigns, proving that people prioritize community and connections above almost everything else.”

How I’ll Take This Lesson With Me Post-COVID-19: “I'm doubling down on programming that adds value and creates an even stronger community for our members.”

Keira Kotler

Founder and CEO of Everviolet, which designs, engineers, manufactures and sells high-quality lingerie and loungewear for women’s bodies after medical procedures and other life-changing events.

An Unexpected Lesson COVID-19 Has Taught Me: “During this time, I've learned how much I thrive in moments of change. Instead of focusing on potential losses, I am feeling stimulated by the prospect of opportunity and ways of offering myself and my business for the good of others. I've always been an adaptive and giving person, but I'm surprised by how quickly and intuitively pivots and success from pivots are taking place.”

How I’ll Take This Lesson With Me Post-COVID-19: “The pivots I refer to are not just shifts in marketing or communications but actual changes in business practice and focus. I will maintain and expand upon those post-COVID. I've learned how authentic and smart consumers are, and I want to meet them in this place with transparency, benevolence and heart.”

Ellie Hearne

Founder of Pencil or Ink, a leadership communications agency that specializes in remote coaching, team workshops, and culture consulting.

An Unexpected Lesson COVID-19 Has Taught Me: “Leadership isn’t a title or a vocation, it’s present (or absent) in every decision I make—at work and at home. With the distinction between those areas of my life blurred, I'm recognizing that leadership wins look different than they did just a few months ago. For example, considering how to do something vs just what needs to be done is particularly important at the moment. And giving my children what they need to thrive on a given day might not mean a robust home-school curriculum—it might mean screen-time and a snack. And that's ok.”

How I’ll Take This Lesson With Me Post-COVID-19: “Mostly, this has been an exercise in patience, boundary-setting, and considering what matters most—personally and professionally. Those are evergreen.”

Lindsay Tabas

Startup Strategist at Lady Engineer, which helps founders design and sell the right product before spending too much with developers building the wrong one.

An Unexpected Lesson COVID-19 Has Taught Me: “As Vail Resorts closed and, with it, my winter snowboarding hobby that kept me busy, I thought because I was already 100% work-from-home for the better part of six years that I could #KeepItNormal. Each adjustment to daily life and news item brought with it a tiny prick, and as those pricks added up, I learned about sensory processing sensitivity. I always thought I was being careless and ignorant by avoiding the news or turning away from overly anxious people, but it turns out that I'm really a highly sensitive person, and it's a trait that I need to consider before engaging with others.”

How I’ll Take This Lesson With Me Post-COVID-19: “If a highly sensitive person beats herself up because she's being ‘too sensitive’ to daily life, then isn't that an unending circle of negativity? The diagnosis is always the first step, so now I can start setting boundaries with others when I feel my senses are getting overloaded.”

Michal Levison

Founder of Seasoned Moments, which shifts workplace culture and helps leaders build strong teams through food.

An Unexpected Lesson COVID-19 Has Taught Me: “I'm more introverted than I ever imagined. I was never a homebody before COVID-19. Turns out, I'm truly enjoying being at home, with my loved ones, with barely any action. I have been unpacking many of my issues in therapy this year, and I am more quiet and centered internally. I no longer need to run to the loud noise, the big to-do in order to escape my inner turmoil. I am much more at peace.”

How I’ll Take This Lesson With Me Post-COVID-19: “I will definitely make time for myself to be still. I may not ever be able to recreate this unique environment again, but I can certainly make it into a daily ritual of stillness, quietness, and inner reflection.”

Lily Scott

Founder of Lily's Ladle, which crafts frozen bone broths with ingredients sourced from Southern New England.

An Unexpected Lesson COVID-19 Has Taught Me: “As an entrepreneur, I have been trying to think of ways to reinvent the wheel in the retail food business. This is such an old and antiquated market with many middlemen and it's been making me crazy. How to change the food system when I also have to feed my own two young children AND keep my small business afloat, it means I have to depend on this system. COVID-19 has knocked the grocery store business on its head, and I'm seeing beautiful things emerge—local companies created to deliver farm fresh food to local customers, small retail businesses creating online shopping methods and contactless pickup points, and wholesale delivery services pivoting from restaurant supply to home delivery in order to keep employees working and bring good food into homes.”

How I’ll Take This Lesson With Me Post-COVID-19: “I think I'm going to pivot away from grocery store sales and focus more on partnering with grocery delivery services. It cuts out at least one full warehouse of people that touch my product before you buy it. And I'm going to try and get Lily's Ladle on more restaurant and cafe menus—sipping broth is healthy, nutritious, and delicious and supports the immune system. Why not have the opportunity to buy some from our favorite lunch spots?”

About the Author: Dreamers & Doers is a private collective for extraordinary entrepreneurial women supporting one another in achieving audacious dreams.

Up next: 36 Successful Entrepreneurs Share Their #1 Piece of Advice for 2020 Graduates

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Opinion: Why You Should Make a PPT (People, Places, Things) List to Own This Chapter of Your Life Right Now

Photo: Courtesy of Ariel Upton

When I was in my early twenties, my life guru and now business partner, Betsy Tomlinson, a woman forty years older than I, introduced me to a ritual she had created earlier in her career.

For each season and chapter, she kept detailed lists of the most important people, places, and things in her life. In her beautiful scrawl, she filled pages of hand-selected Italian leather journals (her favorite) with notes like:

• 3 pm at The King Cole Bar

• Chatting with Ricky at Blue Agave over a margarita—extra ice

• Long late lunch with C at Bistrot Margot

• Watching the sun dance through the apartment in the afternoon

• The first day of planting season

• White taper candlesticks

There was no intent for what the list accomplished other than it helped her acknowledge and appreciate the things she held dear. With each list, she cemented the people who meant the most to her, the places that brought her the most comfort, and the things that elevated her life. 

