We were lucky to catch up with Janet Oñate recently and have shared our conversation below.
Hi Janet, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?
This past week I was searching for a quote for a business presentation that spoke to finding your purpose and more importantly holding on to it. I immediately reflected back to a book I read in high school, part of the required reading list we all had to complete. Viktor Frankl’s “Man’s Search for Meaning” was a very influential book in my life, I oftentimes go back to it and re-read it depending on what is going on in my life. When I first read the book I remember it moving me to tears and at the same time inspiring me and my story. So when asked, ‘How did I find my purpose?’ I respond with it was always there, it is why I am here and my purpose is to keep my purpose. That is my drive. I am by no means comparing my story to the millions of souls that lost their’s lives during that horrific period in our history nor do I dare compare myself to the brave men and women that survived the camps. But I do relate profoundly with the author and the psychology behind finding our search for meaning through challenging and crushing times and psychiatrist Frankl’s ideology is one that will forever inspire people such as myself . I do want to be clear on that. “Man’s Search for Meaning” by Viktor Frankl is a profound book that details his experiences as a Holocaust survivor and the development of his psychological theory, logotherapy. The book is divided into two parts: the first part is a gripping account of Frankl’s time in Nazi concentration camps, where he observed the behaviors of fellow prisoners, guards, and himself, finding that those who found meaning in their suffering were more likely to survive. The second part introduces and explains logotherapy, a form of psychotherapy that he developed, emphasizing finding purpose in life as the key to psychological health. How this relates to me is that my family immigrated from Cuba in 1980. We fled communism in hopes of finding a better life and opportunities to think freely and without fear of persecution. In the book, Frankl noticed that prisoners went through three psychological phases: shock during initial admission, apathy after becoming accustomed to camp life, and reactions of depersonalization, moral deformity, bitterness, and disillusionment if they survived and were liberated. The same occurred to my parents once Cuba became communist in the 1950s. Most Cubans fled the island, migrated to United States and other countries in the late 50’s early 60’s. Others, like my parents, stayed behind and started to deal with the “disillusionment”, others in the island actually became communists, something my parents refused to do. They played their cards, didn’t double speak, or talk back to the government, made the long lines for rationed food and, normal household items such as toilet paper became an unattainable luxury. Toothpaste was a faint memory. Eating meat was reserved for government officials. The list goes on and on. But to my parents the worst was being told what to think, the overall indoctrination that comes with communism. They knew by the time they had me in the late 70’s that it was time to flee. And flee we did during the Mariel Boatlift that was a US/Cuba treaty to “allow” Cubans pursuing political asylum to flea Cuba. And so my story began. We left Cuba on May 26, the boat arrived on the shores of Key West Florida on May 27th and I turned 5 years old over night. My life changed from that moment. My purpose became aware to me the minute the US Marine’s handed me an apple and a can of Coca Cola as they took my hand and raised me off the boat and onto US soil. My purpose became one of constant re-invention and, perseverance. As Dr. Frankl’s quote states, “when we are no longer able to change a situation, we are challenged to change ourselves.” This speaks to the idea of inner freedom and spiritual independence. Even when external circumstances are beyond our control, we still have the power to choose our attitude towards those circumstances. This meant learning a new language, adapting to a new culture, navigating the new normal which made us the “aliens”. So my purpose is deeply rooted, very strong within me, and I will constantly continue to re-define how I bring it to life.
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?
Multi-disciplinary brand steward with domestic and international integrated marketing experience. A results-driven, creative problem solver with a proven record of business-building ideas and their effective implementation on brands. I am strategic marketer and business leader with an unwavering focus on driving measurable and intelligent business impact by managing each moment from consumer engagement through the shopper’s journey/path to purchase. Served multiple Fortune 500 companies in extensive agency and brand experience. I am experienced in various business categories including QSR, FMCG, CPG, retail, automotive, healthcare, and travel services. I am an entrepreneurial change agent in communications, planning and creative relevancy across all channels and tactics with specific focus on Multicultural Markets. I started my career in Advertising – Madison Avenue in NYC & Miami Florida. Transitioned over to Brand Marketing in 2009, specializing in FMCG’s companies such as Pernod Ricard USA, Bacardi USA and I am currently employed at the Southern Glazer’s Wine & Spirits, the premier beverage distributor for wines, spirits, beer, and non-alcoholic products in the U.S. and Canada.
I’ve always had a passion for horology. While indulging in my appreciation for new and vintage timepieces, I came across, the insight that women are under served, under valued and under-estimated in the watch sector. This was a fundamental driving force for starting my business. As the founder of Onavo Collective, my passion is fueled by the desire to empower women in their quest for the perfect watch. Rooted in my profound love of vintage watches, my goal is take the “ick” out of the vintage purchasing journey. No more navigating the murky waters which can often resemble buying a used car. I founded Onavo Collective to revolutionize the standard buying process, offering a tailored, private client experience. My bespoke concierge approach is thoughtfully crafted by women, for women. I aspire to elevate your appreciation of time and ignite a passion for horology. My goal is to inspire women to take the first step towards “elevating time” – and reach out to me for a one-on-one consultation. I will meticulously source a diverse array of styles, ranging from vintage, neo-vintage to contemporary designs, all thoughtfully tailored to accommodate your style and budget. The process is time-well spent, hassle free, we will take care of the sourcing, negotiating & authenticating. My father’s passing led to my inheriting his most prized timepieces and a symbolic recognition of the meaning of time, how precious it is, how it really is our only currency.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Education, education, and education. My parents mantra was “education is the one thing that no one can ever take away from you”. I recently completed my MBA at the age of 45 and it helped my string together my 28+ year career into a succinct process map. This “map” armed me with new ways of looking at opportunities and allowed me to leverage experience as I did it. For folks early on in their journey, remember to live in the present. The simple skill of always being willing to learn, open to a new way of solving an old problem or simply reflecting on an older theory/application will allow them to re-invent and improve the process. Remember, it has all been written, context is key. Add to the theory and throw in your own POV, always with an open mind and a willingness to learn.
How can folks who want to work with you connect?
I’ll add my contact information below for any organization or company that is women/minority ownedmay and may be interested in co-sharing our target audience, influence, and reach. Lifting minority women up will raise the tide for us all.
Contact Info:
- Website: onavo.co
- Instagram: @onavo_collective
- Linkedin: www.linkedin.com/in/janet-oñate-1611505
