Female Disruptors: Erica Anenberg of Girl Flip On The Three Things You Need To Shake Up Your Industry
An Interview With Candice Georgiadis
Think outside the box. Most people don’t want to be uncomfortable, so they conform and act in ways that keeps their world very small. If you want to do anything big in life, you have to think in ways that most people don’t. All the changes this world has seen come from people who realized there were different ways to find solutions. So be different and be okay with it.
As a part of our series about women who are shaking things up in their industry, I had the pleasure of interviewing Erica Anenberg.
Serial entrepreneur and CEO of Girl Flip, Erica Anenberg is an agent for change, a disruptor, a passionate creator, and a prominent leader in the arts and business world. Erica brings more than two decades of hands-on experience in the business and home remodeling world to Girl Flip.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I have been a builder and creator my entire life. I’ve been working with my hands, creating something from nothing, and building brands for decades. My first trade was as a glass maker. I created big stained-glass windows and installations but quickly realized the best way to touch as many people as possible was mass production. I created a brand called e-glass in 1996 and sold small glass boxes to department stores. Every warehouse I rented, I would knock down a wall, build a loft, finish the concrete floors with an artistic touch, and of course, put in some kind of funky glass window. Similarly, every house I rented in my early 20s would need some upgrading. Whether it was pulling up carpets and refinishing floors or texturing an accent wall — my living space was altered to express who I was at that time. Self-expression through art was a prerequisite to everything else. My space had to reflect my inner self. When Covid hit and my wholesale business halted, I turned to what I love and am passionate about: building and creating space.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
I love construction and building however, every time I worked on any project it was always with a bunch of dudes. If I pulled out my tools and did any type of work everyone noticed. They made comments like, “Oh, she’s a handyman now” or “Let me do that, I don’t want you to get hurt.” I have always been a bit of a rule breaker, disrupter, and played to the beat of my own drum, so seeing such a huge gap for women in the trades was not acceptable. With less than 2% of construction employment comprised of women, I decided that someone needed to empower the female engineers, architects, contractors, electricians, carpenters, and other trades women that were out there. GIRL FLIP helps women infiltrate traditionally male professions with the goal of a future where it’s not unusual to see a woman welder or trucker or auto mechanic. GIRL FLIP is ready to repair the world and change the perception of women across all trades.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
When I was in my 20s, I was very idealistic about changing the world. I read the Ben & Jerry’s book, The Inside Scoop and I wanted to make a difference for people. One of my first big jobs was making 5000 glass boxes for a department store. This was in the early ’90s, so I wasn’t aware about outsourcing or manufacturing overseas. I decided I was going to hire disabled people and give back. I didn’t understand that I needed more experienced workers than inexperienced workers and although my intentions were good, the practicality of having to train 80% of my laborers with disability challenges was more than I could handle. It ended up costing me all of my profits to have to redo the order, but I learned and that’s what business is all about!
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
I have always learned by doing and there have been many people along the way who are like-minded and supportive but there isn’t one person who I would consider my mentor. I know this might sound strange, but Home Depot has been a place where I have learned, explored, figured out solutions and grown up with in the last two decades. Before I put together a team of builders, Home Depot was my spot. If I needed electrical work done, I’d hang out in the electrical aisle; if I had a plumbing question, I would go to the plumbing aisle. I would scope out the people and wait to find the perfect person who looked kind enough to help. If it was something I thought I could do myself, like installing a drip system in some planters or sanding and staining a deck, I would talk to the manager and find a salesperson that could walk me through the process. Home Depot is my home away from home.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
You may find yourself to be ahead of the times, where your vision isn’t accepted the way you would have liked, but the bottom line in today’s world is, that women in construction are disgustingly unrepresented. They are under appreciated and underutilized. We have an industry that is dying and in the next 10 years 50% of tradespeople will retire. We have 50% of the population that is just as capable of being in the trades, but what we haven’t done is embraced and educated women that working in construction trades is a viable option. We haven’t taught our young girls that this career path is on the table for them. Women in non-traditional roles is ‘a thing.’ It shouldn’t be a thing. Just like two decades ago women in computer engineering was a thing and now it’s not a thing. We need to make these changes for women in construction, so that we are not a rarity, but a commodity.
Can you share 3 of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
Pivot. As a business owner this is a must. There is not much certainty in the business world but there is one thing that is certain and that is — everything evolves and changes. Having an open mind and being able to pivot quickly to find the best solution is key.
Don’t take no for an answer. I have always had an issue with the word “no.” I literally had a physical reaction when I was younger, where my entire body would tense up when someone would say “no.” As an adult, I realize that the answer is never “no,” it is just the answer for that one person in that particular space and time. When you hit a roadblock, or an obstacle, use it as fuel to your fire. Show all the “no’s” out there that there is a “yes” that was their missed opportunity.
Think outside the box. Most people don’t want to be uncomfortable, so they conform and act in ways that keeps their world very small. If you want to do anything big in life, you have to think in ways that most people don’t. All the changes this world has seen come from people who realized there were different ways to find solutions. So be different and be okay with it.
We are sure you aren’t done. How are you going to shake things up next?
Within Girl Flip, there are so many projects stacking up that will shake things up even more. Some I can talk about and some are still in flex. One of the key components is building a community of women who can rely on each other’s expertise and support in a world where non-traditional gigs aren’t easy to come by. There are many job boards out there, but there aren’t many real communities where women really help other women succeed. Girl Flip is changing that. It takes trust and strategy to build a community and we’re doing it. We’re also shaking up the old version of a tool belt with our Utility Babe, the Everything Belt. They’re not just for DIY projects. Hair stylists, make-up artists, event planners, gardeners, painters, waiters, and teachers can use them. We’re shaking things up wherever we can!
In your opinion, what are the biggest challenges faced by ‘women disruptors’ that aren’t typically faced by their male counterparts?
There’s a general consensus that a woman disruptor is an automatic bitch that’s hard to deal with, rigid, and doesn’t play well with others. So, when we set out to change something, we have to do a quick fear factor analysis and put an extra amount of energy into how we present the idea so it will be heard, instead of labeled, challenged, and struck down before it has a chance to grow. Men don’t have to deal with that as much. When I’m fired up, I’ve been told to slow down. When I have big plans and want to make them happen, I’ve been told that I’m a handful. This wouldn’t happen if I were a man. Expending that extra energy to make my ideas palpable for everyone else can be exhausting.
Do you have a book/podcast/talk that’s had a deep impact on your thinking? Can you share a story with us?
I love listening to Glennon Doyle. I can relate to her so much. I was married to a man and had a child. I met a woman, (who played soccer for the University of Denver) and she is the love of my life. My world changed when we met and going through a divorce was challenging however there is nothing like living life with your true love. My wife and I just had a baby girl, and we are excited to help create a world where there is gender equality in construction.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
#createspaceforlove Meaning, wherever you live, whatever your cultural background is, whatever your talents, there’s honor in creating a space to hold that expression — and always leave room for love.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life? “Whatever you set your mind to, you can accomplish.” And, “Don’t be afraid to get your hands dirty.” I learned both of these from my dad, and they’ve served me very well. I’ve been digging in and getting my hands dirty and going after my dreams for as long as I can remember. Sometimes I surprise myself with what I can do. Sometimes, not. I’m human, but as long as I’m willing to get my hands dirty — it’s always a win.
How can our readers follow you online?
Website: GirlFliip.com
IG: girlflip
This was very inspiring. Thank you so much for joining us!
Female Disruptors: Erica Anenberg of Girl Flip On The Three Things You Need To Shake Up Your… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.