I adopted this practice immediately. Today, we formally call it a people, places, things (PPT) list. I was 22, newly graduated, a fresh young professional living in downtown Chicago. My list looked something like this:

• M&M—new coworkers who make 9:00-5:30 too much fun

• Summertime picnics in the park

• My bright coral H&M dress 

• Fuji (my pet name for my first city bike) and taking rides by the lakefront

• The Curse (a Wrigleyville dive bar that was our very own version of Cheers)

A decade later, I can vividly see these people, places, and things, and the impact they had on my daily life. I can reflect and see with absolute clarity that these were the things that made my life feel right and feel like mine at the time.

While it’s been nearly ten years since Betsy introduced me to this practice and my lists have changed often, direct reflections of the distinct chapters of life following the thread of new jobs, new friends, new cities, and new focuses. 

Focus. 

This is what this practice has brought to my life. As we grow we are essentially in a phase of constant expansion if we allow ourselves to be. There is always room for more—more growth, more experience, more interests. And while more can be appealing, it can also be terribly distracting. More pushes us to go wide, instead of going deep. 

It’s important to recognize that there are seasons for more just as there are seasons for less.

Enter COVID-19. This pandemic, while completely without a playbook or any certainty on what the other side of this will look like, is a transition at its core. Similar, not the same, to transitions we’ve all navigated before: new job, new city, new spouse, new child, new chapter, new season. 

This transition is begging for a PPT list all it’s own. 

I’ve lost track of what day of quarantine I’m on, the days of the week continue to lose their pre-corona meaning, and the lines of time continue to blur. As a result, I’ve found myself more and more distracted by the bombardment of constant communication with dozens of people I haven’t spoken to in years in addition to my closest people and colleagues. There’s no shortage of suggestions for new things to do or try at this time to fill the hours. My relationship with place has been forced to change. The newness and the change of it all can be overwhelming.

So I sat down and started the age-old practice of creating my PPT list for this chapter of life. Once again, this exercise helped me deduce what is essential vs. what is a distraction in this new season we’ve been forced into.

Today, my list looks something like this:

• The blue couch in my living room 

• My garden

• Himalayan Salt Lamp

• Grunty (my car) 2006 Volvo station wagon

• Puzzles (I can’t believe I love puzzles)

• Aunt Bonnie’s recipe for soda bread

• My Morning Rightness Writing Group

• A very short list of people who bring me comfort 

• Tracy Anderson workouts

• The bathtub

In response to the pandemic, we, like so many others, pivoted our business strategy. What once was a focus on printed copies of a journal only available in the United States and in-person events, gave way to a digital edition that could reach anyone anywhere, and online events. I was so skeptical about the latter.

On March 15th, just as the world turned upside down, I put a casual message out on Instagram, “If anyone wants to meet for 30 minutes to reflect on a daily journal prompt and share our answers, send me your email.” Today, 50+ women from around the world participate in “morning rightness” on a bi-weekly basis from six countries and 10 states.

Last week, I invited them to write and reflect on their own PPT list. I had no idea that this prompt would spur so much emotion in the group and myself. I found myself crying when it was my turn to share, so moved by their reflections on how they viewed their lives today. I was amazed by their resilience and commitment to celebrating the people, places, and things they love most as they are right now.

As you navigate the pandemic and the inevitable transition that follows, how can you focus your energy on the people, places, and things that delight you instead of those that drain you? 

How can you unapologetically prioritize your essentials and let the rest fall away?

If you want more, sometimes you have to reach for less. 

Writing Activity: Make a list of the 10 people, 10 places, and 10 things that mean the most to you right now. Continue to refine your PPT list as you move through different chapters or seasons of life. 

About the Author: Ariel Upton is on a quest to do it right every day of her life and help others do the same. She is the co-founder of The TODAY I DID IT RIGHT™ Approach and Self-Connection Journal. She is an intentional activator in all of her work as an author, writer, speaker, and mentor. To individuals, corporations, and communities, she is a careful coach that champions self-connection through writing into existence. Ariel believes living a right life on a daily basis is the secret to living a right life. She is an American ex-pat (former Chicagoan, forever Floridian) living in Sweden, where you can currently find her gardening, writing, and exploring the countryside @todayididitright.

TODAY I DID IT RIGHT is generously offering Create & Cultivators a15% discount on The TODAY I DID IT RIGHT Digital Edition. Simply enter code "CC15" at checkout. 

How to Talk About Money With Your Significant Other (No Matter How Stressful the Times Are)

Photo: Jack Sparrow for Pexels

Whether you’ve been together for years or are just starting to date, talking about money with your partner can be fraught at any stage of the relationship. 

In fact, it’s often harder to bring up personal financial beliefs than it is topics like your sex life, politics, or even religion. During a pandemic, it’s even more challenging, yet deeply necessary. With so many households losing one or both incomes or simply feeling anxious about money, now is the time to foster open communication with your partner about money and how it makes you feel. 

As a financial therapist, Amanda Clayman, a financial therapist and Prudential Financial’s wellness advocate, is here to guide couples through this conversation all the time and is here to tell you that you are not alone and it gets better. With practice and an emotionally aware approach, you can navigate financial power dynamics, underlying assumptions, insecurities, and conflicting money styles and actually use money to bring you closer together than before.

Here are some tips to get you started.

Take an Emotional Litmus Test 

Money has a dual nature as a symbol and a tool in our lives. Before moving into a conversation about how you and your partner use money practically (to pay the bills, shop, etc.), consider what significance you symbolically place on money in your lives. Do you mentally tie your savings to your sense of self-worth? Or perhaps certain spending behaviors help you craft your personal image? These core meanings we attach to our money often go unexamined but can explain much of our emotional response when our financial lives are disrupted.

With the pandemic in full swing, job security uncertain, and markets moving up and down, it is normal to have a tidal wave of feelings. Take the time to acknowledge each one and think about why you are responding that way. Ask yourself what that feeling is trying to tell you about your values. By sharing these money triggers and truths with your partner, you can connect on a deeper, more meaningful level instead of squabbling about numbers.

