…I often think of my life like sea glass or a shell… they start out sharp and edgy and when they meet the water they get tossed about repeatedly — pummeled, really. But in the end, they come out brighter, softer and more beautiful than ever.
As a part of our series about “dreamers who ignored the naysayers and did what others said was impossible”, I had the pleasure of interviewing Christine Perkett.
Christine is a serial entrepreneur and founder of three companies. She is currently the CEO & Founder of Mindfull Marketing & PR, delivering marketing, PR and digital communications services to help clients thrive in a competitive market, garner the attention of highly distracted and divided audiences and exceed their business goals. She also provides leadership counsel, training, and guidance to C-level executives around the world and has won numerous accolades and awards along the way such as the 250 Most Influential Women Leaders by Richtopia, a Boston 50 on Fire finalist, Best Communications or PR Executive in the Stevie Business Awards, and Top 100 Champion in Small Business Trends’ Small Business Influencer Awards. Christine is also an adjunct Professor of Digital Marketing and Media at Northeastern University in Boston.
Thank you so much for joining us! Our readers would love to ‘get to know you’ a bit better. Can you tell us your ‘backstory’?
Sure! I received a BS in Business/Public Relations at Ferris State University in Michigan. I promptly moved to Boston with $200 in my pocket, where I knew one person — my oldest brother. Before I settled in, he moved to Maine, leaving me a stranger in a new city.
I wanted a job at a high tech PR agency but they wouldn’t hire me until I officially moved to Boston (I had been interviewing over my senior year Spring Break) and I couldn’t move to Boston without a job. So, I secured a retail job — where I worked for one month until I was hired at an agency. I rose through the ranks quickly over the next couple of years but I also noticed some fundamental issues with the agency structure — clients were sold by senior executives but the work was executed by junior employees, leaving a disconnect of quality and expectations. In addition, it was the height of the tech boom and a lot of startups with money to spend couldn’t even get agencies to call them back or consider working with them. With these two elements in mind, I quit my safe, full time job and started a unique agency model with all senior-level executives. 22 years later, we are still here and have won numerous awards and accolades for our work, HR practices and tech prowess — we were even held up as a “Golden Standard” for our productive and green workforce by Forrester Research in a case study.
Are you working on any new or exciting projects now? How do you think that will help people?
Always! As an agency, we recently welcomed a new client, Team IMPACT, which connects children battling serious or chronic illnesses with college athletic teams, forming lifelong bonds and life-changing outcomes. It’s always fulfilling to work with clients who have a bigger purpose and serve the greater good. Telling the world about this organization will help many people — 1) children fighting life-threatening illnesses and their families, who benefit from increased confidence, coping skills, and improved social and emotional development, 2) medical and health professionals who see the “whole child” treated and improving, 3) the athletes and their schools who participate and gain a wider view of the world beyond themselves, encouraging them to become lifelong philanthropists, and 4) the donors, who fulfill their desire to help those in need.
Personally, I am working on a book about living, leading, and thriving after trauma and depression, and gearing up to officially launch my third company, which is a consumer apparel and standup paddleboard company focused on personalized, inspirational designs that encourage more people to get out on the water more often. We’re working with local artists and I’m so excited about that. I’m a big believer that water is a powerful force for healing, happiness, and wellness.
In your opinion, what do you think makes your company or organization stand out from the crowd?
For Mindfull Marketing & PR, it’s two things 1) An all senior level team delivering both strategy and tactics, which leads to better results and makes each client feel like they are our only client receiving such personalized attention 2) Our now often emulated virtual model, which has been in place for 22 years and recognized by entities such as Forrester Research, the Associated Press, The Wall Street Journal and others for the positive effects it has on our environment as well as our employees’ wellness, health and happiness. This leads to higher retention rates, loyalty, and better work results for clients, all of which are important to businesses investing in a marketing or communications agency partner.
Ok, thank you for that. I’d like to jump to the main focus of this interview. Has there ever been a time that someone told you something was impossible, but you did it anyway? Can you share the story with us? What was your idea? What was the reaction of the naysayers? And how did you overcome that?
