Ep #17: The Interview with Ruthie Schulder, CEO of The Participation Agency

 In Podcast

Kris talks with Ruthie Schulder, CEO of The Participation Agency and one of Inc. Magazine’s top 100 female founders. Here she shares many of the challenges she has faced managing people and one thing people need to know in order to have the best chance at succeeding.

Ruthie Schulder’s Bio

Ruthie SchulderAs co-founder and Chief Executive Officer of The Participation Agency, Ruthie Schulder reinvented the agency model. Bucking the trend of conventional pay-for-play opportunities in music and art, she started The Participation Agency to develop radical experiential campaigns with brands as partners—not clients.

Focused on the idea of placemaking, Ruthie pioneered Outpost—a series of sophisticated rest stops for creatives in developing markets. Serving musicians on tour, Outpost, and its sister Basecamp locations, route culture and arts through emerging markets across the US, invigorating cities with world-renowned talent and giving brand partners organic exposure.

With an international portfolio of clients, Ruthie’s work has helped drive multi-million-dollar campaigns for Fortune 100s, tech startups, and cities seeking innovation through experiential. Ruthie was named Inc.’s Millennial CEO Rising Star and under her leadership, The Participation Agency has won a CLIO, an Ex Award and consecutive placements on Inc.’s Fastest Growing Private Companies list.

Ruthie is one of Adweek’s Disruptors – a list of 39 women spearheading the revolution in advertising, media and tech. Ruthie and her co-founder are also behind “Let’s Work,” a monthly gathering for women to rethink networking and forge professional alliances, developed in partnership with the Soho House.

Ruthie holds an MBA from NYU Business School.

What you’ll find in this episode:

  1. What Ruthie believes was the most startling part of hiring people.
  2. What Ruthie considers to be her greatest challenge.
  3. When it comes to how you want people to get their work done, this approach is the one female visionaries are most uncomfortable with.
  4. Let’s Work events occur every month in New York, quarterly in Los Angeles and are rolling out soon in Chicago.
  5. One thing Ruthie feels people need to know in order to have the best chance at succeeding.

Featured on the Show and Other Notes:


Subscribe by your favorite method and my podcast will come right to you!

Podcast Transcript

Kris Plachy: Hey everyone. I’m Kris Plachy, and this is How to Lead for Female Entrepreneurs and Founders because the best way to grow a business is to grow the person who’s running it. Let’s go ahead and get started. Hello rock stars, how are you? Welcome to this week’s episode. I’m really excited to share an interview that I did with you with Ruthie Schulder. Ruthie is one of the co founders and CEO of The Participation Agency, which is an experiential marketing agency based in New York. I met Ruthie just by a total happenstance. I think someone on her team listened to my podcast. Ruthie said, “I need a coach,” and she put us together. We met first on the phone, and then I actually went to one of the events that she and her co-founder they created an event that they host in New York for women called Let’s Work, which they’re also expanding on. So I went to one of her events, and I had an opportunity to meet her in person, and we had lunch. I am always super excited when I get the chance to meet really smart women.

Kris Plachy: It’s why I do what I do because now I surround myself with these really smart clients, and really smart women. Ruthie is one of those women man, she’s just wicked smart. You know how you meet people, and you think, “Gosh, how does your brain work? I love how you think. I love how you put ideas together in your brain like other people don’t.” So their work in the world, The Participation Agency’s work in the world is really unique, and needed, and it’s sort of developing its own need. I don’t know how else to say that, right? So what they do creates the need for it, right, how they do that. But at the same time, Ruthie is the CEO, and she’s been figuring out how to manage a business, and manage people. Even though they’ve had all this success, there’s also been all the things that have gone on as being a business owner.

