Paige Arnof-Fenn Of Mavens & Moguls: Here Are The Things That Happened in My Childhood That Impact How I Lead Today
An Interview With Cynthia Corsetti
High integrity, as we move to a more remote/hybrid world trust becomes an even more important currency to getting things done. Building trust will determine your success so lack of trust will be a huge obstacle I think in the new normal. I predict the most trusted leaders will have a big competitive advantage that evolves in a post-Corona world. Employees, customers and clients will remember who treated them well during the crisis and they will be rewarded with loyalty from earning that trust during the bad times. Leaders cannot compromise on values, they require a strong moral compass.
For this interview series, we are talking to seasoned leaders across various industries who share personal anecdotes and lessons from their childhood that have sculpted their leadership philosophies today. As part of this series, we 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. Previously she was Asst. CMO at Coke and CMO at 3 successful startups that all had positive exits. As a consultant now her clients include Microsoft, Virgin, venture-backed startups as well as nonprofit 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 so much for joining us in this interview series. Before we dive into our discussion about leadership, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
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 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 do you think makes your company stand out? Can you share a story?
Our name really sets us apart I think. For my company when I started the firm I jokingly referred to the women as the Marketing Mavens & the guys as the Marketing Moguls & for short I called them Mavens & Moguls as a working name but never expected it would stick. I did research over e-mail with prospective clients, referrers, media, etc & tested ~100 names. Mavens & Moguls was one choice on the list & to my great delight & surprise it came out as a clear winner. It has helped us be memorable and stand out from the pack. Because I have a hyphenated last name half the battle is for clients to be able to find you when they need your help. I have had clients tell me they could not remember anything other than my first name & one word of my company so they googled Paige & Mavens and we popped right up. SEO works! I was at an event one day and a venture capitalist started waving in my direction and shouted “hi Maven!” across the crowd, everyone looked my way and we ended up getting introduced to a portfolio company that hired us! Names contribute to your brand and in our case I think it has been a major plus. Maven is Yiddish for expert and a Mogul is someone of rank, power or distinction in a specified area. I like the alliteration and I think it sets us apart from other consulting firms. It shows a little personality & attitude and implies we do not take ourselves too seriously. Would you rather hire “Strategic Marketing Solutions” or Mavens & Moguls? We are the “not your father’s Oldsmobile” of marketing firms. If nothing else our name is a great conversation starter and getting into a conversation is all it takes to open a door.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Resilience is so important, having the mental toughness and the ability to bounce back from adversity or the inevitable setbacks. Covid has definitely made me/my business more resilient. There have been so many times in my career where things did not go as I had hoped/planned but with each setback, I learned important lessons which made me more resilient and able to bounce back stronger/mentally tougher/try again. Getting a bad grade on a quiz as a student made me work harder for the midterm and final so I could end the term strong, not getting into the Ivy League college in the early round lead me to a place that was a perfect fit for me academically where I met lifelong friends including my husband. When doors shut find the open ones to see where they lead.
Other traits I rely on are persistence, determination, and the ability to focus, which are all really important for an entrepreneur to succeed. I also recommend having a strong moral compass — you cannot compromise on ethics and values, being smart/technically competent and working hard to earn the respect of the team. It’s a bonus to have a great sense humor and be fun to work with!
Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader? I’m curious to understand how these challenges have shaped your leadership.
I had to fire a client in my first year of business. It was absolutely the right decision but a tough one to make! On a personal level the guy was a jerk who never paid on time and was rude to my team who was doing great work for him. He was mean, unappreciative and had terrible manners. I am from the South and expect people to behave with common decency. He hired us to do PR for his firm and I realized if we could get great press for a guy like him then people who knew him & knew how difficult he was might want to hire us too to help them thinking “hey these PR people must be really good and I’m not as nasty as this guy so imagine what they could do for me!” I did not want to attract other bad clients so even though he signed a 1 year contract I ended it after 3 months. It sent a signal to my team that the money was not worth an unappreciative client who was a jerk and treated us poorly. We replaced the income and more within a month with a much better client. I have never looked back.
Optics matter and culture counts, as the leader you have to set the tone for your group, you better walk the talk because all eyes are on you so your team is not just listening to what you say but also watching what you do and how you respond/react. When we say we have a no jerks policy we really mean it. Life is too short to work with or for jerks. When it is your business it is up to you. It attracts the right people as clients and colleagues for the ecosystem I am trying to build. When killing tough clients with kindness does not work you just have to shake hands and part ways sometimes. It is so important to attract the right people as clients and colleagues for the ecosystem I am trying to build. As a leader getting the right people around you is key to being successful
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Let’s start with a simple definition. How do you personally define “leadership?”
