Episode 110: How to Activate Our Inner Power & Manage Self-Limiting Beliefs — Podcast Transcript

Speakers Nichole Pitts (Host) and Gina Unterhalter (Guest and Leadership Coach)

Nichole Pitts

Welcome to The Ethintegrity Podcast, Gina. I’m so excited to have you here.

Gina Unterhalter

I am so excited to be here and do this podcast with you, Nichole. I’ve been looking so forward to it.

Nichole

Oh, I’m so excited and glad to hear that. I really love your journey. I feel like in some ways we’ve got similar journeys since we have a bit of a similar background.

But I loved your career journey from employment lawyer into this personal coaching or business coaching career that you have. And I wanted to see if you could walk us through where you decided to take that pivot in your journey to go from lawyer/barrister to coaching and helping and empowering others to fulfill their greatest purpose.

Gina

Oh my goodness. I absolutely love that question. So right now I serve these incredible women in the role of a coach and a therapist. And I use my gifts and my skill to help women feel better about their lives and to really help them activate their inner power. I always had that gift and I always knew that I had it.

And I started off my studies actually studying experimental psychology because I was like fascinated by people and what made people pick and how they worked. And then transitioned into legal and became an employment lawyer because it took the fascination that I had with people. But then, coming into corporate, put it in more of a commercial framework.

And I also come with a long lineage of lawyers. And what I found is while I was showing up physically as a lawyer every day doing the work, learning so much as in legal as you do, and I was utilizing the gift that I have, but it wasn’t to full capacity, It wasn’t to full purpose. And there was like this niggling yearning within me to do something more, to go bigger, to help more people and I stayed in legal for such a long time. I stayed there for 10 years because you get caught up right in the salary, in the trajectory, and you tell yourself a story that you’re trapped and it’s so hard to leave. And actually, my hand was kind of forced because the firm which I worked for, and I’m not gonna drop names or anything, but it went bust and 3000 people across the EMEA region were made redundant.

And it was almost like divine intervention. And the divine intervention went Hey girl, this is your moment. This is your chance to really lean into your gift, lean into your path and your purpose, and to actually use those fields which have been yearning to birth through you, to help more women, to help more women really activate their power to step into their most authentic, truest versions of themselves.

And so I made a choice. I made a big brave bold choice and took that leap and I said goodbye to the six-figure salary and all of the kudos of being this employment lawyer and these big city firm, and I went, You know, what’s more important to me? What’s more important to me, is to follow what turns me on, follow what brings me joy in a challenging way because as we know, like the path of entrepreneurship is not an easy journey. It is not the easier path, right? But when you commit to that challenge and you grow and you learn and you fail, and you learn and you succeed, and you learn and you help and you activate that deep sense of service. That is what made me connect to the pivot.

That’s what made me jump. That’s what made me take my great leap into the world of coaching and personal development.

Nichole

And what do you feel like has been your most fulfilling or rewarding part of coaching and personal development?

Gina

Oh, I am so privileged to work with such incredible women, and these women are so successful and so powerful but somewhere they have been conditioned still notwithstanding the fact that they have the success and on paper this power, and they assume these incredible leadership roles and these amazing businesses, they still for some reason don’t think that they’re enough.

They still for some reason, don’t connect in with that worth and that value. And for me, it’s when I see these women finally connect with that, and I don’t say that I do that for them. They don’t, I’m just there. I’m just the mirror. Like I’m just the coach. I just reflect back what I see. But when they really get it the pressure, the yoke of expectation, that judgment, that self-criticism kind of diminishes.

And they can breathe in their own glory and use that glory to amp up their lives. So what happens when women do that when they truly connect in with that and they’re not pretending, or people pleasing or perfecting, and all the rubbish, which we are so socialized as women to be even in these high and important roles, is that they fill their cups up and they amp up their lights.

And when they amp up their lights, they can hold more space for other people. It’s like this glorious ripple effect of lights. I’m gonna become the beacon. I’m gonna own my work, I’m gonna own my value. And what you do is you encourage people to meet you there. You encourage people to meet you at that energetic frequency.

They say, Hey, like, look at so and so. She’s doing so well. She’s so in her groove. I want that. And it happens on a subconscious, energetic level. It’s like the ripple effect of lights. And so this is what keeps me going. It’s like that is my gift. That is my service. That is my role to support, guide, help reflect more back to these women that they have all the power within to activate, to be free into the world. And in doing so, you become the light for other people.

Nichole

You do such a great job of reframing and that’s one of the things that I really enjoyed with working with you and to the listeners, I first came across Gina in 2020. Yeah, a month after the pandemic started and you were doing a webinar for this personal club in London that we were both part of.

And I really connected with you and reached out for you to be my coach. I do give you a lot of credit for helping me work through my self-limiting beliefs, I still use those tools because you would reframe it and be like, But what if. Yes. And a lot of the pressure that I would put on myself and these high expectations were self-inflicted.

And it was understanding, It’s okay. Yeah. Not to meet those high expectations every day because most people don’t have that expectation. You set the expectation with people that you work with and that your hundred percent is way above and beyond. And if you show up at 50%, especially if you’re an overachiever you’re already exceeding expectations. And that’s one of the things that really, really helped.

Gina

Yeah. A hundred percent. So there was so much in there that you just said, and I wanna start with how women approach life because I think it’s so important.

We are so conditioned to be perfect. To be the good girl. To people please. To have everything achieved and perfect right now, that we lose ourselves in the process. And if a, I’m gonna use the word patriarchal. I do not mean men. I mean an energy or belief system under which we have all been brought up in as what had predicated modern society today.

That we live in this patriarch of paradigm. Harder, better, faster, more, more, more. That we forget who we are and why we are here and what we are doing. And it all becomes achieving for the sake of achieving. Achieving for the sake of receiving the good girl pat on the back. And that external validation, and that sense of enoughness rather than realizing that we have that enoughness just from within, and so we lose sight of what we are doing, why we are here. And it’s also reactionary. It’s also dictated by the external rather than coming back into the internal and recognizing that we as women, we are one holistic being our work selves is our home selves and it’s our personal selves.

And so we have to be looking at our lives holistically and recognizing from, what energy and from what position we are operating from. I know for us, and I use the word us, is that we had a predisposition, or one does, um, particularly when you, if I use the example of that, the entrepreneurship journey is to model the corporate paradigm onto that.

And so we were talking about expectation and judgment. Well, you know, where did you learn that from? It’s from this very corporate patriarchal paradigm. And actually what we realize is that it gets results, but you’re gonna burn out and it’s exhausting and it’s not actually healthy or in alignment.

And so where the reframe comes from is really being brave enough to critically examine your modus operandi. Like, why am I operating like this? What am I trying to prove? And to whom and where did I learn all of this stuff? There must be a different way, right? Like what if there was a different way? What if there were the way of operating and being that achieved success while also achieving rest and balance?

What if there was a way of being that meant that I didn’t have to put all of the pressure and expectation and judgment on myself, but still got the result that I wanted? And what we learn when we go on these journeys is that there is, and it all starts with you getting super clear about what you really desire for your life.

And then when you get clear on that, the money, the results, the client, the status, whatever it is, it kind of flows. When I talk about the desire, I’m like, I’m talking about the feeling like how do you wanna feel joy, love, calm, balance? You start there and then from that point, then we can start working out strategic elements around that.

How do you create structure around that? How do you build a life for you that works around that? Because there are a thousand different ways of operating. We’ve just been so conditioned to operate within the go, go, go patriarchal paradigm, and that is one way of doing it.

Nichole

Well, I think you made such a great point, especially about how the patriarchal paradigm and how we are conditioned from corporate. I’ve talked to so many other entrepreneurs, and basically, we did a lift and shift when we started our own business, and we’ve been so conditioned by corporate, which is really driven by profits. And of course, you know, as an entrepreneur you wanna make money because it’s all on you. And as I’ve said to you and others, many times, I didn’t wanna be riding the 38 bus selling mixed tapes in order to make rent. But looking at one of the things that you talked about today, but you’ve talked about with me several times, is being in service. And that really was changing the thought pattern from profits and how do I make this business to be successful in the terms of corporate, what I’ve always defined as success versus how do I empower and serve others? Mm-hmm. to be the best to give out that gift so that they can be better. How do they make lives better for the people that work in their organization? And that really was I think a critical shift in looking at business models.  And as I’ve talked to other entrepreneurs, you can definitely see on the journey of people that decided I wanna be in service and how we approach business now, I think is a more creative way. Have you found that?

Gina

A hundred percent. This just deeply resonates for me, and we are all so guilty of doing this, so lift and shift. Why? Because that’s all we know. So we’ve gotta have a lot of love and compassion for how we started out, right? Because the whole process of entrepreneurship is a brutal journey, I think.

Cause you start for nothing and then you create something. But you’ve gotta have grace for it and you’ve gotta learn along the way. And so we come into this and we’re like, How am I gonna make money? How am I gonna find clients? How, how, how? I mean just the energy of that. I talk a lot about energy cause it’s so important.

It’s the key. And it’s scary and it feels like it can go away at any time. And it’s very disempowering because when we are in that frame of mind, what we’re saying is I need you to validate my life. And that’s a terrible place to be because you are rising and you’re falling by whether somebody pays you.

And what that does to your nervous system is horrific. Yeah. You can’t function and live like that. It’s this awful rollercoaster. You’re always high functioning. Your nervous system is in a constant state of activation. And again, we use the B word burnout, stressful. You burnout or you’re resentful, or you just won’t do this business or a business.

 We have to come into the energy of service. One becomes an entrepreneur because they have a gift. Cause they have a vision of a gift. Cause they’ve got a sense of something within them that needs to be shared. The methodology for sharing that gift is service. It is about “we” not “me.” What is about me is me showing up, sharing what I have to share with the world, sharing my message, sharing my service, sharing how I can help, what I can do. And in doing so getting richly rewarded for it.

Cause I know, like if I show up fully embodied as me and my gift of service, owning my stuff, owning my worth, owning the value of what I have, you can change your little slice of humanity. It’s about becoming brave enough to show up in service, but the more you do, the more it just becomes your way.

Nichole

Yeah. I think you made such a great point about energy and tapping into that. Especially you were talking about validation and I feel like a lot of times in corporate we are seeking and rushing after that validation in order to get promoted, in order to get raises, those types of things.

And when you start your own business, then that validation turns into I have to get clients, I have to make X amount of profit every year. And one of the things I think that’s happened, at least for me and I know other entrepreneurs is that when you start your own journey as a business owner, you have to do a lot of self-work.

And I realized I was the martyr. If I just work all the time. I love being like I’m Type A and I work 16 hours a day and I’m working weekends and this is it. Because that was kind of a badge of honor, realizing it was actually not no. Which in taking that to the entrepreneur side, and you work even more because there really is no demarcation to your day than you do slide into burnout.

So it’s that, how do I change my energy? Yes. How do I really look at, how do I feel? How am I showing up? Especially with DEI work and talking to people and having so much coming at me, how do I protect myself from all the other energies so I can show up as my best self for them, but not take in all of other people’s trauma? Or beliefs and things like that.

Gina

Beautiful question. I love it. I love, I love it. Okay. You are in a very wounded masculine energy. Mm-hmm. So I’m gonna talk a little bit about energy here cause I think there’s some really good takeaway points here. We as beings have both. We operate from masculine energy, and we operate from a feminine energy. We are conditioned in patriarchal society to operate from what I call a wounded or a toxic masculine energy.

That’s push, push, push, push, push, push, push, you know, hierarchy, ego, power, grooving, and then from a toxic or wounded feminine energy, like the ‘woe is me’. The not taking radical responsibility, the feeling like, everything’s done to you, a real kind of wounded maiden.

Where we wanna get to operating is what I call the divine feminine and divine masculine energy. And it’s allowing based with those kinds of energies to really grow and for you to connect them with them. Cause we have them, right? So what do I mean by this? We have to create space to connect in with the feminine part of us.

The feminine part of us is the divine feminine part of us. It’s creativity, it’s deep introspection. It’s creating time and space for pleasure. It’s creating time and space for joy and rest. It’s creating time and space for love and compassion and self-love and self-nurturing. You know, think of like big mama vibes, right?

Like this, like real divine nurturing kind of energy. But we don’t give space to that, particularly at work or in our businesses because in patriarchy it’s seen less than. However, there is so much power in connecting in with what I call that divine feminine energy. Because in that divine feminine energy you find, you recharge, you connect in with what lights you up, you connect in with what turns you on.

You connect in with your creativity. You connect in with the joy of life. Because if we just stay here operating in the kind of toxic, high-functioning energy, well where’s the space for that? And then you can see how the balance shifts and we’re in burnout land and it’s stressful and this whole thing, which the reason why we left corporate and built these businesses in the first place, Look, I wanna go back into corporate. At least I’m getting paid, you know,

We’ve gotta bring the conscious awareness and asking ourselves, what’s the energy? The underlying energy that I’m constantly operating from? And where in my day can I just create a little bit more space to be in that feminine energy? It can be as simple as lighting a candle and having roses in your office.

Look at that just brings you back there. To running yourself a bubble bath, creating time of deep introspection, meditation and visualization, allowing yourself to connect with creativity on a more spiritual level. If you into it, like maybe connecting in with the seasonal cycles, you know, all an amazing time of change that’s very feminine.

Or if you’re into the moon cycle, connecting in with that, finding empowerment and wisdom through those channels. And then as women connecting with your internal cycles, whether or not you still menstruate, it doesn’t matter. We’re still cyclical beings. That’s very feminine. But we have to give it some containment. And so if we can find a way of being in that feminine and then doing in the masculine, so we’d be in the feminine, we find our creative juices connecting in with intuition and deep inner wisdom, all of that wonderful feminine juicy stuff.

And then let it be contained by what I call that divine masculine. Give it structure and form confidently and courageously in that divine masculine. And then when you start playing with that, you can start finding a little bit more balance when you do that. It also allowed time for the nervous system to regulate.

To become a less activated, become less high functioning course, the levels on your body, you’re gonna just have a moment to release, let you not always high functioning. Cause what often happens is when we just high function the whole time, then we stop, get sick. So it’s just creating that balance. To your other question when we are in a entrepreneurship or leadership or just a person in the world position, how do we deal with a lot of kind of negative stuff, which comes at us?

And this, I’m gonna use B word boundaries. We have to set our empowered boundaries and it starts with us choosing to set them. And it’s fricking hard for the conforming people, pleasing good girls. Perfection coach girls to set those boundaries. But if you were gonna survive in this world, the boundaries is imperative.

And actually I love the 1st of November. Cause November is “NO-vember” it is a time to say no to the people, places and things that drain your energy. So the question I’d like you and all the listeners to ask themselves is where can I challenge myself to set one empowered boundary?

Nichole

Now, what do you mean by empowered boundary? Yeah. Cause I love that phrase.

Gina

So an empowered boundary is if we think of ourselves like a vessel. And we are a vessel which is made up of a resource. And that resource is called your emotional energy. There’s only so much of it within you. Mm-hmm. . So we choose to give it over here. Maybe to that toxic person we choose to give it over there to that not nice thing that was said to us. We choose to maybe give it over there to something which we didn’t really wanna do, but we said yes to, but we didn’t really wanna do it because it’s draining or we say yes to that person, but we don’t really wanna hang out with them cuz they’re just completely negative. What’s happening to your energy?

Your emotional energy is going less and less and less. And let’s be like, look at it like a fuel tank, right? In a car setting an empowered boundary is empowered enough to go, Do you know what my energy is? My most precious resource, and so I’m gonna be brave enough and courageous enough to set boundaries on that and to say no when I need to say no to speak up. When I need to speak up, to push back. When I need to push back but we choose to set the boundary first. We go, I’m doing it, I’m gonna do it. And it’s scary because what happens is when we set a boundary and people have been so used to taking or slinging or whatever, they might throw a tantrum, but that’s their problem, right? Like that is their shtick not your problem to appease the tantrum, you’re just gonna come back and empower yourself to that boundary.

Nope. This is the level of respect I am demanding for myself and my lifeblood and my precious emotional energy. And that’s what I mean. And the more you do that, the more the negative stuff just kind of doesn’t land so hard because when you don’t set that boundary, cuz imagine like you had your car and you left the fuel tank leaking mm-hmm.

And so it depletes, it depletes and depletes. So when something not-so-nice comes your way, it hits you hard because your tank is low. And so it becomes very important to coming back into that empowered place of setting those boundaries. And as I said, it becomes easier to take the tough stuff. It doesn’t knock you so much. And I know we also have discussed during our sessions quite a strategic way of dealing with it or mindsets type way of dealing with it. But there’s a wonderful spiritual tool, which I love to do as well. It’s called bubbling. We’ve spoken about it, where you simply just visualize this glorious bubble encasing your whole body.

And you can imagine it growing from your heart center, and just grows and grows and grows and grows. And it just bubbles you and it protects you. And you can put that bubble around yourself every morning before you start your day and to be like in the bubble. And you can imagine, maybe it’s your aura, your shield, whatever it is, you, whatever color, but that’s your faith. And so if like you have a naggy whoever, or a toxic, whoever, a situation come away and they’re throwing their little arrows at you, you just imagine it sliding off your bubble and actually it provides the brain and anchor to go to so you can quickly pull yourself out of a tricky situation with something toxic or negative that has the propensity to drain your energy.

Nichole

Yeah. And that’s one of the things I loved in using bubbling. I looked at it as that I have this bubble around me, and then anything that was toxic or negative or just not serving my highest good. It was kind of like, dirt that would attach to the bubble. And then at the end of the day, I would take a shower and do this visualization of scrubbing off all of that negativity from my whole energy. And it really lifted my spirits and it was a tool that I didn’t realize I needed, but it was a game changer.

Gina

Oh, it’s so powerful. That when you come to the end of the day or at the beginning of your day, start off in the shower water like cleansing. And you just wash all of that stuff off of you. And we use sit there managers in ways, it’s like clean myself of all that does not serve me. Mm-hmm. . And it is powerful. And these mantras and these affirmations are powerful because we are telling our subconscious mind a very, very important message. We are telling a subconscious mind, which is our operating system, really more so than the conscious mind where all of our thoughts and stuff reside.

We we’ll be feeding a message to subconscious mind that says, I’m better than this. I deserve better than this. I’m cleansing myself of this. I value myself. It’s empowering yourself to make your move and your decision and set your boundaries and the base-level treatment of yourself through that higher self version of you. So that’s the version of you who had made it right? Like, there, there she is. She is you now. Right? She is you now. And I think it’s important to say that, she resides within you and you just more and more activating her and becoming her every single day. But it’s talking about, well, how would she set a boundary?

What would she do if I made decisions through that future style version of me, that woman that I’m becoming, that I’m stepping into that I know is inside me, that I’m just unlocking the one that’s made it, that I happy, healthy, successful version one. Like where would she set that boundary? What are the move that she would make?

What’s the decisions she would make? And that’s a really powerful reframe as well to use that cause that’s gonna pull you forward. That’s going to get you making decisions through the filter of your future you rather than where you are now. So that’s gonna kind of blow you out of your comfort zone towards where you wanna be.

Nichole

Yeah. And that was actually one of my favorite visualizations because sometimes if you can’t see it, it’s very hard to achieve it. Yes. And visualizing that successful, empowered you and the advice that she or he would give to the current you was really helpful in taking some of the emotion out of it.

One of the questions I do have for you is what are some tips and tools that people can use to really activate that inner power that you’ve been talking about? You’ve talked about, the empowered boundaries, the visualizations and meditations. What other tips do you have for people to really step into their highest self?

Gina

Oh, yes. Juicy question and I love it. Okay. We as humans have this amazing superpower, I’m gonna drop it, drumroll, please. It’s called ‘your choice’. It’s called ‘your choice’, right? Yes. And we don’t use our choice properly, okay? So we have to choose to go first. We have to choose to believe in ourselves so freaking fiercely.

We have to choose to believe that we are on this planet, in this extraordinary wild time in our collective consciousness. For a damn reason, as I said, to share our gifts, to be of service, to make the world a better place. So it starts with you choosing to a) believe that you have this unbelievable power within you, that if you were just courageous enough and brave enough to move past the fear and the self-doubt and the imposter syndrome and all the negative stuff, which by the way isn’t even yours, right?

Like you learn that stuff from your ancestry, God bless them, from society like it’s learned. And when you are in a state of fear and self-doubt, imposter syndrome, all that like kind of negative stuff that kind of wraps it stuff around that inner a power high self you like all you’re doing is protesting other people’s BS as well-meaning as they were, right?

You just learn this stuff. Just learn this stuff because we do as kids, we do, we learn it. It’s all picked up from your early childhood. So if you were just brave enough, you look beyond that and realize with consciousness and awareness that this self-doubt isn’t who I am. This fear isn’t who I am.

This part isn’t who I am. It’s an emotion and a feeling I may have with me today. But at my core, what am I now? I like to think about it in a spiritual perspective because that gives me a lot of empowerment. Like I fundamentally believe that we are divine sparks and whether you believe in a God or the universe or the stars or fairy dust or whatever like we have an element of creative magic inside of us, and that’s your power.

Some people call it a soul, some people call it God, divine spark, universe, whatever. Don’tcare what you call it. I want you to connect with the feeling of it. And it’s that part of you which is like, hell yes, I can do this. It’s a reason why we got our big jobs in corporate. It’s a reason why we went on this entrepreneurial journey, or whatever it is that you listen to.

It’s that bit of you that’s like, I’m glad he can do this. And then what happens is as soon as you say that, then all the negative stuff comes. But you gotta choose to believe in that spark no matter what, and you got to choose to go first. What do I mean by that? Cannot wait for the client or the promotion or the pay rise or the partner or the friend to come along and say, Okay, now you’re good.

Now, you’re good. Now you’re validated. Off you go. Like you’ve gotta choose to just be like, Okay, well I’m gonna do it now. I’m gonna choose to go first. Yeah. I’m gonna go first with believing in myself. I’m gonna go first with recognizing that just within me today, I’ve got so much incredible skill and wisdom and resourcefulness and brilliant just wrapped up in a bit of me.

Just that I’ve learned from being a human for the last X year that you have lived on this planet that is of high service that I could share today that could change somebody’s world. It’s choosing to believe that you are enough. It’s choosing to believe that you are ‘a spiritual being having a human experience’. That was a French philosopher who said that it’s not me and I can’t quite remember his name. It means that even though we have that spark of greatness and power within us, we’re human.

And so all the humanness is gonna come along with us for the ride. And how much grace and compassion can we have for that humanness? Cause the humanness is the fear, The humanness is the doubt, The humanist is the belonging to belong. That’s a part of us, which craves the validation. But when we look at all the human of us, like what can we learn from that?

Why do these things keep on showing up for me? Because there’s great wisdom in what we have been taught are our limitations, but effectively they are simply just showing you the patterns of behavior that have been emerging for you their whole entire life that you need to work on and heal and integrate and shift in order to get to the next level.

So when I talk to activating your inner power, it’s like recognizing, like that’s all you, right? Mm-hmm. , that’s all you, that nobody is gonna give you that. And it all starts with your choice. And recognizing that fundamentally, that inner power, can never, ever, ever be taken away from you. You give that stuff away, right? You give it away unwittingly.

Nichole

Yeah. I love ‘choosing to go first’. Just going ahead and doing it. And I feel like sometimes we are all so scared, but I love the quote ‘do it scared’. Yeah. I think also we think that people are looking at us and they aren’t, they’re not scrutinizing us as much as we scrutinize ourselves. Absolutely. One of the things you talked about was understanding your core and something that you and I did together was realizing and identifying my core values. And I’ve talked about this in other podcast episodes, is that we’re so conditioned to understand the company’s core values that sometimes we don’t know what our own core values are, which means that we are seeking this other validation, this external validation, and we haven’t rooted ourselves by understanding our own values.

So, can you talk about some ways in which to identify your core values and really get started on that road to see who you are and what you truly believe in?

Gina

Yeah, for sure. Before I actually do that, I just wanna pick up the one thing you said ‘do it scared’ and I absolutely love that. Because I think there is a huge misconception in life whether you are just a human or you are a career person or a business person, an entrepreneur, whatever you do is that when you reach a certain level, the fear in the self-doubt and the imposter syndrome goes away.

It does not ever go away. And I think that’s actually quite refreshing and empowering because you haven’t failed if it doesn’t. It’s just as we go up in levels that things change. It’s just which voice are you going to allow to be your guiding light? Are you gonna be guided by the fear or are you gonna be guided by the inner power?

And again, it’s the power of your choice. And to the point about being scrutinized, it’s like this, it, you know, like particularly in this day and age, people’s attention spans are short, right? And so one gives themselves such a hard time, like in your head all of the things, but actually everybody’s too busy focusing on their own business.

And again, like when you are in that kind of mindset of the scrutinizing that is the voice of fear, which is guiding and running the show. If you were in inner power it might be easier for you to let go of that yoke of self-criticism and judgment. So to the question about finding your core values. Fundamentally, what is the value? It is a principle or belief from which you live your life and from which you operate from.

If you are an entrepreneur, while your business is simply an extension of you. It’s like the roadmap from which your business operates from, and there’s so many cerebral ways that you can literally get yourself like muddled in a complete curfuffle about it. I trying to think it through and doing all these online tests and psychometric tests and all of those things. I think it’s very simple. Gotta drop out of your head. Just shut down those thoughts. What can happen is when you start to think things through or you’re too much in the cerebral, you go into comparisonitis, what’s that person doing? What’s that person doing? And should I be like that?

And then we’re like in a ‘should’ energy. Should energy is sticky because it’s not in alignment with you. And also we start to detract from inner power because when we are comparing, again, it comes from a place of self-doubt, of fear. We compare because we are doubtful of what we actually are. How do we find out what we actually are? Gotta feel it. Gotta feel it. Cannot think it. Gotta feel it. And the simplest way to do this is you can just come into a state of closing down your eyes and putting your hands over your heart center. Cause your soul energy, that divine spark lives here in your heart center.

And just starting down your eye and just breathing for a moment, coming into stillness, into being. And just allowing a bright orb just to kind of appear above your head when you’re in that moment of stillness with your eyes closed and just allowing that orb to drape down your head to dissipate all of that negative thinky, logicky sticky stuff.

And just allow it. Allow that light coming rest in your heart space and just truly feel it. And when you hear you just ask yourself some questions and go like, what lights me up? What brings me joy? What stretches me into the most exciting version of me? What stretches me into that higher self version? What feels good? You follow those feelings and then allow those kind of nudges to come through with like, ooh, like leadership, ooh, like freedom, Ooh, you know, all of that stuff, which you may or may not have gotten there if you were just trying to think it through.

Allow your values to come from the core of you. Allow your values to come from your heart and your soul. Allow your values to come from that inner power version of you, and you will get there through feeling it in your body, not thinking it in your mind.

Nichole

Yeah. I think that is so true. And also being authentic. Yes. Because I feel like, Yeah, I mean, when you challenge those values, I think when we first do it, we do default to what we know. Yeah. And we have to continue to challenge that to say, Is this dovetailing back to my corporate roots, or is this who I am at my core?

Gina

Yeah, a hundred percent. Yeah, you like the A word. Best word ever. So I think that’s right. And like for me, authenticity means loving and accepting who you are right now and having the courage and conviction to show up as that loved and accepted version of you. And so when it comes to looking at your values, we see how it has to come from your gut, from your heart, because how else can you truly love and accept yourself? The true you. If you weren’t connecting in with that heart, that intuitive piece, that inner wisdom, that gut piece. Mm-hmm. . And again, people feel that. Yeah, they do. You can see a mile away through people’s branding or whatever how they talk.

It’s like if they create a set of values based on a modus operandi of how they think they should be, look, they may get results. I’m not saying they won’t, but it’s just inauthentic and pick and it becomes very difficult to be something that you’re not. And other people sense that.

Nichole

I think it does a disservice to yourself as well. You try to show up so perfect. And I think that’s something you learn in corporate is that you have to be the best. You can’t show any weakness. There’s no room for error. Especially if you are from a marginalized community. Then you have to be twice as good, to get half as much. Mm-hmm. and I feel that by showing up perfect, it does a disservice to others that don’t understand the journey that you go through and really being imperfectly perfect so that people can connect to you.

Gina

Absolutely. Perfection will kill authenticity. Perfection is the polar opposite of authenticity. And you cannot be perfect and authentic because perfection is actually a wounded feminine energy. When you’re in the energy of perfection, you are in fear. We spoke about service and you cannot be perfect and in service, because what you do is you create, a separation between me and we. What you say to your audience or a client or whoever comes into your energetic field is that, Well, I’m perfect, so I’m up here.

And I’m better than you. You create hierarchy and you create a sense of division, and we don’t wanna do that because it’s toxic, it’s patriarchal, it’s not inclusive, and it’s not honest. And you cannot possibly be of service if you are being perfect. So to truly be in the energy of service, it’s having the courage and conviction to show the world who you are and what you’re made of, and that you’re human and that you have grown and learned and done and flipped up and had challenges because every single one of us does, and perfection has no place there. Cause it blows the hole right through the things that are going to allow a client, a person, another adult to truly connect in with you because you’re creating a hierarchical wall there.

My experience when that happens is whoever then comes into your orbit, the whole relationship just doesn’t work cuz it’s built on such rocky, untruthful foundations.

Nichole

Yeah, and it’s almost like the voices of the few outweigh the voices of the many. And I use the example of people that will point out where this wasn’t perfect. It’s to your point of setting that empowered boundary to say, I’m not going to take this in and I don’t need to really give a lot of credence to this. I always look at criticism as I wanna take the nuggets from it, but I don’t wanna take the trauma of it.

Gina

Yeah. And look the fundamental truth to receive any form of criticism is hard because we’re human. And that is a very normal human emotion. So you’re allowed to feel upset or shook or whatever. But as you rightly said, it’s like ok, now where are we gonna go with this? What’s the spiral?

Is it gonna go up? Is it going to spiral me down? Or am I gonna learn from it and allow it to make me use this as a springboard to my next level of growth? And again, I use the C word that is your really comes down to your choice. But I totally get and resonate how the voice of a few keyboard warriors or something maybe your colleague or a boss says to you can really shake you.

But if you can really empower yourself to say, Okay, what’s the learning here? Because I am human. What can I learn from this either about myself? Where can I improve? Because we’re allowed to improve. Improvement doesn’t fit alongside perfection because you can’t improve if you’re perfect. So the improvement is a really empowering place to be, and it is finding that activation of inner power to raise, Okay. Right. What am I gonna do with this? Spiral down or springboard forward? Because you have their choice and that power within you. To the point about activating your inner power, particularly if you are a content creator or have a social media presence, I think this might deeply resonate if you were of course in corporate too, but it’s like not everybody’s gonna like you.

Nichole

But we wanna be liked. And that’s where, to your point, you said you can spiral down or springboard forward. Yeah. And I think that is such a key phrase. Cause you know, I normally spiral right on down, focus on it. And I’ll be like, Can you believe Billy said? And I focus on it and it’s really changing that narrative to springboard forward. But I think it’s that whole understanding, going back to what you’ve said of you have a choice. And sometimes we don’t look at it, we have a choice. We just default to what our patterns are, our learned behavior. Yes. And not trying to unlearn habits that don’t serve us.

Gina

Exactly. Exactly. Because at any given moment, you’re making a choice.  That’s the truth. Subconsciously or not. [Inaudible name of author] said, until you make the subconscious conscious, it will direct your life and you will call it fate. And where he was going was that is unless you get really clear about these subconscious choices that you’re kind of making all the time, you’re gonna land up over the position and you’ll say, Oh, well, you know, this was ordained for me. But that’s a whole other look as for another day.

I think the point is that we have to recognize the superpower of our choice. And more than that, the superpower that we have of then activating that choice truly. Cause that is how you activate your inner power. When we come back to talking about that not everybody’s gonna like you. It’s deeply triggering. I find it deeply triggering and I navigate that a lot. I think as an entre entrepreneur, you do. And again, it plays to the, we’re speaking about condition and learn patterns. Like the people pleasing, forming. A good girl is gonna freaking hate that because you were programmed to be likable and you have done everything in your power as a woman growing up in a patriarchal world to be liked.

And particularly you spoke about if you are in a minority group and in a corporate environment like you’re going to work even harder to be liked and to be validated. And then when you put yourself out there. Perhaps in the leadership position or as a content creator, as an entrepreneur, it’s very tough when not everybody likes you. And so when you get good with that and comfortable with that and recognize that it’s not about whether or not you are liked, but we’ve gotta fall back into the energy of service. I didn’t come here to be liked. I came here to serve and share my gifts. And in sharing my gifts and spreading my word, I may trigger some people. I don’t believe in utilizing triggers, but some people might get triggered by what you say.

In that delivering of a method, we can only hope that either the trigger for them is gonna awaken something in them. Because when somebody gets triggered, it’s scratching on a trauma, a belief, a limiting belief, something about themselves, which they need to look at and they need to work on, and they need help. It’s not about you. So your job is to come into the experience with consciousness and understand that. And again, you can really protect your precious energy because then you’re not gonna give all your power away to this one person who disagreed with you. Cause then you are being triggered because you are limiting belief about not being liked is being triggered now or we’re all in a trigger spiral.

And that ain’t helping anybody. So if we can see that and hold space for that person and hopefully they’ll either be enlightened and question the reaction or they won’t. But either way, that’s not your responsibility. Your responsibility is to keep on showing up in service, shining your light, and sharing your gifts with the world.

Nichole

Yeah, I tell everybody that coaching is a game-changer. And I feel that historically it’s only been offered to executives and you really do need coaching earlier on in your career to help understand who you are and how you’re showing up. So how can we leverage coaching to be courageous and be our authentic selves?

Gina

I think coaches come in many forms. A good coach is a mirror. A good coach is a mirror of your capability, of your potential, of your power, of your blocks, your blind-sightedness, and your triggers. So it could be anyone, if we are talking about it in more of a professional context and hire a coach or you get given a coach and how we can leverage that. I think it is really important because fundamentally no man or woman is an island, right? When we talk about how we are all pre-programmed and we are all conditioned, we develop our belief system and our modus operandi through, how we were brought up, societies we grew up in, the ancestral lineage. And it becomes hard for us to see ourselves but the yearning and the desire to see yourself is there. And so it stops with that element of awareness. And if you work with a really good coach, a good coach allows you to be yourself in all facets of you.

The good, the bad, and the ugly. No facet is better than the other because all of them make up you. And it’s about learning to work with all parts of your psyche, that inner power, soul, divine self, the egoic self that sits in fear and comparisonitis and all of that. The part of you that just wants joy and freeness. It’s understanding that you are one whole being and a good coach will guide you there. And in coming into that place of acceptance of yourself and of all the factors that of yourself, it becomes a very important tool to leverage because you are not just showing up as the perfect version of you.

You’ve come into a place of, I’ve accepted myself. All of me, I know how to operate and work with all of the parts of me because they all contribute to the tapestry of who I am and that tapestry of who I am. That collective experience accumulates in your knowledge and your wisdom and your gift to share.

And I truly believe that coaching can unlock their foreperson because it allows them to truly see themselves. It allows them in a very safe and loving, tough, loving environment to be challenged and to be stretched, and to have a safe space to show up in their career, in their business the most empowered, vibrant, authentic version of themself.

Nichole

Yeah, I love that. So, rapid-fire questions.

Gina

Let’s go.

Nichole

If you could be remembered for one thing, what would it be?

Gina

Oh, That I really helped people activate their inner power

Nichole

And if you could give your 18-year-old self a piece of advice, what would that be?

Gina

Babe, you’re enough. I love that. You’re enough.

Nichole

So what is the insult that you are most proud of?

Gina

Yes. Okay. I love this one. Um, “oh, so you just think you’re God’s gift, don’t you?” I’m like, yes I am. So are you. And this actually came off a post that I put out about self-promotion and talking about your brilliance and talking about your gift.

Because if you are not shouting about yourself, then who’s gonna shout about you? And this person got really triggered by it, and I’m really proud of it because I’m God’s gift. You are, You are you, We all are because we’ve got amazing gifts to share with the world.

Nichole

Oh, I love that. What is the most important lesson you’ve learned over the course of your career so far?

Gina

Yes. That you don’t have to have achieved everything right now. Grace for the journey. Oh yeah. Grace for the journey. Cause it’s a journey and it’s developing and it’s growing and you’re a human who’s developing and growing. So have grace for the journey. You don’t have to have it all figured out right now.

Nichole

I love that grace for the journey. What do DEI and ethics mean to you?

Gina

Yes. So it means creating safe bases or environments where all thoughts or walks of life and people from whatever background you can courageously and confidently share their voice. Our difference is collectively together is what makes the unity powerful. And if we look at how it can be used in businesses you get so many different ideas and creative approaches to how something can be done. And you’re only going to get that if you heard everybody’s voices. It also means being brave enough to look at yourself in the mirror, to look at where your unconscious biases have come from and to do better.

Nichole

Yeah. I agree with that. So last question. Yes. What do you do for self-care to make sure that you are productive and happy?

Gina

Yes. So I am a big believer in self-care. Huge. And trust me, when I was working 19-hour days in corporate, I was not, I wore the badge of honor. I consciously create based in my day for exercise and to be. So, I will normally drop my kids at school nursery, and then I will either do a little bit of gym or I spend a lot of time in my yoga studio.

So I always got my day off with exercise because I’ve done something for me. And I know that I’ve gotta fill my cup up so that I can hold faith for all the incredible women and people that I serve. I also carve out time. It’s about creating balance as you go through your day.

Cuz what we often try to do is like we do our day and then we try to create balance at the end. And that like, it’s very hard to do that. It’s just block the time just to be. So put it in your work calendar, just a couple minutes, just to sit and breathe just for the sake of breathing, to just come into the present moment, to step away from the desk, and to just make sure that I’m checking in with how my nervous system is feeling.

Am I feeling anxious? Do I need to move my body? Do I need to take a moment to breathe? Do I need to take a moment to like tune in and come out of my head which is full of thoughts? So consciously creating time to be. I also love to have things around me which connect me into what we spoke about, the feminine energy.

I would use my candles and my flowers as an example because it’s just a little reminder. And although it makes you allowed to do things for you, which make you feel special. So the mindset around that is your self-care is proportionate to your level of success. But when you are taking your holidays, however much time you choose to give yourself off is to be on holiday, setting that out of office. Really just choosing to take a break. So when you are on that break, you take a break. Otherwise, you’ve never taken a break. And again, we land up in the B word territory can land up in burnout.

Nichole

Yeah. Well, vacation is to vacate.

Gina

Exactly.

Nichole

Yes. Well, thank you so much, Gina, for joining me on the podcast today. I felt like this was such a great conversation and you gave a lot of great information. So I truly, truly appreciate it.

Gina

I loved it. Thank you so much. I so enjoyed our discussion. It was wonderful.

Nichole

And thank you to the listeners for listening to this episode. If you enjoyed it, then give it five stars. If you didn’t, then go ahead and closeout. Don’t worry about it. And we will see you on the next episode.

End of episode.

Episode 9: The Impact of Inclusion in the Film Industry — Podcast Transcript

Speakers: Nichole Pitts (Host) and Jeanell English (Guest, EVP – Impact & Inclusion at The Academy of Motion Pictures and Art)

 

Nichole Pitts

Welcome to the podcast, Jeanell. I’m so excited to have you.

Jeanell English
Thank you. I’m so happy to be here. Thank you for thinking of me. This is awesome. I love that you’re creating this space. Really, really love it.
Nichole

You were the first person that I’ve had the conversations about DEI with, so of course you were just a natural, you know, a natural person where I was like, I have to have Jeanell on the podcast so that we can talk all things DEI.

And one of the things I love is that you’ve had this fascinating career journey from Discovery Channel to the Oscars, but even just living abroad in London and then Paris andthen you spent several months in Seoul. Is that correct? Cause I remember that you were gone for months and I think that’s when you were working on the Olympics, is that right?

Jeanell

Yes. Oh my goodness. Yeah, you’re bringing back memories. If you’re like walking throughmy like journey, I can like see Little Jeanell in each of these places and spaces just learning and absorbing. But yeah, absolutely. My career’s been super interesting and I’ve had the opportunity of really working and moving always with a commitment to inclusion, to equity, to access in all of these spaces and countries that I’ve lived and worked in.

But yes, definitely lots of time in Europe, lots of time traveling around Europe. Called London and Paris home. Lived in Korea long enough to pay taxes, so that was home as well for a period.  But also just got to travel a lot. Spent some time in India as well, and in Japan. And yeah, I’ve had a lot of, I think, experience in just exploring cultures and trying to understand my own identity in those explorations and travels.

Nichole 

Did you find that DEI was different in or how you were perceived or even looking at cultural differences and all these different places that you visited and lived. Did you see a lot of difference between there and then what we grew up here with in the US?

Jeanell 

Oh, absolutely. I mean, even the term, the acronym of DEI, that does not really mean anything in a lot of spaces and places.

And, you know, the work and owning and having a title with inclusion and diversity. And at one point well-being, there was a huge question of what is this and why does it even matter? And honestly, for me, the most simple way that I would always describe it is there’s always someone who’s not in the room.

Why? Let’s talk about that. That’s all I’m here to do, is to say, Hey, is there someone missing to this equation, to this community, to this conversation, to this production that should be here that can really add a lot of value? And if we don’t know the answer to that, let’s look around, let’s see how similar we all are in this room and see if we can benefit from bringing something different in.

Nichole 

So what were some of the key differences that you’ve seen between Europe and Asia and the US as far as diversity and inclusion go?

Jeanell 

Yeah. I mean, I think in the US and understandably so, there’s such an emphasis around race. And racial identity within the country itself. And it makes a lot of sense when you think about the history of the US and the strong immigrant history and yet the strong American identity and the strong concept of if you work hard enough, you’ll get it.

So there’s very much a focus, I would say, on race and ethnicity that really does center a lot of the DEI conversations, I would say in the US where when you start to move abroad and sometimes work in more homogenous communities, in that sense, the conversation shifts. You’re starting to think about religion, you’re starting to think about immigration in a very different way in terms of the countries that someone is coming from. You’re starting to think about gender identity and sexual orientation in a very different way. You’re also looking at class, and you’re also looking at education and access to education.

So I would say that the conversations that I was having around inclusion and diversity and equity, It was very different where, you had to spend a lot of time understanding the very specific cultural nuances in a country down to even how the economy was driven, to really start to articulate what you’re talking about, why the work you’re doing matters.

Whereas I think in the US there was an understanding of, yes, these are the different racialand ethnic groups and these are the communities that are protected. And you know that kind of foundational understanding of this is what we’re talking about when we say diversity or when we say DEI was already in place.

Nichole

Yeah, that makes a lot of sense. What was interesting to me though, was also, 2020 after George Floyd was murdered, especially looking at how the demonstrations were in different countries and multinational companies, how they addressed it with their offices indifferent countries. But as you said, it’s looking at it from where does DEI come up in that particular culture?

And it might not be race if it’s very homogenous, but it could be socio-economic, different abilities and things like that. I had a guest on earlier in the season from France who said that in France they focus more on abilities.

Jeanell 

Yeah. And that disability space, you’re absolutely right. I mean, it honestly really is fascinating and I would say for anyone who is working in the DEI space, Do this work somewhere else. Do this work in a country that’s not your own for this exact reason. Because I think you get stretched as a professional in terms of thinking differently about inclusion and access and how we facilitate that. Like I think you can get sharper with the tools that you use to actually have conversations that are are difficult for anyone to have because we all want to do good. That’s what keeps me going in this work. I truly have to fundamentally believe that humans are good.

We care, we wanna do something. If I didn’t believe that, I would not be able to do this work that I’m doing. Yeah. But if you believe that humanity is good, then the conversations you are having in any specific country or territory are very centered around education and understanding and wanting to get deeper into the values.

And you get very, very good at communicating your why and why you’re representing this function called diversity, equity, and inclusion. And I think you get even tighter with that communication the more you practice in different countries, cultures and territories.

Nichole 

Yeah, that’s very true. Or even just following and getting information from those that practice in different territories. Because to your point, I feel like here in the US it is very focused on race and sometimes that can have a chill effect on the conversation. I know in the UK I used to talk a lot about the socio-economic, with accent, and you know how it is in the UK after you’ve lived there for long enough, you can tune in to where people are from based upon their accent.

And people would code switch so that they sounded more posh and less cockney or even a Jordy accent, those types of things. And that was interesting to me. Something that I hadn’t thought about, even living abroad and doing DEI was a conversation that I had with another DEI practitioner that talked about someone trying to make French gender inclusive.

And I hadn’t thought about how the romance languages are very gender based with female and male words and everything that goes along with that of trying to make it inclusive from a gender perspective, but how it can actually be exclusive from those that are neurodivergent. And I think these conversations are so fascinating to have at a global level.

Something that we wouldn’t come across maybe on our day-to-day lives here, but things that they deal with and how can we widen our own lens? Yeah. To use that in our own practices?

Jeanell 

Yeah, I mean, you’re talking about the intersectionality with all of these communities, right? And how they emerge across culture. Language it’s such an interesting one cuz you’re, you’re absolutely right, Nikki. Like, just even reflecting on Spanish and French. French was hard for me to try to learn. It was hard. I’m like, a table is feminine, but it help me understand. It’s so laced in the language and it’s such a beautiful language, right?

So, how do we acknowledge the realization that gender is not binary. In fact, a lot of the things that we put into these binary spaces are finally being blurred, and the intersectionality is emerging more and more. And I think the conversation, to your point, isthe only way that we can start to understand and resolve and absolve some of the challenges or misunderstandings that come with blurring the lines. And I think blurring thelines is actually a beautiful thing.

Nichole  

Oh, I love that. Blurring the lines. I agree with that completely. in this space, people hold on to that line. They don’t want it blurred because then it’s being uncomfortable. And I think a lot of us are uncomfortable with those conversations and we need to get comfortable with having these difficult conversations.

Jeanell 

Yeah. I mean, it’s uncomfortable. Again, when I was saying I genuinely believe humanity is good and people are good, if you approach every conversation with that lens, I do think it puts you in more of a learning mindset can’t control how the other person is gonna show up or how they’re gonna receive, but for me, it has been very much an approach to say, Right, I’m coming at this from a learning mindset.

I see you, I value you, I value your experience, so let’s talk about it. Like I really wanna learn. And I think approaching these difficult conversations in that spirit can be really, really beneficial and really valuable.

Nichole 

That makes a lot of sense with what your intent is going in and having an open mind versus, I’m going to have this monologue, I’m just waiting for you to take breath and then I’m gonna tell you, this is why you’re wrong and this is what I’m holding onto versus my intent is to learn something, to inform and maybe change the way that I think. And I think that’s understanding your own bias.

Jeanell 

Oh, absolutely. Understanding so many, Yeah. Yeah. Understanding biases. Also realizing your own experiences where you may have and may be experiencing privilege and constantly just checking in on yourself with that.

I think that’s really important. So yes, bias and self awareness, period. Yeah. Like awareness is so huge. And I do feel we’re at a time where Investing in yourself and understanding yourself is definitely more acceptable, more socially present. In the, the ecosystem of the world that we’re living in, at least in my community, and I’m so proud of that. But self-awareness, that’s really what it comes down to be self-aware in all of this work.

Nichole 

Yeah. I really agree with that. Now, you were speaking about the intentionality and thinking that humans are fundamentally good. How would you define ethics and DEI?

Jeanell 

Yeah, it’s a good question. I think we all have an ethical barometer, some idea of what’s right and wrong.

For the most part, we’re not bringing in, sociopaths and whatnot into the mix here. We’ll keep it simple in the sense where we all have some moral compass. And for me, I learned early on and was brought up in more of a religious environment in the church. And that really shaped my idea of right and wrong, my sense of morality. Oh, see my dog is getting into it now too. He’s like, Yes, right and wrong.

Nichole

Duke is testifying.