Remember There Is No “Right” or “Wrong”

The way we choose to handle money is based on temperament, past experiences, and family learnings. These factors create a unique money style for each of us, and chances are, yours is not the same as your partner’s. Suspending judgment is essential in exploring money as a couple. Like any highly personal topic, the temptation to protect your own decisions by labeling them as objectively “right” is strong, but it is impossible for either of you to share the vulnerable details of your financial actions and feelings if this attitude is part of the conversation.   

Get to know each other’s money styles and stories by asking what money was like growing up for your partner. What was their first financial memory? How did they hear money talked about as a child? The more you know, the more you can emphasize and see not only the logic but the emotional reasoning behind choices that may have puzzled you before. When you both step back from trying to convert the other to your money style, you open the door to more creative solutions and compromises. 

Make It a Date—and Lean on Each Other

There never seems to be a good time to talk about money, even though it’s constantly on our minds.  Take the awkwardness out of beginning the discussion by making regular monthly or bi-weekly “money dates” with your significant other. Try ordering takeout from your favorite spot or opening a bottle of wine so you can both look forward to the conversation instead of dreading it. In these times of uncertainty, you may feel the need to increase the cadence of your money dates to once a week or more. Just remember, when more stable times return, don’t give them up! Choosing to talk about finances when times are good will provide you with a sense of normalcy when you need to talk about it in times of stress. 

These regular dates also allow you to keep each other grounded, especially during a crisis. Money is directly wired into our sense of survival, so when things feel out of control in our financial lives, we are wired to be reactive in a way that is not necessarily proportional to the actual threat. Consistently talking through these feelings with your partner will provide a perspective other than your own to gauge how well your emotions are matching up to reality. Gently support your partner and turn toward each other to decide on a healthy response to money stress and not make rash decisions in a silo. 

In conclusion, personal finance can be one of the most emotionally difficult topics to initiate in a relationship, but the more you practice it, the less scary it becomes. In times of upheaval, like this pandemic, we have a choice to let our anxiety drive us apart from our partners or have brave, productive, and affirming conversations. Times of difficulty are also opportunities to expand our empathy and find a deeper level of connection with our significant others. The important thing to remember is that this pandemic and subsequent financial uncertainty is neither you or your partner’s fault and will pass with time. In the meantime, Let’s come together on the things that matter, like supporting each other emotionally and remaining present. 

About the Author:  Amanda Clayman, a financial wellness advocate for Prudential Financial, is a widely recognized leader in the field of financial therapy. She helps her clients decode how thoughts, feelings, and associations shape their financial choices and identifies how those patterns serve and limit them in their lives. For over a decade Amanda has been helping people move beyond shame and frustration to find opportunities for personal growth embedded in the financial challenges they face.

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Ask an Expert: How to Create Financial Wellness By Rebuilding Your Personal and Financial Life Post-Layoff

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

“

Taking the time to create a financial roadmap will help you feel more in control and take the uncertainty out of your future financial picture.”

-Kathy Entwistle, Senior Vice President of Wealth Management, UBS Financial Services Inc.

It happened. It’s not a drill. And you most certainly aren’t happy. Why would you be though?  You were part of a major layoff, a restructuring, or some other term your company arbitrarily chose to deliver bad news, and now you are wondering what to do. You don’t want to spend time on a government web page endlessly scrolling for answers on unemployment, and you definitely don’t want to breach the subject with your friends or family yet. 

That is exactly why Kathy Entwistle, the senior vice president of wealth management at UBS Financial Services Inc., has outlined clear, actionable steps for you to take because while it is always acceptable to ask your network for help, a little preliminary research can bring a sense of independence and the power to stay positive and keep moving forward. Consider this your go-to source for handling all things personal and financial wellness for the next 30 days. 

Find your best Spotify playlist, give yourself a hug, and let’s get to planning your next act!

Put Yourself First 

Take some time to process the fact that your day-to-day life has changed. Not only is social distancing starving the human condition for connectivity and engagement, but your routine and purpose will have to be redirected, too. Find time over the next few days to look inside, reflect, pause, and even try meditating if this is not something you normally do. There are many great mediation apps, and most are offering free trials. 

Set Your Goals and Objectives

Whether you choose meditation or some other form of internal reflection, one important guidepost in your checklist and planning will be your purpose and intention. Setting an intention as to your schedule, routine, and plan to get yourself back on track will be crucial. The less intentional you are about your goals and objectives, the less effective you will be in pursuing them. 

Let’s start with your career intention and work our way to your financial intention. LinkedIn just became your new best friend (or same old friend for some who use it often). Reaching out through messaging, connections, and coffee breaks will provide exposure to the people who can provide proper guidance, advice, and possibly even the interview you wanted all along. 

A great book to read to help guide you on your new career path is called, “What Color Is Your Parachute?” It will give you some great questions to ask yourself when assessing your career intention, and possibly, a new career path.

Assess Your Resume

Find time to recraft your resume and ways to be a storyteller rather than a fact board. Make sure your resume tells your authentic story and is crafted to the right target audience for jobs you will now be applying to. Let’s not forget; your current connections at your company are extremely valuable. Reach out to both those who have been laid off and those who haven’t, but you know well. Their recommendations and willingness to help you on your next path are not to be overlooked!

Review Your Financial Plan

You want to first reacquaint and understand where you stand financially. How much you have, how much you need, and where you can pull cash flow from. Is it your portfolio kicking off dividends or coupons from stocks and bonds? Do you have an emergency fund with three to six months of easily accessible funds? Do you have anyone who is depending on you?  

Make sure to take a look at your credit card statements or activity online. This will tell you where you might be able to cut costs, like shopping for clothes online or ordering takeout. Just as you would block off time on your schedule for meetings, block out time on your schedule to review your plan, we might even suggest you accompany it with a matcha or your favorite cold brew.

Review Your Severance

The standard is two weeks of severance for every year you have worked at the company, but that is not mandatory. Make sure you take the time to understand what they are offering you, you are even permitted to try and negotiate. 

Also, check to see about your health insurance coverage. Will your employer be providing Cobra coverage and for how long? If you have a partner or spouse, make sure to account for yourself on their benefits when appropriate. 

