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Do Good Work is not a label but a way of living.
It is the constant and diligent effort to achieve a new level of excellence in one’s own life.
It is the hidden inner beauty behind the struggle to achieve excellence.
It is not perfect but imperfect.
It is the effort, discipline and focus that often goes unnoticed.
The goal of this podcast is to highlight that drive.
The guests I have on this show emulate this drive in their own special way. You’ll be able to apply new ideas into your own life by learning from them.
We will also have 1on1 episodes with me where we’ll dive into my own experiences with entrepreneurship and leadership.
Every episode is designed to provide you with ideas that you can apply and grow in excellence in all areas of your life, business and career.
Do Good Work,
Raul
INTRO
PODCAST
raul-_1_05-22-2025_110144: All right.
Today I am talking to Regina Beth Andour.
She's the visionary behind Tenuto and a
dynamic marketing expert who focuses on
brand identity, website and marketing
strategies for a diverse array of clients.
And she's on a mission to transform
the way moms show up for work.
Regina, thanks for being on.
regina-bethencourt_1_05-22-2025_140142:
Thanks, Raul.
It's great to talk with you today.
raul-_1_05-22-2025_110144: I think it's
really interesting 'cause I always.
Share about the work that you
do and the reason why you do it.
And they're like, oh, by the
way, she also does marketing.
Like her mission is to help moms
show up differently and create
that economy for working moms.
and by the way, she sells marketing.
So people are always interested with that.
'cause the mission, I think, is
facing, and I think it attracts,
it attracts me and attracts a
lot of people that I talk to.
But the fact is that you're
doing it in a cool way, obviously
with selling digital strategy.
But I'm just curious what made you.
I wanna start all this.
Why?
Why tenuto?
Why this approach, and why
create this economy for moms?
regina-bethencourt_1_05-22-2025_140142:
Yeah, so the whole reason
I went into business is.
Because became a mom myself, so I
started out just working in the,
in a traditional PR agency format.
And I saw another colleague in this
company go through, getting married,
having a baby, all that kind of stuff,
while trying to, manage her accounts under
the PR firm and the leadership the way
they handled that was just very toxic.
And I thought, this was before, I
had gotten married or, thought about
having kids and I thought, I can't
possibly do that in this environment.
It's just and something that's already so
tough having kids, starting a family to
have your job be part of what's dragging
you down and making that harder for
you is just it's really an awful thing.
I when I thought, okay, I
wanna start my own family.
What am I gonna do for work?
I want to have something that
allows me to be the kind of mother
I want to be while still allows
me to grow my professional career.
So I started out just
me freelancing at first.
My skills are in the marketing
space graphic design, web design
and then I realized, wow, there's
so many other women who are.
Facing these same challenges.
They're really talented.
They're really ambitious.
They want to work, but they also
want to be around for their kids.
They don't necessarily want to sign
them up for 60 hours a week in daycare.
Why can't we have a business that
works around women who just need
some flexibility in order to really,
make things happen at their job.
And I built the agency and it
attracts really talented women.
And now we're able to do really cool work.
It's been a big dream and
a lot of fun doing it.
raul-_1_05-22-2025_110144:
How long was it between.
The inception of the idea that you
needed to just start your own thing
and that you're actually starting it.
Like how long ago was that?
regina-bethencourt_1_05-22-2025_140142:
So let's see.
I freelanced for a while
just under my name.
I started it officially in 2018.
that's the official, when I registered
the company and everything, but we really
took off as an agency, more like 2021.
raul-_1_05-22-2025_110144: Now the reason
I ask is because I remember Like over
10 years ago, like 2015, maybe 2014, I
was designing the way that I crafted the
business that I'm living now on some of
the goals that I had then of okay, I wanna
make sure that I can see my kids walk.
regina-bethencourt_1_05-22-2025_140142:
Right.
raul-_1_05-22-2025_110144:
And then sometimes I'm in it.
Now I'm like, wait, I
designed it this way.
this is why I'm doing some things.
'cause sometimes you might be caught
up in different growth trajectories or
comparison games or different approaches.
And I think you're
redefining how success is.
And I think it's important to kind of
state that is your intention before
you actually started the business is
what you're actually living out now.
And it's attracting a really
good I wanna say cohort.
A strong player who, who may otherwise
be like, oh you just take your
time off in that resume, be a mom.
But you're also having
that desire to contribute.
How do you manage that both as a
leader and also as a mom yourself?
Like the balance between the demands
and the ambitions of work and business
and the demands of family life.
regina-bethencourt_1_05-22-2025_140142:
Yeah, that's the question, right?