Jeanell

Duke is testifying. He’s like, Yes, well, let’s go to church right now. I’m like, We haven’t been to church baby, but that’s okay. Uh, . But no, I think when you think about ethics and you think about right and wrong and you think about a moral compass and you think about diversity, equity, and inclusion your openness and your definition of even those terms are very much grounded in your belief system.

And I think being in this space of DEI also means that you’re willing to challenge that belief system and you’re open to understanding and broadening your sense of right and wrong and good and bad with every interaction and every conversation that you might have. Cause if you truly believe in this space and in this work of DEI, inclusion is the emphasis here.

Let’s be inclusive of the different perspectives, experiences that those individuals might be bringing to you to reflect on, to absorb, to understand, and be open to the fact that it might change your approach to understanding ethics and it might change your approach to understanding good and bad. So I don’t see them actually as two distinctly different spaces or topics to explore.  I really don’t I think, you know, this idea of ethics really does come down to who you are as a person. And working in the DEI space is honestly a lot about personal growth.

Nichole 

I love that answer. And I agree. I think it’s so intertwined. One of the things that I hadn’t thought about until I went out on my own to start my business is going through my branding process. My coach asked me, “Well, what are your core values?”  And I hadn’t really thought about what are my core values, The values that I had been talking about had been the company values.

And really sitting down to think, what do I value? What do I believe for myself? And I think that’s an exercise that a lot of us have to do for just ourselves to really ground us from that moral compass space. So how are we viewing things? What’s our lens? If we say we want to make the world a better place, then what are our actions doing to help us get there? Are we broadening what we believe? Are we allowing ourselves to be challenged in a space of thinking? This is a good thing. To your point before about intentionality and defaulting to, Well, people are good versus No, it’s, and I, especially in our current politicalenvironment, it’s so black and white that the conversations can be so triggering that people are like, they hear one word, don’t let them hear “woke.” There’s a diatribe that goes behind being woke. Yeah, yeah. Weaponizing certain terms.

Jeanell 

I mean, “woke” is a weapon now. My goodness. Yes. The number of times I’ve heard, Oh, we’re going too woke. We’re going too left. And I’m like, when does actually being inclusive and being open to diverse have anything to do with, my political affiliations.

And I really do struggle with that because I think it’s become polarizing honestly, in terms of doing the work and it’s stunting the progress, just that kind of distinction and almost association of wokeness and inclusion and an advocate for diversity being solely aligned to our political affiliations.

But something you did say, and I’m really curious. I’m curious for you, did you find, when you were talking about your own personal values, were they fundamentally different to thevalues of an organization? Cause I think something that comes up so often is organizations write beautiful values, right?

Their publicists, their Comms departments, write these beautiful values. So I’ve always struggled to work for an organization that wasn’t at least, on on paper in line with my values. I’m curious if you, had a realization that your personal values were fundamentally different to any of the organizations you were in?

Nichole 

I don’t feel like my values were different than the organizations. I do feel that the values were beautiful on paper, but they were a bit sterile. And people couldn’t connect to them. Now, Canva, you know, the company Canva, that their values are magnificent and the way they communicate them because they have one, it’s making the complex simple and the way that they use different imagery.

It’s very inclusive, but they’re also very passionate in making it very simple and impassioned in what their values are so that I can connect to that. And that’s what I wanted to do with my own values is look at how do I empower you to do the right thing? And for you to understand why this means something to me instead of giving you a beautifully written paragraph on it.

It’s, let me just cut it down to baring myself to say, this is why this is important, and that’s how people connect, because I think it makes you more authentic. And it’s easier for me to do that. And even with Canva, I’m like, their values really align with what they’re doing. And you don’t see that a lot of times with companies because companies can have a list of values in are engaging in fraud and corruption harassment.

It’s that these are good on paper. But one of the things I noticed being in house was a good 99% of employees did not know what the company’s values were. And I would talk about that every training and ask who knew what they were. Nobody knew what they were.

Jeanell 

Yeah, that’s very real. It’s almost this exercise that we should all go through with our organizations. What are our values? And what are our actions? And is there a match there? Do they make sense? Is the way that we’re moving as an organization in line with the things that we say we’re about? And that’s where I really do think we all have an opportunity to help influence, to help challenge if we see a misalignment or to even walk away, cuz doing work in this day and age at a place or in a space that feels very disconnected from your own personal values is hard.

And I think we’re finally waking up to the realization that it’s a choice too. It’s a choice. Wehave a choice, sometimes not always an easy choice because every, decision comes with risks and consequences, right? But, We have a choice to stay engaged and to stay working in places and spaces that don’t align with our moral compass.

We have the opportunity to leave if we need to leave and mm-hmm. , I am always reminded of that by several of my mentors as well. When there’s that value alignment and the actions align, it’s a beautiful thing. Mm-hmm. and know there’s still options. Right? There’s always options.

Nichole 

Yeah. And how do you measure success against your values? Because what we saw a lot after 2020 was companies adding diversity and inclusion to their values, but it becomes very performative because you’re looking to see, well, what’s actually changed? And if welook to measure, how are you including this? Has there been any change? And also empowering the workforce to hold the company accountable.

Yeah. This is what you say you’re going to do, then how come you haven’t done it? Or if you have, communicate that out.

Jeanell 

That accountability piece is huge. And, I reflect a lot on this in my career. I’ve always had responsibility for what we call DEI, right? I’ve always had that responsibility in some capacity in every job that I’ve had, even if it wasn’t in my title.

And what’s interesting for me, working at The Academy now, I’ve been here almost two years and my role has evolved. every, six to eight months, it’s grown and it’s expanded beyond solely a DEI traditional DEI scope to really look at sustainability, to now look at impact and all of these spaces and places they merge, right?

But I also challenge us as DEI professionals to not be complacent in this role as a DEI professional. How are we also making sure that our roles and our purpose is evolving in line with what’s happening in the industry that you’re in, what’s happening in the organization that you’re in? Because DEI literally becomes everyone’s job.

And if you’re doing this work right, you are embedding that responsibility and accountability within each department, you’re embedding it amongst each leader. It doesn’t become your responsibility. It becomes the responsibility of the organization. So for me, I’ve always measured success to be this moment of saying, Okay, who’s got this now? I may be setting it up, I may be putting the golf ball on the tee.

I may be blowing the whistle. I like, I may be setting everything up, right? I want to evolve as a human. I want my role to evolve. I wanna set up other things. And I just encourage us as a DEI community to move beyond articulating the business case of this work, but truly moving to a place where we’re able to measure that success by embedding actions into specific departments and functions and with leaders who can then be held accountable by the entire organization.

I take a lot of pride in moving through spaces and having opportunities to divorce the DEI job title. Cuz for me, that’s a measurement of my own success. I’ve now moved that responsibility into someplace else in the organization and it’s gonna be, you know, systemic change at that point.

Nichole

Do you feel like you would be moving more into an advisory role for DEI so that the business owns it, the different people and groups own it, but you’re just that advisor, that coach? Is that where you’re looking at, you think it should evolve to?

Jeanell

I think yes. Although I feel we all should have that advisory responsibility in some capacity.

I always like to say, Look, we all have a sphere of influence. We all have the ability to influence something, someone do something. So we should all be advising within our sphere of influence. So I don’t think it’s necessarily my role as, a DEI head to advise on or be the expert on everything.

But it becomes my role to say, Oh, okay, something’s missing here let’s bring this person in. Let’s bring in this community. Let’s bring in this lived experience. I might not be telling you what I think you should do, but I’m observing and I’m holding up that mirror and saying, All right, let’s take a look at who we are, what we’re doing, and what’s missing.

And I can help plug in those pieces and keep that team moving forward. So, advisory to some extent, yet I back away from the word advisory because I think there’s this assumption that your DEI person knows everything about every underrepresented community, and that is just not fair for any of us. You know, there’s always gonna be a constant need for us to grow, to evolve, to learn.

And, the most we can do is call on the communities that we have to be a part of the solutions.

Nichole 

Oh, that is a great point, it really is a community because we only know what our lived experience is, and I feel like we should be reaching out and bringing other people in to talkand share from more points of views because diversity is ever changing and so all inclusive that I don’t think you can really define it, and say everything that makes you diverse. I think it’s just pretty much all of us are unique in some way.

Jeanell 

We all are. Yeah. That’s why I’m like, represent your experiences fearlessly, Y’all and respectfully, Right. Don’t enforce your experience onto someone else, but how are you presenting what you’ve been through, what you’ve gone through, your perspectives in a way that.

It makes people curious and intrigued and wanting to learn more and wanting to embrace your experience in whatever they’re trying to solve for at the end of the day. Yeah.

Nichole

One of the things I was really curious about was with your new job title as of, was it June when you

Jeanell 

Yeah, July my God. Yeah. It hasn’t been even that long.

Nichole 

Yeah. But you have this role now of Executive Vice President and it’s Impact and Inclusion,and I really wanted to know a bit more about how that title came about with impact and inclusion and what it really means.

Jeanell 

Yeah. You know, I like to say it’s my job to make sure that we’re doing is much good and we’re having as much impact in communities, in our environment, with our brand, with thereach, with our members at The Academy, with the programs that we’re running.

That’s really how I fundamentally describe my job. And it comes down to really exploring the future of the industry. How are we investing in the future of the entertainment industry? How are we making sure it’s diverse? How are we, bringing equity into those programs to ensure the future of film is diverse and representative?

Cause that’s beautiful. It’s necessary. It also looks then at how are we measuring that impact? What’s our reach? What’s the experience? So often we can roll out a program because we’ve been doing it for so long, but what’s that touch point? What’s that call to action to say, Let’s pause?

Let’s pulse check. Is this still right? Is this still fit for size? And for me, that’s where impact comes into all of this work. It’s about really challenging yourself to think about who, how, where you are having an impact. And is that in line with where the need is? Is that in line with the communities that are still being left out?

Is it in line with where the industry is today considering the research that’s out there, the conversations you’re having with studios and executive? So impact for me brings in that layer of accountability to all of this work on inclusion and diversity and sustainability to justsay, All right, what are we doing and who are we doing it for?

And what’s the end result? So that was, the important marriage in my title, and I felt it was really important. And our leadership team agreed to include inclusion. To still remind, the industry that being inclusive is core to how we move as an organization. And I’m speaking now from an Academy perspective, but it’s core to how we move as an organization. And because of that it’s important to have that title included.

Nichole 

That makes a lot of sense. And I love that you said the impact piece really ties to accountability cuz I do feel like without accountability you really can’t make progress in this area.

Jeanell 

For me, I, yeah, I, I couldn’t agree more. I really am an advocate for impact being a part of all of our job descriptions, if not a part of our job title. Just with the realization that, let’s just pause for a beat. What are we doing? What are we impacting? How are we doing that? And do we need to pivot as well?

Nichole 

So speaking of inclusion and having that impact with the accountability, how did the #OscarSoWhite influence that? Going back to 2015 when the hashtag began in looking at the Academy Awards where there were no black actors or actresses nominated in any of the actor categories, how did that hashtag influence the DEI message from The Academy?

Jeanell
Yeah. It’s interesting because we say Oscar’s so white, yet the academy and the Oscars really is a reflection of the industry at large.

So I would say it was a real challenge and moment for the collective film industry to say, Huh, what just happened? Mm-hmm. and from an Academy perspective, this was pre my time. It was a real moment for us to really look at who our members were, where were they coming from, what communities did they represent?

Because notoriously you’re going to find comfort and familiarity into those experiences, those stories, those films that are most like you and like your experiences. So at that moment, in 2015, It was this really great opportunity, I think, for the industry that I would say, even pre George Floyd and pre like this emergence that happened in 2022 to start really thinking about DEI seriously. So yes, The Academy responded and was saying, All right, so step one, let’s look at our membership. Right? We need more representation and diversity in our membership that truly does align with this global film loving community, right? Cause that’s who we’re representing here. So we had an aggressive goal that was placed to double the number of women and underrepresented communities in five years.

And we did that. And it was this beautiful moment where our members were saying, Wait, they’re not in The Academy? They should be. And we just started looking back and bringing in those individuals who were creating and making excellent work and filmmaking, uh, Into the organization and we started to see a much more diverse and inclusive membership base.

And yet our evolution continued, right? So yes, we hit that goal. We got to 2020, we’ve doubled the number of women and those from underrepresented racial and ethnic groups in five years. Awesome. But that’s also not enough, right? It’s one thing to look at your membership, but then it’s also how are we embedding a commitment to inclusion and fostering a diverse industry?

Cuz to become a member there are certain criteria that you have to meet. You have to have achieved a certain level in your career or worked a number of years or progress. So ifyou’re not having those opportunities to progress in the industry, your eligibility to become a member it is just not there.

So we also started to look at, and this is our new Aperture initiative. How we can broaden the aperture through which excellence is realized, and that required us to look at our talent development programs. How are we engaging in the future of film and making sure that we are bringing in a diverse community to really be the the future of this industry.

It was bringing our members and to be a part of that investment in the future of the industry. That was huge. We also started looking at our library and our film archive. I think what’s so funny is so often you think of The Academy and you automatically go to the Oscars. I mean, there’s a reason we are around 364 other days in the year.

And we have this incredible film library, an archive, and recently museum. Andwith that comes this responsibility to say, what films are we archiving that we want history to have record of because this is a beautiful film and it’s a beautiful reflection of humanity in a specific time?

So we started looking at our archives. We also started looking at our libraries. How are we describing the work from certain filmmakers? What does that process look like? And then in our museum, how are we opening up a place for education and exploration to sometimes problematic and challenging histories of film to create a space for broader education, learning and awareness, and also excitement to wanna invest and be a part of this future and making sure it’s positive. So from my perspective, #OscarSoWhite was a good moment for The Academy to really lean into and think seriously about this value of upholding excellence in filmmaking and questioning what that actually means. It was necessary, right? It was necessary. And I am really proud, honestly, of the work that we’ve been doing.

Nichole 

And speaking of more about your Aperture initiative, what sort of, ways are you providing more accessibility for people of color, those in the different marginalized communities, to be able to get that access to membership?

Jeanell 

Yeah. Yeah, I mean in a lot of ways, honestly. There’s several ways you can qualify to become a member and it varies by all of the different crafts and areas in film. So we’ve really aligned all of our talent development programs up based on some of those criteria. So we’re looking at, there’s not as much representation in film music.

This past year we launched a program looking at film music composing for Black British musicians, which is, a powerful step to say, Hey, we see your talent, we invest in it. And your talented musician, have you thought about a path in film? Cuz it’s here for you. And it’s really, really exciting. So we’ve been actively looking at where there’s the least representation in these different crafts within the filmmaking community. And, really challenging ourself. Okay, if we can’t meet some of our representation goals for this year, then how can we next year, what does that look like? How are we investing in just monitoring the industry and supporting the industry and mentoring and providing tangibleskills that, will propel someone into the next layer of their career.

So that’s something I’m proud of. And it really does go down to, just talent development ingeneral. Honestly, it’s the talent development piece and I think a big part of that as well. When I reflect on we launched our inclusion standards for Best Picture consideration not long ago now, it’s also become really important for us to have these conversations with the studios and the production companies who are actually making the films and hiring the talent and giving the experiences to be eligible for Best Picture consideration.

One of the things, and one of the ways a film can qualify is by demonstrating a commitment to the future of the industry. Do you have apprenticeships? Do you have internships? Do you have opportunities, you know, trainees on your production? So I really do believe in the power of investing in the talent development side as a path to really changing this industry.

Nichole 

Yeah, I love that. And I’ve seen, I think with your first year that you were at The Academy,you really were pushing on accessibility at the Oscars and was it 2021? Had to be 2021 cuz you moved from London in 2020. . I keep up with the . Had to think when would people where, But I remember you were very passionate about accessibility and I hadn’t even thought about maybe it hadn’t been accessible. Can you talk a little bit more about that?

Jeanell 

Oh my goodness, Absolutely. Cuz you’re hitting on one of my passion points and this is something that I learned. Also, this is one of the powers of film, right? If you are able to watch a film that gives you a window into an experience that is not your own, that’s such a great and powerful conversation starter.

And that was how I felt with the first Oscars that I had the privilege of working on. We had some incredible films that were being considered that were really centered around people with disabilities. And for me, I had an opportunity to meet the filmmakers. I had the opportunity to meet the talent.

I had the opportunity to really learn and to realize there’s no such thing as inclusion without accessibility. And I’m so appreciative for that experience. The films Feeling Through and Crip Camp that were, nominated that year, getting to know those filmmakers and the teams that worked on those films was truly necessary for my own evolution in doing work in this space.

Truly, and I have to just say, if you have not seen either of those films, you definitely should. There’s also so many others I can, support and recommend as well, but I just, I’m so passionate about this simply because as well, like, it’s funny cuz we can so easily separate the disability community in our minds and in this diversity conversation.

Yet this community is our community. I think the stat in the US is one in four individuals are people with disabilities. I mean, that’s substantial. That includes, my father, that includes my goddaughter. That’s my community, my friends. And if we continue to create that distinction, we’re really not gonna see any progress.

And you’ll see me getting emotional because this is clearly a space and a community that means so much to me. And I just advocate for all of us doing more, being more mindful. And again, that whole, point I was making earlier about making sure we’re bringing people and their lived experience into the solutions that we’re providing. That is so, so, so essential.

Nichole 

Yeah. You know, one of the things, with film and even with tv, it is some of the shows, if they do like a nighttime House of the Dragon and Game of Thrones, I’m thinking about that. It’s so dark, you can’t really see it.

And I’m like, now if I’m having a problem seeing it, then what about those that do have vision issues and talking to people where it’s like, I need closed captioning. The little things that you’re not thinking about just to make it more accessible or when we have conferences, are you asking, , do you need live transcription? Do you need someone to translate for you? If it’s not our lived experience, we don’t really think about it.

Jeanell 

We don’t, and you know, Nikki, I even push us a step further to say, Oh great, we’ve added in, captions. We’ve now, provided audio descriptions. Who’s assessing the quality of that service?

Right? Because to your point, it’s about the lived experience. We, it’s not enough for us to say, Let’s make this available. Our next step is to ask the community what’s the experience? Is this making this truly inclusive to you? Is this truly accessible? Because I’ve seen so many programs where, You know, yes, all these boxes are quote unquote ticked, but the quality of an interpreter is not as strong as it could be, or the captions are not as accurate as they could be.

Or, a song, a beautiful song is not fully captioned where someone can’t actually see the lyrics, they just see a little musical note, right? And this comes from really taking the time to ask, to understand and not say, Great, I’ve done this. But to circle back, this goes back to impact, right?

If you wanna have impact, you have to check back in. You gotta check yourself. And we have to continue to check ourselves, and we have to allow the communities that rely on us to check us as well and be open to that feedback.

Nichole

I think that’s so true, and there’s just so many things that we don’t realize what our privilege is . That to me, it was humbling. But I think with, Inclusive design you should be thinking about those different communities and having people from those communities available to provide input to whatever you’re designing, regardless of if it’s a movie, a song, a product, a service, how are you making sure that everybody can access it?

Jeanell 

Absolutely. Well, and also how can you share what you’re learning too? It might not be thatfirsthand experience or that firsthand record, but I always like to say, share your knowledge. Share your experience because someone else might learn from that. Or, be compelled to try to learn more or to connect with someone directly to learn more about that experience.

We are all so different and so unique and that is a beautiful, beautiful thing. And it presents challenges. No matter, how we identify, depending where we are raised, who our families are, the communities that we’re in, the schools that we have access to, the healthcare we have access to.

I mean, all of that can really impact how we show up in the world and our experience. So I really just encourage us to also be willing to share what we’ve learned, what we’re learning. Cause I do believe it’s gonna inspire more curiosity and more conversation.

Nichole

I totally agree. So what other DEI initiatives are you all working on besides the Aperture project and the accessibility initiatives that you put in place? What else are you all doing?

Jeanell

Oh my goodness. There’s so much . There’s so much I’m sitting here like, and we’re interviewing and so it’s been great cuz , we’re actively trying to grow the team because there is so much that we’re working on. So yes, as a part of the Aperture initiatives, it’s really not a singular initiative. It’s several. It’s again, looking at our library, our museum, our archive. It’s looking at our internal operations, our approach to supplier diversity and supporting and engaging our staff in making sure that we’re fostering a truly inclusive work environment. It’s also working with our members and creating a safe spacefor community and advocacy to emerge naturally.

So we just launched seven different membership led affinity groups as well, who are reallyfocused on creating space within the Academy, yet also challenging, the industry to represent, to show up, to facilitate access in a very specific way. They’re also focused on educating our members on some of the challenging topics related to specific communities,whether it’s indigenous identity and how that gets challenged and what it means to be Native American today to, understanding the LGBTQ population and really unpacking why,certain films that center around a gay couple are still not performing in the same way a romcom featuring, a individual identifying as a man and a woman connecting how they’re not performing as well.

So what I’m really proud as well in all of this is having created a space for the first time for our members to come together and to also share their experiences as a form of educatingthe broader membership piece. I think the other element to all of this, of course, looks at international inclusion and engagement.

The Academy is unique. We have over 10,000 members located around the world, and there’s also this really cool opportunity that we’re looking at in terms of how do we engage members around the world? What sort of languages are we connecting to our members in? How are we facilitating connection amongst our members who are traveling to different locations?

So those are all things that we’re exploring and I’m so, so, so excited about. It’s cool.

Nichole

Oh, that is cool. So how do your members help drive these DEI initiatives? You talked about creating, the seven affinity groups that have just launched. What ways do your members really drive DEI to ensure that there is impact?

Jeanell 

Yeah, well, it goes back to really the Aperture initiative. So The Academy, we have 54 board members right now. That’s a lot of board members, right? Ultimately, we are a membership organization, so we move forward. Everything we do moves forward with the support of our members. When I think of the Aperture initiatives and specifically the inclusion standards, there was a subcommittee of our members who really did the heavy lifting in terms of socializing the standards, meeting with all of the different guilds and unions and studios and making sure there was an understanding of the why and a conversation around what this would mean and how we’re gonna roll this out.

And that was led by two of our members, Devon Franklin and Jim Gianopoulos. So two powerhouses in the industry who were able to say, Hey, I’m coming to you as a peer, this iswhat we’re looking to do. How can we support each other and move forward together withthis? So our members really are the ones who believe in the initiatives that, my team and I’m then tasked with, , refining and implementing and and pushing out.

It’s really with their support. Everything that we do is with their support. We also have a really incredible inclusion advisory committee for the museum that really informs our museum practices, and that’s a membership led committee as well. We also have an equity and inclusion board committee, that’s chaired by an incredible human and casting director this year.

Kim Taylor Coleman. Awesome, awesome woman. And we meet regularly to really discuss where we wanna go next in this conversation around inclusion and equity and and access. And those committees are intentionally very diverse. We make sure we have representation from the disability community, we make sure we have a gender identity represented.

We make sure we have, all of the different crafts in film represented in some capacity as well because the experience of being a costume designer is gonna be very different to being a visual effects supervisor. So we’re also looking at diversity in terms of experience and skill and craft and background.

It’s about learning. It’s about progress. It’s about moving forward and this is one of the things I really do appreciate about our museum space that we have created is it’s a space to really learned to have conversations, to be confronted with sometimes the challenging side of film and film history.

And at the same time the celebratory moments as well. And this conversation we were having at the beginning of ethics and right and wrong and good and bad, and da da da, I mean, the lines are getting blurred. They’re simply getting blurred and they should be because that’s when the most interesting conversation and where the growth happens.

And I’m really proud of us, creating very beautiful moments for exploration and conversation no matter where you might land in terms of your own personal opinions on any particular subject. You’re thinking about it, you’re talking about it. And that’s growth. That is growth. And that’s a good thing.

Nichole 

So how do you ensure, or have you seen any other initiatives where Hollywood is looking to be more inclusive and less exclusive? Cuz we think about some of the common things that have come up are women that once they hit maybe 40, then it’s hard for them to get roles. Even some of the sexual harassment and things like that are, that have been very common in the entertainment industry that can keep people from being able, especially women or people of color, all these different things that come into play. How do you make Hollywood more inclusive and less exclusive?

Jeanell 

Yeah, I mean it is a team effort and I’ve gotta shout out so many different studios, so manydifferent organizations that are stepping up and providing practical tools and resources to either find talent or to grow talent or to provide talent from certain communities with access to funds, to acquire IP, to write about a story.

There are some incredible initiatives that are out there. So the question for me is, okay, where do you wanna focus? Do we wanna talk about music? Do we wanna talk about visual effects? Do we wanna talk about animation? There’s so much, and this is so exciting. There’s so much that’s out there that’s that’s happening.

And it’s not about one person. Again, like we all have the ability to influence. And what I have been seeing and what is really exciting for me is there’s a lot of energy and momentum and investment being put into different programs, different initiatives, different fellowships, different databases, different tools that are making it so much easierto be inclusive and to be finding talent, nurturing talent, and investing in talent that we might not have had direct access to in the past.

Nichole 

So can you give me an example in animation of where you’ve seen that?

Jeanell

Yeah, so Women in Animation just did a really great study in partnership with USC that looked at some of the challenges that a woman pursuing a career in animation or visual effects might experience. And I do think, the survey that they did was really illuminating.

It really focused on at what point in a career does a woman start to experience more of a setback? And I think that realization has created these conversations in animation studios around the world to say, Okay, what’s our culture? What’s happening between this level and this level that is really driving this change in terms of retention and growth?

Is there something we can do culturally to really try to improve what’s happening on? Cause there was a stark contrast amongst women being able to move up into more supervisor roles. And it prompted conversations around why. We had similar conversations in The Academy level that prompted conversations in the industry that prompted new values being adapted , and approached and utilized in different animation studios.

So that’s one example In just thinking about animation. Writing I’m incredibly passionate about as well. There’s incredible platforms and resources and programs investing in, writers and making sure, stories centered around underrepresented communities, written by underrepresented communities have the opportunity to really be shaped and moldedand thrive in this industry.

That’s really tough. Honestly. It’s tough if you’ve written a great story. It is hard to get that made into a film. So I’m also really excited by, you know there’s a great initiative, WritebackMedia had just launched where you have an opportunity to access funds that are required to acquire IP to write about certain stories.

And for so many communities, having the funds to actually acquire the IP to then write a particular story that’s been a barrier to entry. So there’s so many very cool initiatives and platforms. I could literally go on and on Nikki about this. I’m excited because I’m like, Yo, if you are struggling, this goes back to our inclusion standards.

If you are struggling to meet The Academy’s representation and inclusion standards, I’ve got some people who can help you meet them. Like I really do. There’s so many great individuals and so many great resources who are doing the work and making it easier for the industry to change.

Nichole 

I love that. So moving into the public discourse on Halle Bailey being, in The Little Mermaid and how that was such a big conversation as far as having a Black Ariel. What are your thoughts on that?

Jeanell 

Oh my gosh. I’m so excited for this one, y’all. Like, I’ve, I’m gonna try to, if you see me crashing the red carpet in my little Mermaid costume, there’s a very strong probability of that. Like, I mean, you will legit find a video of me singing to, uh, Little Mermaid songs withmy picture on my Instagram. Look, I have to say I am so excited that, we are seeing just an incredible embrace by the industry. I won’t say by the people at large, but by the industry and saying, Hey, this person’s incredibly talented, and who gave mermaids a race anyways? You know, whoever actually was like, mermaids are XYZ.

Like, you know, it’s fascinating. But I’m personally very, very excited. I am so excited. I think Disney in recent years has been doing such a great job in really challenging visually what we expected certain characters to look like and sound like, and , all the senses being activated.

And I think that’s so wonderful, especially in the space of animation, especially in the spaceof imagination. We should be pushing beyond the binary and we should be pushing beyond these racial groups that we’ve built up in our minds to make sense, to make iteasier for us to process things.

But this is awesome. I’m so excited. I, I think it’s the right move. I don’t know if you’ve seen that video of the little girl who’s like watching the trailer. Very sweet little Black girl. And she’s like, brown Ariel’s cute. And I was like, yes she is. Isn’t she cute? And she’s got a biggest voice. And Halle, I just can’t wait. I can’t wait to see it.

Nichole 

Yeah, I think Halle just had so much talent. One of the things I loved was even just the discourse around it where I learned a lot more than I did. Even with different mermaids that are in mythology or going back to the person that wrote Little Mermaid and what his intentwas with it. It’s learning just a lot more and I think it rounds out just what you even think about it.

Jeanell

And whose mythologies were we actually creating films about? A lot of these myths and stories there’s so much similarities across cultures in the stories themselves.

Yet the characters might evolve slightly based on the specificities of that culture of that region. It’s all over the place and I think as the world is getting more and more interconnected, we’re now being able to challenge more authentically whose version of what story we’re telling. And I love that. I really do love that.

Nichole

And I would love an empowered Princess because I’m like, for me, Little Mermaid wasn’t an issue as far as. It’s a cute little movie and all that, but I’m like, Well, she changes who she is for this man. I mean, there are other things we could be talking about there, but it is entertainment.

You know, you look at that, you’re like, I’m here to be entertained. I don’t have to…

Jeanell 

That is funny. And that’s everything. Podcast, you know, how are we changing each other to show up for the person we are seeking in our lives as a partner, Like Right. That’s a whole other, I have been there, I’m not going to lie.

I have been there. I became a huge fan of all things I was very much not a fan of. That’s a podcast for another day. But I do hear you and I do like the idea of, telling more stories that are centered around empowerment and are centered around being happy.

I was gonna say content, but it’s more than being content, but being like happy and proud of being you and knowing that you are enough and knowing that there is a power in who you are. And a lot of times that narrative has been missing, you know? Mm-hmm. and I’m looking forward to seeing more of that. And I think there are some great examples that areemerging in the film world at least.

Nichole

Well, I think it’s as you were talking about with other initiatives to where writers now can get this opportunity to share their stories, so you will get more diversity in some of these stories that are out there. Now, you mentioned before you were talking about IP, I think intellectual property. Are you talking about intellectual property?

Jeanell 

Yes. Intellectual property. Yep. Yeah, getting the right

Nichole 

I just wanna make sure.

Jeanell

People to adapt a story or even a character into a film. It’s important to make sure those individuals, if you’re writing about someone, they’re compensated for that too. Right. And, and involved and engaged. And sometimes acquiring the right to tell some of those stories or to adapt a certain story comes at a very steep cost that certain writers or communities just can’t tap into.

Nichole

What do you think some of the biggest challenges that are facing film companies right now in the space of DEI?

Jeanell 

I think it’s not so much a challenge, but I see it as an opportunity. There is an abundance of content that is available to us of short form, long form, all the forms available all over, everywhere. All the time. Yes. all the things. I call that out as a challenge because how much money feels appropriate to spend on a specific production or film when there’s great content that the public is consuming at a lower cost?

So I think it’s an interesting time to really think about the investment in film and where we’re putting our money and in what types of stories and what type of content. Simply because great stories are literally emerging everywhere. My goodness, my sister sent me TikTok this morning that had me just literally so excited.

It was like a minute of my time so I say it as an opportunity cuz I think we’ll just start to see more investment, in content of all forms and formats emerging. But what that looks like and how much money to spend and what’s a good return on investment. Cuz we’re still a business. The business filming is still a business. Right? I think that’s going to be an ongoing challenge of, , how we actually adapt , in this environment of constant media, constant storytelling and sometimes at no cost.

Nichole 

Hmm. So you also have a unique point of view coming from working in TV at Discovery to moving into film with The Academy. What do you think is the key difference between TV where you were responsible for more live and recorded sports with EuroSport, so the Olympics, tennis grand slams, those types of things, versus now with The Academy and the different types of films, where do you see the key differences between TV and film?

Jeanell 

Yeah, it’s an interesting question. I think TV and specifically live sport, it moves really, really fast. Mm-hmm. and it is, it’s happening live. So, similar to producing a live show like the Oscars, things happen. You pivot, you adapt, it moves really fast, and the commentaryis immediate.

And, it’s a very different way of storytelling, honestly. Very much in the moment. And film isinteresting because sometimes you have more time to really invest in thinking about how,and who is telling the stories and how you wanna push it out into the world, and what’s the marketing campaign?

You do a lot of that in the lead up to live sport, yet the sport itself, you can’t really predict the outcome. So it is just a very interesting way of responding and pivoting to things that are happening real time. That said, I’ve worked with a lot of talent especially in Europe, who work on lots of different things, they might work on live sport, they might also produce a short piece around a sports star or a competition, and it’s still storytelling ultimately. And I’ve always believed that sports and film and entertainment are two of the things that people care so much about, that it can transcend the differences that we’ve created. It can start a conversation of commonality.

You might share the same, love of a certain sports team or a sport and be there just conversing and having a dialogue. And you both might be so excited by this particular film that it’s starting a conversation and a dialogue. And I think the dialogue is where the change happens and the progress happens.

And part of why I chose to work in both of these spaces is I do feel like they are the most impactful spaces that will stimulate change and connection and community.

Nichole

So What I wanna transition into now is something that I know that you’re passionate about and which I just love so much, is Elizabeth. The company that you founded a few years ago that’s named after your great-grandmother, I believe, and is your middle name. So I wanted you to tell us a little bit more about Elizabeth and the publishing and the consulting piece that you have there.

Jeanell 

I love it. Yeah. Elizabeth a bit of my baby that was born in the pandemic and started out asan idea when I was sitting in Europe further from my family, from my friends.

And I found solace in books. Especially books and stories written by Black women. And I thought to myself, Wow, everyone in my community is like so dope and so incredible. If they would tell their stories, I think there’s a whole community that would just love to hear it. And that’s when I started to just research publishing.

I wanna help tell stories. I wanna help tell my community stories and my family’s stories. And that’s where Elizabeth really came from. So far have published one book and excited to be working on a couple others, but that first book was written by my sister, it’s called, I Wrote This to Heal. And it’s a beautiful piece that I think will really resonate with women, especially Black women as we navigate love and life and the complexities of that.

I’m really proud that we brought an incredible team of women together, women of color, tocreate the book down to the design and the layout and, the art that’s included within. So it really has been my love letter to the community and my way of saying, we need to write our stories and we need to be the ones to write our stories.

And I am so excited. It’s still, I, you know, I call it my baby business, but my baby business is growing and I’m really proud of that. I’m really, really proud of that. And of course, the consulting piece. I don’t do, I don’t have as much time to consult anymore, but it was really, how do I fund this thing, honestly, because I wanted Elizabeth and my investment inthese stories to be my own personal investment as well.

And so I would work late nights, early mornings hustle to raise and provide my own services to raise funding to support the creation of a book. And so for me the consulting and how I choose to spend my spare time, even if I don’t have as much of it these days, uh, to how I can take that, invest it back into telling the stories that I’m really passionate about. That’s really Elizabeth.

Nichole 

Yeah. Well I can definitely confirm that your sister Alysha’s book, “I Wrote This to Heal” is magnificent. It was really powerful. I mean there were times certain chapters where I was emotional. It was such a great book and it’s something that you can get through. I don’t feel like it’s so dense, but it’s just powerful in the way that she writes it. So I definitely recommend it.

Jeanell 

It’s a quick read. We’re actually, we’re literally about to do our next release of the book. We did just a limited release the first time and sold legit 300 copies in two weeks. And that was for me, I was like, Let’s put the training wheels on how we, how we sell. I waslike, Oh my God. Like this happened so fast. So more to come on that. But we’re really excited to be able to do the next really soon.

Nichole 

Oh yay. I’m excited about that.

Jeanell 

Yeah, yeah, yeah, yeah.

Nichole 

If you could be remembered for one thing, what would it be?

Jeanell

For being a leader that cares, that truly creates access, creates space, and does so authentically.

Nichole 

I love that. Now, if you could give your 18 year old self a piece of advice, what would it be?

Jeanell

Being assertive isn’t a bad thing. Don’t be afraid of your voice. Don’t be afraid to speak your truth. There are so many that might say, Oh, don’t wanna become too much of a black woman. Silence those voices. Speak. Speak your truth and know that your perspective matters in the spaces where you think it doesn’t.

Nichole 

And if you could have coffee or wine with a historical figure, either alive or deceased, who would that be?

Jeanell

I’ve got a whole list. I’d want a dinner party. I demand a dinner party. Like this is like the most stressful question that I think anyone could ever ask me. I do think though, I’d really like to spend some time with Jesus and not even on the religious sense. Purely looking at the history of the man and yeah, I would love to just sit down and understand, like, tell me more about your experiences, talk about resilience and talk about, the challenges that come from, being different and navigating that and still leading.

And from what I’ve read, leading with empathy and grace and a respect for humanity. I really do feel like I could learn a lot from that. And again, it’s not on some religious tip, although I’d love to talk about miracles too. But I think just the experience would be just so fascinating.

Nichole 

Oh, yeah, I definitely agree with that. So what is the insult that you’re most proud of?

Jeanell 

Hmm. The insult I am most proud of, I would say. Gosh, it’s hard. When’s the last time I’ve been insulted?

Nichole

That’s great that you have to think about it.

Jeanell

I know. I’m like, at least to my face, you know, I can’t recall any direct insults as of late. I think really she cares way too much. She can’t separate herself and her own values from, this moment or this instance. I’m okay with that. I’m okay with being human and being vulnerable. I’m incredibly sensitive as I think you already saw. So I think that’s something that I’ve definitely heard before is you are far too sensitive, you care way too much. Get out of the weeds. It’s gonna be fine. This isn’t you we’re talking about. And I’m like, actually it kind of is me. Anything I do is me.

Nichole 

Do you feel like there is a failure that helped propel your career forward?

Jeanell 

Yeah. I don’t know that I call them failures per se. I’ve learned when you hear no, it really just means try another door. There are definitely moments that, I’ve learned from some more in a comical sense. Mm-hmm. But I really, Nikki, this one’s tough cuz I really don’t see any experience that I’ve had necessarily as a failure. There are circumstances where I’ve been challenged and learned. You can’t trust everything at face value.

Good intent doesn’t always translate to good work. So how do you be really critical of assessing who you’re working with and is that work and the quality of work and the work ethic aligned to your own? Because if not, it can just be challenging to manage different expectations.

Nichole 

Last question. What do you do for self care that keeps you productive and happy?

Jeanell 

I’m not good at that. I’m not gonna lie. I will say though, since , I rescued my dog, Duke Ellington, who we all heard earlier. He is my light, he is my joy. He is my outlet to self care, he reminds me to pause. This is crazy.

I’m getting emotional about my puppy, but every morning we walk at least a mile and this is our time. And I leave my phone at home and we just walk. We walk, we spend time together, and it is just a beautiful moment that I have in my day to not be on call for anyone else and to truly be present. So he’s definitely my light, my little light.

He’s my light. We caught him on a good day. If it were another day, I might have a different answer, but I love that.

Nichole

Well, Duke lives his best life. I enjoy following him on Instagram.

Jeanell 

Oh my goodness. Yeah. @DukeEllingtonEnglish. He truly does. He does. He’s not camera shy. This dog is like, oh, a camera. Let me smile. Very cute.

Nichole 

I love it. Now, last question. Do you regret that hike that you made us take in Cornwall?

Jeanell 

Oh my God, not at all. You know what? I think that was a beautiful bonding experience. Even when no one was talking to me, The Cornwell hike.

Nichole 

I was like, What? What kinda research did you do?

Jeanell 

So the research said this is a moderate hike that had stunning views. It had stunning views,and there were moderate moments.

Nichole 

The key thing is moments we had to actually use our hands to climb across things. I was like. This seems a lot more intense. This isn’t leisurely.

Jeanell

You look back at that and think, Oh, that was, that was cool. This is a good memory. Right?

Nichole 

Do I?

Jeanell 

You’re like no.

Nichole 

It was a bonding experience. It definitely was.

Jeanell

A bonding experience and a dark moment. Okay, I’ll take that.

Nichole 

We experienced all the emotions on that very long hike. I don’t know how many hours it took, but it was, it was long.

Jeanell 

Yeah. We don’t need to talk about that . Just, I am, you know, full transparency as I was navigating y’all on my phone. I didn’t actually have phone service.

Nichole 

So it really was the blind leading the blind. Ok.

Jeanell

Yeah. I literally don’t actually know if we went the way we were supposed to go.

Nichole 

When you kept saying it’s just around the bend, by the third time I was like, She doesn’t know where she’s going. We just, we would see people, And then I’d be like, Oh, maybe we are. But that, I don’t know.

Jeanell 

We don’t know. But you know,, I was just moving as a confident leader, you know.

Nichole

You were, you were, I was there. Don’t worry, . But that was still a great trip. So I enjoyed it. I did.

Jeanell
It was a great trip. It was. Yeah. We have to do that again on this.
Nichole

Yes, we do. We do.

Jeanell 

I’ll find another hike that I promise will be moderate . If you trust me.

Nichole 

I will double check that. I’m gonna have to check your work.

Jeanell 

You go check me. That’s fine. That’s cool. That’s good. I get it.

Nichole

Well, Jeanell thank you so much for participating in the podcast and for joining me. I felt like this was such a great conversation. I learned so much from you, as I always do, and I’m just so appreciative.

Jeanell

Thank you, Nikki. I literally, it’s always a treat. I feel like talking to you is just like easy and fun and yes, yes, thank you to you and thank you for creating this space. It really is necessary. So much appreciated.

Nichole Pitts

Thank you. And thank you to the listeners that have taken time to listen to this episode. If you enjoyed it, then give it a five star rating. If you didn’t, don’t worry. Just close out, go about your day. So thank you again and we’ll see you in the next episode.

 

End of episode.

Episode 8: The Perfect Harmony: Music & DEI — Podcast Transcript

Speakers: Nichole Pitts (Host) and Shani Gonzales (Guest, MD of Warner Chappell UK & Head of International A&R)

 

Nichole Pitts

Welcome to The Ethintegrity Podcast, Shani. I’m so excited to have you here.

Shani Gonzales
I’m so excited to be here. Thank you for having me.
Nichole
We are talking all things, music and DEI and ethics. I think the first time we met…
Shani
Mm-hmm
Nichole
which was
Shani
Gold restaurant in Notting Hill.
Nichole
Yes. Yes. I couldn’t remember the name of the restaurant, but you were talking about growing up in New York as the child of two West Indian parents, I think Jamaica and Trinidad?
Shani
Uhhuh
Nichole
And you were like when you would go to Jamaica or Trinidad for the summer and you were like, not everybody has two passports and I was like, what are you talking about?
Shani
Well, I think it was one, I think it was like, you know, my family I’m first generation American. So I grew up having a passport before I can remember and traveling. It was a big part of the culture or a big part of making sure that your children understood. Children being me at the time and probably still now, but like understood the culture and kept it going. I came from West Indian people who were living in America, but not always of America.

I know that that was important for both of my parents to pass on. So I remember going to college and being like, I think it was maybe the freshman year we wanted to go somewhere for Spring Break and everybody didn’t have a passport. I was so confused. I was like, wait, you don’t have what? Huh? Like, how did you go see your grandparents in the summertime?

Nichole
And they were like, we got in the car and drove south.
Shani
Yeah, exactly. Exactly. And it was like growing up in New York. All of my friends were first-generation Americans. Children of crazy immigrant parents. And I say crazy in like the best way. So in the summers, everybody was going somewhere, Guyana you know, Jamaica, Trinidad, Grenada. We were just talking about Barbados, wherever. Yeah. So yeah, it felt very normal.
Nichole
I could see that. I mean, I was like, that seems so foreign to me just because I’m from the States and that’s where all of my family was. So for us, it was going down to Georgia to visit our grandparents.
Shani
Yeah, yeah. Yeah. For me, it was on a plane. Yeah. Like begging my parents, do I have to go?
Nichole
What was really interesting though, was when you were talking about the difference in visiting your family in Jamaica, versus the difference of when you were visiting your family in Trinidad.
Shani
Mm-hmm well, it’s funny cuz my mother. My mother came to America a bit earlier than my father. She immigrated from Jamaica with her parents, maybe when she was in high school.

So like teenage, maybe 16 or so. And her family, my grandparents were in America. They were very Jamaican, but they were in America. They were in New York. And my father came to America from Trinidad when he was in his twenties and all of his family with the exception of his sister that was in New York, was in Trinidad.

So my grandparents were there and my father was like, very, you know, I always say, if you’re familiar with Jamaicans and Trinidadians, they’re the two most problematic islands, cuz they both think they’re the best. So when you have one parent who’s Jamaican and one parent who’s Trinidadian, the two most dominant islands, in my opinion, they’re both so prideful on another level.

My father was always like, okay, you can’t be too Jamaican you’re with them all the time so we’re going to Trinidad. It’s funny because, for both places to be, there’s such a shared culture, I think in the Caribbean, but also very distinct differences. I would go to Trinidad and call fruit by a different name than what they called it in Trinidad.

I would call it the Jamaican name and that was a thing. I spoke very different languages to both parents, even though it was all English but just different. They were just so different. Yeah. And therefore divorce anyway, but you know, like it’s probably why. But, you know.

Nichole
It’s almost like code-switching in a way, as far as understanding that culture and then was getting into it. One of the things I’d seen recently there was this whole big discussion on Instagram with Amanda Seales. And she’s a first generation as well as she was talking to her mother about the Queen (Elizabeth) dying and she slipped into a Grenadian accent and people were like, well, what’s going on here? And some people are like, well, It’s this just you being performative, but other people, especially, children that are first generation from West Indian parents say that you slip into that because you communicate like that with your family.
Shani
Absolutely. There were so many times that I would be saying things that were not, we always laugh about this now, me and my cousins, my little brothers, like just the weirdo things that we said at home. And then it always took that moment of taking it back to school and then getting laughed at. It was when I went away to university and then I started realizing, oh, so you guys don’t all just call it a veranda? Like it’s like, you know, just crazy things that you would say, like, my grandmother used to have this thing about calling my mother “she”, so I couldn’t be speaking to my grandmother on the Jamaican side and go, “well, she said that I need to do.” And she’d say “Who is she? Damn rude.” I’m like, so I can’t use pronouns around you, Grandma. Like I don’t get it. And now my niece and I were talking and she said to me, and she’s my Goddaughter actually.

And she said something about “she” and I’m like, no, no, no, no, no, no, no. We don’t say she when you’re talking about your mother talking about your mother and she was just as confused as I was, but you find yourself, you find yourself repeating the sins that have been done to you. Obviously, I’m making a joke by saying sins, but you know, just the crazy things.

Nichole
So you just had to say your mom’s name?
Shani
Yeah, I would say. “Mom said that I’m not allowed to do”. It was just like considered rude as a kid to like, I don’t really know. Unfortunately, my grandmother’s passed away. That would one of the questions I would go. So why was that rude, grandma? Like, you know, I adored her though.

So if she told me to do something, I was gonna do it. Yeah. I meant if grandma told me to do something, then I was gonna, I can’t say she, if grandma told me to do something, then I was gonna do it. Grandma said yes, better.

Nichole
And now you’re passing that right on down.
Shani
Absolutely. Like I would have to explain to guys, don’t call my house and just say, hi, may I speak to Shani?

You have to be like, hello, good evening, Mr. Gonzalez how are you? Perhaps is Shani available for a chat? Like I know I’m being a bit facetious, but what teenage boy wants to like go into all of that with your family before you’re allowed to come to the phone? Cause if you said. “Hi is Shani home?” Shani don’t pay no bills in this house. Dad, but like, is that necessary like, ah, you know, as a teenager. Whatever but I look forward to having kids and doing the same exact stuff.

