EFOC 2024: Navigating between entrepreneurship and innovation – Essence

On the Authors Stage, the first panel of the day was a conversation with innovators Kendra Bracken-Ferguson and DeRatta Cole Rhodes, moderated by Melissa Noel. Bracken-Ferguson is the founder and CEO of BrainTrust Agency, while Cole Rhodes is the Chief Capital Officer of the Atlanta Braves professional sports team. The conversation focused on the qualities needed to succeed in the workplace and how to lead with resilience when going through difficult times in life.

Career paths are often peppered with moments of perseverance. Bracken-Ferguson said she decided to become a communications specialist at age six when she spotted a publicist while watching TV with her mother. On her desire to become a publicist: “I wanted to be the one writing and giving all the feedback.” She said studying public relations at Purdue University and working at FleishmanHillard were additional milestones in her life. These formative moments gave her the tools to get to where she is today, a serial entrepreneur and communications expert.

Rhodes says she never thought about climbing the career ladder. “It was about thinking step by step,” she said. When it comes to the qualities of a visionary leader, the executive vice president explained that staying true to herself is very important to her. She specifically mentioned that being who she is is a skill she can attribute to her success. Using her voice at this point in her career was also essential.

Having helped build brands and raise $15 million for her company, Bracken-Ferguson says she’s been able to keep going through the tough times thanks to her resilience. “It’s a playground, not a ladder,” she said. Falling down, getting back up and living a life inspired by vision are important to Bracken-Ferguson. When faced with critical decisions, she said she could no longer afford to give up her power. Another tangible asset that has helped her get through tough times is celebrating the good and positive moments.

Before the panel ended, Rhodes shared some sage advice for success. One was particularly important: “Always believe in yourself (and) always use your voice.” Bracken-Ferguson explained that putting forward the things that are important to you will help you get through uninspiring times. “Make the tough decisions,” she added.