Oh yes, absolutely. When I told my college advisor that I was moving to Boston and seeking a PR agency job, she told me that it would be very difficult and I would be a small fish in a big pond, likely to return to Michigan within a year. I did see that happen with at least two other friends who moved to Boston and then quickly returned, but I never did. I had a plan, I was determined and diligent, and I’m still here, thriving. I had to tough it out during uncomfortable years when I was making very little money, living with strange roommates, knowing next to no one, and not exactly feeling that PR was as glamorous as it looked on TV. But that’s the thing — there are always tough times. You have to decide if you’re going to let them beat you or build you up to be stronger. I chose the latter.
Further, I was told by many professionals it would be impossible to start my own agency in my 20s, and that a virtual agency would never be accepted or successful — that clients would never work with us over traditional firms. It was challenging at first — clients were nervous not only because I was young, but because they wondered how I was going to manage my workforce and ensure they were productive. But I balanced the naysayers by hiring only senior-level executives, and that gave us a competitive edge. We compete with “traditional” agencies all of the time.
In the end, how were all the naysayers proven wrong? 🙂
- I’ve been in Boston for 24 years now — the longest I’ve ever lived anywhere, and it’s wicked awesome ☺ I’ve built a positive name, brand and reputation for myself, evident in accolades such as being one of Boston’s 50 on Fire, American Inno’s national awards for honoring the influential people and fast-growing businesses that are driving our cities forward.
- I laugh and am amused as I look around at how many companies are now letting employees work virtually, hiring and managing remote work forces, and striving to help employees thrive with a better work/life balance. Even large, multinational corporations are doing so and working to figure out the infrastructure, policies, and processes to make it work. I like helping them do so. I led the way when it wasn’t popular opinion and I’m proud that I had the foresight to do so.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
I would have to say that’s my Dad. He pushed me to adopt tech long before it was the norm. He taught me that good writing is an essential life skill. And although he often questioned my choices as well, he instilled in me a work ethic like no other and he taught me a tremendous lesson with one piece of advice: networking is everything. It still is! I have a global network of pretty amazing people who have helped me with advice, introductions, support, and more. Even Marc Benioff, the CEO of Salesforce.com. I reached out to him when I was starting my second company, a software platform for PR analytics (now a part of our agency), and he took the time to give me VC introductions and connected me to someone within his company to take a look at our product. It was incredible.
But back to my Dad — even when he was unsure, he supported me. Even when it didn’t seem like support, he was helping me:
- When I crashed my car in college he refused to buy me another one and told me to figure it out — which I did. (Lessons: tenacity, ingenuity, self-sufficiency, problem solving).
- When I dropped out of college for a year and a half, he drove me to Connecticut where I was taking a job as a nanny. He told me years later how scared he was about my choice and that he would have rather that I joined the Army! (Lesson: support and believe in those you love, even if you don’t fully understand their motivations.)
- When I was trying to figure out what to do with my life during that time, he’s the one that suggested communications and that I read What Color is Your Parachute. (Lesson: if you’re a first time job hunter or looking to change careers, read that book and do the exercises. Write down what you want in life — I still have my notebooks from all those years ago and can say I’ve achieved just about everything on my list!)
- When I returned to college and became the Editor of the University newspaper, he was the first one to pick up his copy and give me feedback. (Lesson: learn to handle and learn from constructive criticism.)
He was an entrepreneur and small business owner as well, having left a big architecture firm in the 70s to start his own. We often commiserate over the challenges small business owners have, and it’s comforting to hear I am not alone in those challenges.
It must not have been easy to ignore all the naysayers. Did you have any experiences growing up that have contributed to building your resiliency? Can you share the story with us?
I moved twice during my formative school years — once when I was eight-years-old, which was ok, but a second time in the middle of my sophomore year of high school, which was incredibly difficult. Kids can be so mean and girls, in particular. I learned how to navigate very uncomfortable situations, and how to win people over. I learned how to ignore naysayers and focus forward. I learned how to pick your battles. I dealt with a bully who would wait for me outside of work and school and try to beat me up, so I also learned how to get strong and fight back. I learned to focus on positive things that uplifted me despite the chaos — joining clubs and athletic teams, getting a job, planning my future.
I also experienced a childhood trauma at the age of six. I have spent my life working to overcome the destruction it did to my psyche through therapy and selfcare. I have had to learn to love myself, not blame myself, face the trauma and live with — and manage — the effects, such as depression. Everyone has negative experiences — you can’t run from them. You have to go through the feelings, not avoid them. This is a big lesson to learn.
