Founders to Watch Top 10 Pioneering Leaders to Follow in 2023

4. 06. Cover Story William Voorwinden Transforming Facility Management & Aviation Operations for an Enhanced and Secure Future

5. 14. Eugene Tavyev Transforming Workspaces and Empowering Businesses Contents 22. Naviga?ng New Horizons in Branding and Communica?ons Lauren Campbell 30. CxO In the Boardroom: ESG at the Top of the Corporate Agenda - By Frank Aquila Articles Articles From Tradi?onal to Transforma?onal The Evolu?on of Futuris?c Leadership 18. 26. Leading by Example The Key to Influen?al Leadership

7. F of 2023. These aren’t your run-of-the-mill entrepreneurs; they’re pioneers carving uncharted paths, tackling global challenges, and reimagining the very fabric of our world. orget Wall Street wolves and corporate ?tans. The future belongs to the trailblazing founders – the bold minds whose audacity is reshaping landscapes and defining the narra?ve Imagine a founder leading the charge in sustainable agriculture, harnessing technology to cul?vate resilient crops and nourish a hungry planet. Envision another breaking the shackles of tradi?onal finance, democra?zing access to capital and building an inclusive financial ecosystem. Picture a visionary whose AI- powered pla?orm is revolu?onizing healthcare, offering personalized diagnoses and accessible medical care to millions. ilb a l r a T zingMindsBuildingaBoldFOUN n D o i t a These are just glimpses into the breathtaking tapestry woven by these ten pioneering leaders. They’re disrup?ng industries, igni?ng revolu?ons, and challenging the status quo. 2023 isn’t just a year; it’s a canvas being painted by their audacious strokes. Editor’s View But their brilliance isn’t confined to their specific endeavors. These founders are catalysts of change, inspiring genera?ons with their unwavering passion and infec?ous op?mism. They’re proof that innova?on isn’t just about profit margins; it’s about a higher purpose, a commitment to leaving the world a be?er place than they found it. So, keep your eyes peeled on these names. Their journey is far from over. In 2023, they’re not just building companies; they’re building futures. They’re the architects of a world where sustainability thrives, equality flourishes, and technology empowers progress. They’re the founders to watch, not just for their entrepreneurial acumen, but for the revolu?onary changes they’ll unleash in the years to come. This year, the watchlist isn’t about market trends or quarterly reports; it’s about humanity’s next giant leap. Prepare to be amazed, inspired, and perhaps even a li?le bit challenged by these extraordinary visionaries. The future is in their hands, and it’s looking brighter than ever. Have an inspira?onal read ahead! - Preon D. Bannier

10. breadth of experience and cooperating to generate excellent results. When it comes to facility sub-systems, pneumatic operations, and mechanical-electric operations, the INDEN Solutions Group strives to maximize functionality, efficiency, and operational excellence. Shaping the Future of Vital Industries Through Innovation and Safety! I traveling. Even more, it is at stake when it comes to military aviation. It is imperative to safeguard the men and women who serve in the armed services because they risk their lives every day to defend our nations. n every element of our life, safety comes first. We all place a high priority on our health and the health of those around us, whether at work, at home, or while Voorwinden’s primary driving motivation is to deliver functional aviation facilities and safety-focused aircraft support services. Safety is not simply a priority; it is a fundamental necessity in the aviation sector. Knowing that a company’s reputation and people’s lives depend on safety management, INDEN Solutions Group maintains an unshakable emphasis on it. They make sure that commercial and military air transport is safer, more effective, and more dependable by putting safety first. William Voorwinden, the Founder of INDEN Solutions Group Inc., is a visionary leader who is at the forefront of change and innovation in the fast-paced and demanding fields of facility management and aviation. Voorwinden is dedicated to having a positive influence on these industries’ future because of its steadfast belief in the crucial role these sectors play in the world economy. Join us as we explore William Voorwinden’s inspirational leadership and the innovative work of INDEN Solutions Group! The committed maintenance and management of their clients’ most important assets, particularly their Federal Government aviation facilities, is at the heart of INDEN Solutions Group’s mission. Voorwinden and his colleagues are able to ensure the smooth and sustainable operation of these essential resources because they have a thorough understanding of the intricate engineering requirements of these complex systems. Dedication to Safety and Efficiency William firmly believes that Facility Management and the aviation industry play a critical role in the global economy. These sectors are highly challenging and demanding, particularly from an engineering perspective. In his role, William is dedicated to positively shaping the future of these vital industries. The mission is to cater to clients’ needs, with a special focus on managing and maintaining Federal Government aviation facilities. These facilities are considered their most valuable asset, and they allocate their resources to ensure their sustainable operations. Every innovation in facility sub-systems, pneumatic and mechanical-electric operations begin with the idea of improving operational efficiency. They strive to integrate this wealth of knowledge and experience into the final product. William’s ultimate goal is to provide reliable aviation facilities and aircraft support services that enhance the safety and efficiency of military and commercial air travel and transport. Safety is the top priority in this sector, as a company’s reputation is at stake when aviation accidents occur, not to mention the potential loss of human lives. Every project begins with creative thinking or ideas. Voorwinden understands the value of leveraging his team’s COVID-19 Sparks Entrepreneurial Drive William responded with enthusiasm while discussing the inception story, stating that the decision to start a business was influenced by the lockdowns and the COVID-19 pandemic.

