As the cofounder of a boutique influencer marketing agency, I have learned a lot about what it takes to start and maintain a business. From seeing the big picture to taking time for myself, I now know what works for me and keeps me successful.
My company Counter Culture Agency is based in Toronto with reach across North America. Our business is twofold: weβre a talent house (we manage a roster of creators), and we also have clients for whom we design and execute influencer programs and experiences. I also run my personal instagram account, Tara Leigh Rose, which is my version of a creative outlet.
Despite the fact that I am a woman (and a woman of colour at that)βand despite the fact that the disparity is sadly evident when it comes to the number of female CEOs versus our male counterpartsβI actually donβt think I even stopped to consider my identity before starting this company. Thatβs why my first piece of advice for anyone looking to start a business is simple:
Just do it
If you donβt ask or try, you wonβt get. Quitting my full-time job in public relations to pursue this agency was a total riskβand Iβd do it again in a heartbeat. Of course, Iβm not encouraging people to blindly or ignorantly take leaps, but sometimes you do just have to dive in.
β¦But do it intelligently
In order to prepare for a big career change, I think itβs important to look at your finances and save so that you have funds to last a couple of months. I started Counter Culture and had a clear vision of what I wanted to achieve; Iβd worked in traditional agencies and knew a) I didnβt want to treat influencers and creators like billboards and b) I wanted to have a look that set us apart from every other agency. Having savings enabled me to take on clients authentically and not just based on needing the money.
Focus on the big picture
Earlier on in my career, I felt the need to overcompensate for my womanhood. I took on a Kelly Cutrone βIf you have to cry, go outsideβ type of mentality. But the truth is, Iβve learned you can be emotionalβand you should be. It shows you care. It shows youβre human.
The thing I will say is: try to focus on the big picture. You wonβt win every client and thatβs okay. Take everything as a learning experience. Iβve learned throughout the past three years to focus on the long-term goals and not get caught up in the day-to-day drama.
Take a breather
As an entrepreneur, I often feel the pressure to work non-stop. If I donβt put in the work, who will? I used to feel guilty about taking an hour to go to the gym or even taking a moment to meditate during the day. But Iβm at the point now where itβs become a necessity.
For starters, I have a vitruvi Stone Diffuser both at home and at the office. Currently, my favourite blend in the morning is 10 drops of Eucalyptus, 7 drops of Lemongrass, and 4 drops Ylang Ylang. Itβs refreshing and calmingβjust how I like to start my day. I usually get up around 6:30 and go to the gym for a circuit training class and then head home; after I shower and eat, I usually meditate even just for a couple of minutes while the essential oil blend is being diffused. Thatβs the time when I set my intentions for the day, plan out the tasks I need to do, and just practice gratitude. Then, an hour before I go to bed, I put all screens away. Itβs so easy to be in a digital industry and be available 24 hours a dayβfor my own sanity and to ensure quality rest, I put my devices away, curl up in bed, and diffuse Dusk Essential Oil Blend.
As a consumer of social media content, Iβve realized the impact it can have on mental health. I want something different for influencer marketing; more collaborative ways of designing programs that send a positive message. I guess I want it to be seen in a positive light and show that good can come out of the platform. What can I say? Iβm an optimist at heart.
