How Caroline May of Grown Creative, Owns It
On this week's episode of Own It, we have a great guest, but also a great guest host. Megan Lally from High Dive in Chicago sits in today and interviews Caroline May from Grown Creative in St. Louis. Her firm likes to think of advertising as a way to sneak art into the world. They focus on marrying ideas and stories to connect with people.
They talked about Caroline’s journey to ownership which included being a journalist, a public relations pro and a creative director, among other roles. Megan and Caroline also discussed being mothers as agency owners and, of course, the challenge of closing the gender gap in ownership in our industry.
We really enjoyed hearing Megan’s conversation with Caroline. We know you will too.
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Key Takeaways
EPISODE: Caroline May from Grown Creative
1. Coaching Junior Creatives: Cultivating a Safe Environment for Risk-Taking | 00:13:27
Rather than putting junior creatives on the defensive by demanding they justify their ideas, a more effective approach is to publicly praise good ideas and their originators. Breaking down why an idea is effective and arming juniors with talking points helps them feel safe enough to take creative risks. This contrasts with the traditional "challenge and defend" model, which can stifle those who are more reserved or from groups historically discouraged from speaking up.
2. The Power of "Ownership" Beyond Management | 00:22:05
As one progresses in a creative career, particularly into management roles, there's a risk of becoming disconnected from the actual creative work. While management offers responsibility, true ownership allows for the ability to implement desired changes and create the ideal working environment, rather than just advising. This shift from "managing without owning" to full ownership brings a sense of relief and agency to effect change.
3. Just Do It: Don't Wait for Permission or Invitation to Start Your Own Business | 00:27:10
Many, especially women, fall into the mindset of asking "what am I allowed to do?" The reality is that one can initiate a business (e.g., form an LLC, open a bank account, sign a lease) without seeking permission or waiting for an invitation. The process can snowball, building momentum and proving that the endeavor is possible, often surprising even oneself.
4. Overcoming Financial Barriers for Women-Owned Agencies | 00:35:05
A significant barrier for women starting agencies is the capital requirement and the societal challenge of women feeling empowered to invest in themselves or access necessary loans. Educating women about state and federal women-owned business benefits, small business grants, and set-aside funds is crucial. Utilizing these resources, despite their complexity, can provide a competitive advantage and help counteract existing obstacles in a male-dominated financial sector.
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