- Carolyn’s Career Story
- Taking Bold Risks in Business and Life
- Using Social Media to Engage with Customers
Talk to me about how you’ve taken risks in your business and in your life.
My thing is always, “Go big or go home,” and that’s what I’ve found myself doing time and time again in life. My first company I started in the hair care industry actually failed and I didn’t bat an eyelash before getting up and doing it again…A lot of the risks I’ve taken over the last 13 years have been bold, and a lot of times I had such a vision years ahead. I worked backward from my vision, and I wasn’t going to let anything stop me. I was just determined to create what I love.
How has social media played a part in your marketing?
So much of this brand has been built on word-of-mouth. When you start a brand with $80,000 and then get it to this point, it is really the organic love of the people that gets it there. We didn’t have big marketing budgets, we couldn’t hire big PR firms. In the very beginning, some of the passion that came out about the brand—completely organic and unsolicited—was from stars. They were tweeting about it, they were talking about it, they were Facebooking about it, they were publicly professing their love for the brand. And I would tweet them back. This was when Twitter was out maybe a year. And one of the first people to do that was Christina Applegate…Social media is absolutely huge. It’s made a big impact on my brand, and it’s only getting bigger over time.
Key Sound Bites
-I don’t stop until I get it to a point where I really think it’s the best.
–The true way to success is figuring out how you’re going to get to your endpoint and how you’re going to continue to inspire yourself to have a new endpoint.
-When you start a brand with $80,000 and then get it to this point, it is really the organic love of the people that gets it there.
-There’s nothing better than business with a purpose.