11. Founders to Watch: Top 10 Pioneering Leaders to Follow in 2023

12. He believes that entrepreneurs usually have multiple reasons for starting a company, including personal and financial goals. Recognizing the immense challenges involved in starting a business, William acknowledged that those who embarked on the entrepreneurial path during this time must be highly motivated, willing to put in long hours, and resilient enough to overcome inevitable failures. William desired to create a tangible service and take pride in the product generated within the aviation industry. He sought out an intriguing and challenging niche with a high probability of success. It was his intention to make a positive impact by establishing a new company that would improve the lives of individuals and their families. Not only are these aspirations beneficial on a personal level, but they also contribute to the betterment of the business community. Leveraging S-Corp Incorporation When the COVID-19 crisis began, many business owners and aspiring entrepreneurs known to William found themselves at the mercy of macroeconomic factors. Their businesses experienced negative cash flows due to the inability to reduce operating costs. Additionally, the pandemic posed a threat to innovation as access to capital and revenue became scarce for startups. However, these challenges did not discourage William from pursuing his decision to start a company. Once the business was launched and clients began to show interest, William made the strategic choice to file for an S-Corp incorporation, specifically in the State of California. By electing to be taxed under Subchapter S of Chapter 1 of the Internal Revenue Code, the business could enjoy certain tax advantages compared to other corporate structures like C corporations and LLCs. This incorporation type, known as an S corporation, proved to be the most suitable option for INDEN Solutions Group Inc. Considering California’s abundant resources and its concentration of businesses that INDEN Solutions Group Inc relied on, establishing the headquarters in the state made logistical sense.

13. Leadership Skills Insights and Strategies William enlisted in the United States Air Force, specializing in flight-line ground support operations and facilities management operations. During this time, he also attended U.S Military schools, receiving formal training in the aviation career sector. The military’s training instilled in him a sense of responsibility for resources, tasks, and personal conduct. This training focused on developing leadership skills, such as inspiring and motivating others, leading by example, delegating tasks effectively, and providing clear instructions. William’s experience in this highly team-oriented and hierarchical environment fueled his desire to become a business owner. When aspiring to become an aviation facility management entrepreneur, it is essential to acquire the skill of budgeting for a 24/7 operation in this industry. The first step in creating a budget is to establish one or more goals. It is crucial to ensure that the budget is accurate by accounting for all operational expenses, including the Federal Government’s expectations for inflation. Even small expenses like pencils should be included in the budget. Budgets are used by businesses and governments to monitor revenues and expenditures, but you may be more familiar with using a budget to manage your personal finances. As a business owner, categorizing and totaling the monthly expenses anticipated to be paid is crucial. These expenses should then be subtracted from the income to determine how much is available and to develop a plan for allocating the cash flow. Understanding the importance of leadership, he believes that leaders play a crucial role in guiding, inspiring, and motivating individuals to achieve their goals. They possess the skills and knowledge required to make informed decisions and solve problems efficiently. A good leader identifies the strengths of their team members and delegates tasks accordingly. Furthermore, William emphasizes the empowerment of managers, encouraging them to enhance their communication skills and build strong relationships with their government or commercial customers. With these principles in mind, he launched INDEN Solutions Group Inc., aiming to provide exceptional leadership and customer service. Federal Contract Negotiations When it comes to federal contract negotiations and procurement practices, the Federal Acquisition Regulation (FAR) governs the purchasing process of the federal government. This set of rules, which originated in 1947, is complex and extensive. Negotiated contracts offer more flexibility compared to sealed bidding. The Contracting Officer (CO) has the ability to engage in discussions with potential contractors and consider non-cost factors such as managerial experience, technical approach, and past performance. Secrets of Becoming a True Subject Matter Expert A subject matter expert (SME) is known for possessing specialized knowledge in a specific field. William, having acquired competencies through years of practical experience and educational background in facilities management, emphasizes that expertise cannot be solely based on experience in a particular role. True SMEs are individuals who continually learn and specialize in a specific aspect of their job. Having experience in this field, or hiring someone with such experience, can give a contractor an advantage in navigating the process. It is important to note that government contracts include standard terms and conditions known as “Clauses,” many of which are non- negotiable due to regulations. From the Battlefield to the Boardroom William, for instance, has accumulated over 30 years of experience and education in collaborating with architects, mechanical, electrical, and structural engineers, as well as overseeing budgeting and managing maintenance teams for facilities operations. The path to becoming an SME requires years of dedication and concentration, and while the concept may seem simple, putting it into practice is exceedingly challenging. Once the necessary expertise was attained, he began sharing it with others by participating in conferences, speaking engagements, and offering consulting services to friends and family. The first question to consider is whether there are specific skills that can be easily transitioned into starting a business. It is likely that a range of skills acquired in the military can be successfully applied to the new venture. For instance, experience as an electrician or in logistics could prove beneficial. Even if these areas do not align directly with some creative thinking, opportunities to apply and monetize skills can be discovered. Additionally, any other skills obtained prior to joining the military might also be valuable.