Kris Plachy: So it’s honestly just been an honor for me to be along with her as she’s been building her business, and developing relationships with clients, and in the marketplace, and in the world with what she does, and at the same time also having to vet out those decisions that we all have to make when we’re running seven figure businesses, there’s just no way around them. It honestly doesn’t matter if you’re running a business where you sell stuff, or you’re running a business where you are an agency, and you’re selling your service and your ideas, or you’re an online business, right, and you’re selling your online course or product. So anyway, so I’m super excited for you all to hear a little bit about Ruthie, and I really would encourage you if you are drawn to thought leadership and to women who really become kind of the navigators and the creators in their space, I just want to really encourage you to follow her, check out their website. If you can get to one of the Let’s Work events, go to a Let’s Work event. Without further ado, here’s Ruthie.

Kris Plachy: Okay, all right. Ruthie Schulder, I’m so excited that you are here to talk with me and then by extension my listeners, which is awesome. Ruthie and I have known each other for a while. I’ve had the opportunity to know her, and work with her, and learn all about her incredible business, and also just the work that you do in the world Ruthie is so impressive for not just in your space in the experiential marketing space, which I’m going to let you talk about more, but also in helping other women, and being a mentor to other women who also want to find their place in the world, and how they get their employees and their work out there. So I’m just super excited to have you here today, so thank you for being here.

Ruthie Schulder: I’m excited to be here.

Kris Plachy: Yay, so why don’t we just start with an introduction? Why don’t you tell us, tell people who are listening who you are, and what you do, and kind of go from there?

Ruthie Schulder: Sure. I’m Ruthie Schulder, the co founder and CEO of The Participation Agency, which is a creative agency mostly focused on experiential marketing. So what that means is we create experiences that have a kickoff point with a live, physical activation component that’s then supported with a very robust digital strategy to make sure that the word continues to get out to all of the people who we want to be listening to. That’s, yeah that’s the core of my business. We work with brands of all industries, and all sizes, and then we also create a lot of our own IP. So if there is a creative idea that we really believe in, we take the financial risk, and we put that idea out to life, and we prove out the best practice, and then brands come in and partner with us after we’ve proved out the case study.

Kris Plachy: So good. So tell me a little bit about because ever since I first met you, I’ve always just been so intrigued by your work. It’s kind of like I didn’t even know what you do existed, right?

Ruthie Schulder: Yeah.

Kris Plachy: That’s what’s so fun about it. So how did that even get on your radar? What was the attraction? How’d you get into this?

Ruthie Schulder: Yeah, so I actually can’t take credit for that. Jessica, my business partner, we both went to NYU to get our MBAs, and she’d graduated a little bit before me. She was very into New York city nightlife at the time, and also was a brilliant marketer, and really honed in on this piece of marketing, which companies were just starting to really allocate more and more budget towards. She really had this vision that saying experiential at that time was like saying social media even 10 years before that where everybody knew that they had to do it, but they didn’t know why, and we didn’t know the how.

Ruthie Schulder: Between her sort of love of experience and our marketing combined marketing and strategic acumen, we were like, “If we can really make a name for ourselves and come to the table with some programs that really work and kind of kick off with a bang, then we can really get a foothold in this piece of the business that’s growing really, really, really quickly.” Yeah, and we say, “If we tried to start this business today, we would have a very hard time because it’s a really cluttered marketplace right now. But because we started early, we started young, we were really able to get some stuff under our belts.”

Kris Plachy: Yeah. Well you guys are very much regarded as thought leaders in your space also, right?

Ruthie Schulder: Yeah.

Kris Plachy: So there’s not just the tactical people who get it out there, but you really help the brands that you support think critically about what they want to do yeah-

Ruthie Schulder: Yeah.

Kris Plachy: … which is what I love about when you and I talk is your brain is just so fascinating. I love how you think.

Ruthie Schulder: Yeah, thank you.

Kris Plachy: Sure, so let’s talk about your relationship with Jessica because I love that. I coach a few business partner relationships also. As a woman who runs her own business, there’s obviously different ways that people go into business. There’s people are just solopreneurs and they bootstrap it. There’s people who have partners like you do. There’s people who get lots of VC and lots of funding, right, to launch. So what would you say, because I know you guys have worked together for a while, what is the dynamic between the two of you that’s really helped it work? What do you think has been the magic between you two?

