Life, Values & Legacy: Our Chat with Amoura Carter

We recently had the chance to connect with Amoura Carter and have shared our conversation below.

Amoura, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What do you think is misunderstood about your business? 
A frequent misunderstanding about AC Creative Collective is that we simply “do marketing” in a broad or generic way, when the focus is actually on personalized strategy, hands-on project management, and relationship-driven support that guides clients through every stage from planning to execution with tailored, measurable outcomes.
Many believe small businesses lack resources, but AC Creative Collective’s strength is in focused expertise, high-touch service, and the ability to quickly adapt strategies for each unique client. We don’t just post on social media or run generic campaigns; the work blends research, creative brand storytelling, and strategic planning which are essential yet often “invisible” to clients until they experience the process.
Another misconception is that marketing results are immediate or purely creative, rather than requiring ongoing collaboration, learning cycles, and strategic adjustments for long-term success.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Amoura Carter, CEO and co-founder of AC Creative Collective, a Charlotte-based, women-led agency that specializes in marketing and learning and development. With over ten years of experience in education and instructional design, and more than seven years in project management, I bring a unique blend of strategic vision, storytelling, and operational expertise to everything I do.
My sister, Avery, and I founded AC Creative Collective to combine our complementary talents in strategy, project management, and creative design into a family-led, high-impact agency. Our mission is to empower clients through tailored solutions and to uplift women in creative industries. Ninety percent of our team are women, and we prioritize mentorship and collaboration at the core of our business.
Drawing from my years as an educator and my hands-on approach to project management, I firmly believe that strategic planning, relationship-building, and authentic storytelling are the keys to meaningful, sustainable brand growth.
What makes AC Creative Collective unique is our commitment to bringing out each client’s distinct voice and supporting them throughout every stage from discovery call and strategy through content creation to lasting impact. We’ve been honored with leadership recognition, including being featured on podcasts and winning Ally’s Q4 Supplier Spotlight for empowering clients and driving mission-aligned solutions.
Avery and I focus on combining the best of structure and creativity to support wellness practitioners, nonprofits, and purpose-driven leaders ready to scale their impact with clarity and confidence. Currently, we’re expanding our services to help these leaders streamline marketing with the Connection Driven Funnel ™, develop engaging workshops, and bring their authentic stories to life in a crowded digital landscape.
I’m especially passionate about making strategic planning accessible and equipping brands to thrive long after our engagement ends. I firmly believe that marketing and ongoing learning are vital to building a lasting business legacy.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
My dad is the person who taught me the most about work and entrepreneurship. Watching him build multiple businesses, persist through challenges, and continually adapt has shaped how I think about creating lasting impact. From him, I learned the importance of resilience, flexibility, and always being ready to pivot when necessary. At the same time, my mom worked incredibly hard as a teacher, continually growing her skills through certifications and degrees. Her dedication showed me that learning never stops, and the commitment to constant improvement is just as important as hard work.

Growing up, I witnessed my dad’s drive to start new ventures and his willingness to work hard and reinvent himself. He modeled both a strong work ethic and creative problem-solving. Meanwhile, my mom’s passion for education and professional growth demonstrated the power of lifelong learning and dedication. Their combined examples taught me that setbacks are natural, but what truly matters is determination, continuous learning, and the courage to keep moving forward.

These lessons have been foundational in building AC Creative Collective. They push me to prioritize strategic planning, adaptability, and ongoing growth—both personally and professionally. My story is rooted in the legacy of my parents: entrepreneurial spirit from my dad and a lifelong commitment to learning from my mom. Together, they inspire how I lead and grow AC Creative Collective.

What fear has held you back the most in your life?
The fear that held me back the most was worrying that I was starting too late or missing the right moment to pursue my goals. That anxiety sometimes led me to hesitate and even not try at all. In entrepreneurship and leadership, this fear of having missed my window of opportunity was deeply rooted.
But instead of letting that fear stop me, I learned to overcome it by creating clear plans and embracing strategic risk. I realized that progress isn’t about perfect timing; it’s about building a roadmap, taking thoughtful steps, and being willing to adapt along the way.
By focusing on planning and intentional action rather than waiting for the “right” moment, I was able to turn fear into motivation. This empowered me to move forward and inspire others to do the same.
Ultimately, my journey has proven it’s never too late to start. What changes everything is deciding to take that first step, even when the timing “feels” uncertain.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. Where are smart people getting it totally wrong today?
I believe that smart people often get it wrong by focusing too much on perfect timing, flashy innovation, or surface-level activity instead of consistent, authentic strategy and building long-term relationships. Many assume that success comes from quick wins or chasing the latest trends, but lasting impact and real brand growth come from thoughtful planning, learning, and putting substance before style.
Another mistake is mistaking visibility and noise for influence. True influence is built through trust, empathy, listening, and consistent follow-through—especially important in today’s noisy digital landscape. Also, many neglect the importance of planning and preparation, choosing speed over sustainability, and losing sight of the bigger picture in the rush for quick results.
From my perspective, the smartest move is to focus on purposeful actions, create space for strategic learning, and build brands and teams that thrive from the inside out, not just what looks good in the moment.

Okay, so let’s keep going with one more question that means a lot to us: What will you regret not doing? 
One of my biggest regrets is not starting my business earlier. For a long time, I feared that I was starting too late or missing my opportunity, so I held back from taking the leap. But I realized that waiting for the “perfect” moment only delayed my growth and impact. When I finally decided to trust myself and create a plan, I embraced the idea of taking strategic risks and learning as I went.
Looking back, I wish I had started sooner, because every step has taught me something valuable about entrepreneurship and leadership. Now, I encourage others not to wait until everything seems perfect because progress happens when you take that first step, even if it feels uncertain. It’s never too late to start, and the lessons and momentum you build along the way are priceless… you never get that time back.

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