Not everyone’s package will be the same, so focus your energy on yourself and what you can control. While we are still in the assessment stage, we are already moving forward. Keep that playlist rolling!

Review Your Debt

If you have credit card, auto loan, or student debt, now might be the time to conserve and preserve your cash. Don’t pay anything other than the minimum until you get back on your feet and are in a better position to get back on track and put together a plan to reduce your debt.  These are debts that you will want to be able to eliminate once you have your cash flow back in place and you have an emergency fund set aside.

Map Out a Savings Strategy

It might seem that much more difficult to worry about your day-to-day expenses let alone remember to stash away some for later, but it is important to keep saving, even if you have to decrease your contributions to your savings account. Ideally, you would not be selling any of your investments to fund your day-to-day expenses so you can continue to let your nest egg grow, however, we realize that you might need to sell some investments to get by.

Come Up With a Selling Strategy

You will want to be aware of any tax impacts of selling investments with unrealized gains. Unrealized gains are taxed at capital gains, instead of your higher ordinary income rates, and could cause an even larger burden if you don’t have the funds to pay the taxes. You will also want to keep in mind your long term investment strategy. If the investment has good prospects for future return or it is an investment providing cash flow, you might want to rethink selling that position just for liquidity.

Consider Borrowing 

Think about borrowing, as long as the rate of return will outmatch the rate of borrowing and opportunity costs. For example, rather than selling your investments to access cash, think about keeping your long term investment strategy running and borrowing for short term liquidity. When you get back on your feet, you will be happy to see your nest egg was compounding for a longer time and without any tax drag or reduction in size.

Money can be stressful. Not having money can be very stressful. Taking the time to understand your financial picture and take the steps necessary to create a financial roadmap will help you feel more in control and take the uncertainty out of your future financial picture.

About the Expert: Kathy Entwistle is the senior vice president of wealth management at UBS Financial Services Inc., providing straightforward financial advice tailored to the life you lead. Kathy has been in the financial services industry for more than 25 years. A former stay at home mom who donated her time teaching local financial classes to women, she rose to the heights of being named a "Forbes America's Top Women Wealth Advisor" in 2017 and 2018. As a seasoned multigenerational practice within UBS Private Wealth Management, Kathy, along with her son and the rest of her team, has guided generations of sophisticated families as well as senior executives and entrepreneurs through complex financial challenges.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

The CARES Act: What Are the Facts?

Photo: Vlada Karpovich for Pexels

The rapid spread of the coronavirus has led many states to mandate stay-at-home orders to protect the lives of hundreds of millions of residents. Although these social distancing measures are intended to safeguard the health of the public, the economy has come to a halt as a result. As of the end of April, over 26 million Americans have lost their jobs. 

The CARES Act was enacted by Congress and signed into law on March 27, 2020, as a response to the COVID-19 pandemic’s effect on the economy. Coronavirus-related legislation is being quickly developed on both state and federal levels to help Americans during this unprecedented time, but the speed of the measures passing sometimes makes the new developments unclear.

Here’s a closer look at the CARES Act and how it can help you.

What Is the CARES Act?

CARES stands for the Coronavirus Aid, Relief, and Economic Security. The act is essentially a $2.3 trillion stimulus bill to support the U.S. economy through the coronavirus crisis by providing payments, tax breaks and loans to local governments, Americans, and businesses over the next decade.

The CARES Act is intended to provide help to the people and the local governments responsible for them. The main focus of the act is to preserve jobs and protect those who are unemployed due to the COVID-19 pandemic. It provides help in four parts:

• Assistance for American Workers and Families: Payments to help Americans during the challenging economic times.

• Assistance for Small Businesses: Funding to help small businesses maintain existing payroll and hire back any laid-off employees.

• Assistance for State and Local Governments: Providing $150 billion in funding to state, local and tribal governments to navigate the COVID-19 crisis.

• Preserving Jobs for American Industry: Employer and small business tax breaks, loans, and deferrals to help businesses keep their employees.

What Does the CARES Act Do?

The U.S. government has allocated almost $2.3 trillion for this act. The funds are meant to keep Americans employed or at least financially covered until they can work again, as well as encourage local governments and businesses to continue to operate. Some of the most notable spending includes the following:

• Issuing one-time stimulus checks of at least $1,200 to qualifying taxpayers.

• Expanding and extending unemployment benefits by $268 billion.

• Providing $887 billion in loans and grants to local governments and businesses of all sizes.

• $276 billion in tax cuts for businesses including payroll tax credits and pushing back payroll tax due now to 2021 or 2022. 

• Providing at least $1.25 billion in aid to each state impacted by the slowdown in the economy which has created a decrease in tax revenues the states would normally use to fund public services.

• Providing $153 billion to healthcare facilities and support teams due to the impact of the coronavirus. 

• Allocating $42 billion for additional food stamps, housing support, and child and family services funding nationwide.

• $40 billion for education-related spending, including the deferral of student loan interest for six months and maintaining student aid for existing students.

• $20 billion for individual tax cuts to give the public a break as they struggle financially.

Who Does It Help?

The CARES Act helps nearly everyone. Employees, employers, independent contractors, the unemployed, small and large businesses, and states and local governments all benefit from provisions in the act.

If your small business is struggling, you may be eligible to receive payroll tax breaks and defer your payroll tax until next year. You may also qualify for loans and grants to keep your business afloat and your employees in place to weather the outbreak. 

If you’re currently unemployed, your state’s unemployment benefits have been increased and extended. Even freelancers and independent contractors, who would not normally be eligible for unemployment in the past, are now eligible through the CARES Act’s Pandemic Unemployment Assistance program. Contact your state unemployment office for more details, since states have rolled out their independent contractor benefits at different times and with different conditions.

How Much Money Are You Eligible For?

Aside from the assistance mentioned, all households are eligible to receive a one-time stimulus check. The CARES Act provides all households with a payment of up to $1,200 per adult (with an income of less than $99,000 or $198,000 for joint filers) and $500 per child under 17 years old. That adds up to $3,400 for a family of four.

How Can You Apply?

