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Mastering Marketing Strategies in the Digital Age: A Better Lifestyle Podcast Recap

Mastering Marketing Strategies in the Digital Age: A Better Lifestyle Podcast Recap On a recent episode of “A Better Lifestyle” podcast, host Richard Esperance sat down with our CEO, Celina Shands, to discuss the intricacies of marketing strategies in today’s digital landscape. With over 30 years of experience in the field, and owner of three […]

Mastering Marketing Strategies in the Digital Age: A Better Lifestyle Podcast Recap

On a recent episode of “A Better Lifestyle” podcast, host Richard Esperance sat down with our CEO, Celina Shands, to discuss the intricacies of marketing strategies in today’s digital landscape. With over 30 years of experience in the field, and owner of three different companies, including one she sold, Shands offered valuable insights for businesses looking to enhance their marketing efforts.

Here are some of the key takeaways from the interview:

1. Defining Marketing Terms:

Shands clarified the differences between marketing, promotion, and advertising. Marketing focuses on brand positioning and is continuous; promotion and advertising fall under marketing but are also distinct solutions. Promotion involves tactical outreach, including how a business launches and implements various tactics and strategies, whether that includes in-person events, virtual events, and more.  Advertising is a specific method of reaching ideal consumers who want to buy a product or engage with a brand in a specific way. 

2. Customer-Centric Approach:

Emphasizing the importance of understanding your target audience, Shands explained how combining demographics and psychographics can help create effective customer profiles, which maximizes marketing budgets by finding the right target marketing for narrower consumer profiles. Having a customer-centric approach aids businesses in knowing what people think about who you are and what you do because your brand is all about what people think, feel, and say about your business or your organization. 

3. Brand Positioning:

Shands stressed the significance of developing a unique selling proposition and brand promise. She used the example of the Rate Genius website to illustrate effective brand positioning. Rate Genius has both a consumer and a business offering but differentiates between the two effortlessly on both its website and in its branding and marketing. It is clear what their brand promise is, how they enact it, and why one should be compelled to utilize their services.

4. Marketing Fundamentals:

Understanding your positioning, knowing your products and services, and measuring success through key performance indicators (KPIs) are crucial elements of any marketing strategy. Knowing your budget and what goals you want to achieve helps create these KPIs and the strategies and tactics to achieve them. Confirming where your ideal customers are “living” digitally can help craft the areas that a brand will start with and eventually build out from. 

5. Digital Marketing:

While discussing online marketing, Shands highlighted the importance of consistent messaging across all digital platforms and the value of customer testimonials in building trust. With the advent of Generative AI, and more people utilizing their phones to look at websites and interact with brands, it is imperative to make sure your digital footprint is optimized for a mobile-first world. Further, companies must understand how to use AI tools as compliments to their creativity and strategy.  Shands cautioned about AI’s limitations and emphasized the need for human expertise in tailoring content.

6. Campaign Planning:

Shands recommended running campaigns for 3-6 months, with continuous optimization based on engagement and analytics.  It takes anywhere from five to twelve touchpoints to engage a consumer or a prospect with your organization. When thinking about one’s psychology when one makes a purchase, perhaps a car, one is likely going to spend a lot more time researching that high-purchase item. Compared to an impulse decision, such as chewing gum at the checkout counter. 

7. Common Mistakes:

Various products or services are going to require different approaches. When thinking about advertising, it is important to talk about benefits versus features, which is the opposite of most approaches and becomes a big issue when going to market your brand. Not to mention, understanding one’s competitive analysis and what to mirror, but how to also show up differently. Not monitoring ads regularly and skipping the strategic planning phase are also common pitfalls in marketing efforts. If one is not monitoring, then it’s difficult to understand how to retarget or reposition – or whether to stay with the same messaging – during a campaign. 

8. Continuous Learning:

Given the dynamic nature of marketing and rapid technological advancements, Shands emphasized the importance of ongoing education in the field. Everything is dynamic, so you have to keep up with trends in the marketplace, which takes effort. FCM subscribes to the philosophy of teaching you how to fish because there’s so much in the marketing world that changes daily. 

The “A Better Lifestyle” podcast, hosted by Richard Esperance, continues to bring valuable insights from industry experts to help individuals achieve professional success.

