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Welcome to Founders and Fortitude, the podcast where passion meets perseverance. Hosted by Audrie Dollins — a marketing strategist, retired professional photographer, visionary entrepreneur, and founder of AD Media Group, a renowned influencer and brand marketing firm — this podcast uncovers the stories behind extraordinary lives and thriving businesses.
Through authentic conversations and impactful storytelling, each episode explores the entrepreneurial journey, sharing the highs, lows, and actionable strategies for success. Gain expert advice, business insights, and inspiration from trailblazers who have turned aspirations into reality.
Whether you're a seasoned entrepreneur or taking the first step, Founders and Fortitude offers the tools, motivation, and community you need to build, grow, and thrive in today’s dynamic business landscape.
Tune in weekly to discover the grit, grace, and fortitude it takes to succeed and leave a lasting impact.
Welcome to Founders and Fortitude Conversations with Audrey Dahlins, a podcast where we uncover the raw realities of being a founder, celebrating the brilliance of the teens, individuals, and families working tirelessly behind the scenes and explore the fortitude, the unwavering determination it takes to navigate the twists, turns, and triumphs of entrepreneurship and life itself. Each week, we will share candid conversations, actionable insights, and inspiring stories to empower you on your journey. Whether you're building a brand, scaling a business, an online creator and influencer, or pursuing with passions with relentless drive, let's dive into the grit, praise, and growth it takes to thrive. Let's get into it.
Audrie:Thank you so much, Kristen and Kirby, for joining me today on Founders and Fortitude.
Kristin:How are you today? So good. Thanks so much for having us.
Audrie:I am just overjoyed that you both are here today because we have worked together in a capacity for how many years now? My gosh. Like
Kristin:four, five. I know it's been longer.
Audrie:Four or five. And we work in an industry that is so exciting. It's exciting. I think it's often looked at in so many different views, but we work we're all in marketing and we work with influencers and brands and we elevate them online. Tell me a little bit about yourselves, both of you together, how you both know each other, and let's give everybody that insight on who you are and then we can talk about how we came to know each other.
Kristin:Yeah, yeah. I'll go first. So I've been in the industry for twenty years working in corporate, everything from, you know, high end luxury department stores to specialty retail. And I started in the public relations space because when I started my career, social media didn't exist. So I'm dating myself, of course, but social didn't exist.
Kristin:So when it came to businesses trying to figure out what social media was, and then a few years later, what bloggers at the time, now influencers, right, were a lot of my experience was, just give it to the PR girl. She'll figure it out. Right? So there was no playbook to say that I had to learn from. I really was self taught.
Kristin:And there's a lot of excitement to that and a lot of things that I was able to learn and grow and do over time, but it took time because I didn't walk into an industry that had already been built, if you will. When I was in specialty retail at Chico's, I hired Kirby as my intern. Back in the day. Back in the day. It was like gosh.
Kristin:That was, like, eight years ago. Yeah.
Audrie:We had nice time. It's crazy. That's what right. You were at Chico's
Kristin:Yeah. For
Audrie:a thing. So I've probably known you way longer
Kristin:than That's what I was saying. I was like, tried to keep going with you close to ten years.
Audrie:Yes. I agree. Yes. And then Kirby, you were you came on as an intern. Tell me about that.
Audrie:What your what your history is and and what your goal was of, like I bet you were so excited that you were able to intern at Chico's. I think that's so awesome. Yeah.
Kristin:So I actually when I was in college, I studied fashion communication. So I always do my way to go on PR and then I actually worked at Soma and some nights in college, like at a retail store. They had an internship program and then Kristen interviewed me and it was like love at first sight and Interned twice and then I graduated in 2018 and ended up moving to Florida and starting my career there in spring twenty nineteen. And then through that, I was able to work for, you know, various retail brands under Kristen the last few years and influencer PR and then social media as well. But it was great because I was really able to lead all influencer strategy from planning to, like, the day to day campaign responsibilities, which is how I got to work with you and your amazing team for so long.
Audrie:Y'all are you're too sweet. And what I this is so great that you're here is Kristen, you made a comment of an industry that wasn't quite like, we were building the industry. We were. Well, we were building what you do, what you don't do, what works, what didn't work. Yeah.
Audrie:There's a there was no this was not being taught, and I still feel it is not being taught in colleges. It's
Kristin:not. I mean, I got it too long ago, but, like, Kristen, you said, like, when we worked together, was just bloggers. Like Yeah. People aren't using Instagram. Like, TikTok wasn't around.
Kristin:Yeah. Even Facebook influencers didn't exist. Like, it was truly, like, blogs and people buying stuff over, you know
Audrie:Like, blogs and Pinterest. And it didn't click to people that Pinterest wasn't Pinterest. It was people's blogs. They didn't understand. They thought they were Pinteresting.
Audrie:Like Yeah.
Kristin:They are. They are.
Audrie:But they this goes the recipe own is owned by someone. This was a a social platform. And so I I say this all the time of people that join our team or that people that ask questions about our company. I'm like, what you think you know when you walk through when you are outside of these walls, it's a whole different ballgame inside them because each creator, each brand has different things. It's built on their own foundation, and it's a a business that is not taught.
