The 10 Most Influential Women Entrepreneurs to watch in 2022(2)_compressed (1).pdf

www.insightssuccess.com
VOL-05 | ISSUE-02 | 2022
Influential
Women
Entrepreneurs
2022
Instilling Rectitude in the
Music Industry
Jacqueline
Best
Founder & CEO
Predominant Studios Inc.
Securing Future
Top 10 Sustainability
Trends for Business

The Tale
of The
Female
King
n a hot day in early 1927, Herbert Winlock was
Ostaring sullenly at what he had unearthed in the
great temple complex at Deir el-Bahri across the
Nile. Pharaohs were gods to ancient Egyptians, yet he
looked at statues of a pharaoh that were demolished and
ruined. The statues were those of Hatshepsut, the sixth
pharaoh of Egypt's 18th dynasty, one of the few and the
most successful women to lead the country.
It was unusual for a woman to become Pharaoh of Egypt.
Rather than becoming the 'great wife' of a male ruler,
Hatshepsut became the male ruler herself. She was given a
full throne name, and statues of her as a male king,
complete with beard, were erected.
Her reign was generally calm, and she was able to initiate a
construction program that culminated in the erection of a
massive temple at Deir el-Bahri in Luxor. She also
embarked on a successful sea expedition to the land of
Punt, which is located somewhere along Africa's northeast
coast, where they traded with the locals and returned with
"marvels." Despite an attempt to erase Hatshepsut's
memory from the face of the earth, people know her
legendary life story.

Such is the story of modern women leaders who can
stand their ground in a business world filled with
challenges at every turn with sheer will. From
leading renowned organizations to giving a breath of
air to the blooming ideas, women have showcased
their skills and created new ways to pave successful
paths.
In this edition of "The 10 Most Influential Women
Entrepreneurs to Watch in 2022," Insights Success
celebrates powerful and influential women who have
conquered the business world with innovation and
brilliance despite the pressure of society and
numerous barriers. Featuring on the Cover is
Jacqueline Best, the Founder & CEO of
Predominant Studios Inc., where she impacts the
music industry in a rising fashion.
Read articles authored by our in-house writers and
CxO viewpoints from some of the industry's toughest
players to gain insight.
Have fun reading!
Sonali Dhiwar
sonali.dhiwar@insightssuccess.com
Sonali
Dhiwar

A R T I C L E C X O
28
Securing Future
Top 10 Sustainability
Trends for Business
44
Leader’s Viewpoint
Why Should You Prioritize
a Positive Work Culture
for Remote Employees?
C O V E R
S T O R Y
08
Instilling Rectitude
in the MusicIndustry
Jacqueline
Best

20 Farah Emara
Shifting the Norms of Agriculture Industry
32 Hilary Matson
Making Sustainable Travel More Accessible
24
Hacia Atherton Empowering Women, Thriving Excellence
36
Laurel Farrer Paving a Solid Foundation of Remote Work Culture
40 Parisa Fowles-Pazdro
Shifting Ways to Humanize Pet Experience
Sunandini Verma
Suzie Yorke
52
56
16
Danay Escanaverino Delivering Quality Leads and Sales Worldwide
A Paradigm of an Adaptive Leader
Reintroducing Good Fats into People's Diets
C O N T E N T S

sales@insightssuccess.com
May, 2022
Editor-in-Chief
Senior Sales Manager Business Development Manager
Marketing Manager
Technical Head
Technical Specialist Digital Marketing Manager
Research Analyst
Database Management Technology Consultant
Pooja M Bansal
Managing Editor
Jenny Fernandes
Executive Editor
Sonali Dhiwar
Assistant Editors
Visualizer
David King
Art & Design Director Associate Designer
Kshitij S Peter Collins
John Matthew
Sales Executives
David, Martin
Business Development Executives
Steve, Joe, Saurabh
Jacob Smile
Aditya Marry D'Souza
SME-SMO Executive
Atul Dhoran Frank Adams
Circulation Manager
Robert Brown Stella Andrew David Stokes
Shyam Sonawane
Copyright © 2022 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any
form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success.
Reprint rights remain solely with Insights Success.
Follow us on : www.facebook.com/insightssuccess/ www.twitter.com/insightssuccess
We are also available on :
Anish Miller
Sonia Raizada

Brief
Company Name
Seceon is global provider of the most advanced Artificial
Intelligence.
Featured Person
Seceon
seceon.com
Chandra Pandey
Founder & CEO
LunaSol Media is a global performance marketing company.
LunaSol Media
lunasolmedia.com
Danay Escanaverino
CEO
FreshSource is now able to leverage this generational know-
how to source, handle, store and deliver to your kitchen door!
fresh source
freshsourceglobal.com
Farah Emara
CEO
Empowered Women in Trades is a not-for-profit organisation,
based in Melbourne, whose vision is to increase Female
representation throughout Australia.
Empowered
Women In Trades
ewitrades.com
Hacia Atherton
CEO &
Founding Director
Yugen Earthside is Sustainable travel booking platform.
Yugen Earthside
yugenearthside.com
Hilary Matson
Founder
Predominant Studios is Canada's newest independent music
label, now defined as a Global Music Group.
Predominant Studios Inc
predominantstudiosinc.com
Jacqueline Best
Founder/CEO
Distribute Consulting is an internationally renowned
management consulting firm specializing in workplce mobility.
Distribute Consulting
distributeconsulting.com
Laurel Farrer
CEO
Maxbone is your one-stop shop for modern, easy & fun pet's
essentials.
Maxbone
maxbone.com
Parisa Fowles-Pazdro
Founder & CEO
Amrev Media is revolutionizing businesses through marketing
and technology.
Amrev Media
amrevmedia.com
Sunandini Verma
Founder and CEO
Love Good Fats is the manufacturer of delicious new snack
bars!
Love Good Fats
lovegoodfats.ca
Suzie Yorke
Board Member,
Founder

COVER
Story
Jacqueline Best
Founder & CEO
Predominant Studios Inc.

Instilling
Rectitude
in the Music
Industry
No one's walking in your
shoes, and no one else
is going to be stuck with
the decisions that are
made for the rest of your
life, but you will be.
The 10 Most Inﬂuential Women Entrepreneurs to Watch in 2022

hen pneumonia seemed to ruin the singing
Wability of Jacqueline Best, which was her
favorite activity to do, she thought to herself, "If
I can no longer do what I love, which is to sing, at least I
can help others; attain their dreams." These words acted as
Jacqueline's initial roots to establish Predominant Studios
Inc.
As the CEO, Jacqueline is dedicated to her work to such an
extent that the first thing she does in the morning is scour
the internet and various publications for the current market
trends. She updates herself on Billboard and charts
worldwide, viewing statistics and industry analytics that
helps her to gauge where the future is the music industry is
headed. Jacqueline takes her artists and builds them from
the ground up by going knee-deep, mentoring, and leading
them towards an equitable future.
Jacqueline's work in the music industry shifted tides,
changing how recording artists are signed with fair mind,
equality, and understanding. However, it wasn't an easy ride
to become a successful entrepreneur; Jacqueline's journey
led her through different fields, following an
unconventional path that began in her childhood.
Jaqueline was fond of singing and playing clarinet, piano,
and percussion as a child. She was a mischievous kid who
also enjoyed horseback riding, making tree forts, and
shaving her brother's head while he was asleep. She also
spent time playing in the cow and daffodil fields, swinging
in the maple trees, and eating everything that was
chocolate.
The Lessons Throughout
Running around in her dad's workshop for Bakers Supply
House and Sterling Flavors in Victoria, BC, at the tender
age of four, Jacqueline keenly watched the hardworking
people, massive boiling kettles, and large vats. She
attentively listened to her father's business calls as he
tirelessly was always on the phone conducting business
operations, becoming an inspiration for Jacqueline. She
recalls enjoying bottling and labeling, lending a helping
hand to the business, creating core memories for life.
Unfortunately, in 1993 when Jacqueline was seven years
old, her mother passed away from a brain aneurysm. She
expresses, "It was a vivid night for all of us. Shortly after,
my father had many illnesses that could have prevented him
from being successful in business. My father never leaned
on government assistance, always worked hard, and never
gave up. He ran many successful businesses from Bakers
Supply House in the 70s to Vanilla Blossom Flavors in
2013, in which my brother David Best had taken over and
grown into a very successful vanilla and spice
manufacturer."
Jacqueline's grandfather, Jim Mace (John Mace), served in
WW2 in the Royal Air Force, as a Ball turret gunner in
England, serving on the Queen Mary ship, now parked in
California. Her grandfather built several businesses, from
real estate to box manufacturing plants. She reminisces, "he
had a kind nature of treating all with respect, no matter
their job title. Grandpa believed that if you treat everyone
with great kindness, care, and attention, that same positive
energy will flow into your business. I truly believe that my
family and early childhood experiences shaped me into who
I am today."
The Life Ahead
Soon after grade school, Jacqueline went to have children
young and was pregnant with her first child at 19 and
conceived her fifth by the age 29 with the same father. She
says, "We are not together today, but we co-parent well
now, and they reside with me full-time."
Rede ning
the new
generation
of music.

