This week on Own it we’re talking to Benita Conde from Create Radical Love. After many years in the advertising industry at stops like Fallon, BBH and Anomaly, Benita started Create Radical Love which is a life coaching and consulting firm for people who want to radically love their whole life experience.
So this episode will be informed by her agency experience, but include much, much more.
We talked about her journey, her firm’s intent and work, and of course the challenges we face with the gender gap in agency ownership.
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Benita initially believed she was not creative and only capable of facilitating others, a belief reinforced by her professional environment. Through personal development and coaching, she realized these were limiting beliefs projected onto her by the system, not her true self. This realization, sparked by returning to ballet, allowed her to embrace her inherent creativity and entrepreneurial spirit.
Benita emphasizes starting with how an idea or decision "feels in your body" rather than overthinking it mentally. She explains that the mind, when confronted with something new, often defaults to fear or known patterns. By tuning into intuitive and sensory responses, one can uncover deeper alignment and excitement, leading to more productive and aligned choices.
Many women entrepreneurs are creating businesses focused on humanistic and regenerative approaches, prioritizing freedom, meeting people where they are, and fostering fulfillment for employees and themselves. This contrasts with traditional models often driven by growth for growth's sake, suggesting a shift towards sustainability and intentionality in defining success.
For driven individuals, especially those stepping into entrepreneurship, it's crucial to remember that their worth is inherent ("you are enough") and not tied to external metrics or achievements. Additionally, seeking and accepting support from coaches, mentors, and community is vital, as attempting to navigate challenges alone is often an unnecessary and counterproductive struggle.
Benita highlights that everyone has the capacity to design and create a life that they radically love, even if it looks different for each individual. The key is recognizing this permission, which often needs to be granted to oneself, to move beyond what "should" be done and actively pursue what is truly preferred and aligned.