14. Visionary Goals for the Future Throughout his military career, he was exposed to working with private Fortune 500 Government contractors and observing their effective processes in receiving positive feedback and providing products to Government buyers. William adheres to a simple, profitable, and safe approach while also embracing new innovative ideas. By establishing realistic business goals, INDEN Solutions group gains a clear sense of direction and ensures accountability within its support teams. These goals, which are specific, measurable, achievable, and relevant, allow the founder to maintain focus and safeguard the business from stagnation. Goal- setting is an ongoing process, requiring small business founders to continuously review and update existing strategies in order to adapt to ever-changing market demands. Transformative Power of Century University According to William, individuals who are educated have a greater likelihood of achieving success in their desired careers or businesses. This implies that the more education one obtains, the wider range of business opportunities become available after graduation. For instance, holding a degree in business management or business administration can lead to various career paths, such as being an accountant, financial advisor, research analyst, business development manager, or even utilizing these newfound skills to launch a new company. In essence, having a solid educational background does not limit one’s business prospects. Personally, having obtained a Bachelor of Sciences degree in Business Administration and having undergone military training, these two experiences have instilled in him the confidence to pursue his personal goals. Being an educated individual allows you to leverage the knowledge, skills, support network, and work ethic developed during your academic journey or, in his case, gain additional business skill sets through military service. Regardless of the chosen career path, education is undoubtedly a crucial component in achieving one’s desired life goals. INDEN Solutions Group Inc. views goals as resolutions aimed at achieving sustained profitability and delivering exceptional customer service support. Whether in the form of short or long-term contracts, the company strives to clearly communicate its objectives to its support staff. Setting short-term goals that align with long-term goals is a crucial factor in achieving success and profitability. By considering short-term goals as milestones on the path to larger objectives, businesses can effectively manage processes without losing sight of the overall vision. Having well-defined goals provides a sense of purpose to daily tasks and enhances decision-making within the company. Raving Rewards With a business tenure of just over three years, the importance of customer satisfaction is undoubtedly ingrained in your mind. However, maintaining a delicate equilibrium between delivering new prospects, generating leads, and garnering recognition from existing clients can prove to be challenging. Often, companies fail to allocate the necessary focus, time, and effort toward their current customers. As businesses grow, their priorities tend to shift toward scalability, processes, and acquisition, inadvertently causing them to become more distant and impersonal toward their customer base. William always emphasizes the significance of prioritizing staff and customer support, as they play a crucial role in the success of your brand. One of their most cherished testimonials, featured on their website, expresses this sentiment perfectly: “Outstanding partnering effort. Customer rating in Quality Control Planning for JCAHO Standards and Self-Initiated Improvements are scored at 100%” - Department of Veterans Affairs client, Palo Alto, CA.

16. Eugene Tavyev Transforming Workspaces and Empowering Businesses Bridging the Gap Between Traditional Office Leasing and Flexible Work Environments! I a young startup that’s changing how we think about workspaces. , , n the world of business, new ideas drive change, and ambitious individuals push limits. Eugene Tavyev embodies this spirit. He’s the brains behind Spacepool, Our vision involves building a platform that not only optimizes space usage but also generates fresh opportunities and enriching experiences for individuals and businesses alike. , , Spacepool isn’t just a regular marketplace; it’s like a guide helping companies find flexible workspaces nearby. But it doesn’t stop there. It’s also a handy tool for companies and landlords who want to make the most of their spaces. That means they can save money by using spaces that might otherwise go unused. This story shows how fresh ideas can make a real difference. Startups like Spacepool help companies adapt to a changing world. Come along as we explore Eugene’s journey—a story of passion and innovation driving change, shaping industries, and creating new opportunities. Back then, there were no user-friendly marketplaces available, only agencies with an online presence, but even they didn’t provide clear availability and pricing information. At Spacepool, our mission is to revolutionize how people discover and use shared spaces. We’re working towards a world where anyone can easily access unused or underutilized spaces for various needs like co-working, events, and creative projects. By bridging people with spaces, our goal is to encourage collaboration, creativity, and community growth. Our vision involves building a platform that not only optimizes space usage but also generates fresh opportunities and enriching experiences for individuals and businesses alike. Below are the highlights of the interview: Can you tell us about your background and what led you to become a founder? I started my career on the agency side of things before moving to the commercial property development world. My desire to make a meaningful impact and challenge the status quo inspired me to take the leap into entrepreneurship and establish my venture. What inspired you to start your own company, and what is the mission or vision behind your company? How did you identify the problem or need that your product/service solves, and can you provide an overview of your product/service and how it differentiates from others in the market? I was inspired to start my own company because I wanted to make office environments more accessible to the public. 14 October, 2023 www.insightssuccess.com