Jacqueline worked and
attended Sprott Shaw
College for Business
Management and E-Com
throughout these years. Later, she
went to Royal Roads University, where
she was accepted for her Masters of Arts of
Environment (having a strong interest in
environmental and seismic architecture) alongside her
working experience at Saanich Peninsula Hospital as the
Environmental Manager. Jacqueline had a large staff in a
union setting. She ran the health and safety program daily
staff meetings, facilitated hospital outbreaks during flu
season, and kept diligent records.
Unfortunately, Jacqueline couldn't complete the program at
the time as she was now a single mother of five, with a full-
time job and obstacles in life that came with taking care of
so many young children. The nurturing of the kids came
first, and she chose to carry on with her master's at another
time.
Jacqueline was a guest coordinator for Tim and Mary Boyle
and worked at the local recreation center Westshore Parks
& Rec as a maintenance worker, cleaning, assisting with
events, and was a net girl for hockey games with the
Grizzlies hockey team in Langford, BC.
Your Dream, Our Creation
Predominant Studios Inc was made possible by the partners
and people who truly believed in Jacqueline from day one.
Shelby Roofing gave her first business loan to start the
process of building and branding. Vanilla Blossom Flavors
helped cover her corporate legal fees to ensure the venture
was protected and incorporated. She asserts, "Without them,
it wouldn't have been possible."
Jacqueline states that the Pooch App network (a unique
social media app for all dog lovers) has also invested in
Predominant Studios. It enabled the steps to build a
reputable, long-term, rewarding brand that changes industry
standards to fairness and equality for music recording artists
and contracts.
Jacqueline is grateful to Won Agency Management
Vancouver & Cliff ‘Cdawg’ Wise (Predominant Studios’
Director of A&R) for tirelessly working all year long with
Jacqueline to develop Predominant Studios. As well,
Jacqueline is grateful for the contributions of Ashanti
Wright. Senior A&R, Blockchain Solutions Architect, and
many more, like producer The Real Richie Rich, Kali (Ron
Lewis), producer C-Lance, and Keep It Sticky Athletics,
who promote Jacqueline's label to the hip hop industry.
Predominant Studios is also thrilled to announce that Chris
"Glove" Taylor has joined Predominant Studios as Chief
Technical Officer. He has a stellar and well-documented
track record, producing for all-time greats and legends in
hip hop, including Snoop Dogg, Ice-T, Ice Cube, Xzibit,
and the uncredited song California love with Tupac Shakur.

Predominant Studios help facilitate independent artists.
Jacqueline notes, "While maybe we don't have a spot for
them as a signed artist, we do offer services to help make
them more successful and help navigate them through the
complicated stages of the recording industry. There are a
lot of music industry scams out there, and we want to help
protect as many people as possible."
Jacqueline believes that it's okay not to have 100% control
in the music industry. It's okay to allow artists to stay true to
who they are. which is why Predominant Studios based its
core values as:
• Fairness;
• Kindness;
• Trend-Setting;
• Inspirational;
• Trustworthiness; and
• Integrity
Predominant Studios Inc. has impacted the music industry
in a rising fashion, having competitors watch their every
move closely. Jacqueline shares, "We have recording artists,
yes! Even some signed to major labels asking and inquiring
about being represented by us/buying out their contracts or
asking us to help them renegotiate their terms. Many seem
to be unhappy with how much is being taken from them.
How must they sign all their rights away for their
intellectual property? They want to come to Predominant
Studios. People have heard about us through friends, our
website and Instagram pages. Artists have been calling
from everywhere, such as US, Canada, UK, Australia, and
Latin America. We have had editorial and journalist
contacting us like crazy wanting to know about our
business process."
The work culture is essential at Predominant Studios, as the
team is the first contact point for the artists and their
representation. It continuously strives to listen and
understand before replying. We remain kind, uplift and
inspire artists and anyone who connects with the company.
"Our culture is rooted in positivity, supportiveness, and all
our team members are like-minded individuals. We all share
the same personal core values as well as professional
values. We are, after all, "Predominant," and we must
always live up to that title," explains Jacqueline.
Reinventing Norms
Predominant Studios is creating fair contracts that allow the
artist to feel valued and have a say in how it, as a label,
projects them and their music. Jacqueline notes, "We feel
artists' intellectual property should be treated no differently
than a business. You wouldn't sign 50-100% of your
intellectual property away, or would you? Most do for the
chance to be seen in the competitive industry. It is very
unfair for the artist, and we believe that allowing them to
Whatever your dream
is, we create it.

keep more of their profits in their own pockets, as well as a
say on the results of any music or press publications, is very
important."
"This goes for copyrighting as well, while we may own
copyrights on projects we make with the artist they always
and forever will have a choice to buy them at and meager
cost or to share co-copyright. At every step the artist is
included. No decisions are made without their prior
consent. We hope that others will eventually follow by
leading the way for fair contracts. On top of fair contracts,
there is also the change in how the music is being heard.
The old is cool again, especially in Hip hop. As our tag line
reads, "Redefining the new generation of music," we are
mixing the old with the new to give our listeners a new
generation of music. There's no need for greed in this
industry, and there isn't a limit to talent in the world,"
clarifies Jacqueline.
Heading Into Future
Jacqueline expresses that Predominant Studios Inc's visions
are well known and well respected within the music
industry, with strategic alliances with other labels and
service providers. With trendsetting and making significant
moves in the sector, Predominant Studioswill be considered
the next major music label. It hopes to set a new stage for
artists, partners, and clients. Predominant Studios is
scouting locations for its state-of-the-art recording studios
in Canada and the United States.
Tiding Tunes
"You are too brilliant to be working this type of job," "the
world needs a powerful woman like you," "Don't go buy
that 5-dollar Starbucks coffee, don't spend frivolously.
Whenever you feel the need to buy something that is NOT
essential to your daily living, put that impulse buy money
into a jar and forget about it. Do it every single time!", "You
are an inspiration to single parents."
These were the several pieces of advice that stuck with
Jacqueline, shaping her career that she never forgets and
hopes her children can learn from them.
Jacqueline shares her guidance, "Many of us have doubters.
They could be friends; they could be family. My one great
piece of advice to any budding businessperson: it is always
to be true to yourself. No one’s walking in your shoes, and
no one else is going to be stuck with the decisions that are
made for the rest of your life, but you will be. Make sure
those decisions are for you & your family. Do what you
love, do what makes that fire burn in your soul. Don’t go
scouting for personal advice on your career path, just do
you.”
“Someone’s always got something negative to say that
leaves doubt in your mind. Do not listen to the haters;
eventually, they will be your biggest fans. “If you’re
comfortable, it means you’re not growing, and idle hands
create idle minds, and that can lead to unhealthy living.
Stay focused, sleep when you’re dead, and party when you
are already established and successful," Jacqueline
concludes.
There isn’t a limit to
talent in the world.