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Empowering Brands: Insights from CEO Celina Shands on Marketing and Workforce Development

Empowering Brands: Insights from CEO Celina Shands on Marketing and Workforce Development Full Capacity Marketing’s CEO Celina Shands recently shared her insights and experiences in an interview on “The Path Forward” podcast. With over two decades of experience in marketing and communications, Shands offered valuable perspectives on brand storytelling, workforce development, and education. Shands’ journey […]

Empowering Brands: Insights from CEO Celina Shands on Marketing and Workforce Development

Full Capacity Marketing’s CEO Celina Shands recently shared her insights and experiences in an interview on “The Path Forward” podcast. With over two decades of experience in marketing and communications, Shands offered valuable perspectives on brand storytelling, workforce development, and education.

Shands’ journey as an entrepreneur began early, shaped by her challenging childhood and her sister’s unwavering support. This background instilled in her a passion for work-based learning and mentorship, which are now cornerstones of Full Capacity Marketing’s culture. Her path led her through various fields, including sports medicine and public sector communications, before founding her current company.

One of the most intriguing anecdotes Shands shared was her unexpected encounter with basketball legend Michael Jordan in her youth. This experience taught her valuable lessons about perseverance and leadership that she has carried throughout her career.

Shands emphasized the importance of brand storytelling for organizations, particularly in the education and workforce development sectors. She advised that the key to effective marketing is not just choosing the right medium, but crafting the right message. “You miss the message, you miss the mark,” she noted, highlighting the need for emotional, value-driven storytelling that resonates with target audiences.

For K-12 school districts and other educational institutions, Shands recommended focusing on developing a strong brand story before diving into tactical elements like social media or advertising. She stressed the importance of showcasing how an organization changes lives, rather than simply listing services or programs.

Shands also touched on the evolution of career and technical education marketing. She shared a successful campaign her company ran in California, rebranding “career technical education” to simply “career education” and using the tagline “Find It, Be It” to great effect.

Throughout the interview, Shands emphasized the value of understanding market segments, creating targeted messaging, and using data-driven approaches to build effective brands. She also highlighted the importance of embracing diverse educational paths, including community colleges and stackable credentials, to meet the varied needs and aspirations of students.

As a female entrepreneur, Shands offered advice on finding one’s voice in business and surrounding oneself with a well-rounded team. She advocated for continuous improvement, seeking feedback even when unsuccessful, and being selective about projects and partnerships.

Full Capacity Marketing’s commitment to nurturing the next generation of marketing professionals shone through as Shands expressed enthusiasm for offering virtual internships, potentially collaborating with schools to provide real-world experience in market research and brand development.

Shands’ interview provided a wealth of insights for organizations looking to improve their marketing and communications strategies, particularly in the education and workforce development sectors. Her emphasis on authentic storytelling, data-driven approaches, and adaptability offers valuable guidance for navigating today’s complex marketing landscape.

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Celina Shands: From Workforce Development to Marketing CEO

Celina Shands: From Workforce Development to Marketing CEO On a recent episode of the Business of You podcast, host Rachel Gogos interviewed Celina Shands, CEO of Full Capacity Marketing. Shands shared her inspiring journey from growing up in North Carolina to becoming a successful marketing executive and advocate for workforce education. Shands credits her older […]

Celina Shands: From Workforce Development to Marketing CEO

On a recent episode of the Business of You podcast, host Rachel Gogos interviewed Celina Shands, CEO of Full Capacity Marketing. Shands shared her inspiring journey from growing up in North Carolina to becoming a successful marketing executive and advocate for workforce education.

Shands credits her older sister as an early mentor who encouraged her to pursue education despite challenging family circumstances. Through sports, Shands earned a scholarship to study business and marketing in college. She later moved to California, where she studied sports medicine and holistic health before transitioning into workforce development.

After working in workforce development for several years, Shands founded Full Capacity Marketing about 21 years ago. The agency specializes in marketing for workforce education, economic development, and entrepreneurship programs. Shands was drawn to this niche because of its focus on helping underserved populations access career opportunities beyond traditional 4-year degrees.

Shands emphasizes the importance of understanding market segments and using data to drive marketing decisions. For her clients, which include both public sector organizations and entrepreneurs, she focuses on:

1. Defining the unique selling proposition

2. Understanding target audience psychographics

3. Developing tailored outreach strategies

4. Building thought leadership

5. Leveraging partnerships and community connections

Interestingly, Shands has grown her agency primarily through word-of-mouth referrals and relationship building. She credits speaking at conferences, writing educational content, and showcasing client success stories as key drivers of growth. The company experienced a major breakthrough in its third year with a large Department of Labor contract.

