Alright – so today we’ve got the honor of introducing you to Kaitlyn Study. We think you’ll enjoy our conversation, we’ve shared it below.
Kaitlyn, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
My work ethic came from my parents and my grandparents on my mom’s side. My grandparents owned a business in Bradenton for 50 years. They started it while my grandpa worked 2 other jobs; he was a restaurant manager and delivered milk to houses early in the morning. They decided to purchase a kerosene business from someone locally and provided home deliveries. In the beginning, they started by only delivering one product, kerosene, during wintertime with one truck. Over the 50 years, it grew to multiple trucks, employees, and a successful sale in 2021.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
Yes! I am the Owner and Creative Director of South Street & Co. I started the company in 2015 while working at a full-time job as the Director of Marketing for a local dermatology group. Over the two and a half years I was there, I helped them double in size. They started with 10 offices in Central Florida, and when I left, they had 20 total; 17 in Central Florida and three out of state. I felt like I hit a plateau and wasn’t sure how much more I could help them grow. My parents had always been advocates for being an entrepreneur and pushed me to consider that. When nothing else worked out, I landed my first client, who was a family friend. She mentioned that she needed some help and didn’t know what the current marketing company that she hired was doing for her. My mom passed my info to her, we spoke, I put together a plan, and that was my first client! She then referred me to other people, and it took me a little over a year to leave my full-time job.
Once I left, I hit the ground running. I had clients I now had more time to work with, and I joined networking meetings to help me build a clientele.
In the beginning, it was just me, and I was fortunate to grow pretty consistently. I found an office in Thornton Park, outside of Downtown Orlando, and began to hire my first team member.
Fast forward to now, over eight years later, we have a team of eight and are focused on helping service-based businesses grow strategically through digital marketing.
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?
Find a mentor: This is a HUGE point for me because mentors and coaches have helped me so much. Here’s my tip on finding one. First, write down exactly what you’re looking for, from their experience to who they’ve worked with and their years in business. Second, start reaching out to your network or find an SBDC (Small Business Development Council) near you. They have coaches that will help you for free, and it’s paid for through your state. Third, meet with them and talk about your needs. See if you like them and if they understand what you’re looking for. If it doesn’t work out, it’s okay; move on to the next person.
Trust your gut: So many times when I knew something felt ‘off’ or didn’t feel 100% right, I made an excuse and told myself, “I’m just overreacting.” Nope, my gut was always right. It’s normally the toughest thing to do, but it’s going to help you in the long run. Do the thing. Fire the person. Send the email. Whatever it is, do it, and don’t wait.
Never stop learning: I give bonuses to team members who complete courses and do continuing education. In marketing, so many things change – sometimes on a daily basis! It’s essential for us to continue learning through podcasts (I listen to ~3 shows per week), books (Audible is my go-to), and newsletters. There are also so many free learning opportunities on YouTube as well.
Thanks so much for sharing all these insights with us today. Before we go, is there a book that’s played in important role in your development?
I don’t think I can choose one book, but here is a list of my favorites and why: Never Split the Difference by Chris Voss: This is an amazing book about the power of negotiation. He is a former FBI hostage negotiator and shares his business world tactics. My entire family also read this book and loved it.
Authentic by Paul Van Doren: This book is about the start of Vans, the shoe brand. The story is extremely motivating to see what he overcame to build the brand. I also love these types of books because they motivate me!
Entreleadership by Dave Ramsey: This is one of the podcasts I listen to each week, and his book is FULL of advice and lessons on how to grow and better your business.
Clockwork by Mike Michalowics: This book is about how to get out of the day-to-day and focus on what really matters. It was impactful as an owner to read it because sometimes I do get into the day-to-day, but I need to remember it’s my job to look at the entire picture.
What I’m currently reading:
10x is Easier than 2x by Dan Sullivan and Dr. Benjamin Hardy: This book was recommended to me by my business coach, and it shares how making small changes is harder to do over time than reframing your mind and making BIG changes, 10x changes. I’m about halfway through it, and the examples they provide put into perspective that if they did it (in the book), you can too. It challenges you to think differently and to push yourself out of your comfort zone.
Contact Info:
- Website: SouthStreetMarketing.com
- Instagram: instagram.com/southstreet_co
- Facebook: facebook.com/southstreetco
- Linkedin: https://www.linkedin.com/in/kaitlyn-m-cook/