Ruthie Schulder: So before I dive into that, I want to say that I think that partnerships are really tricky, and I think that most entrepreneurs that I know their first partnership fails, and I see that again, and again, and again. Jessica and I, that was true for both of us. So my first piece of advice that I give to new entrepreneurs is that you should definitely have a partner because I think going at it on your own is very tough and tricky, and you don’t have people to bounce ideas off of, but know that you might have to unravel the first go around because you don’t really know what you need in a partner until you have your first business, and you understand everyone’s work ethic. Jessica and I, we had worked together. She and I had both had our own businesses with partners that went south, and then we came together.

Ruthie Schulder: We had already worked on a couple of projects together, and we kind of slow rolled into our partnership, and that was really great. We had a comfort level with each other. We were friends. We knew each other’s work styles and also strengths. I think one of the secret sauces is that we honestly work at the same pace. We’re both fast. We both are decision makers. We don’t always make the same decisions, but we want to progress. One of the biggest, the biggest successes of our relationship is that we also fight fast. So, arguments come up all the times. Every two years, one of us will get really insulted by something the other one has said or have said, and we are able to move past things very, very quickly whether they’re personal things, or whether they’re just, “I think the creative that you’re presenting is wrong,” or she can say to me, “I think the strategy you’re presenting is wrong,” or, “I think the way you’re managing this person is wrong.”

Ruthie Schulder: We listen to each other, and we really value each other’s opinions, and we take it into account, and I think we influence each other in a lot of the right ways, and then we move on.

Kris Plachy: Yeah, I think that’s so great. There’s so much you said in there to unpack, right that I love, but the first thing is that the first relationship that a lot of people have in a partnership doesn’t work out. In my experience, because I’ve coached a few of those people who are either in it right, in the breakup process, or they’re trying to break up. I know this sounds very formal, but it really, a lot of it has to do with that business operating agreement that people get into when they first start. They don’t do it right. It’s, they don’t, and I mean, right in a way that’s wise. They don’t get good advice. They really just kind of go, it’s like eloping, right? Business partners sometimes elope with each other instead of really think about, “What is the commitment that we’re making to this business?”

Kris Plachy: I just also love that you’re talking about communication, and that it’s true for any leadership role, but it’s great when two women who are running a business together can be honest, and communicate, and share, but then also be resilient, and sort of have a mental toughness. It’s like, “Okay, well whatever we don’t agree, let’s move forward” versus making it very, very dramatic and-

Ruthie Schulder: Yeah.

Kris Plachy: … right?

Ruthie Schulder: We’re not dramatic.

Kris Plachy: No drama.

Ruthie Schulder: We also have a very shared vision of what we want this business to be for each of [inaudible 00:11:50]. We’re on the same page about that. We I think have similar levels of risk taking in us. We’re both positive opportunists, so we want to see the good outcome of a situation, and we’ll work towards that. I mean, I could talk about this for an hour alone.

Kris Plachy: I know, right? You guys are good.

Ruthie Schulder: Yeah, no, but it’s really it’s special, and it’s powerful. We see it all the time how there are so many that don’t work out for so many reasons. When you find somebody that does work out with, you still have all the gratitude, and know that it’s unique.

Kris Plachy: Yeah, it’s magic, right?

Ruthie Schulder: Yeah.

Kris Plachy: Well, and I know that I say that about employees too, that there’s a famous book that Marshall Goldsmith wrote that’s called What Got You Here Won’t Get You There. But I also believe who got you here won’t get you there, and that’s true for team members too, right?

Ruthie Schulder: Yeah.

Kris Plachy: Teams go through their own sort of phases of growth. I’m sure you’ve seen the same thing as your business has changed and grown, right?

Ruthie Schulder: Yeah.

Kris Plachy: Yeah.

Ruthie Schulder: Definitely.

Kris Plachy: For sure.

Ruthie Schulder: Yeah.

Kris Plachy: So let’s talk about leadership for a second because that’s been part of your growth, right? Is here, you guys had this great idea, which quickly manifested into great clients, and brand work, and doing all this amazing stuff in the world, and then you had to hire people to get the work done.