Danay Escanaverino
CEO
LunaSol Media

After spending several years in the startup scene, Danay
Escanaverino's entrepreneurial ambition became too
powerful to turn a blind eye. She eventually started her
business a decade ago; today, as the CEO and Co-Founder
of LunaSol Media, she manages and nurtures a brilliant
team of internet marketers who generate measurable results
for their clients.
Danay's career highlights include launching a successful
affiliate network and seeing it through acquisition and
breaking into the online Hispanic and Latam markets with
Filiado, the first successful affiliate network to serve
affiliates and advertisers in Latin America, including Brazil
and the Caribbean. This varied and results-oriented career
path has provided her with a thorough understanding of
launching a successful global marketing agency in the
Hispanic and Latin American markets.
Insights Success caught up with Danay in our attempt to
find "10 Most Influential Women Entrepreneurs to Watch in
2022," We talked with her to understand how she is driving
a transformative change in the sector with her expertise.
Below are the highlights of Danay's interview:
Brief our audience about your journey as a business
leader until your current position at LunaSol Media.
What challenges you have to overcome to reach where
you are today?
I started my journey in digital marketing in the late 90s
when I was still in college. I learned how to create websites
and code with very little information. Those highly
demanded skills led me to consult for companies like
CompUSA, UDVNA, etc. I also worked with some
incredible startups, including eLeisureLink, a digital travel
agency. I built out their affiliate program and worked to
integrate them with booking engines via APIs.
After that, I worked with MediaWhiz, where I launched an
affiliate network and a search marketing division. It was
there that I got to explore my passion for building out teams
for each division. When we were acquired, I was charged
with creating a marketing plan to integrate multiple brands
that were also acquired under our new umbrella. After
Our team's diversity
and years of experience in the
multicultural market are
what really sets us apart.
Danay
Escanaverino
Delivering Quality Leads and Sales Worldwide
The 10 Most Influential Women Entrepreneurs to watch in 2022
May 2022 | 17 | www.insightssuccess.com

several years in the startup world, the entrepreneurial itch
was too strong, and I decided to launch my agency 11 years
ago.
Tell us something more about LunaSol Media, its
mission, and its vision.
LunaSol Media is a boutique digital agency that leverages
the power of Email, SMS, Affiliates, and Influencers to
connect brands to Hispanic / Latino consumers. Our team's
diversity and years of experience in the multicultural
market are what sets us apart.
Enlighten us on how you have made an impact in the
management niche through your expertise in the
market.
I am a team builder and love every part of creating and
nurturing the right team. You have to find people you trust
with the spirit of the company. You risk the entire team if
there isn't a fit, so I take that very seriously.
Undeniably, technology is playing a significant role in
almost every sector. How are you leveraging
technological advancements to make your solutions
resourceful?
Being in digital marketing for over 20 years, I have been
able to stay on top of many new trends and developments.
Two things have changed the landscape for connecting with
Latinos: mobile and Influencer marketing. Before that,
targeting this incredibly diverse market was limited to
Spanish language media, which is not representative of the
60.5 million Latinos in the US who represent 18.4 percent
of the population. Of that number, about 29% speak English
only.
What, according to you, could be the next big change in
virtual operations? How is LunaSol Media preparing to
be a part of that change?
The pandemic certainly accelerated things like working
virtually. The technology has been around for well over a
decade, but companies were slow to adopt it. It created an
opportunity for much smaller firms that were able to make
the switch much faster. For example, our company has been
a remote team for ten years, so we had zero changes to
make in that respect.
Aside from that, there are so many new opportunities
popping up. Web 3.0 is a great example where brands will
have additional opportunities to connect with consumers in
creative ways. The key thing we always look at is how
effective it will be. Since we are smaller, that makes us
more agile and able to make changes and test theories to see
what works.
Where do you envision yourself to be in the long run,
and what are your future goals for LunaSol Media?
I am passionate about elevating the Latino community, and
I have had the privilege of making it part of my work. It
guides me as we work on creating more opportunities for
brands to connect with multicultural consumers in ways that
consumers are looking for. That includes showing Latinos
how the brands are showing up for their communities.
It is very rewarding to partner with brands to create
scholarships and grant opportunities along with creative
campaigns and deliver on the promise of elevating the
Latino professional community with tangible solutions
while giving brands the connections they want with the
communities they sell to.

Farah Emara | Co-Founder & CEO | FreshSource Global

F
arah
F
arah
F
arah Emara
Emara
Emara
F
arah
F
arah
F
arah Emara
Emara
Emara
Shifting the Norms of Agriculture Industry
he entrepreneurial zeal combined with a
Ttransformative idea holds the potential to bring the
desired change in any industry. Ideas that bridge the
gap between traditional methods and modern technology
can empower people to make a dent in the universe. Akin to
such zeal and vision, Farah Emara co-founded
FreshSource to streamline the fresh produce supply chain.
As the CEO, Farah aims FreshSource to be the leading
fresh food distributor in the MENA region, leveraging data
and technology to optimize the fresh food value chain.
Farah is highly passionate about entrepreneurship and the
value chain to eliminate unnecessary inefficiencies. Her
remarkable efforts with strategic expertise are changing the
norm of the agriculture niche, making her one of the most
influential women entrepreneurs.
Let us unveil her journey.
The Fresh Start
Farah's entrepreneurial drive began when she worked at
Procter & Gamble while studying for her Master's in
Business Administration from the London School of
Economics. Simultaneously, Omar, her would-be business
partner, worked for Goldman Sachs in London after
acquiring his degree in Computer Science & Business
Degree from the University of Bath.
Farah and Omar had a keen interest in the agricultural
sector, seeking new developments and innovation globally.
After months of investigation and extensive research, they
discovered that roughly 30% of Egyptian crops are wasted
due to poor post-harvesting, storage, and transportation,
jeopardizing its food security. Farah noted that these
producers oversee most of Egypt's agricultural production.
However, the high number of intermediaries in the supply
chain lacked transparency, losing approximately 80% of
their potential income. Thus, FreshSource was born to
handle the complete fresh food value chain such as
transportation, storage, and packing in cold storage and
packing facilities, providing producers with better
consistent pricing and selling to the market at a reduced
rate.
Mission: FreshSource aims to leverage technology to
become the leading fresh food distributor in the MENA
region by changing the way fresh goods are sourced,
moved, and sold.
Vision: To create more sustainable fresh food systems
through data & technology to transform the lives of
producers, businesses, consumers and improve the planet.
Transforming Agricultural Value Chain
FreshSource is introducing innovative technology to the
traditional industry, holding the potential to position Egypt
as a global leader in agriculture technology. Farah asserts
that several international organizations have acknowledged
FreshSource as a regional success story. It is
revolutionizing the agriculture value chain by offering
unique solutions for integrating producers into the modern
process, ensuring fair prices, and reducing food loss.
Disrupting the
agri-value chain!
The 10 Most Influen al Women Entrepreneurs to Watch in 2022

FreshSource works with producers to give a market-driven
approach to demand planning while improving their
revenue by 20%. In its pursuit of technological excellence,
FreshSource uses data to forecast market prices and supply
variations. It links these producers with businesses,
providing convenience through last-mile delivery,
transparent pricing, and data analytics and saving them 15%
on costs. It achieved a food loss rate of 5%, compared to the
national average of 45 percent, with its holistic cold chain
and data insights.
The Possible Change
Farah mentions that using technology and data to strengthen
the fresh food value chain will significantly impact the
country's economic development. She says, "By reducing
food loss, you are reducing the cost of fresh food and
enabling a segment of the population that could not
previously afford it to have a healthier lifestyle. Also,
regarding producers, this method increases their income
and thus improves their quality of life."
Farah believes that blockchain will have an immense
impact on the value chain of food. It has already started
happening and will only continue to transform the industry.
Agriculture accounts for 40% of the global workforce and
represents 6.4% of the entire world's economic production.
Getting food from farm to table is an extremely
complicated process with many intermediaries. Farah notes
that people are oblivious to what has been sprayed on their
food or how it has been handled. Using blockchain to
promote the traceability of food will have a transformative
impact.
Experienced Guidance
Farah advises budding women entrepreneurs aspiring to
start their businesses to be aggressive. She says, "While it
may be uncomfortable for some people to be assertive and
it might not come naturally, unfortunately, it is seen as a
sign of weakness by investors and other stakeholders. So if
you want to get far, you must be determined and assertive."
Farah expresses that an idea, no matter how unique or
significant, is just an idea. Determination, perseverance, and
transforming your setbacks into comebacks is what will
build a truly successful enterprise. "We work hard to
prepare our team and our company for exponential growth
and always make data-driven decisions for our strategies.
We are building a strong team with a solid foundation and
processes in place that will enable us to transform the
Egyptian agriculture industry," Farah concludes.

