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Bonnie Crater Quotes

Bonnie Crater

Bonnie Crater quotes: thoughts from the President and CEO of Full Circle Insights.

“Figure out what your values are and stick with them.”

“In Batman Begins, Alfred says to Bruce Wayne, ‘Why do we fall, sir? So we can learn to pick ourselves up.’ It’s okay to make mistakes. Just don’t make the same mistake twice. It’s exciting to try new things—lots of new projects. Sometimes the ideas don’t work, but change direction very quickly so the error wouldn’t have a lasting impact on the business.”

Ellen DeGeneres once said, ‘It’s failure that gives you the proper perspective on success.’ I agree. It’s no fun to pour your heart and soul into an endeavor only to see it fail, but the lessons you take away from the experience can make future success possible.”

“When asked about the multiple failed experiments he’d conducted before he found the right formula for a commercially viable incandescent light bulb, Thomas Edison said, ‘I have not failed. I’ve just found 10,000 ways that won’t work.’ Every failure has something to teach us. The ultimate failure comes if we make the same mistake more than once.”

“At the end of the day, when you leave the office, be sure you’ve done the most important things that day.”

“Don’t run out of money. This sounds like common sense—and it is. But in an environment like the dot-com bubble, it’s easy to forget the basics. Really understand the numbers and do not run out of money.”

“Have a way to attain your goals. Alignment is incredibly important for a growing company. Companies that intentionally create a set of goals and strive toward them get more done.”

“Hire the VP of sales at the right time. It may seem counterintuitive, but hiring a VP of sales before thoroughly validating the product-market fit can actually slow things down for a new company. The best strategy is to hire a team of hungry sales reps to drive new business, adjust your product-market approach based on real-world experience, and then hire a sales executive to organize everything once you have a clear sense of your objectives.”

“Make sure you have an annual plan that everyone understands. Everyone should understand what your values are and what you stand for as a group. Everybody should be working on the same page.”

“Build a five-year plan. It’s true that evolving circumstances will inevitably require a shift in strategy, but creating a five-year plan is still an amazingly valuable exercise. It clarifies your thinking by compelling you to consider factors you may have otherwise overlooked. It helps you to see business dynamics plainly so that you’ll be better informed about financing priorities.”

“Be intentional about creating your company culture. Whether you deliberately create one or not, your company will develop a culture, so make sure it reflects your values and supports your objectives.”

“Company culture is incredibly important, but I don’t think that expensive perks are necessary. Perks are nice, but most people just want to work somewhere where they feel like their contribution is valued. We want people passionate about helping marketers get better at their craft.”

“In the beginning there was Mad Men. Marketing was all about the next great advertisement, the pitch or the jingle that was so clever that most people could quote the slogan and sing the tune. But with the invention of the internet and all the new cloud applications, while we still need Mad Men advertisers and their creative teams, we can now measure marketing effectiveness. The internet did really change everything, especially for marketing.”

“It’s very important to focus on acquiring the most complete and accurate marketing data you can. If the data is incomplete or inaccurate, neither the human nor the machine will draw the correct conclusion.”

“Perhaps some people have a goal of being a CEO someday. I never saw myself in the role until several recruiters asked me if I would be interested to become CEO. Honestly, I thought they were nuts, but as I was interviewing with some CEOs for VP of marketing jobs, I gained confidence. ‘I could do a better job than that guy,’ I thought, so I went for it.”

“A lot of people think that CEOs wield a lot of power, but I suppose in a command and control environment, the leaders do. In our Silicon Valley work world however, the CEO job is mostly about inspiring the right people to work for you and then encouraging these amazing people to do great things in service to the organization.”

“As I said, I think there are a lot of people who believe that a CEO wields a lot of power, when that is not really the case. Nowhere is this better evidenced than in Silicon Valley where hiring the right people and fostering the right work environment that inspires people to do their best is the primary role of a CEO.”

“You know, lots of different types of personalities can be successful executives. But I think the best leaders have high emotional IQs and inspire their people to do their best work.”

“Being CEO of a startup company is a journey. Every day is different. I’ve had my current CEO position longer than any other position I’ve ever held and that’s because of the very high variation of the work every single day. It’s really hard to get bored with this job.”

“Your cofounders matter and matter a lot. I have observed that companies where the cofounders share the same vision and values have a lot less drama than companies whose cofounders are unaligned.”

“Set the company culture right from the beginning. Culture is created by the people and can shift over time, so it’s important to work hard to continue to have the culture you want.”

“Make diversity a key part of your company culture. Companies that try to add diversity after the company has been more fully formed often find it very difficult. It’s easier to start at the beginning and make a diverse company from the start.”

“Write down your company plan in an easy-to-digest format. A short document that summarizes the annual plan: the vision, values, methods, obstacles and measurements. Review often.”

“A lot of who we are starts at a young age. My high school science teacher shared an enthusiasm with nature and taught me how to really learn a subject matter deeply on my own. Her zest for science was infectious and I am grateful for her help in getting me started as a life-long learner.”

“I became frustrated with the available MarTech tools to measure marketing. That’s what led my three other founders and I to start Full Circle Insights in 2010 when we discovered a technical solution to building funnel metrics and attribution solutions for Salesforce customers. I was very excited to bring this solution to other marketers so we could all do a better job at optimizing the marketing spend and grow our businesses faster.”

“Our goal from the beginning has been to build an amazing product that helps our customers become wildly successful.”

“How can we make our customers happy without first providing them with a valuable product? I would have to go with customer satisfaction as most important. We would have no company without happy, satisfied customers who use our product to further their careers and demonstrate the value of their work. But then again, there would be no happy customers if we did not focus on creating the best product possible.”

“Make your first customers successful ambassadors of your offering. This only makes sense. If your first customers are delighted with your offerings, it makes the next customers much easier to acquire.”

“At my high school, we were all taught that we should give back. In freshman history class we learned about ‘Noblesse oblige’ roughly translated to ‘the nobles are obligated to give back to society.’ In other words, if you do well, you must give back as part of your social responsibility.”

“In our society today, women are still expected to run the household. Running the household and working can be challenging for many women, so having a partner who really wants to share 50% of the responsibility makes it a whole lot easier. I am very fortunate to have a husband who is attentive to our kids, family life and shares 50% of the work.”

“Get exercise. Exercise has been proven to make the brain work better.”

“I think the most challenging piece of the role is to find a good balance in your life. Balance is something that one never masters and is always a work-in-progress, but I like to think I have relatively good balance between my family, my work and my hobby.”

Cory Johnson: likes bumping #OnRepeat through the Bang & Olufsen sound system in his naturally aspirated V10; post-workout pumps; curvy women; Will Ferrell; Dave Chappelle; and your mom’s potato salad. He hates awkward handshakes. But who cares? Let’s talk about you.