Audrie:You can go to school to be this and you get this.
Kristin:This is
Audrie:this is not and a lot of people refer to it as social media. And I'm like, no.
Kristin:Like, it's not similar. The same type.
Audrie:You have to, like, pivot and,
Kristin:you know, be all knowing in, like, different platforms and different audiences too. Yeah. And it's interesting too because I I see this in in multiple companies, both big and small, where some businesses and brands believe that social and influencers belong together because influencers are now on social media, and so therefore they are social media. And then there's other companies that are doing it where PR and influencers are together because media relations, the traditional sense of such, and building relationships with an editor is similar to building a relationship with someone else of influences, like influence, like a celebrity or an influencer or content creator and and then social separate. So it's it's really interesting.
Kristin:I've been really lucky, and and I think Kirby agrees. I don't wanna speak for you. But I love when PR, social, and influencers all work together under one structure because they go hand in hand all the time, and it it just makes the storytelling for the brand so much stronger.
Audrie:I thousand percent agree. And I know if my operations can hear us, she would be like, amen.
Kristin:Because we talk about the
Audrie:same thing like PR is social media and social media is influencer and brand and this and when you have that happy, we're all working together. Of course, that's where we both, and I'm excited to talk about y'all's new adventure, that's where we as people that own our own companies, we are building these people to support that process. Because it's a lot. It cannot just fall upon the brand and it cannot just fall upon this. It is a structure that all works well together and I'm excited to talk about your y'all's next step together.
Audrie:So build us up to the next step of, okay, you both have been in corporate for many years, got amazing experience, and then life's happening. We developed a certain point of success, and you all decided to do something. What is it?
Kristin:Yeah. We well, we both left corporate.
Audrie:I built that up. Done. Done. We
Kristin:did. We left corporate. You know, it was it was a gradual thing for me. I have always felt honestly, it's probably been ten years that I have always wanted to do something on my own, but it never felt like the right time or there was other things happening that were it just it made it easier to stay and the structure was there and the security was there and all so many things and variety of such throughout the years, but I'm here to also say there's no perfect time ever, by the way, for anyone who wants to leave. There is no perfect time.
Audrie:I'm still questioning my decision.
Kristin:I'm questioning my decision. I'm here. That's all the normal. I'm still questioning daily. Like,
Audrie:you know what they say,
Kristin:the roller coaster where it's
Audrie:like you wake up and you're
Kristin:like, yeah.
Audrie:I own a company. And then by the afternoon, it's like, wait. You guys and then you're just going down and
Kristin:you're like, I I don't know if
Audrie:I made the right decision. And it's like, something good happens. You're right back at, yes. I am. You know?
Kristin:It's like the pets. And valleys. They are very real. And especially as an entrepreneur, like, you you now wear all the hats. You are finance.
Kristin:You are operations. You are marketing. You are strategy. You are and I'm like, oh, I am everything, and this can be a lot. And but it's also very rewarding because then you feel like after a day or so, you're like, wait.
Kristin:I just learned this thing that I had never done before. It is Yeah. A How to motivate yourself, like, it's no longer just a company. Yeah. Yeah.
Kristin:And I think COVID helped us too. And in particular and what I mean by that is there were so many bad things about COVID. COVID was not a great thing. But what COVID did was showcase that people can be productive and do great business from a remote location. And most of us get home at that time.
Kristin:And for me, I then really learned how to have what people referred to in the past as a work life balance, which I used to laugh at because that didn't really exist and that wasn't a real thing. But but now I feel like I have that. Right? And and it's more like a blend instead of And a and I don't, you know, I'm I'm not gonna say never. I, you know, never say never, but I really like having the flexibility of being able to work from home, work from a hotel, work from a luxury resort on vacation, and not be upset about it.
Kristin:Like Yeah. That's my own company. And it's lovely. And and I love having help too and and someone who has been with me through this whole, you know, journey of hers for the last eight years now. And it's someone that I don't have to, like, train or teach how to do things.
Kristin:Like, she knows how I work, and she knows exactly what I mean when I say something that other person will hit me sideways and be like, what are these words?
Audrie:She understands. I mean, I can relate to that so wholeheartedly because it's kind of like I mean, they make jokes about, oh, it's my work wife or oh, it's my work husband or what have you. But my husband can understand what I'm thinking or see a face or see something or a movement and he knows what I'm feeling. And when you have a partner in work and business or a work wife or work husband, I don't like all the cliche things, but when you have one, it's like and they know it. It makes it it's so great because you're both on the same mission.
Audrie:You're trying to meet the same goal. And when it's, you know, smaller and I think that's what's so fantastic about you and I don't think we've actually said it. Tell us what you've opened. Tell us what you've opened. We really built them up.
Audrie:Now I don't know what is it.
Kristin:I love it. It is it is a consumer engagement and and brand strategy agency called Arden St. Clair. Name comes from the it's the middle name of both my grandparents. Arden is my grandmother's middle name, and St.