Hacia Atherton
CEO
Empowered Women In Trades

W
ith a strong passion for addressing the
skill shortage within trade-based industries
and the financial hardship many women
face, Hacia Atherton established
Empowered Women In Trades (EWIT). As the CEO,
Hacia is working to increase female representation in a
highly male-dominated industry by empowering them with
educational awareness programs, safe work culture and
giving them access to develop their skills through different
programs and training.
Finding an Industry Aligned with Values and Passion
Hacia had an exciting career path to her current role that
had many twists and turns. When she left school, she started
to study law, and her goal was to be a commercial law
barrister. After gaining some work experience, Hacia
decided that the law industry was not for her as it was
extremely male-dominated and unpleased for women. So
Hacia changed her field and started studying Psychology,
Management, and Marketing. After a year, she was
academically burnt out, so she left university and started a
year of fashion design and a small business providing
bookkeeping and office management support to small
businesses. After a year at fashion design school again,
Hacia decided that it was not a career pathway for her, and
she went to do her financial planning qualification. This was
also another industry that did not align with her values, and
she left that industry. Hacia went back to university to finish
a Bachelor of Commerce and the CPA program while
working for her family's company.
In collaboration
with educational
institutions and
industry leaders, we
aim to increase
women's role in
learning the trade
skills required for
people and industry
to thrive.
Hacia
Atherton
Empowering Women, Thriving Excellence

Over the year there, she worked her way from low-level
positions to Chief Commercial Officer. Through her
experiences and learning, she realized that women face
many hardships. She is today addressing these issues
through EWIT. Hacia's greatest challenge was finding an
industry that aligned with her values and passion and
finding a role that gave her a feeling of purpose. She is
extremely grateful to now have found that by being at
EWIT.
Supporting Women to Enter Trade and Excel in
Leadership
Empowered Women In Trades is a registered charity
organization that pushes educational institutions and
workplaces to encourage women to see trades as a viable
career path. In collaboration with educational institutions
and industry leaders, it aims to increase women's role in
learning the trade skills required for people and industry to
thrive.
EWIT is there for women in the workforce to learn the
skills to thrive in these industries to rebuild Australia's
trades-based sectors and enhance its communities and
businesses. It will support women to enter the trade and
excel in leadership positions across trades industries. While
supporting the industry, EWIT would like to ensure that
workplaces have the resources to enhance the sector's
economic development.
Leading with Courage and Creating Safe Workplace
Hacia states that courageous leadership consists of
curiosity, vulnerability, and empathy. She says, "You need
curiosity to explore the unknown or uncomfortable,
embrace being vulnerable and the likelihood of failure and
empathy for yourself and your team to support the bounce
back from failure and hardship. Leading with courage
creates psychologically safe work environments for
everyone to thrive."
Becoming Courageous and Resilient
Hacia says that through EWIT's technology platform
Artium, the company is creating the virtual world of trades
where people can explore a range of industries and trades
while also working on the mental tools to become
courageous and resilient. This platform creates an engaging
way to source new information and expand your mental
toolbox.
Creating Equal Opportunity for Everyone to Thrive
Hacia would like to remove the bias when hiring and
promoting. She says, "We should create an economic world
where everyone has equal opportunity to thrive and achieve
their remarkable full potential regardless of gender, age,
race, or religion."
Having Focus on Technology And Human Skills
Hacia recognizes the importance of technology but also
equally values human skills. She says, "Technology's role
within organizations is evolving from automating the
business to being the business. Industry trends and
environmental factors are disrupting the traditional service
requirements of organizations. What they need from
employees is evolving. While robots will increasingly
support organizational efficiency, automation still requires
humans. Robots and machines will never possess human
skills like creativity, nuance & sensitivity, communication,
collaboration, idea curation, critical thinking, and
conceptualized intelligence. We have a heavy focus on
Technology and Human skills as part of our programs
because technical skills are simply not enough in this new
world."
Empowering Women into Meaningful Employment
Hacia envisions EWIT launching its programs nationally in
Australia and worldwide to empower women into
meaningful employment and support employers to provide
psychologically safe workplaces for these women to thrive.
Reflecting on Purpose and Never Giving Up
Hacia advises budding entrepreneurs, "Never give up; it will
get hard! You are going to stuff up, and you will feel so out
of your depth and a mile away from your comfort zone.
Also, reflect on your purpose and passion for why you
started and build a strong support tribe to push you in those
moments you want to give up because they will be there.”

Top 10
Trends for
Business
e hear the word "sustainability" a lot, but we don't always grasp it. It involves
Whow natural systems function, how they continue to be diversiﬁed, and how
they produce everything necessary for the ecosystem to remain in balance
now and in the future.
Here are some sustainability trends that organizations should adopt to help the
environment.
1. Waste Management
Sustainable waste management strives to keep materials in use if feasible while reducing
the amount of solid waste disposed of in landﬁlls or incinerated. However, waste begins
even before products are manufactured in our current economy. A more comprehensive
approach to sustainable waste management should focus on the entire lifecycle of a
product to help lessen the negative impacts of 21st-century consumption.
2. Climate Change Mitigation or Climate Change Adaptation
While becoming green is important for climate change mitigation, some leaders also
focus on climate change adaptation. On the other hand, climate
Securing Future

change adaptation focuses on changes that accommodate
the existing and future effects of climate change, whereas
climate change mitigation focuses on prevention and
reduction.
3. Supply Chain Sustainability
Companies' attempts to address the environmental effect of
their product's journey through the supply chain, from raw
materials sourcing to manufacture, delivery, and every
transportation connection in between, are referred to as
supply chain sustainability. The main goal is to lessen the
damage caused by elements such as energy use and waste
creation while benefiting communities.
4. Electric Vehicles
Using electric vehicles minimizes your consumption of
fossil fuels. Reducing the impact of transportation can also
be accomplished by taking public transportation, cycling, or
walking; these methods produce fewer or no emissions.
5. Working from home
When the pandemic struck, most workplaces were forced to
close, and individuals were compelled to remain at home.
This allowed work to continue safely and reduced the
amount of transportation and commuting required. Working
from home/hybrid working is here to stay, despite the
conclusion of the pandemic, because of the long-term
effects.
6. ESG
The utilization of environmental, social, and governance
factors is called ESG. Energy use, waste, pollution, natural
resource conservation, and animal treatment are all
examples of environmental criteria. The company's
business ties are examined using social standards. Investors
may want to know that a firm uses accurate and transparent
accounting techniques and that stockholders can vote on
crucial matters when it comes to governance.
7. Renewable Energy
Renewable energy is becoming more widely available.
Fossil fuel use has the largest impact on the environment
and the climate catastrophe. Solar panels, wind turbines,
and tidal energy are all common renewable energy sources,
and businesses and energy suppliers seek to use and
distribute energy from these sources.
8. Frameworks for the Greenhouse Gas Protocol (GHP)
The GHG Protocol creates globally standardized
frameworks for measuring and managing greenhouse gas
(GHG) emissions from corporate and public sector
activities and mitigation actions. The GHG Protocol
provides the most extensively utilized greenhouse gas
accounting rules globally.
In 2016, 92 percent of Fortune 500 corporations that
responded to the CDP used GHG Protocol directly or
indirectly through a GHG Protocol-based program.
9. Carbon Offsets Will Become Commonplace
Carbon offsetting entails compensating for CO2 or other
greenhouse gas emissions. When a firm or organization
sponsors carbon offset programs, greenhouse gases are
removed from the environment, or certain greenhouse gases
are prevented from being emitted. Planting trees can be a
simple way to offset carbon emissions, or it can be more
involved.
10. Water Action Sets a New Standard
As we approach 2030, when the UN anticipates a 40%
shortage in available global water supply, we may expect a
higher interest in water efficiency from businesses.
Companies can collect data on their water footprint by
standardizing water definitions across their organization and
knowing where water comes from and how it is used in
operations.
Conclusion
Sustainability isn't a passing trend. Nearly 40,000
participants attended the last UN Climate Change
Conference (COP26) in Glasgow, making it the largest
climate summit.
This high level of involvement indicates growing public
and business concerns about our joint influence on the
environment. As global attempts to create a more
ecologically friendly society develop, sustainable corporate
operations rise. It's apparent that more of us are prepared to
address the climate crisis better.