You don’t need to apply to receive your stimulus check. If you file tax returns every year, you don’t have to do anything further. If you haven’t filed in the last couple of years because you don’t make enough to file, you can sign up to receive your economic impact payment through the IRS website. You can also track the progress of the payment, as well as choose to receive the check via paper check or direct deposit through the website.

If you collect Social Security, you also don’t have to do anything but wait. The IRS will use the information provided on Form SSA-1099 and Form RRB-1099 to generate your economic impact payment.

Navigating the Crisis

The current COVID-19 situation isn’t easy. Luckily, state and federal governments are taking measures to support you as the situation evolves. Do your part to help the economy by buying from small businesses to support them during the COVID-19 crisis. The outbreak is likely temporary, but its economic impact will remain for years.

About the Author: Jori Hamilton is an experienced writer from the Pacific Northwest who enjoys discussing social justice, empowerment, and how to improve the workplace. You can follow her on Twitter and LinkedIn.

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Ask an Expert: How to Process, Cope, and Move Through Grief Right Now

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

“In order for us to heal, we have to feel our feelings.”

—Dr. Morgan Francis, Licensed Mental Health Therapist

Grief is something that most of us are experiencing right now. In the wake of COVID-19, just consider all that we’ve lost: the lives taken by the coronavirus, the lost livelihoods, the depleted savings, the upended routines, the canceled plans, the postponed weddings, and so much more. Odds are, each of us is processing and attempting to move through one of the five stages of grief right now.

In this installment of our Ask an Expert series, we asked Dr. Morgan Francis, a licensed professional counselor with a doctoral degree in clinical psychology, to share her insights on how to process, cope, and move through grief right now. Scroll on for some of the key takeaways from the conversation and follow Create & Cultivate on Instagram to tune into the next installment of the ongoing series.

The 3 Us

“In order for us to heal, we have to feel our feelings,” Dr. Francis wisely points out. In order to do so, there are three things about grief that we all need to be aware of and understand, a.ka. the three us:

U #1: Unique. “Your grief is unique,” explains Dr. Francis. “Your loss is unique to you. There’s no benefit when we compare our suffering. Your pain is worthy of being recognized and being noticed. Your pain matters.”

U #2: Universal. “Your loss is unique, yet it is universal,” says Dr. Francis. “We all feel it and can relate to one another though everyone’s grief is unique to them.”

U #3: Uncertainty. “There is so much uncertainty right now, and it’s an uncomfortable place to be,” notes Dr. Francis of the current COVID-19 crisis. “Here’s the thing about uncertainty, it allows possibility. There’s a lot of possibility right now in your life. There’s going to be a change and a shift.” 

If you’re struggling with uncertainty (U #3), Dr. Francis suggests the following exercise: “Think about a time in your life when you didn’t know the outcome, she explains. “Then ask yourself what have you overcome when you didn’t know the outcome?”

This could include anything from moving to a new city, starting a new job, entering a new relationship, or having a child. “There have been plenty of times when you haven’t known the outcome but you adapted and you made it through,” she reminds us.

The Box Breathing Method

Originally developed by the Navy SEALs to help them cope with their environments, box breathing is an effective tool for reducing anxiety, calming down, and grounding yourself, explains Dr. Francis.

To practice the method: Inhale for four seconds, hold your breath for four seconds, exhale for four seconds, and finally hold your breath for four seconds.

“You can repeat as many times as you need to until you feel more grounded and calm in your body,” says Dr. Francis. “It’s a great tool for regulating how you feel in your body.”

The 5 Stages of Grief

According to Dr. Francis, it’s important for you to name what you are feeling. “Grief is not a linear process, the key is to identify which stage you are in so you can start to understand and feel your feelings,” Dr. Francis reminds us. This is where the traditional five stages of grief come in handy:

Stage #1: Denial. “We want to remain in our preferred reality,” explains Dr. Francis.

Stage #2: Anger. “We’re mad about our reality,” she offers. “We want accountability and we want somebody to be responsible for what happened.”

Stage #3: Bargaining. “It’s the idea that if I did this, could I have that,” Dr. Francis explains.

Stage #4: Sadness. “It’s the feelings of hopelessness and helplessness,” she says.

Stage #5: Acceptance. “In this stage, you’re starting to accept the reality,” Dr. Francis explains. “However, this does not mean that you like this reality.”

Dr. Francis recently launched a new online course, Loving Yourself Through Loss, and is offering Create & Cultivators $100 discount with the code CULTIVATE100.

About the Expert: With over 20 years in the mental health field, Dr. Francis is a licensed professional counselor with a doctoral degree in clinical psychology. She is the founder and owner of Scottsdale Premier Counseling, a private practice in Arizona providing individual, couples and group therapy. She specializes in the treatment of body image and eating disorders, self empowerment, sexual compulsive behavior, mood disorders, relationships, and trauma.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Ask an Expert: How to Reduce Anxiety and Fear Right Now

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

“Resilience is something that you can cultivate.”

—Michelle Kuei, Author, Life Coach, Speaker, and Founder of elevatelifecoaching.org

If you’re feeling anxious as a result of COVID-19, your’e certainly not alone. In fact, more than one-third of Americans (36%) say that coronavirus is having a serious impact on their mental health and most (59%) feel that coronavirus is having a serious impact on their day-to-day lives, according to a new poll by the American Psychiatric Association.

For tips on how to cope with anxiety and fear in the midst of this crisis, we tapped Michelle Kuei, an author, life coach, speaker, and the founder of elevatelifecoaching.org, for the latest installment of our Ask an Expert series. Ahead, we’re sharing three actionable steps she swears by for dealing with anxiety and fear during coronavirus and beyond. Be sure to follow Create & Cultivate to tune into the next conversation.

Step 1: Understand Your Fear

“You’re probably familiar with the following acronym: Fear is false evidence appearing real. It’s our body’s natural response to the unknown. 