Ruthie Schulder: Yes, yes.

Kris Plachy: So what would you say was sort of the most startling part of that process?

Ruthie Schulder: At the beginning?

Kris Plachy: Yeah.

Ruthie Schulder: Oh God, I think even just making the decision, the first decision to be like, “Who do we need, and what, and why?” We’re not a funded company. We expend only what we earn. So every dollar that we spend on a person is a dollar out of our pocket, which at the beginning was kind of less of a thing. But we think about it more now that we have more senior people on our team and stances, and I don’t know if it was so hard. I mean, I think it’s always at the beginning it’s like, “What are you giving up?” As people who really do have a good sense of how we want our work cut out into the world, and we’re pretty type A, and we’re somewhat controlling in a lot of ways, or whatever the words you want to say about it, it’s like how do you bring the right people into the fold?

Ruthie Schulder: [inaudible 00:14:28] even kind of, I feel like this is the first year where we’re not hiring people we’ve known for a really long time. A lot of the people that we hired for the first six years of our company, we’ve known for a really, really long time. Not even just friends, our first employee who was with us for three years, she’s a graphic designer. Jessica knew her socially, and she had done some freelance work for her, and when we hired her, she was a waitress at a restaurant on the bowery. We’d run into her and Jessica was like, “We actually need somebody to start designing our pitch deck so that we look professional in the marketplace. Let’s get Emily here.” She was our first employee, and she was with us for a really long time.

Kris Plachy: Isn’t that amazing?

Ruthie Schulder: Yeah.

Kris Plachy: I think what’s interesting about you, especially knowing and watching you is you’re such a mentor, right? I know you think of yourself as a mentor for a lot of women, but I’d be curious to know, and I think a lot of female entrepreneurs see themselves that way, right, that they want to bring people into their business to help the business, but then you also start to take on this kind of mentorship role. But then there’s this crossroads that you hit where you have to be their boss, right, like their manager.

Ruthie Schulder: Yeah, yeah.

Kris Plachy: I’m curious what you would say about that, the difference between being the mentor and then, yeah, the manager.

Ruthie Schulder: So my honest answer is that I think this is one of my biggest challenges. I don’t think that I am great at this, or something I’m continuously working through. I don’t have the secret sauce on it because I find this to be very difficult as a person who wants to help uplift people, and help teach them, unless if I’m really feeling up against the wall, I’m not the most [inaudible 00:16:18]. I’m very direct, but I wouldn’t say I’m confrontational. So my approach is to approach somebody a little bit more calmly and try to, I don’t know guide them I guess. But then the flip side of that, a very big part of my process too is to be really prescriptive.

Ruthie Schulder: So I am always trying to find the balance of how do you not micromanage people, get them to do what you want them to do, mentor them, but also hold them accountable? That’s a zone that I, that is a big learn. That is a big point of growth for me still, and probably will be for kind of a long time. I have two small kids at home, and a lot of it now is I’m kind of talking to people, and sort of the same thing of like, okay. I always say to my kids, if they’re in a conflict, “Okay, well what are the things you can say to get this person to listen to you that isn’t having a tantrum”, and some of those-

Kris Plachy: Maybe the same thing can be true for adults.

Ruthie Schulder: Yeah, yeah.

Kris Plachy: Right?

Ruthie Schulder: It is true, but I think because I am a parent to two young kids, my perspective now is that I do want to sit with somebody and be like, “Okay, well here’s how I see that you’re getting into a cycle of insecurity,” or “Here” … To me, I’m less good at, “Here’s how I expect this report to be built, and this is how I want the information every Monday,” and I’m a lot better at, “Well, this is how I see you’re reacting in situations when you feel put upon by the client, and then this is what you’re doing, and so it’s leading to X, blah, blah, blah.” That’s a stronger management place for me than some of the more tactical stuff.

