Paige Arnof-Fenn of Mavens & Moguls: 5 Things You Should Do To Become a Thought Leader In Your Industry
An Interview With Dina Aletras
I do not think there is one silver bullet to keep your skills sharp and fresh, I recommend using a combination of reading and learning online and off, attending conferences and talks, networking, newsletters from influencers, TED talks, podcasts, finding mentors and listening to all feedback good and bad. To stay relevant and keep growing I try to prioritize professional development to keep skills fresh and stay on top of new trends and technologies.
As part of our series about how to become known as a thought leader in your industry, I had the pleasure of interviewing Paige Arnof-Fenn.
Paige is the founder & CEO of global branding and digital marketing firm Mavens & Moguls based in Cambridge, MA. Her clients include Microsoft, Virgin, venture-backed startups as well as non profit organizations. She graduated from Stanford University and Harvard Business School. She serves on several Boards, is a popular speaker and columnist who has written for Entrepreneur and Forbes.
Thank you for taking the time to speak with us! Our readers are eager to learn more about you. Could you provide some background information about yourself?
I did not plan on starting a company. I always wanted to go work for a global business and be a Fortune 500 CEO. When I was a student I looked at leaders like Meg Whitman & Ursula Burns as my role models. I started Mavens & Moguls after beginning my career on Wall Street in the 80s and having a successful career in Corporate America at companies like Procter & Gamble and Coca-Cola and then working at 3 different startups as the head of marketing. All 3 startups had positive exits. I took the leap right after 9/11 when the company I worked for cut their marketing. I had nothing to lose. Running a global marketing business provides me a platform to do work I truly enjoy with and for people I respect. I get to set my priorities, I have time to travel and hang out with my inner circle, and work out every day. It has been a journey to get here but I am lucky to have found it. I love the autonomy, flexibility and the fact that I know every day the impact that I have on my business. When I worked at big companies I always felt the ball would roll with or without me, that if I got hit by a bus someone new would be in my office right away. Now my DNA is in everything we do and I can trace every decision and sale to something I did or a decision I made and that is incredibly gratifying and fulfilling. Like most entrepreneurs, I am working harder and longer than ever and I have never been happier. Working for yourself and building a business you started in incredibly rewarding and gratifying. It has been a lot of fun, I joke that I am the accidental entrepreneur. I knew I had made it as an entrepreneur when Harvard wrote 2 case studies on my business a few years after I started it, we were very early to pioneer sharing resources on the marketing front (before my company it was really only done with HR, legal and accounting/finance).
What establishes you as an authority on thought leadership? Could you briefly share your expertise with our readers?
I have been in Communications since 1990 first working inhouse at world class businesses like Procter & Gamble and Coca-Cola then running all Marketing activity at 3 successful startups that all had positive exits and for the past 20+ years I have run a global firm which provides me a platform to share my expertise and lessons learned as both a writer and speaker on a regular basis. I wrote monthly columns for Entrepreneur and Forbes for years, am a popular panelist and keynote speaker at conferences and industry events, and a frequent podcast guest who gets quoted regularly in the media. I have contributed to dozens of books and serve on several Boards as a trusted advisor.
Can you recall a funny mistake you made when you were first starting out? What lesson did you learn from it?
It can be hard to laugh at mistakes but looking back I remember one week early on when I had 3 or 4 talks lined up over a couple of day period so I went from one evening event to a breakfast the next morning to a lunch and evening talk the following day. I enjoy public speaking and get a lot of referrals and business that way. The morning after my final speech I showed up at a meeting with a prospective client along with a few of my colleagues and I realized I was completely out of business cards. I was so embarrassed and my team laughed at me since I always remind them it is important to be professional and prepared all the time. I ended up sending a hand written thank you note to the prospect with my card enclosed and we won the business so I turned my mistake into a good outcome plus I have never run out of business cards again! It is a great lesson in the power of humility, resilience, persistence, manners and having a sense of humor.
What are the most significant disruptions you foresee in your industry over the next five years, and how can businesses adapt to these changes?
In the digital marketing world things are moving faster than ever with data analytics, AI, ChatGPT, machine learning, hyper-personalization and harnessing all forms of data being used across all channels and customer journey stages. These tools and trends will impact marketing and sales strategies longer term. The possibilities are everywhere to save time and increase productivity. Creative thinking and problem solving skills along with a high degree of comfort using data analytics to track and measure success will also be critical as we navigate the new reality of life with AI and ChatGPT. You have to keep your antenna up, be a student for life by reading, podcasts, webinars, conferences, etc. to stay relevant today. Never stop learning and growing.
