How Catriona Smart Is Making the Marketing Industry More Inclusive
Last fall, Catriona Smart left Halo & Co., the PR and occasions agency she’d co-owned for seven years, to launch That Good, a artistic company that focuses on immersive model storytelling—particularly, social media, expertise administration and blowout occasions that merge social enterprise with a significantly good time. Her shopper roster consists of corporations like BMW Canada and Lululemon, and she or he’s redefining what it means for an company to present again: That Good hosts financial-literacy and PR workshops for college students and different ladies entrepreneurs by means of The Remix Project, the place Smart additionally sits on the board of administrators.
Title: CEO, That Good
Degree: B.A. in gender research and political science, University of Toronto
Age: 43
From: Montego Bay, Jamaica
Currently lives in: Toronto
When I used to be a child, I assumed I’d develop as much as be: A lawyer. I actually favored debating in class, so it appeared like a pure development. But then I went to my first yr of college and thought, “Eight more years of this? No, thank you.” I used to be wanting to get out into the world.
My favorite childhood reminiscence is: On Saturdays, my dad and mom would drive downtown from the suburbs and take me to a bookstore known as Mabel’s Fables, and I used to be allowed to select a e-book. It was often from The Baby-Sitters Club sequence—I suppose I used to be at all times drawn to the concept of entrepreneurship!
The greatest takeaway from my schooling is: Critical pondering. Specifically, understanding that there’s by no means only one aspect to any story.
My first job ever was: Barista on the Corner Coffee House in Newmarket, Ont. I make a imply cappuccino.
A major problem I needed to overcome was: Getting out of my shell. I’m shy and an introvert, so networking and promoting myself may be difficult. But as a marketer, I’ve to drive myself to get in entrance of individuals. Having a group of 5 sturdy ladies behind me at That Good has made me extra assured.
Something that actually wants to vary in my trade is: Representation within the C-suite. PR is a really white trade. I believe if there are extra individuals of color in positions of affect, it should spotlight to others that there’s alternative within the subject no matter what you appear to be. You can’t be what you may’t see.
The second I knew I’d made it was: When I noticed my group at That Good shut offers on their very own. Regardless of whether or not they stick with me or transfer on to different alternatives down the road, it’s thrilling to see that sharing what I’ve realized has allowed them to develop into who they have to be.
Related: How to Implement an Internal Coaching Program
One factor I used to be compelled to study the laborious approach was: It doesn’t ever get simpler; it simply will get totally different. There are at all times new challenges. For instance, this yr we created a financial-literacy convention, known as Make Money Make Sense, and went out to each main monetary establishment for sponsorship. We obtained “no” throughout the board. I ended up self-funding it, and it was a serious success, promoting out in two days. When issues get troublesome, I remind myself that there’s at all times a approach, even when it’s a must to do it by yourself.
The factor that retains me motivated is: My 10-year-old daughter, Harlowe. I need her to make her personal decisions and forge her personal path and never be held down by ridiculous issues like magnificence requirements or gender norms. I’ve seen how shortly younger ladies can go from being so assured to completely crushed by one thing a boy says.
When I want inspiration: I’m going for a stroll or a drive and put my telephone away. I discover it an increasing number of troublesome to not be chronically on-line, however as quickly as I disconnect, my thoughts clears, the noise stops and the concepts come.
“You just have to get out there and fail faster, because that’s how you learn. If it goes right all the time, then you’re doing something wrong.”
The greatest false impression about being an entrepreneur is: That you may set your individual hours. The actuality is, I work from once I get up till I go to sleep. And the toughest half is managing individuals. There’s this false impression that you simply’ll have everybody doing all of your be just right for you and also you’ll be in Bora Bora.
The recommendation I at all times give others now’s: Perfectionism is a entice. I’ve met individuals who have been attempting to launch one thing for 15 years as a result of they haven’t gotten it excellent. Women particularly are raised to be good, however you simply must get on the market and fail sooner, as a result of that’s the way you study. If it goes proper on a regular basis, you then’re doing one thing fallacious.
Before I retire, I actually need to: Inspire extra ladies of color to push boundaries and create extra space for others to come back up after us. I need to see extra individuals who appear to be me in larger positions.
