Andrea is someone I met over 20 years ago. Our primary connection has been professional with a crossover in recent years to a more personal friendship. While I certainly had a great deal of respect for the business Andrea built (one I utilized in my professional capacity) I came to respect and admire the person she was and the life she was creating. From her children to her work with the community to her ability to withstand a number of personal trials and tribulations, Andrea stares challenge and hardship in the face until it backs down. And she is unrelenting as she shares her “before and afters” with others so they may benefit from her experience. I hope you enjoy getting to know Andrea in this interview. She is a worthwhile human. Enjoy!

Our paths first crossed when I was employed at Microsoft and was responsible for hiring a graphic design company to assist our organization with our mid-year career delivery. I was very impressed with your skills and moxie when I interviewed you. (I subsequently hired your company.) How did you consciously differentiate yourself at that time? Has your engagement model changed since then? What sets you apart from other graphic design companies?

I love the word moxie! I’ve used it to describe myself for years. When I met you, I had just incorporated my company, Artitudes Design, and was fairly new at being a leader. The one thing I did back then and still do, when presenting ourselves to clients, was to fully believe that we belong at the table – that I belong at the table. Even when I sat with Bill Gates to work on his slides, while I was deferent and respectful, I knew that I was there because I had a skillset that he needed and I was worthy of being at the table. Our engagement model has changed over the years, based on new communications technologies, but we still belong at the table. I learned early on that having confidence in our abilities and service offerings was the key to selling them. We are not a normal Graphic Design firm. We have worked hard to create a niche business that inspires audiences. We focus our designs on anything on a screen behind a speaker – be it one-on-one or one-on-50,000. We have a proven process that creates energy and engagement for audiences, making speakers and information the star of the show. Virtual events are vitally important for connecting now. And a small screen needs different visuals. We are fluent in design for speakers, be it on a multi-story screen, or a mobile device.

You have been in graphic design since 1988. With so many changes to corporate requests for graphic assistance, what do you feel are the top three changes in corporate needs? How have these impacted companies like yours?

The first one is definitely technology! I remember getting that first computer on my desk, six months after I started my internship as a technical illustrator for a local engineering firm. With the advent of design software, everyone thought they were a designer. My job has always been to show that while everyone may be able to handle the software, not everyone understands how to make information digestible and impactful. That’s where we come in.

Next, I would say that design has become faster. Clients expect faster responses due to the leaps forward in technology. Rather than the understanding that good design takes time, many of our clients would rather pay for speed. That’s why we say: Cheap, Fast, or Good. You can only choose two.

Finally, we used to do a lot of presentation design. And while we still do, we’ve added services that help us stand out in the virtual and live event world. These include speaker coaching, consulting on messaging, script writing, and motion graphics. Motion is important as it adds impact to content. But to do it right, you need to ensure that it enhances the message rather than distracts from it.

You are not only the CEO of Artitudes Design Inc., but also a successful keynote speaker and author. When did you opt to spread your wings into public speaking and authoring? What has been the most surprising positive of these activities? What has been the biggest learning opportunity of these activities?

It’s been an interesting journey for me. For years I didn’t have the confidence to put my voice out there. But I’ve had so many lessons in my life that have helped me realize that what I have to say and teach is important to others. Years of infertility treatments which led to the adoption on my two boys, being so ill that I was in a coma for 19 days, my house burning down and having to escape with my two young boys who were in bed at the time, losing a life-long friend, having a dear friend and employee die of cancer quite suddenly. All these experiences have made me realize that it’s not about me, rather it’s about what I give back.

The most positive outcome has been the realization that I have something to share and it’s relevant and important. And I’m a work in progress, so I’m constantly learning. I failed at a presentation last December. I got to the venue early and they didn’t have a way to connect my computer – their technology was old. I ended up using an attendee’s machine. Once I started, the audio went out, even though we had tested it before the event began. My clicker wouldn’t work with the new machine, so I used one from the venue. It was super touchy, and my slides kept scrolling forward. And I lost my place. I fumbled. It was disastrous. When I finished I decided that speaking wasn’t for me. I was done. But, after some time, and some perspective, I’m back at it. I’m my own worst critic. I tell others to be gracious with themselves, and I clearly need to listen to my own words.