Can you explain the benefits of becoming a thought leader? Why is it valuable to invest time and resources into this?
Thought Leadership has been a great way to build my brand, increase my visibility more broadly, raise my profile and attract more clients. Most of my work comes by referral and word of mouth. I think having a good online reputation is incredibly important to building a strong professional service business like mine. I think thought leadership is the new PR and leveraging it is the best foundation for a link building strategy by using social media to build your brand. When people check you out online it becomes a credibility booster that can accelerate your sales cycle and set you apart from your competition if you are the recognized expert.
Can you share an example of a significant challenge you faced in your career and how you leveraged innovative thinking to overcome it?
I started my career in finance on Wall Street in the 80s. Being a Financial Analyst in investment banking paid well but the hours and lifestyle did not leave time for anything else so I decided to go back to school for my MBA which allowed me to rebrand myself, try a new area as a summer intern in marketing, gain new skills and build my network and my confidence. For me getting an MBA was critical for finding work I enjoyed and making the transition smoothly. I took marketing classes and got experience on and off campus to help me build a resume in the new field which gave me credibility as a marketer. I positioned myself as being strong analytically which would help me be a better marketer using data to make decisions. I think it is possible to rebrand yourself if you are strategic about the process. It is important to have a story to explain your transition and show confidence in your decision not to be defensive about it. I realized the skills and activities I liked best in my finance career were the ones that would make me a better marketer. Once I shared that perspective the recruiters understood my interest and offered me jobs. I have loved the work and have been in marketing ever since, first going in house at large Fortune 500 firms like Procter & Gamble and Coca-Cola then heading up marketing at 3 successful startups and now as an entrepreneur who started a global branding and digital marketing company 22 years ago.
I know having an MBA helped my resume stand out to get interviews and gave me credibility as an entrepreneur. I am so much happier in a career that allows me to use both sides of my brain, explore a more creative path and use my business acumen in all sizes and types of businesses from the very largest public companies to venture-backed startups and now running my own firm. If you are not excited by your job, I am a big fan of finding ways to bridge to another track to find something you truly enjoy spending time doing that shares your talents and gifts.
Now that we have covered that, we’d love to hear your advice on becoming a thought leader. Can you share five strategies that someone should follow to gain recognition as a thought leader in their industry? Please include examples or stories from your own experience for each strategy.
In my experience activities like writing articles, hosting webinars, podcasts and building my following on social media all contribute to increasing my awareness with potential clients and building my credibility with a larger community. Instead of trying to start my own blog or newsletter, I contribute regularly to existing well trafficked blogs in my industry or newsletters of likeminded organizations reaching the same target audience as we do. I make sure to put my URL or contact info on it so prospects can always find me and follow up. When my articles become available online, I make sure to send them out via social media to all my friends, followers and contacts. I don’t let social media drive me crazy, you do not need to be everywhere, it does not matter which platform you choose just pick one or 2 that are authentic to you. It should look and sound like you and the brand you have built. Whether your brand is polished or more informal, chatty or academic, humorous or snarky, it is a way for your personality to come through. Everyone is not going to like you or hire you but for the ones who would be a great fit for you make sure they feel and keep a connection and give them a reason to remember you so that when they need your help they think of you first. Start small and build as you go. For me I started with small publications then moved up the food chain to reach bigger audiences. Leaders need to be on LinkedIn so that they can be found too. It adds credibility and transparency when you know the people you are meeting or working with know people in common. LinkedIn has become more than an online resume or rolodex, it is the foundation for building trusted relationships in the digital economy. You do not need to blog or be on all social media platforms but make sure you are active on the ones where you are. If your customers do not use Facebook, Twitter/X or Instagram to find you then you do not need to make them a priority. For many professional service businesses like mine, LinkedIn matters the most. I have spent my entire career building my reputation, no one is an overnight success.
To balance quality and quantity and get more bang from your budget, thought leadership opportunities to repurpose/refresh/reuse content are everywhere. The key is to repurpose content by turning a series of articles/blog postings/newsletters into a book/e–books then turning every piece of content/media hit into a tweet and share links to the content on all your social media platforms. Turn articles into infographics and video your talks to share over social media. Once you have a piece you are happy with it makes sense to get as much mileage out of it as possible. Find creative ways to leverage your thought leadership so that your audience finds you easily. It does not take much time to repackage articles that contain outdated information or update your keywords, the possibilities are endless and pay off quickly with increased traffic and engagement. It is no longer only about churning out fresh material, refreshing existing content from prior years you not only maximize your previous investment but the traffic drives the rankings too. Repurpose and reuse for best results, what’s old can be new again. These ideas do not require big budgets but they take time and have a cumulative effect as you go.