Nichole
I can just imagine. I’m looking forward to that for you.
Shani
I don’t wanna, I am going to be, I don’t wanna be a normal parent. I don’t. I wanna bring the smoke.
Nichole
Then I’m gonna have to be like TeeTee Nichole will help you.
Shani
Yes. I mean, listen, I had friends who were allowed to call adults by their first name. Everybody was an auntie or an uncle like you never called an adult by their first name. Absolutely not.
Nichole
In some ways, it seems very West Indian because in the south it’s gonna be Miss or Mister or something like that. But the auntie and uncle, I just noticed that it was more of my West Indian friends that would do that. And I said, okay, that must be a cultural thing.
Shani
It comes from like the most extreme kinds of respect, I guess. And I’m so used to doing it. Now, if I have a friend whose child calls me Shani, I’m like, oh, oh my. And I know it’s totally normal. I don’t have an issue, but it’s just, so different then how I was raised.
Nichole
Yeah. It hits you a little bit differently.
Shani
Yeah, absolutely.
Nichole
You know, I was watching Top Boy is where I learned some of the Jamaican slang we like wagwan. And I was like, what does that mean? Cause everybody was saying it to each other. And I said I’m really coming up on some culture.
Shani
Yeah. The UK will do that to you in a much different way than America will. I mean, I was saying like there’s a new prime minister here (in the UK).

And I was talking to somebody and I was like Liz Truss? And they were like, no, no, no. Her name is Liz Trust Me Daddy. And I was like, and I was saying that to my mother and my mother was like, is, is she, is she Jamaican? And I’m. No, she’s not Jamaican. And the person who said it is not Jamaican, it’s just like she couldn’t wrap her brain, like, it just sounds so.

Yeah, it’s just how the UK it’s a big melting pot in a much different, in a much more real way, I think than even growing up in New York.

Nichole
Yeah. What do you think is the difference between New York and the UK?
Shani
Oh, I think, you know, the American culture is all about immigrants. Listen, things have changed and it’s gotten really problematic in America and I fully acknowledge that and am disgusted by it. But the American tradition had previously been a lot about immigration and coming to America and being American. It would be really insensitive, incorrect, and not something that most people would say, maybe that a person who immigrated from China who maybe had children that were born in America, you would call them American.

Whereas in the UK, I’ve learned in my short time here is if you are Nigerian three generations back, you will always be Nigerian. You will never quite be English or British. I don’t, I’m probably, I’m speaking totally off of experience.

But I’ll meet people who will say to me, I’m Jamaican and I’ll go, okay. But then I realize they’ve never been to Jamaica. They’re not totally aware of the culture. But their grandparents were Jamaican and therefore they still are, whereas in America it’s been diluted enough that you’re now American. Do you understand?

Nichole
Yeah, because you don’t have that tie back to where you can say, this is where I’m from. Exactly. I think that’s exactly the ancestry DNA results are so popular. So you can be like, I’m 36% Nigerian. Yeah. Nigerian, you know, we’re so diluted. And that was a question I got a lot in my time abroad was where are you from?

And I’d say “I’m American.” And they’re like, but no, where exactly? Like which country? Are you Nigerian? Are you Ghanaian? And I was like, I’m American. And then I’d have to explain miscegenation.

Shani
Exactly. Cause I was like is this a conversation for broad daylight? Let’s be honest.
Nichole
I can’t go back to my great, great grandparent and say these people were from this particular tribe in this country. I always love to hear the stories as far as people that do have that connection with their Homeland mm-hmm cause I feel like that’s something I know I feel like I miss is that I would love to be able to tie it back to some of those traditions and being able to say, oh, well this word means this thing or this is where my roots are from versus well, 36% Nigerian and 15% English, 5% Scottish. You know?
Shani
Yeah, no, I feel incredibly lucky. Like I tease both of my parents a lot, know, I feel incredibly lucky to have had that experience. I am American and I was born in America, but I feel like I have this insane amount of pride for my Trini side and for the Jamaican side.

I also feel it’s a weird thing cuz I’m also like, oh if I have kids, they’ll be second generation. Ugh. It’s something that I hope that if I have kids one day that they’ll get to share in that. And for a long time growing up in New York, I never even considered the idea that I could have a husband who wasn’t West Indian too.

It was so natural to my surroundings and to where I came from that I just. My life was that you know, it was this weird blend of America in certain pockets, but like hardo bread when I walked in the house. So all my other friends had like wonder bread that was sliced. I think that’s cool, but you’ve never had hardo bread toasted with some butter on it and some tea? It will change your life. That was the cool things about being in the houseand having a different culture point than others. And actually, it’s interesting, cuz I do find in the UK, whether that thing that you’re talking about having a country to tie it back to whether you’ve been to Nigeria or to Jamaica or to wherever your people come from, there is an insane amount of culture and pride mm-hmm for these countries that some know better than others and I think that’s really cool.

Nichole
Yeah. And a solidarity there too.
Shani
Yeah, the solidarity is really cool. Yeah.
Nichole
Yeah. Do you feel that having that strong tie to your West Indian culture also was one of the first ways in which you grew into this love affair with music?
Shani
Absolutely. My father and his friends used to get to, uh, he had this one friend. Uncle Mitra is his best friend, and they used to get together every week and play all the new records and us kids would be around.

And, the way they would analyze every song. And there was always rum that went with it, but, you know, the way they would analyze every song and go through it all and re-listen to songs and have these big debates about music and absolutely was my first, you know, music was such a huge, huge part of growing up. Huge.

And it was never American music. I always have this joke. I was away at school. I went to Temple and we were with friends and I heard a song and I was like, who is that? And they’re like Luther Vandross. And I’m like, oh, he covered a Beres Hammond song. This song was originally sung by a Jamaican singer and Jamaicans, if you know, anything are known for like their covers of US songs.

But it was so prevalent in my house. It wasn’t until like I got to university that I realized. Oh shit. These aren’t their songs. Oh no. My friends were like, no, that’s Luther Vandross’s song. Are you crazy? And I’m like, oh, have you heard the Beres Hammond version? It’s really good.

It was, it was interesting. And I had many people along the way from when I was about 18 and 19 up that started teaching me more about old school RnB and like Gamble & Huff and what they meant with, the sound of Philadelphia and getting to go back and hear the OJs and early Jackson 5 songs that I didn’t know, like it’s funny to think about now, but there are still moments. I have one of my close friends, Ryan Press, who’s at Warner Chappell also. And his father is in The Temptations.

Nichole
Oh really?
Shani
And it’s like a constant. Yeah, it’s funny. And when he plays me Temptations music and just all the stuff that he, “you don’t know what this is, do you?” And I’m like, “yes, I do. Now, what is it?” Like, um, go on, tell me, cause it’s still in education, you know, it’s West Indian people and I would go to Trinidad or you’ll be in, in Jamaica. Back then they listen to pop music.

It wasn’t really rap or RnB in that way. It was like kind of more pop music I remember hearing. Mm-hmm so yeah, it took a while and I’m still learning constantly learning. You know when there’s a sample sometimes in like rap songs, you’ll hear samples used, even in dance music across the board really. I can never identify a sample. I’m like, um, uh, what is that? And people will be like, how do you not know that song? Cause in my house, we were listening to Dennis Brown and Sparrow and Bob Marley and David Rudder, and not this, we weren’t listening to this. I can assure you.

Nichole
So, when did you decide that you wanted to get into A&R just from loving music?
Shani
I never wanted to get A&R. A&R was like the biggest mistake that worked out really, because I started with telling you, God takes care of children and fools.

When you have West Indian parents. One of the things that happens is that your parents are so honest with you to a point where you’re just like, “Really though?” And so, I was super fascinated with music and kinda getting to that age where I was discovering things on my own. Like the first thing that I remember being super young and my mother bought me like a Salt-n-Pepa.

Um, do you remember Salt-n-Pepa? She bought me like the cassette tape and I remember her and my dad having this conversation that it was way too mature for me, but I was obsessed with them. And my best friend, Shauna, that we grew up together was also obsessed. And we went through different people that we were obsessed with and in our obsession, we were always looking things up and wanting to know who did this and who was this person.

Somewhere in there. Maybe I thought I was gonna be an artist, but I am tone-deaf. I can’t hold a single note. My mother would tell me that all the time I wanted to take piano lessons. The teacher didn’t think I even had enough rhythm to stay on beat. Like I remember my mother going, like, I dunno if this is like your path.

Like I dunno. And, I have an older cousin, her name is Roni and she worked at Vibe Magazine. Mm-hmm and I remember her coming back one day, she had like an internship and she came back and just started telling me, you know, you could work in music business. Oh, what’s that? Um, I was probably 11 or 12, maybe 12.

And she started telling me about A&R people and publicity people and just all these cool people that she was meeting at Vibe. And I was always more fascinated by the people behind the scenes than the actual artists unless it was like Jodeci, cuz I wanted to marry Devonte. So fun fact.

Nichole
No, we would’ve been sister-wives.
Shani
I think that worked out for the best though. Being honest. Yeah, I think so. But um, unless he’s still out there and I don’t know anyway, um, I think that she would always tell me like these different stories and I was so fascinated and eventually was very resolved that that was what I wanted to do, but I never wanted to do A&R, I thought it was for men. Mm-hmm and that it wasn’t my thing.

And I wanted to do maybe publicity and marketing, cuz I loved to write. Thought maybe I was gonna be an author, you know, when you’re just like thinking about a lot of things, I was like, I’ll be an author, but then I’ll also do publicity in marketing. That felt like a good plan when you’re 15 or 16.

And it just turns out that my first job, proper job in this business was at Warner Chappell being an assistant to a guy named Chris Hicks, who was an A&R person. And I took the job thinking, at least I’m in. I’ll get out of that. I don’t wanna do that, but at least I’m in, and then I’ll be able to like network while I’m in Warner Music Group.

Mm-hmm and that obviously went wrong. Somehow I’m still here. I never got that moment to network. So maybe I’ll try tomorrow. But he was amazing in so many ways. Like that was his first real job. I don’t think that he had an idea of what an assistant should be doing. It was me and him and just the two of us.

He gave me an insane amount of latitude to figure it out. And he was tough, but he was a teacher when he needed to be. And then like super tough and like, no, no, no, I’m not here to babysit. Go figure it out. And I respect that so much. And I’m so grateful because I was tons of moments as a woman, like, oh my God, I’m afraid to walk into the studio.

What am I gonna do? Figure it out, and come back to me when it’s done. And I think that’s obviously exactly the kind of tone and spirit that you have to have doing A&R and he toughened me up. For better or for worse. I’m tough now, sort of.

Nichole
Well, do you think that you needed that because it is such a male-dominated role?
Shani
Hundred percent, hundred percent. West Indian parents, you shelter your girls, you kinda let your boys have a lot more freedom. I was super sheltered. I had two parents who mademy life very comfortable and amazing. And the music business is the opposite of that. It’s all about being uncomfortable. It’s all about finding confidence in yourself when other people may not have it in you and having the wherewithal and the passion to go and forge new roads and find artists that other people think are maybe terrible but you believe in.

And so Chris was very resolved in I think teaching me those things, and it was tough. There were moments where I would like wanna bitch and whine and he would go, no, no, no, I’m not listening to this. The famous line he would always say to me is, “Are you more afraid of them or of me? Are you afraid of some people you don’t know or are you afraid of coming back and telling me what you didn’t do?” Like, oh, that’s a good point. I’ll be back. I don’t want you cursing me out and I don’t care if they do so I’ll be back, but it was exactly what I needed. Mm-hmm and he and I worked together at Warner Chappell and I mean, obviously as his assistant for a long time, but he always gave me enough. I felt like we worked together and I mean that in with the most amount of respect. And then he took me with him when he went to go work for LA Reid at Def Jam and Def Jam was the next level of learning. It’s like, you go through different grades.

If that moment was junior high school, Def Jam was like high school, all the cool kids, all of the like how do I get in and fit in here? LA Reid is a legend and insane at what he has accomplished. And, you know, when you’re between Chris Hicks, who did all the things he did and LA Reid.

And then at the time, DJ Khaled and Lenny S and Kawan Prather like all these insaneBoowas there. We had the most insane A&R team. And I was the girl trying to figure it out, excuse me, while I clumsily sit over here and try to figure it out. And it was hard, but it was incredible.

Absolutely incredible. If you can survive Def Jam, you can do anything. All of those people are now off doing amazing, amazing things. Obviously, DJ Khaled is DJ Khaled and Boo is running shit over at Columbia Records. And KP is in this festival DJ that’s also working with Pharrell and doing all these cool things.

And Lenny S has probably a million followers on Instagram and takes these incredible pictures. And is this huge part of culture and manages DJ Khaled. Everybody’s doing so much cool stuff. It was like the best of class when I was there, at least in my opinion.

Nichole
Did you have any other females that were working in A&R?
Shani
Um, Karen Kwak was a very supportive and also tough person. She was running A&R for LAand doing so much more. Karen did a bit of everything. She was like a boss bitch. And she still is. But at that time, Karen was probably the first significant woman that came into my life from like a work, you know, working for, I didn’t technically I was working for Chris, but she was very dominant.

Mm-hmm in a great way and also tough. You looked at Karen. She was teaching you by sitting down and showing you something or teaching you by just being a trailblazer and setting an example. She was tough. I don’t mean a bitch. Although sometimes that is required of the job.

Right? But I just think that’s an unfair label for women but tough in the sense she could hold her own and she never played that woman card first. She did her shit and she was able to compete, not with the women, but with everybody, which is to me the ultimate salute. I always say, I never wanna be the best woman in the room. I just wanna be the best. And Karen is really an example of that. She was incredible at what she did. And she was a boss.

Nichole
Who are your biggest advocates for you in your career?
Shani
I have so many, I feel like it takes a village to raise a career. I have so many, I was really lucky either. Listen, I’ll say it five more times. God takes care of children and fools. So I haven’t decided which one I am.

I’m probably a bit of both, but I had loads of people that were not afraid to call me out when I was doing stuff wrong. Who were not afraid to champion me and tell me when I was doing stuff right. Who yelled at me, who hugged me, who told me to stop with your fucking tears and get it together. I had a lot of people. I’m super grateful because a lot of people showed me a lot of grace and gave me a lot of time and still do. I’m not here alone.

I’m here with a whole village of people that are rooting for me and checking me even today, like right before this call, somebody called a friend of mine. It’s like a big brother called to tell me who I hadn’t called back and why I was embarrassing him. And I appreciated that. So too many advocates to name.

Nichole
Well, the one thing that I really love just as far as your journey is that you’ve had both mentors and sponsors. Like with Chris and the mentoring and being at Def Jam and really understanding and learning about A&R but also having those sponsors. Even in your current role with Guy telling you that you really should take this role. What I love about sponsors are those are the ones that get you into the door, they create those opportunities. So I’d love for you to share that story.
Shani
Oh my God. I remember the day that Guy called me and said we were looking for an MD in the UK. If anybody knows me, I’m going to insert my opinion. And I was inserting my opinions. And one day he just called me and said to me, “I don’t understand why you haven’t just thrown your own name in the ring.” And I’m like “in the ring for what?” And he is like “for the job.” And I was flabbergasted. I said to myself, Oh, my God, like he’s finally lost it. COVID has made him lose it. It was, we were about a month into COVID and it was around that month. Things started getting tricky. I don’t know if you remember, cuz initially, we thought we may be in the house for two weeks. I think around that month period, maybe by like the first week or two of April, everybody was starting to realize, wait a minute, we might be here for a while.

So we were all getting into that slow resignation of sad, but we feel crazy. Like what is going on in the world. And I thought we lost Guy to that crazy. Yeah. What is he talking about? He sounds insane. And he sat on the phone and went into a speech about telling me that there was two kinds of people in life.

And he described what a leader was and told me that I should do it and I needed to consider it. And I came off the phone with him, like, yeah, he’s cracked. I don’t know what he’s talking about. There’s no way I can do that role. And to his credit. I mean, he saw something that I definitely didn’t see at the time.

And I went through many moments of doubt, many moments, probably still some that happen now, but, you know, I had a lot of doubt. I was like are you okay? I think I definitely asked him that one or two times, but he saw something and he was a major, major champion. And while I was going, well, I can’t do it for this reason.

I can’t do it for that reason. He kept telling me how ridiculous I sounded and how those were exactly the reasons why I had to do it. And those were exactly the reasons why he picked me. I kept highlighting, I can’t do this because that person does this and I’m different. And I think about the, and I just can’t and like, I’m not mature enough.

And don’t, you know, that I still do this and I can’t do that. And he is like, that’s exactly the reason why I think you should do it. And he promised that I would have his full support. Two and a half years after that initial conversation he has made good on everything he promised. He’s been an insane supporter who yells at me when I need to be yelled at. I like that. It feels honest, right? And he’s super supportive and angry with me when I need somebody to be angry with me. I am incredibly grateful to him because I think it’s a really hard thing to be a leader, but also be able to be friendly enough. I don’t wanna be disrespectful and say he feels like my friend, but it’s easy to talk to him and easy to go and say, I have no idea what’s happening right now. What would you do? And he shows me grace, that’s my word, loads of grace, and gives advice and helps me troubleshoot when I need to.

Nichole
Yeah. I love that. And the fact that he believed in you more than you believed in yourself at the time.
Shani
I mean.
Nichole
And continues to push you. So really is such a great example of a sponsor.
Shani
He is an incredible, incredible sponsor. Yeah. So I hope he doesn’t hear this it’s gonna go right to his head.
Nichole
Hey Guy!
Shani
Right to his head.
Nichole
So what do you feel are some of the biggest challenges you’ve been facing in your role as not only the MD of Warner Chappell but also as International Head of A&R at Warner?
Shani
I mean, well, the first major challenge was COVID, right? I think that was a major challenge. I also think when you’re a woman and you are then a woman of color that plays a huge role into things. Moving to the UK, there were moments where I think even Black people were confused by my role and that’s likely because they’d never really seen it done by a Black woman.

Right, I think of it as a pro and a con. I think when you grow up Black when you grow up any when you know anybody of color and the children of immigrants, you’re always told, “do better, work harder, be faster, be quicker, be the smartest in the room.”

So you already have lived your life with that mentality. It extends into work where you understand it. The UK is a lot different than the US. I got to grow up and have Black doctors and Black teachers and parents who gave me a very intentional childhood where they understood as a Black child in America, how to instill that confidence with Black excellence around you. I don’t think that previously that has been happening in the UK. I think it’s starting to change now and starting to happen, but we’re in that moment of the change. I think it’s a bit behind America in that sense.

So that’s a challenge. There are not nice things that come with being the first. But then there are some amazing things that do come with it. And some of it is being able to have a seat at the table where you can share your insight and share your experiences and be a part of change in real-time.

For me, I get to run the UK office and do some things that I would wanna see at a company that I worked at before I had this position. And that’s awesome. I think I’ve learned to go like, Yeah, I’m different from my counterparts, but I’m gonna lean into that versus being scared of that. I have, I hope a very different rapport than other people with my team.

I’m probably too honest at moments., you know. I will tell everyone, I’m terrified to be up here. I hate public speaking, but I like to tell the truth for better or for worse. And I just have learned to not try to show up as anyone else just be myself, because people respect that far more than you being, who you think they wanna see.

So I just try to be myself to counteract all the challenges and always show up that way. And I don’t know, cross my fingers and know that God takes care of children and fools.

Nichole
So what was the first thing that you did when you came into your role and you said, okay, well, they’re having a completely different experience with me because I am a woman of color here in this role, the first one that they’ve had.

And you knew that it was gonna be a little bit of a shock to the system. How did you go about trying to change the culture there? So it would be more, um, I don’t wanna say accepting, but to where it wasn’t such a culture shock for them having you having there?

Shani
I started the role October of 2020. I moved here January ‘21. And we were in a lockdown. I don’t know how to answer that question. Really. I think that the first thing that you do when you are moving to another country to do a role that you’ve never done is you meet people and you listen. And that’s what I tried to do.

That was one of the only things I could do. I couldn’t meet the team in person. We were in a lockdown. I was able to do some limited meetings, but not a lot, obviously. I listened, I tried to listen and I tried to learn. That was the only thing that I really could do. I met with a lot of people and I just, I was terrified, oh my God, I was terrified, but I just kept reminding myself.

I had to show up as myself at all times. So the only culture that I was trying to bring was one of extreme openness and being candid with each other because that’s the only way I think you can be great is when you can be really open and direct. And I just tried to create an environment where people knew that they could be just as open and direct with me as I was being with them. But I try to listen a lot and I still do try to listen a lot. I think when you start getting to certain places as a leader, it’s far less about what you do and the, I don’t know if legacy is the right word, but you know, you’re judged not just on your own merit, but on merits of your team.

So a lot of it is managing that to make sure that they have all the resources and all of the things that they need to be happy and well adjusted mm-hmm that they can knock it out the park. So I listen, I try to, I hope I listen. That’s the culture that I wanna have.

I think the UK is incredibly, I can never say this word. The UK can be incredibly hierarchical. Yeah. Hierarchical. Let’s go with that. Um, but it’s probably much more so than in the US. I think. It’s not what I came from. So I think that it was always, for me, it’s like, yeah, yeah, yeah. I might be the MD, but tell me what’s going on. Tell me how I can help. So I think trying to make sure that everyone knows that that’s not my brand, my brand is not about that at all.

Nichole
So what do you think are some of the key differences between music in the US, Europe, and the Caribbean?
Shani
Hmm, I’ll start with the US versus everywhere. How about that? I feel like the US versus everywhere. I think, again, it goes back to that thing of American culture is about being American and not necessarily, you know, you retain bits and pieces, but I think there’s an American thing that is far more shared than say in the UK as an example.

Right. And I think that that American thing is reflective in the music. It is, think a bit less inclusive, although that’s changing, I look at a song like Peru, an Afrobeat song, and Essence also an Afrobeat song that both had success in the US this past year and last year.

But that’s the first time that I think that’s happened significantly in modern youth culture and music. But that’s been happening for years in the UK and around Europe.

So I look at the UK and I see a music culture that is really inclusive and celebrates all the different, you know, whether it’s reggae and ska to like Afrobeat and how all of that has kind of come into the UK and you hear it. And punk songs, it’ll give you elements of ska music. And then RnB records here, they may have Afro-swing moments and in hip-hop music, you’re hearing moments of Afrobeat and moments of Caribbean music.

It’s all very much a melting pot in that way. And I don’t think that that is a consistent thread in America. I think that there are moments that it happens, but it feels more consistent here just in the time that I’ve been here, at least. And the US is a big enough country that it can survive almost on its own.

So you can have a very mediocre artist in the UK. And when I say mediocre, I’m not even talking in terms of talent, but I’m talking in terms of how far they can go in the chart. Say you have like an artist that may not chart that much and may not be on the radio and that you may not be familiar with, but there’s enough people in the US that that artist can make a very healthy living and sustain himself in their art.

Whereas in the UK we’re dealing with a smaller country and countries in Europe and other places, it’s not necessarily the same. So the US gets to kind of thrive without having to think about the world where the world to thrive in the past, I feel like it’s always had to think about the US at some point, and now that’s starting to change too, which is really cool.

I love watching how streaming has made the world open up in a way that you don’t have to just think about how do I have success in America to be a big artist. You don’t just need America anymore. And I think that’s amazing.

Nichole
Well, like to your point, I didn’t even know anything about Afrobeats until I lived in London and was like, wait I love Afrobeats. I was like, oh, but I do enjoy that you have certain companies that are trying to make it more accessible. During COVID, I got a Peloton and they have an instructor, Tunde, and she would do Afrobeat rides. Cool. Hear all of this. And then of course they have the London instructors. And so Hannah would do Afrobeats and Caribbean, um, her carnival ride. So you got to have that exposure.
Shani
That’s so cool. I didn’t know that.
Nichole
Yeah. And I liked it because it was one of those where most of the, at that time you had heavily American riders because that’s where it started. Yeah. Yeah. And so it was giving access to that music outside of that. One of the other things that I felt was more jarring to me was when I moved to Paris.

It was my first time ever living outside the states. Mm-hmm and I was just at the grocery store. I was at Monoprix picking up groceries and I started to tune into the music that was coming over the speakers mm-hmm and it was Kanye, but it was an explicit version. I was like, “Wait!” They’re saying all the curse words and yeah that was when I was like, is America the only one that does the parental advisories and even in the UK, you don’t really hear the clean versions.

That is such a US thing from, what was it like 1985? I know I’m dating myself, but I remember Tipper Gore. And the whole Tipper Gore and Frank Zappa hearing where Tipper Gore had bought a cassette, a Prince cassette for her daughter. And that was when Purple Rain was out and she’d heard the song Darling Nikki, and you know what that song is.

And for me on the playground, it was, oh, this is your song. And I was like, it sure is. I didn’t know what masturbation meant. I was like, I love it. You know, I love Prince. And she heard that song. And then it was forming this council and making a federal case out of it to where now you had the parental advisories of what is acceptable.

Shani
I thought that that happened in the nineties, you know, I guess that’s when I remember it. I remember, you know, I don’t, I remember being…
Nichole
Delores Tucker?
Shani
Was that? Yes. That’s. Okay.
Nichole
Tupac, yes. So they have different iterations, but it first started with Tipper Gore. but really it was about rock. They called it “rock porn.” And so it was interesting in that she said, when she grew up, it was listening to the sweet things like Twist and Shout and you know that song is very sexual. Yeah. So. It’s based upon kind of our own lens, but there are so many trends of even you think about what Elvis when he was using his hips and they thought that was too sexual.
Shani
That was very provocative.
Nichole
Yes. And so having that and them saying, okay, there’s this whole big parental advisory. And then moving in more to the rap stuff, I think with NWA, Tupac, and all of that, looking at more of the lyrics there. And then even now here in Atlanta with the Fulton County DA using the lyrics of rap songs, to indict rappers here on what they’ve said that they’re going to do or what they say they do in these songs. So it’s like, what is artistic expression, and what is kind of telling on yourself?
Shani
I am wildly against censorship, against using lyrics. This is art and you have to give people room. I think music gets such a bad rap about how it impacts and affects. I have so many thoughts here. It almost gets muddled in my head, but I just, I hate that. I think, you know, people love to blame. This is happening because of rap music and know this is happening because of poverty and the poverty that was created, not by us, but it was created.

And given to Black people and people of color and the music is a reflection of what’s happening, not the music. Do you understand? It’s not the other way around. I hate it. I’m gonna start saying like really problematic, controversial things. I just, I don’t believe in that. It’s unfair. It’s really unfair. And even speaking of what’s going on in Atlanta with using rap lyrics, I was, I was so annoyed when I heard that. I think it’s absolutely wrong.

Nichole
Well, keeping on our controversial topic. What did you think about the whole FN Meka thing? The virtual rapper that Capital Records had signed and then had to drop because of digital blackface? What’d you think about that?
Shani
Well, you know what? I don’t know the whole story. Like I saw what transpired on Instagram. I didn’t do a lot of digging, so I’m gonna just say what I heard. What I heard was that it was created by one or two people, but none of those people reflected the artist. So there were no people of color in that room that helped to create that if I understand correctly? Do you know?
Nichole
Yeah. So allegedly, mm-hmm the president or the owner of Factory New where the project came out of mm-hmm he said that it was a very diverse team that came up with this rapper.

He was the only white person in the room. Oh. Um, but I think the thing was is that you have this new sort of artifice that you’re using. And it was looking at you’ve got this avatar of what this person is, and because it’s almost a hybrid because you have a real person that’s rapping, but you’re using artificial intelligence.

Right. My question was, did you not do focus groups or anything? Just even within the company. This would’ve been a great use of employee resource groups beforehand. It’s like, how about getting some feedback on that? Because yeah your team could have been Black behind the scenes, but you’ve got this avatar that is saying things and maybe using more stereotypes. And is it reinforcing something negative versus really elevating culture?

Shani
Artificial intelligence scares me because I don’t fully understand where it comes from. So like you constantly hear about different moments when, like, if you type certain things into Google, this comes back.

There’s been so many stories of artificial intelligence gone wrong. So I think when you start applying it to creative things like music, to art it’s gonna be a catastrophe. It’s going to not always give you the right result back and it’s not going to read the room, which in 2022, you have to know how to read the room.

And I think that that’s an example of not reading the room. Coming up with an artist that perpetuates another stereotype of Black people and Black women is why artificial intelligence is a problem. Cause then you’re doing that in 2022, what the hell? Do you understand what I mean? So for me, I’m not like the biggest without knowing the whole story my gut reaction is like artificial intelligence, creating a rap avatar is a recipe for disaster. Just like don’t it.

Nichole
Yeah, well, artificial intelligence is always so hard because it has to be programmed by somebody. Exactly. So exactly that you’re programming your biases into this AI interface. So I look at that as when they try to do hiring decisions or they’re trying to make things more equitable. But as you said, we’ve seen so many examples of where artificial intelligence has actually perpetuated more discrimination and oppression, then it’s helping.
Shani
Hundred percent. Yeah. Hundred percent. I did see that when I saw the avatar, I was like, oh, somebody’s gonna get in trouble. This doesn’t look right.
Nichole
But even with music, I feel like, with artists, the whole reason, the whole culture behind it is the soul of telling a story. And when you’re looking at AI, it seems very sterile. It’s like, how are you really telling that story exactly from their particular lived experience or just from, um, things that have come up, and even as they evolve, you think about, as you evolve as an artist and telling a story a certain way, how can you do that with artificial intelligence?
Shani
You can’t mm-hmm you can’t cause it’s not going to be authentic, right? I don’t know. Somebody will prove me wrong. Mm-hmm and in like two weeks, there’ll be a new avatar artist that has the biggest record in the world that everyone loves their story, I guess. But right now I just, yeah, I think it’s too weird. It doesn’t make sense yet. Mm-hmm um, and you’re absolutely right. Artificial intelligence still has to be managed by people and people are problematic. So, you know, when you start putting that recipe, it just doesn’t, it doesn’t work yet. No. Yeah. I, maybe we should have DEI people doing programming, the artists and artificial intelligence.
Nichole
Oh, I dunno about that, but, well speaking of DEI, what do you think are the biggest DEI challenges in the music industry right now?
Shani
I think following George Floyd and there was this like call to change call to we’re gonna figure this out, but I don’t quite think it happens that way. I think DEI is all about behavior and changing learned behavior. And I think that’s a really hard thing to do that doesn’t happen in six months or a year or even a year and a half.

So, one of the challenges is really about how do you adjust behavior? How do you change people’s perspective? I don’t think that it’s fair to get into values when you’re at work. Right. I think it’s much more fair to talk about behaviors that will, and won’t be accepted when you try to change values.

I just think you’re always gonna be behind the eight ball on that. It doesn’t make sense to me, but I think that it’s fair to expect certain behaviors from people that you work with. And that’s a hard thing to change. You’re trying to change a perspective and behavior that some people have had for years and years and years.

And you’re the expert. That’s a challenge. I still wonder how you do that. How does that happen?

Nichole
Well, I think one of the things is looking at understanding the why behind that. So as we have conversations and as you said, this learned behavior, it’s maybe not something that we believe deep down in our heart, this is something we’ve always been told and it’s never been challenged.

So how do we embrace that critical challenge to say? Hmm. Okay. Why do you feel this way? Or why is this problematic? An example would be if we’re thinking music, the word “spaz”. Recently with Lizzo and Beyonce and their songs. I didn’t know that that was a problematic term.

Shani
Me neither.
Nichole
Because that’s not our background, you know, we’re not part of that community. So I think as long as you’re open to saying, oh, okay, well, “why is this an issue?” I always talk about the four different types of oppression with structural, how the branding that we see, what we’ve seen on TV, even cartoons, Speedy Gonzales, Pepe Le Pew, the Simpsons, all of these different things.

You have institutional, um, individual, and you’re looking at these different things. You’re like, okay. So I have all of these pieces of information that come in and I’m operating unconsciously and it’s like, well, maybe I need to take a step and say, am I looking at this right?

Or I have a different point of view, let’s talk about it. But a lot of times I feel like we get into performative activism. Yeah. Or it’s say we wanna do the right thing, but then people also feel so overwhelmed because they don’t wanna be canceled. They’re like, I can’t keep up with all the changing terms.

And then it turns into the, as I like to call it the Oppression Olympics, where everybody is like, my marginalization is the best. And you’re just like, well, how can we all coexist and not feel so stressed out about it? And that’s really where you have that conversation. I think a good conversation to where you’re just talking and understanding, making space for other people.

I talk about that all the time, holding space for someone else. Yeah. You don’t have to agree, but at least hold space for them.

Shani
Yeah. I think you’re absolutely right. I think the part where I get disappointed, is the music business needs to be reflective of the music that we’re putting out mm-hmm and youth culture, you know, today’s music I think it’s a far more smooth word to use than like urban music and pop music. Like, I don’t know that those terms are quite right anymore.

I feel like we’re in a moment of youth culture and that’s being reflected through white artists, Black artists, Asian artists, like more artists and more diversity amongst these artists than we’ve ever seen. Mm-hmm and I’m not proud that a lot of our companies don’t look like the music that we’re putting out.

I’m not proud of that. I think that’s a problem for me. Like, I always wanna make sure that if we have a songwriter, a producer, an artist that’s walking through this building, we look like them. Right. I’m not saying everybody needs to look like them, but we look as diverse as the roster that we have.

And we don’t right now. I don’t think any company in music at the moment is that, but you must ask why right? Is that what is? To start with why?

Nichole
You start with why. And you do want whatever you’re doing to be reflective in which the culture or the society in which you’re operating. So…
Shani
Absolutely. I love that. It’s a conversation though, right? I love that we’re getting uncomfortable with each other. I love that people are changing their minds about how to hire, where to recruit, and what to do next. I love that. And I think things are changing. You know, things are changing.

I can look around and see a lot more changes even within Warner Music Group than before we were actively talking about it with each other and collaborating on how to make it better. But I’m just impatient. You know, music people. We want it fast. We want it right now. What are you doing right now?

Nichole
So what would you suggest, what are some of the tips that you would you’d like to see in order to make these changes happen faster?
Shani
I don’t know that they’re not happening. The things that I’m saying are happening. I’m just, you know, I’m one to complain.

That’s all, but it’s happening. It is happening. And of course, when you are a person of color and we’ve all come through this business, having our own experiences, you obviously, we wanna, now we want it right now, but it takes, it takes time to change the behaviors to find out the whys that takes time.

And I think we’re all in it for the long haul. Right. It’s not bad to wanna know, you know, you get to be the inpatient person in the room, pushing it along, like, come on, let’s go. Now let’s jump on right now. But I think it is happening and I’m not saying that everything is perfect. That’s not what I mean.

I just feel like the things that I would suggest are already happening. Okay. Yeah. Yeah. It’s great to be able to have a conversation with HR people, our people team here, and they’re thinking about it and addressing it before you even are saying it. Right. So it’s changing.

I worked at Warner many years ago when I first started and it wasn’t the Warner that we are today. So growth is good and it’s happening.

Nichole
And I think sometimes you just have to look at what’s going on around you and even the Women of Warner, ERG when Sarah Everard was kidnapped and murdered last year.

Yeah. 2021, the Women of Warner ERG really pushed for policy change to be able to reimburse expenses related to safe travel home from when they were working late at night at events because Sarah was walking home from a friend’s house and, was stopped by a metropolitan police officer.

So of course, you know, you’re not gonna think anything’s wrong. Yeah. But looking at that tragic event, was really the impetus to make some change right. In your industry with being safe at night. So that’s a good thing. Absolutely. And then I always tell people, why don’t you go back and watch one of your favorite TV series from years ago and see how it sits with you right now?

Because there are things that I used to love. And now that I watched them, I was like, oh, this is problematic. Yeah, but that was a reflection of the time.

Shani
Absolutely. I grew up in New York during what I call the golden era of hip hop, Biggie, and Jay-Z, and I go back with certain artists that I listened to back then, and I’m like, oh wow. Yes, can’t see that one at work. Can’t play that one at the summer party anymore. You know everything is very, very sanitized, which I think it will level out. It will get stable, but we’re all learning. I’m, you know, learning every single day what certain things mean. I had the funniest conversation with a friend of mine’s daughter who was explaining a boy who she liked, but he’s dating a girl who identifies as a boy.

So now he identifies as queer and the way she explained it to me and the grace that she, at 11 years old, she was so articulate about it. By the end of the conversation, I was too embarrassed to tell her I did not follow. I don’t follow this conversation. Not because I don’t want to, but you’ve used so many new terms and new phrases that I’m going, wow, you just got it.

You’re gonna thrive in this world. Do you wanna come and be my coach once a week and teach me? Cause it is hard to keep up. Right? So we need to be patient with each other while we’re all learning. Yeah. All of the newness.

Nichole
And I think that is the perfect thing. And as kids, I mean, they don’t have to unlearn, learned behaviors. They’re learning these things and I tell people DEI is constant learning and there’s no, that’s just right about it. But I think if you’re open, then that’s always the key thing.

So if you could go back and tell your 18-year-old self one thing, what would it be?

Shani
Chill. Relax. That would be what I would tell. Chill. Why are you always stressed out and anxious? It’s gonna happen? I still am the same person though. So I would’ve to come back and I mean, I need my 18-year-old self to tell me that now still. But I think at, 18, I was so in a rush, I was so ready to be an adult and to have a career and to do all these things.

And now, quite frankly, I miss summer vacation. I miss two months off and like my parents paying my bills and I miss that the hardest thing in life was calling them to say how much I spent on the credit card before the credit card bill came. So at 18 I would be like, chill. It doesn’t always stay this carefree.

Nichole
So now that you’ve achieved all these things, do you feel successful?
Shani
I think it’s a mix. There are some days and I’m like, yeah, girl, you got this. And other days are just like, oh my God, we will try again tomorrow. So I think it’s a mix. I’m proud of myself. I’m proud that I stuck it out. Moving to the UK to do this job during a lockdown was not easy, going through that whole visa process in the US during COVID not easy but I’m proud that I’m here and I’m proud that I get to do this job but I don’t know. I’m ambitious and I want more.

And more and more. I feel proud of myself at certain moments. And then at certain moments, I’m like, it’s not enough. You’re not working hard enough, you know, I guess we’re all our own worst critics, but I remember somebody put this, it might have been Kamala, but I feel successful in the sense that I get to do this job as myself.

Being myself, being honest about who I am, and hopefully holding the door open for other, young, black women, young women, women of color, people who are maybe not the norm, I guess if we’re playing the Marginalize Olympics, is that what you called it?

Nichole
The Oppression Olympics. Yeah.
Shani
The Oppression Olympics, everybody who’s in those Olympics, I guess. You know, those are the moments where I feel proud. It hasn’t been easy, but I haven’t given up yet. Although I do give up maybe 30 times a day, but only quietly to myself. And then I get back into it.
Nichole
What do you do for self-care? How do you balance being this boss with also pouring back into yourself so you can continue to show up?
Shani
Um, I don’t know that I have that balance quite right. I shop a lot and I buy myself nice things, which is not necessarily the right balance because that balance will have you living out on the street. I don’t know, like, one of the things that is far healthier in the UK is just their approach to the work-life balance and taking holidays and the expectation to do so. You’re, nobody’s hero. Nobody’s looking at you like girl, you killing it. You didn’t even take a vacation, which is kind of the attitude in America, but here it’s like, Ooh, you didn’t take a vacation.

What’s wrong with you. Right. So I do try to balance. I’m not saying I’m good at it yet. Uh, but I don’t really know what I do. I shop, I love to read mm-hmm and I spend a lot of time talking on the phone to my friends in the US. Because I have really bad FOMO (fear of missing out) and I don’t wanna miss anything. So, you know, that’s probably it go to dinners with friends when I have time, but I also think I love what I do.

Like I love it. And I’m so grateful. I’m so like, I think about that all the time. And that’s why I always say God takes care of children and fools because I grew up with, I’m sure a lot of us who you, you know, you growing up with your friends and everyone is telling you, like, I’m gonna be this when I grow up and I’m gonna be that, and I’m gonna be this.

And I’m doing exactly what I wanted to do. And I’m working in my Plan A and there are moments where I’m frustrated, but more often than not, I am like this doesn’t feel like work at all. I cannot believe somebody’s paying me to do this. I don’t know, that’s the hard part, I’m in my Plan A, I’m grateful. I’m fucking happy. Like really happy. It’s hard to stop. It’s hard to stop. So I’m working on it. I’m working on it. Then you moved, you don’t live here anymore. We go to see bad plays.

Nichole
Well, when I’m back, we’ll go find another bad play.
Shani
Oh my God. I’ve got like four right now that we can go into. So let’s get our tickets and let’s go right up front. So we can’t even leave the bad play and eat our Madeleines. Exactly, exactly. And eat our Madeline. That’s all that really matters.
Nichole
This has been a really great discussion. I think you provided such great insight into things.I really, really enjoyed it. And one last thing is from an A&R perspective. Mm-hmm when artists are looking to get discovered, what do you look for? Cause this question comes up so many times of how do I get discovered, especially since the change with COVID and you couldn’t get out there, you know, how do artists stand out?
Shani
I think that it’s a right now like you’re in a moment when I was coming up through this business in the early two thousands, what people looked for was. It was all about the labels and like telling you what to do. Whereas now labels and publishers are scouting from like the internet and social media and, you know, DSPs and things that are going viral.

So you can blaze your own path in a much different way than you did before. You can sit down with your friends and record a song in your bedroom that becomes like the biggest thing on TikTok. And we will find you. And that is meant to sound as creepy as you heard it. Like we will find you, you know, um, and also social media gives an incredible opportunity.

Whether it’s Instagram or Twitter, I’m not saying you’re always gonna be recognized and heard, but to interact with people, do your research, go find some of your favorite, A&R people at these labels, go follow them on Instagram, DM them, leave comments under their photos. It happens to me a lot. I do respond. I mean, it, it can get intense, but I do try to listen to stuff. I do try to respond. I have friends that send me, like, have you seen this? Have you seen this artist? Did you listen to this song? And we reach out. So I don’t know. I hope that helps. I’m not trying to make it sound overly easy, but I don’t think it’s as difficult as it used to be.

We are looking for you. We are, we are looking for the next big thing. We are looking for artists that feel different and special and distinct and unique. Like we all want that. And we’re also looking for hit songs. Sometimes the two go together and sometimes they don’t in the beginning, but like, we want it all.

We’re here. We’re looking for it.

Nichole
One of the things you also told me last year was that the artist also doesn’t have to have tons of followers in order to yeah, no, be discovered, you know, as long as the work is good, then, like you said, you’ll find them.
Shani
Um, yeah. We will find them. So, I mean, sometimes having more followers, it’s like naturally how I think Insta, how to metric with TikTok. Sometimes it’s easier to find, but I’ve picked up things that I’ve found on Instagram that had very few followers, but I just liked it and you get in touch and you just try to figure it out. So, yeah.
Nichole
Well, thank you so much, Shani.
Shani
I’m so proud of you. And I think that this is so in, so I was gonna say dope, but then I stopped myself to sound more intelligent and tripped myself up. You see what I really, I think that you’re doing is incredible. It really is. And congratulations.
Nichole
Well, thank you. And thank you so much for being a guest.
Shani
I’d also like to highlight, you can do this anywhere so you can move back to the UK and do it.
Nichole
Yes. Well, I will be there. So get my room ready.
Shani
I will. Done.
Nichole
So we can hang out and go out to tea.
Shani
Perfect.
Nichole
Well, thank you again, Shani, for all of your feedback and this great conversation, and for the listeners out there thank you for listening. If you enjoyed this episode, then give it a five-star rating. If you didn’t then just go ahead and close out. Don’t touch anything, just leave. Um, and we’ll see you on the next episode.
End of episode.

 

Episode 7: Key Lessons for Ethics & DEI in the Insurance Industry — Podcast Transcript

Speakers: Nichole Pitts (Host) and Michael Blackshear (SVP – CCEO & Head of DEI at Ryan Specialty)

 

Nichole Pitts

Welcome to the Ethintegrity Podcast, Michael. Thank you so much for joining me today.

Michael Blackshear

Well, Nichole, thank you for allowing me to participate. This is, I think this hopefully will be an exciting discussion for all of your listeners.

Nichole Pitts

Well, I think it will be. You are always such a great discussion. You’ve had such an outstanding career and have done a lot of things in the insurance sector, and I wanted to know just how you got into insurance in the first place. What really got you interested into insurance?

Michael Blackshear

A job! I’ve been in the insurance industry now for over 31, 32 years. I was finishing my last year of college and I was a finance major. And I needed a job. Mm-hmm. Well, I was told by my father that he was literally cutting me off right outta college. And so I had to find a job that paid my bills, you know, put a roof over my head, food on the table, yada, yada, yada. And so in my senior year, there were two job opportunities. It was my first job opportunity as an underwriter for an insurance company, an underwriter, trainee, or, the other job would’ve been working for a trader as, and I think at the time, the company, which is no longer in existence was Bear Stearns.

And what I loved about, I always believe about developing a foundation and leveraging that foundation throughout your career. And with this job, it was a one-year training program where they took you through the entire process. So underwriting process from learning about the underwriter, loss control, and actuarial. I had examinations.

It created a great foundation of my understanding of the insurance industry. And after that, and I think I was there for close to a year and a half and I think I was living upstate New York. I left because I was tired of living in upstate New York. It was nothing to do. I eventually left that company name was Continental Insurance, which is now part of CNA.

I became an insurance broker. Which I find very exciting cuz I left upstate New York. Um, favorite pastime we were cow tipping. And I don’t wanna, I don’t wanna share that with the audience because, you know, they’ll think a little bit different than me after they hear what we did with these innocent cows.

But I left upstate New York and I went back home. I’m originally from New York City, born and raised in Brooklyn, and I had an opportunity to work for an insurance brokerage firm called Alexander & Alexander. And I was a casualty broker, so I stayed in the insurance industry. The interesting thing about the insurance industry many years later that I found out is that insurance impacts the world economy.

It makes things go, it helps individuals build wealth. It helps protect wealth, but it is involved in everything that we do. And it took me a while to truly understand that and to make my career in insurance. And so I was a casualty broker for a few years. I went to get my MBA in insurance.

Nichole Pitts

You were committed.

Michael Blackshear

Yeah, yeah, yeah. Or sadistic. Um, and so I got my MBA in insurance, and I was greatly influenced by my father. Although I never practiced. He said, having that law degree with your business background coupled together would make you a very dynamic business professional with those sort of skill sets.

So when I was done with my business degree, I actually went to law school. I started at night, No, actually I started during the day my first year and I hated it. And I really contemplated whether or not I was gonna continue mm-hmm. . And after the first year, I got a call from the company I left, It was the same brokerage firm that I left and I said, “Hey, look guys, I’m, I want to try this out. I wanna see if I can do it full-time for a year.” And they called me back and I said, “Well, you know, I’m not that really interested in coming back as a broker.” And they said, “Well, this will be an exciting role.” And I said, “Oh, okay, well, tell me about it.” And the role was serving as Chief of Staff of the Chairman.

I said, Wow. Well, who is the chairman? And the time of Frank Zarb. Frank Zarb was the chairman, I think Smith Barneys, Travelers and he was the Energy Czar for the Ford administration. Mm-hmm. Gerald Ford, former president. So I interviewed for the role, got the job, tripled my income from the year prior and it was a great experience.

And one thing that I did, which I’m glad I did, is that I got a guarantee that they would be supportive, not necessarily financially, but supportive of me continuing with my law degree at night. And so I transferred from the day to the evening. I did that and after a year and everything was going great, I was working with Frank, understanding the business of a retail broker.

I was understanding the process of sales, the understanding of distribution, understanding how the business works. I remember Frank calling me into his office saying, “Mike, I got bad news.” I said, “What was the bad news?” “We’ve been bought.” And I tell this story because it’s an interesting story.

And I said, “Okay, well, who bought us?” And it was Aon. At the time, the chairman of Aon was Pat Ryan. This was almost 20 years ago. And I say that because that’s who I work for today. So I helped in the transition of Alexander & Alexander being acquired by Aon Corporation.

After the integration, they had a couple of potential roles for me internally, and I said, Yeah, I wanna do something different. So I left after the acquisition. I was almost finished with law school, finished up law school, and I decided to become a management consultant and I worked for PWC, KPMG.