Based on your experience, can you share 5 strategies that people can use to harness the sense of tenacity and do what naysayers think is impossible? (Please share a story or an example for each)
- Be a shark. In 2011, I separated from my husband and I got sued within months of each other. I would spend the next four years fighting both of those court battles and trying to keep my head above water financially. Those were very dark days but my mother gave me this great advice — she said, “Be a shark, they can only move forward.” I still think of that every time I’m feeling down or facing a tough time.
- Trust your gut. Yes, some people have good advice and most of them are well-meaning. But no one knows you as well as you know yourself. I have done this numerous times in my life — when I moved to Boston, when I quit my fulltime job to start a business, when I spun off a second business, when I chose to get divorced. None of these choices were easy and plenty of people spoke out against my decisions, but each one advanced my life in the way that I needed at the time.
- Build an intimate support network. Although I have a large business network, I keep my personal relationships more intimate. I am one of those people that doesn’t have a lot of friends but instead has a small group of very close friends. They help me through both career and personal situations with advice, introductions, or just a shoulder to cry on when necessary. And they have seen me through decades of change — and love me through it all.
- Make selfcare #1. The World Health Organization reports that globally, it’s estimated by health authorities that more than 264 million people of all ages suffer from to various forms and depths of depression. The challenge in talking about depression in the workplace is especially heightened for leaders, and I’ve faced this myself. I have learned that selfcare is critical — you can’t lead or take care of others if you’re not taking care of yourself first. When you take care of yourself you can then focus on enveloping others into the life you want to build in a healthy and mutually beneficial manner. I go to individual and group therapy, exercise (running or the gym) 4–6 days a week, try to mediate or attend yoga several times a month (I’m not the best at settling down), and push myself to get off the computer doing other hobbies: making jewelry, hiking, reading, getting a manicure. Our society makes hard work seem like it should always be #1, but the truth is you should strive to worker smarter, not necessarily harder, so you can enjoy the other facts of life and avoid burnout.
- Try new things. I just turned 49 and my gift to myself was to dedicate the year before the big 5–0 to learn or try 50 new things, or things I haven’t done since I was a child. I’ve asked my social network for suggestions as well but so far I’ve signed up for piano lessons, finished a half marathon, registered for a women’s retreat out West, gone snowmobiling, and am taking my kiddos to Universal Studios, where I’ve promised I’ll get on a rollercoaster with them, which I haven’t done since I was probably 18. I’m scared, but life is short and I don’t want to make a bucket list when I’m too old to really execute it. Trying new things keeps us energized and active — we should never stop learning. Got any other suggestions for me?!
What is your favorite quote or personal philosophy that relates to the concept of resilience?
I love this quote by Maya Angelou: “I can be changed by what happens to me. But I refuse to be reduced by it.”
I often think of my life like sea glass or a shell… they start out sharp and edgy and when they meet the water they get tossed about repeatedly — pummeled, really. But in the end, they come out brighter, softer and more beautiful than ever.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
That’s very kind to say, thank you. This question is tough! It’s hard to answer without sounding unrealistic or cliché, so I’ll keep it focused on something easily actionable: share the good. On my social media, especially Facebook, I make a concerted effort to share positive things and use the hashtag #sharethegood. The reasoning is two-fold: 1) there is so much negativity that’s too easily spread and adversely affecting the mental state of our society. The more you see, the more the Internet feeds you, so change your stream by liking, sharing and commenting on good, positive content, and 2) it’s a small act that is easy to do, and you never know when it might inspire someone, lift them up from a bad day, or give them a new idea that will change their life. It doesn’t have to be all puppies and rainbows, but inspiring art, a great book, a motivational speech. Please, help make our world more positive and #sharethegood!
Can our readers follow you on social media?
Please do!
Twitter: @missusP
Linkedin: ChristinePerkett
Facebook: Christine.Perkett
Instagram: cperkett
Pinterest: cperkett
Thank you for these great stories. We wish you only continued success!
Thank you so much for the opportunity, and for reading!
Christine Perkett of Mindfull Marketing & PR: “They told me it was impossible and I did it anyway” was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.