We’re excited to introduce you to the always interesting and insightful Cari Kaufman. We hope you’ll enjoy our conversation with Cari below.
Hi Cari , so happy to have you on the platform and I think our readers are in for a treat because you’ve got such an interesting story and so much insight and wisdom. So, let’s start with a topic that is relevant to everyone, regardless of industry etc. What do you do for self-care and how has it impacted you?
Self-care has become a non-negotiable part of my life, especially when it comes to maintaining my mental health. Every other Wednesday, I prioritize therapy sessions, and I schedule the entire day off work to ensure I have space to process, reflect, and engage in silent introspection. On therapy days, I also incorporate a physical element, whether it’s hiking, yoga, or even a massage. This intentional time away from work helps me recharge and reset.
On the Wednesdays when I don’t have therapy, I dedicate time to connect with friends or loved ones over lunch, read, or spend time in nature. I also make sure to weave in creative outlets, like painting or writing poetry, to keep my creative mind active in new and interesting ways.
One of the most valuable lessons I’ve learned is that self-care isn’t just about indulgence—it’s about doing the inner work and ensuring that I’m making myself a priority. Someone once told me, “You can’t set yourself on fire to keep others warm,” and that has stuck with me. Blocking off a full day for myself each week may not always be easy, but it has become crucial to my overall mental health and, ultimately, my effectiveness.
Thanks, so before we move on maybe you can share a bit more about yourself?
Throughout my 20-year career, I’ve worn many hats, but the one that fits best is “Storyteller.” Whether I’m guiding a military unit or helping a small business carve out its niche, I’ve found that success comes down to one thing—telling a coherent, engaging story. Every brand deserves a narrative that ties together its background, visuals, and messaging in a way that moves people to take action. So, I started my digital marketing agency, Storyteller Wordsmith, in 2022 to help founders and businesses find their voice and share their stories in a clear and engaging way.
I’ve always believed that marketing is about more than stats and slogans—it’s about performance. Marketing is, at its core, about knowing who you are and how you want the world to see you. I’ve traveled many roads—through the military, business operations, and marketing—and that’s given me a unique approach: one that’s equal parts creativity and strategy.
With the help of my business partner, Alex Andrews, Storyteller Wordsmith can step into the shoes of your brand and deliver a message and visual identity that feels real and compelling. With Alex’s graphic design skills and social media management, we ensure that our client’s stories stay consistent and powerful across every platform. We also help brands own the spotlight and connect with their audience in a meaningful way.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back, three key skills have shaped my journey more than anything else. The first is listening between the lines. It’s not just about hearing words but truly understanding the intent, the unspoken concerns, and the emotions behind them. This skill has been invaluable, whether I’m working with a client or leading a team. It helps me anticipate needs and craft solutions that actually resonate.
The second skill is identifying implied tasks. This has saved my neck more than once—both on the battlefield and in the boardroom. In any situation, it’s not just the obvious tasks that matter; it’s recognizing what’s needed but hasn’t been explicitly asked for. When you can see beyond the instructions in front of you, you’re not just reacting—you’re solving problems before they become problems.
The third, and perhaps most underrated, is learning to see my clients as human beings. It’s easy to get caught up in numbers, metrics, and the bottom line, but real success comes from building relationships that go beyond dollar signs. Understanding your client’s fears, hopes, and dreams is the key to delivering not just a service but an experience that leaves an impact.
For those just starting out, my advice is to focus on these skills. Learn to listen deeply, develop a sixth sense for what’s needed beyond the obvious, and above all, build real connections. Relationships and trust will carry you further than any marketing tactic ever will.
What has been your biggest area of growth or improvement in the past 12 months?
In the past 12 months, the biggest area of growth for us has been refining our niche and gaining clarity on how we approach our work. At the beginning of the year, we spent three months in an intensive coaching program to define and grow our business. It was a leap of faith because, up until then, we were confident we had already found our niche and knew how to market it.
What we didn’t realize was how much more clarity we could gain. Coming out of that coaching, we had a sharper picture of who we are as an agency and embraced an unapologetic approach to how we deliver for our clients. This has been a game-changer. We now know exactly who our ideal clients are, and we’ve made subtle but powerful shifts in our marketing to attract those clients. As a result, we’ve seen insane growth—all with clients who align perfectly with our values and vision.
Another big shift has been in how we structure our work. We moved away from the traditional retainer model and now focus on creating long-term campaigns for our clients. This allows us to work authentically and tailor our work to their needs, saving them money in the long run. Learning that it’s okay to do things your way, not the industry’s way has been incredibly freeing and has been a cornerstone of our growth this year.
Contact Info:
- Website: https://www.storytellerwordsmith.com/small-business
- Instagram: https://www.instagram.com/stwsmarketing
- Linkedin: https://www.linkedin.com/company/storytellerwordsmith
Image Credits
Lisa Haukom
so if you or someone you know deserves recognition please let us know here.
