Beth McCarthy, Managing Director of Business Development and Strategy
I recently watched Simon Sinek’s Ted Talk, “How Great Leaders Inspire Action” thinking it would provide useful fodder for an entrepreneurial leadership course I was developing. The idea that people don’t buy what you do, they buy why you do it. That having a sense of purpose, understanding why you get out of bed in the morning, why you exist is what truly characterizes a good leader, organization or brand. While I realize I’m late to the party watching this Ted Talk (it was filmed in 2009), the idea of coming from a place of why (vs. how or what) had a profound effect on me. Not only did it become the backdrop for my course – so much so that I graded students on their ability to credibly come from a place of why when developing personal elevator pitches – it also became my mantra.
Prior to seeing Simon’s Ted Talk I was chalking up this need for more purpose in my life to reaching a milestone age. That I needed to find purpose to make the best of the next phases of my career. But what I’ve learned – and what I’ve impressed upon my students – is that realizing what your why is – and aligning with others who also come from a place of why is not something you should wait until you reach a certain age or a certain point in your career. Find your why now.
Over the last few months I’ve met with many senior leaders across different types of companies. I was on a quest to find work that reignited my sense of why. To be inspired. And to inspire others. Among those with whom I met, Clift Jones – CEO at Captains of Industry was a stand out. Everything he said about himself, his company, his clients, his family – it all came from a place of why. He explained that Captains creates content for brands driven to change the world – companies who are out to shake up whole industries, reject the status quo, and do great things. He called these companies challenger brands.
He went on to share the Captains manifesto – that marketing isn’t about making people want stuff – it’s about making stuff people want. And that doing this requires investing time in fully understanding people’s needs, wants, habits, frustrations and wish lists to create stories that are deeper than what’s being sold. Stories that educate, foster intimacy and shape opinions. Stories that drive real change. It was clear to me that Clift and his team embody what Simon preaches – they think, act and communicate differently from everyone else. They have an inside out approach to all they do.
Needless to say – Clift had me at hello. So much so that I decided to join Captains and work with his team, to inspire brands and create stories that drive change. And revel in the fact that I’m doing work that comes from a place of why.
Everyone at Captains of Industry is excited to welcome our newest Captain to the team – Beth McCarthy, Managing Director of Business Development and Strategy. Prior to joining Captains of Industry, Beth was a Vice President of business development and strategy at Communispace where she built relationships with new and existing multi-national brands. She brings a boatload of business planning and consulting, customer understanding and workshop facilitation expertise to the team. So, why does this matter? Because today more than ever Captains of Industry will be able to deliver great strategic insights, with surprising creative, that helps our clients be wildly successful. You can see more about Beth on her LinkedIn profile here. Welcome Beth!