So it's very tough.
But I really hate the word
balance because it implies that.
you have sort of something in one
bucket over here and then something
in another bucket over here.
So what I like to think about it is
just, it's just more integrated, right?
As much as possible,
I'm physically at home.
we try to, in the company, we try
to keep meetings to a minimum.
We do some onsite stuff for our
clients, but it's very segmented, very
selective and very directed at, exactly
the outcomes we want to get, right.
We're not wasting any time with
the sort of buts in seats mentality
because really so much of motherhood
is just that physical presence, right?
That ability to step out for
even 10 minutes because I have a
4-year-old who just needs some,
a little bit more attention
right now at where she is in her.
In her stage of development and
she might need a book with mom at
three o'clock every single day.
Something like that.
And I think the more that we can
integrate work in life the better.
I just won a big contract on Monday and I.
My kids were all into it, right?
So I had told them like, mommy's basically
in a contest with these other firms
and I'm gonna try to win this contest.
And they were all like,
yeah, mom, did you win?
And then I told 'em,
guys, I won the contest.
And for them it's whoa, no way, mom.
So there it is.
Integrated, right?
Rather than, I'm trying to balance two
separate things, if that makes sense.
raul-_1_05-22-2025_110144: Yeah.
And let's talk about the team
management later because that's
also a very interesting approach.
'cause having LED teams
and different dynamics and.
Maternity leave or managing
around kids and family.
I'm super lenient, but it's also
like, how do you plan for that
and how do you allocate for that?
And how do you fill the seats?
'cause sometimes the work
still needs to be done.
But to your point of getting the
kids integrated, of the approaches
that I take is that I don't I
think balance the right word.
I know, that's the common cliche.
I think there's healthy obsessions and
healthy things that you dive into, right?
Would you say, what would you say?
Because there's imbalance, anyone
who's excelling in their work.
Their work is their signature It's
not that they're doing it 'cause they
hate it or it's drudgery and they're
waiting for five o'clock to show up
or Friday, so they can not do work.
Usually the best people and I'm assuming
the people that you attract are the that
I've got to experience typically are
the ones that like, I actually love this
thing, which is why I need to do it.
I remember, like my wife she's
a nurse, so she thankfully works
three days out of the week.
Yeah, those 12 hour days sometimes suck.
But the idea is creating that balance,
but she also knows work is healthy for
regina-bethencourt_1_05-22-2025_140142:
Right.
raul-_1_05-22-2025_110144: she
needs to go and have that, it's
almost like a mental health
So there's that aspect, there's the
work is your craft aspect, but when
you do that, I think there becomes
like a part of your personality.
It's an extension of your personality.
So when you're looking at your work,
is there anything, 'cause I think
we all have healthy obsessions that
I think drive us and that move us.
What would you say your healthy
obsessions or maybe healthy habits
are around how you approach your work,
how you approach the clients, how you
approach the team and your family?
'cause it's not just Regina at
home and then Regina at work.
It's one holistic Regina.
But do you see yourself in that dynamic?
regina-bethencourt_1_05-22-2025_140142:
Yeah, so that's a great point
and definitely the reason why.
when I was thinking about creating a
business, I did definitely know that
working is something that is good for me.
It's something that I need in
order to have my brain have
something to stick its teeth into.
Yeah, I would say that
my craft essentially.
Is, while I do love the marketing and
the creative side of things, what my
craft really is building things and
getting behind organizational structure.
So I love that aspect.
Of the business in terms of, I'm
not just doing marketing, right?
I'm building an agency and I'm building
a network, and I'm building a team.
And I do apply that similarly
to my family, right?
Because I have five kids.
it's really we're building something that
is going to bear fruits in the future.
I always talk about.
We have five kids and people are like,
oh my gosh, that's a ton of kids.
that's crazy.
but what I'm building is a Thanksgiving
table in 20 years with 35 people at it.
That's what I want.
And I gotta go through the trenches
here with little kids and five of
them to get that Thanksgiving table.
But, that's what I'm shooting for.
And it's similar with the agency, right?
You're putting it all the building blocks
right now because I wanna be able to hire,
instead of a handful of women, I wanna
be able to hire dozens of them and really
give them that same opportunities I've
had to build a family while doing this.
raul-_1_05-22-2025_110144: How have you
redefined success through that lens?
regina-bethencourt_1_05-22-2025_140142:
That's a great question.
So success really is, I think a lot
of, especially in this space of.