Kristin:Clair is my grandfather's middle name. And I I love it. I wanted it to be something close to me and special, but I didn't want it to be my name. So Alright. I know.
Audrie:So I know that there is something big coming on our side because yeah. Then I think I've let you know already. Believe I let you all know. Okay. I'm like, I think I need
Kristin:to know.
Audrie:Because yeah. I mean, I think there was a there's a point that you get you kind of hit a ceiling with your name on certain companies like this. Yeah. So yeah. We're gonna be announcing something soon.
Audrie:I'm guessing if you're listening, you can probably figure out what that's gonna But I think that's such an important thing because it can stand alone. And with being an entrepreneur and business owners, the idea is what can you build that you don't have to pull I mean, we're gonna be a part of it because that's what entrepreneur business owners do, but that you don't have to be the entire company. It can grow to be what you start out and then spear off to so many more things if it's not just your name.
Kristin:Yeah.
Audrie:And I think you know certain things are good when you're saying your name
Kristin:but I
Audrie:think that's so beautiful that you named it that. And then kind of correlating back to what we were saying is when it's a small company like that there's such there's such heart in it. There's such when you when you're smaller, when you work for corporate, it there's so many lines and people and I don't wanna say red tape because I think corporate's great, but there's red tape. And then there's you don't see sometimes the immediate effect of things and in a smaller office in setting in business, I feel like the smallest you know like oh our client grew by 25 followers That's celebrated. That's celebrated, you know, like little wins like that are celebrated because they grow into big wins.
Audrie:And I think that's not noticed. And I think in larger companies, it can just be a little just like that. It's mass volume. Whereas in smaller ones, have the direct effect and you really are impacting people's lives. Now we work with big brands or we wouldn't have known you guys, right?
Audrie:Yeah. It's those smaller individuals and influencers that are micro influencers that are kind of making some movements these days and the little middle ones that are making a great impact. And I love that you started your own firm and agency and and get to experience that, which y'all did anyway. Y'all were so close and inviting. That's why we love you guys.
Audrie:So let me go into asking all these wonderful questions I sent over to you that I'm not going off of because, you know So to wrap it all in, let's talk about the hot topic of influencers. Their impact in marketing, we talked about how it's now like its own ecosystem with working together with brands and all of that. What is and y'all both may have different opinions. What is your first thought when you think of an influencer, bad or good? And what do you wish people knew?
Kristin:Yeah. So my first thought is that it's it's everyone at these days. It's the consumer. I think that the biggest thing brands need to latch onto next and it's becoming so important is that you're influencers. You are an influencer.
Kristin:And I don't mean that in the sense of like the person who started out as a blogger who then got the title of influencer. I mean, we all have influence among our own community, among our friends and families. And so, therefore, we can all be seen as an influencer. And I really think that, you know, where brands should be headed next is utilizing their employees and their customers and traditional influencerscontent creators, right? And building this house of of community that promotes their brand in different capacities.
Kristin:And so for me, when I hear the term influencer, I think it's all of us.
Audrie:Yeah. I love that. I love that. Do you get a do you get hesitant to tell people that you work with influencers? I don't.
Audrie:No. I actually take pride
Kristin:in it, like, because everyone's like, that's such a cool job, and do you know so and so? And Yeah.
Audrie:But I think it's probably very different
Kristin:than what people think of when you're like, I work in influencer marketing. You know? It it is glamorous at times, but there's also a lot more work that I think people don't know that goes into it. And also just like the connection is what, like, I love having influencers in house, like building connections with the influencers, but also like the agencies like yourself. And sometimes you don't get that from like working with a third party, but I haven't, received to me, like, negative feedback I or think the reaction that I always get is when I tell someone I I work in influencer marketing in addition to all the other, like, marketing Yes.
Kristin:Yes. Do. People are always like, oh, do you know so and so? And it's like their favorite influencer that they Yes. Yes.
Kristin:So you need to know there's like hundreds of thousands of them. Right? Exactly.
Audrie:And then what's so funny is I'll know them by their real name, but I won't know them by their handle.
Kristin:I know. Yeah. And I'm like,
Audrie:but her name is Anna.
Kristin:Or, you know, like, I'm like Okay.
Audrie:And then, like, I'll walk off and I'm like, oh, wait. She's talking about, you know, so and so, not this person. I know them on this side,
Kristin:but I think that you're, you
Audrie:know, I think you're kind of I and we've had this conversation too of that, you know, we talked about COVID. A lot of people were consuming so many things because they were at home. They really leaned into the influencer community
Kristin:of how
Audrie:to style your home office, how to do things, projects, activities to do with your family, things to cook because we were all searching for that and no TV shows were being made. It was all paused, know, there were no movies hitting. And so it really it was like rapid fire of growth and then when it's kind of coming like working itself back out because now it's in person. And I think that's where like you said, take your team, take your customer, take the influencer, take in person, have a cohesive marketing approach and not putting all like, mean put all your eggs in one basket, but let's spread, you know. But I think that's it's not just influencers, it's the cohesive thing.