17. Identifying the problem was a result of personal experience and observation. I noticed the struggle people faced in finding accessible and affordable office spaces. Traditional agencies had a digital presence, but the lack of transparent availability and pricing made the process frustrating. This drove me to create Spacepool, a user-friendly platform that connects individuals and businesses with shared spaces. Our platform allows space owners to list their unused or underutilized spaces, while seekers can easily browse, book, and pay for these spaces online. What sets us apart is our focus on simplicity and transparency. We provide real- time availability and straightforward pricing, empowering users to make informed decisions effortlessly. Additionally, our emphasis on fostering collaboration and community differentiates us from others in the market. We’re not just about space; we’re about creating meaningful connections and opportunities in dynamic environments. What were some of the biggest challenges you faced when starting your company, how did you overcome them, and how did you go about building your team and finding the right people to join your company? Eugene Tavyev CEO/ Founder Spacepool Starting Spacepool came with its share of challenges. One major hurdle was breaking into a market that lacked a streamlined solution for shared spaces. Convincing space owners to list their properties on our platform required overcoming skepticism about a new approach. To tackle this, I focused on illustrating the value proposition—how Spacepool could boost its income while minimizing its efforts. Building a team was equally crucial. I sought individuals who shared our vision and were adaptable problem-solvers. Networking events, industry seminars, and online platforms proved helpful in identifying potential team members. Assessing their alignment with our mission and their expertise in relevant fields ensured we had a well- rounded team. Finding the right people also meant recognizing that cultural fit was paramount. Collaboration and innovation thrive in an environment where team members align with the company’s values and ethos. Regular team meetings, open communication, and a supportive work culture further solidified our team’s cohesiveness. we progressed, I explored angel investors and participated in pitch events to raise seed capital. Crafting a compelling pitch deck that highlighted our unique value proposition, market potential, and growth strategy was key to capturing investor interest. The path to securing funding can be as diverse as the entrepreneurs themselves. It’s like navigating a maze – you can anticipate twists and turns, but the experience will ultimately be your own. How do you approach marketing and promoting your product/service to reach your target audience, and can you share any success stories or milestones that your company has achieved so far? Our marketing approach is grounded in a two-pronged strategy: digital presence and community engagement. We leverage social media platforms, targeted online advertisements, and search engine optimization to enhance our visibility among our target audience. By utilizing data- driven insights, we’re able to tailor our messaging to resonate with potential users seeking shared spaces. What strategies did you use to secure funding for your company, and what advice would you give to other founders seeking investment? Securing funding was a dynamic journey that involved a mix of strategies. Initially, I utilized personal savings and support from family and friends to kickstart Spacepool. As 15 October, 2023 www.insightssuccess.com

18. In terms of success stories, we’re thrilled by the growing number of spaces listed on our platform, which signifies increasing adoption from both space owners and seekers. shape the future of shared spaces. By integrating lessons from our pivot, we’re creating a culture that’s not only innovative but also adaptable to whatever challenges lie ahead. What is your long-term vision for the company, what steps are you taking to achieve that vision, and how do you prioritize your time and stay focused as a founder? What role do you believe technology plays in shaping the future of your industry, and how are you leveraging it in your company? Our long-term vision for Spacepool is to become the go-to global platform for anyone seeking shared spaces, transforming the way people access and utilize these environments. We envision a world where our platform seamlessly connects individuals, businesses, and communities with a vast array of spaces, fostering collaboration, creativity, and innovation on a global scale. Prioritizing time and maintaining focus as a founder can be a challenge, but I’ve found a few strategies effective. Setting clear goals and breaking them into smaller, actionable steps keeps me aligned with our company’s trajectory. Technology is a pivotal force in shaping the future of the shared spaces industry. It’s revolutionizing how spaces are discovered, booked, and utilized. With the rise of digital platforms, individuals and businesses now have the convenience of accessing spaces that were previously underutilized or overlooked. Moreover, technology enables real-time availability updates, streamlined booking processes, and enhanced user experiences, which are crucial for driving adoption in this rapidly evolving landscape. At Spacepool, we’re deeply immersed in leveraging technology to transform the industry. Our platform integrates cutting-edge tools for space discovery, booking management, and secure online payments. We invest in data analytics to provide valuable insights to both space owners and seekers, enabling informed decisions. What are some important lessons you’ve learned along the way, what advice would you give to aspiring founders, and how do you foster innovation and creativity within your company? Please give us a few testimonials from your clients and awards or recognition that accurately highlight your achievements in the corporate niche. Throughout my journey, I’ve gathered valuable lessons, and a pivotal one emerged when COVID hit. The pandemic forced us to adapt swiftly and creatively. We pivoted Spacepool into offering on-demand workspaces such as day passes and day offices. This adjustment was crucial as it addressed the immediate needs of remote workers and businesses seeking flexible solutions. Interestingly, before the pandemic, such on-demand options were virtually nonexistent in the market. To aspiring founders, I would offer a few pieces of advice: “Extremely efficient team, very responsive and helpful, and I had managed to confirm a last-minute office space for my team within 24 hours. We used this space over three days, and the staff was extremely friendly and helpful. The space was lovely, clean, and spacious.- Rosie A. - Director at Clinic-All Services” “The platform was easy to use, and used the chat when I was unsure of anything - super quick and easy. - Eleanor, Operations Executive at Recruitment agency Vertical- Advantage “Very good and easy-to-use platform for finding coworking places - everything was working fast and reliably. Definitely will be going back. - Patryk W., Freelancer” • • • Embrace calculated risks Seek a supportive network Maintain persistence Additionally, the lesson from our pivot is clear – flexibility is paramount. The ability to swiftly modify your approach based on changing circumstances can make or break a business. Fostering innovation and creativity within my company has taken on a new dimension post-COVID. Our experience during the pandemic highlighted the importance of being agile and responsive. We continue to prioritize cross-functional collaboration, empowering our team members to contribute fresh ideas. We also encourage exploring emerging technologies and trends that could 16 October, 2023 www.insightssuccess.com