And in those roles, most of my clients were financial service companies, whether or not they were insurers, re-insurers, brokers, and most of these entities had global distribution, which was great. I spent a lot of time traveling overseas, understanding the insurance marketplace from different perspectives, most of what I did were risk assessments, but looking at ways that they could improve their operations.

It was exciting. I had a ball. Did that for close to a decade, both companies. I remember this meeting. I was a director if I recall at KPMG. And so I was on the verge of becoming a principal partner. And all I needed was one more assignment to put me over to make the business case to be let into the partnership or becoming a principal.

If you didn’t have a CPA, you were a principal. And I had this engagement. And I remember I was dealing with the General Counsel / Chief Compliance Officer, and I put together this plan of action.

I love solving problems. That’s another thing that I realized as a compliance officer, ethics officer, you look at problems and you find ways to solve them. And she said, “Michael, this is great, and, but I have a question for you.” And I was always prepared for any questions that was thrown at me.

She said, “Have you ever been in my shoes? Where you are on the receiving end and a consultant comes in and they give you this proposal and they leave and suppose it doesn’t work out. What do you do?” I answered the question honestly. I’ve never been a Compliance Officer. Never been a Chief Compliance Officer. Never had the role and responsibility of trying to solve problems internally. Never had the responsibilities of, if it didn’t work out, finding a creative way to make it work out. And I said, “No”. I didn’t get the gig, but it told me that I had to leave, meaning that I had to pursue something else to develop broader skill sets.

So I left KPMG, went into Marsh McLennan Companies, which is a large retail broker as the Regional Compliance Officer of Marsh McLennan’s southern region. And through that time I did government affairs. And government affairs was just building a better relationship with our regulators. Insurance is regulated on a state level, particularly in the US because of the nature of the product, and how it’s distributed and sold.

Then there was an opportunity that was presented to me to become the Chief ComplianceOfficer for the North America operations for ACE insurance company. I took it. Within two years of being the North American Chief Compliance Officer, we acquired Chubb and we had one year to integrate the functionalities. And I was responsible of integrating ACE’s compliance function for North America along with Chubb’s compliance function for North America. That was challenging. There were things that I think I did well.

There were things that I know I didn’t do well. After that integration. I was reappointed as the Chief Compliance Officer for Chubb, and the reason why I was surprised, was because ACE was a small property casualty company, and Chubb was this big company. Chubb had this brand name globally, and you had this small company acquiring this large organization and absorbing the name.

And so Chubb for those listeners, not familiar with Chubb, Chubb is considered the largest property casualty insurance company in the world. And their North America operation is their largest operations. And it was great. Had a great time. And then someone knocked on my door.

It was Ryan Specialty. I said, What’s Ryan Specialty? And I was curious. Because in my research I found out that Ryan Specialty’s chairman was Pat Ryan.

Pat Ryan is the same person I met 20 years ago when Aon was acquiring A&A. And I always respected and admired who Pat Ryan is. His understanding of the insurance industry, his compassion when it comes to people. And so it was something that I knew I had to have a dialogue and discussion with him.

We had that discussion and at the time I was living in the New Jersey, New York area and I decided to leave Chubb after six years, and it was always six years. I don’t know why six years. I have like this bug every six years I’m probably gonna do something. I’m comfortable now and I’m hoping that I, you know, this is the last step of my career because ultimately there’s so many different things that I’m allowed to do.

One of the things I always think is important, and I realize as part of my career journey is that none of us are one dimensional. We have different skill sets of different things that we do. There’s certain things that we have passion for. Yeah. So I ran with the opportunity to become Ryan Specialty Chief Compliance Officer.

But then within two years, we went public. It was a privately held organization. We went public. Been with the company now for three years, four months, I’m not counting. And I know we’re gonna probably talk about DNI because now I have a dual role. I have two responsibilities.

Three months ago, not only am I responsible as a senior compliance officer for Ryan Specialty, but I lead Ryan Specialty when it comes to diversity, equity, inclusion. And the vision is a newly creative function that I have oversight for. Reporting to Pat, but also having reporting obligations to the board of directors.

And the vision is how do we develop a more inclusive environment. Not only at Ryan Specialty, but also partner with different industry and trading partners that we work with on a regular basis. But how do we impact the communities that we live and work in? And when I decided to lean forward because that’s what I did I realized that this is going to be a huge task.

I realize that there will be times where we’ll have successes, but I also realize there will be times where we will stumble and fall. And I’m okay with that, and I believe my leadership is okay with that. And we’re taking baby steps to try to improve the lives of all.

Nichole Pitts

Yeah. What’s interesting is that I’ve always felt like ethics and compliance and DEI pair so well. There’s so much overlap, especially in how you approach it. How did you end up bringing DEI into your function?

Michael Blackshear

I consider myself a unicorn and I think that there’s very few people, there are some, cuz I did some research that serve as compliance officers, but also have oversight for DNI.

I don’t think that there are that many people that are out there. Typically what I have seen is that you may have individuals that may come from the HR track and have taken over DNI and it’s, it’s part of the HR track. I’m a black man in this industry and I’ve been in this industry for 30 years.

I chuckled because it took me a journey to realize that if I don’t do it, who will? But let me lemme give some data in our industry. Been in this industry for close to 31 years, and when you look at the national labor statistics, we have 3 million people in this industry. And out of the 3 million people, in different functions, different roles, middle management, leadership, board directors, our industry is 80% That data, those statistics at least for the last three decades, that number percentage-wise has fluctuated from 78, 79, 80 mm-hmm. and as anyone to do their homework. And they’ll see the data. When it comes to gender diversity that has evolved and that has improved where there has been equality that has grown through the decades.

And so within the insurance industry, there has been an improvement when it comes to gender diversity, but when it comes to ethnicity, where you know of participants in this industry and different levels, we have anywhere between, say, 10 to 12% African American, maybe eight, 9% Hispanic, then you have a lower percentage when it comes to Asian Americans.

Um, that has been my world, That has been my industry. There are times when I walk into different rooms and different meetings and different conferences, and sometimes, um, I don’t see my reflection. I’ve gotten used to that. I’ve gotten used to that. And through my career, I try to do things behind the scenes where I pay it forward.

I try to influence, I try to make an impact. And although it wasn’t my job description, it was who I was. Yeah. I have a servant-leader mentality and understanding the dynamics of my industry. If there was a way, if I was in the room, I tried to influence that. Just who I am, that’s who I am.

Nichole Pitts

You’re pretty passionate about giving back and opening up doors for others. Especially youth. And I wanted to see if you could share with us some of the initiatives that you have participated in, like with Fisk.

Michael Blackshear

Yes. So after George Floyd, our organization got together and created a council.

And this council really looked at different things, the ways that we can evolve and engage and one of the discussions that we had with Pat is, how can we do something that’s not checking the box? How can we do something where we are impacting other lives? How can we do something, where we are developing a diverse pipeline for our industry because we, wanna change the data and statistics?

And so what we looked around, and I think if you look at some of the HBCU (Historically Black Colleges & Universities) schools, I don’t think any of ’em had an accredited program when it comes to insurance. Howard University used to but that was integrated into the business program. And so we started looking at HBCUs. Looked at Fisk.

Built a great relationship with their leadership. And we are funding an insurance institute where we are educating, teaching, developing awareness of students of color about insurance. We started two years ago. We had the first class, we got some of interns. The goal is to develop a pipeline to bring in diverse talent into this industry. The other goal is that once they get here, how do we grow them? How do we mentor them? How do we make sure that they hopefully stay to become leaders? It has always been my passion and desire that hopefully when I, retire, that I look around and I see different people that are C-suite executives.

I look at the board of directors. I see a sea of diversity of different colors, of different ethnicities, having diversity across the board, leadership, and management. But you gotta start somewhere. Yeah. And one of the issues is that there are times that in the insurance industry it’s sometimes the friends and family where they are brought into the industry but if we have very few people of color that are in the industry to bring them their friends and family, then those dynamics are not gonna change. You have to be deliberate. You have to be focused. And so what I’m hoping to do and what we’re hoping to do, because you can’t do this alone, you know, this is a community effort, is looking at building what we’re doing at Fisk and hopefully scaling that up so that you develop different pipelines of interest coming in this industry.

And hopefully, in the next decade, we’ve gotten people that understand insurance, understand that there are opportunities in insurance and that you can be successful in this industry.

Nichole Pitts

And hopefully that the next generation, when they walk into the room, they are able to see more people that are like them in leadership roles. Are you planning to expand outside of Fisk and partner with other schools or do you know if there’s other organizations that are looking to do the same thing?

Michael Blackshear

Um, you know, I would love to. I wanna give a shout-out to my brother-in-arms, Patrick Phillips. He is the CEO of the Rise Foundation.

I call him my brother from another mother. When I first met him, I realized I was looking at my twin. He is leading the efforts doing this foundation to help develop and impact not only college students, but through the Rise Foundation, they are impacting high school students in Chicago.

We’ve actually targeted a high school in Detroit. I’m a big-picture person and I believe Pat is too, Patrick Phillips. And the vision is how do you scale this? How do you develop a mechanism where you can tap those sort of students throughout the country that will get interested in insurance? But then develop relationships with different organizations that will help develop and pull in these students.

Creating these pipelines is one thing, but then finding ways to include them in the fabric and the culture of the organization is another. And so we’re still working on that, but answer your question. Yes. I believe this is all scalable. And, I’m excited that, um, what Rise is doing, I’m excited about Rise’s leadership.

Nichole Pitts

Well, that sounds really inspiring and amazing so I’m gonna have to look up Mr. Patrick Phillips. Getting more into DEI, what do you feel are the key challenges around DEI in the insurance industry?

Michael Blackshear

Um, change. When I look at DNI it’s changing everyone’s mindset of can we do this differently but still do it better? And when you think of mostly the insurance industry and some of the organizations, there are for-profit entities and it’s trying to infuse and operationalize DNI within the culture of the organization.

It’s changing mindsets that maybe there might be talent out there that might be different from what you’re used to, but giving them the opportunity to see that talent, to tap that talent. To incorporate it within the organization. And so I think with DNI, and once again, I’m not an expert, I just happen to fall into this because I saw an opportunity where I felt that I can push not only for our company but for the industry.

But it goes back to your question when you’re coupling DNI and ethics, I’m taking the same strategies that I took in developing the three lines of defense when it comes to compliance. Mm-hmm. Operationalizing key compliance standards and KPIs. I’m taking the same approach. Um, the same approach of what are those key standards and key performance indicators when it comes to DNI and how do I take those baby steps to operationalize and subtly change the culture?

And I’ll give an example. Let’s talk about interviewing candidates that are in management or senior-level roles. Have you identified a diverse slate? And if you haven’t, why not? When you’re looking at vendors that can provide services, have you identified a diverse slate of organizations that can provide those services?

If not, why not? And so there’s small things that could be done that can help change the organization. And also let’s talk about the board of directors, the governance structure, particularly for publicly traded companies. There’s guidance out there that requires in certain jurisdictions to make sure that you have a diverse board of directors.

But let’s say that that doesn’t govern you. And so the question is, do you have a diverse board of directors? That will give you different ideas, different experiences that will challenge it. If not, why not? It’s changing the mindset. It’s changing the thought process, and data reflects with diverse organization, diverse boards most organizations are much more profitable, much more successful, and it creates an environment that people want to work for. And so it’s a journey. But to answer your question, I truly believe is changing the mindsets. That is gonna be the biggest challenge and slowly changing the culture. Most people are resistant to change.

Nichole Pitts

That is so true. But you are right. The data shows that when people feel included and that they belong, they show up for work, there’s less time off, so the company is not paying extra on sick days, there’s less attrition.

And then you also just get better diversity of thought because people want to actually share and feel like their ideas are actually being heard. Now you talked about these challenges. From a high level, just generally, what are some of the initiatives that you feel like an insurance company needs to focus on with implementing DEI into their organization?

Michael Blackshear

Good question. That’s a very good question. I can’t speak of other organizations. I can kind of probably tell you what I’m thinking about. The first thing I realized was that I needed help and I sought out someone to join my team that has over 20 years of experience when it comes to primarily talent management, DNI, but developing the various parts of a DNI program.was 

Because there are things that I don’t know and I realize I don’t know them, and I need someone that I think I can partner with me so that we can develop that strategic plan. One of the things I learned as a management consultant is 80% of your time is developing that strategy, and 20% is the execution.

Um, and so the first step was identifying those individuals that I can partner with that will heighten my game, Ryan’s game, so that we can better understand and develop of what are those areas that we did to focus on. And what are those key performance indicators? Let me take one step back about a challenge.

The one thing and challenge that I’ve seen based on data and what I’ve seen doing an internal focus is inclusion. And what I mean by inclusion is that once you get the talent in, how do you keep ’em? How do you make them feel that they’re included? There’s this saying that I learned and I thought it was great, and I’m gonna repeat it.

I don’t know who said it, but it’s like being invited to the dance, invited to the party, and ask you to dance. You’re standing around, Hey, look, I’m here, but no one comes up and ask you to dance. And. What we’re finding is that if we don’t find mechanism and controls to deal with the inclusion piece, we may be able to get the talent in, but they eventually leave because they don’t feel like they’re part, they’re not part of the journey, part of the growth of the organization.

Yeah. So as part of my vision board on what I’m trying to create at Ryan, it starts with one of the components of the employee life cycle, the hiring, the promotion, the growth, the training, the education, the mentoring, the sponsoring. That’s a huge component when it comes to DNI. And my assumption is that that’s across the board and the idea is how do you develop critical metrics to measure success.

We’re still in the process of doing that, but that will probably be one of the huge focus is the employee life cycle and all the components of the employee’s journey throughout the organization. We also have to have a mechanism of operationalized once we develop those key standards so that those standards are applied consistently throughout the organization.

We’ve looked at business resource groups. We currently have one. The ideas is there a need for others? And then also looking at how we can develop relationships in our communities in which we’re working and living. But also more importantly the industry. We can’t do this alone.

There are other organizations, whether or not they’re insurance carriers, retail brokers that we could partner with, where we can align our time, our resources, our energy to hopefully create something that is not singular focused. It’s not internal facing, but it’s something that can impact the entire industry.

There’s a saying that I like sharing is that, a rising tide lifts all ships, and I truly believe that’s with DNI, particularly within the insurance industry.

Nichole Pitts

Those are all really good points. And even with business resource groups, I love business resource groups in the fact that I feel like they give you such rich data, but also that that’s where people feel like they can actually be asked to dance.

I love using business resource groups with risk assessments when you’re trying to get feedback on new policies or initiatives or messaging. Just getting feedback across all demographics in your organization I think is just so key. And it also helps with your KPIs and understanding how do you measure what success is.

And there’s so much translation between ethics and DEI as far as KPIs that it really pairs well, so there’s so much synergy there. Now, speaking of ethics and DEI. How would you define ethics and DEI together? What does that mean to you?

Michael Blackshear

Oh, I…that’s a… You give me so many good questions. Um, well, let me tackle the definition in a different way. Let me, when I think of ethics when I think of DNI, I think of an organization’s culture. I think of an organization’s value statement. I think about what this organization stands for. Mm-hmm. . And I think at the end of the day, when you are building and enhancing and improving a person’s culture, you are improving the lives of all employees within an organization.

And if you have a very strong and positive ethics, you have a very strong and positive understanding that you want to improve the impact of diversifying your organization, developing equality for all within the fabric of your institution. But you’re ensuring that those organizations that may come from diverse backgrounds are included.

They feel included. They feel that their voices are being heard and they are valued. And so, if I had to couple ethics in DNI and try to define it, it goes back to an organization’s culture. It goes back to their value statement. Who are they, what’s important to them, and what’s important to their employees, their shareholders, and the various stakeholders? So I would couple them and define it as their value or values.

Nichole Pitts

That’s a great answer, and looking at how most organizations have a set of core values and then you look at your ethics program and you look at DEI and they’re all so intertwined that it really does get down to culture and values, I think, to really embed into the company’s DNA.

So thinking about ethics and compliance, what do you feel like are some of the key lessons learned with ethics and compliance in the insurance industry?

Michael Blackshear

What are some of the, Repeat the question again. I’m sorry.

Nichole Pitts

What are some of the key lessons learned for ethics and compliance in the insurance industry?

Michael Blackshear

Oh, ethics and compliance, um, within the insurance industry. Mm-hmm. That you can always improve. Just because it was successful today doesn’t mean that it’s gonna be successful tomorrow. When I talk about the compliance function, when I talk about DNI, is that everything is an evergreen process.

You’re always trying to improve controls. The controls that worked last year may have shifted or changed because the organization has changed. And so some of the key lessons is that you always have to be vigilant to ensure that you’re not being complacent and thinking that I’ve created a program, now I can walk away from it.

You always have to constantly improve. I think that’s one of the biggest lessons.

Nichole Pitts

Yeah, that’s a good one. So, building on that, what are some of the innovative ways that you use to engage with your workforce from both an ethics and compliance and also a DEI stance?

Michael Blackshear

You know, that’s a great question because I’ve seen so many people in this space that let’s, I’m putting my DNI hat on the side cuz I just started it. I’m new, but I’m applying the same concepts as a compliance officer. And what I find is that you have to be able to listen critically, listen to everyone, whether or not it is the employees, whether or not it’s your regulators.

You have to listen, you have to engage. You can’t sit back and not understand who your people are that you’re trying to operationalize ethics and compliance, best standards or best practices. So you have to listen. You have to engage. But you have to understand your business. You have to understand your industry.

You have to understand what are the pressures and the challenges. And it’s building relationships. I think of the role of the compliance officer in four buckets. They are a business partner because at the end of the day, you’re working with the business to hopefully make them successful, but do it in an ethical and compliant way. You’re a marketer because at times you have to educate.

Whether or not it’s regulators, whether or not it’s internal staff, but market them on the importance of actually having compliant infrastructure. They’re also in an influencer. Um, and you are influencing people because they’re nine outta 10 times the weakness in controls are not necessarily weakness in controls in the second line of defense is always in the first line. And so you have to find ways to improve and influence people to do the right thing. And the fourth bucket is your behavior psychologist. Understanding people. I look at people as the greatest assets of an organization, but also their greatest risk.

So you have to understand people, you have to engage them, you have to talk to them. You can’t be standoffish. And so when I look at those four buckets, I applied to probably DNI as well because we’re talking about people. And we talk about why people do certain things and why they don’t do different things.

And so it is probably those four buckets that I use even to this day. That you gotta be engaged. You have to listen, you have to interact. This is a hands-on approach or hands-on role where you’re rolling up your sleeve and you’re engaging, you’re engaging all of your stakeholders. and it’s exciting because, you know, you get to, you get to meet so many different people.

Nichole Pitts

Yeah, that’s a good answer. Yeah, and I completely agree about engaging. You do such a great job with that. And I think the more people that know you, it puts a face to the program so it’s not just some policies that are out there, but people feel like they can at least come up and ask for clarification or even challenge some of the processes if they feel like it doesn’t really work for what their role is. So it’s always good to have that dialogue, exchange of communication.

Michael Blackshear

This is what I’ve always felt is that as a compliance officer, people are fearful of coming to you because they say, Well, I’m gonna get beat up by the compliance officer. So I gotta create an environment. I have to create a culture that there’s not a fear of coming to me.

I’ve developed that partnership that, you know, that if you come to me, we’ll work together to resolve this problem. I’m also a problem solver. The risk that occurs is that the fear of someone not raising a hand, and I’ve made a mistake, or I’ve done something I shouldn’t have done, and I need help. And what I’ve seen in my career are those people who are fearful of approaching the compliance officer and rather, you know, cover it up and that’s when it gets worse.

And so I gotta develop a culture, I gotta build that rapport that an individual is willing and able to come to me, connect with me so that we can work together to solve this problem together. Yeah, so that goes back to being a business partner and realizing that we’re one team. We gotta do this right. Yeah. But if we don’t do it right, we gotta solve the problem together collectively.

Nichole Pitts

That is so true. So rapid-fire questions. If you could be remembered for one thing, what would it be?

Michael Blackshear

That I made a person’s life a little bit better than it was the day before.

Nichole Pitts

Love that. If you could go back and give your 18-year-old self a piece of advice, what would that be?

Michael Blackshear

All right. This is being recorded, so I’ll say something kosher. Um, I would say to my 18-year-old self, do not be fearful of failing because it’s your failures that you learn the most from.

Nichole Pitts

And if you look over your career, what is the key lesson that you feel like you’ve learned?

Michael Blackshear

Empathy and being kind. You don’t know what the person is going through. We all make assumptions, and if we show a little bit of kindness and empathy, it goes a long way.

Nichole Pitts

I like that. If you could have coffee with anyone living or deceased, who would that be?

Michael Blackshear

My father. My father was my biggest role model. My father was my best friend. He was actually the best man in my wedding. My right-hand man. I miss him every day. And if I can have the opportunity to bring him back, I would love to bring him back and we could talk about the things and joke about the things and maybe have a glass of Johnny Walker Blue, which was his favorite.

Nichole Pitts

Oh, I love that. What’s an insult that you received that you’re proud of?

Michael Blackshear

I don’t know if I’m proud of it, but it’s who I am. Man. That’s a good one. I actually, I had one in my mind what insult that I am proud of. I want to use the word micromanager, but that wasn’t the word that was used but I interpreted as a little bit being overbearing, and I’ve heard that constantly. And I’m okay with the insult because of who I am and how I tackle problems.

Sometimes I could be too intense for certain people, and I’ve realized that in personal relationships and professional relationships. I’m the type of person when there’s a problem, I don’t run away. I run towards it and I tackle it, and I don’t stop. I’m intense. And I realize sometimes that intensity pushes people away. I don’t wanna stop who I am because that’s what may me successful, but I also have to couple that with empathy and understanding who I’m dealing with and maybe manage who I am to help the situation doesn’t stop and change who I am.

I think we all grow. But I think the insult was that I was too much. I don’t know what it was, but it was interesting. But I realized, I’m comfortable in my skin. I know who I am, and either you accept me or don’t. I have to really understand who I’m dealing with and manage the approach that I take. But I would say probably overbearing and intense.

Nichole Pitts

Well, that’s great insight though, as far as understanding who you’re dealing with and then managing to that particular person. So that makes a lot of sense. Um, what’s your biggest failure and how did that experience shape who you are today?

Michael Blackshear

Yeah. You know, you come up with these very tough questions. My biggest failure, it goes back to a lesson that I learned and it’s having more empathy. Sometimes we all make assumptions. Probably it’s more of a personal relationship. And I probably could have had better empathy. And so every situation and I go in, um, no matter how the person reacts towards me I pause and I listen.

I listen to what the person is saying, but I also listen to what the person is not saying. And so I would say not having empathy for an individual when I should have had more empathy, but that lesson taught me to manage my emotional intelligence no matter how challenging situation is.

Pause, stop, listen, and don’t react. Take it all in. Mm-hmm. it’s like a breeze. Take it all in. There might be a tidal wave. Just stand still. Let it pass you, but understand what’s happening. And so it’s the ability to have better empathy for all those that are in your life. I think it’s critically important.

Nichole Pitts

I love that. Now, an easy question. What’s your favorite movie?

Michael Blackshear

I have several. I would say the Matrix trilogy.

Nichole Pitts

Really? Why?

Michael Blackshear

I think the concept of this whole machine world and reality. I love the action. It’s hard to pick one because I love so many, but I was also say the Star Wars trilogies or the series. I’m a big buff on that. I don’t know. There’s so many out there, but I like adventure. I love fantasy movies. And so those are the ones that really come to mind. There are probably some classics that I like, but if I had to think of a movie today. Those would be some of the movies. Cuz sometimes I will re-watch them like late at night. Just, you know, binge.

Nichole Pitts

That’s me, Star Wars. I love it. . So what self-care routine keeps you productive and happy?

Michael Blackshear

Meditation. Learning how to say no. Cutting off my phone. I do biking. I have a bad habit. I love cigars now. So I joined a cigar lounge up in Chicago. That’s relaxing for me.  It’s just being able to meditate and have your own space and thoughts so that you can relax which is exciting for me. Yeah. Helps me manage all the things that are happening in my life.

Nichole Pitts

Oh, that’s good. So now, is there a question that I didn’t ask that you wish that I had?

Michael Blackshear

I think you’ve been very thorough in the sort of questions. But actually, one question that came up. What’s my vision board in the next five years when it comes to compliance and DNI?

Nichole Pitts

That’s a good one.

Michael Blackshear

Yeah, Yeah, yeah.

Nichole Pitts

What is it?

Michael Blackshear

My answer would be better off than where I am today. I don’t know what the future’s gonna hold sometimes you can’t change it. You can’t influence it. You just have to be prepared to deal with it. And what I’m hoping is that within the next five years, hopefully, if I have a solid strategy, that we’re more better off than we are today.

We’ve made improvements, we’ve evolved, we’ve grown, we’ve had successes. We’re also gonna have failures. But I think the failures are important because we learn from that. When you have failures, those are the things that you don’t forget because they’re painful.

Um, and so going back to when you asked me my greatest failure, it’s like not having empathy at the right moment, at the right time for the person that was in your life. And you learn from that. You remember that and you try not to repeat those mistakes.

Nichole Pitts

Yeah. So with this vision board, I know you were talking about, you’re at the beginning of your journey with, uh DEI, but looking at your key metrics and how you’re going to measure success and looking through the five years, it’s coming up with the metrics that you’re going to use in order to be able to show progress or maybe even some failures, but where you learn from that to move forward.

Michael Blackshear

Is that a question or a statement?

Nichole Pitts

It’s kind of both. I mean, you said before that you were figuring out the KPIs for DEI.

Michael Blackshear

So a couple of comments on that. Although it’s a new function. At Ryan, we have been focusing on DNI, but not as intense that we’re trying to do now. Mm-hmm. Second, my DNI journey has been my journey for the last 30 years in this industry.

I mean, just because I didn’t have the title or role doesn’t mean that I was trying to do the influence. Third, um, yeah, I mean it’s, you know, I want to challenge myself. I want to challenge our leadership. I wanna challenge our board that we have to identify those key metrics. And once we identify those key metrics, key performance indicators, measure it and measure it each year, change ’em each year and say, where have we gone?

What have we done? What have we accomplished? Where have we slipped? And keep us honest. Yeah. It is gonna be some tough conversations. I’ve already had some tough conversations cuz this is not depending on who you are. Um, it’s sensitive issues because it dates back to things in our society, in our lives that were just wrong.

But we can’t change the past. All we can do is remember what that past was, learn from that past and grow from it. But it’s moving forward and when you move forward you are hopefully making progress. You’re making change for the better. So, yeah, it’s gonna be a journey.

It’s gonna be exciting too. Not everything is gloom. I’m excited about it because I get to meet different dynamic people. I’ve already met so many different dynamic people as part of this journey, cuz I, I believe I hired a very dynamic individual that’s gonna be in the trenches with me and building this out.

I’ve met different people in this space such as yourself that, you know, I’m hoping to tap as a resource and hopefully some people won’t turn me down, but I’m hoping to tap as a resource to help me as part of this journey. I see this as kind of a group exercise.

You can’t do this alone. And there’s a lot of things I do not know. I’m not an expert in this area. I’m very passionate. I think I’m focused, I’m determined. And, one of the things I probably didn’t share with, I was an athlete when I was in college. I was an athlete when I was in high school.

Um, I wanna win. And I think most of the people on my team wanna win. Yeah. But I also realize that there are times where we won’t win. But it doesn’t mean that we failed. We learned why we didn’t win, and we adapt and we change and we evolve so that we can continue pushing that winning attitude.

Nichole Pitts

I look at it as failing forward because you should learn from something, and

Michael Blackshear

I’m gonna take that expression, failing forward. Oh, I love that

Nichole Pitts

And I think DEI is just so exciting. I love to get people to be open. Okay. But also to feel safe. And to get comfortable with being uncomfortable because there are so many uncomfortable conversations that you have cuz there’s sensitive topics. But understanding the history of it and where these things have come and talking about it through so many different iterations.

I was having a conversation in my first episode with a storytelling coach and graphics designer, and we talked about Star Wars as an example of looking at the storytelling with the moral compass, which is very ethics and compliance cuz it’s very black and white. You’ve got the Empire and you’ve got the Rebellion, but looking at also maybe Game of Thrones with it being a lot of different moral compasses.

So it’s not just one person’s thought on it, but how do you take in those diverse perspectives? And those are the types of things I just love to have those conversations with, of bringing people to where they’re already at. If they’re on Netflix, if they have favorite movies, it’s kind of breaking that down so they can see it in a world that they already love. So, yeah, I think it’s just an exciting time.

Michael Blackshear

I’m very excited and the reason why I’m very excited is that there was a lot of behind the work done in terms of developing our vision and our strategy on moving forward when it comes to DNI and creating this function.

I have to say that I have individually sat down with every senior executive and a few board members. When it comes to this strategy, everyone’s passionate, everyone believes that we gotta do better. Mm-hmm. , And I’ve not had one person that did not get excited or send me a note congratulating what we’re doing and saying, How can I help?

How can I help you? I’ve also had people outside the company and say, Michael, I’m excited for you. What can I do to help you? And so the excitement of what we’re trying to do is there. And so how do you build upon that excitement? There’s a lot to do. It can be a little bit overwhelming, but it’s exciting at the same time.

Nichole Pitts

Well, thank you so much, Michael, for this great conversation. I thought it was very interesting and I always learn something during our conversations. So thank you again and thank you to the listeners that have tuned into this episode. If you enjoyed this episode, then please go to your favorite podcast streaming platform and give this a great rating. If you didn’t, then don’t worry about it. Just close out, just go about your business. We will see you on the next episode.

 

End of episode.

Episode 6: Using Inclusive Design to Create a More Equitable Society — Podcast Transcript

Speakers: Nichole Pitts (Host) and Sandra Camacho (Guest, Inclusive Design Strategist)

Nichole Pitts

You’ve created, what’s called Inclusive Design Jam, which I am totally fascinated by how do you define inclusive design?

Sandra Camacho

So inclusive design jam. It’s a learning community for people who would like to use and harness the power of inclusive design to create a more just society.

And so if I were to break down, so what exactly does inclusive design mean? I think we have to start first with the word design. Many, many different things can come to mind when you think of the word design. So actually maybe I’ll throw that back to you, Nichole. When you hear design, what comes to mind?

Nichole Pitts

Before I went and read up on it, I’m thinking more from a technical piece you’re designing maybe hardware or some process, and not looking at applying it to everything, but something more tangible.

Sandra Camacho

Yeah. So that’s a really good point. And I think there are many different ways that we can define design.

I think a lot of the times what people tend to think of are kind of a very professional definition of design. So what you described is like industrial design or product design, fashion design graphic design. So these are the sorts of objects, whether they’re digital or physical that we encounter in our day-to-day lives, where someone behind the scenes has brought in a certain level of craft, certain level of expertise into intentionally bringing something to life that we, as people will use.

And I think that kind of gets us closer to the definition of design that I like to use which is pretty broad. It’s basically being able to bring some sort of imagined idea that we have to life, to be able to make that concrete, and to do that with certain intentionality.

When we use that definition of design, it means that anything can be designed. We can be intentional about designing an experience. So for instance, our conversation is something that can be designed with intention to structure it in a specific way, have it flow naturally, have the audio sound a certain way.

You can have control over the visuals over the sequencing. All of those are design decisions that you’re making that make it so that whatever you imagine in your mind, becomes something concrete that we live and experience as people. And in that respect when we add inclusive onto it, it’s all about thinking whatever I’m designing, whether it’s a product, a service, an experience, an environment, or physical space. How can we ensure that people across the full range of human diversity can fully access what I’m designing or what I’m building? And that they can fully benefit from it. And this is where my definition of inclusive design actually even goes beyond just inclusion. I do intentionally bring equity into the fold as well.

So it’s like whatever I’m building, how can I ensure that not only as many people as possible can use, access, and benefit from the solution? But also how can I be intentionally breaking down barriers to access? So anticipating ways that my solution may not be able to be accessed by especially the most marginalized groups in society and how can I make specific design decisions so that exclusion doesn’t happen?

If I were to wrap it up with a bow, it’s an approach. It’s a mindset. It’s a practice that ensures that everyone, regardless of their identity or background can fully access and benefit from product services and environments that we built.

What this means is that you don’t have to be a designer on paper to be able to practice inclusive design. We can all be much more intentional about how we make decisions, how we bring solutions to life to ensure that they are inclusive and other equitable.

Nichole Pitts

So what are the benefits of inclusive design? Both for us personally, and as a society?

Sandra Camacho

Yeah, to me, if we practice inclusive design in our everyday lives, we’re contributing toward driving change in society. I mean, if you are an architect and you’re creating plans for a new building, and you’re thinking about inclusivity from the very start. So it’s not something that maybe is enforced on you by the rules and regulations of your industry or of the project you’re on. But it’s something that inside of you, it’s an important value for you to integrate inclusivity and equity in whatever you do in the world and in what you build to me, like if we were to amplify that and multiply that across all professions in the world and across even our day to day experiences I think that we would get, I mean, I’m not trying to be an idealist here, but I think we could get to a world or a society where are cultivating belonging through not just culture and organizations and where we see DEI traditionally, but also in the day to day decisions in our practices, in our interactions with other people.

So to me, you can design a conversation. Like how can I be much more inclusive if I’m gonna be on a podcast with Nichole? How can I ensure that I make this experience as inclusive as possible? What are the ways that I will do that? It’s that level of intentionality behind it that you’re really being thoughtful.

You’re experimenting with different kind of iterations of your idea. You’re prototyping them. So you may be bringing them to life in different ways, testing them and see what actually has an impact on people. And so to me, I feel like the benefits are that you’re gonna be much more innovative, um, whether it’s in your personal life or in the workplace, you’re going to be building products that can extend to a larger group of people in the world.

They’re gonna be able to serve many more use cases you’re able to address many more needs because you are bringing in those perspectives into your design process. So instead of saying like, how can I design for the majority of people or for the average user for the default user? And we know that maybe some of us don’t know this, but what’s problematic about the traditional way or the typical way that people design is that they’re designing for this average user that actually embodies certain sorts of identities that are dominant in society.

And by this, I mean I’m designing a microphone that someone is going to use. And so if I’m a designer that belongs to majority groups, so I might be able-bodied, I might be neurotypical, might be a white man of a certain stature.

Um, I’m not necessarily by default because my design training may not have educated me in this way to be thinking of what are the potential barriers of access to using this product, or what are the potential needs that may not be served if I were to only design for people who look like me and who have the same level of ability or same life experiences and that’s kind of what’s happening today.

So for instance, what about the person who may be deaf? What about someone who maybe an amputee and can actually move the mic around with their hands? This is where the goal is to challenge people to reconsider what does it mean to design for the average user? How could we expand the definition of average user to actually be reflective of like I mentioned earlier, this full range of human diversity? So across ability, neurodiversity, gender, identity, sexual orientation, age, race, ethnicity, language, et cetera, et cetera.

How can we start to bring those internal intersectional perspectives into the design process so that we are not just creating products and services and again, solutions as a whole that cater to the most privileged people in society? And that unfortunately end up being exclusive by design.

Nichole Pitts

I really like what you’ve said about ensuring that you are not exclusive towards and having your ideal client fit into these certain majority buckets, but that you’re looking at expanding the offering. So for that, how do you measure the effectiveness and impact of that inclusive design to show that this actually brings benefit to the organization versus what they were doing before?

Sandra Camacho

Yeah, and I think this is always the hardest part and I mean, a lot of companies that are leaning into inclusive design. You see this in especially large tech companies, mostly in the US, and in conversations with lots of practitioners who are doing this work in-house, they find that it is most challenging to get proof points, to be able to prove that for instance, if we were to do research with a more diversified group of people who represent, many different identities and lived experiences, how can we prove that doing research with those individuals leads to a better product?

And when I say a better product, it means a product that solves people’s problems more effectively because they’ve been able to anticipate the potential barriers that people may face. And they’re able to problem-solve that before the product goes to market. Another aspect is thinking about potential harm that a product can generate.

So there are products that actually hurt people and we can think of harm under many different lenses. So we have not just physical harm, but emotional harm, psychological harm. And when you have products and even all of the imagery associated with products. So thinking for instance of marketing campaigns, messaging, when you have products that are exclusionary. So meaning that you can sense that they’re not made for you, or you literally cannot access them because of your identity that leads you to lose customers that leads you to create a lot of frustration amongst your customers who are then going to, as we see more and more today, vocalize that frustration.

There’s a lot of risk involved in keeping the status quo because people are now being much more forthcoming about the fact that marketing imagery is racist that, artificial intelligence that powers facial recognition algorithms are actually amplifying racial profiling.

So for instance, people are getting denied access to mortgages because they are Black. Or they’re getting denied access to certain healthcare programs because the algorithm has amplified racial bias again because they’re Black. And so when you start to see these patterns of, for instance, racial bias, gender bias, ableism, homophobia.

We start to see that all these patterns that emerge in society get embedded and amplified in products and services that we build. And so to me, the benefits are, you’re not just serving many more people. You’re not just making better products, but you’re also reducing the potential risk to your business of having incredible PR backlash and also of not serving your customers. So you’re risking losing a big chunk of your customers. And when we think of demographic changes all around the world, especially in the US where it’s gonna be a minority-majority country, is it 2050? We see that this is gonna actually make a big dent to your business.

If you’re making products that are racist or that are oppressive, and exclusive. And I think a lot of the times, it’s just we aren’t aware of it. Especially if you’re part of a dominant group, or multiple dominant groups, you’re not aware of the fact that actually, people can’t access a certain product or that they’re being harmed.

They’re being, maybe stereotypes are being perpetuated or their voices aren’t being heard. And so the product just doesn’t fulfill their needs and there’s nothing else on the market that can support them. And so I can give some concrete examples, but yeah, I would like to have some examples.

Nichole Pitts

Yeah. I think, I mean, you’re increasing market share. I would think that one of the major benefits is it gives you a competitive advantage to increase market share because you’re increasing the number of consumers that want to buy your product or service because it works for them. They have a benefit there. but I would love some concrete examples of what you were just talking about.

Sandra Camacho

You see this a lot with retail. I actually, in the inclusive design jam community, like I run an introductory session.

So I call it an initiation jam where we start to explore a product that was designed to be more inclusive and all of the ways that inclusion can even go wrong in trying to be more inclusive. And this particular example was for a line of shoes, basically that Nike created back in the day and their source of inspiration was a young teenage boy with cerebral palsy who had sent the letter to Nike’s CEO at the time saying that out of all the challenges in his life, the one that he hasn’t been able to solve is tying his shoes. And so already it shows us that shoes with laces by default are exclusive because if you have any sort of condition that affects your ability to use your hands, or if maybe you’re old and you can’t bend down anymore, or perhaps you may actually be an amputee, at the level of your arms or at the level of your feet, you may not even have shoes that fit your bionic leg.

For instance, brand foot. All of these are examples of the fact that shoe by default is created for people who have two feet and two arms and who have full control of their body. And so this is where, what Nike did is that they, you know, working partnership with disability community to create a more inclusive shoe.

It was a shoe called the FlyEase shoes that came out back in 2015 that were basically meant to be easier to go in and out of. So they created a mechanism so that you don’t have to use kind of, you still have to tie laces but you could easily kind of slip in and slip. And eventually, like, I think two years ago, or a year and a half ago, they released a new line where they got rid of laces together where the shoe itself operates off of a hinge.

They have all this kind of advanced technology that allows for people, anyone really at this point to not even have to bend down, to get into your shoes, you just put your foot in, everything is held into place. You can easily slip it out. There’s really very little effort involved.

And the problem with this approach, you would assume that on paper, like, wow, we’re actually going from a traditional shoe that was designed for the default majority to a more inclusive shoe that allows any athletes of all levels of ability to slip in and out of the shoe, to not have to face the issue that this teenage boy was explaining of I can’t even get in and out of shoes easily. But the problem was that all of the marketing around it was very exclusive and exclusionary. And so in the imagery, you only see very young, attractive people you only have one person, with a disability, who is featured in any of the product imagery.

The price point was really high. It was 120 euros. There was so much demand for the product because they didn’t think ahead of time of supply issues that the people who needed those shoes, the most weren’t able to actually access the product because it ended up on reseller sites at over $700.

Um, yeah. And all of the marketing copy that they use, we’re focusing on the fact that this was a product that was for all athletes, that everyone benefits and they completely erased the disabled community who in the first kind of iteration of the product was an essential kind of, they were the inspiration, for creating the product line and this time disability was not even mentioned at all.

And so we see that there’s actually a lot of potential. There’s a lot of room to do good with inclusive design to make a product that people can use. But in this case, like actually you have to be thinking not just about how do we serve the needs or in this case of people who are disabled, but how can we also ensure that those who need the product that most can access it?

How can we be thinking about breaking down those barriers of access to our product? They didn’t do any of that with this product. So that’s just kind of a concrete example to put it into context. That even things that we use on a day-to-day basis, like our phones, computers, clothes, footwear and environment that we could go into.

It’s usually designed with a default person in mind. And that person tends to be a white man who is cisgender heterosexual, able-bodied neurotypical. A lot of this is unheard and unseen. And so the goal of inclusive design is like, how can we start to bring the bias and the privilege to the floor?

How can we start the question who designs, who do we design for and with, and how do we design, so that we’re not letting these potential kind of ways to create harm and ways to perpetuate bias? We don’t want those to go unchecked. So it’s all about being even more intentional than we are today.

Nichole Pitts

That’s a really great point. And it makes me wonder how inclusive are these companies in having people from those affected communities involved in the whole design process because it’s not that you have to create a sole product that is great for everybody.

But you could have here is this particular product that meets this particular need. And I think about what you were saying with marketing, because was it last month, there was this whole article with Pottery Barn where there, disability line of furniture. And the issue was that they had someone in a typical wheelchair and they were like, well, there’s all these different types.

And it’s for mobility aids. This doesn’t really work. And they talked about the price point, but I’m like all of Pottery Barn’s furniture is expensive. So you expect it to be expensive. But I hadn’t thought about that. You’re looking at this kind of same imagery of someone who has a disability with the same type of wheelchair.

And you’re not thinking about all of the nuances that there is with oh yeah. Disability. And also, a couple of weeks ago, there was this whole thing with Peloton and their tread. And they were pushing out some software to say the new treads are going to have these prompts for those that are visually impaired.

So someone who was visually impaired had bought this treadmill and this software was not on there. And they were saying, I wouldn’t have bought this if you hadn’t marketed that this was available. And so now I have to have somebody that is there to do, like they do with other treadmills, and move the speed and the incline for me.

But it’s the other cues that I wouldn’t have thought about. I never thought about, how do people that are visually impaired exercise on a treadmill. And I found that was something that’s not my lived experience.

And I love those conversations of how do we make things more inclusive to where people can use these products. But also when they see the marketing for this product, they can relate to it to say, oh, that looks like me. They’re solving my problem because it looks like me. It’s almost like the advertising that a lot of personal trainers and gyms use of these really fit people.

And I’ll be like, but that’s not me. he has a little bit more weight on them that shows that they’re here too. And that, I feel like I’m not going to be up here around all these bodybuilders and, you know, and that I belong in these types of communities. So, yeah.

Sandra Camacho

I mean, I love those examples, and especially what’s funny is the Pottery Barn one. We actually, in the community, the inclusive design jam community. We did a jam session on this case study because we wanted to kind of explore it and unpack it.

Cuz I think it’s a really good example again, of companies who want to do more inclusion and who get it wrong. And to go back to your question of how do we get people with lived experience to be part of the process? This is actually one of the key issues, and this is where I’m trying to build bridges between inclusive design, which has multiple names.

We have product inclusion, product equity, there are many different kind of labels that have been applied to the sort of work of building product services, environments that, that are inclusive and equitable. But basically, I’m trying to build bridges between this inclusive design world and diversity equity, and inclusion.

Mm-hmm if we think of even just the design world in general and this surprisingly, this actually reminds me of the conversation we just had about France because the design world is also very elitist and it’s all about okay, what are your accreditations? What school did you go to?

Do you have your degree on paper? There’s already a diversity problem in the design profession. The design profession is very large, everything from architects to fashion designers to interactive designers like there’s all sorts of design that exists in the world, but it does tend to skew towards specific demographics.

And so when you look at representation within design teams and not just design teams, like product teams, marketing teams, just people inside a company outside of HR who are building things and putting them out into the market.

These teams are not necessarily representative of the full range of human diversity and so what happens is that a lot of the DEI work from a talent and a culture perspective tends to be disconnected with the design and product and marketing work that’s happening on the ground.

And so, um, you know in the end of the day, when those product design and marketing teams try to bring inclusion and equity into how they work, they’re not necessarily analyzing what about diversity within our team? What about inclusion within our team? And so to me, this is where there’s an opportunity to really connect DEI work that’s happening from a talent and culture perspective to actual business practices.

So how can we activate DEI principles in marketing work, in design work, and product work? And part of that will means that we need to change how we hire, We need to change, not just hiring for full-time employers, but also our contractors, our partners, our suppliers. We have to also be shifting our practices to think maybe we do user research today.

We tend to default to certain types of people. It’s kind of like with hiring, you don’t have that same level of access to, you know, a larger group of perspectives and identities. And so these principles carry over to the work that design product and marketing teams are doing.

And so to me, it happens on both levels, kind of a culture level. They have to examine the culture within their team. And then they also have to be analyzing and critiquing their practices and figuring out what do we need to revamp and evolve.

And those two have to go hand in hand, you can’t just evolve your methodology without questioning the people and the systems that those people operate in.

Nichole Pitts

So what is the biggest challenge that you see companies face when it comes to inclusive design and DEI?

Sandra Camacho

Uh, the business case. That is to me the biggest challenge. And we’ve talked about this before, Nichole, that to me it’s difficult to accept the fact that for people to want to do DEI or inclusive design, there has to be some sort of business value that’s generated. And why I find this to be such a huge challenge is that it basically says that in order for us to be willing to invest time and resources into creating whether it’s workplaces or products or services that are more inclusive and equitable, we have to yield some sort of financial return from this.

And to me, I find that incredibly disheartening because it’s basically saying that it’s not worth to make people feel seen, heard, valued, and respected unless it brings us more money. And I know that I’m simplifying this quite a bit, but there are a lot of big companies that are doing this work, and kind of the problems that they face is that the senior, senior leaderships need to see proof of impact.

They need to know that well if we invest more resources in diversifying our user research, that we get some sort of benefit out of that. And yes, a social benefit is nice. So serving more people is nice. Decreasing harm is nice. Nice to have is not must have. The must-have is like, well, it needs to drive the business forward in some way.

And I do believe in the power of inclusive design to push innovation forward, to lead to better products and services, to widen the possible use cases that a product and service can serve. But if that is the only reason why you’re wanting to do this work, and if you don’t have clear concrete evidence of that impact, and that means that you won’t do that work anymore, to me, it’s kind of like, why do it in the first place?

Because you’re only in it for business value or business outcome. And I feel that perhaps it’s my idealist and my activist at heart that wants organizations around the world to do better, to embrace ethics, to recognize their role in creating harm in society.

I feel that a lot of the times there’s this lack of recognition of complicity. And that’s what to me is the biggest challenge in this work is, how can we drive and motivate people to do this work because it’s the right thing to do because it’s going to uplift and liberate all of us.

We’re all going to benefit from this work. And it’s not just about putting more money in the pockets of shareholders and senior leaders or executive leaders who aren’t personally affected. Cause they don’t represent many people who face barriers in society. So I think for me, it’s how do you create momentum?

How do you get people to buy into this work and how do you start to detach it to that business case? So that if you aren’t able to have these incredibly concrete proof of impact, and I’m just saying there are studies that exist. There are studies that show that this happens, meaning that there is business value to be retrieved from this work or drawn from this work.

But if, again, for me I want us to move beyond that because otherwise, you’re shooting yourself in the foot. Any work that you’ll do, if you’re going to always be privileging, profit over impact and by impact, I mean social impact or even just impact on the planet. You’re always gonna fall short.