Full Capacity Marketing has been a fully remote company since its inception 21 years ago. Shands credits technology tools and a strong company culture for enabling effective remote collaboration. She values the flexibility remote work provides for both her team and clients.

Celina’s key takeaways for successful businesses include: 

1. Mentorship and education can be powerful forces for overcoming challenging beginnings.

2. Specializing in a niche market can lead to sustainable business growth.

3. Data-driven marketing strategies are essential for both public and private sector clients.

4. Building relationships and providing value through education can be more effective than traditional advertising.

5. Remote work can offer advantages in terms of flexibility, cost savings, and expanded talent pools.

Celina Shands’ story demonstrates how aligning personal passion with business goals can lead to long-term success and positive social impact. Her journey from workforce development professional to marketing CEO offers valuable insights for aspiring entrepreneurs and marketing professionals alike.

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Navigating the Business Landscape: Insights from CEO Celina Shands

Navigating the Business Landscape: Insights from CEO Celina Shands Celina Shands, CEO of Full Capacity Marketing, recently appeared on the Education Career and Beyond podcast to share her entrepreneurial journey and insights on marketing, branding, and career development. With over 21 years of experience running a virtual business, Shands offered valuable advice for aspiring entrepreneurs […]

Navigating the Business Landscape: Insights from CEO Celina Shands

Celina Shands, CEO of Full Capacity Marketing, recently appeared on the Education Career and Beyond podcast to share her entrepreneurial journey and insights on marketing, branding, and career development. With over 21 years of experience running a virtual business, Shands offered valuable advice for aspiring entrepreneurs and young professionals.

Shands emphasized the importance of building strong relationships in business, both in-person and through digital means. She stressed that while technology has changed how we connect, the fundamentals of networking and relationship-building remain crucial. Shands advised maintaining regular contact with clients and contacts, even years after working together, by sharing relevant articles or simply checking in.

The conversation highlighted the value of persistence and tenacity in entrepreneurship. Shands shared her experience of facing numerous rejections before landing her first major contract, encouraging listeners not to give up on their passions despite setbacks. She also discussed the importance of adapting to different work cultures, drawing from her own experience moving from the South to California.

Shands emphasized the role of sports and coaching in developing important life skills like teamwork, perseverance, and leadership. She encouraged young people facing challenging circumstances to seek out mentors and opportunities in athletics or other extracurricular activities to build these crucial skills.

The podcast also touched on the importance of developing an elevator pitch and personal brand. Shands advised young professionals to craft concise, impactful introductions that highlight their passions, experiences, and aspirations, even if they lack traditional work experience. She stressed the value of community service, internships, and other forms of engagement in building a personal brand and gaining real-world experience.

Finally, Shands discussed the critical “soft skills” that are often overlooked in formal education but are essential in the workplace. These include effective communication, eye contact, handshaking, asking clarifying questions, and general interpersonal skills. She emphasized the role of mentorship in developing these crucial abilities.

Overall, Shands’ interview provided a wealth of practical advice for young professionals and entrepreneurs, emphasizing the enduring importance of relationship-building, persistence, and soft skills development in today’s rapidly evolving business landscape.

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Branding Insights for Nonprofits: Lessons from Celina Shands

Branding Insights for Nonprofits: Lessons from Celina Shands As nonprofits strive to make a difference in their communities, effective branding can be a game-changer. Celina Shands recently sat down to share her wisdom on how nonprofits can position their brand to solidify their niche on The Nonprofit MBA podcast. Here are some key takeaways from […]

Branding Insights for Nonprofits: Lessons from Celina Shands

As nonprofits strive to make a difference in their communities, effective branding can be a game-changer. Celina Shands recently sat down to share her wisdom on how nonprofits can position their brand to solidify their niche on The Nonprofit MBA podcast. Here are some key takeaways from the interview:

1. Start with Data-Driven Insights

Shands emphasizes the importance of understanding what people currently think, feel, and say about your organization. Rather than relying on assumptions, gather objective data through surveys, focus groups, and interviews with clients, donors, and staff. This information forms the foundation for your branding strategy.

2. Go Beyond Logos and Visuals 

While visual elements are important, Shands notes that many organizations make the mistake of focusing solely on logos and aesthetics. True branding encompasses your positioning statement, brand promise, and the overall experience you want your audience to have.