20. The Evolution ofFuturistic Leadership L to the dynamic and forward-thinking approach of transformational leadership, the journey reflects the shifting paradigms of our ever-changing world. In this exploration, we delve into the metamorphosis of leadership styles, tracing the trajectory from the conventional to the futuristic. eadership, a timeless concept, has undergone a fascinating evolution over the years. From traditional models rooted in hierarchy and authority Coined by James V. Downton in 1973 and later popularized by James MacGregor Burns, this approach marked a departure from the traditional command-and-control model. Transformational leaders are visionaries who inspire and motivate their teams by fostering a sense of purpose and shared values. They encourage creativity and innovation, breaking away from the conventional mold to embrace change. This leadership style is characterized by a strong emphasis on communication, collaboration, and personal development. Traditional Leadership The traditional leadership model, entrenched in history and deeply rooted in command-and-control structures, prevailed for centuries. This model was characterized by a clear hierarchy, where decisions flowed from the top down, and authority was centralized. Leaders were often seen as figureheads, embodying power and control. The focus was on maintaining stability and order within the organization. The Core Tenets of Transformational Leadership Visionary Thinking Transformational leaders are forward-thinkers who articulate a compelling vision for the future. They inspire others to see and believe in this vision, creating a shared sense of purpose that transcends individual tasks. While this model served its purpose in a different era, marked by industrialization and rigid organizational structures, the evolving landscape of the modern workplace demanded a more adaptive and visionary form of leadership. Inspiration and Motivation Unlike traditional leaders who rely on authority, transformational leaders motivate their teams through inspiration. They foster a positive work environment, encouraging creativity and empowering individuals to contribute to the organization's success. Transformational Leadership As the complexities of the business world expanded, a new leadership paradigm emerged – transformational leadership. 18 October, 2023 www.insightssuccess.com

21. From Tradi?onal to Transforma?onal involves navigating the complexities of the digital landscape, understanding emerging technologies, and harnessing them to drive innovation. Individualized Consideration Acknowledging the uniqueness of each team member, transformational leaders provide individualized support and coaching. This personalized approach enhances employee engagement and contributes to professional growth. Data-Driven Decision Making The availability of vast amounts of data has reshaped how leaders make decisions. Futuristic leaders employ data analytics to gain insights, inform strategic decisions, and optimize organizational performance. Intellectual Stimulation Transformational leaders stimulate intellectual curiosity and creativity within their teams. They encourage employees to think outside the box, challenge assumptions, and contribute innovative ideas. Remote Leadership The rise of remote work, accelerated by technological advancements, requires leaders to adapt their management styles. Futuristic leaders embrace virtual collaboration tools, prioritize effective communication, and cultivate a remote-friendly organizational culture. Charismatic Leadership Transformational leaders often possess charismatic qualities that draw others toward their vision. Their energy and passion inspire confidence and commitment among team members. Artificial Intelligence and Automation The integration of artificial intelligence and automation reshapes traditional job roles and tasks. Futuristic leaders embrace these technologies to streamline processes, enhance efficiency, and unlock new possibilities. Adaptability and Flexibility In a rapidly changing business landscape, transformational leaders embrace adaptability and flexibility. They are open to new ideas, willing to learn, and quick to pivot in response to emerging challenges. Cybersecurity Leadership In an era of increasing cyber threats, leaders must prioritize cybersecurity. Futuristic leaders invest in robust cybersecurity measures, educate their teams on best practices, and stay vigilant to protect organizational assets. The Integration of Technology The evolution of leadership is intricately tied to technological advancements. In the digital age, where information moves at the speed of light, and global connectivity is the norm, leaders must harness the power of technology to drive organizational success. The Role of Emotional Intelligence Futuristic leadership places a premium on emotional intelligence (EI) – the ability to understand and manage one's own emotions and navigate the emotions of others. Digital Leadership Futuristic leaders leverage digital tools not only for operational efficiency but also as a means of communication and collaboration. Digital leadership 19 October, 2023 www.insightssuccess.com