Hilary Matson
Founder & CEO
Yūgen Earthside

O
ften people love to travel to different cities
worldwide and experience scenic and cultural
beauty. Traveling is an excellent medium for
exploring different places and interacting with native
people. However, traveling is also a significant contributor
to the global pollution index. Reports suggest that traveling
leaves behind a lot of carbon footprint, which is
irreversible. However, you can reduce the environmental
impact of your tours significantly if you plan your trips
efficiently. It is often challenging to plan sustainable trips
independently, and package tours are either hard to find or
too heavy on the pocket. Hilary Matson thought for a
solution to this critical problem and came up with Yūgen
Earthside, a company specializing in sustainable travel.
Hilary previously worked with Amazon for a decade and
later chose a profession that better aligns with her values
and interests. She founded Yūgen Earthside with the
concept of providing hassle-free sustainable travel
solutions. Travelers did not have many viable traveling
options before, but with Yūgen Earthside, they source
package trips from responsible tour operators around the
world to make it easier for travelers to discover and book
sustainable holidays. They offer different travel activities
like Cycling, Hiking, Safari, Cultural tours, and many
others. Yūgen Earthside has an Earthsider Eco Shop,
which houses zero-waste products like Keepsie Kits (all-in-
one sustainable travel kits) and Eco-friendly toiletry bags. It
is working towards making travel an environment-friendly
activity and providing customers with packaged or
customized sustainable travel options.
Insights Success interviewed Hilary to know about her
personal and professional goals and her thoughts about her
company, Yūgen Earthside.
Below are the excerpts from the interview:
Brief our audience about your journey as a business
leader until your current position at Yūgen Earthside.
What challenges you have to overcome to reach where
you are today?
My career launched right after undergrad – I landed a job
with Amazon and worked there for nearly ten years in a
variety of roles ranging from inventory management to
marketing management. Eventually, I started to want
“more” from my career – a deeper sense of fulfillment and
pride and work that was completely aligned with my values
and interests. This prompted me to leave Amazon, earn a
top-tier MBA, and then launch my sustainable travel
company: Yūgen Earthside.
Shaping the
future of
sustainable
travel
Hilary Matson
Making Sustainable Travel More Accessible

Launching a company is always challenging and launching
a travel company amid Covid was no exception! We
overcame this challenge by focusing on building the
foundation of our business as much as possible so that when
travel resumed, we would be ready to help build the
industry back up responsibly.
Tell us something more about Yūgen Earthside, its
mission and vision.
Our mission is to shape the future of sustainable travel. We
help travelers discover and book sustainable travel, saving
them time in finding the perfect adventure vacation they can
feel great about. We also focus on educating people about
what sustainable travel means and getting them to think
about their trip holistically. Not only are our trips
sustainable, but we also offer sustainable resources, carbon
offsetting advice, sustainable travel insurance, and zero-
waste travel products.
Undeniably, technology is playing a significant role in
almost every sector. How are you leveraging
technological advancements to make your solutions
resourceful?
Yūgen Earthside is a completely virtual company, so
technologyis integraltooursuccess.
We haveleveragedsolutionsinthefollowingways:
• WordPress: We built our site on WordPress, which
allowed us to be scrappy and frugal in getting a prototype
of ourvisionoutintotheworld.
• TypeForm: We use the sleek, professional interface of
TypeForm to collect all kinds of information, from what
types of sustainable actions our tour operators take to
collect emails generated from our lead magnet (a great,
free, sustainable packing list, by the way!), to intaking
clientinformationaboutcustomtrippreferences.
• Stripe: We integrated with Stripe to ensure seamless,
securepaymentprocessing.
• We use a host of other technology tools ranging from
design (Canva) to SEO (Moz) to focus on automating and
optimizing everything we can.This allows the bulk of our
timetobefocusedonbuildingandsellingour product.
If given a chance, what change would you like to bring in
the economicdevelopment?
The change that I would most like to see is a clear connection
to sustainability and economic development. This is a

complex topic and requires input and buy-in from many
stakeholders, including local governments, tourism boards,
travel providers, and travelers themselves.Travel and tourism
have an incredible potential to assist in the healthy economic
development of regions, but it must be done so sustainably.
Sometimes, optimizing revenue comes at the cost of harming
the environment or local communities – and that’s not
sustainable. We need economic development that focuses on
the land and the people as well as the economies so that our
actionsarecreatingmoregoodthanharm.
What, according to you, could be the next big change in
the virtual operations? How isYūgen Earthside preparing
tobe a part ofthat change?
I think we’re currently in the midst of the ‘next big change.’
Covid ushered in the work from home movement. I expect
many people to continue working from home, at least part-
time, even as we settle into the “new normal.” For Yūgen
Earthside, we launched during Covid, so we’ve never had a
physical oﬃce, and we don’t have plans to move into one. A
silver lining of the ‘virtual workforce’is that you can ﬁnd the
best talent anywhere. We capitalized on this by partnering
with a marketing specialist from California and a
sustainability specialist from Switzerland; meanwhile, we’re
running the company from Paris, France though we’re
registeredinWashingtonState!
Where do you envision yourself to be in the long run and
what areyourfuture goalsforYūgen Earthside?
I envision Yūgen Earthside being the go-to platform for
travelers to learn about and book sustainable travel. Whether
you’re looking for a sustainable country guide of Portugal, a
responsible trekking company in Nepal, or plastic-free travel
essentials,we wanttobewho youthinkof.
Our goals are to shift travelers towards a more sustainable
mindset and to nudge their behaviors to be aligned with that
mindset. We need sustainability to be a no-brainer, and to
achievethat,we havetomakeitreally,reallyeasyfor people.

Farrer
Paving a Solid Foundation of Remote Work Culture
Paving a Solid Foundation of Remote Work Culture
Laurel
Laurel Farrer
Founder, and CEO
Distribute

