Hindsight is 20/20, right? It’s easy to find ourselves in situations where if we had just taken the time to be more thoughtful about what we said or how we said it, things could’ve turned out a lot differently. We’ve all had our fair share of regrets and fair share of thinking we were in the right. So we talked to seven WeWork members about their biggest takeaway from communication mishaps and how to approach conversations with wisdom and tact.
Question: What’s the biggest lesson you’ve learned from a communication mishap?
Everyone makes mistakes
The funny thing is no matter what processes and systems you have in place, there are always going to be mistakes. The best thing you can do is learn from it and own it. Being genuine is how you build trust for the next conversation.
Don’t bottle up your feelings
I've learned throughout my life that bottling in your feelings can eat away at you. Know your truth. Speak your truth. Find a support system that can encourage and motivate you to fight for your dream.
Herscu & Goldsilver
Acknowledge your own faults
People will always remember what you didn't say. Be willing to forgive and forget what you do because people naturally want to forgive and forget—but it's hard to forgive someone who hasn't acknowledged their own faults. We're naturally empathetic to those who show remorse. Same goes for companies. Silence is deadly.
Set clear expectations
When I was just getting started, I was working with a client where I purchased a considerable amount of sample material. The project didn't pan out, which was fine, but I had considerable costs, and we didn't have an agreement to deal with it. We worked it out, but I knew moving forward I needed to lay out the expectations from day one.
Get the big picture right
As CEO, you have to over-communicate, repeat mantras, and regularly talk through positioning and focus—typically team members need to hear it 20 times before it sinks in and it makes sense. Also, get the big picture right and the secondary messaging will follow.
Be mindful of different cultures
Language is not always a barrier, but when it comes to culture, that’s something important to consider when you are doing business with different countries. Things are perceived differently sometimes.
Chelle Albert Interiors
Put everything in writing
When I am communicating verbally with clients and we agree on something, I always follow up later with an email documenting what we agreed upon. It is a great way to verify that my client and I are on the same page, and saves me from costly errors due to miscommunication and bad feelings towards my clients.
Writing is one of the most important ways you communicate with your clients and audience. For entrepreneurs, that means conveying your brand through your website, on email and through social media. Looking to improve your writing skills? Here are nine tools that will help you get your writing to the next level.
1. Know your target audience. Who are you writing for—customers, clients, or staff? Depending on who your audience is, you will want to tailor your language, approach, and tone. For example, if you’re writing for the public, you’ll want to go out of your way to introduce key concepts. 8 Must Read Books That Will Improve Your Business Writing Skills is a great resource for more tips.
2. Be conversational. When writing for potential customers don’t focus on selling to them outright, and avoid any technical jargon they may not understand. Aim for a more conversational tone, and let the customer know how your product benefits them.
3. Don’t rely on hyperbole. It’s tempting to gush about your product, after all, you’re the one who made it. But exaggerating isn’t going to help. Instead of saying something like “we’re the best,” use facts and statistics to convey your point. You can also use testimonials from previous customers.
4. Avoid jargon when possible. Try to avoid buzzwords and business jargon, especially when you write for those outside of your industry. “It can be alienating and can even cost you sales in the long run,” says Naomi P. Wingfield, head writer of Assignment Writing Service, a Sydney-based writing center which offers copywriting and editing services. Write My Paper, or a proofreading tool such as ProofreadBot, can help weed them out.
5. Get to the point and keep it simple. More doesn’t always mean better content. When you’re writing, get to the point quickly. When writing online, stick to around 500 words for an article. Use the active voice, write to inform and avoid flowery language. Prioritize words that best convey your point over more complicated sentence construction
6. Always proofread. No matter how well you write, the odd typo or spelling mistake can slip through. Proofread everything and always use spell check, even in your inter-office emails. If you need help, try Word Counter to highlight spelling mistakes, or Do My Assignment to help you catch grammatical errors.
7. Save templates. If you’ve sent a communication that you feel was one of your best, you can save it. It’s worth keeping a file of templates, as they can help you save time when you need to write something similar for a future client. For example, maybe you’ve written an email campaign for your customers that you felt went really well. Save the template, then you can reword it when it’s time to create the next one, saving a lot of time. You can also use outside services, such as Academized, when you need to write particularly important emails.
8. Don’t forget the call to action. Most content aims to engage the reader. One of the best ways to get a response, or start a conversation, is with a short call to action at the end of a piece of content.
