This week on Own It we’re talking to Amanda Atoyebi from Red Thread Strategy Partners. She and the firm specialize in transformative commerce strategy to help brands grow. Her solutions over the years have helped clients like Gatorade, Tropicana, Quaker Oats, Colgate, Unilever and Energizer, among others.
Amanda and her husband have an 18-month-old son. She is also a life-long equestrian and owns and rides two horses and teaches at Miami University of Ohio.
She’s so brilliant and insightful. You’re going to love this episode.
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For Amanda, the birth of her son and the loss of her father solidified her resolve to build something lasting and meaningful. These personal experiences transcended her initial doubts and provided a powerful drive to overcome challenges and commit to her entrepreneurial journey.
Initially, Amanda and her co-founder felt pressured to "sell" their services, which didn't align with their strengths. Recognizing that their value lay in being consultative partners, leveraging their expertise to solve complex problems, was a game-changer. This reframing allowed them to connect more authentically with clients and grow their business.
The co-founders initially focused solely on brands, given their past experience. However, they realized that agencies also needed strategic support without the overhead of full-time employees. By adjusting their business model to target both brands and agencies, they unlocked significant growth opportunities and carved out a unique niche.
Many women don't consider entrepreneurship due to a lack of visible role models across different career stages and the perceived linearity of success. Amanda emphasizes the importance of sharing authentic stories about the challenges and triumphs of entrepreneurship to show that success isn't always linear and that taking the leap is achievable.
Amanda advises that it's okay to experience fear and doubt while pursuing ambitious goals. Instead of letting fear paralyze you, acknowledge its presence and proceed with confidence, knowing that both vulnerability and strength can coexist. This approach allows individuals to "fake it till you make it" while actively building the expertise and achievements that reduce future doubts.