Founders and startups and agency
owners success can easily fall
into this dollar signs figure.
And certainly revenue is a big part of,
being able to do the things I wanna do
to be able to offer more jobs to more
people, to be able to, have more freedom
to live my family life without being so
tied to an office or things like that.
But, really success is living the
kind of life you want to live without
being, forced into our modern slavery
in a way, which is the nine to
five and, the paycheck to paycheck.
Breaking out of that is success.
So even if that's not millions and yachts
and, a Lamborghini in my driveway, right?
That's, that has nothing to do.
With it, it's about living the
way I want to live on my terms and
raising the family the way I want.
And then offering that to other people.
That's success.
I have a, one of my employees told
me she's able to send her kid to
the school that she wanted to,
which is very expensive school
because of working at Tenuto.
So she's hitting her goal,
that's what she wanted.
raul-_1_05-22-2025_110144:
I think that's, I'm sorry.
Were you gonna add something?
regina-bethencourt_1_05-22-2025_140142:
No, I was just saying that It's huge.
Sure.
raul-_1_05-22-2025_110144:
No, it is dramatic.
I think that's one of the shifts that I'm
seeing and I obviously I've worked with.
A plethora of amazing
founders and entrepreneurs.
A lot of it was the dollar sign or
the net worth value once you hit that.
And it's always this question that always
is pending once you hit those numericals.
But you've focused on question first,
which I think I appreciate and I resonate
a lot with, and a lot of my clients
tell me my lifestyle is my success.
regina-bethencourt_1_05-22-2025_140142:
Great.
raul-_1_05-22-2025_110144: And obviously
you like no money, no mission, like
that's Lexus premise number one.
You got the revenue but premise
number two is like, why are you
doing it and how you show up for
work and how do you execute that?
How do you frame this?
Help me understand, like if I'm a
client onboarding, working with you,
how do you frame, or do you even frame
like, Hey, this is part-time moms
or fractional moms working with you?
First of all, moms get things done.
Bar none.
They have limited time.
They know how to get things done.
But how do you frame it with clients?
Is that the expectations but also
with the team to manage them?
Because the work, the scope, whatever you
do, still needs to get done regardless.
But how do you plan appropriately?
Set expectations with clients, but then
also set expectations internally with
the team that, yes, do this on your own
time, but you gotta meet these deadlines.
It's a fine, I think I can use the word
balance here, but I think it's a fine
regina-bethencourt_1_05-22-2025_140142:
Yes
raul-_1_05-22-2025_110144: with all three.
regina-bethencourt_1_05-22-2025_140142:
I agree.
Because the company's founded on
this philosophy of really, why do
we need to be working nine to five?
We don't.
This is putting sort of arbitrary barriers
on work that makes it really hard for moms
or parents to, get things done because
they're confined in their hours, which
happened to also be hours that they need
to be taking care of kids or dealing
with important stuff of family life.
So that's the premise of our
internal company, but many of our
clients work the nine to five.
We need to be able to respond with
our schedule to their schedule.
So we do have, and this has been
a ton of trial and error, right?
Our employees have to get their
hours in a seven day calendar
week, but there no restrictions
on when they can do those hours.
We did end up having to say, if you
are, however, client facing some
percentage of those hours needs
to happen during the nine to five.
Which can be determined based on
how client facing that particular
person is, a project manager
more than say a videographer.
so we've gone on to refine that
a little more specifically.
But the goal is really that, I have
one of my employees actually also has
five kids and homeschools them and
does all her work in the evenings.
She's a web editor and all
her work basically can be
done in the evenings, right?
Is totally fine.
So we explain that to our clients.
We explain, our deadlines
might look a little funny.
We'll put things on Saturday.
Sometimes we'll put things at 9:00 PM for
our internal team, but you can expect all
of your responses and all of your things
ready for you in the hours of your work.
The other thing we tell clients
is that because we live this
integrated life, sometimes kids
make their way onto the camera and.
That's a part of the way we work
and I have never had a client say,
then we'd rather not work with you.
All of the clients I'm pitching
and everybody I'm talking to,
they're like, this is great.
And sometimes it even gives them, they're
often parents too, and it gives them
raul-_1_05-22-2025_110144: Almost an
regina-bethencourt_1_05-22-2025_140142:
And it just lowers the guard.
oh, so if my toddler runs
away from the babysitter.
And happens to make it into the office
before the babysitter can stop them.