Kris Plachy: Right, which so I’d love that you’re bringing this up, right, because one of the books that a lot of my clients read that I think is really good also is called Rocket Fuel. He talks about right, that every business has a visionary, and every business needs it needs an integrator, right? That’s a person who can do the systems and the processes. In your case, you and Jessica are very much both the visionaries. I think Jess picks up some of that integrator role, but more so it’s more about recognizing that it’s normal. So that’s why I want to say this at that high level for everybody listening who has her own business, it’s very normal for women who are visionaries to not have the comfort with what you’re talking about, the sort of more systems procedural approach to how you want people to get their work done, but to be very good at the sort of higher level mentorship like you’re saying, “I’m observing this behavior, which is leading to this result.”

Kris Plachy: I know you and I’ve talked about this in the time that we’ve been working together, and that’s just, it doesn’t have to be you that becomes an expert, right? It just has to, but the business gets big enough that you have to start to have some of those processes and systems in place to help manage the outputs of people, right?

Ruthie Schulder: Yeah.

Kris Plachy: For people who are listening, I just like to, I think it’s validating to know, if that’s you too, which is every single client that hires me, usually the first call that we have, they’re kind of like underneath their desk like, “What am I going to do with all these people who work for me?” It’s a process. That’s not the reason you started your business, right? “Oh, I’m going to start a business and so I can manage people,” right?

Ruthie Schulder: Yeah, and the nature of my business too is maybe [inaudible 00:19:59] I don’t know, but mine specifically has evolved a lot in the last couple of years both in size and offerings, and being kind of like bold in the marketplace. We didn’t put up … My business is not one where I have a product, and it’s some are sellable, and it’s very-

Kris Plachy: Retail somewhere.

Ruthie Schulder: Yeah you put it on a shelf somewhere. So we’re constantly reinventing as a company, every couple of years, and that has a trickle up and a trickle down. So we’re needing new types of people. We’re needing new levels of people, and I’ve never built an agency before. This is all new for me essentially. So there’s a lot of figuring it out that the book that most impacted me was reading it’s called The Hard Thing About Hard Things, and I think it’s-

Kris Plachy: Great title.

Ruthie Schulder: Yah, it’s by I think it’s Ben Horowitz from Andreessen Horowitz, and he’s this hugely successful entrepreneur and now VC, and it basically entrepreneurs are basically all comes down to how strong your stomach is, and do you have the grit for the stress and the sickness [inaudible 00:21:14], because no one knows. There’s no crystal ball.

Kris Plachy: No-

Ruthie Schulder: … and not.

Kris Plachy: … perhaps not-

Ruthie Schulder: … and also.

Kris Plachy: … but what I love about what you just said even is that you’re willing to reevaluate and re restructure. That’s something that I’ve talked about before, and I know one of my girlfriends says all the time is you just have to be willing to it every year just totally audit your business, and just make an assessment like, “Yeah, you know what? We’ve needed people like this, but now we don’t,” or, “We really need people like this, and we don’t have them,” or, “We’ve been doing this kind of work with these clients and we’re not going to do that anymore. We’re only going to do this kind of work,”-

Ruthie Schulder: Right.

Kris Plachy: … right?

Ruthie Schulder: Yeah.

Kris Plachy: Those are hard decisions to make because especially if something’s been really successful, or especially if an employee has been with you a long time-

Ruthie Schulder: Yeah.

Kris Plachy: … even though they’re not really giving you the result that you need anymore, or their skill doesn’t match with what you guys are doing anymore, those are tough calls to make.

Ruthie Schulder: Yeah.

Kris Plachy: For sure.

Ruthie Schulder: For sure, yeah, and I also think, I mean you and I talk about this a lot, I think, or we talk about what I need to restructure in my business, and I’m slow to do it. But with my clients, I’m so fast to be like, “Here’s all the things you’re doing wrong.” I think it’s very taking your own advice, or looking at your own thing as closely as you and as easily as you can look at somebody else’s. It’s just, it’s really hard, and it’s different.

Kris Plachy: That’s what you need to coach for.

Ruthie Schulder: Yeah.

Kris Plachy: So at least once a week you’re getting a buzz in your ear, “What are you doing? Why is this still happening? What’s happening?”