And I think this is a like, um, something that I was inspired by Michelle MiJung Kim, who is a DEI practitioner who wrote a book, The Wake Up. I hope that’s the right title. I’m forgetting it at the moment. But she talked about how the why behind the work can’t be rooted in capitalism.

And I’m just so completely in alignment with that because if the only reason to do inclusive work or DEI work as a whole is to support the system of capitalism and make more money, we’re gonna do more harm in the process. There are a lot of trade-offs that are gonna be made that put money first over people.

Nichole Pitts

Well, I look at it from a business perspective, there’s always a journey. And I saw this with ethics and compliance to where they were like, okay, this is a cost center. Like DEI is a cost center, HR, if you’re not generating revenue, you’re a cost center so you have to justify your budget to the C-suite and the board.

And part of that is that’s where your business case comes in. And I look at it as how do I bring you to the table so that you understand the value of this? And if you don’t have any touchpoints with this, and you think you don’t understand about intersectionality and how do I get you to personalize this and speak your language so that you can really understand what we’re trying to achieve? Sometimes they don’t know this until you get into it. Yeah. And each year, you know, hopefully, I feel like it’s always, in the beginning, you have to have that business case in order to get the funds, but it should be for something that is proactive from them as they go forward, because what you don’t want.

And I think this is summarizing your issue and that biggest challenge is that performative action. To where they say, we’re going to do this and it’s check the box. Just like with George Floyd, we’re going to do X, Y, Z. And then it’s not systemized, it’s not embedded into the company’s DNA.

So, how do you make this to be sustainable, but also effective? And that is, you know, one of my biggest challenges that I see with companies is that when they don’t invest the proper resources, it becomes more of a DIY DEI and that creates more issues. So maybe they try to self-fix it. With whatever limited knowledge they have, or they’ll say, well, we’re gonna hire a DEI director, but we’re not going to give that person any funds to help build out their team or to hire on people can give you those diverse perspectives.

And then you have something like this one elementary school that made all of their bathrooms non-binary and it was like, okay. But what about these other groups? What about religious groups? What about all these other things? And especially as children are going through puberty and all of that, you do need separated bathrooms as well as non-binary.

So it’s, how do we be more inclusive of all perspectives, instead of trying to go to what’s the loudest or what you’re seeing just as this is what we’re hearing about? So we’re gonna change everything to fit this one perspective. And now to fit one, you’ve got complaints from five and by hiring, exactly we’re seeking out even those multiple perspectives cuz you and I have talked about how diverse just DEI practitioners are and how we all come at this from such a different view based upon our lived experience and how we even approach this discussion.

Some are more powerful in how they want to speak and hold that accountability. Some of us are like, let’s try to bring you to the table because we know this is an uncomfortable topic, but I wanted to get you comfortable with asking the questions. It’s just, we all approach it a different way. And I think there’s value in each of those approaches, which is why I feel like companies need to ensure that they rotate out and get a lot of different perspectives because of that lived experience maybe the neurodivergent experience, the disability awareness, LGBTQ, all of these different things, even the visually impaired, or are we speaking from how are our policies written?

Are they at a collegiate level but this is a workforce that the majority is in manufacturing and maybe they have had just a high school education and we’re using very legalese words? That is very hard for people to be able to say, yeah, I don’t know what this is. And it’s a 50-page document.

And I don’t have time to read and digest this and do my job. Tell me what I need to do. So exactly. It’s getting those types of perspectives.

Sandra Camacho

Exactly. Yeah. And I mean, and I get you. You need the business case to bring people to the table, like you said, it’s about meeting them where they are. Like, they care about profitability. They care about reducing costs.

Like I understand all of that. And I’m in full agreement that we can’t just throw that aside and throw it away and say like, run your business completely differently because you know, we know what system or why, when I say we know like I know that companies operate in a system of capitalism and profitability.

It’s a requirement for many, many businesses. I think over time, if we see, hopefully, we’ll see change within representation and leadership in terms of the types of perspectives that are reflected there. And I think that that can also change how businesses are run over time because you have this kind of fresher take on how to run a business.

Yeah. You have that fresher take at a more executive level. And to me, at least like with my mission with the community that I’m running with, the work that I do, like I wanna raise awareness amongst the general public so that I had already referenced all these people who are engaging in critique, who are calling out these big companies for the crap that they’re doing, for the harm that they’re generating, for the exclusivity of their products and services and marketing campaigns. To me, I want there to be more and more and more of that, so that the leadership and even the shareholders start to see that like, Hey, like there’s some tides of change happening amongst consumers.

They’re onto us. As we see with gen Z, gen Z is also, and gen and alpha, I think that’s the name of the new one, the, yeah, the next one, but they’re also the workers of the future. And so if you think of not just brand loyalty and brand perception from like a consumer perspective, but also employer branding in terms of attracting and retaining future generations of talent, like these values are important.

Not to, I don’t wanna generalize not to the entire, you know, generation, but to a larger proportion of these generations compared to previous generations. So as we see, time move forward for me in 10 years and 20 years, and 30 years, like for me, I think that if we can educate as well, the general public, make them aware of what these bigger companies are doing as they get much more mobilized around social and environmental issues.

I think that there’s a lot of pressure can that be placed on these executives and that with the changes in representation, hopefully at the executive level also all the way down to individual contributor level, I think that maybe we’ll start to see some change. Yeah. But I think you have to create that momentum and it starts now, like we can’t just take things for granted and say, business is business. This is how businesses run.

It’ll never change. I feel that, you know, that’s what social movements are for. And sometimes you need to be, like you mentioned, there’s some people that may be a bit more powerful or assertive and, or even aggressive you could say in their approach in calling for change.

And I think there’s obviously room for all sorts of voices in this. Yeah. But I do think that for the most part, yeah, we need to not be acquiescing.

Nichole Pitts

I love that cuz challenge does equal change. So…

Sandra Camacho

Even if it might be incremental, like in France, for instance, it’s gonna take some time mm-hmm but we gotta, we gotta keep working at it.

Nichole Pitts

Exactly. Yeah, exactly. Yeah. So if you could give your 18-year-old self a piece of advice that you wish that you had known then that you know now, what would it be?

Sandra Camacho

Yeah, I thought about this and I would say like, stop, anchoring yourself self-worth in your achievements. I think this has been something that I’ve carried with me a big part of my life.

Maybe it’s the immigrant, like the legacy of being an immigrant in multiple countries that you always have to be working really, really hard and you have to be achieving and you have to kind of prove your worth. I mean, even in that sentence, prove your worth. Your worth does not come from your achievements and from your accomplishments like you are worthy just being you.

And I think that I still struggle with that today, and I wish that I had already started embracing that way, way back when. Yep.

Nichole Pitts

That’s a great one. What’s the most important lesson you’ve learned in your career?

Sandra Camacho

Spend less time thinking and planning and more time doing and experimenting. And this is where I learned this from, um, all the work that I was very lucky to do around innovation and design thinking.

And, you know, if you have to have a bias towards action and I love to analyze things and reflect, and there is room for that, I think it’s very important to be reflexive and to be asking questions. But if you’re just in that space, in that head space, and you’re not translating that into meaningful action, especially at least in my career, I found that it really held me back in getting towards joy and fulfillment and, and meaning in my work.

And it’s only when I leaned into hands-on experimentation did things regardless of the outcomes. And there was a lot of failure only then that I realized like, oh, I’m, I’m actually moving forward. And I didn’t need to spend all that time planning and strategizing.

Nichole Pitts

So what was your biggest failure and what did you learn from that?

Sandra Camacho

You know, this one’s a hard one because I there are so many failures in my life and you know…

Nichole Pitts

What about maybe the most defining failure for you? What you categorized as a failure, but actually really propelled you forward?

Sandra Camacho

Yeah, I mean, It has to be failure in more in my personal life. Um, but it’s had such an impact on all parts of my life. I was in a fairly toxic situation in my personal life for quite some time. Um, and I had to leave that toxic situation because it was having a lot of, well, the repercussions were, were ran really deep in terms of negativity and toxicity that it was creating in my life.

And, you know, at the time I’m like, wow, this is huge, like personal failure, like this is leaving, you know, relationship. That means a lot to me, that’s been a huge part of my life. Uh, I’m alone here in France. Like this was my one connection to, um, you know, as close as a family as I got. And, um, it seemed like a huge failure, but from that I’ve learned the importance of boundaries.

And I think that there have been multiple failures that have been very similar to this failure of not leaving a toxic situation early enough and letting that create a lot of harm both mentally and emotionally. And I feel that the lessons that I learned from that is like, oh, wow, like boundaries is what it’s all about.

Like, not only do I need to set boundaries, but I need to be firm with those boundaries and that being firm with boundaries doesn’t mean that you’re selfish. That doesn’t mean that you’re a bad person and it’s taking me a lot of time to deprogram that sort of thinking. Um, and I think it’s opened me up to a lot of new things in life, like professionally and personally just realizing that, Hey, like I can have my needs, I can have my wants and desires my idealist aspirations in the world.

And so long as I have a clear sense of who I am, what I will tolerate or not tolerate, even with my clients, which clients I will and won’t work with, what are my values? What are those? Non-negotiables, it’s changed so many things, and this is a recent lesson. I mean, within the past year but it’s made a tremendous change.

Nichole Pitts

Yeah. Yeah. I love boundaries. And we’ve talked about this before is really looking at our lives and where we need to put those in place so that we can be of best versions of ourselves. And I look at that also as a form of self-care.

Sandra Camacho

Oh yes. Absolutely.

Nichole Pitts

Is there something that you do from a self-care other than boundaries? Is there something that you do? Yeah. Just to make sure that you have a good balance and that you’re not out here running around, like, oh my God, I solve all these problems and it just feels so overwhelming?

Sandra Camacho

Yeah. So I know that I have the privilege to do this. This is quite a luxury, but I sleep in and I sleep in during the week and I like make it a point mostly because I do work and have calls quite late in the evening, but I lean into flexibility to its fullest degree. And in the morning, if I am not feeling well, if I have not slept well, I don’t guilt myself and say, you need to be up by, I was gonna say nine, but I feel a lot of people would be like nine that’s late.

You know, there are days I might wake up at 10. I might wake up at 10:30 and it’s like, maybe the night before I work till 9:00 PM or 10:00 PM, or maybe I didn’t, but I give myself the freedom to listen to my body and say, if my body says I’m not feeling well, or I need more rest, I lean into that. And sometimes I make it up over the weekend.

I try to get out of the nine-to-five. I try to get out of the pure business hours mentality because I feel that it can be a bit restrictive for me. So exactly. Sleeping in, even during the week.

Nichole Pitts

I love that. Yeah. I mean, sleeping in, listening to your body, cuz so many times we don’t, we just try to push through and you know, we don’t even need to make it up because you can be very, very efficient in the hours that your working.

Sandra Camacho

You’re more productive so I’m like I saved myself two hours of wasted time, you know? But again, it’s deprogramming and unlearning because in the back of my mind, I’m like “you only work six hours today.” I’m like, “you gotta make that up tomorrow.”

Nichole Pitts

It’s that corporate mindset where you’re like, yeah, I own a business now. I don’t have to call in and say “Sandra, this is Sandra. I’m gonna sleep in today.”

Sandra Camacho

I’m not gonna make it to the morning standup, you know? Sorry. Yeah.

Nichole Pitts

Yes, that is great. So where can our listeners find you online?

Sandra Camacho

Most days I’m most present on LinkedIn so you can find me there under Sandra Camacho. But I am venturing more onto other social media platforms so you can find me on Twitter. Ioccasionally tweet under @Sandrabydesign and you’ll soon find me on Instagram and on YouTube as I’m looking to engage more in awareness building around inclusive design on those platforms. So find me there under Sandra by Design.

Nichole Pitts

Perfect. Well, I will make sure that in the episode description, it includes your website as well as your socials. Yes. So that they can connect with you there. Thank you so much, Sandra, for such a great conversation.

Sandra Camacho

It was amazing.

Nichole Pitts

Yeah. I always learned something from you.

Sandra Camacho

And vice versa.

Nichole Pitts

If you listeners have enjoyed this conversation and would like to rate it, then please go to your streaming platform and give it a great rating. If you didn’t like it close out of it. Don’t worry about it. Just go ahead and go about your day. But thank you to you listeners and thank you to Sandra for joining me today for this really great discussion about inclusive design and how it impacts us and society.

 

End of episode.

Episode 5: The Expat Experience and DEI in France — Podcast Transcript

Speakers: Nichole Pitts (Host) and Sandra Camacho (Guest, Inclusive Design Strategist)

 

Nichole Pitts

Welcome to The Ethintegrity Podcast, Sandra.

Sandra Camacho

Thank you for having me, Nichole.

Nichole Pitts

I am so excited to have you on the show. One of the unique things about Sandra is she holds three passports and is not only an immigrant to the U.S. but a foreigner with an accent in France. I think she has such a fascinating and unique perspective when it comes to diversity, equity, and inclusion from a global viewpoint. What I wanted to do was really get into talking about your journey so that the listeners can understand this unique global perspective as well. Can we get into you immigrating from Columbia to the U.S. as a child and what that experience was like?

Sandra Camacho

Yeah, absolutely. It was so a great place to start. Would say like at the heart of my stories, of course, family, as I have a very big family, both sides of my parents, everyone was born in Columbia, have been there for a very long time. Very few people have emigrated out of the country. So, with my parents and with my sisters, we were some of the first to leave Columbia.

My dad got transferred to a very specific place that I didn’t know much about then and I know much more about now. A place called Bakersfield, California, and I was six years old going into first grade. I still remember my first day of school.

And if you remember back in elementary school, the first thing that you do when you arrive in the morning, it’s the Pledge of Allegiance. And I remember being there, I didn’t really know any English and I’m like, oh my gosh, what the heck is going on?

With my sister who’s two years older, we were in this elementary school for a week or two. And then we got shipped over to another school that had a bilingual program. And that’s where I really felt that I was starting to feel a bit more at home because we were surrounded by people who were learning English, just like us. So through all of that what I realized is that the key lever to integrating into a new country or society is language.

And of course, there’s culture as well. But once I started feeling more comfortable in English and as a kid, all you wanna do is belong and fit in. And once I could speak English like everyone else, I was like, oh, Hey, okay, this could be okay. I can make it in the U.S. And, I was lucky enough to learn English without having an accent and that would come back to me later on once I moved to France.

Nichole Pitts

How did your teachers in that first school that you were at for a couple of weeks react to you not being able to speak or understand English? Were they sympathetic? Did they really help you or were you just left to fend for yourself?

Sandra Camacho

To be honest, I remember now that we actually had a fire drill and we don’t have fire drills in Columbia. I just remember feeling so confused and feeling so lost. Clearly, there’s a language barrier so even if they were being supportive, I didn’t understand anything but I don’t recall having a supportive environment and it wasn’t until I went off to the school where there was a specific teacher, she had multiple grades in her class.

So I was in the same class as my sister, though she’s two years older. And her name was Mrs. Nightingale. I still remember her and she’s just so warm and so empathic. and I think that sticks with you, especially as you’re coming into a new country. That to me was like, wow, this is now reflecting back on it. Now I was like, this is inclusion.

It starts from, our early years in school and just, how is difference embraced or accommodated. The teacher experience and how welcoming they are has a huge impact on kids who are first generation coming in. If you don’t have that support, it’s gonna make it so much harder to feel integrated and to find community and feel like you belong.

Yeah. That makes a lot of sense. Were there any other kids that spoke Spanish that could interpret for you or help you out in that first couple of weeks at that school?

Not that I remember, but I think like we went back and told our parents that this is not working for us. And so the shift was pretty quick. I don’t remember all of the details but I do remember some of the kids that I met in the other school many of whom were Latino as well. And so I did feel like we could communicate in Spanish. We’re all on the same learning journey together. And I didn’t feel alone because there were people who looked just like me whose families had similar immigration stories. And I think that makes a big difference as well. Just feeling like you’re not alone. To expand on this further, you would think that California is this mecca of progressiveness and openness and diversity and living in Bakersfield, it was diverse like in the schools.

There were a lot of people of Hispanic or Latino origin. We had diversity across other race and ethnic groups as well. But what I didn’t know at the time was that this was actually very conservative place. And so I lived in a county that voted Republican. That was red. So red in the heart of California, even though it was very diverse. Yeah. And what happened was that over the years, as I leaned into English and I became kind of a nerd. I loved studying and I always wanted to achieve academically and learn and read and all those sorts of things.

But I actually stopped speaking Spanish and it got to the point where I would be embarrassed to be heard speaking Spanish in public. I wouldn’t want my parents to speak to me in Spanish. And it wasn’t until many, many years later that I realized I had actually internalized cuz I was a kid I was like, where is this coming from?

It’s not emerging organically, but it was really a reflection of the environment that I was in which shamed Spanish speakers, which shamed people who came from Latin America and which kind of pushed for assimilation into, you know, it’s, it’s belonging, but forced belonging to the point where you have to let go of your own cultural identity.

And it took me a good 12 years maybe, uh, it’s really around high school and the end of high school. Once I moved to Texas, then I started to embrace my identity, embrace my culture because I started learning about racism. Learning about multiculturalism and once I got into college, I understood it from like a theoretical, historical perspective.

I didn’t realize that the people around me whether intentional or not, but their beliefs, and negative beliefs, especially around people of Latin origin led me to lose my language. I eventually was able to start speaking it at home to take classes in university.

I went to Columbia, and did an immersive program cuz I never learned Spanish in school. I only spoke it at home colloquially. But it was my first aha moment that, oh my gosh, I live in a country of white supremacy, of colonialism. And where there’s a lot of discrimination and bigotry and it robbed me of a huge part of my identity that today I preserve, and I honor so much, especially now in Europe, where being Latina in Europe is a whole different story. I would say that living in Bakersfield in particular, having that be my introduction to America versus being in an incredibly diverse, but welcoming and maybe less discriminatory place, it really shaped who I was and it inspired me to study international relations at school to really explore politics and people and culture and identity, but eventually to do work around diversity equity inclusion, mm-hmm because I don’t want anybody to go through what I went through. I would say that it’s really the pivotal experience that shaped who I was as an individual and who I eventually transformed into as a professional.

Nichole Pitts

That’s a really great point in thinking through how the power dynamics really influence how we view ourselves. And you think about what we take in on TV, the types of toys, maybe dolls that we’re playing with. And I knew growing up,

I didn’t see any little black dolls. And so you’re looking at what the standard of beauty is. And it’s like standards of beauty reinforcing. Yeah. It’s reinforcing these power dynamics. And you think about how the advent of social media and being able to get more voices from around the world can influence how we view ourselves, cuz you have access to so many more people and stories. And I always wonder, like if I grew up, when they had internet as a child, would I have embraced, this whole diversity equity and inclusion earlier versus taking in those thoughts and what others told me and just assimilating?

And I think that gets into the code-switching where you feel like you can’t be yourself in a school environment or a work environment because you’re told this is what is acceptable. You’re taught in, at least in my school, everybody’s taught the same way. So if you have some sort of neurodiversity there was no way in order to be able to handle that. Maybe if you’ve learned visually or just phonetically how do you really teach kids that way? So I think that’s a really good point that you were saying as far as immigrating over and then assimilating. Did your sister have the same experience or was hers a little different?

Sandra Camacho

Yeah so I actually have three older sisters and I referenced the one that’s close to an age mostly because I felt that we did have fairly similar experiences. She did not lose her Spanish in the same way that I did. Whereas my older sisters who are six and 12 years older, they’re in a different generation. And so they were coming in, like junior high and high school, they would always be speaking Spanish at home. To me, they did not go through the same identity crisis that I went through. So you can see that there isn’t one kind of soul experience for people immigrating to the States, or even in this case, like Colombian women immigrating to the States. We all have our own unique experiences. For me, I felt like my identity was always at the forefront because kids were always asking me, what are you, or where are you from? And so even if I tried my hardest, I remember even once I said I was born in the U.S and now I feel so much shame. I can’t believe that I said that, but clearly there was some sort of self-defense mechanism at play. Like I was trying to protect myself from something. I was nine years old. Why would I say those things?

Nichole Pitts

Do you think it was because of trying to be accepted? Where it was just easier to go along and you were tired of getting the question?

Sandra Camacho

Yeah. I mean, I did observe as a kid that there was a lot of discrimination against people from Mexico. And I tried to differentiate myself and say, well, I’m from Columbia, it’s a different country. We have different cultures, but clearly. All Latin Americans are compounded together into a singular group. And I think for me, it was a way of like, how can I disassociate myself from this? This was me analyzing it 30 years later. But I could tell that I just had internalized so much toxicity and I was trying to disassociate myself rather than joining the people who I saw being bullied mm-hmm because they were Mexican and they were poor.

I still remember someone from elementary school who experienced this and I was like, why didn’t I stand up for that person? And I was like, well, maybe I didn’t wanna get attacked or bullied in the same way. And so I think that it’s a question of, we don’t wanna fit in, but people are constantly calling out that you’re different.

That you are not from here, that you don’t belong regardless of language, regardless of even integrating American culture as my own, and blending it with the culture of my home country and my parents. There’s still this, even after leaving the U.S and immigrating into another country in Europe, I still have this sentiment that I don’t belong.

I don’t belong in the States. Truly. I don’t even belong in my home country cuz I’ve gone back throughout the years and I’m the Gringa, I’m the outsider. They don’t see me as Colombian. And then Europe is a whole different story, which we can go into. But all those things you carry that with you throughout the rest of your life. There’s a lot to unpack there.

Nichole Pitts

Yeah. I think also with language, especially in the States I’m gonna say back in maybe the eighties and nineties and even before that it was, you hear somebody speaking Spanish and they’re automatically going to assume Mexico. Um, you could be from Spain and they’d be like Mexican. Um, and there’s just this stereotype that was perpetrated there and it’s that levels of classism almost it’s that well, oh yeah, I’m better than this. So for people and you know, at the core of DEI is belonging from when we’re little to when we get older and we are trying to figure out a way to belong from even when we’re in school, wanting to speak the language.

But one thing I found really interesting is that in this global environment, when you are working for especially a global company, then it’s, you have all these different languages and maybe the business language is English. And it’s like, well, if you don’t speak English, you can’t work here. Or you can’t get promoted because you have to have a certain level of English proficiency. And you could be really great at your job, but yeah, you don’t know the language and it feels like, well, now I don’t belong because maybe I didn’t have access to that education to learn English.

Sandra Camacho

The dominance of the English language and work has shown up for me so much more after I moved here to France. I ended up moving here about nine years ago, 2013. I was working for Google in the States. Was there for three years and then moved over to Paris and joined the regional team where the working language was English, but where I was working with colleagues from all over Europe and whose native languages varied from French, German, I work with people from Holland, we had a lot of people from the UK.

In the experiences that I had while working at Google on both regional and international teams, I definitely witnessed it firsthand. It’s like knowing that there are biases with regards to how competent people perceive you to be in your job. Mm-hmm and just having an accent. And I know there are studies that have been done in the US where just having an accent already can have an impact on levels of competency in terms of how others perceive you.

And it’s also the case in Europe. Even if you are not an immigrant. It’s compounded when you bring in intersectionality, you’re also a member of a marginalized group or multiple kind of marginalized groups. I experienced it firsthand once I left Google and started working with clients. So as an independent practitioner started working with clients in French and I was lucky that most of the work I was doing at Google in Paris was in English, even though I spoke to my colleagues in French. But once I had to do the work myself, in French. I was like, oh my gosh, I’m experiencing it now. I remember, and I think I’ve talked to you about this in the past, but I still recall an experience where I was running a design thinking training back in 2019. At this point, I had been in France for six years. Learning French for 15 years just to put it into perspective. And yes, I have an accent I’ve worked on it. I’ve tried to lighten it as much as I can, but you know, when you learn another language as an adult, I don’t have that same luck that I had as a kid.

Where I could pick it up as a native speaker. Like it’s been a lot harder to learn French, even though I knew Spanish. Going back to this design thinking training, I think the feedback that I got from one of the participants was written feedback, even though in my mind, I imagine it vividly is happening during one of the live sessions.

I think this is just because it had such an impact on me, but this older man, white man, French man said to me that she should have done this entire training program in English, because then we would’ve been able to understand things better. And I remember feeling so offended because already, like for many years in my personal life in France, I felt that when I spoke people were making assumptions about my intellect or my ability to socialize because there are times when I don’t understand everything that people are saying, or there might be a lot of noise in the background.

I don’t pick up on all the details or there might be some jargon or idioms, all these things that kind of get lost when your ears are trying to catch every single word. But once it happened to me in the professional world, and I felt like I was getting shamed for having an accent and for doing my best. I would practice so much before these workshops mm-hmm and I realized if the tables return, then we had to do the same English imagine me giving that feedback to this man. If his English were accented and he made some mistakes here and there, I would never in a million years imagine assuming that he’s less competent or he’s incapable of delivering. Which does happen a lot of people do judge others based on, especially with English, being the working language in so many international companies.

Nichole Pitts

For you doing this training, did everybody even know English? And one of the things that I also found in France, they want you to speak French and it’s the whole national pride that they have in their language. It’s almost like in America where they’re like, learn to speak English. And in France, it’s like, well, at least attempt to speak French. Cuz if you don’t, then you kind of get shamed for thinking that you’re too privileged to be able to speak their language. Did you feel that?

Sandra Camacho

You know this is really interesting. I had a unique experience because I was a French major in college. I fell in love with French in high school. I had this amazing French teacher who changed my life and I was like, wow, I’m gonna devote myself to studying the French language and the culture and maybe one day move there.

And I was able to do study abroad while I was in college. So I had a trial period of what’s it like to live in France and to try to speak the language and I would say that for me, the most difficult part is that people in France do have certain assumptions about Americans.

I think that people here expect that the Americans are going to not even attempt to speak their language.

They’re going to just be imposing English everywhere, talking very loudly and that happens. I see it, see it on the street. I see it in the Metro and I’m like, it’s okay. I even told my family when they come cuz they’re very loud and that’s more the Colombian side cuz we speak in Spanish with each other. Well, Spanglish. But I always have to say be a little quiet, don’t speak so loud in the Metro cuz people will look at you or they might say something to you like they’ll sneer at you. It’s having that cultural competence of knowing like how do I behave?

How do I adapt the way that I hold myself and the way that I present myself and speak to align with the social norms in another culture? So I get that. At the same time, I find that the French can be hypocritical, especially this person saying that he prefer to do it in English when most people in France are not comfortable speaking English. It’s like on one side, they really value the American perspective, especially in the workplace. Mm-hmm. They find like, wow, Americans are all about innovation. They’re all about doing things differently, bringing in fresh perspectives.

Whereas in France it is a lot more about tradition. You have workplaces that are a lot more hierarchical. The society here is historically very elitist. And so when you think of shifting to this topic of DEI, which I find is really relevant here, even thinking of how people get access to certain sorts of professional work here, cuz they have different, uh, it’s the whole thing.

They have a whole system here of the type of work is qualified into kind of different categories. And there’s a category here called [French word], which is like the salaried worker. Maybe you could say a white-collar worker would be the equivalent versus like blue-collar work. Maybe like manual labor or things like that. But in order to get access to those sorts of jobs. Here, they have huge divisions between the city. So urban centers, which is primarily Paris, but also a few other bigger cities here and rural areas. So they call “provence” the province you could say. There are huge divisions there in terms of just getting access to the elite schools, which they call grandes écoles, like big schools, is the literal translation.

But basically, if you haven’t done the grandes écoles, if you haven’t had the chance to even be in an urban area, in addition to all the other intersections of identity, so clearly like socioeconomic status, race and ethnicity, gender, ability, neurodiversity, et cetera, already, just because of where you’re living and the type of school that you’ve been to, that already predicts your ability to advance in the workplace and to be able to eventually get into the right companies. Ultimately it ends up showcasing the source problem of the diversity pipeline problem here because since it’s such a network-based elitist society. People here do not like things that fall outside of boxes, they love boxes here. And so you have to have done a specific path, like specific university or school needs to align with whatever profession you do. Hybrid profiles like mine, for instance, that doesn’t really fit cleanly into boxes here.

So when you think of, how might we diversify talent pools to bring in fresh perspectives? All of that is very disruptive because I think it’s just anchored in the culture. Even in my personal life, I’ve seen this. It’s very hard to break into social groups here because people meet either in high school or grade school or university, and they stick to those circles for the majority of your life. So if you’re a foreigner coming in and trying to break into those circles just socially, it’s incredibly hard. So imagine professionally. If you are an outsider, whether you’re an immigrant or just someone that didn’t have access to those same social circles growing up because of the school that you went to or the community you lived in mm-hmm cause here there’s a lot of geographic segregation.

Nichole Pitts

I did notice that. Yeah. Especially when I was hiring in France and HR would talk about, well, we don’t want certain post codes and yep. It was well, just send them all to me, but it was you getting kicked out of being reviewed based upon the area that you lived in around the city.

To your point is also with culture shock, moving over there and trying to make friends. It takes a long time for you to even be able to integrate these social circles, because they’ll be nice enough to you, especially in the workplace.

They’ll be very nice. Or if you’ve met through someone else, they’re very polite, but you’re not gonna be invited to their house for maybe a year. And I actually appreciated the fact that they spent more time getting to know you because they talked about with Americans and even with some of the Brits that we are so quick to be like, this is my friend.

And then fall out though. We’ll be like, I do not like this person, because then you’ve gotten to know them. And you’re like, oh, wait a minute. I didn’t realize this person was problematic. So I did really appreciate that they took that time to get to know whether or not your values were aligned, whether or not you were going to be a good fit for them and their circle, but it can be a little discriminatory too, where you’ve got these standards, but then we do that for our own lives.

You know, we’re like this doesn’t fit in. I’m not gonna disturb my peace. So it’s understanding where that balance is from where we’re not being exclusive, but we’re protecting our boundaries.

Sandra Camacho

Yeah, and I think what I’ve experienced early on when I moved here, I learned going back to what you were saying that Americans can be very open and forthcoming, but a bit superficial mm-hmm

And I learned the expression that Americans are like peaches that it’s very easy to penetrate the surface, but it’s very hard to really go deep and get to know someone and build lasting intimate relationships, which could be a friendship or more. Whereas the French are like coconuts that it’s very difficult to break through, but once you’re in, you’re in for life.

Yeah. So I carry this imagery or expression with me, but what I found at the end of the day is that certain people on, generalizing here, but there is a lack of curiosity. And I find it actually really sad because I feel that in so many other countries that I’ve traveled to people at least want to know your story, they wanna understand.

So where do you come from? Like what brought you here? And it’s not that I haven’t gotten those questions here, but it’s just that people are at least in the sort of social groups that I’ve tried to integrate, which I haven’t been able to in the end, most of my friends are expats or they are French people who have lived abroad.

And who understands what it’s like to be on the outside because the French who haven’t lived outside of France, they’ve never been curious enough to wanna get to know me. Despite all my efforts. That kind of shows up in the workplace too. I think it’s tied to this kind of larger phenomenon of assimilation and they call it integration. In French, it’s called “l’intégration” which is integration, but it truly means assimilation in English.

And I think in the US, you have multiculturalism, which is all about we’re celebrating the whole melting pot of America, that we’re all immigrants, et cetera. And in France, there is nothing around celebrating or maintaining your cultural identity and adding that to the pie. It’s about you becoming French and you may have other parts of you, but those aren’t parts aren’t as important.

What we want everyone to be is to feel French and to feel this national sense of identity and solidarity with your fellow French person. But what happens, in the end, is that there’s actually a lot of immigration in France and immigration tends to come from Africa and from many different parts of Africa.

And because of the history that France has with many different African nations, colonialism and exploitation extraction of natural resources, war, you know, all these sorts of things. What we see kind of a present day is that, well, if people celebrate their culture of origin, whether they’re first generation, second generation, or beyond this will create separatism.

It will create what the French call communitarianism. Yeah. And that means that you pit people in these immigrant communities or ethnic and racial groups against the French. And that’s completely counter to the French idea of universalism that everyone has, everyone is the same in French.

Everyone is French has the same rights. And so you end up getting into situations where in order to protect the French identity they have secularism here where it’s a true separation of church and state, but a lot of the times secularism is mobilized and weaponized as Islamophobia.

Nichole Pitts

I think it was Sarkozy that banned the wearing of a hijab and other types of religious clothing for women…

Sandra Camacho

Ostentatious

Nichole Pitts

Yeah. Yes. And I was like, are you serious?

Sandra Camacho

Oh yeah. Oh yeah, absolutely.

Nichole Pitts

I’ve said that the way that the French look at people from Africa can be correlated to the way that some people in the US look at Mexicans. But living in Paris was the first time that I actually felt or was aware of my privilege because I had an American accent and there was this Afro-French person and we were just having this conversation and she said, you are not followed around in stores. She was like, you’re going to have way more privilege than I will. As soon as you open your mouth to speak, they hear English and they hear American English.

So you have that first-world country privilege, and they’re not thinking you’re going to steal. And I hadn’t even thought about that cuz in the US, black is black. They don’t care about your accent. It is amazing how the accent and the country of origin really plays into how you’re treated.

Sandra Camacho

Absolutely. And I think one thing to maybe layer on top of that is that there is still a race problem here. The problem with the race problem is that it’s incredibly taboo to talk about race. And some of this ties to the history, just even of just the European continent., So for instance, it’s illegal to collect data along the lines of race and ethnicity in France, Germany and I think in a few other European countries as well, and a lot of that ties back to Nazi Germany and their presence in France in particular where that sort of data collection was used against Jews who were living in France. And so they passed a law, I believe in the fifties to be able to protect people’s identities so that they wouldn’t be discriminated against or they wouldn’t be as stigmatized or isolated or targeted for nefarious kind of reasons.

But the unintended consequence is that once we start to get into diversity, equity, and inclusion work, you can’t collect data and not even just DEI work, but even for instance, understanding what are the disparities in health outcomes. Or what are the disparities in maybe wrongful arrests and wrongful incarceration, and you don’t have any of that data, even at a government level, along the lines of race and ethnicity, which means that any sort of appeals to systemic racism or structural racism are somewhat unfounded because we don’t have any concrete data that we can point to, to say, here are the numbers that show that there are disparities, that these do exist. They’re concrete. And so people then tend to think that there’s no problem here. We’re not racist. People aren’t being unjustly treated or being blocked access from certain services or certain opportunities because of their race and their ethnic identity. Yeah and so here they end up in the end, they call it origin, just not necessarily national origin, but that’s the closest equivalent and that’s as close as they get to talking about race and ethnicity but it’s just very difficult when you’re trying to have conversations about intersectionality. I wanna have conversations with clients about anti-racism. Just talking about oppressive systems as a whole and there isn’t even a national conversation happening on this. I think there was maybe one incident that happened a few years ago and I’m blanking on the first name. Traoré is the last name of a man who was subject to police brutality and his sister mm-hmm it was around Black Lives Matter in 2020. His sister has done a lot of work to really raise awareness around police brutality, especially against black and brown people here.

But you don’t have reports on the news about this, there are a few people who are speaking very loudly about this, but they tend to be brigaded. It’s all debate and it’s about right or wrong. We’re winning and losing. And it’s not about, let’s actually talk about our history and all of the history of colonialism and all the damage that has been wrought, especially throughout all of Africa and in other countries in the world, that’s not happening. And so it makes the work really challenging to be able to tie it to history and systems cuz people like they don’t really learn this in school. And there are no venues to really talk about this as exist in the US where it is a national conversation.

There are laws against racism like discrimination based on race and sexual orientation and ethnicity. So even if they don’t talk about race in a very forthcoming way, there are laws that protect people from mistreatment and from discriminatory practices. I think that’s actually a lot of times where it’s the hard line between DEI work and anti-harassment policies.

That’s what I see a lot in this space. I work more in the inclusive design space versus pure kind of diversity, equity, inclusion from a talent and culture perspective.

But I do see that it’s really more about protecting workers’ rights because there’s a lot of unions that exist here. So it is more about how can we ensure that we don’t get sued less about how do we cultivate belonging? How do we start to bring in fresh talent that may not fit into the typical boxes?

How do we ensure that we’re impacting our privilege and our bias? Like those sorts of things. They’re only starting to scratch the surface here. I think the international companies, the large companies that have presence outside of France they’re the ones that are making moves on this. Even the startups.

You’d be surprised like a lot of startups, they haven’t done a lot of work on this either. You would assume that they’d be further ahead. I mean, French tech here is there’s a big move on innovation.

There’s a lot of potential, but to me as a practitioner, it’s just very disappointing because I feel there’s so much value in all senses of the word. Not just business value, but so many kinds of opportunity to both do good in the world and to see better business outcomes.

And all of that potential kind of goes to waste because of a culture that is very resistant to change that is resistant to outsiders. And that does not question the role that oppression plays in its society, because they’re so attached to this dream of universalism the French national identity.

And it’s disappointing to me. I grapple with this every day and I wonder is this the place for me, even though I love it here, but it makes me question where are my people, like in terms of people who care about social justice, where are they? I haven’t been able to find enough of them yet to see if there is change that can happen and not at a decade’s pace, but a bit more progressively and actively.

Nichole Pitts

So what do you feel like are some of the key differences in DEI from France to Europe, to the US?

Sandra Camacho

Yeah, great question. It’s so interesting cuz I follow a lot of diversity at inclusion practitioners on LinkedIn because I wanna have a pulse check on what’s happening in the US.

A lot of them are in the US and even posts that I see recently, when they think of DEI, they only think about race and ethnicity. And disability often gets left out of the picture. They don’t specify that that’s an American thing.

I find it so surprising to see that. Because in Europe it’s the opposite it’s like, race and ethnicity is kind of, unless the UK. There’s a bit more happening there on that front but in France and many other Western European countries where we see diversity equity inclusion is along the lines of gender from a gender binary perspective.

So not even an expansive definition of gender, it’s just male and female. And then secondly, it’s accessibility. So anything related to, disability and handicap. Mm-hmm and what I’ve found, especially in France is that it’s a lot more accepted socially to want to help people who are disabled versus I think confronting the discomfort of the fact that racism actually does exist and that people who aren’t white face a lot of potential prejudice and barriers in society. And so I found that when I go and try to work with clients and I talk about intersectionality, that’s not really on the radar.

I feel like I’ve seen some discourse, like even on Twitter, about intersectionality, like in French people discussing that does not apply here that does not really exist, or it shows up differently in France and like, it does not it’s pretty universal.

Obviously, there are cultural nuances. What I find is that it’s a lot easier to just say we’re helping people who are disabled, we’re investing in accessibility efforts. Maybe we’ll touch on gender parity. So making sure people are paid equally or fairly. But they’re not questioning, larger structural barriers. And I talked about that at the very beginning that there’s just no national conversation about history and about oppressive systems. All of that of course translates into the workplace. It’s just people wanna be comfortable.

Yeah. And at the end of the day, what’s comfortable is at least they recognize that there’s a gender pay gap, but that there are maybe a dearth of representation of women in leadership positions, but at the end, it ends up without an intersectional lens, these sorts of programs end up benefiting those who hold the most privilege within these groups.

So white, disabled, cisgender, heterosexual people, and also white women. It’s this question of like such a huge opportunity that they’re overlooking, there’s so much more impact that can be had yeah. Change that can be made. But it’s not a reflexive practice. Not at all.

Nichole Pitts

You have made a really good point in one of our conversations a couple of months ago and thinking about gender and the male and female, but also linking that to using gender-inclusive language with French. And I found that to be so fascinating because as a native English speaker, we don’t use gender to identify words, but with the romance languages, you do.

And because the French have so much pride in their language, I found this to be so interesting. And I wanted to know if you could explain to the listeners the background and the drama that has come along with people trying to make French more gender inclusive.

Sandra Camacho

Yes. So this is a really juicy topic and it’s because exactly, as you explained, when we describe objects in French like all objects are gendered, so a chair will be female. A computer will be male. And so already there are specific kind of rules in French grammar that make it. So if you are referring, not just to objects, but even if you’re referring to a group of people where there are both men and women and any other people of any other gender present, you will refer to them with a masculine pronoun.

Basically, the male pronoun wins over the female pronoun every single time.  And so when you start to refer to workers like the equivalent of the word worker in French it’s ouvrière (feminine) and ouvrier (masculine) and it’s words where it’s not very simple to kind of make a compounded word that includes both gendered terms.

So the female and the male version of the word. And so what, uh, I don’t know who came up with this. I should probably do some research on this, but someone somewhere came up with, um, it’s called gendered language, meaning that they actually start to use kind of it’s called like this median point. So it’s like a little raised dot.

And when you write a specific word, if you wanna write the word worker or employee, um, because there’s a female variant and a male variant, you can create this compounded word by adding this little dot in the middle and creating you basically have both versions. Again, there’s specific rules that you have to follow, but you have both versions that are surrounded.

And sometimes it’s just a question of adding an “e” at the very end. So an “e” tends you add a second “e” it tends to make the word feminine. But a lot of the times you can be in situations where if, especially if you’re a foreigner learning French or you’re a child, when you see these words, you may not immediately understand them because they don’t follow the rules of French.

They’re not necessarily easy to read. This is the same for anyone who might be neurodivergent. And so at the end of the day, gender-inclusive language is inclusive from a gender standpoint, but it may not actually be inclusive in terms of being easy to read by many different groups, including children, foreigners, and people with learning or cognitive abilities that may be different, you know?

And so at the end of the day, what this leads to it actually has become a very political or like politicized debate that we should not be corrupting the French language by adding all these dots by making it illegible. And then secondly, it’s the fact that, well, this is just how things are done.

Why are you trying to change things? This is grammar. Grammar is something that’s objective. Basically, there’s no recognition that language can also be a vehicle of oppression and that it can perpetuate certain social norms. and so they only see it as pure fact, and the French, again, I’m generalizing, but the French can be very, they call them, they call themselves Cartesian.

So it’s all about being very logical and pragmatic and rational. And so it’s a lot harder to bring these conversations of like, well, someone feels like they’re excluded or they feel like they’re not represented or reflected in this language. And I had a personal experience with this cuz I was working with a client where I was creating a survey, a diversity & inclusion survey for the organization.

And I did all of the communications using gender-inclusive language. I even in the questions that I asked, I included gender options beyond the binary that were directly listed. So not just fill in your identity, but I have here’s some options or add your own. And it created this huge debacle with one of the directors of the team of the company I was working with who was even saying like, this is illegal.

Like you are going against the law. This is not how we do things here. This is wrong. And it’s not just about laws, but there was a lot of emotion packed into that. And so to me, it’s um, gendered language. I think it’s a lot harder here than just, for instance, using she/her/they, and just opting for, they like here, it’s a lot harder because it’s built into the structure of the language. So I don’t know what the solution is at this point, because I do get the fact that yeah, if you’re neurodivergent, if you’re dyslexic, how are you supposed to read this?

Like, we’re actually making it, making the language harder for you to read. I don’t have the answer for that, but I think it’s an interesting topic to have a conversation about, I don’t see enough dialogue about that. Yeah. Besides, you know, a politicized version of they’re bringing stuff from the US here. We’re not like that. We’re French, you know, so yeah.

Nichole Pitts

I heard that a lot working in France, it was like, my work life was so different than my personal life and it was, you’re bringing a lot of Americans love to work all the time. Um, and we want to have things a certain way and we just create issues because they’ll be like, well, America’s a dumpster fire. You need to go and fix that. But we’re not like this over here in France.

I actually really loved to speak to French people that had not lived in an English-speaking country because that helped me to understand how to speak French because of the sentence structure.

And, you know, not wanting to be seen as a tourist because I’m trying to assimilate, even though I have this Southern accent, there’s no way I could pass for a native French person to be able to speak it. But it was also just using a lot of charm and being super nice to people. Yeah. That I could have these conversations and really try to create these connections to understand more about their culture, because I was like, well, I don’t understand the whole male female version of computer.

And all that. It was so hard for me to learn that. And for them helping me to understand, or even wifi and them saying “wifi” you know, to actually appreciate it. Cause I said, you know what? You all are protecting your language.

And we do that here, but you think about how we pronounce certain words and how they pronounce certain words. Here’s an example. I was in a boulangerie, which is a bakery for people that don’t know French. You know, they have like five things in a boulangerie. One of them being croissants.

There’s not a lot of words that sound like croissants. And I, you know, walk myself right on into the boulangerie cuz I’m French at this point, you know, before I go to work, get my croissant and my cafe au lait. So I walk in and I was like, “Oh. Bonjour. Ça va?”. And they immediately were like, “she’s one of those .” And I was like, “Je prendre un croissant.”

And they were like, “Quoi?”. And I again said “Je prendre un croissant.”, and I’m standing in front of the croissants and they’re looking around, like, I’ve asked for them to fill up my car. And I was thinking, I know that you hear croissant. I think I’m saying the words right. And they’re like, “Oh! Croissant!” And I said, “that’s what I said. That’s exactly what I said.”

And it’s understanding the nuances of the accent, and I didn’t, but I found myself really wanting to overcompensate to ensure that I did the language justice and that I really tried to get them to understand me because I realized I was the guest in this country. So, and really wanted to have those conversations.

But a lot of people wanted to practice their English with me. Yes. And as soon as I’d started, they’d wanna speak in English and I’d say, how about we do this? You helped me practice my French and I will help you practice your English. And it was like, we were bartering.

But I found, you know, a lot of people that were expats that came over were like, “I hated living in Paris.” Americans can be rude too. You have to think about what’s our stereotype going into it, but I really didn’t have a problem. I loved it from the personal side. Working was hard cause French work laws are so hard.

Yeah. And like you were saying just about wanting to talk about any sort of DEI thing. And it was, my experience was let’s carve out our own special exceptions for our French offices.

Sandra Camacho

Oh my gosh, this is, this happened to me too with one of my clients. They’re like, well, this is coming from the international group. And, but like, this is not a problem here. So can we like either opt out or do like the bare minimum or do like DEI, like the French way? Yes. Whatever resonates here. I’m like, yes. Then you have to take the cultural nuances into account, but the cultural nuances in their eyes were like, we don’t have a problem.

I was surprised because I had to do this a lot with French lawyers. And when you do business with a company that is headquartered in the US or is listed on the stock exchange in the US you’re subject to certain laws. And when I would put certain laws and reference those in some sort of legal document, then it was, we don’t need to do that because we’re not doing business there, but the entity that you are doing business with is under the parent company of a US company. So you’re subject to these laws and is really trying to explain this. But in what I had a hard time understanding was this is saying just don’t bribe people. Why don’t you just want to sign up for that? And then there’s the whole dialogue.

But what I had to try to understand was what’s your issue with this? Is it the language of the law or is it because it’s a US law that’s being imposed on you as a French company? And we always got to where I needed us to be in the end, but it was walking them there and addressing yeah. Their issues. And it usually was around the fact that “We’re French. We shouldn’t have to be held accountable to this law when we’re not even over there.”

yeah. It gets me thinking about this concept of cultural competence and cultural humility. And I think that the example you just shared is you were practicing that like you were trying to understand. It’s not just empathy, cuz it’s like, you’re clearly trying to see the world through this person’s eyes, understand where they’re coming from, but you’re also taking the cultural context into account. It’s like there’s something else here at play, maybe law, social norms, a way of viewing the world that goes beyond the individual. And I think that that’s actually, to me, like a very important kind of staring at this back to like DEI, to me, it’s a very important kind of layer to any work that people are doing or want to do with Europe or either maybe even work that practitioners in the US are doing with US companies who have offices abroad or employees abroad or serving customers abroad. Or you have DEI practitioners in the US serving, uh non-American companies.

But I think that cultural humility is something that can be a bit overlooked. Because usually a lot of this work tends to be very US-centric. And it’s kind of like, we’re looking at this through the lens of a US context, but we’re not actually trying to figure out how does DEI translate into other cultural context and how can we try to build these bridges? Not just in the way that we speak, but just in the work itself, that something that is done in the US may not actually work in France or may not work in the UK or in Germany or in Australia in India.

