Women are Leading the Charge in One of America's Hottest Startup Cities

December 14, 2018

By Jeff Barrett(opens in new tab), CEO at Status Creative (opens in new tab)
4-minute read


In short:



You can learn a lot about a city from reading an in-flight magazine. It will tell you where to eat, wander and visit. But it won’t tell you why a city is growing(opens in new tab) or why its entrepreneurial economy has momentum(opens in new tab)

This past summer, I toured Columbus, Ohio to learn about its entrepreneurial culture and “how to grow something” there. As I visited business after business, I concluded that strong female leaders(opens in new tab) have banded together to grow the region by working together instead of fighting over one specific client. This is unique, especially in their field of marketing and communications(opens in new tab).

“Women are in leadership positions at many of [Columbus’] largest companies, and there’s a strong network of women entrepreneurs,” said Heather Whaling, founder and president of Geben Communications,(opens in new tab) a local PR firm. 

Geben Communications is a core part of the Columbus female startup scene. (credit: Instagram/gebencomm(opens in new tab)) Geben(opens in new tab)


It turns out these women share certain traits that, based on my observations, keep the city’s entrepreneurial culture growing.
 

They believe there’s enough power to go around.

Whaling left a great job in 2009 to create something greater: a firm focused on pushing digital public relations boundaries(opens in new tab) while giving back. She could have hoarded the leadership for herself, but she didn’t. She created an organization in which 20 women, her employees, could grow. And though she didn’t tell me, she is also a mentor(opens in new tab) to numerous business leaders I met on my trip. Her name kept popping up as the person who gave someone their first job or first break or first piece of great advice. Nowhere in the entrepreneurial manual does it say you need to do that.

But Whaling’s habit of building others up has everything to do with growing your business. Your business will meet competition, politics and angling. But the more lives you touch, the more allies you’ll have through it all.
 

They “bake more pies.”

A similar theme emerged when I visited Treetree(opens in new tab), an agency of special projects. The team comprises 25 members, mostly female, who are relaxed and actually enjoying what they do. Founder Becca Apfelstadt sat with me and talked more about the culture of Columbus than her agency while I petted a very adorable dog. Group Account Director Rachel Hillman showed me the agency’s major clients while casually chatting about a Beyonce and Jay-Z concert we’d both seen the night before. 

The team at Treetree values collaboration. (credit: Instagram/treetreeagency(opens in new tab)) Tree(opens in new tab)


The women at Treetree took their work very seriously, but they also weren’t gritting their teeth trying to grapple for a singular client. They fostered relationships knowing that if they did so, more clients would come around. The experience in their laid-back office reinforced my theory that a successful city economy is one that fosters collaboration between all major players in an industry. Too often, in too many cities, businesses fight for pieces of a small pie rather than collaborating to bake more pies.


They help their teams “live the brand.”

I’ve seen a lot of “fun” offices in my life. I’ve toured “startup cities”(opens in new tab) for 14 months. And I’ve learned that an “open office” isn’t open if your C-suite sits walled-off in corner rooms. I never saw that once in Columbus. The sentiment rang especially true when I visited Tenfold(opens in new tab), whose offices look more like a well-appointed living room than a strategy and creative firm. Employees sit at clean, white desks, all in the same room, with slim-legged gray couches and orchids abounding.

“The design of the workplace exists as a channel of communication to associates and visitors,” said founder Rachel Friedman-Webb. “The result is improved associate engagement and an immersion in company purpose and values that enables associates to more fully and authentically live the brand.” 

Tenfold's office is open-plan(opens in new tab). (credit: Instagram/tenfoldbrand(opens in new tab)) Ten Fold(opens in new tab)


Friedman-Webb has renovated the offices of ESPN and a dozen Fortune 500 companies. Her unique strategy is branding through interior design, telling a company’s story with its space. A branded office helps attract new hires, and as folks increasingly move from job-to-job, this becomes important for organizations. Her overall dogma is characteristic of the female leaders in Columbus: Sometimes, the lifestyle and relationships surrounding your work can make the difference between profitability and not.
 

 The bottom line

These are just three women in Columbus who make up a greater group of collaborators. It would be easy for them to be competitors; they all work in branding. But they aren’t. 

In their own ways, they express the game-changing idea that you can’t make it anywhere on your own(opens in new tab) and that if you don’t build up your city and the people around you, then you will never grow.

 Like what you see? Follow Grow Wire on Twitter(opens in new tab) for more. 

NetSuite has packaged the experience gained from tens of thousands of worldwide deployments over two decades into a set of leading practices that pave a clear path to success and are proven to deliver rapid business value. With NetSuite, you go live in a predictable timeframe — smart, stepped implementations begin with sales and span the entire customer lifecycle, so there's continuity from sales to services to support.