So, here are a few empowering questions to ask yourself to start understanding your fear:

1. What are you telling yourself when you are afraid?

2. What are you afraid of?

3. Is what you’re afraid of real? (Avoid falling into the trap of that acronym.)

4. How likely is it that what you’re afraid of is going to happen?

Recognizing fear is step one, and now you have a choice: you can run away from fear or you can overcome it by creating a safety net.”

Step 2: Create a Safety Net

“Start by asking yourself: What is the worst thing that can happen? You might lose your business, you might lose your job, you might not be able to pay your rent. Think through all your worst-case scenarios and write them down.

Then, look at your worst-case scenarios and ask yourself: How likely is it that it’s going to happen? If you feel like the worst-case scenario is a likely outcome, come up with a plan. Planning can help us reduce some of the unknowns and can help alleviate the fear and stress that comes with uncertainty.

Another way to manage fear: Fake it till you make it or, as I like to say, face it till you get it. Start thinking about your fear as a part of you and you don’t need to get rid of it. The fear is showing up because it wants to protect you. Instead of resisting it, walk with it.”

Step 3: Cultivate Resilience

“I recommend that everyone keeps a judgement journal. Journaling is a great way of keeping track of what happens and as an outlet for our emotions.

To start a judgement journal, here’s what you do: Keep track of your negative thoughts, and for each negative thought, come up with two different ways of looking at it.

This is a process that we call “reframing.” Every statement that we use and the phrases that we speak to ourselves matter. The more that we can train ourselves to have a different perspective we train ourselves to use those different judgment muscles, such as gratitude and resilience.

Remember, resilience is something that you can cultivate.”

About the Expert: Michelle Kuei, Pharm.D., ACC, CPC, ELI-MP, is an author, life coach, speaker, and the founder of elevatelifecoaching.org. She’s an ICF associate certified coach, a certified professional coach, a certified energy leadership index master practitioner, a certified Cor.E transitions dynamic specialist, a WomanSpeak Circle leader, and a doctor of pharmacy.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

5 Ways Brands Can Show Up for Their Stakeholders Right Now

Photo: Retha Ferguson for Pexels

Brands across the globe are in the midst of deep values recalibrations due to the COVID-19 crisis. Voluntarily or involuntarily, they’re being challenged to look at why they exist and who they exist for in order to find ways they alone are positioned to serve.

It’s crucial that brands recognize that what matters has little to do with simply incorporating giveback missions and promoting sales and is more about providing what your core stakeholders (customers, teams, suppliers, etc.) need while being mindful of context, tone, and transparency. The brands that double down on their values in order to add value are most likely to find their way through the painful decisions they’ll have to make during this and any future crisis.

While the opportunities to contribute are endless, below are a few ways brands can think about showing up, strengthening loyalty, and building toward the future.

Through Information

Every individual with access to the internet is inundated with information at the moment, even without beginning to consider paid marketing. At a time when anxiety is running high, misinformation or poorly timed information can be damaging to your brand. Sometimes showing up means saying less.

Here are questions to ask: 

• How does your brand currently contribute to the spread of information? Is this information timely or necessary to share?

• Can your brand contribute positively by distributing sound information that’s useful (ex. resources, guidance, activities, recipes)?

• Do your paid ads feel disingenuous? Can you adapt the tone for relevancy? 

Through Compassion

With empathy taking over the marketing lexicon in the past couple of years, now is the opportunity for brands to truly put it into action. Ditching a need for polished perfection in preference for vulnerability can bring your brand closer to all of its stakeholders.

Here are three questions to ask: 

• Which of your stakeholders is most affected at this time? How can you support them?

• Is it possible to be honest with your customers about where your brand stands and how that’s evolving as time goes by?

• How can you reimagine your services, adjust your pricing model, or launch campaigns to serve your audience where they are?

Through Action

We’ve seen brands around the world pivot almost overnight to digital offerings, transform their factories, and more. Taking what’s core to your brand mission into account and then expanding that reality to continue to adapt is paramount. There’s more opportunity for experimentation and iteration than ever, but brands need to be willing to take their audience along for the journey.

Here are three questions to ask: 

• What’s a single action would your brand regret not taking right now?

• Can you reformat your offering to help on a macro level? Who can you collaborate with to touch new people and spread awareness?

• What content and experiences can you create that your audience is craving at this time?

Through Ideas 

It’s no surprise that innovation comes in times of deep pressure. The uniquely human capacity for imagination that’s born out of constraints is what’s allowed us to evolve and survive for thousands of years. More than ever this is an opportunity for our biggest ideas to emerge to help us navigate the seismic shifts appearing in our world today.

Here are three questions to ask: 

• What can you do now that has never felt possible before?

• Can you serve an additional audience that you may never have thought of reaching?

• What can you begin creating now that the world will continue to need when we emerge from this? Who can you collaborate with to bring these new ideas to life, in order to maximize impact?

Through Optimism 

Our strength as a global community relies on our ability to stay determined and hopeful that we can guide ourselves out of this. That doesn’t mean we should approach reality with a sense of naiveté or pretend we aren’t going through a global crisis, but it does mean we need the determination and faith that something brighter awaits in order to forge forward.

Here are three questions to ask: 

• What silver linings have appeared for you and your brand? How can you galvanize around them?

• What problems have appeared that your teams can dream up ideal solutions for?

• How can your brand cultivate and share messages of hope without undermining the gravity of the situation?

There’s no certainty in how long this pandemic will last, or what the true impact on our global community and economy will be, but the more determined brands are to keep asking tough questions the more new ideas will start to appear. Commitment and courage from every leader in sharing ideas out loud—first with themselves, then to colleagues, to audiences and the world will allow us to shape and enhance the evolved reality we want to live in. It’s the only thing that ever has.

About the Author: Lori is the founder of a big idea, a home for thoughtful brand building based in LA, where she works with emerging and growing mission-driven brands. She has a decade of experience working with legacy brands, media companies, startups, and social enterprises to develop and optimize marketing strategies. An idealist and a builder at heart, she began a big idea with a desire to give identity to the undeniable ideas we all have inside of us and create new brands that are built to last generations. She's currently offering free 1:1 strategy sessions to brands affected by COVID-19 - you can schedule by reaching out at lori@abigidea.com.