And I think that we all have a responsibility as DEI practitioners to work those muscles of cultural competence and cultural humility. It’s an international world and, this is just my personal perspective as a non-US practitioner. A lot of the times the frameworks, the language, the tools, the methodologies, especially in the design space that I operate and those kind of things, emanate from the US, and they tend to represent kind of “the” approach and you lose the nuance of localization that really needs to happen.

So that would be my takeaway for anyone listening to this who might be in the states. I was thinking, how can I be much more international or global, or culturally competent in my practice? And it’s like, talk to us practitioners and other parts of the world, you know, there’s so much that we have to share.

And I think that there’s also things that we’re doing here and not discounting myself cuz you know, I am American at the same time, but people who don’t have any ties to the US, I think there’s a lot that can be learned from them as well. I think you innovate, you create hacks, you create lots of unique ways to tackle problems that emerge differently here just because of the context.

I love that because the world is so different and so diverse. So in different cultures than you may be solving a problem or needing to highlight some sort of equity issue and how are you doing that? And there’s so many things that you can use maybe that methodology or process for another issue or trend.

Nichole Pitts

So are affinity groups and employee resource groups popular in France? In Europe?

Sandra Camacho

Yeah. So that’s something I’ve definitely seen. So I tend to work with smaller organizations where they just don’t have the mass of people to be able to create meaningful employee resource groups.

And I’ve worked with some companies outside of France that are a bit larger that if there are groups that are emerging, they tend to be groups around, for instance, gender LGBTQ, and ability or disability. So employee resource groups have made their way here. But I don’t see them being mobilized in the same way.

I think that they’re earlier in terms of maturity companies here earlier in their journey. So you don’t see them having the same level of resources in the same level of impact that you would see in mostly American companies.

Nichole Pitts

Yeah. It’ll be interesting to see how as those mature and are able to really create an impact if that changes some of this discussion to really be able to highlight some of the issues in DEI that are currently taboo topics in say France or certain other European countries.

Sandra Camacho

Yeah. I think the only problem is that I don’t know if you could create an affinity group based on race & ethnicity in France because technically you can’t collect that information as an employer from your employees. And so I suppose people could self-identify and voluntarily provide that information, but it’s a fine line.

I’ve seen it, like when I was at Google, for instance, like we did have a black Googlers group and there were people in France who were part of that group. But because it originated in the US I think that it asked, you know, all the laws and standards. I don’t even know if legally they’re able to create groups along. I see groups for women, for instance, mm-hmm um, cuz you can’t collect gender-related data, but yeah, that’s something I’m gonna have to look into because that even if it’s prohibited, it’s like, how can you drive change if you can’t even make it, you know, make it happen.

So maybe that’s a question of questioning laws pushing more on the political front. And I think that’s where the activism can come into the picture, but it’s kind of, you know, tapping into the right myself. Now that you’ve mentioned it. I know in the UK of course they have data privacy laws.

Nichole Pitts

Yeah. And of course, they have it across all of Europe and even Latin America with looking at trying to standardize data privacy law since they were so independent and specialized per country. But I’m gonna look that up today now that you’ve brought it yeah. To see how they handle the affinity groups, cuz I do know there are a lot of affinity groups in the UK.

 

End of episode.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Episode 4: How to Use Storytelling & Branding to Create an Engaging Compliance Program — Podcast Transcript

Speaker: Nichole Pitts (Host)

 

Welcome to episode four of The Ethintegrity Podcast. This is going to be a solosode where I’m pulling together key points and concepts from the first three episodes to talk about how you can use branding and storytelling to create an inclusive and engaging compliance program. My guests, Storytelling Coach Jessie Kate Bui and Branding Strategist Hilary Hartling, provided some great insight and tips into how to connect authentically with your audience.

In this episode, I’m going to synthesize this into actionable steps for your compliance department to ensure that you are creating and messaging a sustainable and impact-ready program.

One of the biggest challenges compliance departments face is getting the employees to really care and engage with their program. There is so much going on day to day with just the employee’s roles and responsibilities that adding on more boring or confusing content just increases their anxiety. Think of your compliance program as a product that you need to sell & your employee’s time and attention as the currency you want them to spend.

You’re trying to break through all of the noise of everything they deal with on an ongoing basis. So how do you get your program to stand out? How do you incentivize people to spend their currency on your program?

Well, that’s what we’re gonna discuss today. I’m going to give you some tips on how to use branding to intentionally and effectively connect your compliance department with your workforce in an inclusive and authentic way. Over the first three episodes of The Ethintegrity Podcast, my guests talked about storytelling as well as branding.

Branding Strategist Hilary Hartling defined branding as delivering an intentional experience to make your audience feel something and have them choose you as their top choice.

She also went on to share this formula that she created after 15-plus years as the Vice President of Marketing at Walt Disney Studios. She was inspired to create this formula based upon what she thought Disney does best to protect and expand their brand. While this formula was developed for entrepreneurs, I’ve modified it to use for in-house compliance departments.

So what is this formula? She calls it the MAGIC formula because Disney and Magic. The M in MAGIC stands for Make it Memorable, and this is where she talks about “pack an emotional punch”, whether we like it or not, humans are driven by emotion. People buy into things because of that emotional impact or some sort of advantage that your product offers. So you have to show how your product or service can improve your audience’s life. For the compliance department, it’s really showing how your policies and procedures are going to improve your employee’s work life. I feel as compliance professionals, sometimes we focus so much on the right and the wrong thing to do and showing case studies of people and companies that have gotten it wrong, that we don’t really talk about the benefits of being compliant and acting in an ethical way.

As compliance professionals, we can spend a lot of time focusing on getting employees to do the right thing, but how do you show them that this is a benefit?

Ethics and integrity have different meanings based upon the culture in which your employees are located. So when you’re trying to standardize across all the countries in your business, you have to show in each culture what the benefit is for them.

How does your compliance program provide a positive impact to their work life? How can your procedures and processes make their workday easier? When trying to connect with your workforce and make your program memorable, you have to understand from your audience what do they want?

The A in MAGIC stands for Audience First. This is where you’re gonna do some market research by soliciting feedback from your workforce. You’re going to be asking them what they know about your program. What are some of their current challenges that they’re dealing with? Are they connecting with your program? What are some of the things that they don’t understand about your program or they feel that your program is lacking?

There are different methods in which you can solicit feedback. You can do culture surveys, you can just send out a survey across your workforce.

My favorite way to solicit feedback is to talk to Employee Resource Groups or affinity groups. This ensures that I’m getting feedback across all levels of the organization and all parts of the organization. So I’m getting that diversity of thought. You could find out that parts of your program aren’t working for certain groups. Maybe for those that are neurodivergent, your training isn’t accessible. It could be that some of the terminology that you use in your policies does not translate well into other languages. Or maybe your policies are hard to read and written at a very high level that most of your workforce don’t understand, so they’re just not gonna read them.

Do you treat your workforce as a singularity? A lot of times with the compliance departments, we write our policies and our procedures and we roll them out across all of the organization. It really is a lift and shift. We don’t do a lot of customization, and that’s where we need to look at are we connecting across all demographics and abilities?

And I’m talking race, gender, socioeconomic, neurodivergent, abilities. Do you have employees that are hearing or visually impaired? What about culture or access to information? Age? Do we have QR codes that some people do not understand how to use? Are we putting our audience first? Are there new ways that we haven’t thought of to stay in touch or to listen to our audience better?

Let’s list all the ways that we might try that now and let’s try those new ways. How can we truly listen to our audience and understand where they are, what they need, what they love best about what you’re offering, but also how can you double down on the stuff that they love and just take away the stuff that doesn’t matter.

A great example of this is Blockbuster. They didn’t keep up with their audiences wants and desires. By not getting into streaming, they made it harder to connect with their audience because the audience wanted to stay home.

Just like with big box stores and Amazon, when people can get comfort and ease, they’re going to choose that.

The G in MAGIC is Great Storytelling. It’s where you’re looking at the quality expertise plus storytelling to create value. In episode one, my guest, Storytelling Coach Jessie Kate Bui, talked about two storytelling methods.

The first being the moral compass, and this is where we’re looking at things as black and white. The second was foggy mirror, and this storytelling method allows for there to be different moral compasses. With the moral compass, it’s one person’s sense of integrity and ethics that guides everyone. With foggy mirror, it’s everyone’s individual moral compass that plays into the story. And with compliance programs, what I’ve seen is that there is one standard of what’s ethical and what’s not, and we roll that out, but not understanding how does that fit and how is that received across your workforce? We’re also looking at the different power elements, like the established power, the foreign power. How do we message these things and where do bias and stereotypes come to play in? Are we able to understand how to really connect with your audience in a way in which they can really understand you?

Are we being black and white and engaging more in a monologue than engaging in a dialogue to understand from your audience what is it that they need.

Are you engaging with your workforce to tell a story that is very inclusive across your entire workforce? Jessie Kate had a great quote in episode one where she said, “Storytelling helps us change our minds and grow as people.”

And that is a great advantage for your compliance program where you look at how do you hook their interest and how do you connect with them effectively? How do you get them to even want to know about your program and your policies and procedures?

Jessie Kate used two great examples to explain the storytelling methods of moral compass and foggy mirror. With moral compass, she used the example of Star Wars and how in the movie it was very black and white. You’re good if you’re going with the Rebellion, you’re bad if you’re going with the Empire. There was really no in-between, and in order to be a good person, you really had to side with the Rebellion. And I asked her about Han Solo because he was the bad boy of the series.

But he chose “to do the right” thing by supporting the rebellion. There’s not really a lot of nuance there. But if you look at Game of Thrones, you have a lot of different moral compasses that are existing in that world.

And maybe there are people that you don’t really like that are doing a good thing for maybe selfish reasons, but what you’re looking at is people are complicated and how do you meet them where they are to explain the advantages of your ethics and compliance program. Some people may not understand that certain actions are deemed to be unethical, especially when you get into conflicts of interest because they’re looking at, “Well, if I know this person, I want to help them out, maybe help grow their business, or I want to help my family, why would this be deemed as a bad thing?” And it’s how do you message the program, the policies, and explain what the effects are of that.

The I in MAGIC stands for Imagination and Inspiration. I modified this to Innovation and Inclusion. This is where you’re looking at branding parts of your program and policies to make it stand out. You may have a mascot, logo or watermark, but whatever you have, it gives your program a look and feel that’s easily recognizable. You wanna use language to show them why this is important and why they should care. This information is what you’ve identified in your market research.

You also need to figure out and highlight your UVP your Unique Value Proposition. What does your compliance program bring to your company that provides you with a competitive advantage? How do you serve not only the company, but your employees in a unique way? You wanna make sure that you’re also addressing the feedback from your employee resource groups and your workplace community. If they’re raising issues and concerns, you need to ensure that you’re addressing that and circle back with them to talk about, this is the way in which we think we can effectively resolve some of the feedback that you’ve given us and talk that through to make sure that the resolution actually resolves the problem, and then assess how accessible your program and content are.

Use a variety of methods to communicate your program and to train on your policies and procedures.

So don’t just use online training or in person training where it’s just a monologue with you talking about each of the key points of your policies, but look at ways to make that interactive using Legos or facilitating workshops, using gamification, creating this fun environment where people are not just learning, but they’re also providing you with valuable information to help continuously improve your program.

You could also look at using your ERGs, your employee resource groups to beta test new policies and procedures or some messaging that you wanna put out. Is that messaging inclusive? Does it make sense? Is it having the desired impact and effect across all levels of your organization? Use a modality and entertainment style that works best for your environment. This could be developing infographics or fun and informative videos like maybe creating a Mission Possible game to where you make the participants agents that are solving some sort of issue that they would have to deal with in their day to day work lives.

Maybe it’s creating a podcast. One of my favorite podcasts is Therapy for Black Girls. In that podcast, they talk about a lot of timely topics, but they also connect it to pop culture and current TV shows. That’s something that you could do maybe with a podcast and you talk about compliance issues and current pop culture or maybe on Netflix talking about where you’re seeing some things come up. There’s a lot of great documentaries out on Netflix and Hulu.

How do you bring that in and insert compliance into what people are already talking about, meeting them where they are? Maybe you create a newsletter that you distribute on a regular basis, or ask to be included in the newsletter that your organization already does.

Think about also doing town halls or having this community time where people can get face time with you and feel like they connect with you. When people can put a face to a program, then they feel that sense of connection and you’re going to be able to create that emotional impact that we talked about in “M”, Make it Memorable. A great example of using innovation and inclusion is Fenty Beauty. The beauty market was already saturated with so many different makeup companies, but when Rhianna came out with Fenty Beauty and the 40 different shades of foundation. It really changed the game because she was so inclusive to skin tone and type that people felt that they were actually included and seen, and that’s what you want with your compliance program.

The final letter in MAGIC is C, Creating Synergy. Now I added in Clear Policies and Measurements. The focus of this is to make the whole work greater than just the pieces and the parts.

With synergy, we’re looking at how do you get in front of other audiences to ensure that there’s greater marketing of your program. So identify and engage your market partners, and this could be human resources, your DEI group, communications and marketing, health and safety, operations, finance, but partnering with them so that you can get your message out to their groups, but also that you can ensure that their messaging is getting out as well. This creates win-win, mutually beneficial messaging that helps raise the whole company as opposed to just working on your own in a silo.

In working with your market partners, it provides you with an opportunity to customize your messaging so that you are explaining the advantages of your program to that specific audience.

So if you’re looking at human resources, how does your compliance program and policies directly benefit them? What are some of the issues that they’ve brought up? How are you addressing them? How does it look like you’re working with them hand in hand versus dictating to them?

When I worked at Louis Berger, we partnered with health and safety because I noticed that in the environment in which we were operating, health and safety was always top of mind. So if you are in construction or manufacturing, health and safety is going to be number one because you wanna make sure that your workforce is acting in a safe manner when they’re on site.

So what I thought was why not partner with them so that when they’re talking about tips on health and safety, how can I add in some compliance tips there too? So they would have safety moments and we decided let’s add on and do compliance moments as well.

But one of the things was also how do we combine them together so that they understood it wasn’t separate, It wasn’t that it was health and safety and compliance.

How do you create synergistic messaging to where you’re talking about an overall theme, but people don’t see it as these different pieces? That’s where we’re getting into synergy, is that you wanna be able to message out one concept that may have different parts, but people don’t see that.

You also wanna make sure your policies and procedures are clear and simple. If you have complicated policies or long policies, your workforce aren’t gonna read those. How do you communicate what is expected of them in an easy way. You also wanna make sure that you create a set of key performance indicators or metrics to assess the effectiveness of your objectives and messaging.

How are you ensuring that your compliance program is actually getting the desired results? And then how are you messaging that out to your workforce on a regular basis? People wanna see that if you are expecting certain behavior from your workforce, how is that benefiting the workforce and how does that benefit them?

A great example of synergy is looking at Apple. Apple has the MacBooks iPads, the Apple Watch. All of their devices you can share across. And I found that regardless if I wanted to go to Android, I am so dependent on Apple because I wanna be able to pull my data from any of my devices.

And that’s the same that you should be thinking about with your compliance program, of how do you ensure that your compliance messaging gets out across all the communication channels in your business? How are you showing up everywhere to where there is no doubt that people are gonna know about your program?

And as you continue to expand your program and expand this brand that you’ve created, you have to think of also brand deposits and brand withdrawals. Hilary talked a lot about this, and she said with brand deposits, this is something that reinforces your mission and your purpose.

It keeps your messaging on track and it effectively engages with your workforce. These brand deposits should be something that enhance and benefit your program. Now, a brand withdrawal could be something that devalues your program. It’s not keeping up with what’s going on in the business, or it could be misaligned with the department’s purpose. A good example of this might be Peloton. Their mission is to use technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere at any time. So their brand deposits are using hashtags to create community, having instructors that are full of motivation and focus on how you feel rather than how you look, creating an inclusive environment where they have pre and postnatal classes. You can hide those if you get triggered. They have a Speak up series about race. They do rides to celebrate different cultures and different theme months. They’ve also added on instructors that are doing rides in other languages, such as Spanish and German. Another brand deposit that they’ve done is making fitness accessible for people with disabilities.

On the other hand, there have been some misses and they’ve had some brand withdrawals. An example of that is that 2019 Christmas commercial that was seen as very sexist. Then you had Peloton featured in the first episode of The Sex and the City reboot. And spoiler alert, Mr. Big died on the bike after having a heart attack during one of the classes.

This created a huge PR issue for Peloton because people assumed that the bike wasn’t safe. This was a brand withdrawal because it devalued the overall Peloton brand. And finally there is a collaboration between Peloton and Ashton Kucher as he trains for a marathon. Each week he invites certain guests to be part of his training program. One week he invited Kim Kardashian and that created a whole uproar because she’s been known to use surgery, and some would say unsafe methods in which to lose weight which goes against what Peloton wants to be known for, which is accepting yourself as you are and just being healthy and knowing that an athlete comes in all different shapes and sizes.

Some questions to ask yourself before you roll out a major initiative or campaign is, does it support your purpose and your mission as a group? Is it aligned with your group’s core values? And have you added too many things so now there is confusion or compliance fatigue.

So to recap some key points on how to use branding to intentionally and effectively connect your compliance department with your workforce in an inclusive and authentic way.

Number one. Embrace branding to increase visibility and cut through the noise. Number two, use the MAGIC formula to ensure that your messaging is inclusive and engaging. Remember, MAGIC stands for Make it Memorable Audience First, Great Storytelling, Inclusion and Innovation, and Creating Synergy and Clear Policies and Measurements.

And number three, when you’re looking at expanding your program and your brand, decide whether or not it is a brand deposit or a brand withdrawal. Is this initiative or message going to benefit your program in the long run? Or could it possibly devalue your program?

If you want to understand more about the impact and influence of storytelling, then check out episode one of The Ethintegrity Podcast with my guest Storytelling Coach, Jessie Kate Bui. If you want to understand more about the magic of inclusive branding, then listen to episode three of The Ethintegrity Podcast with my guest Branding Strategist, Hilary Hartling.

If you enjoy this episode, then please rate us on the podcast platform that you’re listening on. If you didn’t, that’s okay. Just go ahead and close out right now. Thanks again, and we’ll see you on the next episode.

Episode 3: The MAGIC of Inclusive Branding – Podcast Transcript

Speakers: Nichole Pitts (Host) and Hilary Hartling (Guest – Brand Strategist)

 

Nichole Pitts

Welcome to The Ethintegrity Podcast, Hilary. It’s so great to have you.

Hilary Hartling

Thank you for having me. I’m excited to be here.

Nichole Pitts

I’m excited for you to be here and to talk about branding and storytelling, and how we as entrepreneurs, even big businesses, how we do business more ethically and also include and enmesh DEI into what we’re doing, how it can be comfortable with the messaging that we’re putting out.

And as we evolve and grow, do our businesses really reflect our current values and what we’re doing? So I absolutely enjoy everything that you teach and you talk about. How did you get into branding and marketing?

Hilary Hartling

Yeah. You know, it’s funny. I chose business as a major in college because I wanted a career where I could make some good money and support myself and I just happened to fall in love with the marketing side of business because of the creativity. And because I just thought that was so much fun. And then I think the branding part of it came in when I started working at Disney because it was a very well-known, well-established global entertainment brand when I joined it.

And a lot of what we would have to do in marketing is to consider what the brand was and what the fans’ expectations were. So we always needed to figure how to meet expectations, but even more than that exceed them. And so I was just fascinated by the idea and the power that a brand held for people.

Nichole Pitts

Yeah. Mm-hmm, especially the happiest place on earth.

Hilary Hartling

The happiest place on earth. Yeah. That is definitely marketing for the parks. And depending on the day you decided if it was or not.

Nichole Pitts

So how did you end up working with Disney, especially on their film side?

 

Hilary Hartling

The story really starts with, I was unhappy in the first job I had out of college. I worked as an assistant media planner at an ad agency in Seattle, but I was working with companies like Silicon Graphics and Boeing, and I was putting insertion orders for print ads in magazines like Aviation Week and Space Technology.

And I didn’t care about any of it. I wasn’t interested in any of it. None of it lit me up. One day, I made a list and I said, okay, what do I love? Because you can market, you can brand, you can advertise anything. And movies always came up at the top of my list. So what I did is I decided to go to grad school at Emerson College in Boston had huge ties back to Hollywood.

And I got an internship at Dreamworks, the summer before I graduated. It’s when Dreamworks was five years old and it was the summer of ‘99. Which is crazy to think now was before the 2000s even. And, everyone from Dreamworks was kind of like the people who left Disney and they started their own studio.

So everyone knew the Disney people. And the thing they always said is like, “whatever you do just don’t work at Disney”, but everyone knew each other. So I ended up meeting a ton of people at Disney, making friends at Disney and my resume got passed around and I ended up there, but my goal had been the whole time in going to grad school is, I just wanna work at a major motion picture company in their marketing department in Los Angeles.

That was my goal. I kept that vision front and center and I made it happen. I hadn’t cared whether it would’ve been Disney, Dreamworks, Sony, Fox, or Paramount. I didn’t care. But once I was at Disney, I’m like, oh, wow, this is sort of like the cream of the crop. This is where you have not only the bigger umbrella brand, you have individual brands with every single film release, but you’re thinking about like – Nobody else says, “I’m gonna go see that new Universal picture this weekend” or “I’m gonna go see that new Warner Brothers flick”, but they say Disney and they say Pixar, and they say, Marvel.

And we were working with global brands. And so the branding piece of it really attracted me. And I was really good at doing it too. So that’s how I ended up at Disney. And ironically, the one industry book I read when I was in grad school was “Work in Progress” by Michael Eisner, who was the CEO of Disney at the time and he talked about synergy and I ended up becoming the Head of Synergy for the studio. So it was just very synchronous, I guess.

Nichole Pitts

Yeah. What‘s amazing is how great they do with their branding because I remember when Disney+ took the Star Wars franchise. And, you know, I love me some Star Wars. I was like “I’m always gonna think Lucas Films”, but with The Mandalorian, The Book of Bubba Fett, that is the one streaming service where I’m like, okay, that’s on Disney+. I watch a lot of streaming services and I’m like, is that on Hulu or Netflix? But with Disney+ it’s such a clear brand and they’ve done such a great job of even marketing within the different series to keep it going. So let’s talk about Disney’s successful brand strategy. You’ve talked about this M.A.G.I.C. Formula. What exactly is that?

Hilary Hartling

Yeah. So what I call the M.A.G.I.C. Formula is really my own take on just some of the things that I have seen over the 15 years that I work there that I think Disney does best to sort of not only take care of their brand but to expand their brand. So this is literally from my own experience. I think it’s all things that entrepreneurs can apply at any level of business as well. So M.A.G.I.C stands for five things. It’s “Make it Memorable”. That’s how you stand out. It’s how you become unique. It’s how you make fans. You have to make it memorable. The second one is “Audience First”. So always putting your audience first and knowing just like finger on the pulse. Knowing what they want, what they need, what they crave and almost being able to then extrapolate what they don’t know they want, what they don’t know they need & giving it to them. The third one is “Great Storytelling”. This is the entertainment business. This is Disney. This is Marvel. This is Pixar. And I just feel so grateful I got to work with some of the greatest storytellers in the world, working at Disney and I think great storytelling can be applied to any kind of business or brand.

Nichole Pitts

Yeah

 

Hilary Hartling

The fourth one is two-fold, it’s “Innovation and Imagination”. There are ways that Disney does that very, very well, but there are ways that you can do that for your own business. And then the fifth one is what Disney is very well known for and it’s “Creating Synergy”. So I just talked about synergy before and it’s really, how do you make the whole work greater than just the pieces and parts? It’s how you create win-win, mutually beneficial things that help raise the whole brand as opposed to just trying to work on your own in a silo. And it’s something that you can do in your own way in your business, depending on what stage you’re at.

Nichole Pitts

What would be an example of somebody or a company that’s used what you’ve termed this M.A.G.I.C. Formula in a great way?

 

Hilary Hartling

I’m gonna use Geico as an example. If you think of Geico, why do they have a gecko in all their commercials as their lead spokesperson? Well, number one, I’m sure what happened to start was people were mispronouncing Geico and calling it “gecko”. So instead of correcting people, they embraced and said, let’s just make a gecko our person. That’s just the face of our brand. And then it allowed them to create stories with this fun, cute, engaging gecko that people remember and it’s for car insurance. A seemingly boring topic becomes entertaining to attract the audience they want. So next time they think about, oh my gosh, I need renter’s insurance. I need car insurance, they’re probably gonna remember the freaking gecko.

Nichole Pitts

Oh, haven’t even thought about that.

 

Hilary Hartling

Yeah. And so that is a way to make it memorable. That is a way to add great storytelling. It is a way to create something from your imagination and innovate a topic, a brand, a subject that might not have that kind of interest. And so they’re doing something to speak to their audience in a fun, entertaining way. This is why I worked in movies for so long. It’s like when you can entertain an audience, inspire an audience, evoke an emotional response from an audience. They remember, they like it, they talk about it, they spread it. And so I think that’s probably a great example of someone who does it well.

 

Nichole Pitts

Yeah, that is a really great example. One of the things, when you were first talking about the M.A.G.I.C. Formula a few months ago, it was in terms of entrepreneurs and as you’re branding your business to get very clear on your ideal client and what you’re going to be doing and how you’re going to market. But also for people that are in-house that are heads of department.

So I think about ethics and compliance as they’re trying to brand their program and get their messaging out. I think that the M.A.G.I.C. Formula is great for that because as you said, you want it to be entertaining and memorable and people aren’t gonna remember all these laws and “Okay, I have to do this exact thing.” You just want them to know, “let me come back to you. There’s something that I shouldn’t be doing” and kind of the big things, but getting into it, you wanna make it entertaining enough to where people continue to come to you to ask questions and for more information.

Hilary Hartling

So whether you’re in a career and you’re positioning yourself within an organization, or if you’re starting a business and you’re like “Okay, let’s take a step back, let’s do a quarterly review. Let’s say how could we take our brand one step further and make it not only memorable but unforgettable for our audience. Let’s brainstorm some ideas and let’s try them out.”

Or if you’re thinking audience first. You might say “Are there new ways that we haven’t thought of to stay in touch with or listen to our audience better? Let’s list all the ways we might try right now. And let’s try those new ways. How can we truly listen to our audience and understand where they are, what they need, what they love best about what we’re offering, and how we can double down on all the stuff that they love and just take away all the stuff that doesn’t matter.”

Nichole Pitts

Yeah. Kind of sift through it. Oh, I love that.

 

Hilary Hartling

Yeah.

 

Nichole Pitts

So as you’re taking all this information in, what’s a key tip to keep your message on brand as you’re growing and expanding your business?

 

Hilary Hartling

When you’re expanding, I think it’s important to really evaluate what the purpose of the expansion is. So if you understand, I’m adding this new product or this new offer or this new revenue stream because it solves a specific need your audience has evolved into now needing or is now challenged with then you’re probably on the right track. The key to really keeping your messaging on track and on brand is that when you expand, you have to stay in touch with your audience’s needs. You can’t just say “Well, I wanna go here.” You have to make sure your audience really wants to go there with you. I’m a big believer that when you’re expanding a brand to understand, is this a brand deposit or is this a brand withdrawal?

A brand deposit is gonna reinforce what you are known for and what you do best for your audience. It’s gonna reinforce your mission. Your messaging is still on track because it puts them first. If it’s a brand withdrawal, it could potentially devalue your brand because you’re not keeping your finger on the pulse of what your audience needs. And you have to consider is this expansion ‘on brand’. I mean, that’s really the question you have to ask. “Does it support my purpose? Does it support my vision? Is it aligned with my values? Is it on mission?” Or am I evolving the brand so much it’s a completely different thing now? Those are the questions you have to ask yourself because brands will evolve. They never stay static. I have so many Disney examples of how they evolved and expanded their brand even while I was there. And some of the hard decisions that we had to look at and make were really interesting.

Nichole Pitts

Can you give me an example of one?

Hilary Hartling

Yeah. Yeah. One of ’em was, if you think about the Disney brand, what’s one of the first things you think of, you probably think family entertainment, right? It’s okay for the whole family. You turn on Disney+ you could sit your kids in front of that, you’d be fine with anything they watch on there. Right? Yeah. So one of the first questions we came up with was, as we were expanding the brand, we came across our first PG 13-rated Disney branded film. There was never a Disney film above PG. Because PG-13 means, “Hey, warning kids under 13 might not be appropriate.” So that was a big deal. It was Pirates of the Caribbean: Curse of the Black Pearl and we ended up moving forward. We decided PG-13 was okay for the Disney brand because we were trying to expand the Disney brand into a wider, more general audience.

There were still parts of it that were still okay for kids. I mean, it’s based on the theme park, right? For goodness sake, but there are some scary parts. There are some parts that you wouldn’t want on there. And one of my jobs was to promote these movies for kids on the Disney Channel. And so we ended up having to put warnings in front of our marketing material, just letting parents know that.

That’s just one of those decisions you say, is this gonna be a brand deposit where it’s gonna truly help us expand our brand and still be known for what we’re known for? Or is it a brand withdrawal where we decide, Nope, we can’t do it? We have to take out all these scenes to make it PG-rated.

They decided that PG-13 is fine. And they went forward. Hugely successful. There was another example where we decided no, it was a brand withdrawal. And that’s when we had a slew of sports films in the early 2000s. And because they were so successful (Miracle and Remember the Titans and TheRookie) and all these, like literally every sport, we ended up doing a movie for, but they were all like true inspirational sports stories based on these real people, these real amazing stories, these underdogs coming up and winning it all kind of thing.

And at one point we did so much marketing with ESPN who was an internal synergy partner. They’re part of the Walt Disney Company. We asked ourselves, would it be smart to also brand them as an ESPN film? And of course, ESPN wanted it, it would help expand their brand, but we ultimately decided no at the studio, because when you brand something ESPN, it’s automatically a sports movie.

Nichole Pitts

Yeah.

Hilary Hartling

And our biggest audience for inspirational, true sports stories was older females.

Nichole Pitts

Really?

 

Hilary Hartling

Because, yeah, because of the inspiration, because of the heart, because it’s not really a baseball movie, it’s about never giving up on your dreams. It’s about second chances. It’s about coming from behind. And women love that. so we thought it actually puts it too much in a box to be the biggest success we need it to be for a revenue driver at the studio. So we ultimately decided not to do that, but that would have been an example of we decided on a brand withdrawal for that one and so we can’t do it. We can’t move forward. It could devalue that film brand.

Nichole Pitts

Oh, those are great examples. So with Pirates of theCaribbean, when you said, okay, we’re gonna go ahead and do this. Did you receive any backlash for going ahead and going forward with expanding to PG-13?

Hilary Hartling

Yeah. I mean, I’m sure there was backlash. I don’t remember the specifics, but Disney movies always have backlash by the way. We would get notes from the Lama organization about the mistreatment of animals for the animated Emperor’s New Groove which had llamas in it. Like, what? So essentially, when you have a brand that big, there’s always a backlash, but there wasn’t a backlash big enough where we wouldn’t do it, where it was bad PR where it was something that didn’t make sense. We had warnings, like I said, in front of the kids-focused commercials and let parents know. So they were aware. It only ran at certain times, you know? So it wasn’t anything that would’ve made us rethink it.

Nichole Pitts

Yeah. That’s a great example. So today when I was looking at the news, I saw Cracker Barrel was getting a lot of backlash for adding in the Impossible breakfast meat, which basically is vegan.

 

Hilary Hartling

Oh

 

Nichole Pitts

Vegan sausage, I guess.

 

Hilary Hartling

They were getting backlash for adding that?

 

Nichole Pitts

Yes, because it’s “un-American” and I was just like, out of all the issues I have with Cracker Barrel, having a vegan substitute isn’t an issue. But it was one of those expanding their offerings and their brand. Yeah. And another one was the Honey Pot with the natural feminine hygiene product. And I look at this a lot of times when you have really small businesses that are making products at home, and then they ship them and you know, there’s a shelf life. And then when you want to grow as most companies do, you want to be where the money resides. Then, you have to change your formula if you’re going to sell it in big stores, like Target.

Hilary Hartling

You need to mass produce it.

Nichole Pitts

Exactly. Yeah. And so they ran into supply chain issues, as well as needing to add a preservative to extend the shelf life when it’s in Target. They had this very clear ideal client.

Yeah. And it was a loyal customer base. Some in that customer base were like, wait a minute. What’s this new ingredient that we hadn’t known about? And it’s a preservative and you market this as natural, and there was this huge backlash, this was back in May of 2022. And it was one of those where if she had gotten out in front of it and said, we’re going to add in this preservative to extend the shelf life and maybe have more, make it more accessible to more people. But also maybe have an alternative where you’re shipping the non-preservative. It made me think of Grace and Frankie with Frankie’s organic yam lube where she got into it with Brianna to mass produce it for Say Grace. And she put Palm oil in it. And that’s the first time I ever even heard about preservatives like that.

Hilary Hartling

Is it gonna devalue the brand? Like if you’re literally known for all natural all the time and that’s what your audience loves most about your product. I would probably rethink how could we expand in a way that was more aligned with who we are. And I don’t know the answer to that, but that’s the question I would’ve asked.

Or as you said, just from a PR and marketing and branding saying “Wow, we are all natural and all of our customers really support us in that. We wanna add one preservative. So we have the opportunity to be longer on shelves in a nationwide chain so that this is accessible to more women because that’s another one of our core values is serving as many women as possible.”

Something they could have gotten down in front of that like you said, but yeah, it’s hard when, if there’s ever anything that you feel like you’re hiding, it’s always gonna come out.

Nichole Pitts

Right. You can’t keep anything a secret.

Hilary Hartling

No people will find out. With social media these days, it’s just like, it can just tumbleweed. Right? So, yep.

Nichole Pitts

So many internet detectives and you say something, then they’ll go back 10 years on Twitter and be like, screenshot it, “this you?”, and you’re like, it was. What are some of the key lessons that you learned during your time at Disney that helped you evolve into this successful businesswoman that runs this, agency for branding strategy for modern entrepreneurs?

Hilary Hartling

That’s a great question. I would say one would be, setting a bar for excellence and it’s oftentimes a personal bar. I would say leaning into what you do best. So really embracing your key strengths and what are people coming to you for all the time? And really leaning there. Focusing on growing synergistic relationships, because that really can help boost your brand and boost your business. And then ultimately what I did every single day is it’s not just about selling it’s about getting creative. So instead of a straight commercial, a TV ad, how do you treat marketing as entertainment itself? That’s something I learned. So if you think about marketing your business, let’s go back to the gecko, right? It’s like, okay. They made that entertainment. Not just a regular boring TV commercial about “if you ever need car insurance, please call Geico.” It’s not what they do.

I’m sure I learned a ton about leadership as well. Things I did well. Things I did awful. How to prioritize self-care, which I didn’t do. Self-care and boundaries is something that I didn’t do well when I was at Disney. And I’ve learned to do better as an entrepreneur because you don’t wanna keep repeating the same mistakes. So, yeah. There’s oh, there’s so much I learned from Disney, honestly.

Nichole Pitts

You talked about growing these synergistic relationships. Can you give an example of that?

Hilary Hartling

Yeah. So as an entrepreneur, you would wanna look for peers in your industry potentially who are not competitive, but complementary to say, like, how can we grow a partnership together, a relationship together to help each other? So where are those mutual win-wins where everybody raises up? Because you are getting in front of their audience. They’re getting in front of your audience. It’s things like that. It’s really identifying the people and, or other businesses and brands who could create synergy with you, where it makes sense to partner together on certain things to boost each other equally.

Nichole Pitts

That’s a really great example. How do we use these lessons as well as the M.A.G.I.C. Formula to effectively brand ourselves? So that we’re more visible, both as entrepreneurs, but also just maybe as employees in the workplace?

Hilary Hartling

Yeah. I love that question. I mean, honestly, one of the lessons that I talked about was leaning into what you do best, right? If you know what you are uniquely known for, that becomes the thing that carves out your niche that helps you create sort of your UVP, your unique value proposition that sets you apart and has you stand out. I think anytime you can brand something or niche something to say like, “Hey, oh yeah, I do marketing for Disney, but actually I do marketing in a synergistic way, working with all the partners of the company to…”. That’s a niched version of what I do. It’s a specialty. It’s how do you specialize if you’re in an organization and then if you’re your own business, your own brand it’s, this is the unique part of how you position yourself to stand out among a sea of competition and why you’re different and who that difference is meant for cuz that’s for a niche audience as well.

Nichole Pitts

How do we effectively use branding to tell an authentic story that effectively connects with our intended audience and our ideal client?

Hilary Hartling

Branding, in general, to me is delivering this intentional experience to make your audience feel something and then have them choose you as their top choice. Branding helps you really identify that feeling you want your audience to have, and there’s no better way than evoking emotion than storytelling. And I think storytelling is a broad term, right? You really need to know your audience so well so that you can choose the best, most authentic story so that it does resonate. It can’t sound like everybody else’s, it can’t be made up. it’s either a story about you or it’s a story about your ideal client. Yeah. Right. It’s something that’s gonna resonate and tap into their needs and wants. So authentic storytelling is one of the best parts of branding because that is the thing that makes you memorable.

Nichole Pitts

Yeah. We were talking before the podcast started about how I just watched the Victoria’s Secret: Angel and Demons documentary. Yes. And I didn’t realize that Victoria’s Secret had been a mail order business owned by a couple, and then Les Wexner the chairman and CEO of L Brands had purchased it. But they also created this story about Victoria being an English maiden with a British father who was in the aristocracy & a French mother. And it was this whole thing and it worked for them up until a point in 2000. Then they had to move it into let’s be super sexy.

And having these supermodels that had bodies that most of us didn’t have, of course, but looking at the ups and downs from that was really interesting just on their storytelling journey. And you think about even the brands that have these cult-like followings. Like Tesla, Apple, and another documentary that I watched last week. I love TV, apparently.

Hilary Hartling

I actually do too. So I’m surprised that I haven’t watched all these quite yet, but it’s just because I have a little human running around here. And you know, we’re not watching everything with her in the room yet.

Nichole Pitts

I watched the WeWork documentary. Also, on Hulu, there is a movie WeCrashwith Jared Leto and Anne Hathaway playing the two characters. But what was interesting about WeWork is I only knew about WeWork when I lived in London and I was looking for office space. So it wasn’t the cult-like thing it was in the U.S. But listening to it, it’s almost like Geico in a way where the business model itself is pretty boring. I mean, you’re leasing property and then subdividing it. But their whole brand story was about this communal space where you’re connecting with others.

Hilary Hartling

And it’s the benefits versus the features.

 

Nichole Pitts

Yes. And it just became this whole cult, but they were having weekends away, it was like Fyre festival done right. All these different things, but then it became mandatory and it was just interesting to see how they went from a $47 billion company to nothing. And just really losing so much value. But looking at the brand story and then as they grew and moved in different ways, it was getting away from those core values. Even what they stood for.

Hilary Hartling

Yeah. You have to stay true to what you wanna be known for and what you stand for in your values. I mean, even look at Blockbuster.

Nichole Pitts

Oh yeah.

Hilary Hartling

What? I mean, how many times have we used it as an example? But they should be the Netflix of today. They should be. But they just didn’t move with their customer. They didn’t believe that this would no longer be a thing where people would go on a Friday night to the video store to pick out their video and then have to put it in the rewind machine to rewind it before they returned it. Like, what the heck?

Nichole Pitts

Yeah. Yeah. It’s almost like Amazon and big box stores as well, which I think has had a major impact when you looked at these major brands that if they didn’t get into really the online piece of it then they’ve lost market share.

Hilary Hartling

They’re losing out. Yeah.

Nichole Pitts

And especially during the pandemic, when people weren’t going to the mall.

Hilary Hartling

That’s right.

Nichole Pitts

It just became, you could get your items quicker. You could return. I rarely go to the mall now I order everything pretty much online.

Hilary Hartling

I do too.

Nichole Pitts

Um yeah, it’s just convenience, but to your point of how do you pivot with that? And thinking about also with our branding, how do we ensure that our branding is inclusive and not exclusive?

Hilary Hartling

I love this question actually, but I would say where it starts is identifying ideal clients because in my branding I talk a lot about demographics versus psychographics and I’m not a fan of creating an avatar for your business cause I think that is exclusive. I think an avatar is having you picture what that person is gonna look like. And they’re really focusing on, “Okay. They live in the suburbs. Do they have a family? Do they have kids? How much education do they have? What’s their salary?” It’s all the demographics, which are the outward descriptors of a person.

You can’t just have one singular type of person mm-hmm as your ideal client. That’s why I always focus on psychographics cuz it’s your internal motivations that can go across any, right? This can be from any gender, from any sexual orientation, from any race, you can still have those internal motivations of why they’re excited to achieve this specific goal.

What they’re currently challenged with what their dreams are that they wanna achieve? It’s those things that can connect you to an audience in a more inclusive way.

Nichole Pitts

You see that a lot with fashion. There was this great quote from Robin Givhan. She’s an American fashion editor for the Washington Post and she’s also a Pulitzer Prize-winning author. But in the Abercrombie and Fitch documentary, she said “The fundamental idea is that fashion is selling us belonging, confidence, cool, and sex appeal. In many ways, the very last thing that it’s selling is actual garments.”

Hilary Hartling

It’s interesting. Yeah.

Nichole Pitts

Benjamin O’Keefe was saying about Abercrombie and Fitch is that “People like the brand because exclusion is part of our society.” Abercrombie and Fitch had an exclusionary type of brand. People, especially those that have been marginalized want to get that like that gives them some credibility.

Really looking at how do you take this to that next level and how they would get very pigeonholed in one ideal client, that when Rihanna came along with Savage Fenty and her all-inclusive body type line and even Fenty Beauty with her 40 different shades of foundation. These were very saturated markets, but she took that inclusive approach before anybody was really talking about inclusivity.

Hilary Hartling

So because a standout, yeah.

Nichole Pitts

Yes. This is a multi-billionaire and it was just one of those where you think you don’t realize that you’re being excluded until you start to be included. That’s what I thought. Cuz I was most {inaudible}.

Hilary Hartling

That’s such a good way of positioning. And here’s the thing is like every brand is trying to do the thing to stand out and be successful, but they also have to evolve with the times they have to be relevant with the current conversation.

It’s like the Blockbuster conversation. Right? They stopped being relevant with the times and so they went away. Inclusivity is such an important thing that consumers are savvy, they don’t just like blindly follow brands anymore. Right? They are looking into, “What do you stand for? What are your values? Are you actually holding up and operating in that way? Are you actually sustainable? Are we actually helping save the planet?” Whatever it is they wanna know because those are the brands that they’re gonna choose to follow and spend their money on.

And they don’t wanna spend money in places that don’t align with their values. That is the current consumer of today so if you’re not on board with doing business that way, then you’re gonna be left behind. And the way to do business that way is to really establish and develop a brand strategy.

Nichole Pitts

Think about also people that want to use their voice with social media, as you said, with these core values, but how even the model industry has changed when you have these influencers like a Gigi or Bella Hadid or a Kendall Jenner who did modeling for Victoria Secret and then when #MeToo happened and they weren’t tied to this company where they’re reporting issues of sexual harassment and it’s falling on deaf ears. They have their own independent platform, so it doesn’t affect their livelihood. And to your point, it’s that I always, when I was in-house and even as I train now, I always look at what the values are of those companies.

And it’s part of my training of how many people know what this company stands for. And even with their Code of Conduct, I’m like this tells you what the company expects of you, but also what you can expect from the company. And sometimes we don’t think about that, that they owe us a duty of care as well.

Right. And are you standing behind this and do you hold them accountable or is it performative? That’s where the rubber meets the road for me is this performative action that some companies will do, like when they did the black box or they’ll put out their statement and you don’t really hear anything. And it’s like, well, what progress have you made?

 

Hilary Hartling

Yeah. What are you actually doing?

Nichole Pitts

Exactly. I think that gets into brand love language and how you connect with your audience. It’s how do we embrace our unique skills and the way that we message to really connect with them, but also ensure that we’re being as transparent and authentic as possible. Can you give a high level of what you mean by using your brand love language with your business?

Hilary Hartling

Using your brand love language is literally like how you can best woo your audience. It’s going back to understanding who you’re talking to so well that you’re using the modality and the entertainment style that’s gonna work best for that audience. So it can be everything from words of inspiration, to storytelling, to really leaning into quality expertise or community time because that’s what people crave. But I think in terms of talking about your unique set of skills and how to communicate that to me, it’s branding again.

So if you know what’s unique and sets you apart, brand that. Brand your process. Because I would say if you brand your process and you communicate that to your audience, that instantly and naming something is powerful, number one, it automatically makes it more important and it automatically makes you more memorable and stand out above the competition.

Right? Let’s say there’s a brand photographer and she simply says,hire me because I can get you great professional photos to promote your brand.” Okay, great. Versus a brand photographer who says something like “I have a proprietary three-step brand story technique in how I’m gonna help female entrepreneurs tell their authentic story to attract their best audience and it starts with 1) helping you identify your unique brand story. 2) finding the location and poses and wardrobe that will communicate that to your audience. And 3) giving you a specific ‘for you only formula’ to give you the content you need to spread across your desired platforms, where your audience is hanging out.” Like which one are you gonna hire?

Nichole Pitts

Yeah. And can I say, I love how you just come up with these things off the top of your head because you do this all the time and I’m like, I can barely come up with something for myself.

Hilary Hartling

Just how my brain works. Right? But that is, I think one of the best ways to communicate and woo your audience, and that can be a version of quality expertise and storytelling put together. Branding your process, naming it, giving it some power and meaning and value.

Nichole Pitts

So what are three things businesses should do when there is a marketing mistake?

Hilary Hartling

I think there are probably a lot of different kinds of marketing mistakes and different remedies for them. I would say in general, If there was like a mistake in your marketing and you were launching something, product service, whatever it is. And the launch didn’t go as planned, you had to do something different or it just was unsuccessful. The three things that I would do immediately is one there’s a postmortem on the project so that, you know what actually did work and what didn’t work so we know that moving forward. I would also evaluate are you zeroed in on the right target audience. Or is the offer not right for your audience?

Does that make sense? Is it the right audience is the right offer for this audience? Like maybe you have a misstep somewhere where you’re not actually putting out the right thing for the right people. and then the third thing is, if you really do think you have the right people, then I would be doing market research immediately with that target audience, again, to find out more. Because you are, when something is unsuccessful with marketing or there’s a marketing mistake and something doesn’t do what you want it to do. It means you’re not communicating the value properly and you need to check in with the audience to see what do they actually want. What’s actually gonna resonate with them? But there are also PR mistakes too, which would be a completely different kind of scenario.

So that would be just like, oh, it didn’t work. Let’s reevaluate why that is and dig in. And then I would say as kind of a bonus, the next time you go to launch something, you could do a beta launch, right? You could do a beta launch where you say I’m gonna actually discount this because I’m still kind of figuring out and retooling how this is going to be delivered once it’s full price. And “Hey, you can get in now for this discounted price so I can get your feedback.” And then the next time you launch it, you have either improved it based on that feedback or you have testimonials of great results depending on what we’re talking about that you can use in the marketing for the next full-price launch.

 

Nichole Pitts

Yeah. That’s a really good example and suggestion.

 

Hilary Hartling

Yeah. There’s no shame in beta. That’s how a lot of people can really start and grow a business. Start with a beta just to attract the right people and get that experience under your belt, get some results for some of the clients that you know you wanna help, and then you can go on and do it like the full press.

Nichole Pitts

Yeah. That makes a lot of sense. So what are some of the biggest challenges that you see businesses facing right now? And what tips would you give them to handle that successfully?