I'm not gonna get judged for
that or because we shouldn't.
raul-_1_05-22-2025_110144: It is
regina-bethencourt_1_05-22-2025_140142:
it's
raul-_1_05-22-2025_110144: life.
regina-bethencourt_1_05-22-2025_140142:
and I think COVID helped make that
more real for people, although
we're losing it again now.
raul-_1_05-22-2025_110144: I think
if or take, I've been remote since
20 16, 20 15 with the first company
that we built like completely with
a dude that I never met in person.
regina-bethencourt_1_05-22-2025_140142:
You
raul-_1_05-22-2025_110144:
I feel like it's a
regina-bethencourt_1_05-22-2025_140142:
Raul, like we east coasters, take
a little longer than you guys to
kinda lose the buttoned upness.
raul-_1_05-22-2025_110144: Oh, come on.
I love East Coast Energy.
It's my favorite time zone.
communication is important.
Like I'm working with a team.
London, Toronto, South Africa,
and like it's one team obviously,
but dispersed in our remote.
It doesn't matter what hour, as
long as the client feels heard
Similar here, right?
If it's client facing, at least
acknowledge the response within 24
hours or same business day, And I
think there's an archaic and I see
this more in, fast scaling teams like
hyperscalers or aggressive growing
either in SaaS or in tech where I
need the response within the hour.
So I see that dynamic, but different
industries outside of that I see
this always being evergreen, like an
approach where as long as the work
is done and you openly communicate,
you make me feel safe as a client
that you're doing the work executing.
We shouldn't have questions around it.
'cause I want the outcome.
like I was chatting with
a dude run an ad agency.
If we use ai, the client doesn't care.
They just care about the
regina-bethencourt_1_05-22-2025_140142:
Right.
raul-_1_05-22-2025_110144: They care
about the thing that we got them for.
Similarly here, but it's cool that
they can also see themselves in the
mission, give themselves permission.
You know what, I don't have to
Get so worried about it.
It's a, it's part of life and
I don't have to apologize.
For that happening
regina-bethencourt_1_05-22-2025_140142:
right.
raul-_1_05-22-2025_110144:
screen or on camera?
regina-bethencourt_1_05-22-2025_140142:
Exactly.
And sometimes, going back to the
scheduling thing, I think we're even
able to do work faster in a sense because
we do have this sense where it's like
someone's always on because it's not like
everybody logs in at nine and everybody
signs off at five and then it's gone.
I frequently, if I have had a kind of a.
Non-working day a bit because there's
been lots of life and kid things
during the day and I'm putting
in some hours in the evening.
I'll frequently have one of my employees
up also doing stuff in the evening and
we're, chatting at 10 o'clock, getting
stuff done and send it off to the client.
And we tell our clients like, you might
get stuff from us at 1130 at night.
You don't have to respond.
It's not like we're expecting you to
be working, but that's how we work.
And it sometimes feels nice to them
because, it's sometimes great to have,
somebody working for you and they're doing
stuff at night and you're like, yeah.
Like I feel like people are
getting stuff done for me.
I don't know.
raul-_1_05-22-2025_110144:
It's a good experience.
regina-bethencourt_1_05-22-2025_140142:
yeah.
raul-_1_05-22-2025_110144: a
global team here in the us.
regina-bethencourt_1_05-22-2025_140142:
Exactly.
raul-_1_05-22-2025_110144: One of the
things that you mentioned is that you
wanna bring some good, some sort of
differentiator into the world, and I know
that you're mentioning it through, I.
Giving moms a place to, to work, but
what is the greater good that you're
aiming towards with the family the
team, and the clients that you serve?
Is the thing or the shining spark
that you really wanna drive forward?
regina-bethencourt_1_05-22-2025_140142:
Yeah.
that's also a really great question
because the fundamental thing that
I think I would love to see change
is that this is really about couples
because it's about families, right?
But that young couples feel more empowered
to start families and maybe even have
as many kids as they would like to have.
I think often There's just so
many artificial constraints.
I think in conversations about
children that, oh, you have
to have X amount of money.
you have to have X amount in your revenue.
You have to be X age,
for this to make sense.
And it's seen very transactional, right?
Because you gotta afford the daycare
and you gotta afford, all these.
Sort of building blocks that are like,
this is the standard way to have kids.
I think I saw one article once that
you have to be able to set aside,
I don't know, it was like $25,000 a
year per kid in order to afford a kid.
And it's just family
isn't like that, right?
And I think we're seeing that,
in my generation, millennials and
then gen Z that they're putting
off having kids later and later.
And having fewer and fewer kids.
And I don't know that's
necessarily by choice, right?