Remote work isn’t
about pajamas and
convenience, it’s about
power and choice.
“
“
he quote goes, "The tree that bears fruits gets the
Tmost stones thrown at it," which precisely
resembles Laurel Farrer's 15 years of efforts
when she founded Distribute in 2018. Ahead of its time,
Distribute used the benefits of remote work to solve
business concerns that extended into every industry and
community. Laurel was publicly mocked by brands like
Google, Slack, and LinkedIn for her advocacy; however,
the tables turned, and today, working from home has been a
global norm since 2020. The mockers are now ironically
marketing their support for flexibility.
Laurel's foresight is often praised, but she came across
several challenges that pushed her forward, making her one
of the influential women worldwide. As the CEO, Laurel
leverages the power of workplace flexibility to impact
business operations and socioeconomics.
Dive into her uprising story!
The Pointed-Out Norm
Remote work wasn't always the viral, exciting topic it is
now. Laurel's decision to open a bootstrapped consultancy
exclusively in this niche was perceived as an irresponsible
risk. But now that there is global demand for her expertise,
it adds to her existing challenges.
Laurel shares, "My small business is thriving for its size but
is in direct competition with the largest consultancies in the
world — multi-billion organizations with enormous
workforces and unlimited funds. It's surreal to be in
proposal negotiations, and the client says, "We're trying to
decide between Distribute and Deloitte. Why should we
choose you?" I think we'll be fighting this David-and-
Goliath battle (and the imposter syndrome that comes along
with it) for a long, long time.”
Harnessing Virtual Workforce
Distribute is an internationally-renowned management
consulting firm and think tank pioneering the concept of
virtual organizational development. Its services empower
business and government leaders to start, strengthen, and
leverage virtual workforces to solve corporate and
socioeconomic painpoints, such as workforce
discrimination, job accessibility, business continuity, talent
retention, workforce diversity, economic development,
company profitability, and environmental sustainability. It
operates through change management consulting, content
development, and operations analysis.
Denting the Universe
Laurel states that resistance from mid-level management is
the number one barrier to success when adopting a
workplace flexibility model. It is because managers often
feel smashed in between the demands of their team
members below them (who want maximum levels of
flexibility) and senior leadership above them (who are
concerned about the financial impacts of workplace
transformation on the organization).
Both parties are looking to these managers to provide
solutions and guide the company through the change
management process, but there is no training on how to do
it. Thus, they naturally feel stuck and overwhelmed until
they finally revert to the familiar and comfortable —
working in an office.
At Distribute, the team believes that for sustainable
workplace flexibility, it's essential to equip all levels of
leadership with comprehensive training on various topics.
From observing working styles and non-verbal behaviors in
virtual team members, to measuring productivity based on
results instead of time, building trust without spending time
together, reducing meeting volume (to prevent the infamous
"Zoom fatigue"), and much more.
Astute Technological Clout
Laurel expresses that consulting is an infamously expensive
and challenging business model to scale. She adds, "As a
bootstrapped, lean small business, we knew that we would
have to break tradition to meet the overwhelming demand
for remote work expertise." Thus, Distribute challenges and
analyzes traditional consulting methods to find
opportunities for delivering content asynchronously through
various mediums that include: video messaging, automated
analysis tools, templating resources in cloud docs; all of
which enable less dependency on human capital and in-
person services delivery to fuel more efficient scaling.
Waving the Magic Wand
Laurel knows that remote work is a revolutionary
opportunity not only for businesses, but for communities
too. The rise of distributed businesses can turn traditional
The 10 Most Influential Women Entrepreneurs to Watch in 2022

and change management resources to build a strong
foundation for the new normal of hybrid workplace models
and location-independent workforces. It would be Laurel's
dream and honor to expand her business into a
comprehensive international think tank — a source of
research, training, books, and software that teaches the
world about the power of virtual organizational
development.
Hey! Here's a Piece of Advice
To prevent some pain points of building a new business,
Laurel advises aspiring entrepreneurs to start with personal
experience. Since the global rise of working from home in
2020, she watched hordes of ambitious visionaries see the
"gold mine" value of remote work and try to eagerly
capitalize on it with flashy product pitches and business
proposals. However, their ideas were hollow and inflexible
because they had never experienced the pain and stress of
solving these problems themselves first-hand as the
manager of a distributed team. She says, "Ambition alone
means you can't sympathize with the client, so it
compromises the credibility of someone’s expertise and
their ability to deliver genuine customer service. So, work
in a field for at least a few years before trying to build
solutions for it as an expert or thought leader."
economic development on its head. Historically, economies
grow based on workers moving to places where jobs are
available. "But now, with workplace flexibility,” she says,
“we can reverse that and bring stable jobs to workers,
wherever they are. I've helped design incredible programs
with governments and universities around the world that
have rescued ghost towns and isolated communities from
economic collapse.”
Laurel continues, "I think that this is what makes me a true
pioneer — not only that I'm helping to carve the path for a
new industry, but that I am a first-hand example of what I
advocate. I am proof that the virtual business world can
offer unprecedented opportunities for diversity and
inclusion — it's where a young, rural mother can have an
international voice and make a global impact with nothing
more than a $100 laptop and free wifi at the library.”
Expecting Shifting Tides
Laurel mentions that workers have gathered together in a
single location since the Industrial Revolution to produce
results together. Everything humankind knows about
business and teamwork is built on the foundational
assumption that people will be together as they collaborate.
Even the concept of a manager is built on the objective to
supervise the production process physically. So, now, with
the rise of hybrid workplace models and distributed teams,
people have hundreds of years of unlearning to do in order
to operate in a way that isn't dependent on proximity. She
asserts, "Every professional in the world has the challenge
of understanding that work is something we do, not
somewhere we go. Here at Distribute, we're helping
business leaders adopt that new mindset and transform
their operations to be as flexible and location-independent
as their staff.”
Above and Beyond
Distribute is doing phenomenal work as a consulting firm.
However, the world needs more than management training

Parisa Fowles-Pazdro
CEO & Creative Director
maxbone

Parisa
Fowles-Pazdro
Shifting Ways to Humanize Pet Experience
he path to success is always windy, and anyone
Twho asserts otherwise is lying. Akin to a hurdled
start and a steady rise, Parisa Fowles-Pazdro's
path to success has been interesting, challenging, and filled
with obstacles that have shaped her into becoming Founder
& CEO of maxbone.
Parisa launched maxbone on the principle that "our pets
deserve the best as our family members" – an entirely new
concept to the pet industry. She believes that Pet products
should be no different than what people would eat, use, or
wear; thus, she created the company to humanize the entire
experience within the pet industry.
Let us unveil Parisa's transformative efforts of the pet
wellness solution they deserve.
Learning & Growing
Growing up in a family of academic parents who sacrificed
a lot to ensure a better future for their children inspired
Parisa to always aim for the highest. As a young
entrepreneur, she made money by getting on the real estate
ladder and then experimented with different business ideas
before launching maxbone in 2017.
It takes guts to execute an idea, and Parisa has always
jumped right in, following her intuition having a good sense
of what's missing in the market. She often says, "Hardship
often prepares ordinary people for an extraordinary
destiny." As fortune favors the brave, being the founder of a
rapidly growing startup requires much proactive work, but
maxbone accomplished many things reasonably quickly
with a clear mission.
The 10 Most Influen al Women Entrepreneurs to Watch in 2022

Parisa's journey has been incredible, and she is deeply
grateful to her talented team. She expresses, "It doesn't get
easier as you grow since you face different challenges along
the way. Resilience brings experience, which enables you to
deal with problems differently. With that being said, you
have additional resources as you grow, so you can build
better teams and obtain new support across all
departments.”
Empowering Pets and Pet Owners
maxbone's mission is to provide modern pet parents with a
one-stop-shop where they can shop for all their pet needs all
in one place. As the first branded pet label on the market, it
has a full-service digital platform for all the dog needs,
including freeze-dried food made with superfoods and cozy
beds, jackets, and carrier bags.
Even before the COVID-19 pandemic showed everyone the
importance of health, home, and the family that inhabits it,
maxbone already held these values close when developing
exceptional products for discerning pet owners.
maxbone has cemented itself as the go-to destination for
thoughtful, beautiful pet accessories, supplies, food, and
wellness products. Reimagining the pet industry one piece
at a time always brings the best to the new generation of pet
owners. Epitomized by the launch of MB Eats, maxbone's
meal and supplement line, the level of research, thought,
and design Parisa and team put into their products remains
unmatched within the nearly $100 billion industry. As the
first direct-to-consumer business of its kind with this
innovative approach to the way it takes care of pets,
maxbone's dedication to quality remains the brand's guiding
principle.
Distinctive Approach
Despite being a digital-native company, maxbone also
recognizes offline experiences' importance. Its pop-up store
strategy engages consumers, creates meaningful
connections, and exposes the brand to new and strategic
markets. maxbone understands the needs of consumers, and
especially in the pet industry, the shopping experience is
still very outdated.
maxbone created its retail strategy to appeal to a new
generation of shoppers who seek high-quality products and
unique experiences. Whether through a pop-up store, brand
partnership, or activation, its goal is to keep the customer
engaged and excited for the next big thing.
The Technological Assistance
maxbone effectively leverages technology to boost