Audrie:We talked about that too of what should brands be doing? And I love how you said lean into your team, lean into the customer because I think you have to be a little bit careful. I mean, think the last time there was a brand that went a little overboard with a party and customers are like, why can't we get those free? What are your thoughts on that? Do you see the fine line of that?
Audrie:I mean, I love both. I love a little bit of both. I love, like you said, highlighting customers. But what about these brands, these influencer events?
Kristin:How do
Audrie:you recall on that? When I first started
Kristin:in this space, you know, throughout I think it was like halfway through my career, this was introduced and what was happening in my experience was the fashion editors that we used to have events with were now like, wait, who is that this person that I don't know that's not a fashion editor, but, like, is an influencer, and they were sort of a a little standoffish at not all of them, but some of them were a little standoffish because these influencers were getting, you know, front row seats at fashion shows. They were getting invited to the most exclusive events. They were they were part of the crowd now. And I think there was a a, you know, a negative taste in some editorial journalists. Now it's a little in this space.
Kristin:And so this is now coming into, like, the influencer space of, like, the influencers, I think, are getting this this a little bit with, oh, that's a customer? Like, just an everyday customer? And it's like, yes. But you all have to understand how important and how, you know, special it is when you're all under the same roof at the same time and part of this brand. That's what makes up the brand.
Kristin:Like, it's the whole community. Mhmm. And so for me, I kinda laugh a little bit because I'm like, oh, I've been through this before with editors and influencers. Now I'm going here with influencers. I got a great question But on but there's a way, and I think, you know, I'm I'm proud and appreciative of my PR background and having to navigate the conversation and the communication around it and letting them all feel special in their own way because they are, and they truly are important to the brand.
Kristin:And so for me, I think it's important to have everyone under one roof. I mean, there are great companies out there. Can I name some companies? I don't mean to, like
Audrie:Whatever you feel comfortable with.
Kristin:So
Audrie:Whatever you're comfortable with, I'm great with.
Kristin:Okay. There
Audrie:are People are saying cuss words on their podcast. Okay?
Kristin:Oh my god. Well, I told you that today.
Audrie:We can say brands.
Kristin:Hey, John. Oh my goodness. Well, there are, you know, some companies out there like CNC that are doing these pop ups out in in the wild. Right? Mhmm.
Kristin:And everyone's invited. Influencers are invited. Now I
Audrie:love that. People that
Kristin:are walking by are able to just come and experience and, like, get free things and and that's important. That's what's going to build the brand awareness and get people taking photos and posting on social and and that's that's what you want.
Audrie:So Yeah. I I'm gonna drop a name too because we're working right now with Susan g Komen and one of our clients, the mom game podcast, and they Emily Jones is a sports reporter for the Texas Rangers. Julie Dobbs has been on the ticket, local here, and was a sports reporter for the Dallas Stars, and they have their own podcast. Well, we're taking Susan g Coman. We're taking the podcast.
Audrie:We're going to the truck yard Fort Worth. We're inviting audience members, celebrity guests, influencers, just so many different people. And then what's happening? We're doing marketing processes like blogs, newsletters, graphics, all of the cohesive things. And then there is, you know, we've integrated some other businesses.
Audrie:Like, there's gonna be a hat bar there. There's and y'all have attended my events. You definitely know.
Kristin:We know. It's cool. Gonna happen.
Audrie:So the hat bar is gonna be there where they get to design their own hat and, you know, popcorn machine. And I think when the, you know, person that has of influence, the the the charity or the brand that is cohesive cohesive with that along with bringing influencers and so many people and to have that it it's so impactful and it's it's giving back and it's having time with who your audience is that is excited to to even share. And I think Chris and you and I talked about this on the phone like maybe a year ago. And it's kind of like that. I think we were talking about sports and it's like if you I was talking about youth sports at the time where if you give you know, let's say your your budget's a thousand dollars.
Audrie:Mhmm. If you gave one influencer a thousand dollars for this one thing, but what if you gave five sports moms $200 Yep. To share this bat Yeah. For their child. Yep.
Audrie:That mama is gonna be on fire to share and talk about this bat because she was given $200 and a free bat. And it's not that influencers don't bring great audience and growth. It's the mixture, and we talked about that. It's the mixture of customer and audience and investing and where you invest that because if you spend that thousand dollars on five moms Mhmm. It it will produce something.
Audrie:It is gonna produce something and it'll look a little bit different and then invest this over here. But that kind of goes back to everyone is of influence and what does that look like
Kristin:for sure. And that's the thing and that's where I think, you know, brands have changed so much and evolved over time. When I first started in this, it was the brand wanted to be, you know, dictated over the tone and the voice and what the influencer was saying, and they wanted to basically write a script as if it were a commercial. Right. And like now, it's like, can't you can't do that.
Kristin:Can't that. People wanna buy from other people, and they need to use their own brand voice while talking about your brand. Right? And because and that's what makes it authentic. Yeah.
Kristin:I mean, know. Can tell. I mean, you thought it was heard at the end of the day.
