We were lucky to catch up with Elizabeth Oke recently and have shared our conversation below.
Elizabeth, thank you so much for joining us today. Let’s jump right into something we’re really interested in hearing about from you – being the only one in the room. So many of us find ourselves as the only woman in the room, the only immigrant or the only artist in the room, etc. Can you talk to us about how you have learned to be effective and successful in situations where you are the only one in the room like you?
Over time, we’ve observed a conscious effort toward more inclusive discussions and opportunities for individuals from Black and Brown communities. Therefore, I have no hesitation in using my skin color to gain access to opportunities that are deliberately being offered to me. However, once I am in that position, my focus is on the strength of my expertise, skills, and knowledge, not just on being the only Black woman present.
My mindset is centered around the belief that regardless of where I am, whether it’s a table, chair, desk, couch, or futon, I will conduct myself in a manner that projects a powerful, purposeful Black woman who knows what she wants and approaches her goals with strategic effectiveness.
My success is not determined by my race. It is a result of my hard work, resilience, and confidence, which are qualities shared by people of all races at the same table(s).
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
In the mid-1980s, my parents relocated from Freetown, Sierra Leone, to College Park, Georgia, in search of greater opportunities, freedom, and peace for their family.
Born in 1987, I was raised around a strong entrepreneurial community that leaned on the backs of those around them to grow and thrive collectively. My father and uncles were investors in family businesses and real estate; my mom and aunts established hair braiding salons, health offices and tailoring shops – the entrepreneurial bug(s) influenced all that surrounded me.
From 1997 to 2009, my parents established three businesses: two medical scrub and equipment shops and a real estate flipping business. At fifteen, I began working and managing the businesses, honing my project management, accounting and relationship cultivation skills. By 2010, I saw all three businesses fail.
For fifteen years, the thought of becoming an entrepreneur was unspeakable, tainted by the pain I felt and witnessed seeing my parents mourn over their closed businesses – to them, their failure; to me, lesson(s) learned. I knew these valuable lessons would serve a purpose one day.
My business-owner fire was only fueled by years of battling company politics and invisible ceilings – Sometimes, life will make you shake before you soar.
While in a Program Manager role, I was diagnosed with severe preeclampsia and our youngest son was born at 2 lbs 8 oz at 28 weeks gestation. After recovery, I knew I could not return to settling for ceilings I didn’t build.
In July 2018, I became an independent Marketing and Communications Consultant, establishing PivotPath, a name that echoed my journey. Since becoming a full-service firm in 2019, we have served over 27 organizations on three continents. PivotPath would not exist without my community, my faith and the lessons learned.
PivotPath is an award-winning global brand marketing & communications agency serving municipalities, intergovernmental organizations, and community organizations across the United States and West Africa. Our mission is to provide innovative and effective marketing strategies and implement solutions that help organizations tell their stories and positively promote social unity.
With 80+ years of collective strategic communications experience, we help teams understand and embrace Mother Tongue, providing them with the ability to engage stakeholders with distinctive empathy and authenticity. Our team understands the complexities of multicultural communities. By partnering, we become our clients’ communication liaisons, creating compelling campaigns and visual imageries and overcoming communication barriers to educate, engage and empower populations.
Birthed in Gwinnett County, PivotPath has two satellite offices in Lawrenceville, Georgia and Freetown, Sierra Leone, West Africa.
Both offices provide the following services:
Strategic Communications & Implementation
Branding & Brand Positioning
Advertising, Media & Public Relations
Market Research & Community Assessments
Creative —Visual & Graphic Design
Traditional & Digital Marketing
Thought Leadership & Training
If you had to pick three qualities that are most important to develop, which three would you say matter most?
The three qualities someone should have on the journey of entrepreneurship are:
Resilience: Starting a business is a challenging journey, and resilience is a crucial quality for any entrepreneur. It’s important to be able to bounce back from setbacks, rejections, and failures and to keep pushing forward despite obstacles. To develop resilience, it can be helpful to focus on self-care, build a supportive network, and practice mindfulness and gratitude.
Business acumen: Building a successful business requires a strong understanding of business principles and practices. This includes knowledge of marketing, finance, operations, and strategy. It can be helpful to take courses or workshops on these topics, read books and articles, and seek out mentors or advisors who can provide guidance.
Networking: Building a network of supportive and like-minded individuals is critical for success in business. This includes connecting with potential customers, partners, investors, and mentors. Networking can be done both online and offline through social media, industry events, and local meetups. It’s important to be proactive, genuine, and persistent in building relationships.
My advice for those early in their entrepreneurial journey is to focus on developing these three qualities, skills, or areas of knowledge. This can be done through a combination of formal education, self-directed learning, and practical experience. It’s also important to stay curious, open-minded, and adaptable, as the business landscape is constantly evolving. Remember to stay true to your values and vision and to surround yourself with people who uplift and inspire you.
Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?
I have experienced the most growth and improvement in overcoming my imposter syndrome, which has been a significant challenge for me. In December 2022, I was awarded the Gwinnett Chamber’s Emerging Entrepreneur Award by the Atlanta Small Business Network, beating out ten other promising entrepreneurs under 35 from the Southeast region. While I am still unaware of the person who nominated me for the award, I am proud, honored and seen.
As a young professional and entrepreneur, I embody the definition of an emerging entrepreneur – I am constantly growing and evolving. PivotPath was founded with the purpose of raising consciousness, inspiring people, and connecting people with ideas and stories that enhance their quality of life through engaging, educating, and empowering communications. Through this purpose, I have created an international firm that has provided economic opportunities and positively impacted hundreds of thousands.
I have faced and overcome invisible glass ceilings, particularly in my industry of government and intergovernmental contracting, as a young black woman. I have navigated my way through the industry and created a seat at the table for myself, often as the only person who looks like me. However, I still have moments when I struggle with imposter syndrome, which causes me to downplay my accomplishments due to self-doubt.
In spite of this, I feel grateful and humbled not just for winning the Emerging Entrepreneur Award but also for persevering towards realizing my vision. It has served as a reminder of the extent of my accomplishments in a relatively short period and the potential for a promising future ahead. As a budding entrepreneur, I am coming to terms with acknowledging my achievements, abandoning my tendency towards self-effacement, and embracing my growth. I take pride in my identity, experiences, and accomplishments, and I will continue to flourish by utilizing them to build my vision.
Contact Info:
- Website: www.pivotpathdigital.com
- Instagram: instagram.com/pivotpath
- Facebook: facebook.com/pivotpath
- Linkedin: https://www.linkedin.com/in/elizabethmbaluoke/
- Youtube: https://www.youtube.com/channel/UCSw35lpqEy7aZTdjFucmsEw