22. This aspect of leadership is critical in building strong relationships, fostering collaboration, and creating a positive organizational culture. Self-Awareness Futuristic leaders cultivate self-awareness, understanding their strengths, weaknesses, and emotional triggers. This self-awareness forms the foundation for effective leadership. Empathy Empathy is a cornerstone of futuristic leadership. Leaders who can empathize with the experiences and perspectives of their team members build trust and foster a collaborative and supportive work environment. Effective Communication Clear and empathetic communication is essential for futuristic leaders. Whether delivering a vision for the future or navigating challenges, effective communication builds understanding and alignment within the organization. Conclusion The evolution of leadership from traditional to transformational and now to futuristic reflects the dynamic nature of the business landscape. Futuristic leaders, armed with a transformative mindset, leverage technology, data, and emotional intelligence to navigate the complexities of the modern workplace. As we stand on the precipice of continuous change, the role of leaders will continue to evolve, shaping the future of organizations and industries alike. Embracing this evolution is not just a choice but a necessity for those who aspire to lead in the ever- accelerating march of progress. 20 October, 2023 www.insightssuccess.com

24. T he only sure thing about luck is that it will change; the rest depends on hard work and dedication. From strategic thinker to creative genius, Lauren Campbell’s unwavering commitment is transforming businesses at Common Media Group. As a Founder of an organization that specializes in building a blueprint, Lauren believes in word-of-mouth branding and understands the role played by each member of the company. As a leader who trusts in her own abilities, we knew the time is right to interview Lauren for a better understanding of what is truly needed to become a leader. Below are the highlights of the interview: with some to find their voice, others to find their path, and a few to create their imprint. Can you tell us about your background and what led you to become a founder? What inspired you to start your own company, and what is the mission or vision behind your company? To be honest, I had always wanted to pave my own path and was quite set on that since I was a child. I always tended to “Dream big.” Before I realized that dream could potentially be a reality again, I worked my way up through PR agencies and talent management groups for about 5 years. I worked with a variety of accounts within lifestyle, entertainment, and hospitality. The talent managed were those creatives, athletes, and influencers that fuelled most PR strategies I previously worked with. Working from various positions and perspectives taught me to see the value in mutual agreements, what it means to both parties and, most importantly, what each can learn from each other to be able to create something that propels forward. Impact. I was inspired by the opportunity to utilize the tools that were given to me through years of professional experience to assist in the bigger picture of someone else’s story, vision, and purpose. I work with my heart; the heart is what will always inspire me. The vision behind CMMN is to be the common denominator our clients need in order to create their blueprint to success. Intentionally, we help others shape their stories, build their awareness, and strategize their way into the bigger picture. How did you identify the problem or need that your product/service solves, and can you provide an overview of your product/service and how it differentiates from others in the market? CMMN is a pandemic birth. The product of being unemployed after taking a blind leap. During a time of such chaos, I worked individually with creatives I had connected with over the years to bring their visions of the present moment to life. Now, here we are 3 years later, working 22 October, 2023 www.insightssuccess.com

25. This depends on the market, but in Canada, where we are primarily located, there is no company that offers these services to independent artists, creatives, and visionaries. Where you are assisted in mapping out the story behind the brand/launch, from earned media strategy, paid media strategy, and influencer strategy to brand partner alignment. We quickly became extensions of teams, which was the intention, versus a transactional-based business. CMMN is the niche of knowledge and experience, or what I like to call the resume and the journey, that I think most creative entrepreneurs need when they are starting out and global conglomerates need when connecting to their target markets. What were some of the biggest challenges you faced when starting your company, and how did you overcome them, and how did you go about building your team and finding the right people to join your company? Balance and trust. These challenges are ones that I work with daily. When you work in an entertainment-focused business, it is easy to follow the ego and start to constantly chase and feel like things need to grow quickly. The balancing act between moving the needle forward consistently and racing forward without intention was my biggest challenge, one I am proud to have overcome. The challenges of trust and building a team go hand-in-hand. I have learned a great lesson of discernment and confidence when it comes to finding a true partner as a female in this business. However, I keep an open mind and allow myself to attract those who are passionate about the work they do. Those who work with me are just as intentional about what they do; they enjoy seeing others succeed and are dedicated to the purpose of their work. I have an amazing couple of girls who work with me, and they, too, will become pioneers in their own ways. Hopefully, at CMMN, of course! CMMN Media Group I’ve learned to be patient that during the first couple of years, the only guarantee is change, and everything that can change will. What strategies did you use to secure funding for your company, and what advice would you give to other founders seeking investment? Work hard. As a company that specializes in building a blueprint, scaling a narrative, and developing an impact, I’d say trust from clients on a word-of-mouth basis is important. Worry about the quality of work you do before running to find funds. I am a big believer in understanding each position played when building the foundation of a business like CMMN. It goes back to the part I spoke about chasing without intention. I’ve learned to be patient that 23 October, 2023 www.insightssuccess.com

