We caught up with the brilliant and insightful Carla Williams Johnson a few weeks ago and have shared our conversation below.
Hi Carla, so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?
If I am being perfectly honest, this was extremely hard to overcome. I was constantly seeking out people who not only looked like me but also sounded like me. Persons who were unafraid to let the world know they were Caribbean, but sadly there were few and far between. It also didn’t help when I noticed many of my peers changing their social media locations to somewhere in the United States of America in an attempt to be taken more seriously.
You see, where we’re from, it has been driven into our minds that ‘foreign is better’. No matter how great you are in business, if you come from the Caribbean, it cannot compare to whatever is out there.
We’ve been told that true success comes from renouncing your background, hopping on a plane, and moving far away from home. I was not about that life and I set out to carve a path that allowed people like me to be taken seriously on a global stage without giving up our heritage.
The turning point for me was when I was told by fellow Trinidadians that I was the wrong gender and color and that I lived in the wrong part of the world if I was ever going to succeed. One even said that to win, I needed someone ‘light-skinned’ to be the face of my company, otherwise, I was doomed to fail.
Well, I proved them wrong!
As scared as I was, I showed up anyway; and the most amazing thing happened; Once I remained true to myself, doors started opening. More and more people wanted to know about me, my life, and what I do. I showed up boldly and confidently because I believed in myself, my work, and what I do in the world.
The very things that were supposed to destroy me, were the things that propelled me forward and pretty soon I was being asked to share my story and clients wanted to work with me.
When I first started getting featured, I would be one of the very few persons of color, and typically, the only West Indian, but I have been able to use my gift to help other Caribbean CEOs use the power of publicity to finally get recognized for their contributions, internationally and it makes me feel proud.
I have since been featured in Forbes, Entrepreneur Magazine, and Thrive Global to name a few, as well as won a few international awards including Publicist of The Year, Media & Communications Expert of the Year, and PR Agency of the Year.
Things are definitely changing for the better and it truly makes me feel proud that I am part of that positive change.
Thanks, so before we move on maybe you can share a bit more about yourself?
I was born in the lovely twin island republic of Trinidad & Tobago and am a lover of all things carnival.
When I first started in business 20+ years ago, I always knew I had a passion and understanding of the media, and having worked with huge, international brands such as Coca-Cola and Unilever, to name a few, it helped me understand how companies use the media and infused public relations into their marketing campaigns to position themselves and attract more and more customers.
Fast forward, I am now The CEO’s Publicist and I use the strategies I’ve learned to help entrepreneurs and brand owners gain the international exposure they deserve.
Put simply, my company Carli Communications works with Caribbean CEOs helping them get seen, heard, and paid……GLOBALLY!!! Far too often Caribbean professionals have been denied greatness and held back by their mental and physical borders and my calling in life is to help them show up so they showcase their talent to the world.
Using my exclusive four-step framework, I help them unleash the power of public relations in their business, while still embracing their unique Caribbean culture to create a purpose-driven and profitable global entity.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
I found that to become successful in business, it just comes down to one thing: Observation. As a CEO to get in front of your customers and ahead of your competition, you have to do a bit of research to understand how you can stand out, not just for your products and services but for your public persona as well.
You’ve got to
#1: OBSERVE TRENDS:
It’s important to understand what’s going on and how it affects your brand, your industry, and your audience.
How can you infuse this into your brand’s image or how can you use this information to start conversations or get into certain rooms to connect with others?
Is there something that’s a hot topic right now that’s relevant to your brand and will allow you to share your opinion? Then, by all means, speak up!! Is there something in the news that violates your values or you feel compelled to talk about? Then become the voice of your people.
To be great at marketing, you have to keep your eyes open for opportunities as they arise and position yourself to suit.
#2: OBSERVE PEOPLE:
Knowing your customers, how they think, and how they act is crucial information to help you make that connection.
Understand who they are, where they are, and what activities they engage in. For example:
Do they prefer the virtual world or would they prefer some face-to-face contact? This will tell you if you need to create more high-touch elements in your offerings.
If they’re on social media, which platforms do they consume, what type of posts do they gravitate to and what type of content do they best engage with? This will tell you how best to capture their attention, what to produce more of, and what you should be talking about.
What are they doing at certain times of the year? Maybe at Christmas, they’re out and about so having ways to connect with them through sampling and demonstration may work at this time versus any other time of the year.
Understanding your audience will also allow you to use the right tone to connect with them. Do they appreciate funny or sarcastic conversations or plain, but practical advice? Knowing who they are will help you decide the best delivery so you can make those deeper connections.
#3: OBSERVE THE COMPETITION:
Your competition can be your best friend! Don’t copy what they’re doing, but make it work in your favor.
I logically observe what others do, especially the thought leaders in my industry. I study their strategies, how they interact with their customers, and their execution techniques to understand why people gravitate to them.
I ask myself:
Can I utilize what they’re doing in my business?
Are they leaving gaps in their offerings that I can capitalize on?
What are the important conversations they’re having (or not having but are necessary)?
Where are they showing up and is it working for them? (Could it also work for me)?
Maybe there could be a way for us to collaborate?
Awesome, really appreciate you opening up with us today and before we close maybe you can share a book recommendation with us. Has there been a book that’s been impactful in your growth and development?
There are quite a few books that have helped me but my #1 recommendation is Essentialism: The Disciplined Pursuit of Less by Greg McKeown
I believe every CEO and entrepreneur should read this book because it’s a lifesaver to anyone who finds that they’re just too busy.
My favorite line: What if we stopped celebrating busy as a matter of importance?
The author walks us through his four-step framework on focusing only on what’s important to achieve success. I have to say that so many of us get caught up in the trap of being busy and as business owners, we have to remember that it’s not about getting more done but getting more of the RIGHT things done (….and maybe asking for help when we need to).
Truly a great book and it has helped me become much more focused and productive.
#FunFact: The recommendation of this book was what landed my first mention in Forbes.
Contact Info:
- Website: https://www.carlimedia.com/
- Instagram: https://www.instagram.com/carlicommunications/
- Facebook: https://www.facebook.com/carlicommunications
- Linkedin: https://www.linkedin.com/in/carlicommunications/
- Youtube: https://www.youtube.com/@carlicommunications