Audrie:It was Oh, a 100%. Because their audience and that's where I think brands for a while, I think they're figuring it out. Thanks to great people like you guys and myself. But it's like, you cannot speak to your audience the way that someone speaks to their audience. Right.
Audrie:Right. And you laughed about cuss words. Right? I say cuss words. They're they're influencers and TikTokers.
Audrie:That's what they're known for.
Kristin:You know? I follow some of them. And that's why we love them.
Audrie:Right? So if they, like, cleaned up their act and they were like robots Mhmm. Everybody would be like, I'm not buying that. That is not real. Tell me tell me how and and I I tell every creator and I tell every person that walks in this office that helps with our our clients is what problem are we solving for the everyday person?
Audrie:Right. What and and that's what brands have to look at. How does she approach her audience? We follow people for their different reasons, and Kirby just said that. I follow this type of person and this type of person.
Audrie:Mhmm. That also comes with age. I follow some young creators because they know what's cool and hip. I said hip like that's a word. Okay.
Audrie:And I just aged myself. Then I follow women my age. I follow women that have children that are my children's age because I'm a younger mother. My children are older. They're 22 and 16.
Audrie:And so like, okay, what is an empty nest? And that's what oh, we're going over to you. Hello. And then I follow women that are older because I'm like, oh, what are they using? Oh, what's perimenopause?
Audrie:What's what is all that? Because I think it's it. I think it's time. So I follow all these different people and the brand has to see when they're investing in that, where they can fall in line with those different things. Now don't change your brand messaging.
Kristin:Right.
Audrie:But how does it fall in line with their audience for them to be authentic with it? Right. Because what somebody and I use skincare as an example, somebody in at 55 is not gonna be using what somebody at 21 is gonna be using. And how can and what products do you have that that align? Yeah.
Audrie:So with that, we've all had the wonderful experience of building all of that information of saying and speaking on behalf of a brand and influencer. We have had the experience together where we've had to carry messages from influencers and brands. Right? It's one of those things. We all smile.
Audrie:Yep. Uh-huh. Because it's hard, you know. Well, sometimes what an influencer thinks they're worth is not what we're seeing. It do y'all feel that's the case?
Kristin:Sometimes. Yeah. Yeah. It can be hard. And it's also just being, like, a little picky, like you said, like, what the brand has to do.
Kristin:Like, it has to make sense. Like, there would be a person that I follow that I love, but it might not make sense for the brand that I'm working on. So I think it's the balance there. Like, I have relationships with certain people, but I'm like, this is not a good fit at this time and budget, you know. Yeah.
Kristin:Yeah. That's the hardest part, honestly. Sounds silly, but I think it's it's really like it is. I think we have a passion.
Audrie:It is the hardest part. And I'm actually I I sat sat down down with with someone someone at at LTK and she was like, you need to come up with those hard questions. Like we were talking about like if a client decides to go with another company, how do you react to that? And how you do it gracefully without burning bridges and without oh, so that's not
Kristin:what I mean. Laying trim and cut.
Audrie:But without burning bridges because ultimately they're making a choice, you know, of of their own growth and their own items. So I think that's one of those questions is how do you gracefully say, sorry, that's not in our budget. Now we would love to continue to work with you, but if you can hit this tier and this tier, we may have a possibility for growth because we can't promise that because brands set their budgets and Right.
Kristin:And they change too sometimes. They do.
Audrie:And and it and that's the hardest part. And it's not that they're, you know and then it's going back and say, hey, this didn't perform as well as we hoped and we need to see performance. And I think brands sometimes don't ask for that. And I say don't be afraid to ask for a courtesy dare or a courtesy look, you know, for growth because I think and we talk about brands being cohesive. I think influencers need to be cohesive for the longevity of success.
Audrie:I think the most successful creators I've ever worked with do the same thing, and they have the open mind and, you know, I'm gonna put them in my blog and newsletter without them paying for that because that brings a new audience. And I I understand the hard work and being valued for your time, but I think if the influencer cohesively has a marketing strategy of their own to support brands, they will get more in the long run. Yeah. And not just a one and done. I hate that.
Audrie:I've been on that side.
Kristin:Yeah. It's tough. It's tough. I think there's a balance. I mean, for me and in my experience, there's there's a balance between when I was in house, right, at corporations, educating the leadership and the people that are, you know, they're approving budgets and they're approving, you know, whether or not we can build a program like this, right?
Kristin:So there's the education part of you can't just do or expect a one and done and get these magical results. Right? Some influencers and most, in in the case for me, they take three to six months to really start to show and prove that their audience is becoming engaged because some people, when they first hear of a brand, right, it takes a while to get them to convert. And that that's the same too from a brand marketing perspective. It's easier for someone to convert when they're when you're trying to gain new customers.
Kristin:And it's the same way in influencer marketing. So having to explain that internally is important. At the same time, having to educate either the influencer or the manager of the influencer and say, hey, Here's how we can make this go faster. We can pay you. We can be in partnership with you for a couple of months.