26. during the first couple of years; the only guarantee is change, and everything that can change will. I’m also a fan of leverage and think that if you can trust in your own abilities, you will know when the time is right to secure funding with a better understanding of what it is you truly need. boutique group of intentional yet resourceful storytellers, problem solvers, and blueprint builders. I have a disciplined schedule that keeps me in flow with my work/life balance, and I practice daily meditation that further trains my mind to compartmentalize and hone in on one “bigger picture” at a time. I don’t pressure myself like I used to when it comes to time; it is just an illusion, and when you are working with such delicate yet creative initiatives, I don’t believe in 9-5; it is 24/7; just make sure you don’t miss the deadline! Those who are funding you must believe in you, not just see the idea you have because, like we said before, the only guarantee is change. How do you approach marketing and promoting your product/service to reach your target audience, and can you share any success stories or milestones that your company has achieved so far? What are some important lessons you’ve learned along the way, and what advice would you give to aspiring founders, and how do you foster innovation and creativity within your company? Organically. In its growth stages, I really relied on word-of- mouth validation to market what we do, like earned media, which was important to our validity and the foundation of what I was building. I needed people to trust in what I could offer in order to be the extension I wanted CMMN to be. Being connected to the right people and having the brand associated with the right clients was key as well. Spend just as much time working on yourself to become the person you aspire to be as you do building the business you want to run. You will be surprised how intertwined they both are. The flame of creativity and innovation can easily be put out by your boss or your environment. Providing an agile work environment gives those I work with space to breathe and create their own professional self. I am very open with my tactics and strategies to how my own creative process works, and I aim to inspire others on my team or whom I work with to trust their own creative voice. I refrain from hiring people just to execute tasks. So far, we have been able to work with some pretty successful clients and achieve great things. Partnering with major labels like Universal Music, Warner Music, RedBull Records, and a tour press run for global charting artist SAINt JHN in the company’s first couple years. This year, we were able to partner with the global lifestyle conglomerate PUMA, running their national campaign for Hip Hop 50. Collaborating with the old school and the new school community leaders. One of our artists hit her first million streams and was able to secure funding for her debut project coming in 2024. There really is a lot to be proud of, but it is mainly the gratitude from clients when they feel like they have achieved their goals that marks milestones for me. What role do you believe technology plays in shaping the future of your industry, and how are you leveraging it in your company? Technology shapes our industry on both ends: the working end and the target audience end. With apps and ChatGTP taking over the curation and distribution of, let’s say, press releases and pitches. The social media addiction by the audience just makes room for more innovative ideas to catch and hold the attention. What is your long-term vision for the company, and what steps are you taking to achieve that vision, and How do you prioritize your time and stay focused as a founder? We utilize platforms and extensions to make our jobs easier when it comes to pitching and research, of course. However, personal touch can never be replaced when a job requires strategy, theory, tactics, and creativity. It can only be an added tool. No one’s mind is the same, and that’s what creates the niche within the product that really takes off or the campaign that truly leaves an impact. Long-term, I see CMMN housing global brands to position themselves and their awareness appropriately into the North American market, much like what I used to collaborate on previously in my career. I see CMMN assisting many different creatives, artists, and entrepreneurs on their path to success on a global scale. I see CMMN forever being a 24 October, 2023 www.insightssuccess.com

27. T E S T I M O N I A L “PUMA has had the pleasure to work with Lauren and CMMN on a number of occasions, and it speaks for itself as to why we keep working together. We’ve been able to work together on a number of projects and bring together a number of partnerships for the PUMA brand. Lauren has a drive and passion for what she does that allows her to make huge strides forward and to think outside the box. Her innova?on and ability to assess the projects in front of her and build something for her clients that is perfectly tailored to what they need are second to none. She listens to her clients and allows them to be a part of the process to bring the best possible outcome forward.” Juan Seclen - Marke?ng Manager, PUMA Canada “Our experience working with Lauren has been nothing short of excep?onal. Her dedica?on, a?en?on to detail, and ability to secure valuable media coverage have greatly contributed to our growth and success. Her warm and collabora?ve character complements Lauren’s professional excellence, which made working with her enjoyable.” - Buk Nkosi, CEO of Chaos Club Digital/ CEO of Wonderchild Records In life, we have the privilege of mee?ng and experiencing different people. Some are there only for a moment, and some are there forever. Lauren is my forever friend, mentor, manager, and soul sister. As an ar?st, I have a very unconven?onal way of living and thinking, and not everyone understands and/or relates to it, which is fine, but I tend to feel like a lone wolf in this world because of it. Mee?ng Lauren felt like mee?ng myself in a different body. I felt she had pure inten?ons just by hearing the way she spoke and viewed the world. I immediately knew I could trust her. She has helped elevate my sound, my mind, my soul, and my life. She is also very efficient when it comes to business and reliable, which is important to me so I can stay on top of everything. She has been very consistent with me since we started working together in 2020, and I am eternally grateful to have a strong woman like her by my side. I know we will accomplish a lot and change the world together for the be?er. - Shanuka Sai - Singer/Songwriter I feel very lucky to have been working with Lauren throughout my career. Not only does she lead with integrity and passion, but she also creates a crea?ve and mindful space for employees to flourish. As an intern, I was treated with the utmost respect, which cul?vated a safe space for me to learn and thrive. Now, Lauren is more than a boss to me. She is a mentor and role model, a shining example of constantly striving for be?er professional and personal growth. - Lucy McGilly - Account Coordinator, CMMN Media Group 25 October, 2023 www.insightssuccess.com

