This week on Own It we’re talking to Gina Clementi from Good Story. Her firm does what she calls brand archaeology. They dig past marketing speak to uncover stories worth telling. We had fun uncovering her stories worth telling including how she came into ownership. Her experiences with Nike where she built much of her expertise in the industry, and her lifestyle in the pacific northwest.
We also dug into her thoughts on closing the gender gap in ownership in the ad business.
This is another episode where you’ll learn and laugh. It was so much fun talking to Gina.
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Switching industries, even if they seem disparate like sports marketing, healthcare, and deep tech, can make someone a better and more versatile marketer. These diverse experiences offer different mindsets and perspectives, which are invaluable for understanding how various brands function and for building an agency that can tackle a wide range of challenges.
Gina realized there was an untapped market for an agency that truly understood the brand side's narrative challenges because she had sat in their seats. This insight, gained from her extensive in-house brand experience, allowed her to create an agency that could offer a unique, empathetic perspective and build necessary infrastructure for clients, rather than just delivering creative work.
While adept at developing strategies for others, Gina found it challenging to apply the same principles to her own personal brand and agency. She realized the importance of integrating her personal voice and identity with her business's narrative, acknowledging that "I can't separate Gina from Good Story and Good Story can't be separated from Gina." This self-realization was a significant learning curve in her entrepreneurial journey.
Success isn't solely about financial gain but also about designing a life that aligns with personal values and aspirations. After experiencing the demanding corporate world, Gina intentionally built Good Story to allow for a balanced life, prioritizing travel, family time, and personal well-being over a 60-hour work week. This redefinition of success empowers entrepreneurs to create a business model that supports their desired lifestyle.
Women often face greater scrutiny and criticism if they fail in entrepreneurship compared to men, leading to hesitation in taking risks. Gina suggests that women tend to overthink and internalize potential judgment. However, she argues that moving past this fear, and even embracing potential "failure" as a learning opportunity, is crucial. She also proposes that what some perceive as imposter syndrome might just be a sign that "the room wasn't built for me," encouraging women to build their own spaces and rules.