Kristin:But if you do things in between and your audience starts to see the authenticity of the message and the fact that you are genuinely happy and proud to be working with and wearing or using the products and or services of this brand on your own. Right? And it can be some stories. It doesn't have to be a normal reel or a post or anything. Right.
Kristin:That's, of course, where multiple brands are mentioned because you're not paying for it as a brand, but that's where both parties win a little bit. Yeah. Right? And and so it's hard because I again, I understand I'm not taking away the worth of the influencer. They are worth a lot.
Kristin:Right? And and building that online community is really important. But it's it's a partnership and it's a little, you know, push and pull. And and that's where I wish both parties could understand. And so being in our seats, right Yeah.
Kristin:It's just this constant toggle of back and forth relationship management of leadership and influence. I
Audrie:love that. Yes. I mean, I think we we generate newsletter to our internal clients every week of some type of education. We meet with them every week and I we work with all stages of creators as you guys do as well and it's from so many millions of 100 thousands of followers to smaller and so many on their different apps. And to anyone that's at a different stage and we even say to the larger ones because if they are inundated with so much, how important it is to reshare that just out of your own marketing process.
Audrie:It's not it's not going to hurt your real estate. It's gonna make your real estate be worth even more. And I think that's where it's a little bit I don't think you need to go, you know, oh, we're only paying you for this. I don't think you like you said, you don't have to do all of this, but where else are you putting them to get a little bit more of growth on your own? Because in marketing, it's rule of seven.
Audrie:That's not a wrong thing. You have to see something so many times and it is gonna re serve the message and then the authenticity is gonna naturally be there except just one thing. Ultimately, if you were there to help the brand that's invested in you, the brand is going to turn around. It may not be that month. It may not be that six months, but you will not forget.
Audrie:And I think that kind of goes with professionalism within the industry of how you're doing. And what are you seeing as far as you both, what are y'all's plans for the next Q4? What's going on? Tell us about your I have it in our notes that we were talking about. What do you foresee?
Audrie:What's, like, your goals this this fall leading into the new year?
Kristin:Oh, gosh. Well, my I mean, I'm just trying to get through 2025.
Audrie:Really just wanna make it to October 1, Audrey, which is perfect.
Kristin:Oh, really. I was just telling Kirby, I was like, I cannot wait until October 1. I feel like we have a great season ahead because I'm such a holidays, you know. I know.
Audrie:I the holidays. Like, my porch is already decorated and ready. Okay. Love it.
Kristin:That's so exciting. Well, I'm also well, we both are Swifties, so we are very much looking forward to what's happening on October 3. No. That's true. I forget about that.
Kristin:No.
Audrie:And Let me make a little a smaller question. You talked about what with you transitioning from both from corporate to this. Yeah. What is that fortitude? You talked about what is that strength that when you're a little bit nervous, like you said, you're taking the leap.
Audrie:What is pushing you to get do this? Kirby, what? You're about to get married. Right? Well, we're gonna
Kristin:do like 2027, but I'm still kind of planning and that was one of the reasons I was really interested in freelancing was just getting a little bit more balanced and having that flexibility too. And I did talk to a lot of my friends in the retail industry and kind of leaned on them. And we did kind of agree that corporate isn't as stable as it once was. And that the only person you can really rely on for your career is yourself. So that's what I kinda have to remind myself when I'm having those moments of, like, freak out, but also that I'm able to do the work that I love with that flexibility.
Kristin:I think it's so important. All of my friends are starting to have families, then I'm able to kinda use some more time with and body love while also doing work that I love.
Audrie:I wanna tap into something that you just said, and this is not on our questionnaire sheet or anything. But we talk about this a lot. We talk about as as a business owner being an employer, the things and the demands on that. You talked about corporate not being as stable. What does that mean?
Kristin:Yeah. So I mean, I still love corporate. I was in it for so long, but in full transparency, I've seen, you know, multiple relatively layoffs Yes. Where I've had close colleagues get let go with little to no notice, you know, across different industries too. I have friends kind of all over.
Kristin:And so I think kind of looking at it, like, isn't the only way anymore. Like, I think even when I was first starting my career, I was like, this is my only path. Like, there's no other way. Like, just climb that ladder and, like, success is only measured by, like, you know, promotions and titles. But I think now, like, just with remote work and even, like, the creator economy, like, there's so many other ways.
Kristin:Like, you can have your own success besides just the corporate molds, which I think is really empowering, and I think a lot of people are kinda starting to see that too. I think a lot of women in particular are starting to recognize their their worth and that, you know, for many of us, was about climbing the corporate ladder and breaking that glass ceiling, and it still is But for many people women are making such a great impact, even, you know, just being a stay at home mom. They're making a great impact. Yes. And and that's important that we as a female community come together and lift each other up with whatever it is that we decide to do.
Audrie:No, I love that because there's a lot of demands out there and there's changes. There's so many things. I just think about it because as a small company, I kind of research and you know something was we were looking on LinkedIn because we grow and we have employees that move on to do other things and how do we explain to our clients like, oh, they've moved on to something else, etcetera. And that certain things like that, we were looking at LinkedIn, but we're looking at corporate it's like, okay, wow, there's a lot of hirings or we saw that Starbucks was doing a, you know, a huge layoff and I'm like, what's happening out there? Because you know, like we're we're growing and and all the things and we have transitions and how can we offer to our team to make it somewhere that they wanna continue to work.
