We recently connected with Michelle Baum and have shared our conversation below.
Alright, so we’re so thrilled to have Michelle with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?
A lot of my work ethic comes from the example my parents set. They showed me that if you want something, you have to work for it. Nothing is given, and nothing is guaranteed, and that mindset has stayed with me.
I also learned early on how important it is to find the kind of environment where you can do your best work. My first job at 14 was in a busy pizza shop, and I loved the pace and teamwork. A few years later, I worked in a much slower retail environment, and the contrast made it clear that I thrive in fast-moving, collaborative settings where people are building and solving things together. So, I’ve always pursued those types of opportunities and environments.
Over time, I’ve also realized how much I’m motivated by learning and growth. I’m most energized when I’m tackling challenges, collaborating with talented people, and helping others reach their goals. It’s reinforced for me that understanding who you are and finding work that fits your personality and strengths is incredibly important to maintaining a strong work ethic.
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?
Almost a year ago, I merged my public relations firm with a marketing communications firm based in Boston. The founder, Christine Perkett, and I actually go back a long way—we were officemates in the 1990s, and I was her first hire when she launched her first agency. After many years running our own firms, we decided to partner and launched The Nova Method, a public relations and marketing communications agency built around a simple philosophy: putting the target audience at the center of everything we do.
This is the third company I’ve founded, and Christine’s fourth, so entrepreneurship is really in our DNA. It’s been incredibly rewarding to be working together again. We have complementary skill sets, we understand how each other works, and we share deep mutual respect and a clear vision for how we can help brands better connect with the people they’re trying to reach.
One of the areas we’re especially focused on right now is the intersection of communications and artificial intelligence. We’re both deeply engaged in the space. Christine and I are members of Women Applying AI, and I serve on the AI Board at Metropolitan State University of Denver. We’ve also launched new AI visibility and optimization services to help our clients improve their “surfaceability,” essentially helping brands show up and stand out in AI-driven search and discovery environments.
We’re just getting started, and that’s part of what makes this work so compelling. The communications landscape is evolving rapidly, and we’re building a company designed to help brands navigate that change and thrive.
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?
Three qualities I’ve leaned on the most throughout my career are a strong work ethic, trusting my instincts, and empathy.
My work ethic was instilled in me early and has always been foundational. I’ve never been afraid to roll up my sleeves, do the work, and stay committed to achieving a goal. Over time, I’ve also learned that leading by example can be one of the most effective ways to inspire and motivate others.
I’ve also learned to trust my instincts. Experience sharpens that intuition, helping to read the room, make decisions, and speak up when something needs to be said. Leadership often requires making calls without perfect information, so having confidence in your judgment is incredibly important.
Empathy has also played a major role. Being able to put myself in someone else’s shoes, whether it’s a colleague, a client, or a team member, helps me connect, understand different perspectives, and support people more effectively.
My advice to people early in their careers is to be willing to step outside your comfort zone. Some of the most meaningful growth comes from taking on challenges you may not feel entirely ready for. Those experiences are often what build and reinforce the very qualities that shape you as a professional.
Who is your ideal client or what sort of characteristics would make someone an ideal client for you?
The Nova Method’s ideal clients are organizations that genuinely want to understand and connect with their audiences in a meaningful way. The companies we work best with recognize that successful communications and marketing start with listening: understanding what their customers, employees, and stakeholders care about and aligning their messaging accordingly.
We partner with B2B technology, healthcare, and financial services companies, particularly those that are growing, innovating, or navigating change. These industries tend to operate in complex, fast-moving environments where clear messaging, credibility, and strategic storytelling really matter.
Our best clients see their agency as a true partner. The most successful engagements happen when there’s openness, collaboration, and a willingness to challenge assumptions and think strategically together. Ultimately, the organizations that benefit most from The Nova Method are those that are ambitious, forward-thinking, and ready to invest in building authentic connections with the audiences that matter most to their success.
Contact Info:
- Website: https://www.thenovamethod.com
- Linkedin: https://www.linkedin.com/company/the-nova-method/
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