customer satisfaction by automating its customer service
department to improve its system. It intends to provide
customers with a streamlined and purposeful experience.
Parisa notes, "For us, technology is a key component of
building deep relationships with existing customers and
also attracting new ones. More importantly, we are a data-
driven company that uses analytics to understand what our
customers are looking for and design products that suit
their needs.”
Compassionate Desire
Parisa wishes that brands would understand that today's pet
owners are taking their love of pets to a whole new level.
Pets are family members and not property. As millennials
are more likely to prefer having pets than children, creating
products that don't appeal to this new generation is no
longer cutting edge. As pet owners browse for food and
supplies, they bring the same checklist that they would for
their products. Therefore, brands must adapt to this new
demand.
Potential Shifts
Parisa states that even though the health and wellness sector
is booming, accessory brands are just now recognizing that
new pet owners want unique pet supplies. She shares, "Due
to the very different shopping patterns of millennials and
generation z, brands realized it is necessary to update their
offerings to cater to the new masses. maxbone was a
pioneer in providing branded pet products with modern
designs and a superior shopping experience. Seeing a gap
in the industry, we developed our products for the modern
pet owner who wasn't represented in the market." As a
result, maxbone is now considered a trusted resource for
consumers looking for quality, design, and practicality.
Over the Horizon
Parisa intends maxbone to become the #1 destination in the
pet industry by building a platform to serve pet owners
looking for convenience, practicality, and unique designs.
She notes, "Even the industry's major players are just now
recognizing the new demand and turning to maxbone for
design-driven products and high-quality food and
supplements.”
maxbone's initial years were dedicated to creating a brand
that would garner trust and loyalty to increase customer
retention. "The brand-building approach was unheard of
when we first started, but now it has proven to be
successful, with pet owners relying on our business for all
their needs," asserts Parisa. By focusing on brand
partnership strategies, broadening maxbone's health and
wellness offerings, and providing an unmatched shopping
experience, it hopes to reach as many pets and pet owners
as possible with the care they deserve.
Finger to the Bone
Parisa advises budding entrepreneurs aspiring to venture
into the business sector to pick the markets that are scalable
enough for the long haul. "Businesses that succeed have a
simple math formula - demand plus customer acquisition.
As soon as you've found the right product-market fit, just go
for it. Overthinking could result in you losing market share
to other competitors," Parisa concludes.
“A modern
destination for
the modern pet
lover.”

Sol Spier
CEO and Creative Director
Dawning Digital

hen you work with a remote team, your
Wdesks maybe thousands of miles apart, but
your brainstorming and workflow
processes need to be as closely connected
as if you were in the same room. To access peak creativity,
you need to genuinely know and appreciate the people you
work with, and this can be achieved by creating and
maintaining a positive work culture for your team.
According to Forbes, “companies with winning
organizational cultures have 72% higher employee
engagement ratings than organizations with weak cultures.”
As the CEO and Creative Director of Dawning Digital, I
know that the first step to creating a positive work culture is
knowing and understanding my team. I know what all their
pets are called, we have inside jokes, and they know they
can talk to me about anything that’s bothering them. On a
daily basis, we communicate over Zoom and Slack, but we
can keep brainstorms sparking and ideas flowing with ease
at the touch of a button. My team trusts me, and I trust
them, which enables us to take our workflow to new
productivity levels.
A team member who feels heard will continue to contribute
enthusiastically to discussions, and a positive work culture
ensures that. Would you like to know why a positive work
culture for remote workers is so essential? Would you like
to find the methods I use to encourage a healthy working
About th
e Author
Leader’s Viewpoint
Why Should You Prioritize
a Positive Work Culture
for Remote Employees?

environment and team cohesion? Just read on, and we’ll
have you looking forward to your team meetings in no
time!
Why is positive work culture so important for remote
teams?
A positive work culture is a glue that holds your remote
team together. When your team feels like they can express
themselves freely, be praised for excellent work, and make
mistakes without being berated, their morale and
productivity increase proportionately. When you stop
reducing your remote team to worker bees at screens and
start to connect with the creatives in your employ, the real
magic starts. A team driven by deadlines rather than passion
won’t choose to go above and beyond to innovate with their
ideas. Instead, they’ll do the bare minimum to make sure
they ﬁnish their tasks. However, when your team can look
at one another every day and think, “I don’t want to
disappoint these people,” or “I want to excel at the same
level that my colleagues do,” or “these people are giving
their all, so I should give mine,” you’re handling work
culture the right way! Shifting focus from proﬁt to creating
valuable, collaborative progress will always change your
business’s output for the better. Remember: your monthly
turnover is a number you can steadily increase, but you
absolutely cannot buy motivation.
What are the challenges of remote teamwork and
establishing a work culture?
Let’s say someone takes you to a sports game. You’re
probably not going to cheer very loudly if you don’t know
the teams you’re watching. If, however, you’re a fan of one

of the teams playing, you’ll be up out of your seat, shouting
and yelling and enthusiastically cheering on your faves!
The same principle applies to being part of a workplace
team. The difference between indifferent and enthusiastic
performance lies in one’s affection towards the goal or
organization. If your team believes that they want your
company to win, they’re going to do their best to carry your
business over the finish line. You can foster this affection by
creating a positive work culture, and you’ll reap the rewards
of motivated productivity in return.
This is especially important in remote workplaces. When
everyone’s primary point of contact is a computer screen,
you lose the easy camaraderie you’d get in a shared office
space. There’s no group lunch break, water cooler chats, or
office Christmas party where your team can feel the human
component of their workplace. Digital interfaces also mean
it’s challenging to communicate empathy and compassion
with your team. No matter how well you draft a memo, it
won’t have the same effect as an in-person conversation, so
you need to be considered in the way you address your
team to avoid coming across as insensitive or intimidating.
How do I create a positive work culture for my remote
team?
So how did we achieve this? How did a team that’s so
geographically far apart manage to become so tightly knit
and produce work that shows it? Well, I like to attribute that
to our work culture, which I’ve carefully constructed
around honesty, flexibility, and authenticity.
Communication is the first avenue that I focus on when
working with the Dawning Digital team. We don’t enforce
any correspondence hierarchies from the start of a team
member’s journey, so they are encouraged to message me
and any other team members with any questions they might
have, no matter how small they may seem. This open
communication extends to our team calls, which we have
three times a week. The whole team is given equal
opportunities to share their progress, personal wins, and
questions. We share our multidisciplinary tasks to get ideas
from different perspectives, making every team member
feel heard.
Another significant aspect of the way our team operates is
compassion. I offer my team members unlimited leave days,
with an enforced mandatory five days off quarterly. When it
comes to compassionate leave, I allow my team to resume
work when they feel ready and don’t set tight timelines for
grief and healing. If a team member has an appointment or
needs to take care of something during work hours, I don’t
micromanage their time as long as they complete their
tasks. If they feel overwhelmed by tasks or can’t complete
something, I encourage them to reach out to reshuffle their
schedule. Some business owners may ask, “well, aren’t you
putting yourself at risk of being taken advantage of?” And
I’d say quite the opposite! When you show somebody that
you respect them as an adult with human needs and let them
know that you trust them, they’ll return the same level of
respect and trust back to you. Allowing remote workers to
fuel internal motivation builds a far happier environment
than ruling with an iron fist.
The last and most fun aspect of the Dawning Digital
workplace that I like to make space for is engaging team-
building activities! Getting my team together during work
hours with an objective other than work builds a rapport
that motivates us all to do our best for our colleagues. Some
of the team building we’ve done includes quizzes, pizza
days, gin tastings, Valentine’s dress-ups, and show-and-tell,
which all took place over Zoom! Creativity is a vulnerable
space in which one risks being poorly received to pitch new
ideas. If you’re comfortable with your team, you’re much
more likely to offer high-risk/high-reward pitches that win
you new clients!
A positive work culture is one that supports each team
member’s success. I don’t want to succeed because of my
team. I want my team to succeed alongside me. Dawning
Digital’s people-first, profit-later approach to running a
remote business has created a team of trustworthy,
connected, and enthusiastic professionals who share one
primary motivation: to work together to the best of our
ability and create work we’re proud of!