I think a lot of it is from
this sense that it's impossible
or, it's gonna be financially,
devastating or things like that.
And I think.
The more that we can open up
opportunities and open up possibilities
and show people that this can be a
really happy life and that, family
can be a big part of your life.
You can invest a lot of time in it
and grow it how you want to and still
have a really fulfilling career.
I want more people to believe that, and I
don't think a lot of people believe that.
raul-_1_05-22-2025_110144: Yeah, I think
you have to shift culture you're by,
'cause it's the three things opportunity.
So the money the finances
the funding for it.
Second the lifestyle that it actually
works and then the third, the desire.
But that's also by showcasing it
and bringing awareness to culture.
So I think we're doing some of
that here with the podcast, but
also there's a lot of work to do.
regina-bethencourt_1_05-22-2025_140142:
Yeah.
Yeah.
And this lifestyle shouldn't
be reserved for CEOs, right?
This is not like.
It some elite thing, right?
I don't know.
I was a history major, so I loved to think
about the way life and family used to work
and kind of the shifts it went through
over time to get us to where we are today.
And there was a time when family
work and the work of the home
and then the work That brought in
money to the home, was much more
integrated, pre-industrial revolution.
the husband might be making shoes
in the shop and the woman is running
all of the invoicing and getting in
new customers and all this stuff, and
the kids are milling around and maybe
helping the husband or helping the wife.
It just much more integrated, this whole
idea that it's a family enterprise.
It's not as siloed as we are today,
where you ship off to your office,
do your nine to five, get your
paycheck it's just very limiting.
I think
raul-_1_05-22-2025_110144: Yeah,
sometimes with specialization,
we tend to drift away that way.
But also I think the next revolution
with artificial intelligence and
machine learning, how it's advancing.
I think that's the next shift
from the industrial age.
regina-bethencourt_1_05-22-2025_140142:
absolutely.
raul-_1_05-22-2025_110144: and we'll see
a big shift in the way that people work.
I personally think.
We're three to five years away from it.
But asking these kinds of questions
and having these kinds of intentions
behind the work are only going to
get more important because like I had
this thesis back in 2010 that the more
technology we arrive to, the more humans
are gonna have to be feet in the grass.
Not like hippies lifestyle, but
more feet in the grass grounded.
And we saw that movement that love
it or hate it, but like some of that
movement happened in 20 13, 14, 15, where
experiential stuff was all the rage For
pop culture, but then now I think we're
gonna be moving to the bigger questions
like, what kind of work should I be doing?
Why does my work matter If
technology can do some of the
work that I've done all my life,
regina-bethencourt_1_05-22-2025_140142:
No, It's huge.
And I hope that revolution
is a revolution towards the
betterment of human flourishing.
raul-_1_05-22-2025_110144:
yeah, it has to.
regina-bethencourt_1_05-22-2025_140142:
I hope so.
You're super optimistic.
I don't know.
I get a little scared sometimes
that it'll pull us further apart.
But I do hope that with AI taking away the
more sort of drudgery tasks it'll bring
us together and make the world more human.
raul-_1_05-22-2025_110144: with
everything there's ups and downs, but
I think it's how we navigate it and
have these conversations and like to
your point, bring it to the culture.
regina-bethencourt_1_05-22-2025_140142:
Yeah, absolutely.
raul-_1_05-22-2025_110144: Regina, where
can everyone, one, thank you for being
on and two, learn more about your work,
what you're up to, and reach out to you.
regina-bethencourt_1_05-22-2025_140142:
Yeah, so you can find me on LinkedIn.
I'm pretty active on LinkedIn.
My website is www.tenutoconsulting.com.
And I am my email, you
can feel free to email me.
I'm really open to casual
conversations on these topics
which I could talk about all day.
Is regina@toconsulting.com?
raul-_1_05-22-2025_110144: Cool.
I'll put those links in the show notes.
Regina, thank you again for being
regina-bethencourt_1_05-22-2025_140142:
Yep.
Thank you Raul.
Thank you for listening to the podcast.
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access by going to dogoodwork.
io forward slash resources Now, if
you'd like to accelerate your progress
and shorten the gap between information
and action and start seeing results
in your business, let's work together
to increase your company's performance
and scale profitably and serve
more clients without the overwhelm.
You can request a free clarity call
to see how we can best support you to
reach your goals by going to DoGoodWork.
io forward slash apply.
Again, that's DoGoodWork.
io forward slash apply.
As always, it's an honor to be
a small part in your journey.
This is Raul Hernandez.
Do good work.