Ruthie Schulder: Yeah. Yeah.

Kris Plachy: Okay. Let’s talk about Let’s Work, because I love Let’s Work, and I love what you’re doing with Let’s Work. So let’s hear all about the Let’s Work so that people know about it who are in a city where they can participate.

Ruthie Schulder: Okay, so Jessica my business partner and I are very into female entrepreneurship and female mentorship. On the flip side of that, we are always questioning why things that stuff are as successful as they are. We’ve spent so much time, we go to a ton of different conferences on a ton of different networking events, and we kind of just got really fed up about how they can be like so unproductive at times, and how the format for them where there, whether the information being delivered as just being delivered in a really boring way, or you don’t know who’s in the room, or you feel shy about going up to somebody. We had this opportunity and partnership with the Soho House to kind of reinvent our own model of what a women’s community based on networking could really be.

Ruthie Schulder: We started to think about some of the overall themes that were either missing or too prevalent in kind of women in business. One of the themes that kind of kept coming up is that people just assume that women don’t help each other, and they assume that women bring other women down, and if you complain you’re a bitch, and all of that stuff, and it’s a clique mentality, and all that. Our experience, there are always a couple who want to hold you back, but our experience predominantly is that that isn’t true, and that women want to be supportive of one another, especially in today’s climate. We really wanted to build a community that rested on kind of this open rolodex nature, and on this real true vision of, “You are in this room to support other women who are in this room and vice versa.”

Ruthie Schulder: “You should be very bold with what you want and what you need.” Our format’s honestly really simple. But we do this event, it’s every month in New York, third Friday of every month. We do it quarterly in LA. We’re rolling it out in Chicago, and it’s going to continue to expand in all sorts of live and digital ways. Keep your ears peeled for those announcements.

Kris Plachy: I know.

Ruthie Schulder: Whether we have 30 people in the room or 200 people in the room, before we kick off, every single person goes around and introduces themselves. Then what we do, which we found is really successful, is that we actually break people up into groups of six or eight women, and we pose questions that we feel are somewhat provocative that put people kind of in a place of connection and vulnerability. The reason we do that is because you’re able to just form so many more powerful connections with people when you don’t have to talk about the weather, or someone’s kids, and you can just kind of get the meat of some things that we’re all either talking about or not talking about.

Kris Plachy: So good.

Ruthie Schulder: Yeah.

Kris Plachy: Yeah because when people network, they also are naturally some people are just really uncomfortable. Some people are completely overbearing. There’s a whole [crosstalk 00:26:01] by you, because the event that I went to, I loved that, you gave us a topic, which was so great, and then it was so interesting too. It was so intriguing to hear what other women had to say. So I thought it was so great, and I loved the dynamic too, so many ages, and all sorts of different kinds of work that people were in so.

Ruthie Schulder: I am a sales person but networking uncomfortable events and even for me, sometimes I’ll go to something, and I’ll meet nobody, and I’m like, “What just happened?” Networking is a muscle and you have to get in the ring, and you have to work that muscle, and that’s how you get better at it. That’s how you become less shy, and figure out the right way to bust into a conversation, or just walk up to somebody with nothing to say but hello. So I think the more opportunities that we have to do that, the better. Having a room where it’s really women only is a very powerful thing. I’m finding more and more in my own career, whether I am working out of The Wing, or I’m going to the Forbes women’s only leadership conference, or at our own events, the energy in a female only room is very different. If you haven’t gone to women only event, you should go. I think that it’ll be productive for you. It’s just I always feel more productive, I don’t know why. It just kind of is how it unfolds for me.

Kris Plachy: I agree, and I think what’s great is there’s so much permission right now for women to do that in a way that’s very constructive. I certainly I have my executive group, which is for women, female entrepreneurs and we meet every week. It’s a coaching group, and same, it just provides this incredible opportunity for people to connect in a different way. So how do people find out about Let’s Work?

Ruthie Schulder: Yeah. My website is thisisthepa.com.

Kris Plachy: Thisisthepa.com.

