This week on Own It we’re talking to Cass Cruz and Karen Goodman from Nova Consulting. Their firm focuses on branding but specializes in helping founders and business leaders turn what they stand for into meaning and growth for their companies. Karen spent time at Bose on the brand side and MullenLowe and Havas, among others, on the agency side before joining forces with Cass.
Cass also spent time at Bose on the brand side as well as the Harvard School of Education along the way. The seed of Nova came from her life and leadership coaching business she started after leaving Bose.
Both have such fantastic backgrounds and journeys. I loved hearing of their meeting and joining forces, and of course, their perspective on closing the gender gap in agency ownership.
This was such a fun chat. You’ll enjoy it as much as we did.
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Cass Cruz believes that everyone is an artist and creative, and that it's about how you engage with the world around you. She also shared that Karen is a "strategic creative" and Cass is a "creative strategist" - that they balance each other out in this way. She thinks that everyone has the capacity for creativity.
Karen Goodman shared a story about how she got her first freelance gig by chatting with a recruiter at a conference in a bathroom line. This highlights the importance of being open to connections and conversations in unexpected places, as they can lead to significant career opportunities.
Cass Cruz emphasized the importance of her early career training program at Ogilvy. Key elements included access to senior leadership, rotations across different agency disciplines for a holistic view, structured seminars, and competitive pitching opportunities. Karen Goodman added that the community aspect of such programs, providing a supportive network, is crucial for young professionals navigating a demanding industry and combating imposter syndrome.
Both Cass Cruz and Karen Goodman discussed the frustration with corporate inefficiencies and the liberating experience of owning their own business. Cass realized she had "been making this up her whole career," referring to her unique approach to work, and that entrepreneurship allows her to continue doing so authentically. Karen highlighted the empowerment of not having to follow a rigid playbook and instead adapting their approach for each client, emphasizing fun and collaboration over endless meetings.
Karen Goodman advises aspiring entrepreneurs not to wait, regardless of life circumstances like having children. She emphasizes that the goal isn't just "more time" but "better time" and a different quality of life, which she achieved by leaving her corporate job. Cass Cruz added that the same amount of work can either fill you up or drain you, stressing the importance of listening to your body and aligning your work with your values to avoid physical and emotional misalignment.
