THINK Business Live Interview
with Rise’s CEO Katherine Abboud
In this interview with Business Coach Jon Dwoskin, Katherine answers questions like,
Where do people get storytelling wrong?
What are three ways companies need to be thinking with more awareness when it comes to connecting with their consumer?
What are three pieces of guidance to give someone who wants to start their own business?
How to pick the right business partners.
Katherine discusses important topics relevant to Rise Creative Studios’ mission and how Rise is encouraging their clients to Widen the Gaze.
What it means to be inclusive.
“Brands today target certain demographics, depending on the product, they are very strategic about who they’re trying to target. Where the disconnect really comes, in our content creation ecosystem, is that they will be targeting a certain segment of the population, but they will hire a different segment of the population to concept, create, produce, and execute the content. And what happens is you don’t have a real connection with the consumer..it falls down and it doesn’t drive business. Authenticity is good for business, it drives revenue. That’s what brands have realized. And it’s not just about what happens in front of the camera, you’re seeing a lot of it today in front of the camera. But it really needs to happen behind the camera because it’s the architect of what the construct of that story is.”
What does authentic mean today?
“I think authentic means being completely true to what your intention is. Not doing it to check the box, not doing it to be DEI, not doing it because someone told you you have to do it. Doing it because you really believe that this is the right way to make a connection. Storytelling and developing content is to create a really authentic connection that drives an action.”