Audrie:So I asked that when you talked about corporate because we obviously are a small little company that are, you know, is a little engine that could, but what does corporate look like out there? I used to drive by when I was young and be like, I'm gonna work in that big office in downtown. And then, you know, we have one here in Frisco, but I just asked because y'all have been in corporate most recent and just what that looks like. So I love that you identify at the growth of your experience and what you both can provide to brands and creators in this platform because I think too you served these brands and now you're able to serve the way that you know how. Right.
Audrie:And the education that you know that when you were in the in the trenches of it, you now know what you can offer to so many. And I love that. That's my question. What's the fortitude for you to keep going?
Kristin:What drives you? For me, it's really, you know, I come back to myself and my wellness practice and just having routine, whether that's journaling, walking, meditating, it's really important for me to stay grounded and for me to continue to work on myself and my growth, both personally and professionally, because I think as I do that, I actually am becoming a better professional. I I'm able to stay, you know, more positive about this entrepreneurial side that it's very different, but I'm not starting from nothing. I'm starting from twenty years of experience. And so I have to stay grounded and rooted on a daily day, daily practice.
Kristin:And that's what keeps me going. Mean, of course, like, my lovely little family of, you know, I have a boyfriend, and we have two dogs. I was
Audrie:gonna say your dogs. Yes. Yes. Our dogs
Kristin:our dogs keep us going. They really do. We're both dog moms, and we love them so much. And they're they're probably the most loyal dogs on planet Earth, but, you know, that's okay. They're only with us for a short time, so it's really important to spoil them.
Audrie:It really is so true. So true. Okay, Kirby. What do you got? What is your fortitude?
Audrie:Oh, wait. Okay. Your handsome fiance. What a cutie pie.
Kristin:That's cute. Isn't he so cute?
Audrie:Like, he's nice. It's the hair.
Kristin:Yeah. I'm like, he's horrible with good hair. I know. We always joke. He's like, would you still love me and I'm bald?
Kristin:And I'm like, yes. Like, he is obviously so supportive. Like, he is amazing, truly, and just kinda helps me go, like, me and, obviously, our dog too, and have just been great in this new chapter. I was obviously, you know, kind of like, is it time? And he was like, I'll support you, you know, whatever you want to do.
Kristin:It just kind of helps me do my day to day and also make sure that I decompress kind of what Kristen said. Like, I think it's so important to have a wellness. Like, unfortunately, myself working out. Mine's more like taking baths and, like, raining and watching Bravo.
Audrie:Ranking I made carrot I made carrot cake and and pumpkin bread, but I wish it was working out.
Kristin:And, yeah, not like you. I'm down. I'm down. I get it. I'm down.
Kristin:Still, that's my, like, other personal goals. This is hard to, like, at least, like, walk more. Like, I got my walking pad, which I think you do too. Yes. Yes.
Kristin:Those little things, but also just reminding myself, you know, why I do what I do and why I love what I do. Mhmm.
Audrie:Yeah. It's it's not always easy every day, but in the whole my operations manager says this all the time, and she says we're not being chased by bears. Right?
Kristin:Yeah. Okay. Fun. I don't know. We had something similar.
Kristin:We were always on dates that we were stressed out. I'm like, we are selling pants. We are not giving lives.
Audrie:Yes. Tanya Foster told me this one time. She said, we're not doing brain surgery, so everything's gonna be okay. We are literally taking photos. We get to do something amazing.
Audrie:And I think I daily have to remind myself this because I'm like we've got to be so great and you know we can be eaten up by that or we let you know this deal or that deal and absolutely everybody's gonna be okay.
Kristin:Everyone's gonna be okay and everything's gonna work out. Yes.
Audrie:Yes. It's actually me trying to tell myself that.
Kristin:Right. I'm can you tell me this one more time?
Audrie:If you could tell and I don't know if you have this on you or if you wanna send this over to me, but if you could tell the audience something to read, a quote, something that or a tip, what would you tell them? Whether they're an entrepreneur, an influencer, or a brand, you can pick one. But what would you tell somebody right now that something like a good piece of advice from you both, what would you tell somebody if they wanted to be either of those three? Yeah. I mean, I think it's find
Kristin:your joy. Like, whatever you whatever excites you. You know, for me, sometimes just listening to a podcast really gets me going and I, like, suddenly have all this energy and I can, like, crank out a 100 things and it feels great. But whatever it is, like find your joy. If it's baking, if it's working out, if it's listening to podcasts, if it's just taking your dog for a walk, like that little bit of happiness actually changes your day and the trajectory of what's to come.
Kristin:I always am so sad when people, you know, just go, go, go and and haven't stopped and and realize that, like, they haven't done anything for themselves. I agree. Am I calling you out?
Audrie:I'm working on it. Okay. Good.