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Ask an Expert: How to Negotiate Lower Bills and Save Money Right Now

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: picjumbo.com for Pexels

If you’re feeling anxious about the state of your finances right now, you’re not alone. The coronavirus pandemic is causing nearly 9 in 10 Americans to feel anxious about money, according to a new survey from the National Endowment for Financial Education. Almost half (48%) of individuals say that they’re worried about paying their bills (28% for both housing payments and utilities).

For tips on how to negotiate lower bills and save money right now, we tapped none other than Nicole Lapin , the New York Times best-selling author of “Rich Bitch,” “Boss Bitch,” and “Becoming Super Woman,” for the latest installment of our Ask an Expert series. Read on for some of the highlights and be sure to follow Create & Cultivate on Instagram to tune into the next conversation.

Step #1: Reevaluate Your Spending Plan

There’s no one-size-fits-all solution for creating a budget, but as a general guide, Lapin recommends breaking down your income like this during COVID-19:

• 65% of your income should go toward essentials. (This is your rent, your mortgage, your car payment, your groceries.)

• 30% of your income should go toward your endgame. (This is your retirement plan, your emergency fund, and anything else that’s for “future you.”)

• 5% of your income should go toward extras. (This is your Netflix subscription, your morning latte, etc.)

Step #2: Negotiate, Negotiate, Negotiate

“You can negotiate anything,” Lapin explains. “Your medical debt, your cable bill, your utility bill, your car insurance, the annual percentage rate (APR) on your credit card—ALL of it is negotiable. The worst thing they can say is ‘no,’ and the answer will always be ‘no,’ unless you ask.”

When you’re making calls to negotiate your bills and payments to places like your cable provider or your credit card company, Lapin recommends using the following key phrases to use to get the best deal possible: “What’s the best you can do? Can i talk to a manager? Can I talk to a supervisor?”

When it comes to your rent or your mortgage, there are a lot of relief programs available right now, including moratoriums on evictions and a pause on payments. That said, “the first thing you do when you talk to your landlord is ask for a deferment (3 months is pretty standard),” offers Lapin.

“Then, ask about what you’re signing up for: Will your payments be prorated? Or will monthly payments simply start up again?,” she notes. “And don’t be afraid to ask for a break in payment or ask to put your security deposit toward your payments.”

Psst… For more insights on how to negotiate from Nicole Lapin, sign up for her free scripts and templates at nicolesfreebies.com.

Step #3: Get All the Benefits You Possibly Can

“There is no shame in the unemployment game,” Lapin reminds us. "Careeronestop.org is the best place she’s found to apply for unemployment. “Click on the COVID button and go to your state, go through all the prompts, and apply for unemployment.”

If you’re a small business owner who hasn’t been approved for a loan through SBA (the U.S. Small Business Association), don’t forget about credit unions and fin-tech companies. “Apply through Paypal, Square, or Cabbage,” Lapin recommends.

Then, go after all the grants. “Grants.gov is the best place to find a treasure trove of all the grants out there,” says Lapin. “The more niche and random you can get, the better (the PEN organization for authors and writers, for example).” 

Last, but not least, find out when you’re getting your stimulus check. “Go to irs.gov/getmypayment to look up the status of your payment,” says Lapin. You can also find out if you can expect a direct deposit or a paper check in the mail.

About the Expert: Nicole Lapin is the New York Times best-selling author of “Rich Bitch” and “Boss Bitch.” She has been an anchor on CNN, CNBC, and Bloomberg and hosted the nationally syndicated business reality competition show, “Hatched.” Her third book, “Becoming Super Woman,” is out now. She’s also the founder of personal finance masterclass The Money School and co-hosts the “Hush Money” podcast on iHeartRadio.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Ask an Expert: How to Get Legal Protection for Your Small Business

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

“

Although we’re in the middle of a pandemic, there is going to be a large wave of new businesses. If you don’t take the time to protect your business now, you will end up spending 10-20x more money in the long run defending yourself.”

—Andrea Sager, a small business attorney

As a small business owner, or someone wanting to start a small business, there’s one part of your business you can’t ignore: LEGAL. In reality, it doesn’t matter what size business you are. No matter what stage you’re in, there are legal protections you must take into consideration if you want to keep the money you make. 

Enter: Andrea Sager, a small business attorney shaking up the legal industry with her Legalpreneur plan which provides all-access to her firm for small businesses. Every day, she works with business owners who are on the verge of losing everything because they don’t have the right legal protections in place. Don’t let that be you.

Below are three ways you can protect your business during this pandemic and beyond, according to Sager. 

Entity Protection

Sole Proprietor

It’s important for your business to operate as some type of legal entity. If you have not created a legal entity for your business, then by default, you are a sole proprietor. Sole proprietors get no legal protection for their business.

A sole proprietor is personally liable for the debts and obligations of their business. Personally liable means if your business owes a debt or is sued, then creditors can come after your personal bank account and personal assets. Operating as a sole proprietor is risky. It’s scary to be in a position where your personal assets are on the line. The good news is that setting up a legal entity will provide you with the protection you need. And it doesn’t have to be expensive or complicated.

Unlike a sole proprietor, legal entities provide personal liability protection for business owners. When you operate under a legal entity, if your business owes a debt or is sued, the creditors can only come after the business’s bank accounts and assets, not your personal bank accounts and assets. It’s nice to know that you’re not at risk of losing your house because your business fell behind on some payments. 

Limited Liability Company (LLC)

The most common legal entity small businesses operate under is a Limited Liability Company, a.k.a. an LLC. Operating under an LLC is usually the best legal business entity your business can operate under, because it is easy to setup and it provides great liability protection to its owners.

To set up an LLC, you must file paperwork with your state and pay a filing fee. Before you file the paperwork, you need to have a few things figured out so you’ll be able to complete the paperwork. Some of the things you need before filing your LLC are the name, a registered agent, and how it is going to be managed. Once you’re approved through your state, the LLC does not give you any federal trademark rights. Trademarks are discussed further below.