The 10 Most In uential Women Entrepreneurs to Watch in 2022.
True ﬁnancial
freedom and consistent
economic development
can only be sustained
through education.
A Paradigm of an Adaptive Leader
Verma

Sunandini Verma
Founder, and CEO
Amrev Media

ueled by passion for her work, Sunandini
FVerma embarked on her entrepreneurial drive
and founded Amrev Media Inc, to create
impactful growth.
“Leadership is about understanding and observing
people that you work with, whether co-workers or
clients, we are all more similar in ways than
different,” clarifies Sunandini.
Sunandini believes that her greatest power is the
ability to compartmentalize each aspect of her life.
She maintains a grounded sense of self and skills
required to be a strong leader, regardless of what's
going on in other aspects, projects, or interactions.
Bring YOUR Vision to Life
Amrev’s mission is to create revolutionary
technologies and ease implementation through high
accessibility. It is driven by creating unique solutions
for its B2B clients by bringing their vision to life. It
takes clients on the full journey from idea, design,
development to user acquisition.
Sunandini shares, “Through the countless rollouts, I
learned that it’s important for us to have our tools. We
have created a plethora of tools, apps, and
technologies on the blockchain internally to have a
B2C/ SaaS option for our business model. We have
focused on technology as a service, and now we can
proudly say we’re thriving in service and product
niches.”
Amrev Media has adapted the remote work culture
since the beginning. Sunandini expresses that remote
work requires strong organizational skills and an
ability to trust your team to fulfill their work. She
notes, “I am not a micromanager, but I am detailed. I
expect the work to be completed correctly and timely,
how and when it happens, I do not feel the need to
manage. I find it freeing to allow people to work the
way they want, from wherever in the world. We hope

to sustain that model with our growth, having only the
necessary team onsite.”
The Foresight of the Next Major Shifts
Sunandini states that it is important to sustain stability
regarding economic growth in the rapidly changing
business world. She mentions, “I feel a necessary
change is financial literacy, especially modern-day
banking, payment processing, crypto, etc. True
financial freedom and consistent economic
development can only be sustained through
education.”
What the Future Holds
Sunandini believes it is critical to maintaining her
identity as a person, regardless of the ups and downs
of the enterprises she is associated with. She wants
Amrev Media and its several products to have the
impact she envisioned when she first started. She aims
to make a difference financially and in people's daily
lives and enterprises. It's all about making people's
lives better, and those are the items that last.
A Guiding Light
Sunandini's most important piece of advice to
everyone, regardless of what business you want to
start, is to concentrate on who you are and what you
project internally. “Who you are as an individual
should not be defined by things that are a variable to
change outside of you- that includes your business.
The story that you feel about yourself is the one you
project and what people will perceive. If you are clear
on your vision, the variables in between do not matter,
and circumstances are not who you are internal,”
Sunandini concludes.

Suzie Yorke
Founder
Love Good Fats

Suzie
Yorke
Reintroducing Good Fats
into People's Diets
hysical fitness is foundational to mental toughness
Pand intellectual sharpness. Good health is the basis
of life expectancy and performance in every aspect.
To the degree one has good health, to that degree, one can
do well in every endeavor. Good health and well-being are
also among the most critical goals of the United Nations'
sustainable development. Leaders who understand the
importance of health can help create awareness and
introduce the right concepts beneficial to our overall health.
Suzie Yorke is a late-blooming entrepreneur who utilized
her accomplished marketing background, personal journey,
and deep devotion and passion for health. She is the
Founder of Love Good Fats, which she founded to
reintroduce fats into people's diets and educate the public
that sugar, not fats, is the culprit of poor nutrition and the
fact that we'd been misled for the last 40 years! After
reading Nina Teicholz's best-selling book, Big Fat Surprise,
Suzie switched to a high-fat, low-carb diet and began to feel
better within a few weeks. She found it extremely difficult
to obtain handy, high-fat snacks. Seeing a market gap and a
big chance to assist people via food, Suzie founded Love
Good Fats, a firm that manufactures low-sugar snacks high
in good fats and low in sugar. The Mission of Love Good
Fats is to spread the word that Fat is back and sugar is out!
Having Great Experience in CPG Industry
Suzie is a 25-year veteran of the Consumer-Packaged
Goods (CPG) industry and has worked at brand-building
companies such as Proctor & Gamble, PepsiCo, Kraft
“
Our mission is
to empower
everyone to
embrace a new
way to snack,
nourish your
mind, body, and
spirit with good
fats, plenty of
protein, and
nearly no sugar.
“
The 10 Most In uential Women Entrepreneurs to Watch in 2022

Heinz, and Weight Watchers. She also worked at
two other hyper-growth brands before creating
her rocket ship success story brand at age 50.
Suzie grew up in a small apartment in Montreal
with her twin brother and shared a bedroom with
her mom for 13 years. Both her twin brother and
she were adopted at a young age. They grew up
speaking French in Quebec, and Suzie only
learned English when she moved to Toronto after
she graduated.
Suzie put herself through school (while working
three jobs) and graduated from McGill
Engineering in 1990 with a minor in business.
She knew early on that she wanted to be in
business and got in at Proctor & Gamble in
Toronto and has had an incredible career in CPG
marketing & brand building since.
Ensuring Competitive Edge
Having expertise in marketing allowed Suzie to
bring over some "musts" to Management. Suzie
introduced Monday Wins and Tuesday
Management Priorities.
Suzie also enforced using 1-pagers for projects of
every size and, of course, the best brand
Positioning 1 pager ever, as this is foundational to your
brand, company, competitive advantage, and culture!
Enabling Great Communication with Vendors
Everyone has experienced a massive change, with the
whole world moving online. Love Good Fats did well, and
it managed supply exceptionally well too.
Love Good Fats set up the office as up-to-date as possible to
enable great communication (especially key during
COVID) with its vendors and plan to be efficient.
Shifting People to Healthier Eating
Love Good Fats is doing its part to shift people to what it
sees as healthier eating, which has benefits for the economy.
The more it grows, the more it fuels the economy and can
hire more employees. Love Good Fats wants to empower
everyone to embrace a new way to snack and nourish your
mind, body, and spirit with good fats, plenty of protein, and
nearly no sugar. Its balance of good fats, protein, low net
carbs, and very little sugar is Keto Certified and will help
you stay on track.
Sharing Brand's Mission with Authenticity
Suzie is on the Board of Directors of the company and
plays a key role to support the Management team to grow
the brand. She is also the founder, so she plays a key role
in getting the brand name out and continues to provide the
authentic voice and share the brand's Mission. Love Good
Fats has flavors for everyone, crafted to please your palate
and fuel your mind, body, and spirit.
Staying Close to the Consumer
CPG and food are tough sectors. Suzie adds, "You need a
great idea to market, some funding; your packaging,
product, and pricing must be fantastic and better than your
competition. So do your homework upfront BEFORE
launching, and then stay close to the consumer to adapt
quickly."

The 10 Most Influential Women Entrepreneurs to watch in 2022(2)_compressed (1).pdf

The 10 Most Influential Women Entrepreneurs to watch in 2022(2)_compressed (1).pdf

Recommended

Recommended

More Related Content

Similar to The 10 Most Influential Women Entrepreneurs to watch in 2022(2)_compressed (1).pdf

Similar to The 10 Most Influential Women Entrepreneurs to watch in 2022(2)_compressed (1).pdf (20)

More from insightssuccess2

More from insightssuccess2 (20)

Recently uploaded

Recently uploaded (20)

The 10 Most Influential Women Entrepreneurs to watch in 2022(2)_compressed (1).pdf