What are the most challenging and rewarding aspects of your job and why?
The most rewarding times are ones that aren’t expected. At Water Joe — a caffeinated, calorie free, and sugar free alternative to soft drinks — we didn’t anticipate the influx of unsolicited testimonials that have been received. I have had many, many people reach out to tell me about their weight loss simply due to eliminating calories from soft drinks. Or others will state that caffeine helps with a medical condition. They are all very appreciative of a calorie-free option. I love reading every single message and reply to each and every one. It warms my heart that something so simple could be so great for someone that they would take time out of their day to reach out and say thank you.
Who do you look up to or admire in business and why?
Kara Goldin, founder of Hint beverages. Kara is someone who has walked my path. She created a brand from scratch and managed to expose it to the masses. That’s really hard to do. I relate to her in that we experienced similar hardships, challenges, and hurdles.
Kara was ahead of the trends when she created Hint. At the time of conception, a decade or so ago, soft drinks were still the beverage of choice. Buyers were still hesitant. Not until last year did bottled water take over as the most consumed beverage. Ten years later it’s easier for me, yet I still try to emulate her perseverance and tenacity. Albeit a competitor of sorts, I admire what she has created and hope to do the same.
What has been the high point of your career so far?
This was a very simple but pivotal point in my career. My job is to make Water Joe a recognizable brand. On the road one day I stopped in a convenience store and I was, of course, wearing Water Joe apparel. The shirt I had on was a business-appropriate piece with subtle marketing, just the droplet in “Joe” — our Nike swoosh, if you will. There was a girl who stopped me and said, “Do you work for Water Joe? I love that stuff!” I was so excited that not only had someone recognized Water Joe but it was only the droplet. My goal of creating a recognizable swoosh, or Target symbol, was working. That girl didn’t know it but she made my day, my week, and more!
Thinking back on your career, what advice would you give your 21-year-old self?
Learn from “no.” Everyone will hear “no” in his or her career at some point. The younger me would have taken this personally and immediately moved away from the rejection. Now, “no” is simply an opportunity to learn. What could I have done differently? Did I effectively ask questions to understand the needs of my counterpart? What could I have done better to create a win-win situation? Understanding that “no” may really just mean “not now” can allow someone to learn how to be better.
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What would you say are the best things about living and working in Dane County?
The food! I travel frequently for business and without a doubt I can say that the Madison area has some of the best, most unique, and delicious restaurants. From new restaurants to Dane County staples, there are SO many to choose from! My colleagues will frequently choose Madison as a meeting destination because of favorite establishments.
Do you have any secret talents or abilities that people would be surprised to discover?
I have been told that I’m a really good mascot, as in a giant, plush outfit with big feet and huge headpiece. Okay, I only did it once, but apparently I did it well! Many years ago, as part of my job with a professional sports team, I had to fill in for the mascot. It was extremely liberating to be able to do whatever you wanted and no one knows who you are. I joked with fans, engaged with the kids, and got the crowd to make some noise. Although it was fun and apparently I did well, once was enough.
What are your guilty pleasures?
Total adrenaline junkie. I’ve skydived, zip lined, sky coasted, and bungee jumped, among other velocity inducing activities. My all-time favorite was an evening skydive I did a few years ago. We were the last to go up before the sun went down and I was able to see the lights of Madison, Milwaukee, and Chicago. It was amazing! There is something so serene about free fall and I could do it over and over again. Up next? Hang gliding!
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