Hilary Hartling

I would say one of the biggest challenges is always just breaking through the noise and the clutter and standing out. There’s so much competing for an audience’s attention, that’s even beyond your own industry. So you just have to consider where is their time and attention being spent. So sort of breaking through the noise. I would say one thing. And then the other thing I think is how to create a more personal touch in this sea of online businesses we now have that are a little bit more automated and a little bit more impersonal and I think branding can help with both of those.

So it can be creating that story for your brand to be more memorable in the first case or in the second case, it’s really how do you form personal relationships with your audience. I remember Amy Porterfield, who’s a big online entrepreneur. She’s got a team she makes multimillion dollars a year.

She’s great at what she does. And you might think if you get an answer in the DMs on Instagram, that it’s someone from her team and maybe sometimes it is, but she goes in every once in a while and she does a personal voice note back to you, or she does a video back to you. Oh. And you’re automatically bought in. You’re like she cares enough to take the time out of I’m sure the thousands of DMs she gets to send me back a personal note. That’s amazing. So it’s coming up with those ways to personalize your business, even more, to make your customer feels special.

Nichole Pitts

Oh, I love that. I really do love that. so rapid-fire questions.

Hilary Hartling

Okay.

 

Nichole Pitts

What was your favorite movie project that you worked on at Disney?

 

Hilary Hartling

You know, it’s so hard to pick a baby. I’ve worked on over 250 movies.

 

Nichole Pitts

Oh, wow.

 

Hilary Hartling

The favorite ones are the ones that have a personal meaning attached to them so I would say one of my favorite projects that I worked on was PearlHarbor. It was a Jerry Bruckheimer movie directed by Michael Bay. Because my grandpa was at Pearl Harbor and survived. My dad worked at Hickham Air Force base. I grew up in Hawaii. And so we did the press junket & premiere on top of a working aircraft carrier sitting on Pearl Harbor. And it was just probably the hardest, one of the hardest times I’ve ever worked.

I did so much, we were doing like, um, unique specials on the History Channel. I was like any cable network that made sense. I was like in charge of getting content and shooting content and doing custom intros and outros and hosts and all this stuff. And it was just so much work, but it was so much fun.

And I also got to invite my parents at the last minute to the premier. Um, so it was just this like full circle. Amazing. Kind of moment so that I loved, I also loved just like, so people might not recognize this as a Disney project, cuz we used to have the Touchstone film banner  but like, um, Sweet Home Alabama and Under the TuscanSun.These are movies that I worked on and, and absolutely love just because of the kinds of movies that I like to watch. So those are fun projects to work on too. But I also loved all the true sports stories because I got to meet all the real guys, right? Like the U.S. Olympic hockey team who beat Russia in 1980-whatever.

And we did the movie Miracle. Like I met all the guys, the goal, he made me a jersey, like it was so cool too. See, like what they did and how that’s carried through their life and the meaning it had now when the movie was being released, it was just, yeah, there’s just some cool things you get to do when you, when you work in the movie business well, and there’s such much, uh, you have that personal touch with it since, you know, you did get to meet them and all of that.So that’s nice.

 

Nichole Pitts

And with Pearl Harbor, since you grew up in Hawaii, then I know, I know that was probably nice too.

 

Hilary Hartling

It was really cool. It was really cool to kind of, uh, be, have my dream job, but also then be back in Hawaii working and doing something with it was really kind of a cool yeah. A cool thing to experience for sure.

Nichole Pitts

If you could be remembered for one thing, what would you want that to be?

Hilary Hartling

Inspiring people to find their purpose and go for it?

Nichole Pitts

If you could go back and give 18-year-old Hilary, a piece of advice on something that you learned along the way to make her life a little easier, what would you give her?

Hilary Hartling

I don’t know if I would believe it if I heard it, but I would probably say something like there’s no rush. You are always supported. You don’t always have to have all the answers and you can just simply trust that everything is unfolding as it’s meant to and you can always create momentum by pursuing whatever lights you up.

 

Nichole Pitts

That’s great. Whatever lights you up. Ah, I’m gonna write this down.

 

Hilary Hartling

I mean, honestly, That’s good at 18, but I should write that down to you because that’s probably good for me to remind myself. That’s a little mantra. Yeah. Oh, that’s a good one.

 

Nichole Pitts

What Enneagram type are you?

 

Hilary Hartling

Okay. So here, this is a funny answer. So, um, when I did take the test, I was a three achiever but it was also corporate Hilary. So I think since then, it’s been seven years since I’ve been in a corporate position. I think if I took it now, it’d probably be different.

 

Nichole Pitts

Really?

 

Hilary Hartling

I do. I think it’d be different. I still like to achieve things, but I’m. I’m more in touch with sort of my feminine energy and feminine power, as opposed to the masculine, like driven goal set, like get the results that I was in back in that corporate role. So I have a feeling it might be different now. I’m not sure. I’d have to take it again. Oh, well you have to let me know, like, what are you, Nichole?

Nichole Pitts

I’m a three and I have tried to game this test. I am firmly in three and I was like, well, I’m gonna own it.

Hilary Hartling

I mean, maybe I still am. Who knows? Maybe I still am. I just have a feeling I might not be. I don’t know. Yeah. Well, to see. Yeah.

Nichole Pitts

Do you consider yourself an introvert or an extrovert?

Hilary Hartling

People might be surprised because I’m very socially outgoing, but I would say I’m an introvert because I think of it as an energetic thing. Right? I know that in order to reboot my energy, I need alone time.

Nichole Pitts

Yeah. Yeah. Yeah. I totally agree with that. Cuz people will be like, you’re just so social, but I need time away from everybody and don’t call me, don’t text me just time to recharge. So yeah, I completely understand that. You talked before about self-care. So what self-care routine do you use to recharge to make sure that your energy’s up and that you’re in the great place to be as creative as you are?

 

Hilary Hartling

Oh, I have so many answers for this! Meditation and journaling with my Reiki turned on is one of my go-to’s. Pulling cards for messages and answers and also, making my regular appointments for my energy tune-ups with my energy coaches and masters that do all different kinds of energy work.

Nichole Pitts

I love that too. I mean this year I’ve started a lot with the energy piece and really getting the energy cleared and grounding myself. All of that I found has really helped with stress.

Hilary Hartling

What I’m doing right now is I’m on a month-long vacation in August when we’re recording this and every morning I’m swimming in my pool.

Nichole Pitts

I love that you have a pool that you can just get out there. Cuz water is so healing, I feel.

Hilary Hartling

It’s funny. I moved from the ocean view right next to the ocean in Southern California to Tucson, Arizona, which is obviously the desert. Thankfully I have a pool. But yeah, I require water. So, wherever I am, I will make sure I have water.

Nichole Pitts

What do DEI and ethics mean to you?

Hilary Hartling

When I think about ethics, I would probably compare it to core values for a brand. I think of those as like the driving principles that really help give you the guidelines for how to behave and operate with integrity and for how you wanna be known.

So I think of ethics and core values a little bit the same mm-hmm for diversity, equity, and inclusion. I think it’s really leveling the playing field so everybody has the same opportunities to pursue their dreams. And then there are so many nuances that go with doing DEI work. It includes messaging in how you’re communicating, which is what I think about as a brand strategist.

It includes strategy. It’s being inclusive with everything that you’re doing. And sometimes because we all have our own lenses, we don’t understand if we’re being as inclusive as we can be. And I think it’s like talking to someone like you is a DEI and ethics specialist is such a great resource to have.

Nichole Pitts

It’s almost like what you said before about keeping your finger on the pulse of what’s going on. Yeah. Because things move so rapidly. Yeah. And we all make mistakes and we’re going to make mistakes, but it really is how do we come back from that? So you think about Beyonce and Lizzo and how they handled the word “spaz” that was in their songs. That, wasn’t something that I was aware of because that’s not my lived experience, but they took that and I love the way that Lizzo said, I hear you and I have my lived experience and I need to be understanding and it wasn’t arguing back and forth. It was well, that’s the thing I was gonna say. It’s like, it’s not being defensive. It’s not defending the word. It’s not defending the thing. People are having a problem with it. Cause if people are having a problem with it, people are having a problem with it. And it’s valid, bold. I always say that if we can hold space for others and their ideas, then that is a huge step forward. And just leveling that playing field and ensuring that we hear each other and that we grow from that.

Hilary Hartling

Yeah. It’s not just one way. Right. It’s never just one way. There are so many different perspectives that you might not even have. So listening is one of the best ways.

Nichole Pitts

Yeah. Yeah. So is there a question that I didn’t ask that you wish I had?

Hilary Hartling

Hmm, you asked so many good ones, Nichole. I mean, you know what I would say because it’s what I’m thinking about and working on right now, I would ask myself, what are you excited about in the evolution of your own personal brand right now? And the answer would be, I think, figuring out how to add more of my spirituality, energy Reiki to my business as one. And then the second one being writing my first book.

Nichole Pitts

How exciting.

 

Hilary Hartling

Yeah. Yeah. So you have, I like to follow my excitement. So if someone asks me about what I’m excited about, I love answering that question.

Nichole Pitts

Oh, that’s so great. I’m excited for you.

Hilary Hartling

Thank you.

 

Nichole Pitts

Where can listeners find you online?

Hilary Hartling

My website is the best place to gohilaryhartling.com. It’s Hilary with one L. That’s how you learn about what I do and how you might work with me. If you wanna just connect with me and say “hello”, I hang out most in the DMs over on Instagram, which is @HilaryHartling.

Nichole Pitts

Perfect. I will link all that with the episode. And thank you so much, Hilary, for joining me in this episode, I feel like it was such a great discussion and I continue to learn things from you. So thank you so so much. And for everybody, if you enjoyed this episode, then please go and hit “Like”, if you didn’t just close right on out of this, don’t do anything else. Just go on about your business. We’ll see you on the next episode of The Ethintegrity Podcast.

 

End of episode.

Episode 2: Slaying the Imposter Syndrome Dragon – Podcast Transcript

Speakers: Nichole Pitts (Host), Jessie Kate Bui (Guest — Storytelling Coach)

 

Nichole Pitts
Welcome back, Jessie Kate, to The Ethintegrity Podcast. I’m excited to continue our conversation about storytelling. In our last episode, you helped us to understand the foundation of storytelling from the power dynamics and those four elements, as well as the two types of stories from foggy mirror to the moral compass, and then how that impacts our biases with the stereotypes, to really understand how society and, family and structure impact how we view ourselves.
In this episode, I want to talk about how we take those learnings and apply them to ourselves and our own story and narratives so that we can show up a bit more authentic and transparent. And by making space for our own selves and our own shadow sides, we’re able to make space for others.
So you and I have had a lot of conversations just about storytelling, and I’ve seen you in action. The great thing about Jessie Kate is that she takes detailed information and then just pulls the thread. We always talk about you deconstructing and that’s kind of become our little, inside joke. It is where you can almost do like a data dump.
And then your mind just kind of pulls at the common threads. That’s what I really wanna get into is how do we use the lessons learned from our traditional storytelling to tell our own story in an authentic way?
Jessie Kate
Yeah. I think an example, sort of bridging this idea of like the fictional into how we impact our lives.
In Back To The Future III, we take Marty McFly, our time traveler adventurer, and we send him back into the past. He is in, I think it’s like 1880 or something like that and he comes into this space with an outfit of what he thought would be appropriate. What they were their best guest, right? It’s Doc from the fifties, he essentially dresses up with like a cowboy outfit even has like atomic symbols on it. It’s very fifties interpretation of cowboy culture. It’s very funny but while he’s wearing this outfit, he’s powerless in the narrative. He doesn’t actually align with this time and place. He doesn’t align with this world. He’s not able to impact it because he’s so clearly, out of sync. And then later in the story, he gets the correct look, he starts to actually wear something that looks of the time and place, and that’s when he’s able to have impact on his world. Because he’s aligned and I think what we can draw from this analogy is that when we have a belief about ourselves, when we are wearing our sort of metaphorical 1950s, atomic cowboy wear that isn’t actually aligned with what we believe, what is true about ourselves.
What we believe about ourselves in the world, we feel powerless. We’re running into walls over and over again. That’s the imposter syndrome sometimes. That’s the limiting beliefs. But when we can align with what story we actually are telling ourselves, want a story that is true that isn’t overly limiting or inaccurate and holding us back, we can make power. We can have power to change our reality to create relationships that are healthier, to have job opportunities, you know, manifest opportunities that we otherwise would be, unconsciously stopping ourselves from happening.
And so a big part of understanding how we take from story is to take those kinds of analogies. Maybe we need to align with our truth in order to change the world, to be the hero of our story.
Nichole Pitts
I love that. And I love the analogy with Back To The Future III, cuz I haven’t even thought to put that together. It really is about alignment, and I love what you said about connecting it back to limiting beliefs and imposter syndrome, cuz that’s exactly what came through my head. I’m wondering if you feel like it’s very common in your view with your work that you see that most of us tend to not really be the hero of our story because of the limiting beliefs that we have.
And we look more at the shadow and the flat sides of us instead of empowering ourselves to really look at ourselves as being the hero and overcoming that and we’ve created a narrative that doesn’t support us, but maybe oppresses us or keeps us from going and living in our fullest light. Does that sense?
Jessie Kate Bui
That totally makes sense is actually makes me think of like the tropes that we see so often where it’s trying to push against the rock or the wall, and then they realize, oh, I can walk around the side, right? And those are those limiting beliefs. They aren’t true so they have ways to get around them. If we step back, we notice that. I do notice that with my clients, with myself, that’s how I definitely came onto these insights.
That we are constructing narrative, whether or not we think we are. And is our narrative that we are supporting characters to someone else? Is our narrative that we are never enough? And so obviously the world will be hard.
Nichole Pitts
Yeah.
Jessie Kate Bui
Like I think I ran into that quite a lot with the amount of imposter syndrome I felt about design. Parts of it had to do with not understanding how to construct design from narrative.
Nichole Pitts
Mm-hmm
Jessie Kate Bui
But I think another thing is this idea that what I have currently in my arsenal in this day, this minute, this moment is not enough and so everything I’m doing is trying to trick people into thinking I’m enough.
Nichole Pitts
Yeah.
Jessie Kate Bui
And once you let go of that and say, okay, who I am is all I can be. You can accept that you can reframe those narratives and say, it doesn’t mean I have to accept “Well, I just feel worthless. So now just accept that I have no worth.” It’s not that. It’s recognizing that that worthlessness narrative was given to you from somewhere outside of yourself. And now you have a choice. To agree with it or to reframe it. So you can then walk around the fence, walk around the rock or realize that maybe you’re fighting a battle that isn’t your battle. It’s somebody else’s battle that you feel like you may be inherited.
Nichole Pitts
Yeah. Or taking on someone else’s view of themselves that they have maybe put onto you that has nothing to do with you, but you’ve subscribed to it.
Jessie Kate Bui
Yes.
Nichole Pitts
We’ve had a lot of conversations just about being entrepreneurs and business owners and how we are constantly managing imposter syndrome and really working through these different narratives that I know I wasn’t personally aware of until there was nothing for me to hide behind. There was no big company brand.
Jessie Kate Bui
Right. It’s very exposing.
Nichole Pitts
Yeah. So if it goes wrong, I can’t be like, “Well, Billy who’s my nemesis and the villain. He did it.” And they’re like “Who is Billy?” And I might have to just put Billy on the website and be like, “If anything goes wrong, it’s Billy.”
Jessie Kate Bui
He’s part of my team, but that’s his fault.
Nichole Pitts
Exactly. But you get so focused. Like for me, it was on subject matter expertise and yeah, I’m good at that. But then it was, yeah, you have to run your business, you have to do the marketing.
Jessie Kate Bui
I think this is a big part of boundaries. And recognizing that I am enough.
Nichole Pitts
Yeah. I completely agree. And I think it’s also when you’re working for someone else you’re working for other companies, it’s very prescriptive and there’s systems and policies in place to tell you do it like this, but when you’re doing your own thing, then you have to create that. It’s taking the training wheels off is what I found. There’s all this possibility. And when you’re creating your narrative to really empower yourself, instead of being like, why I don’t have to know it all cause there’s plenty of people that you can go to, to partner with, but it does feel very overwhelming because you’re really defining who you are and it requires a different level of vulnerability. I commend people that show up as their authentic selves and that really display a bit of vulnerability because those are the people that I find that I connect. They’ve shared what they’ve overcome. But also what they’re still struggling with. And I love that. So, what I wanted to ask you was what are some of the key elements that we should have when we’re writing our story that we wanna maybe share in our bio, on our website, or maybe the “about us” on LinkedIn so that it makes us more authentic where we can connect people on more of that soul level?
Jessie Kate Bui
I think the simple way, of the different tools that I have, that’s a simple tool that I think I might start with and that’s identifying the limiting belief that was holding you back.
Like Nichole said, you know, sometimes people have to kind of download the information, whether you’re talking to someone like me or you’re journaling it out or however you’re doing it to kind of filter down. But what you’re searching for are these like three tent poles or major moments. And those would be your limiting belief, the lie you were telling yourself before you were able to kind of come onto whatever business idea or void that you’re feeling. The truth that is the now the new narrative that you’re telling yourself, this is how we solve the problem. This is how we treat people, whatever it is that aligns with your business.
And then the aha moment, that moment where it shifted, what was the big paradoxical thought that you had to realize in order to access that truth. So as an example, you might have something like your lie is that vulnerability is a weakness. We’re talking about vulnerability, authenticity, transparency, right?
So let’s use that one. So maybe vulnerability is a weakness is the lie. And so you go about your life, hiding your vulnerability, like, that’s going to lose me business. That’s going to lose me sales or leads.
And then you have this aha moment. That is what if vulnerability can lead to power? Like, wait, what, what if this weak word could lead to a powerful word that doesn’t go together. That’s paradoxical. That is many sense. But you allow yourself to entertain it long enough to play it out. And then you realize vulnerability can be a source of strength. I can protect people by being vulnerable.
I can advocate for people by being vulnerable. I can nurture trust or transparency or truth by being vulnerable. And truth is powerful, but truth requires vulnerability and all the pieces start to come together. If you can have those three moments, your lie, your truth, and your little twisty aha moment, then those are very minimal pieces of information that you can sprinkle into your bio.
So you can say something from that state where we were struggling, that’s oftentimes the pain point they would say in business, the limiting belief can be equivalent to the pain point. How did I find this by turning this on its head? Now we are so curious.
I wanna know how she figured out that vulnerability could be strong. That doesn’t make sense to me. I have to watch the webinar. I have to see the post. I need to know because it’s hopeful to hear that kind of thing. What if the thing that I think is holding me back, might actually be empowering?
I want to know how that’s possible. I’m now invested in finding out how you got to that point. It’s the same thing that happens in a fictional story. You propose an idea that we think how in the world are they going to overcome that villain, achieve that goal with that limitation that’s so inherent to them. And then we find out how they reframed their limitation to access it. It’s hopeful.
Nichole Pitts
Also understanding that sometimes I feel like for me, it was shifting mindsets from trying to appeal to everyone.  To just the people that can connect with me based upon who I really am. I think that’s where we have a bit of a problem with vulnerability because it does require you to expose yourself to people who may not agree with you. Or maybe even just how you communicate, how you express yourself.  But that can be part of your story. As you’re saying, you know, you’re pain point.  And how you create that aha moment.  And so you created The Parallax Method.  That takes you through your pain point, your aha moment and your reframe.  How did you come up with this method and what exactly is it?
Jessie Kate Bui
Yeah. Sure. I had this imposter syndrome about being a designer. It led me to creating a book, spending a little too much time on that. And then I had this piece of credibility. I felt like, finally, I know my stuff, I know this pace. I have something to kind of prove that I’m valuable. I have a book I could put on my resume, how great, I’m ready. Mm-hmm. But there was this nagging feeling that something’s still missing.
And this is such a classic story thing. There’s like a moment in the story where the character gets what they want. They win the game and then they realize it doesn’t fulfill everything that they needed internally. And I went through that and that kind of came in the form of realizing, well, I’ve conquered imposter syndrome in work. But I’ve started to recognize the imposter syndrome I had about my life. How are my choices, a reflection of my own limiting beliefs now that I know story? So I started looking at my own story and saying, what are my actual limiting beliefs? Not just, how do I find the limiting belief technically to help someone write a fictional story, but like, let’s start applying this to my own life.
I’ve always tested my tools like that. And I had this memory come to mind, I started going to therapy to navigate and filter through some things cause I had some crazy life challenges, in the middle of the pandemic, freshly married, I have an interracial marriage so there’s like different points of view that we’re challenging each other about and then family stress and different things with how I was growing and being a different person than I was when I was young and with my family. And so all these things are culminating all the same time. Started going to therapy.
And I remembered this moment back in my past, that really helped me identify the limiting belief that was so core that had trickled into everything else. It had led to the imposter syndrome in design. It had led to the struggle in feeling confused or lost or never enough all those types of things.
When I was about 11, like I mentioned, my dad’s a master woodworker. So we had built a house the dream house. He designed it from scratch. All of us were part of it. Mom, Heather, Jack, Cam doing the thing. We were all there. Little kids like working on the house, it was a family passion project for the movies. It was so awesome going through that, at the same time economy crashes. And now we have this dream house that’s half built. But now it’s worth less than we can, sort of pay. So it’s just a struggle, constantly trying to pay the house payments.
We got to a point where it was a choice between, you know, we were church-going family. So it was like, we have some tithing, we wanna pay our tithing or pay our house payment. And it was this belief conflict. Do we embody our spiritual beliefs? Or do we act like, do our physical needs? Which one do we address? And my family’s choice was to address the spiritual needs. And so we lost our house. And as a kid, without fully understanding all the things that were going on, I actually built this belief that when you have differences of opinions with the world, you become homeless. Once I noticed that I could track back all my imposter syndrome, all my anxiety, what would culminate at the highest point of stress would be if I don’t figure this out, I’ll be homeless.
I couldn’t imagine, well, then I would just move somewhere else or I would, I just couldn’t even see it when I would get stressed out. So it made everything about. Well, if differences of opinion are the thing that create the tension that leads to that loss. I need to be people pleasing.
I need to be agreeable. I need to be passive. I need to hold back any things that would cause conflict. And so I became very conflict aversive. Once I realized this, I realized the narrative that I had been telling myself and how that threaded through my life.
Like I had this thought, it led to this thought it led to this thought, of course I would have imposter syndrome about this. Of course, I’m never gonna know if I’m ever satisfied, cuz I’m not sure if I’m making these choices as a result of trusting myself and my own desires or just because it’s conveniencing others.
So how do I reframe this? How do I get some perspective? It’s really traumatic to kind of negotiate this therapy helps, but I’m trying to process this experience. And I have story and design tools that I use all the time to reframe story. To see from a new perspective.
So I wrote a fictional story to process my experience. I wrote it out. I created my protagonist. That was me. That was all limited and had its own little problems. And here’s this fictional world and all these different symbols that could capture what it ultimately felt like to go through the experience more than actually, you know, accuracy was mm-hmm
So I did that. And then my therapist introduced EMDR therapy, which is essentially going through a past traumatic experience, creating fictional symbol characters that then give you advice to reframe the narrative. I’m like, I already have these characters. I’ve been making them the whole time. Like I draw them.
I see them. I have big pictures. Like I got this, this is great. This is my territory. Right. And so we go into the EMDR therapy and my character had a sidekick dog character, and this dog protects her from danger. I go into this trauma of me and these situations like these different times of my life and now I can envision my dog creating territory for me saying, “you’re safe, no one can take this territory away from you.” She’s protecting my boundaries. If somebody comes up with conflict, that dog will bark ’em away and that’s what I needed. So it helps me connect by creating a symbol that was fictional, but was so resonant with what I felt and how I perceived my feelings.
I was able to bring that into a situation that could conquer my limiting belief and give me new insight. There’s so many tools like this that people have used throughout the ages. I mean, tarot is used like this, like, let’s go through a journey, let’s use some symbols, let those symbols help you to access your intuition and your subconscious needs.
This process is similar to that, but you’re custom making all the symbols and you’re custom processing all of these things so that you can essentially gain new perspective by putting it into another point of view, which is the whole parallax terminology. Once I did that, I knew how to reverse engineer it. I do all of this. I created an entire book where I broke down processes and exercises. So I created that process for other people.
Nichole Pitts
Do you feel like this process allowed you to have some sense of psychological safety to look back at some of these traumatic events to help you process from a more objective place?
Jessie Kate Bui
Yeah, because when you fictionalize something, it’s the same reason that we use it in fiction. And I think that’s why I knew to use the tool. Because we know that when an audience is going through something and it’s really close to home, sometimes putting it in space with aliens, gives them enough distance from it that they’re able to learn the lesson without feeling too raw. They’re able to take it in. And so I knew that already about the tools themselves. And so it definitely does that. You can figure out where your narrative started. What is your story? You’re actually telling yourself from a literal sort of autobiographical form, but now that you wanna tackle it and rewrite.
Get some distance, get some objectivity. Tune into your feelings a little bit, use some different tools so that you don’t have to physically have that trauma going through your body as you’re remembering it or handling it or reframing it.
Nichole Pitts
And now for you, you talked about having your sidekick dog that created this safe space for you in the fictionalized world. How do you translate that into real life?
Jessie Kate Bui
Yeah. So like, I mean, there’s multiple ways that it translates. One of them is I literally have a dog, so it kind of is constantly reminding me of that symbol. Every day she’s giving me remember your boundaries. Remember your boundaries, cuz she’s right there.
But it is something where, while I’m going through something, say I have like a more current stress. It might not be core trauma. It might not be the most dramatic thing that happened to me. But I might have like something where I feel like I didn’t do a very good job. Or I had an awkward conflict, something like that.
I’m able to step back, use those tools and say, okay, what in my fictional version could help me process this experience? Visualize myself in that same circumstance with the dog or visualize myself in that circumstance with the comforting character. Who’s just saying, you know what? You just need a hug.
We all make mistakes, right? Something like that. But it allows me to get over the stress faster. It helps me process it quicker so that I can then just get back to work. It also helps me have structure and framing to my thoughts when I’m like, I have to do a podcast, I have to do a bio. I have to do a LinkedIn post. All these things could be really overwhelming, but I can then say, okay, what are the lessons that my story tells me? What are some of the fictional analogies I can use in the post. I can say, just like this, sometimes we struggle with this and help people reframe like a really bite-sized version of a skill that they might need for my particular service.
For entrepreneurs, if you created this fictional world, I use a lot of design tools too. So you might go, how do I make a visual brand that sets an expectation that’s more aligned with what my messaging actually is, so that when I even get to the point of having a conversation, I’ve already set the tone?
And if you’re drawing from this fictional rich world, not every possibility has to be, I could be any color under the world. It can be colors that are drawn from something so deeply personal to you. That it means something you feel the power of that logo, of that color palette. And it makes you feel more confident to show up because you go, I believe that messaging, it’s not just guesswork.
It’s not just unmotivated design, for example.
I think that it would help when you’re doing this, um, yeah. You’re fictionalizing your story to also look at the values that go along with what you’re experiencing. It may be how, yeah. Your value set has changed based upon where you were.
Nichole Pitts
Yeah. And the limiting beliefs that we had in that imposter syndrome and the trauma that we took on versus how we empower ourselves and free ourselves into this different state of mind and this different state of being.
Jessie Kate Bui
Yeah, that’s a really good example. And it’s another reason why, the narrative structure is so complimentary because it’s progressive, it’s not meant to just be one illustration standing in time that helps you, process a thought from distance.
That can be a great tool with art therapy to deal with a very present emotion. We can take a character where , in my fictional story, I’m in my limiting belief in the start of the story, the town or the city, or the environment expresses that negative feeling like this is what I feel stuck in.
And by the end of the story, I’m in this new space. And new designs and things like that. So that it helps you again, frame that, this is a progression, this is an evolution, and sometimes you’re back in that old town again, back in that limiting belief area but if you recognize that feeling, this feels like that feeling of that setting or that feels like that character is here. That helps you identify that it’s a limiting belief. What were my values at this point? Do I still agree with that? No, I didn’t. I already know what it looked like when I’m a hotshot protagonist of my story, this isn’t this part of the story. Like I gotta zoom back over here. And so all those world building approaches like we talk about the book are part of the fictionalizing process. What are the values? What are the power dynamics? Where do you want them to be? And where were they before? And you can start to sort of like have a little bit more of a radar for when you are in one or the other.
Nichole Pitts
So then how do we begin to even know where to start to develop our story?
Jessie Kate Bui
Start with the things you know. You’re gonna get swamped if you can come up with a complex idea and try to reverse the engineer from the very beginning, it’s gonna get real daunting. So what we start with is just the literal, the autobiographical. You say, what were by three big moments, something significant. It’s just whatever comes to mind. Mm-hmm. You can do this process multiple times, if you wanna find different limiting beliefs and things like that.
But find one of them. Find the lie, the truth and the aha moment. Then I like to use Enneagram. So I know that you wanna talk about this a little bit. I use Enneagram to find the motivations that align with that messaging. You can use some of that vocabulary and find some clarity through that. And then you can frame it into a narrative structure. Where did I start? What did I need? What did I set a goal at? What did I find? What did I realize that was missing? You just very basically structure it out. Once you have that, you have the outline that you need to inform the next fictional steps. And those things are more intuitive, creative sort of design and symbol based.
Nichole Pitts
Now, when you were talking about the reframing of the narratives, you go through these things, you figure out kind of what’s some key elements mm-hmm but what’s that piece between identifying here are some key elements of my life, maybe three. How do you get to that aha moment from this? Because I feel like it’s easy to be, well, these were some defining moments, but yeah, we can get stuck there and yeah. What are some tools to help generate that aha moment?
Jessie Kate Bui
Let me clarify, are you saying, how can we get to the aha moment in life? Or how can we find the actual aha moment? How to phrase it or capture it?
Nichole Pitts
How do we find the aha moment in the story? Okay. So if I’m telling you, here’s maybe something I’ve struggled with. Yeah. And what you’ve done in the past is you’ve listened to this story.
Yeah. And then you find the aha moment that I didn’t see or yeah. Someone else didn’t see. So how do we find those aha moments in the story?
Jessie Kate Bui
Your first pass at a live truth, an aha moment might be very rough or a little bit foggy or vague. It can happen if you’re just not used to doing this. But that’s why Enneagram is great.
Nichole Pitts
What exactly is Enneagram?
Jessie Kate Bui
Enneagram is a personality, psychology system that explains some very universal motivations that people have. The bucket categories are anger motivations, shame motivations, and fear motivations. Things we’re running away from in different ways.
And so what we have is nine different archetypes that fulfill that full system. Three in anger, three in shame, three in fear. And very simply, the reason that there’s three is it’s the different ways that we approach anything. We can fight, flight or hide kind of thing.
We have the avoid it because it feels so daunting. It’s impossible. You might be like anger or conflict or stress is way too much, I’m gonna be passive and hide. I’ll bury this emotion. This is repressed. Then you have the, I see it coming at me like a tsunami and I’m holding it back with all of my force.
And it’s just this constant tension. It’s very exhausting. But you’re just holding it at bay. You know, it’s there, but you don’t want it. So you’re just gonna hold it back. This can be like using these as an examples. That first one is a Type Nine Enneagram where they’re passive in conflict avoidant.
The second one is a Type One Enneagram. This is the person who’s reforming & perfectionistic. Because like, if we just fix it, it’ll stop. Right. Mm-hmm . Then you have the last form of it, where it’s like, okay, that tsunami of emotion is coming over you and you let it wash through you. You don’t resist it.
you say, okay, you know what? I’m angry. I feel like that’s okay. I’m just gonna be angry. So those are Type Eight Enneagram. And that doesn’t mean that they’re like always yelling at people or that the type nine is always hiding or anything like that. But it just means that that’s like the level of command or control they have over that emotion.
Mm-hmm. Type eights can be very confident in a situation with conflict because they feel like, okay, it’s not taking control of me. It’s going through me and I’m feeling it. I’m acknowledging it. And I’m gonna use it where it’s appropriate, set some boundaries, create some noise when it’s needed. And so these are the different kind of forms of it. We hide, we hold back or we let it go through.
So can we just really quick, since you’re talking about archetypes and you’ve talked about, three of them ,can you give a high level overview of all nine archetypes?
I’ll use the kind of archetypical terms of each of these types, so that you can get a little bit of a picture of it. We have the type one, which is the reformer, the perfectionist. This is a character who’s trying to fight back a feeling of corruption, imperfection. We have the type eight who is again, another anger type. They’re trying to fight back a feeling of being taken advantage of, being violated, their power being taken away. We have a type nine, which is the last of these anger types. This type is fighting with this feeling of losing separation.
They’re separating from themselves. In hiding, they lose themselves. And so they’re confused and lost and sort of angry that they lost themselves, but not sure what to do. Those are called the peacemakers, the mediators they’re the ones you never think are angry. They’re just repressing at all.
Let’s go into the shame type. So we have type two. This is the helper. This person is trying to fight back a feeling of not being lovable and loved. So they’re trying to compensate by being helpful. We have the type three, which is the achiever. This is entrepreneur times 10.
Like this is very much that space. This is someone who’s fighting back a feeling of worthlessness. I need to be valuable to the world and sometimes they’ll commodify themselves in order to feel valuable. We have the type four, which wants to feel special. This is the individualist.
This is somebody who wants to feel significant, that something they have to say is created something new in the world. And then we have the fear type. So these are the last three. We have the type five who is the investigator. This is like Sherlock Holmes. This is somebody who has to know everything. And the reason for that is because they’re looking to feel capable, to feel like they’re ready and they have what they need they’re enough.
And then we have the type six, which is commonly called the loyalist. This type is feeling like they seek support. They’re looking to feel like, oh, I’m all alone. I need to feel like I’m part of something I need to be supported. I can’t just be alone. And then the very last type of these is the type seven.
This is someone who they call the enthusiast oftentimes, and is someone who’s seeking to feel that they’re not gonna miss out on things that they can be satisfied with life and they’re worried that they’ll be dissatisfied that they’ll miss out. So that’s kind of like the big span of those motives.
And when we’re looking for things like our aha moment, and we’re feeling confused, our lie, our truth, and it feels a little muddy or maybe our grammar, it just feels a little confused of a phrase mm-hmm you can go to those types and there’s all sorts of great resources for this, like Enneagram Institute or Narrative Enneagram, where they isolate out, what is the life lesson of this type? What is a thing that they need to realize in order to conquer this, you have aha moments pre-written for you and you go, okay, I can’t find mine, but I’ll just use this one. This is great. It feels right. So when I’m doing sessions with people, I know these types and I’m listening to their story and I’m open to it the whole time like maybe there’s a little quality of this motivation or that archetype. But I’m listening for a thread of, are they motivated? Are they feeling like they’re using a lot of language about wanting to be valuable using entrepreneurs as an example. Mm-hmm I wanna feel valuable. I wanna feel like what I have is worth it.
I want to present myself well, there’s using a lot of language associated with that archetype and I’m hearing it. So then I might make an insight related to that and say, maybe your aha moment is something like this because that’s often the aha moment that that archetype goes through. Of course there’s gonna be customization and nuance to things and there’s mixing types together and all sorts of cool techniques like that, that I’m also aware of, but you can use it at a very simple level as well to kind of find those things.
Nichole Pitts
Yeah. And there are a lot of as you said, free resources out there and you can do your quiz . I didn’t know about Enneagram until we met in April and you were telling me about it. And I was like, what is this? And I love it. I actually use it in both my professional and personal life, cuz it helps me when I’m trying to really get a point across. And I’m not able to communicate in a way where I feel like I’m being heard. I love using it with my coaching clients because I feel like it does allow you to really customize, but also communicate with them on the level that they need that. With Enneagram what I like is that they give you a lot of tips on how the different archetypes can work together and problem solve and make change and also helping to hold space for others. So I really like that. My question to you would then be, how does this help us both personally and professionally understand ourselves and others when we’re doing our own stories, using our archetype, but going through this method of finding, our key points in time, get that aha moment and then reframing the narrative. How does that help us?
Jessie Kate Bui
Yeah. So one example of it, and you kind of touched on this a little bit with like how we interact with each other in different ways. And so one big win when you just introduce yourself to this, even at a very simple level, these kind of Enneagram tools and these types of like truth, aha moment is when you’re revisiting those traumatic events or stressful circumstances or coworkers that you have a hard time getting along with and say, what if the story they’re telling themselves, what if their motive is different than mine?
And we’re not clashing because we actually agree about these are the values we’re all defending. We all want the worth, or we all want the self-sufficiency or whatever it is. And that can be leading to the misunderstanding. If you can separate yourself from everybody else in the idea that we all have our own perception very quickly it loosens up your ability to reframe the thought and say, Hey, you know what, maybe we just misunderstood each other. Maybe we just have different core values and motives that we’re trying to accomplish and it seems like the other person is getting in the way of us getting that thing that we feel like we need.
It helps you even visit back to situations where maybe somebody had an impass against you and you say, you know, what were they protecting? What were they seeking? And maybe it was just so unfortunate that I got harmed by that thing for them. And so it really does allow us to loosen up on the personal side.
To kind of just say, Hey, you know, Everybody has a story until I know their story. I don’t have all the information. So in the meantime, I’m just going to separate it and say, this is what I was going through. Maybe they were going through something else. I think this is so important in conversations. My husband’s Vietnamese American, like there’s all sorts of things that we can miss because we have different cultural backgrounds.
Yeah. And just to go, okay. We have different cultural backgrounds, his motivations and his life are different. And if I just assume, well, you’re just trying to hurt my feelings. If we have a little marital tussle that’s not productive. If I think I misunderstood you, I need to listen more that’s going to help you get to the conflict. So personally it’s definitely useful in that way. Mm-hmm and then professionally, I like to use this tactically. Like I was mentioning before where you can use symbols, that you choose for your fictional world to create brand identities and things like that it isn’t even just as loose as that. If we were to say, what other historical art movements, had this type three energy that was motivated by this? I think there’s a great type four example where we talk about being significant, having something special and it’s the individualist type.
During the period when photography is invented, a bunch of artists are like, wait, hold on. I am losing all of my significance. The thing that I have to offer is now not as special mm-hmm . What do I do? And then in response, there’s this explosion in art, in all of these different styles and nontraditional exploration, and blew us away with all of these new ways to perceive reality because artists were reacting to this desire to be significant again.
So if you were a type four and you were trying to teach people in some way through your offering or product, this will help you feel special, or this will express your specialness or whatever it is. What if you drew from those art movements that already aligned with that to inspire your brand design?
Or your fictional story, maybe your fictional story takes place during that period of time. And so it will immediately capture this energy. You can call upon the cultural memory and all of these things to enhance your understanding of yourself. It’s a really cool way to kind of connect the world and the individual to empower each other when you can see how Enneagram relates to periods and movements in time as well.
Nichole Pitts
Oh, I love that. And I think, Understanding your archetype and being honest with yourself when you are trying to figure it out, because yeah, Lord knows. I’ve tried to game the system. Cause I was like, I don’t wanna be a three and you started looking and you’re like, which one looks the best? Oh, like this one, but you’re not you’re not, but that’s what, who you think you wanna be.
Yeah. But the thing is, is that there’s benefits to each archetype and there’s learnings, I think also, how do you handle conflict? How are you with your communication? What are your fears? I feel like it helps to humanize people. Yeah. And it offers more empathy and maybe I need to archetype Billy so that, you can well switch the villain narrative, like yeah, go back to Billy, be like, you know, my fictional Billy.
Jessie Kate Bui
What’s so cool about this. It’s just like any of these tools, like they’re just tools. And so it’s how you use them. And it’s understanding that you don’t have to like box someone to, oh, there’s only this that’s their limitations, but it gives you enough empathy to listen longer.
And if you can listen longer, You know, that bucket explanation or that architect was useful for convenience and speed and, and surface explanation, but it just helped you stay long enough to learn the actual story. That’s really such a powerful tool is to say, like, if you entertain the idea that maybe their motive led to your conflict and it wasn’t just them being antagonistic.  It lets you listen long enough to actually hear what it is, you could guess completely wrong, but you were there listening. It’s just there to stay longer, listen longer.
Nichole Pitts
I think that’s a great point that you make as far as listen longer and listening to understand, instead of listening to respond, because sometimes we don’t create yeah.
That space to where we’re like, okay, I’m trying to hear where you’re coming from versus I’m just waiting for you to take a breath. Then I can be like, here’s why you’re wrong. Okay. It took you 20 minutes to get to the, I put together a whole PowerPoint presentation. so sit back and enjoy. But if you have the time where you say, okay, I’m going to really hear what you’re saying, and then there might be some nuggets in there.
And I think that helps with the Enneagram types, because as they’re talking, you can also say, okay, I’m hearing these certain keywords. Yeah. And when you talk about like reframing this narrative, we’ve gone through and identified, here’s a defining moment. We’ve used these various tools to create, oh, this is my aha. How do we then do the reframe mm-hmm so that we go from being oppressed to being powerful?
Jessie Kate Bui
Yeah. There’s lots of ways that you could say customize, put your own little reframing device in here. People use music, people use all sorts of creative tools. So now that I know what my aha moment is, I know the theme of my story, essentially. I know kind of like the emotional intention or motive behind my narrative that I’ve realized now I’m gonna go through and create these equivalent things. Like who was the antagonist in my story, what did it feel like? It felt like the king on the mountain, or it felt like this. Right. And so I’m actually reframing it initially fictionally.
I was the hero. I was Bell and I have to fight Gaston or whatever it is. People can use existing stories that already have these framing devices if they’re not fictional storytellers. Wizard of Oz is one I’ve used before. What’s a similar narrative you can fit yourself into? I mean, we do this already. Like, wear a Superman shirt to feel powerful or empowered. We create breakdowns of what’s your world? What are the power dynamics in this world, according to how it felt?
So you reframe it first fictionally using the tools like I have in the book, kind of the world-building skills. And then you can create visual tools like mood boards and picture walls, things like that to help you visualize it if you’re not an artist. And essentially the biggest part of this is once you have this world, you create specific key elements again.
This is where it’s tying into kind of EMDR therapy approaches that you can still kinda use for yourself. So you want a nurturing character. You want a protecting character, a wise character, and a positive location, a location that feels safe and feels maybe it’s the end of your story. It’s the place where you live at the end of the story.
It’s that safe, open, accepting location. And now that you have these and they’re visualized and they’re vivid in your mind and you know the story behind them. Now you take that into your life. Have those moments of stress. Okay. I had a conflict with Billy and we had this argument. What was my lie at the beginning of that argument?
What was my aha moment? What was my truth? You might not even feel like, you know, the truth yet. Cause you’re still stuck. And I hate Billy. like, Hey, the villain, that’s all. It’s right. It’s OK to be not done yet. Billy’s the worst. Right? But you go, okay, what was my limiting belief? My belief was that Billy’s the worst, right?
Everything Billy does is to get in the way of the thing I’m trying to do. It could be something like that. and then you go, okay, well, everything he does that kind of seems a little illogical, so let’s break it down one step, right? We’re gonna say, well, everything he does at work, not all day, right?
Less paranoid. And then it might be like, well, not everything because I see him do these other things I’ve seen actually help somebody else. So maybe it’s more about us. Maybe it’s just me. And so what you’re doing is you’re slowly breaking it down because our minds are stubborn. We carve neural pathways pretty strong when it comes to like this trigger leads to this path.
This is how I start to think. This is how I start to perceive the situation. So you need to break down that stubbornness little by little and start to scale it down until you can ultimately replace it with the aha moment. So you end up going, well, maybe it’s not that maybe it’s our communication. We’re starting to break that down. And you could say, well, every time I communicate with Billy, we misunderstand each other. Well, in order to not misunderstand each other, I need to learn about Billy. Now we’re on a positive direction again. Mm-hmm now, we’re starting to get the tools that we’re gonna actually use.
When I listen to Billy, I learn what he wants when I learn what he wants. I realize where we’re butting heads. When I realize where we’re butting heads, I find a way to support each other solved. Right. And so it’s not always as easy as that, and we’re not all into with each other, but ultimately by breaking it down that way, you can start to dissect that moment.
And at any point in that story that you’re telling yourself, you feel stalled and you’re like, Nope, no, hold on. I don’t like this. I don’t like this idea. he’s just a villain. That’s when you call on those characters, you created and say, okay, who do I need right now?
And who’s gonna give me the best advice? and it might be, you know what, I’m not ready to change my mind. I need a hug from the nurturer. Nurturer’s gonna come in and date, you know what? You’re okay. You’re okay. To be angry. You’re allowed to have your feelings. Okay. Okay. Now I feel allowed to have my feelings.
Okay. Maybe now I’m gonna reluctantly be like, oh, okay. I’ll get back into it. But I’m still resistant. So maybe the wise, person’s gonna say, if you needed to take some time, maybe you need to go take a bath and take a shower, take a walk before you have to feel so much pressure to solve this yet.
Like that maybe is the wisdom is just, you’re a little tuned up, like chill out. Right? And so you can do that by calling on those characters and those places for yourself so that you can then tackle that process and essentially constantly be telling yourself stories and reframing stories very quickly in a very self-compassionate way that helps you through.
But those symbols are so personal that it’s just a little bit easier to access than just imagining Superman sometimes.
Nichole Pitts
Yeah. I love that self-compassionate way cuz I don’t think that we always Lean into being self-compassionate. Beyonce has Sasha Fierce when she goes on stage and she performs. Is this something similar to having this other character that kind of allows you to step into this fearless aspect of you?
Jessie Kate Bui
I think so. I think that there’s something really beautiful about it when it’s self-generated, because it’s this idea we all need support sometimes. and sometimes we feel like it can fall into co-dependency or we can feel like we can’t trust ourselves. So we have to have support mm-hmm but what’s great about the process of going through this is that this support can come from you. You have more resources than you realize that character, that person standing with you in the wings, allowing you to feel more confident to show up is also you mm-hmm
and it’s just the you, that’s not stressed out right now. . Yeah. And so it’s really understanding that. It’s Dorothy it’s you always had the shoes to begin with. You always had the way home, you were looking everywhere else for a solution that you had, you just didn’t know that you already had it.
That’s exactly what I’m trying to do with this whole methodology is say, let’s do this fun creative experiment using all these fun, Hollywood story tools and Enneagram psychology things, but all we’re really doing is nurturing a more trusting relationship with your intuitive voice mm-hmm that you can use to tackle work and life and relationships in ways that are more aligned with truth, instead of all of these limiting beliefs.
Nichole Pitts
Oh, that’s great. So basically the Parallax Method really makes us more intentional and aware mm-hmm of those around us, as well as ourselves.
Jessie Kate Bui
Yeah. Yeah. That’s why it’s called parallax, right? It’s like, if you put yourself in another pair of shoes, if you put yourself in another point of view, you gain depth, you understand the three-dimensional thing you’re dealing with.
Not that flat problem. That’s just black and white and stressful and feels villain and, and hero. It’s getting into that foggy reality of we need perspective. It’s one of the reasons why I’m so invested in helping, people from different points of view. I wanna help other people tell stories that don’t feel like they always have access to the same training or tools or art college so that they can offer more points of view to the world that helps us be more equipped to hear them.
Nichole Pitts
Yeah. I love that. So, The Parallax Method is on your website.
Jessie Kate Bui
Yeah.
Nichole Pitts
Can you give us the website address?
Jessie Kate Bui
Yeah yeah. So it’s just my name. So Jessie Kate, jessiekate.com. I’ve got all my information on there. I’m gonna have a bunch of new downloads on there probably by the time this comes out so that you can actually just go through like a basic guide doing it for yourself. And then I also have things like mentorships and intensives and courses and things to guide people or train people to do it when they get stuck.
Nichole Pitts
Perfect. What I love is that you do have some information that kind of help us be able to go through our story and find what our “aha” moments are and figure out some tools that work best for us, and then help us to be more intentional and aware. And pairing this with Talking Threads and understanding what storytelling is, the benefits of storytelling and how intentional we sometimes are and sometimes aren’t. But what I wanna do now is get into something called Rapid Fire Questions.
Jessie Kate Bui
Sure.
Nichole Pitts
If you could be remembered for one thing, what would it be?
Jessie Kate Bui
I think I would like people to remember me for facilitating people to be heard. I had a hard time feeling heard and I learned the value and the struggle that goes behind that. And so I would love if other people said I was able to be heard because of something that you did.
Nichole Pitts
What’s your Enneagram type?
Jessie Kate Bui
I am a type nine. I’m the mediator, peacemaker.
Nichole Pitts
I love it. If you could go back and give your 18-year-old self one key piece of advice, what would it be?
Jessie Kate Bui
You know, I think it might have to do with trust. I, I lost a bit of trusting myself because I was so worried about everyone else has the way to do things. All the advice that they say I should follow. And I think if I trust myself, I probably would’ve fallen on my face a whole lot more, but I needed to, and I think I just needed to trust myself.
Nichole Pitts
I think we all do. I think we all fall down, but it’s getting up and continuing on. What does ethics and DEI mean to you?
Jessie Kate Bui
So this is one of the reasons why it was so fascinated when I met you, cuz it’s just so overlapping with my own passion for everybody being heard, not just some people being heard and being heard in a way that they feel heard isn’t always the same, so really understanding how can we be more inclusive?
How can we be more considerate of ADHD, autism, spectrum, and different points of view and cultural backgrounds. Everybody’s story matters. Nobody’s story is the better story to listen to. All of us matter. And every point of view that we can bring in helps us be more harmonious and loving as a race of people.
All of the types of DEI and ethics, I just feel are beautiful approaches and guides to help us navigate the things that stop us from doing that, that stop us from talking that stop us from asking questions that stop us from, from sort of triangulating ourselves in the whole situation and knowing what role and power we have and where it’s time for someone else to speak.
And so it just aligns with me in general. I love it’s so story based to me, it’s so identity narrative, like it protects identity narratives in my mind.
Nichole Pitts
I love that. So do you consider yourself an introvert or an extrovert?
Jessie Kate Bui
I am totally an introvert. And when I am talking about things that I love, no one believes me. There is something. And I have to say that like meeting Nichole and like meeting other entrepreneurs that was new for me. I’ve always been like this solopreneur kind of like in the art field of people who are doing services for other studios.  And I always had this, like, I like to do a little risky things. I like to try things and experiment, push the edge a little bit. And I wasn’t surrounded by that energy. And I vibed so hardcore with like just this entrepreneurial spirit that I just felt like I was starved about, I think a little bit. And so all the extroverted parts of me came out for sure.
Nichole Pitts
Environment does matter.
Jessie Kate Bui
It does. It does.
Nichole Pitts
Yeah. So what do you think is the most important lesson that you’ve learned over time in your career?
Jessie Kate Bui
Yeah, this is a really hard one, cuz I feel like there’s so many, but like I think like being okay with your current skill set at the day. This is what I have to offer. I feel like that allows you to make mistakes without being so hard on yourself. Because when we inflate this idea that we’re only valuable when we’re this and this big and all these other things, or we have all these other skills that we just never had a chance to learn, never had a chance to experience it’s unfair to us.
And so I think that this real idea of when you accept yourself at the state, you’re at, it isn’t less than. You actually, by turning inward can find your ruby slippers, can find the resources that you already have because now you’re respecting them instead of saying everybody else’s thing is better. So I think there is a big part of just like being enough, recognizing that you are enough, that your story matters, who you are matters.
We’re starting from that as the baseline. Not less than.
Nichole Pitts
Yeah. I love that. Giving grace to yourself for where you’re at. Yeah. I love that. So, if you could have coffee with any historical figure, who would you choose and why?
Jessie Kate Bui
Oh, man, this one is like crazy hard. I think it has to be like Einstein or DaVinci or something. Somebody who was thinking outside the box. Saying things that not everybody understood at the time that they were in. I resonate with that. I feel like they wouldn’t need to be in agreement to have a really exciting conversation about discovering something new. Like, we don’t have to be from the same field.
I don’t have to be a mathematician or physicist or anything to have a conversation with someone who likes to just say, Hey, let’s look at something from a new point of view. And I feel like both DaVinci and Einstein kind of like fit that sort of space for me. I idealize them as that, anyway.
Nichole Pitts
Now what self care routine helps you to be productive and happy?
Jessie Kate Bui
So I think I’ve talked to Nichole before about like, I definitely run into ADHD struggles with feeling all over the place. So this can be a real necessity essentially to kind of keep things going. I think there’s a few things I would say for people who are struggling to have kind of a sense of work life balance, do the ikigai exercise. Sometimes finding out what you don’t need to be spending your time on helps you find out what you need to spend your time on and helps you prioritize your day a lot more.
Really spend some time examining your workflow to see if you understand every step of it. Sometimes we gloss over things cuz we don’t wanna feel bad or like embarrassed or disappointed in ourselves. See if there’s a way to adjust your process to be sufficient and then it’s easier to then prep and have like automating things.
I have automated stuff now so that I don’t have to be babysitting everything but I knew that that was the worthwhile thing to automate because I adjusted the priority. I think the last one I would probably throw out there, I think sometimes a million miles an hour, sometimes that comes out talking a million miles an hour too.
But when I find myself winding up and I can’t even find the lie, cuz I’ve got 500 different thoughts going in different tangential directions, exercise, go for a run, do something that exhausts you physically. So your mind can only solve a simple problem. And then usually that’s what I needed in the first place was like, it needed to be simple.
It needed to be something I didn’t have to have other resources for. And by being so distracted physically and just wiped out, I was able to find it.
Nichole Pitts
Love it. So what’s the one question that you wish I would’ve asked that I didn’t.
Jessie Kate Bui
I think I have to give a lot of credit to my husband, opening me up to a lot of new points of view, you know, being Vietnamese American. I mean, he grew up in San Jose, so he’s definitely American in a lot of his upbringing, but there’s so much different in his background than mine.
And he really woke me up to a lot of my own lack of awareness of diversity. I want to be inclusive. I want to be welcoming of other people, but I had someone in my life that both loved me deeply and also challenged me to recognize and see those missing pieces.
And to have someone who you’re close to that you can tackle those hard conversations with that doesn’t feel like love is lost because we’re arguing or stressed or confused. That is so valuable. And I feel like I wouldn’t have been able to make a lot of the connections that I made if he hadn’t opened up that ability for me to navigate that.
When things like Black Lives Matter or Stop Asian Hate come up, I can almost imagine myself before I knew him so much cause we were friends for longer than we were married. Like just kind of having a surf, like, I can see my surface understanding like, oh, of course.
And I probably would’ve posted once and then not thought about it because it was just like, oh yeah, no, I’m on your side. And then just like, and then I’m back to life, right? Before I realized no, there is like a real need to be learning about these things, filling in the blanks. It’s not something to just pass off as somebody else’s job.
If you really wanna advocate for inclusion and diversity and respecting and honoring other people’s stories, it’s work and it’s investment and it’s time. It isn’t a microwave. It isn’t quick fix. And so having a relationship where we had to get through all of those things and have those conversations and not just go, oh, there’s conflict back off, like there’s conflict, go through it. That was so big.
Nichole Pitts
Yeah. Kind of like your foggy mirror story method where we were talking about in the last episode with really understanding and educating ourselves versus seeing something and then just reacting to it. Last question, where can listeners find you online?
Jessie Kate Bui
You can find me on my website, which is like I mentioned is Jessiekate.com, but I also have an Instagram, @jessiekatebui, B-U-I, this is my last name. And you can find some things on there. I’m posting more frequently. For artists, you can find me on Discord. Other than that, it’s mostly Instagram.
Nichole Pitts
Thank you so much, Jessie Kate, this has been such a great conversation. I feel like I continue to learn so much from you.
I really enjoy talking about storytelling as well as how we can tell our own stories. So to the listeners, I hope that you get started in identifying what your key moments were, figuring out that “aha” moment and then reframing the narrative so that you can hold space for yourself, be self-compassionate, but also extend that to others.
Thank you again, Jessie Kate, for your time. I so enjoyed it. And for the rest of you, I look forward to talking to you on the next episode. If you enjoyed this, please go to your podcast platform, whether or not it’s Spotify or, iTunes, Apple podcast, iHeart, whichever one, and give five stars, a thumbs up.
If you didn’t like it, go ahead and close out of this. Don’t even worry about what I’ve just said. Just pretend like you stopped listening after I said goodbye. So thank you so much. And we’ll see you on the next episode.
End of episode.