Leaders inspire and motivate their teams by communicating a vision that is bigger than anyone could accomplish alone. Middle management focuses on tactics and milestones along the way but the overall leader insures the roads converge at the desired destination. Great leaders are confident and humble enough to bring onboard people who are smarter, more experienced, and capable of executing the vision. Empower people to take more initiative and they overwhelmingly rise to the occasion.
Can you recall an experience from your childhood where you felt truly empowered? How does that moment inform your leadership style today?
During the oil crisis in the 70s when I was in grade school they only let either odd or even license plates at gas stations fill up on alternate days my parents were concerned about our summer vacation given the restrictions. While they were fighting about cancelling the trip I went to our carport and saw we had one odd and one even plate so I told them I had salvaged the trip by bringing both plates with us on the road. They were very proud and told everyone how smart I was which made me feel great.
Were there any role models in your early years who left a lasting impression on you? How has their influence manifested in your approach to leadership?
My dad and both grandfathers were business leaders so I think even as a young girl I knew I wanted to be a leader too. I saw how respected they were at work and in the community. They all were very active with local nonprofits too using their positions to help others. My parents always encouraged me and said I could do anything I worked hard at even if their friends or other adults did not take my ambitions seriously.
Many of us had a favorite book or story as a child. Is there a narrative that you were drawn to, and do you see its themes reflecting in your leadership journey?
My favorite children’s story was “The Little Engine That Could.” The train kept repeating “I think I can, I think I can…” and sure enough, it climbed every hill! I have remembered that engine when I ran track in high school, as I was pitching a new piece of business, whenever I feel overwhelmed with work and it always helps me get into the right frame of mind to prepare. All it takes is some preparation and a bit of perspiration and you can be ready for anything.
Many leaders find that their greatest strengths arise from overcoming adversity. Can you share an experience from your early life that was difficult at the time, but you find still lingers in your thoughts and informs your actions today?
My parents taught me early on to not stop just because someone says no. That is such an important part of being an entrepreneur and has benefitted me and my business very well. Be grateful for the people and obstacles that make your skin thicker and teach you not to give up on your dreams. They are precursors of many bosses and tough people you will have to deal with in your career and they teach you the importance of persistence and determination. It is a good lesson for a young person to learn! I am now in my 50s and have never forgotten it.
My senior year in high school I met with the Guidance Counselor to discuss where I wanted to apply to college and he told me I was shooting too high and needed more backup schools. He was very discouraging and as I returned to class after our meeting I was very sad. My AP math teacher asked me after the class what was going on and I told her. She said I was a great student and not to worry she was writing my recommendation letters and I would get into a top school. I told my mother that night and she agreed that I should apply to the schools I wanted and not to listen to him. I decided right then I would not let anyone even a person with credentials define my potential in life.
Well my mom and math teacher were right, it was not up to him. I went to Stanford for college and Harvard Business School and every time my mother ran into that man until she died she would make sure to remind him who she was (“so nice to see you, I’m Paige’s mom remember her she went to Stanford & Harvard and she loved them did great and even joined the boards of both schools”). I grew up in the Deep South and my teacher and mother both taught me to think big and follow my dreams and just kill people like that with kindness and not let them get me down. My math teacher warned me too that there will be people in my path in school or jobs trying to distract or discourage me but I should just ignore them (she was the only woman in her PhD program so she knew all about that) and both of them told me I could do anything I wanted to in life if I put my mind to it and worked hard. They were right and I still remind myself of this all the time. I just told a high school senior the same advice recently in fact. It has served me well ever since!
Looking back at your childhood, are there particular ‘first-time’ experiences — like your first triumph, your initial setback, or your inaugural leadership responsibility — that you believe were pivotal in molding your leadership ethos?”
I’m the oldest child in my family and first grandchild on both sides so have always loved attention starting as a bossy albeit responsible big sister. At age 9 I went to sleepaway camp and became manager of my team the first summer and team captain the second summer, the highest positions possible. In elementary school I was class president and elected class secretary my first year at middle school after we moved to a new city. I realized early on I liked to make things happen and was comfortable making decisions. Being extroverted, decisive, high energy and articulate made me a natural choice as a leader from a young age.
From your personal experiences and reflections, what are the ‘5 Pillars of Effective Leadership’ you believe in?