At Creator Awards, Women Entrepreneurs Take Home Top Prizes
Photographers had just finished snapping a few final shots when Elizabeth Lindsey’s phone rang. She quickly ducked over to one side of the room.
“I couldn’t wait to tell somebody the news,” she said to the person on the other end. “You’re not going to believe it.”
Lindsey, the executive director of Byte Back, said a few minutes later that she still couldn’t believe it herself. She had just won the top prize at the kickoff event for Creator Awards. That meant $360,000 for her innovative organization, which provides computer training and career preparation for underserved residents of the Washington, D.C. area.
“This award will help us transform the work we do,” Lindsey said, smiling broadly. “We’ll be able to expand our training so that we can reach more adults and help them move into careers where they earn a living wage.”
Lindsey was one of 25 winners at the Creator Awards, held Tuesday night at D.C.’s Mellon Auditorium. WeWork gave out the prizes, which totaled more than $1.5 million.
The top three prizes, totaling $720,000, all went to organizations run by women. More than half of all the winning companies were founded or cofounded by women.
Adam Neumann, cofounder of WeWork, told the hundreds of people who gathered for the event that he intended the awards to help fund the types of entrepreneurs that aren’t usually recognized.
“Chase your passion, chase your truth, and everything else will work out,” he said to the crowd.
Over the course of a year, WeWork will be giving out more than $20 million at a series of events in cities spanning the globe. Subsequent Creator Awards events will take place in North America, Europe, and the Middle East. The next one is scheduled for Detroit on May 25.
Winners from each event will come together for the global finals, which will be held in New York City on November 30.
There were three categories of Creator Awards, including the Incubate Award for great ideas or specific projects that need funding, and the Launch Award for young businesses and organizations that need a little help getting off the ground. The third, the Scale Award, is for more established operations aiming to get to the next level.
In addition to Lindsey, other Scale Award winners were Kellee James of Mercaris, which works with organic and non-GMO agriculture, and Cristi Hegranes of Global Press Institute, which trains and employs female journalists from around the world.
Hegranes said she’s proud of the dozens of women who’ve become journalists through her organization’s programs.
“I employ 100 women around the world, and that’s what keeps me going day and night,” she said.
Winning the top prize in the Launch Awards was MemoryWell, which tells the life stories of people with Alzheimer’s and other forms of dementia.
“I started off by writing the story of my father, who had Alzheimer’s,” said Jay Newton-Small, the journalist who cofounded the organization. “And when we realized that knowing his story helped his caregivers, we knew this was something that would help others as well.”
Growing up in Guyana, the only thing Inclusion founder Saeed Jabbar wanted as a kid was his own video game console. But that luxury was out of reach for his family, until they moved to Jamaica, Queens when he was about 10 years old.
“Every kid is interested in video games, right?” he asks. “But I wanted to do more than just play around. I wanted to build my own. But it wasn’t that easy. I mean, the internet wasn’t where it is today. You couldn’t just Google about how to build a video game.”
Soon after he moved to the U.S., he taught himself enough code to create his first game. It was the start of a lifelong love affair with technology.
“By the time I was 13, somebody told me I could make money building websites for people,” he says. “And the rest is history.”
Jabbar was bullied as a teenager, so when he was 16, he transferred to a high school across the East River in Manhattan. It wasn’t far away on the map, but it seemed like a different planet.
He began to immerse himself in a world he didn’t know existed: New York’s bustling startup culture.
“I never went to class, really,” he admits. “I spent my last two years dabbling with startups and learning the ropes at tech companies.”
Jabbar realized how valuable his experience could be for all the kids back in Queens.
“The people in my community don’t even know opportunities like this exist,” he says. “I knew if they could learn how to code, it could completely transform their lives.”
That’s when he came up with the idea for Inclusion, a nonprofit that he hopes will help close “the digital divide.”
And Jabbar envisioned teaching more than just coding. His classes would include important business tools like Microsoft Office. He says when it comes to analyzing data, he always teaches Excel.
“This is something that we consider essential for our students,” Jabbar says. “There’s no better way to train for data analytics.”
Jabbar launched his company at the end of 2015. It was an immediate success. At the beginning of 2016, Inclusion partnered with the State University of New York to offer classes in coding.
“We expected it to appeal to young people,” he says, “but the students ranged in age from 20 all the way up to 66.”