The podcast series you have started “Lead Like a Woman” is awesome! Your ability to interview top women leaders as they share their stories on life and leadership is compelling and extremely timely. One of your episodes features Dr. Jeremy Weisz interviewing you about the life-altering event of your beach house burning down. It took a year for the rebuild of your “happy place”. What lessons did you learn during this time? How do you ensure you continually apply these lessons in your life?

Thank you! I am having so much fun interviewing amazing female leaders. I learn something during every conversation, and I hope my listeners do as well.

Having my house burn down was awful. The boys were up in their beds and I had to get them out. I recall feeling powerless as we watched the house burn. I couldn’t get to my car, I didn’t have my purse. We stood in the neighbor’s driveway for almost two hours before a policeman came by and asked if we were the owners. Apparently, they thought we were out of town, even though I called it in myself. It was such a helpless feeling, not knowing what to do and being utterly bereft as we watched the house burn.

All of my trials and tribulations – I call them my “before & afters” – have been laced with lessons. Many of the lessons are about control; I can’t control everything, I only have so much control over my life, but I can control my reactions. It took a long time to rebuild the house that means so much to me – and to my peace of mind. In that time, I had to be patient, which is not my strongest characteristic. I also had to fight to remain positive. It was a reminder to me that I choose my attitude and my happiness every day. I must admit that I was overjoyed when it was rebuilt and it’s now better than it was before. It’s no longer a beach cabin, but a house with amenities that can be occupied year-round. We’ve been here for almost 12 weeks now, due to COVID-19, and I could honestly live here forever, as long as I could go back to the city periodically to get my culture-fix.

As a fellow type “A” control freak, you were forced to give up the ability to control things as a byproduct of the fire. What recommendations and encouragement do you have for others on giving up control?

Oh, Yvonne, I’ve had to give up control so many times in my life. It’s a lesson I keep having to relearn. I wake up everyday and have a gratitude practice. I identify three things, and often more, that I am grateful for. They can be anything from the air that fills my lungs to the sound of a bird outside my window to the delicious piece of cheese I’m eating. It centers me and creates a positive start to my day. I am only in control of my actions and reactions, so I strive, daily, to focus on gratitude. It changes my perspective to one that is positive and it makes all the difference in the world. I believe that not all storms come to disrupt my life. Some come to clear my path.

Empowering women is important today more than ever. Support for female success in the workplace is still lacking. How can both genders work to ensure females have a place “at the table”? What would success look like?

Ensuring that females have a place in all levels of business is essential. Companies that have women on their boards make more money than those with only men (https://www.forbes.com/sites/insights-kpmg/2019/12/10/momentum-builds-for-more-women-on-boards/#61a86f4315b0). Not only that, women have been proven to be more inclusive and nurturing than male leaders. This translates to happier employees which turns into better customer service and higher profits. Women, though, are the key to their own success. We only get what we ask for and we only ask for what we know. Our own beliefs limit our momentum. I believe success is when women speak up for themselves, believe in themselves and own their own power. We cannot be men, nor should we want to be. Rather, women must be outspoken and not worry about being looked at in a negative light. The way forward is the way through.

Men are key contributors as well. My greatest support comes from the males in my life – my husband and my sons. I believe that all boats rise with the tide. The more women are looked at and believed to be equals, the better off all of society will be.

As a prior Microsoft employee, one element of our corporate DNA was community giving. I know you are not only a strong advocate for this but a true enabler for community outreach and give back. What is your favorite moment giving back? Why do you feel community involvement and giving back is so important to our communities? (Especially today as we work through the recovery efforts of Covid-19.)

Giving back is one of my personal core values. To that end, one of Artitudes Designs’ core values is, “Serve Our World.” I believe that everyone can give back in some way. I choose to do so through service. Nearly everyone, at some point, needs a hand up. If I have the resources and ability to help, I am joyfully obligated to do so.

