Cath Brands, chief growth officer at Social Point is this week’s guest writer in the latest instalment of the IMAA’s Future Leaders of Tomorrow program, following on from the last instalment with John Arnott. Brands delved into mentorship, authenticity and what it takes to accelerate women into leadership.
1. How did you get involved (and why) this program specifically?
I’m in my unapologetic era of my career. I have the confidence to say “I’ve got this,” and I’m equally comfortable saying “I don’t know, but I’ll figure it out.” I’ve also learned to ask for help. Too many women avoid it because it feels like a weakness, when in reality, it’s a strength. I just wish it hadn’t taken me so bl**dy long to get here.
That’s exactly why I got involved. If I can help a future female leader get there faster, and she pays it forward, that’s how we create real momentum. A rising tide lifts y’all.
2. Why is mentoring women in the industry so important for its future success?
On the surface, it looks like women are equal in business, but subtle things still happen that shouldn’t. Women often think of all the reasons they can’t do something, while men tend to think of all the reasons they can. We need to shift that narrative from day one in the workplace. That’s how we create real, lasting change.
3. Who are/were your mentors, and what did you learn from them?
I’ve had mentors in many different shapes and forms, influencing me both directly and indirectly. These range from powerhouse female leaders I worked with at Microsoft in the US, to my most recent CEO, who taught me the value of giving trust instantly, and how to respond when that trust is broken.
My direct reports and agency partners have also been mentors. They see the world through different lenses, which continually helps me grow as a leader.
And finally, super cheesy, but my kids are my toughest micro-managers and mentors. They’ve taught me patience (why does it take so long to put shoes on every day?!) and, more importantly, how to communicate in a way that actually lands, something every leader needs to master…. and something I’m clearly still workshopping, judging by how often I repeat myself before anything happens.
4. If you could offer one piece of advice to all future leaders, what would it be and why?
Don’t pretend you have all the answers, because you don’t, and that’s completely okay. Own what you don’t know and own what you do. Authenticity wins every time, so keep it real and not what you think others want.