Ruthie Schulder: Yeah because my company is the Participation Agency.

Kris Plachy: Yes, which is such a great website also. I love your website.

Ruthie Schulder: Thank you.

Kris Plachy: So I have one last question I guess that I would ask you is we’re closing down, and that’s really because you do work with so many women who work on their own, and want to do something amazing in the world, what is the best thing that you would love to share with people who are listening, the one thing you would want everybody to know?

Ruthie Schulder: Yeah, the biggest thing for me that I look for when I’m meeting new people that either wows me or really disappoints me is how well somebody can tell their story. When somebody can come in and meet with me, and they’re like, “This is who I am, and this is what I bring to the table, and here’s why, and here’s how,” I’m so thrilled. I think the biggest piece of advice that I wish I had received, and it’s funny is when I was really trying to figure things out and not doing such a great job of it was I wish somebody had told me, “Really figure out your story, and be able to tell it truthfully, and with confidence,” I think it would have cut through about five years of BS that I encountered in my career. Of course, you need a certain level of self awareness to do that. But I think it’s worth it to put in the work, and to really figure that piece out, and be able to talk about it intelligently.

Kris Plachy: I love that. I think that’s so interesting because I do work with a lot of women, and I would say when I meet with a few of them, I could see what you’re saying. It’s just not clear. They’re not all like-

Ruthie Schulder: Not, just women.

Kris Plachy: Yeah [crosstalk 00:29:39]. Yeah just in general, be confident. It’s like branding, right? I mean isn’t that the same thing we’re really talking about?

Ruthie Schulder: Yeah.

Kris Plachy: Are you self-aware enough about your own brand, and can you tell the story of your brand in a way that is meaningful? I love that-

Ruthie Schulder: For sure, yeah.

Kris Plachy: Yeah because otherwise we don’t have a lot of time either, right, to make an impression?

Ruthie Schulder: No, no, and even if your story is not linear, my background it wasn’t, and isn’t, and never will be, that’s okay, no one’s is anymore. Just figure out the right way to talk to it.

Kris Plachy: Yeah.

Ruthie Schulder: Yeah.

Kris Plachy: So good. So good. Okay, well I’ve kept you long enough. It’s been so awesome. Always great to chat with you. I am so impressed. If you guys don’t know who Ruthie is, she was also recently, you were in was it Inc or Forbes? Which one was it?

Ruthie Schulder: Both.

Kris Plachy: The top 100 female founders?

Ruthie Schulder: Oh Inc yeah.

Kris Plachy: Inc Top Female 100 Founders. She was next to Brene Brown, which I thought was so cool.

Ruthie Schulder: Yes. Thank you.

Kris Plachy: You were sitting right next to her.

Ruthie Schulder: I was.

Kris Plachy: But if you’re not familiar with Ruthie, I really encourage you to check out our website and watch her work because you’re doing some really powerful work in a way that I think is going to have an impact for a lot of people in a lot of different ways. So I think it’s fun to watch-

Ruthie Schulder: Thank you.

Kris Plachy: … how you put that together and keep reiterating it.

Ruthie Schulder: Thank you.

Kris Plachy: I’m hoping to get to a Let’s Work event over the summer-

Ruthie Schulder: Yes.

Kris Plachy: … that title.

Ruthie Schulder: Oh yeah.

Kris Plachy: I know. I’ll come back to New York when it’s not freezing.

Ruthie Schulder: Yeah. Yeah. Give it about two more I mean eight more weeks.

Kris Plachy: Yeah. There we go. It gets too hot, so I got to balance it out.

Ruthie Schulder: Yeah, yeah.

Kris Plachy: But thanks for your time.

Ruthie Schulder: Thank you.

Kris Plachy: Okay. Hey, don’t miss a thing. Make sure you join my community at krisplachy.com/connect. Once you join, you’ll get all the information on exclusive and private experiences that I’m offering to my clients. I can’t wait to see you there.

  Download the Transcript
Recommended Posts
How to Lead for Female EntrepreneursHow to Lead for Female Entrepreneurs