I have so many favorite moments giving back. I, personally, spend my time giving back to organizations that help children in need. My beautiful boys came to me through adoption, with a substance-addicted birth mother. I feel compelled to help other children that need something more to get started in life.

But some of the best moments I’ve experience have been when Artitudes serves lunch for the Matt Talbott Hope and Recovery Center in Belltown. We plan, buy, cook, serve, and then eat with the members of the center. These are all individuals who have struggled with homelessness and addiction and are working to regain their lives. After cooking and serving lunch, we always sit down with the members while they eat. The conversations are amazing. These men and women are so grateful for our service and the community we bring. Sitting and conversing with these people, who are lovely, kind, intelligent and hard-working reminds me to never judge an individual for their past but to help them work towards their futures.

You are the mom of two wonderful boys. As the mom of three wonderful boys (now adults), I realize I’ve learned as much from my children, if not more, as I have taught them. What are the best lessons your sons have taught you? What are the best lessons you have taught them?

What have they taught me? Patience. Boat loads of patience. And, really, to lose my preconceived notions. My boys are amazing, intelligent, witty, and beautiful souls. We adopted them each at birth which means they came to us, but not through us. For me, I had to realize that these boys were their own people with their own ideas and needs. My job has been to be an observer and a loving caretaker. I learned early on that they had much to teach me when it comes to being human and loving to a depth I didn’t know existed. As for the lessons I’ve taught them, they would likely say perseverance and resilience. And manners.

Pick your best moment in the last ten years. Tell us about it, please. What was it and why is it emblematic?

I have so many amazing moments that I’ve been blessed to experience. I don’t have just one best moment. However, a moment that stands out to me was a few years ago when I was asked to give a speech at a recognition event for Evergreen Hospital. I was the patient success story for that event. I gave a speech for around 500 nurses, doctors, hospital staff and partners about what I went through in 2008 and how they saved my life during my illness and coma. It was my opportunity to say thank you and I cried tears of gratitude on stage. It was just so big. Emotionally and mentally I had needed to express myself to these people who kept me alive so that I had another chance – for my children, my family, myself.

Who is the most inspirational person (not famous) you have met in your career?  How do or did they inspire you?

Chanda Crutcher. I met Chanda this past March at Babson College in Boston. We were both students in the Goldman Sachs 10,000 Small Businesses program this year. Chanda is one of those people that exudes love. She is accepting, genuine, and has a beautiful soul. She owns two companies in Alabama, The Legacy Center which helps aging adults continue to live life with independent purpose and provides comprehensive support for caregivers. She’s also the Founder and CEO of American Senior Assistance Programs. A.S.A.P.’s primary focus is to provide services to the aging, disabled adults and children in regards to transitioning and finishing well. And on top of that she’s an ordained minister and has 7 children and 3 grandchildren. Chanda is a shining light and an inspiration to me. She’s shown me how to embrace whatever happens with a positive and hopeful attitude.

Knowing what you do today, what advice would you give your 20-year-old self?

Spine straight and tits up. Seriously. I love the Dr. Seuss quote, “Be who you are and say what you feel because those who mind don’t matter and those who matter don’t mind.” Back then I worried far too much about what other people thought of me and didn’t pay enough attention to my inner voice.

If you were a superhero what would your superpower be and would you wear a cape?

My superpower is optimism. I can always find the silver lining in any situation.And I don’t need a cape to be a superhero. I put on my superhero persona every day in the form of a smile, active listening, and positive words.

What are the top 1-5 things that you are looking forward to in 2020?

This an interesting question, given the times that we are living in. In 2020 I look forward to the absence of normal. With all that is happening in the world we have a chance to rewrite what is to come in a positive way – race, politics, a chance to have less consumerism. Perhaps this is our time to joyously embrace our lives and learn from each other. I’m encouraged that we are opening racial dialogue. The only way to change is to listen and learn.

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