And the nonprofit has already attracted the attention of prominent investors.
“We started out with zero budget, just a classroom and a few computers,” Jabbar says. “But seeing the transformation of the people we’ve taught made it worth it. We’ve proven that you can make a difference.”
Photos by Katelyn Perry
In the Home Stretch, Creator Award Finalists Perfect Their Pitch
After leading her nonprofit for a decade, Cristi Hegranes had perfected her pitch. She knew just how to describe her organization’s work to the boards of some of the world’s most prominent foundations.
“We’re trying out some new language, new description, new slides—basically everything,” says the member at WeWork Manhattan Laundry. “This is not the typical foundation types we’re used to pitching to. It’s exciting, and a little bit nerve-wracking.”
Hegranes says the Creator Awards, launched by WeWork to “recognize and reward the creators of the world,” are different because she won’t be pitching to a roomful of people in business suits.
“This will be more like talking with peers,” she says, “people who understand how difficult it is to raise the funding to take your organization to the next level.”
Over the course of a year, WeWork will be giving out more than $20 million at a series of events taking place in cities spanning the globe. The first Creator Awards competition will take place Tuesday at Andrew W. Mellon Auditorium in Washington. D.C.
Subsequent Creator Awards events will take place in North America, Europe, and the Middle East. Winners from each event will come together for the global finals, to be held in New York City on November 30.
Creator Awards finalist Shaun Masavage, co-founder of Edge Tech Labs, is also avoiding the usual type of pitch. His plan for introducing Fret Zeppelin, an eye-catching device that uses LED lights to help you learn guitar, is pretty unusual.
“I think our pitch is going to be pretty good,” says the WeWork Crystal City member. “We’ll try to get one of the judges to come up on stage and teach them guitar in 60 seconds.”
And finalist Thomas Doochin, one of the founders of Daymaker, says he hasn’t even had time to think about his pitch. His company, which helps kids give to others who are less fortunate, was going to relaunch his company on Wednesday with a completely new name, website, and branding.
“First we heard that we were finalists in the Creator Awards,” says the member at WeWork Dupont Circle. “But the event was on Tuesday, the day before our relaunch. So I told the team we had to get everything ready a day early.”
They worked through this past weekend to get the new website up and running by the time Doochin steps on the stage at Mellon Auditorium.
There are three categories of Creator Awards, including the Incubate Award for great ideas or specific projects that need funding, and the Launch Award for young businesses and organizations that need a little help getting off the ground. Arion Long is competing for the Scale Award, which is for more established operations aiming to get to the next level.
Long, founder of a monthly subscription box for feminine health products called Femly Box, says she was visiting family in North Carolina when she heard about the competition. She shot her 90-second video after everyone went to bed.
“I made it at about 2 in the morning,” Long says, laughing. “I was standing in front of a curtain. I had to do several takes, because someone was coughing in the background.”
Long, who had a cervical tumor when she was 26, says she’s excited to share her idea of sending chemical-free products designed to keep women healthier and happier straight to their door.
Santos Jaime Gonzalez, cofounder of an on-demand beauty and makeup service called ManeStreem, says he was “humbled” when he found out that he was a finalist.
“Normally when I get exciting news I send it to the team right away,” says Gonzales, a member at Philadelphia’s WeWork 1900 Market. “I got an email at about 5 in the afternoon, but I needed some time by myself to process the news. At 6 the next morning, I finally sent it out to the team. Of course everyone was jumping around, going crazy.”
What will Gonzalez do if he wins a Creator Award? He says the money will help his company scale quickly, increasing the number of beauty consultants to about 100,000 over the next 12 months.
“We’ve disrupted the beauty industry by making it on demand,” he says. “Now the true disruption happens.”
Darius Baxter is a cofounder of the nonprofit GOOD Projects, which pairs young people from disadvantaged neighborhoods with inspirational mentors. The organization currently works with teenagers who’ve gone through the criminal justice system. He wants to help others as well.
“We don’t want to wait for kids to be locked up to provide them with services,” says Baxter. “This would go a long way in helping us achieve that goal.”
And Kevin White,executive director of Global Vision 2020, says winning would allow him to start a pilot program to provide eyeglasses to high school students in Mozambique.
“Injection molds are expensive, but winning the Creator Awards would mean that we could purchase them and immediately start producing eyeglasses,” says White. “Imagine providing glasses to all the students in an entire country. It would be amazing.”