Kristin:We're gonna hold you to it. Okay. Well, truly, I just I think it's important for everyone to find a piece of joy throughout their day. It I understand we can't do it twenty four hours a day, but even five minutes makes a huge difference. So find your joy is what I would tell the audience.
Kristin:Yeah.
Audrie:I love it. What about you, Kirby?
Kristin:I'm a huge reader. So I think reading books like of other women in the industry has like helped me in seeing their career path is not always linear. Like, you know, Girl Boss or there's a couple other ones. I don't know the names off the top of my head, I can definitely get them over to you.
Audrie:Yes. I would love that.
Kristin:Like, I love just reading those. I I wouldn't consider them, like, self help books, but, like, just hearing their journeys and knowing that they've failed before and they're, you know, still top leaders in the industry has really helped me. I've actually read Kelly Cachron's books a couple times. And, like, she's just like fun and like crazy, but in a good way. And so I think reading those has helped my career knowing that you don't always have to be like buttoned up corporate.
Kristin:Yeah. It's gonna be a little chaotic, and embrace the chaos is probably the biggest thing I've learned and being able to pivot quickly as needed. We're not doing brain surgery, but sometimes it feels like it's a very fast history.
Audrie:Three years ago. It's fast. Yep. Yep. And then it's like, I'll be like, oh, my inbox.
Audrie:Like, no one no one's everybody's fine. Right? I can't believe there's nothing in my inbox. Yeah. No.
Audrie:I think you're right. I think and and knowing people like you both in this industry is what brings me peace. I know that if I send an email or a text or something or called and Kristen, we did that. Like, we called each other and outside of our professional lives, but as professional people, love, man, I'm struggling or man, this is great or let's connect and talk this out. We are in a marketing industry like we talked about that is does not have a school of teaching.
Audrie:We have built this ourselves. We are part of the founders of this and when you surround yourself with like minded experienced people in this industry, it brings relief because they don't understand some people don't understand what all the in between of what is in production on that social media platform to where it began. And whether that whether that brand launch failed, overly succeeded, all of those things, we we are the people that make up the in between. And when you when you are like you were talking about, we all work remote or in different places because we work together here in our office but our clients are not here. Our clients are not sitting next to us so we potentially work remote.
Audrie:So how do we, you know, connect connecting with them and understanding that and building all of that together that is you can't just talk to your girlfriend that is a teacher at the school. Like they all know each other. You know what I mean? Like they don't understand the industry. So surrounding yourself with like minded people that have experience in this it's just so important and I think that's what I would tell any person that wants to start out in the industry to surround yourself no matter what state they're in but connect with somebody because you can't not everybody does this,
Kristin:you know? Heart is so important though. I mean, that's the biggest thing I've learned. It's like, sometimes it's who you know, not what you know because you can learn the what. Right?
Audrie:Yes. Yes.
Kristin:Your network of people and it's friends, family, colleagues, it's old bosses, you know, it's people in college with, it's professors, it's it's everyone along your journey, like, you know, stay close to them and keep them in your wheelhouse. And the industry is so small, like, people reserve it, like, all the time and Yes. People like LinkedIn or, like, texting from time to time. It's, like, so important just to nurture those relationships.
Audrie:A thousand percent, which leads me back to that question that a friend of mine asked. Like, if a client or someone decides to go in a different route, I promise you, like you said, it's a small community. It's going to surface. It's going to either you're going to see them again. They're going to work with you in some capacity.
Audrie:So always stay positive in that and be confident in that work that we all put in And it may not always fall our way, but it will fall back. It will come.
Kristin:It will. Yep. Yep. And the funniest of ways sometimes. Look at us.
Audrie:Well, I appreciate you both slowing down and taking the time. Y'all are doing so many things. I love that we get to work together in this capacity. If someone wanted to work with you, contact you, where can they contact you, with you, email, call? What how would you like them to follow and learn more about your company?
Kristin:Yeah. They can follow me on LinkedIn. Yeah. Kristen with Lemmitt or I'm most active on Instagram. It's Kristen underscore with Lemmitt.
Kristin:You can find my DM. Okay.
Audrie:We will put all this information in the show notes too, along with the quotes and the books and the things. Alright. And I love that. And thank y'all both so much.
Kristin:Thank you. Thank you. Much. I appreciate
Audrie:So I am gonna close it out, and I always say this at the end
Kristin:of the
Audrie:podcast. I always say, thank you for joining me and capture brand and engage, and let's do big things. Okay. That was it. That was my
Kristin:Oh, I love it.
Audrie:Thank you for tuning in to another episode of Founders Importitude conversations with Audrey Dahlins. For details and links from our incredible guests, be sure to check out our show notes. You might even find exclusive discounts and special items we share that aren't even mentioned during the show. If you enjoyed today's episode, please take a moment to leave a five star review. It truly helps us grow and continue sharing valuable insights with you.
Audrie:You can connect with me daily on Instagram at audrey dollins, a u d r I e d o l l I n s, and don't forget to visit my website at audreydollins.com where you'll find years of blogs packed with tips and insights to help you thrive. As always, capture, brand, and engage, and let's do big things.