How do you foster a culture of innovation within your organization, and what practices have you found most effective in encouraging creative thinking among your team?
I have been fortunate to work in several world class businesses in my career like Procter & Gamble and Coca-Cola with growth mindsets and l have tried to create that culture in my company too. In my experience, having a growth mindset helps successful people realize that the more happiness and wealth they acquire the more they can help others succeed too. Their gratitude becomes a multiplier and virtuous circle creating a positive environment for future success. Fixed mindset people tend to feel that they know it all and see the world as a zero sum game, so if someone else is winning they must be losing. Growth mindset people never stop learning and experimenting, they are focused on the future and see opportunities ahead by creating a culture of learning and growth. The key is to make the know it alls see the power in becoming learn it alls. There are always new tools and technologies and you never know when the next crisis will hit that throws your plans into disarray. Staying nimble today is core to survival and ultimately success. It takes effort and a commitment to excellence for people to continually learn/grow especially now in a remote/hybrid environment.
Who do you think is an outstanding example of a thought leader? What specific qualities impress you about this person?
Seth Godin, David Meerman Scott, and Guy Kawasaki all come to mind. They are all practitioners with relevant real world experience, great fresh ideas, very active online, and prolific writers. They all blog, tweet, have best selling books, podcasts, etc. They give away a lot of content and build trusted relationships through consistent messaging and branding. Authentic brands that offer value are timeless, copycats fade quickly.
How do you stay informed about the latest trends and developments in your field, and how do you incorporate this knowledge into your strategic planning?
I do not think there is one silver bullet to keep your skills sharp and fresh, I recommend using a combination of reading and learning online and off, attending conferences and talks, networking, newsletters from influencers, TED talks, podcasts, finding mentors and listening to all feedback good and bad. To stay relevant and keep growing I try to prioritize professional development to keep skills fresh and stay on top of new trends and technologies.
Some people feel that the term “thought leader” is overused and has lost its impact. What are your thoughts on this?
There are a lot of self-described thought leaders which dilutes the term, in those cases it is unwarranted and overused. To be a true thought leader, you have to make an impact in your field, engage with others, and encourage them to learn from you. A thought leader is someone who offers guidance and insight to those around them and has a positive reputation of helping others with their knowledge and insight. Other people must consider you to be a thought leader in my experience for it to be real.
How do you balance short-term business goals with long-term strategic vision, especially in a rapidly changing market?
For ongoing work I tend to set realistic short term goals I know are a stretch but motivating and for new activities I tend to push the limit with long term goals and set them higher since we are on unchartered territory. To crush goals you need talent — the best people on the team. When the stars align with a little luck goals can shatter. For me committing goals to writing is critical and has helped me hit professional milestones and knock things off my to do list over the years. Out of sight out of mind. Goals can change or morph over time but I respond well to having clear goals I want to achieve with the time I have. Call me old fashioned but I am a big believer in lists and sticky notes. The simple act of writing things down makes them real to me. I love crossing things off my to do lists, it is a great sense of progress and accomplishment. I find it hard to ignore notes on the bathroom mirror or computer screen every day.
Can you share your favorite “Life Lesson Quote”? How has it been relevant in your life?
My favorite quote is “people do not care how much you know until they know how much you care.” It has been attributed to many people including Teddy Roosevelt. I like it and find it inspiring because it is a simple reminder to listen more than talk, show empathy and try to look at the situation from another perspective. It’s true online and offline too. The goal is not to wear them down or impress them with your smarts. The goal is to connect, communicate clearly, solve the problem and move on.
Many influential figures in business and entertainment follow this column. Is there someone you’d love to have lunch or breakfast with? They might notice if we tag them.
I’d choose Michelle Obama I think her perspective and experience will be critical to our future success and she will be part of the solution to many of our problems now. She is smart, kind, and makes things happen. Michelle can be the catalyst that lights the spark on our new path.
How can our readers further follow your work online?
www.MavensAndMoguls.com and https://www.linkedin.com/in/paigearnoffenn
Thank you so much for your insights. This was very insightful and meaningful.
Thanks so much it’s been my pleasure! Stay well.
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
Paige Arnof-Fenn of Mavens & Moguls: 5 Things You Should Do To Become a Thought Leader In Your… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.