Throughout the history, people who challenge the norm, break rules and do unconventional and risky things blaze a path for others. Nancy A Shenker, the Founder and CEO of theONswitch is one of those individuals. After a short stint in the publishing industry both a as editorial and marketing), she became a senior marketing executive at major brands. While working with marketing consultants, she realized that most of the consultants never had P&L responsibilities at brands. This led to the start of her own company, theONswitch in 2003, to help businesses of all sizes enjoy the same level of strategic marketing planning and insights that big brands enjoy. “Working with forward-thinking brands, I have learned to innovate and flex, as the world has changed,” says Nancy.
In a talk with Mirror Review Nancy shares about her proudest achievements and how she has anticipated trends and responded to them in advance of her competitors. Here are the excerpts,
Content strategy and Martech for brands
How did you expand theONswitch and its offering?
In 2005, social media became an important channel for marketers and my company was amongst the first in my area to offer those services. This led to a good start for the company and later in 2016 I started focusing on content strategy and development. In addition to this, with all the technological advancements I started to martech for brands by leveraging software and tech tools to plan, execute, and measure marketing campaigns. Now, I am very focused on the applications of AI and robotics to businesses and how they will transform all aspects of marketing.
Attracting the Best People
What were the initial hurdles in building your business and how did you overcome them?
Recruiting the best people is the biggest hurdle for all businesses, as it’s the team effort that determines the success of any company. For me, the biggest challenge has always been attracting the right talent—both in-house and support services. I have always believed that people are at the core of success. No matter the technological advancements it’s the people who drive success and technology is another helping hand.
Not just in the initial days of business, but you will still find me relentless in my quest for the right people in my business and will quickly make decisions if someone is not the right “fit” or isn’t producing ideas and results.
Experiences Preparing For Challenges
What challenges do you see ahead of yourself and is there any trick up your sleeve to overcome the same?
The challenges I see ahead are the same as everyone. The COVID-19 pandemic that is anticipated to cause a global economic slowdown. Back in 2008, the business world went through the same crisis. I was able to survive through the recession so I think that experience has better prepared me to face the COVID-19 pandemic repercussions. Yes, small business survival is very challenging in times like this but we do learn from every experience.
‘Nancyisms’ Helping In Leadership
What is your role in theONswitch? And what is your motivation mantra for the team?
As a leader, one must always be prepared for varied roles and responsibilities they can encounter at work. I am the CEO at theONswitch but my responsibilities don’t limit just to the title. I am also responsible for the business development, idea generation and growth of the company. To handle all this, I don’t have a mantra or motto per se, but I have many “Nancyisms.”
I believe that mistakes always lead to learning and that is what I use to motivate my team. It is easy to make mistakes while working up for solutions, however, the toughest part is to learn from those mistakes. I encourage my team members to take risks, think broadly and creatively, and never be afraid to challenge me.
Not One but Several Influential Factors
According to you, what is the most influential factor in your business’ success?
There is not one but many influential factors that determine the success of the company. Firstly, being creative is very important as that is what separates you from the rest and be persistent no matter the obstacles one encounters so, tenacity and creative thinking are essential. Secondly, we are passionate about our customers, thus, we try to listen and respond to all their needs at all times ensuring they are content with the services and solutions.
Finally, a long-term view of business relationships, because a successful business demands long-lasting business relationships and a good sense of humor to lighten up in times of stress. I am also age-blind so you will find cross-generational collaboration, which is very beneficial. Its enthusiasm and experience combined that has also proven a factor of success for us.
The must-have characteristics of leaders
What advice would you give to the emerging leaders?
The leaders of today must have the quality of empathy. Empathy will help to manage and collaborate with others by helping to understand the other person’s perspective. On the other hand, it is also important to be valiant enough to take calculated risks at regular interval of time. Taking risks always takes you one step ahead, you might succeed or fail but you will surely learn. Apart from empathy, and taking risks, the leader must equally focus on culture building, and respect for data.
Touring as a Musician
If you had not become a CEO, what else had you dreamt of?
Music has always been an alternative career I would have chosen. Drums always fascinated me but being born a girl that too in the 1960s I had to settle for piano lessons. But yes, if not a business professional then I would have learned the drums early in life and toured with a band.