28. The Key to Inuential Leadership 26 October, 2023 www.insightssuccess.com

29. Leading by Example L one principle stands tall - leading by example. This timeless concept encapsulates the essence of effective leadership, where actions speak louder than words. In this exploration, we delve into the intricacies of leading by example, examining its impact on organizational culture, team dynamics, and long-term success. eadership is an art that transcends mere authority; it’s about inspiring and influencing others positively. In the realm of influential leadership, continuous improvement, these traits become embedded in the organizational DNA. A leader’s behavior has a ripple effect throughout the organization. Whether it’s a dedication to ethical practices, a focus on innovation, or a commitment to diversity and inclusion, the leader’s example amplifies these values. This, in turn, fosters a culture where employees feel a sense of belonging and purpose, resulting in increased engagement and productivity. Setting the Tone Enhancing Team Dynamics Leading by example begins with setting a precedent. A leader’s behavior becomes the blueprint for the entire team. When leaders exemplify the values, work ethic, and principles they expect from their team, they establish a standard that fosters a culture of excellence. This sets the tone for the organization and creates a positive and aspirational work environment. Team dynamics are profoundly influenced by the leader’s actions. When a leader models effective communication, teamwork, and a positive attitude, these behaviors permeate the team. Leading by example creates a collaborative atmosphere where individuals are inspired to contribute their best efforts. Leaders who lead by example become beacons of inspiration. Their actions become a reference point for others, showcasing what is possible and expected. By embodying the ideals they preach, leaders instill confidence, trust, and respect among their team members, creating a foundation for a robust organizational culture. Leaders who roll up their sleeves and work alongside their team in times of challenge or high workload build camaraderie. This shared experience enhances team cohesion and loyalty. Leading by example in terms of work ethic, perseverance, and a commitment to excellence creates a contagious enthusiasm that propels the entire team forward. Building Trust Motivation and Empowerment Trust is the bedrock of any successful team. Leaders who lead by example build trust organically. When team members witness their leader consistently demonstrating integrity, transparency, and accountability, trust flourishes. Trust is a two-way street; leaders must trust their team, and in return, the team must trust their leader. Influential leaders inspire their teams not only through their words but through their deeds. When team members witness their leader overcoming obstacles, embracing challenges, and celebrating successes, it motivates them to do the same. Leading by example ignites a spark of motivation that transcends individual tasks and aligns with the broader goals of the organization. A leader who leads by example earns the trust of their team because their actions align with their words. This authenticity fosters a sense of security and stability, which is crucial for a thriving work environment. In an atmosphere of trust, communication flows freely, collaboration thrives, and challenges are navigated collectively. Moreover, leading by example empowers team members. When they observe their leader entrusting them with responsibilities and providing support when needed, it instills a sense of ownership and accountability. This empowerment leads to increased job satisfaction, professional growth, and a more resilient and adaptable team. Influence on Organizational Culture Long-Term Success and Legacy Organizational culture is the collective personality of a company. Leaders play a pivotal role in shaping this culture, and leading by example is the catalyst for positive cultural transformation. When leaders consistently display values such as resilience, adaptability, and a commitment to Leadership is not just about achieving short-term goals; it’s about creating a legacy of enduring success. Leaders who lead by example contribute to the long-term prosperity of 27 October, 2023 www.insightssuccess.com

30. their organizations. By consistently making decisions aligned with the organization’s values and vision, they lay the foundation for sustained success. The impact of leading by example extends beyond a leader’s tenure. It shapes the leadership pipeline, influencing the next generation of leaders. When aspiring leaders witness the effectiveness of leading by example, they are more likely to emulate these behaviors, ensuring continuity in the organizational culture and values. Challenges and Considerations While leading by example is a powerful leadership principle, it’s not without challenges. Leaders must be mindful of the need for balance and self-awareness. Being overly involved in day-to-day tasks, for example, may inadvertently stifle team empowerment. Leaders must strike a balance between involvement and delegation, ensuring they empower their team while providing necessary guidance. Additionally, leaders should remain adaptable. Leading by example doesn’t mean being inflexible or resistant to change. A truly influential leader embraces innovation, fosters a culture of continuous improvement, and is open to evolving strategies that align with the organization’s goals. In conclusion, leading by example is not just a leadership strategy; it’s a philosophy that permeates the very fabric of successful organizations. Leaders who embody the principles they wish to instill create a positive ripple effect that influences every aspect of the workplace. From building trust and shaping organizational culture to enhancing team dynamics and fostering long-term success, leading by example is the cornerstone of influential leadership. 28 October, 2023 www.insightssuccess.com

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