Unbelievable luck has it that I get to spend a whole lot of time with fun, talented, and incredibly smart business owners. As we work together over the months (and years!), I have the privilege of getting to know them both professionally and personally and I remain consistently overwhelmed by their stories, passion, drive, and knowledge. And I end up wanting to shout their praises from the rooftops. And while I do my best to let my work do the shouting for me/them, it’s time to go a step further let them share with you, in their own words, a bit about who they are, what they do, drop some knowledge, and give a bit of insight into our collaboration.
Welcome to the latest installment of “I’m a Business, Woman,” a series of conversations with cool, entrepreneurial women I love doing cool shit. Today we’re hearing from Adelaide Lancaster of In Good Company. I’m so excited to introduce you to her and her work, not only as the proud designer of In Good Company’s visual identity, but as a huge fan of everything Adelaide does as an entrepreneur, champion of entrepreneurs, mentor, and as just a really wonderful human being.
The Basics
You are:
Adelaide Lancaster, Co-founder, In Good Company Workplaces, Entrepreneur, Author, Coach
Your business is:
We can hear from you on:
Twitter | Facebook | Instagram
Your Business
Tell us a bit about your business; what do you do?
In addition to providing women entrepreneurs with a flexible, affordable, and beautiful place to work, we provide community, belonging, direction, guidance, structure, and support for what can be an otherwise isolating and overwhelming experience.
What do you do differently than anyone else; why do your customers choose you?
Our members chose us because we are real and honest and because we care about diversity and equity. You won’t people bragging about their “rock-star” status here. Just lots of smart, engaged, humble, and helpful women doing work that matters a lot to them.
Describe your ideal client:
Someone who can say “I need help figuring this out.” Other than that, there is no one “type”. We have members of all races, sexual orientations and with various family constellations. We have breadwinners and those who are transitioning back from staying at home with kids. We have people on their third career and those who are continuing a life-long mission. We have members in their 20s and others in their 70s. And we all learn from each other.
What is your favorite part of the coaching process?
I love to hear WHY their work matters to them.
Your brand is what people say about you when you’re not in the room. What do you want them saying about you?
Welcoming, valuable, inspiring, energizing, meaningful
Do you have a professional “past life”? What did you do?
At first I thought I wanted to be a therapist but I was too impatient and had too small of an emotional lexicon. Then I realized what appealed to me most about therapy was insight and advocacy. My first professional forays were about helping women decide what they wanted to do professionally. Then I helped them do that thing on their own terms, according to what success looked like for them. Now I’m focused on advocating for a more representative and inclusive picture of women entrepreneurs and experience of entrepreneurship.
You
A TV show you could stream over and over is:
The Wire
Five books you could read over and over are:
Ummm, I love non-fiction and how-tos. The books that have changed my life are: Small Giants by Bo Burlingham, How Good People Differ on Religion and Politics by Jonathan Haidt, and The Happiness Hypothesis by Jonathan Haidt.
Five vacation spots you’d go back to over and over are:
I love the last 5 places I’ve been: Michigan on Lake Michigan, Horse and farm country in Kentucky, Nashville, Washington D.C., and Denver. (Since I don’t live in NYC, NYC technically gets to count for me too!)
Five vacation spots you’ve yet to visit but can’t wait to get to are:
Iceland, Morocco, Maldives, Sweden, and India
Describe a perfect day in New York City:
Too many to chose from! My last perfect day was taking my daughter to Coney Island for her 5th birthday. I will never forget how much fun we had being kids together and having a day of firsts for her (first bubble gum, first cotton candy, first roller coaster, first ferris wheel, first time in the atlantic ocean).
What’s your go-to uniform for a day at work?
With three kids 5 and under I’m still in the wash and wear phase of life.
Is that different from a day off? If so, what’s your go-to uniform for a day off?
See above!
Your Expertise
How can an entrepreneur get the most out of a co-working space?
Having a quiet place to go work outside of your house is benefit in and of itself. But the members that we’ve seen get the most out of the space are those who make connections with and learn from other the entrepreneurs around them.
What is the first thing anyone starting a business should know?
Everyone is in the business of learning. Expect and plan to change a lot as you go. Enlist your customers and peers in helping you do that!
Who are the first five professionals anyone starting a business should employ?:
Depends on who you are but… Graphics/Branding! Social media strategist (if you’re a newbie). Attorney. Accountant. Virtual Assistant.
Can you tell if a business is going to be successful or not? What are some of the tells?:
So much of success is based on industry, messaging and exposure. Sometimes you can’t be in control of all the influencing factors. I would say these five things are very encouraging:
- Intimate knowledge of the market
- Willingness to learn
- Strong peer and advisory support system
- Strong belief in the importance of your work
- Perseverance
You encourage entrepreneurs to define success for themselves. What does success mean for you? Do you feel successful?
Sometimes! Success has meant different things over the years. Recently I’ve been navigating how success at work intersects with success at home. Ultimately the thing that matters most to me is doing important work that makes a difference. And that’s really a lifelong pursuit.
What is the piece of advice you find yourself giving entrepreneurs most often?
Don’t look to the glossy, overnight success stories for inspiration. Find strong and accessible businesses that you admire and that aren’t in your industry and study them.
Our Collaboration
How did you find me?
Through another colleague and through In Good Company, I think?! I honestly can’t imagine life without you, Cody!
How did you know that I was the right match to develop your brand identity?
I loved your aesthetic and approach to work.
At what point during the process were you most excited?
I’m ALWAYS the most excited to open the attachments!
What was the most unexpected result of the branding process?
How little I know about what actually looks good. You’ve always been willing to show my why my bad ideas don’t translate well. It’s very enlightening.
Have you seen a difference in the kind of customer you’re attracting?
I think we attract a similar customer but we are able to convey more by saying less. We aren’t working against our branding/image. I have much more confidence in our materials and presence!
What would you say to someone thinking about hiring me?
Do it!
You have the floor
Pitch my readers on your business! Why should they join IGC?
The experience of In Good Company is business changing. We allow you to work for yourself and not by yourself. There is no need to go it alone when you can have a sisterhood pulling you forward. You will make life-long connections and friendships. You have access to a never-ending fountain of ideas and inspiration.
Would you like to plug a new service or offer something special to my readers?
Our fall curriculum starts in September! We will be offering more than 16 classes in six key areas of running and growing a business {Marketing & Sales; Social Media; Legal: Technology; Finance; Leadership}. In addition, we have many social events and special interest groups as well as a multi-organization panel on the importance of building a diverse and inclusive picture and experience of entrepreneurship. Join us! Meet your people! Be inspired! Do really great things!
Something cool you want to share (could be a resource, website, prduct, app, podcast… anything that you this is cool that we might not know about!
The On Being Podcast – one of the best ways I spend my time each week.