1 . Strong communicator, communication is key to all of our community and customer/client engagement. Leadership thrives with clear communication and there has never been a more important time to provide accurate, empathetic communication with transparency, truthfulness and timeliness. It is inappropriate now to appear tone deaf in any way to this pandemic. We have learned to acknowledge that now things are different so we need to communicate in a way that will give our audiences better focus, helping them to create a bridge from today to the future combining information and need, synthesizing feeling and facts. I feel as leaders we have a tremendous responsibility because never before has communications had the power to help society in the way that it does right now. Words are part of the healing process and we can see which leaders and brands are doing the best job every day with messages that touch not only the mind, but also the heart and soul. Whether you are focusing on fundraising, hiring, promoting or scaling, you need to be able to communicate effectively with investors, employees, the media, and partners or the idea will die in your head. Being able to share your story is critical to spreading the word and turning your dream and vision into reality. Communication goes both ways so learn to talk and listen for best results. If the lines of communication are open and everyone makes an effort to listen and be heard then collaboration will happen naturally and the information will flow. Set team goals to keep everyone aligned so that they work collaboratively instead of competitively.
2 . High integrity, as we move to a more remote/hybrid world trust becomes an even more important currency to getting things done. Building trust will determine your success so lack of trust will be a huge obstacle I think in the new normal. I predict the most trusted leaders will have a big competitive advantage that evolves in a post-Corona world. Employees, customers and clients will remember who treated them well during the crisis and they will be rewarded with loyalty from earning that trust during the bad times. Leaders cannot compromise on values, they require a strong moral compass.
3 . Growth mindset, the best leaders never stop learning/experimenting, are focused on the future and see opportunities ahead by embracing a culture of learning/growth. It takes effort and a commitment to excellence for people to continually learn/grow especially now in a hybrid/remote environment. I do not think there is one trait to stay sharp/fresh, I recommend using a combination of reading/learning online and off/attending conferences/talks, networking/newsletters from influencers/TED talks/podcasts/ finding mentors/listening to all feedback good and bad. To stay relevant/keep growing I also try to prioritize professional development to keep skills fresh and stay on top of new trends/technologies. 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. The key is to make the know it alls see the power in becoming learn it alls. Being proactive helps leaders stay current as the world moves at Internet speed.
4 . Relationship builder, whether you are B2B or B2C every business is P2P and connecting on a personal level is what matters most. Successful business leaders understand their product or service is about more than the transaction, they are in the relationship business. In my experience people like to buy from and join organizations they know, like and trust. Companies should focus their retention efforts on the customer experience not on the price. The goal is to build long-lasting relationships with the right customers who will provide the greatest returns, versus those with a high cost to serve who leave for a better deal/lower price. Leaders need to be on LinkedIn so that they can be found easily. 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.
5 . Emotional intelligence, compassion and empathy, maybe the silver lining is that the pandemic reminds us that we have always needed each other and we have learned that everyone is struggling right now to find a new normal so the key is to show our humanity and compassion while we look out for one another. With Zoom/social media/cell phones the best leaders understand that technology does not have to be isolating it can be used to build our real world communities and relationships too!
In your role as a leader, what thoughts or concerns keep you awake at night? How do these reflections guide your decisions and leadership?
I actually sleep well but I do think about how AI will impact my business, the team and the speed/pace of our work. We need to keep up with new technology and trends without getting overwhelmed or burned out. I want to continue to attract the best talent and build on our great culture which in turn brings ideal clients along too.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I would love to inspire a movement of kindness/generosity and find ways to incorporate the lessons of gratitude, simplicity, friendship and love into the new normal so we do not forget what we learned in the pandemic over past few years.
How can our readers further follow your work online?
www.MavensAndMoguls.com and https://www.linkedin.com/in/paigearnoffenn
Thank you for the time you spent sharing these fantastic insights. It’s been an honor to delve into the roots of your leadership journey, and we are grateful for the wisdom you’ve shared.
Thanks so much it’s been my pleasure! Stay well.
About the Interviewer: Cynthia Corsetti is an esteemed executive coach with over two decades in corporate leadership and 11 years in executive coaching. Author of the upcoming book, “Dark Drivers,” she guides high-performing professionals and Fortune 500 firms to recognize and manage underlying influences affecting their leadership. Beyond individual coaching, Cynthia offers a 6-month executive transition program and partners with organizations to nurture the next wave of leadership excellence.
Paige Arnof-Fenn Of Mavens & Moguls: Here Are The Things That Happened in My Childhood That Impact… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.