Episode 1: The Impact & Influence of Storytelling with Jessie Kate Bui — Podcast Transcript

Speakers: Nichole Pitts (Host), Jessie Kate Bui (Guest – Storytelling Coach)

 

Nichole Pitts

Welcome to The Ethintegrity Podcast, Jessie Kate!

Jessie Kate Bui

Nice to be here. Thank you for inviting me.

Nichole Pitts 

I’m so excited, to have this conversation with you about storytelling and design. I think we’re gonna have such a great discussion. How did you get into design and storytelling?

Jessie Kate Bui

My father is a master woodworker, so like I definitely had a very early inspiration. I was always around creativity and creative problem solving. So that was a big influence. As a kid, we were in the middle of building a house. So I saw all the behind the scenes of like, what’s the magic that goes behind designing something. So I would draw and write stories as a kid. It was always something I was doing. Then just as grew up, I explored different ways to use it.

I majored in visual arts while I was still trying to discover how I wanted to use it. And then I stumbled onto the entertainment, art side of things, the movie making, the movie magic, the storytelling behind that and all the creativity that’s there when you create a world from zero, it was just like creating a house from nothing.

It was something so resonant with me. So I just started doing freelance design and things like that at first. And then along the way, as I was trying to get more confident as a designer, I just ran into a lot of imposter syndrome, honestly. Like I really just kept thinking how am I ever going to know if this is enough?

How am I ever gonna know if this design is going to be acceptable? Can I translate the skills I have now into a studio? I wanna feel like I’m prepared for that kind of situation. So I started learning a little bit more and found that it was about storytelling. It was understanding that when you have a really clear story, you’re translating it into design and art. And that really boosted my confidence in that and took me down a rabbit hole of a career in design and story.

Nichole Pitts

So how did you manage that imposter syndrome that you just mentioned?

Jessie Kate Bui

Oh I think probably poorly. I have like a self competitiveness.

And so part of it was like, maybe if I can just beat my last drawing, then that will take that imposter syndrome away and then I’ll feel better, but it just kept happening over and over. Cause I could never beat it. A lot of the ways that I was doing it, it felt more like coping.

I would just draw something a hundred times. Like maybe this will help but it wasn’t understanding what I was supposed to get out of drawing something a hundred times. I just felt like if I just kept doing it a lot of times I will solve this problem. Later as I discovered it with story, I mean, it was a quick fix.

Honestly, it transformed it very quickly. As soon as I understood that when a drawing was actually expressing something meaningful, a message a point of view, a question, it just went away. Like I could look at a piece of art and go, that’s what it meant. That’s what it was doing. That was its purpose.

And so I don’t need to feel like an imposter. I communicated that idea. If a director or a client had a different opinion, they wanted it to be something else, now I know that I’m solving a different problem. And then I solved that problem. But everything became stepping stones. So it honestly just diminished as soon as I understood that narrative drove design.

Nichole Pitts

That’s really interesting. So building on that, what was your biggest challenge in understanding and becoming more dynamic with your storytelling and the design of that storytelling?

Jessie Kate Bui

I think with my storytelling and design, I tend to have a lot of interest in identity narrative stories about a specific character growing, transforming.

And so when I would try to get feedback, I think one of the biggest challenges I had on the design side, so I would have like a story I was working from. I’d be interpreting that into design and then looking for feedback and trying to find feedback with costume specifically, because costume to me was like the design piece that best expressed the characters space in the world.

Like their position in the story, as well as an expression of their personality. So it was like, well, this is the perfect testing ground to explain the narrative. And I couldn’t get feedback on it. People weren’t able to dissect it or say, oh, are you trying these? Or how did you solve this with costume?

Or have you looked at this historical event maybe that can inform your design, those things were missing. And so it was so frustrating, like to me, that made no sense. I could go to an artist who was an environment designer or someone who was a character designer. They could give me rich feedback.

Have you considered how this architecture informs narrative and aligns with themes and ideas? Have you considered how this body type and this expression expresses the emotion of the character? And then I would just flatline with costume feedback and it just that was so illogical. So that took me on a rabbit hole of going, why is that the case? I need to resolve this. This doesn’t make sense. Specifically, this was in an animation, games environment. Live action has a lot of resources on this topic, but in animation and games, it just was lacking. So I started researching that and kind of diving into that.

Nichole Pitts

I met Jessie Kate virtually in January of 2022. And then we met in person in April of 2022 at this brand strategy mastermind. During that time we were just having conversations and she was talking to me about her book, “Talking Threads”. Not only is this book just visually stunning, but as we’re talking through a lot of what you were talking about Jessie Kate, as far as designing this storytelling, I noticed a lot of these “threads” (pun intended) to ethics and also diversity, equity, and inclusion. And I wanted to understand, was that intentional? Did you think about the ethics and the DEI part when you were writing it or was it just kind of a happy coincidence?

Jessie Kate Bui

I think it was maybe somewhere in between. I wasn’t familiar with DEI in a traditional sense. But, I definitely have a conviction.

And so did all of the co-authors that I brought in for the book about integrity of story and when you’re telling a story about a character, really making sure you’re honoring and respecting that character’s background narrative, representing a diverse set of points of view, because storytelling helps us change our minds and grow as people.

And so creating diversity is a natural way to enhance the actual tool of narrative and story. I think it was just like this happy medium actually between them where we have that intention, but I didn’t actually know a lot of the practical and traditional approaches to DEI that might have actually been really helpful, but I think we just had an alignment from the beginning.

Nichole Pitts

Well, I always feel like ethics and DEI are embedded into everything that we do. Into all parts of our lives. So I like the fact that it wasn’t specifically called out, but there was so much that I learned in the book that I wasn’t aware of. And it really makes me look at movies and TV and even video games a little bit differently. Understanding kind of the basis of how the characters are developed, even down to what they’re wearing and how they’re presented visually. So how did the book, “Talking Threads” come about?

Jessie Kate Bui

So I had been going to a lot of our networking expos that we have for people who are working in the industry, whether they’re students or professionals and I was bringing my portfolio around and I happened to have a lot of costume work in my portfolio because I like character.

I like story behind motivations and intentions and things like that. And I couldn’t get any feedback on costume designs, like how to improve or elevate them. And I kind of fixated on that. I’m a very curious person. So I just kind of went down this rabbit hole of deciding, like, I’m gonna figure out what it is like, how do we do this? Where are these missing pieces for animation and game artists? Why are we not talking about this? Why don’t we have these tools? So I started talking to different studios, asking them questions, how do you use costume designers or just asking specific people who had played that role in some sense to get sort of insight on that.

And then I had a class I was taking and the teacher requested that I make a book about it. He’s like, “You have all these tips you’ve gathered, all this random data. You should just put that together and share it.” It was a bit of an intimidating project, honestly, especially when you’re thinking, I’m just curious. I just have questions. I have some insight into it, but I’m not an expert in this thing. And so then that led to, well then why don’t I bring in some experts? Right? We’ll all work together to cover the territory. That way I’m not speaking beyond my experience, but we’re still serving those points of view.

I had brought in four other authors who all had specialties and we put that together. I feel really proud of the fact that we were able to introduce so many ideas to creatives and be able to facilitate them with tools that not only just allow them to do their jobs more practically and feel more prepared, but actually allow them to create stories with more integrity. Like that’s been a big deal.

Nichole Pitts

In the book you talk about two types of stories: moral compass and the foggy mirror. What are they and how do they differ from each other?

Jessie Kate Bui

These are some concepts that our co-author, Gwen Conaway, brought in that were just so fascinating. I’ll try to honor her in doing a good job at explaining this, but the foggy mirror and the moral compass are sort of two different ways that we can perceive the spectrum of a story.

So a black and white story, this good and evil, a group oriented mentality so that we can navigate maybe larger scale problems in societies that we’re talking about in the stories that would be more of the moral compass. Like where is our direction?

How do we redirect ourselves to be more moral. There are some examples for moral compass. This might be something like Star Wars where you have good and evil, the Sith Lords and the Jedi, the colors of their light sabers are even predetermined.

This is how we know they’re good. This is how we know they’re bad. We have visual cues, we have character cues and it helps us navigate these expansive distances and big worlds and big challenges by simplifying an element. And in this case, it’s like the group identities. This is the good group. This is the bad group.

The Hobbit’s another example. So we have things like the elves. They’re the good, they’re the elite. We have the dwarfs. We have these groups that all kind of have a predetermined sort of personality range and class range that they fit into. And it helps us navigate this big complex idea of this story. These expansive complicated cultures. Well, if we can just group them into simple ideas, it lets us navigate that big challenging event we’re talking about.

Nichole Pitts

Basically morality is pretty much black and white and you’re looking at more patriotism over globalism.

Jessie Kate Bui

Yes.

Nichole Pitts

There was a quote from the book that I loved.Throughout most of human history storytelling has been used to keep our morality in check and legends, religious mythologies and folklore are perfect examples of moral compass tales. These stories are appealing to most people because the protagonists can be anyone. Likewise, the antagonist can be any challenge that we face.” And if we think about a lot of times with ethics and compliance, we talk about that moral compass. My logo actually is a compass and ethics is so different than compliance because ethics really is our moral code, which is very personalized and individual based upon where we grew up, our culture, our family dynamics, the generational trauma that we may have inherited.

What was interesting is the example of Star Wars, which is my favorite movie. I love me from Star Wars. Seriously, I will run around the house with the light saber, if I had one. I don’t. But if I did, trust and believe. Ha!

I think that there is the moral compass there, but there’s a little bit of foggy mirror with some of the characters like Han Solo, who is really a bad guy that kind of turns good, but he’s the bad boy in the series. Think about Darth Vader and his journey from Anakin to Darth Vader back to Anakin. And you think about the Empire versus the Rebellion. There’s so much there that really can be black and white, but there’s still some of that gray area.

Jessie Kate Bui

So this is a really good point. I mean, there is definitely with any of these things where we’re even talking about a dichotomy of like, there’s this and this version of story there’s also the in between, the mixes of these in storytelling to create interesting conflict and tension and ideas like you were just pointing out with Han Solo. One way to bucket Star Wars into that moral compass even more clearly is like you said, we each have our individual moral compass that directs us one way or the other. Now in a predominantly moral compass tale, there is an agreed upon conclusion. If Han Solo goes with the Rebellion, then he’s good. If someone goes with this side, then they’re bad. And so it’s sort of like a scaled up version of one individual’s moral compass being applied to everyone to determine if they’re good or bad. The foggy mirror narratives allow for each individual’s individual moral compass to all be happening at the same time and have completely different opinions about what that morality is. And so these oftentimes compliment even longer form formats like TV series, Game of Thrones is a good example of this because we need time to actually understand how these things are happening to really see both sides of these characters.

There’s a really great scene in Game of Thrones with Jamie Lannister and Ned Stark talking to each other. And you look at the scene and Jamie Lannister looks like a knight in shining armor even the decor on his armor is beautiful and fine and thin and delicate, almost like an elfin part of script. And then you have Ned Stark and he’s gruff and rough and he’s earthy and you, oh, well he’s the bad guy and Jamie Lannister is the knight in shining armor. But in the conversation we’re exposing that the opposite is true in the way that they’re navigating the world. Jamie Lannister is taking advantage and Ned Stark is trying to protect his family.

And then over the course of the story, it’s constantly everybody shifting their moral compass while having different opinions about what that means. So a foggy mirror is maybe a little bit more reflective of real life in the way that we have to navigate it sometimes. But like you said, with patriotism, like the moral compass sometimes aligns with how we maybe have a group that we advocate for, or we have a political party and things like that.

Nichole Pitts

It seems to me, between the two, foggy mirror is pretty much more of how we live day to day.

Jessie Kate Bui

Yeah.

Nichole Pitts

It’s so nuanced that there’s good people and evil people on both sides of it.

Jessie Kate Bui

Yeah. Yeah.

Nichole Pitts

And even thinking about Game of Thrones, which I love. And after the Red Wedding, I was like, listen, I’m gonna have to take a little break. Are you serious with this George? And the people that read the books were like, “I don’t know how you didn’t know this was coming?, I read the book. Spoiler alert.” You know what?

Jessie Kate Bui

This is where you go to your therapist and they just say stop watching the show.

Nichole Pitts

Right? Well, fun fact, when I lived in London, Kit Harrington and his wife lived across the street from me and the last season of Game of Thrones was on and it took everything I had not to go over there with a jar sugar to be like, “Hey, John, where’s Ghost, number one. And number two, what the hell has happened with this last season?”

But you really make a great juxtaposition between Game of Thrones and The Hobbit that you talked about with the morale compass, because in the book, it states “With the Game of Thrones, each character is driven by his or her own individual path rather than the overall narrative and personal goals can conflict with the societal goals”.

And we see this all the time with our kind of push/pull, but you were talking about “Group identities, such as the Stark family are quickly fractured.” And that was something that we saw from episode one. I loved Arya. But her sister? I was like “this what you’re doing? I mean, do you wanna be princess that bad?” And then I had to ask myself, “Maybe I would be the same way?” I don’t know.

Jessie Kate Bui

This is exactly what’s great about, I mean, both of them definitely invite questions. What would you do in this big scale event, for example, with the moral compass, where would you align? And that can be a big, teaching moment in one way. And then Snape is another example with Harry Potter. Is he good? Is he bad? It’s like, well, what if he’s both? What if he’s a bully and saving the Wizarding world in these grand ways.

And so it’s very much allowing you to say, okay, maybe I am all of these things and what do I feel about that? And what do I feel about the fact that I might be flawed and how do I approach that? And what does that mean? And so those are the things where I feel like so much of what you talk about and what you teach helps us navigate when we hit those moments.

When we go, oh wait, hold on, what if despite my thinking that I’m doing all these things kindly, that I might be propagating racism without realizing it and not understanding how to rewrite the way that I’m acting like it really brings up those questions and they’re difficult to handle, but those are valuable as a human society to go through. This is why storytelling is so helpful to help us kind of encounter these questions.

Nichole Pitts

Well, I think that’s why it’s so interesting with these three dimensional characters, like you mentioned with Harry PotterSnape and Dumbledore. They’re both such flawed characters as well. And it’s really when you get to the end of the series, especially with Deathly Hallows that you understand, oh my goodness this is what the impetus was even for Snape.

And I don’t feel like Snape wasn’t acting in Harry’s best interest for the greater good it’s because he had a crush on Harry’s mama.

Jessie Kate Bui

Those are the things where you both encounter what would I do in that situation, but also, you know what, sometimes we might do something that happens to be for the good of others, but it’s okay that it was just something personal. He just loved his mom, it was a relationship he cared for her. He felt cared for by her. So that’s what mattered to him. That was what was in his world. And so I think those are those things where we might even then have a prejudice towards that action. Well, then that’s not a good enough reason. It’s like, but that was his reason. That’s all that that means.

Nichole Pitts

Exactly. Or even if we think about Ron Weasley and I thought that he was fleshed out pretty well because he’s the best friend, the sidekick, but he gets overlooked because Harry’s always the star and something’s always happening to Harry.

Right. And then he’s the last out of his brothers, always overlooked. And it’s that whole, him having imposter syndrome sometimes as well and overcoming that. And even in Deathly Hallows, leaving in a snit of anger. And how many times have we left things in a snit of anger? I am known for that. Because my number one go-to is, “I’m not doing this.” And I move, I’ll just go for a little bit, I might circle back. But you know, like Ron did, he came back, but we all do that. Because we sometimes lead with emotion and that was one of the things that I really enjoyed between the moral compass and the foggy mirror.

When the distinction was made that in The Hobbit, “the world order is easier to digest because we’re able to divide visual language by archetype with”, as you said, “the elegant elves, the rough dwarves, the wise wizards, rather than based on the individuals.” So we’re really doing group identities at this point.

And the book says “Readers and viewers don’t have to exert much effort to understand the political climate of the world and can be casual consumers of the story versus with the foggy mirror. The readers are required to be entrenched in the lore of the world to truly understand their motivations that can come from deeply traumatized or flawed characters.”

And we talked about this before, where I said, after reading this, I was thinking there are so many chat rooms and videos, and all of these threads that break down the history of beloved characters from TV sitcoms, movies, drama series and we spend a lot of time trying to understand their history and not all the times are we giving that same grace and holding space for maybe our co-workers or our neighbor. We don’t care, Betty, that you had a hard childhood. What I need to know is where’s Ghost? I haven’t seen Ghost, is he dead? That’s what we do.

Jessie Kate Bui

It’s so true that if you think about the energy you put into like, learning about like, oh, well there’s this subgroup of the culture of the elves or this character switches to this motivation and, oh, it’s probably because this, but yet we don’t give that same grace or energy towards somebody who’s struggling, we go“We’re having conflict. It’s just cuz they’re crazy.”

Nichole Pitts

Yeah. We love to throw that out.

Jessie Kate Bui

So you’re not satisfied with saying they’re just crazy on the fictional show, but somehow you’ll do that.

Nichole Pitts

And then it’s the whole thing of using “crazy” as a descriptor when it actually can be very offensive. It’s like, well, are you trying to say that they’re less than because of a mental illness or what is it?

And sometimes bucket it into these arbitrary categories so that we don’t have to get uncomfortable and maybe deal with something that we need to, maybe there’s a bias that we need to get into. And that’s one of the things that I found interesting when you were talking about how our viewpoint, our own bias really impacts design, and you talk about experiential versus voyeuristic. What is experiential and what is voyeuristic?

Jessie Kate Bui

Yeah, so like we’re talking in this example, we’re kind of using the idea of like, how is the camera framing the story? So in the viewpoint of it, we can use that in our daily life to think of like, what is our view on the situation in this case, it’s very literally like, what is the view?

How are we looking at it in a practical sense? And so experiential would be the intention ofthe director or the creator is to help the audience feel as if they were there as if they were experiencing this immersing themselves in the situation. The Great Gatsby, as an example of the film with Tobey McGuire going into this party and just being this cacophony of noiseand loud and music and dancing. Now, if we were to portray that in a literal sense, like how it historically would have looked. We would see people wearing modest, according to our current standards, modest clothing, dancing to old fashioned music.

We would not feel a sense of rebelliousness and youthfulness and excitement and loudness. So the director, in order to create that viewpoint, uses a lot of very rapid moving camera movements so that we could never really sit with anything long enough. It’s like you’re being tossed through a crowd.

You just like, can’t really focus and register a lot of the information. He also modernized the music. So it would feel more youthful, feel more rebellious. He modernized quite a bit of the fashion. He pulled from modern fashion designers. So it would feel current. It would feel edgy. It would feel forward thinking.

And so all of those things, intimate, moving shots, never really spending time, too much registering any one piece of information and being thrust into the emotional, immersive feeling of something that captures the heart of that scene or rebellious, youthful forward thinking group, having a blast. So we needed to make it more contemporary if you wanted a experiential idea viewpoint.

It really crosses that time. You know, it’s like it’s time travel, right? We’re able to kind of bridge something in the middle so that we can relate to the feelings of that time. Maybe learn a lesson that that time was able to learn, but apply it to our current life a little bit more directly.

In contrast, the voyeuristic view is the opposite. It’s like, we’re sort of stepping back. We’re taking time. We’re taking in the image. We’re saying like, for example, with Downton Abbey we have all these stiff traditions and propriety and rules of this polite society.

And we’re needing to learn those and take those in and believe them so that we can fall into the gossip. We need to contextualize and believe this world to make the gossip feel punchy. We’re kind of poking, we’re sneaking in. And so we want it to be realistic.

We use a lot more still shots, a lot more pulled back shots to kind of establish things. We wanna maybe see more of the full costume so that we can say, oh, this is from this era. This is from the 1910s, twenties, thirties, whatever. We’re really wanting to notice that information. If something is awry, it’s going to feel jarring in a voyeuristic viewpoint.

We don’t wanna feel like we’re suddenly some contemporary things slipped in. It’s gonna take us out. But because of that establishment, there’s a scene where they’re all around the table. I think it’s in the first or second episode. And the matriarch of the family says something like what’s a weekend because it’s so beyond her, like, she doesn’t even perceive of this because she doesn’t live in a world where she works nine to five.

And so in order to get the payoff of oh, she doesn’t know what a weekend is? And we wanna like gossip about it? We had to believe that that made sense. If we were to put that in experiential story, it might just fly past us. It’s so subtle. It’s so quiet. You’re listening to every word, every little flick of an eyebrow, it’s like, oh, oh, oh, what did they say? Oh, they said this? And so we need all that information.

Nichole Pitts

I love that. Well, even with Downton Abbey, that was when I first was like, “I need to be a Duchess because I don’t wanna know what weekends are either.”

Jessie Kate Bui

I don’t wanna know what that is ever.

Nichole Pitts

And every day I immediately was like, I need to be Mary, I don’t wanna be Carson who is working all the time and have sift the wine into the decanter and all of this. I was like, that’s a lot of work. It was one of those things where you couldn’t relate, but they brought you in because they were petty.

And as you said, it was the gossip, but you were like, well, what is going on now? And the little cutting lines where you’d say, “I can’t wait until grandma gets back here because she’s gonna have something to say.” And then even the class dynamics, when you think about the new heir that had to come, who was a lawyer.

And how that shook up the socioeconomic and class status in the dynamics between them, because they were like, “What’s this work stuff. Why are you soiling your hands?”

Jessie Kate Bui

Exactly. And those are the kinds of things where you’ll have scenes on those shots where they’re sort of having dinner for the first time, when he’s coming into town, you see a lot of comparison.

We’re getting information. This is what they look like. This is what they look like this, they said this, but they said that, see how they’re different? We need to like, see all that information. So that those little moments like, well, you know, I have to work and it’s like, what is that? And I have a weekend.

Well, what, like, what is that? All those things are funny because we’ve been given all that information how they’re different.

Nichole Pitts

Exactly. In the book you talk about really four power elements: the established power, rising power, the foreign power and the people. Let’s start out with the established power. What’s that?

Jessie Kate Bui

So it’s somebody who’s been sort of in charge for a long period of time. You can think of things like Queen Victoria, how long was she in charge? How much influence did she have in establishing the way things looked, buildings, society, rules, etiquette, all these things she had a lot of time to create those standards to set standards. And then you have the rising power. This is the power. That’s like the child of the established power. This is the kid who doesn’t wanna do it the way that mom and dad did it because, you know, I gotta find my own thing. I gotta find my own way. And so they’ll oftentimes contrast that with maybe more escapist, adventurous types of attitudes. It’s the teenager kind of vibe. They’re trying to find their own and so they’re doing things in the opposite way.

Nichole Pitts

Almost like a Prince Harry.

Jessie Kate Bui

Yeah exactly. Right. It’s a really good example. It’s sort of like, what if the way that they did it, isn’t the best way. And what if I can find a better way and, improve on it or change itto shake things up.

And then you have the foreign power. These would be like people who are invading maybe it’s imperialistic, maybe it’s evangelism. You see people coming in to teach their beliefs to other cultures, but either way, they’re coming from some place that is different than the location and in that way can impose their power on the native culture. They might strip thenative culture’s identity by saying, well, you need to live the way that we live. This is our opinion. This is the best way to be. It’s oftentimes in those power dynamics of someone kind of invading another culture, however altruistically in their mind, that sort of strips the other of the identity. And then the people is the people, right? It’s when the powers get too imposing. Maybe we run out of food, we run outta water, we have too many problems happening because who is in charge is sort of creating havoc, then the people rise up and demand change. So this might be French Revolution or things to that measure. There’s all sorts of examples. One thing I think is really important to kind of pin in this one is that this power dynamic, we often think of it in the large scale of like societies and countries, but this can happen in a family.

This can be, this is the number of the family who’s established, follows the rules. This might be mom and dad or something like that. And then here’s a rebellious teenager. And then here’s the one that’s like coming from a new point of view, or maybe it’s an in-law like it’s married in and shakes up the dynamic from a foreign point of view.

Nichole Pitts

That’s a really good point. With the established power, you mentioned Queen Victoria and one thing I did not put together was that Queen Victoria really birthed the monarchy of so many countries between Russia, Spain, Denmark, all these places and the power of that reach. But even if we go to Elizabeth the First, before Queen Victoria and how that standard of beauty was really set because she used lead paint and white powder on her face that was to cover up the scars from smallpox.

It became a beauty thing. So that was like, yeah, we have to really have this lighter skin. You’re really trying to be as pale as possible. And as England was colonizing these other countries, you think like India and the colorism of that’s just one of the countries that have an issue with colorism. So you had a lot of these skin lightning products that were sold in so many countries in order to achieve that standard of beauty. And it’s just interesting to me on how an established power, something that they may do for their own personal vanity becomes a cultural phenomenon.

Jessie Kate Bui

I mean, this is a big reason why I felt so passionate about this book was it’s like let’s unveil the man behind the curtain so that we can then decide how much of these things we want to actively participate in. Or how much of this is subconsciously out of our understanding, we are participating in without making a active choice. I think like Devil Wears Prada is a good example where they talk about the color that the lead character Anne Hathaway is wearing. And she’s saying oh, that sounds like so silly what you’re doing with fashion without realizing that she is wearing a piece that was influenced by the runway. Whether or not you’re actively participating, you’re participating like it’s happening because it happens at such a large scale. And so just understanding that allows you to have more power over your own life and how the ripple effects that you create are where you’re sending them.

Nichole Pitts

Yeah. That’s a great point looking at really where you’re influenced by society and you don’t really connect that to understand, oh, I might be saying I’m standing up to something, but what you’re wearing is influenced by that very thing that you’re trying to reject. Yeah. When you talk about foreign power I was also thinking about the war in Ukraine with Russia and looking at how that was even covered and how the Africans were treated that were living in the Ukraine trying to get out.

And with the people, I was thinking about the #metoo movement and George Floyd, cuz that was another one of, okay, we’ll rise up sometimes I feel like it’s a trend and there’s some performative action there, but you used a great example of The Beatles in the book and I wanted to know if you could expound a little bit more on that.

Jessie Kate Bui

So yeah, we have this idea that in 1966, they had set aside their mod style to make their own opinion about what they wanted to say, what kind of statements they wanted to make but we had them be like, these are the guys who like fit the bill. They fit this style that everybody liked and then shifted it. Used their power that they were gaining as the people to make a statement, make a movement that contrasted what they set out to do at the beginning. I think another example I want to bring up because I feel like this might be a little bit more exciting.

So we have things like kicks essentially really nice, well designed expensive sneakers and these are a symbol of the people. And why would fancy sneakers, super cool, decked out sneakers, be a symbol of power? They’re sneakers. These are working shoes. Yes. Right. These are examples of someone who has been able to transcend their working class, gained power as the people. And then instead of modeling after the established power, they actually elevated the meaning behind the sneakers and said, “Hey, the working class is great, is worth all of this attention is worth the extra design, the expense, because this is our power that we gained, not a power that was given to us. not one that we inherited or had to change ourselves or our identities to fit their agreements.” So similar with The Beatles, they were able to shake things up once they had power and then that creates a new movement. So these are the kinds of things that I love about this people narrative.

Nichole Pitts

What’s interesting though, with using the kicks as example correct me if I’m wrong, but I feel like a lot of these sneakers are still owned by big companies like Nike. So there’s still a financial benefit to their traditional established power. So my question is, where can we empower ourselves to where that money is not going towards this more established power that may look at this as a commodity rather than uplifting and putting a spotlight on this particular culture or group?

Jessie Kate Bui

This actually starts to overlap into this idea of appropriation and I know that was something that you wanted to talk about because this happens in both fashion, the music world like mainstream hip hop, underground hip hop, things like that, where, as soon as the established power sees an advantage, they’re going to say, “Hey, let’s make that our own.”

As soon as the majority sees some interest or fascination with something, let’s make that our own. But in doing so, they start to redefine the meaning because when you tie this idea of wearing a sneaker that has a meaning of empowering the people but the money that I spend goes to the established power, am I really paying homage to the meaning and supporting the original source? Or am I appropriating it and allowing them to continue to appropriate and redefine the meaning of that object?

Nichole Pitts

Yeah. And that’s really where I struggle with these months or holidays like Juneteenth and black history month because you see a lot of these large companies commodifying the culture, but not really providing the understanding about it so it’s like, yeah, “Hey, come get your Juneteenth ice cream.” What is that? You know, or here’s a watermelon salad. And it’s like, now we’re getting into stereotypes. And it’s understanding like where that is. And to the point that you were talking about with appropriation versus homage it’s where do you really understand what this is about so that you are showing appreciation for it because you’ve educated yourself so that you can do something that is helping to uplift a particular culture or community versus looking at how do I profit from them?

Jessie Kate Bui

Yeah. Right.

Nichole Pitts

Think about Kardashian and kimono. And it’s just like, seriously, that’s one of the things where I’m like now, I thought everybody knew what a kimono was, come on.

Jessie Kate Bui

You’re like, wait a second. Nobody Googled that?

Nichole Pitts

I was right in her team at this point. I was like…

Jessie Kate Bui

No. Right? And so this is where we run into this with cultural appropriation versus really homage, like you’re saying, how do we support something that we’re not maybe directly a part of, how can we engage in those things?

It feels so daunting and it feels so overwhelming. I think that people just stall oftentimes, cause they feel like there’s so much. I don’t know. I don’t even know like now what am I wearing is every like, oh my God, now your whole closet feels compromised because you don’t know what to do.

And I think when there’s complex problems, there can be simple solutions to start. And I like to think of complexity as layers of simplicity. And so you need to go to the core layer and the simplest place to start to tackle this problem isn’t to try to change the world or change these big companies. That’s too beyond you until you feel locally resolved. So understand the meaning of the object, learn the stories behind the things you engage with on a day to day basis. If you love sneakers and you love cool decked out crazy colored sneakers, learn the story behind the sneakers.

And once you learn that story, it’s even more intuitive to know how you can act to align with that. Like more honorable I guess of respecting the source of that meaning, and that story, because how sad would it be if you really love a symbol and in your ignorance and how you engage with it, you diminish the power of that symbol for the people it actually sort of necessary for, or it creates a part of their cultural identity?

Nichole Pitts

I love what you said about with complexity. It’s layers of simplicity, because that makes so much sense. I mean, it’s so simple. Yet, so complex at the same time, I had never even thought about that. And even in this example, if we think about you have a particular sneaker and you’re compensating the designer, but you wanna pay homage, then, one of the simple things is engage your employee resource groups. If you have an employee resource group of that particular community, then that can give you different viewpoints because not each group identity is a monolith, so there’s gonna be different viewpoints of that very same thing, but it’s great to put in there, hear that socialize it with a group that reflects society. Then look at, okay, we’re gonna roll this out, but maybe also identifying what sort of charities or organizations can you give a portion of the profits to? Because you know, we live in a capitalist society, we wanna make money and I get that, but how do you pay it forward too? If this is something that you really wanna highlight to continue to educate on this particular thing, what is your launch campaign about this?

Jessie Kate Bui

Right. And one of the benefits of these established powers is oftentimes tools, resources, they have manpower to execute things like creating multiples of an object. And it might not be something you can do as an independent creator representing your identity. So being able to partner with these things in ethical ways and saying, Hey, let’s team up so that we don’t compromise the meaning and the point of this. But we can still, run our companies and work together.

I think one of the solutions on a little bit of a broader scale, is the power of the people and to say these companies aren’t gonna change. Established powers don’t change until you demand it because they figured it out. They have a way of operating. There’s no reason to shake the status quo here.

Right? It’s functional so they change though when the people demand it. So when we start to see things like people demanding more authenticity, because they’re starting to see the effects of mental health in social media once that happens and people start to make enough of snuff about it well, now the company start to say, well, here’s the way that we do this. Or we take away the dislike thing, or we do these actions, but those actions come in response to the people, demanding it, and the people need information and understanding to demand. And so that’s why I think it’s so important to have resources. it was one of the reasons that I wanted it to be a physical book because having something that’s accessible, that we can translate into different countries and make it a price point that’s possible to have, or to donate allows many people to be empowered, even in their low income situations and have more diversity of viewpoint saying.

You know, we demand a little bit more respect about honoring these ideas and we have words and ways to articulate that so that it’s not lost in translation.

Nichole Pitts

How do you feel like social media has impacted these power dynamics? Like the established power or the foreign power? How do you feel like this is something that has made a difference versus if you think about The Beatles and their impact on culture, just from TV, that visual there and magazines now we’re in the current times? How do you feel that social media has impacted that?

Jessie Kate Bui

Well, I mean, I think one of the interesting things, and maybe coming from storytelling, I maybe noticed this a little earlier, cuz it’s design and storytelling where like, oh, Instagram is marketing. That’s just what it is. That’s what it makes sense is.

And I think a lot of people were thinking of it more as just community and conversation and now are realizing that it is that kind of tool. Everybody can be a marketer. So what’s happened is we went from having, our Mad Men, marketers that were aligned with the established people who could pay them to create these big campaigns and essentially establish, this is what we think about this idea.

This is what we think about this idea. And it’s been calculated by a group in power. Now we have social media. Which, when you understand how to use it and, and have it be like a healthy tool to engage with actually allows more people to create different opinions that then can become trends and different campaigns that make a splash and impact that don’t align necessarily with the established power.

And so I think it’s a great way to amplify the voice of the people as long as we are not succumbing to the way that the established power sometimes formatted it. So that it’s difficult to engage with. It can cause a lot of strain on mental health.

If you don’t understand how to navigate that speaker phone that you’ve been given, you can get verbally attacked or bullied in lots of different ways that are negative. But once we understand that we are walking out into a crowd in a giant forum and yelling things out, we use that tool very differently than if we thought it was more just like we’re in our house, in a home safe space.

But I think once we understand it, it does have the power to shake up the power dynamics. Very literally.

Nichole Pitts

I feel like accountability with social media is really important because I’ve noticed that you’ll have these trends of people speaking up and then there’s this form of activism of we’re going to handle it.

And then they’ll have a great statement or they have their black box on Instagram, but you look at six months to a year later and nothing much has changed. You look at even how the pandemic has impacted mental health and our companies really looking at how to address that.

Jessie Kate Bui

Yeah, I really like how you were pointing out, this idea that, we might make a statement andthen put a black box up or do something and then leave it.

And I think this is part of how, it’s been reframed for me as I’ve changed my relationship with it and investigated my relationship with it in order to kind of find something that was healthier. I found that it is a long term relationship. If you are creating something on Instagram I like to think in years and quarters and longer term ideas and it takes a long time for people to change their mind about something or to see a new point of view. It’s not gonna happen in one post. Right? You could even tell yourself advice 10 years later, give it to you. It’d be the perfect advice, the exact thing that you need to get a leg up. And it would just go over your head. Because you weren’t in the right mind state, or you had too many limiting beliefs that were in the way of you comprehending that advice. And so you think about that and if you wanna make a change, if you really advocate for these points of view and you really wanna use that tool.

Meet people where they’re at and spend time, if I want to advocate for black lives matter, I need to make a conversation of that. I need to break down what are my limiting beliefs about it, let’s have conversations. What are some of the things that I’ve learned over a longer period of time to actually make an impact?

It isn’t a one note thing. We want our world to be microwave convenient, but this is slow food style. Let’s take some time here, make some integrity in our choices so that they have lasting impacts & are more sustainable.

Nichole Pitts

That’s a really great point. And I think also managing our triggers when we engage in some of these conversations, cuz we all know that if somebody says a certain phrase or word and you’re just like, oh my God, then you checked out and they may be sharing something that is really critical or that you can go onto and be like, this really makes sense.

But because they’ve said that word or phrase, or you’re like, “oh you’re part of this political group” or something like that, I can’t even take you serious versus let me understand where you’re coming from because the more informed you are than that can actually help your own arguments.

Jessie Kate Bui

Exactly. It’s a balance. And it’s a choice between your boundaries with your time investment and things like that. But again, it’s this urgency that’s making us feel like we have to act while we’re still in the triggered state. You can step away, you can chill off, you can go to a therapy session, you know, word vomit, all the thoughts out and then calm down, find a place of resolution and peace, where you go, okay, these are my boundaries. This is what I want to engage with. This is how I wanna engage and then choose to participate if the person’s not there anymore, that’s not gonna go anywhere anyway. If they’re only there to be, if 0.1 seconds later, you respond, then that shows their level of investment in actually finding out the solution or the point of view.

Nichole Pitts

That makes so much sense. And Lord knows, my therapist knows all about these people that trigger me, cuz I will be like, “Billy said X, Y, Z.” And she’ll be like, “Well, have you thought maybe Billy…?” “No, I don’t care what Billy’s thinking. He is worst. He’s now my nemesis.” I have created a whole Marvel movie behind this, right? This is my bias. I can’t take anything that Billy says seriously, because he’s said something crazy to me two years ago.

Jessie Kate Bui

That’s such a great example of how you can both be a moral compass and a foggy mirror. It’s like sometimes when we’re triggered, everything is simplified in order for our mind.

To be able to handle the situation. It can’t process the complexity you are in a compromised state. So it will simplify. This is the villain in my story. This is the hero, which is always me. Right? And you have to kind of navigate through that. It doesn’t mean it has to stay that way, but it’s unfair sometimes to expect that like suddenly you would be like enlightened and negotiable while you’re still in a, like a chemically compromised state. It’s like, give yourself some compassion, be black and white for a little bit, but you don’t need to like post yet.

Nichole Pitts

Exactly. Do you feel that these mainstream storytelling methods, power elements and these stereotypes impact how we view ourselves?

Jessie Kate Bui

Yes. This is something really important. We’ve been talking about how the established power can have effect on us. And we might not know the effect cuz we’re not tracking it down, that path to us, and the types of films that we consume, it affects our way of perceiving ourself and then acting in our life on a day to day basis.

According to the beliefs that we internalize, you know, if you already feel down on yourself and you don’t see yourself represented, you’re like, I don’t feel like I have value or I feel worthless and then you’re not represented or your struggles or point of view isn’t represented. It just reinforces the feeling of worthlessness.

Nobody else values that point of view. So it can reinforce lies. It can also break them down. It can also help dissect them and say, here’s another way to conquer this problem. So we are affected in the way we perceive ourselves how we perceive others. And then in acting that out and saying, maybe you watch a lot of movies where there’s stereotypes and it’s consistent.

And you grew up with that. That’s all you consumed, right?  You would treat others as those stereotypes, which would reinforce the stereotype. And then that triangulates into, then I must be a stereotype as well. I am only limited to be able to be this kind of person.

It is a very influential tool. It can create lies and it can break them down and understanding how to tell a story, I think is an ethical, it’s a responsibility that I wanna take on so that I don’t create lies. But I can use fiction to help people tap into truth. Like it’s a very interesting dichotomy.

Nichole Pitts

And I think that is a great place to leave the podcast for this episode. On our next episode, we’re going to continue talking with Jessie Kate, and transition into what she was saying about the fictionalized storytelling and how we can learn to tell our own stories and understand our own limiting beliefs and stereotypes that we’ve put on ourselves and others. How do we reframe that narrative so that we can be more honest, transparent and authentic, not only with ourselves, but how we show up in society and with our families. So thank you so much, Jessie Kate, and thank you so much for listening to the podcast. If you enjoyed it, please go on to iTunes or Spotify, or whatever you’re listening to and give this a good rating.

If you didn’t like it, then just go ahead and close out. Don’t touch anything. Just go ahead and close and we’ll look forward to seeing you on the next podcast episode with Jessie Kate to talk about her Parallax Method and how we create our own narrative that is specific for us. So thank you. And thank you, Jessie Kate.

Jessie Kate Bui

Thank you.

End of episode

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