Corporations 

A corporation is typically not the best fit for a small business. Corporations have more fees and maintenance involved. However, if you plan on having investors, a corporation may be the best choice. 

Contracts

I’m sure you have heard the term “get it in writing.” That is always a good rule of thumb in business. Contracts essentially define a relationship between parties. Contracts are important whether your business sells goods or services. With goods, contracts define price, delivery, the refund policy, shipping, when and how payment is due, and quantity. Issues can arise in any of those areas so it’s important to have them defined in writing.

Services contracts may need additional terms to help protect you. Service contracts can define what exact services will be provided. Some services are dependent on client response. Service contracts can allow you to terminate the contract if the client isn’t being responsive. Sometimes the result of a service can be subjective. Service contracts can protect you from a client saying, “I’m not satisfied with the service and I’m not paying.” 

Why It’s Important to Have Terms and Conditions

If you run a website for your business, you’ll want to make sure you include terms and conditions. Terms and conditions are not required by law, but they’re are something you will want to include because it’s the contract between you and the visitors of your site. Terms and conditions can protect you if someone uses your website to make defamatory comments or infringe on someone else's intellectual property rights. Those are things you are not going to want your business to be liable for. There are lots of sample terms and conditions on the internet, however, it is best to have a licensed attorney draft terms and conditions for your website to fit the specific needs of your business. 

Why It’s Important to Have a Privacy Policy

If you collect any kind of personal information from your customers/clients then you will need to have a privacy policy in place. Personal information includes names, addresses, mobile telephone numbers, email addresses, and so forth. A lot of states have privacy laws that require you to disclose what personal information you store and how you use it. There can be big penalties for not complying with privacy laws. Like terms and conditions, there are lots of sample privacy policies on the internet, however, it is best to have a licensed attorney draft a policy that fits your business. 

Intellectual Property

There are three types of intellectual property: trademarks, copyrights, and patents. It’s important to understand the difference between these because they protect different aspects of your business. And whether you know it or not, many times intellectual property is the most value part of your business. 

Trademarks

A trademark is a word, symbol, or combination thereof that is intended to identify and distinguish one merchant from another. Essentially, trademarks allow consumers to distinguish who is offering what goods or services. You can apply for a federal trademark registration for goods or services that let consumers know your goods and services come from you, such as your business name, logo, slogan, podcast name, service name, product name, and many more. 

In order to obtain federal protection, meaning you are the only one that can use that term or logo throughout the United States, you must apply with the United States Patent and Trademark Office. The trademark application process takes at least six months, and the average amount of time is nine months. Filing a trademark application can be difficult, so it’s best to work with a licensed trademark attorney when filing. 

Copyrights

Put simply, copyrights protect original works of authorship (content): podcast episodes, photos, videos, this blog post, books, songs, movies, and many more. The purpose of copyrights is to award creators for their creations by protecting the expressions of their ideas. 

The neat thing about copyrights is that you don’t have to obtain a registration to have rights. Once you create a work, and it meets the qualifications, it’s automatically protected by copyright law. However, you can register your copyright with the United States Copyright Office, which does have its benefits. First, having a copyright registration allows you to sue someone for copyright infringement in federal court. Additionally, a registration allows you to recover attorney’s fees in a copyright infringement lawsuit. Meaning, if you win an infringement lawsuit, the other side will probably have to pay for the cost of legal fees.

Although we’re in the middle of a pandemic, there is going to be a large wave of new businesses. If you don’t take the time to protect your business now, you will end up spending 10-20x more money in the long run defending yourself. Do what you can now to protect yourself.

About the Expert: Andrea Sager is a small business attorney shaking up the legal industry with her Legalpreneur plan that provides all-access to her firm for small businesses. After working for a large law firm working with large businesses, Andrea realized her true passion was helping small businesses embrace and protect their business and intellectual property. In just under 2 years, Andrea has become the go-to attorney for entrepreneurs, protecting everything from their brand names to their courses and blog posts.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

Ask an Expert: What to Do When Your Revenue Is Significantly Slashed, According to a CEO

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

“

I haven’t taken a paycheck since February, its more important to me to think about the company long term.”

—Dr. Heather D. Rogers, founder and CEO, Doctor Rogers RESTORE

In this edition of our Ask an Expert series, Dr. Heather D. Rogers, the founder and CEO of Doctor Rogers RESTORE, joined us on Instagram Live to chat about everything from how to keep your business alive to how to get your best at-home skin.

For the uninitiated, Dr. Rogers is a dermatologist and CEO who is managing both her practice and her business in the midst of this crisis. She is seeing patients, hand packing orders, and wearing more hats than ever before—all while giving up her salary.

Scroll on for some highlights from the conversation—including why you should focus on your mission—and follow Create & Cultivate on Instagram to tune into the next one.

Your Brand Pillars Matter

“Being a brand right now, you really have to have very clear ideas of what your pillars are. Don’t start a company unless you can say why you are different and what you bring to the marketplace in three sentences. If you’re trying to bring something better to market and help people, that is something there is always space for.”

Less Is More When It Comes to At-Home Skincare

“When you’re at home, don’t overdo your skincare. Don’t do 15 masks a week, don’t over-exfoliate. Make sure you wash your face, moisturize your face, and wear sunscreen.”

“You should wear sunscreen even if you don’t go outside. When you’re inside, if you’re by a window, you will get UVA, which will break down collagen and give you brown spots—I always recommend a zinc-based sunscreen.”

“When your skin is agitated, less is more.”

Give and Get Support (We All Need It)

“I haven’t taken a paycheck since February, its more important to me to think about the company long term.”

“The really big banks are not going to help you here, you need to find the small banks that you can build a relationship with who will really go to bat for you.”

“We started a campaign called Help the Healers to give our products to healthcare workers. It feels good for us to do it, it helps the healthcare workers, and its also creating content.”

“I’ve been working really hard to be responsive to needs without being reactive because everyone needs a little more help right now. You need to thank your staff every day and recognize what they are doing every day.”

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert. 

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!