3. Align Internal and External Perceptions

Ensure your staff understands and can articulate your mission, vision, and values. Shands suggests asking employees what they think these statements mean to uncover any disconnects between internal understanding and external messaging.

4. Conduct a Competitive Analysis

Examine your top competitors’ branding, online presence, and messaging. Identify gaps in the market and opportunities to differentiate your organization.

5. Develop a Compelling Brand Promise

Based on your data and competitive analysis, craft a brand promise that resonates with your target audience. This should capture what makes your organization unique and the value you provide to those you serve.

6. Tell Authentic Stories

Showcase the impact of your work through client stories. Shands emphasizes the power of letting those you’ve helped tell their own stories, providing credibility and emotional connection.

7. Continuously Evaluate and Adjust

Regularly gather feedback to ensure your brand promise aligns with the actual experience of clients, donors, and other stakeholders. Be willing to adapt your approach based on this ongoing input.

For nonprofits with limited resources, Shands recommends starting with simple steps like gathering client feedback during intake, conducting informal focus groups, and analyzing competitors’ online presence. These actions can provide valuable insights to guide your branding efforts without a significant financial investment.

By taking a thoughtful, data-driven approach to branding, nonprofits can better connect with their audiences, differentiate themselves in a crowded space, and ultimately increase their impact in the communities they serve.

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Entrepreneurship, Remote Work, and Basketball: Lessons from Celina Shands

Entrepreneurship, Remote Work, and Basketball: Lessons from Celina Shands In a recent episode of the Sales and Cigars podcast, host Walter Crosby spoke with Celina Shands, founder and CEO of Full Capacity Marketing. Their conversation offered valuable insights for entrepreneurs and business leaders navigating today’s dynamic landscape. Celina Shands’ journey from athlete to successful remote […]


Entrepreneurship, Remote Work, and Basketball: Lessons from Celina Shands

In a recent episode of the Sales and Cigars podcast, host Walter Crosby spoke with Celina Shands, founder and CEO of Full Capacity Marketing. Their conversation offered valuable insights for entrepreneurs and business leaders navigating today’s dynamic landscape.

Celina Shands’ journey from athlete to successful remote entrepreneur offers valuable lessons for business leaders. By embracing flexibility, fostering open communication, and remaining adaptable, companies can build strong teams and thrive in any environment.

With 21 years at the helm of her company, Shands is no stranger to change. She’s reinvented her business multiple times, most recently expanding into entrepreneurship. Her advice? Keep a close eye on market trends and be willing to reposition your business when necessary.

While many companies struggled to adapt to remote work during the pandemic, Shands has been running a fully remote company for over two decades. This model has allowed her to recruit top talent from across the country and operate more efficiently across time zones.

For leaders grappling with remote team management, Shands offers these tips:

1. Give employees a voice and encourage input from all levels

2. Focus on outcomes rather than when work is done

3. Utilize technology tools like Asana and Slack for communication

4. Hold regular virtual meetings and occasional in-person retreats

Shands is a strong advocate for employee flexibility, believing it often leads to increased creativity and productivity. She sets high expectations for results but doesn’t micromanage when or how work gets done. When faced with lost opportunities, Shands recommends reaching out graciously to understand why and how to improve. This approach can lead to valuable insights and sometimes even future opportunities.

Interestingly, Shands’ business acumen was partly shaped by her athletic background:

– She played college basketball on a scholarship

– Sports taught her valuable lessons about teamwork and perseverance

– In a surprising twist, she once challenged a young, pre-fame Michael Jordan to a one-on-one game in their hometown gym

Shands offers these key takeaways for entrepreneurs:

1. Consider remote or hybrid work models to access wider talent pools and increase efficiency

2. Foster an inclusive culture where all team members feel heard

3. Set clear expectations but give employees flexibility in how they meet goals

4. View setbacks as learning opportunities

5. Stay open to reinvention as markets evolve

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An Inspiring Journey: Interview with Celina Shands, CEO of Full Capacity Marketing

An Inspiring Journey: Interview with Celina Shands, CEO of Full Capacity Marketing CEO Celina Shands shared her inspiring journey from a challenging childhood to becoming a successful entrepreneur in a podcast interview with Famous Interviews with Joe Domino. With over 20 years of experience in brand storytelling and strategic communications, Shands has built a national […]


An Inspiring Journey: Interview with Celina Shands, CEO of Full Capacity Marketing

CEO Celina Shands shared her inspiring journey from a challenging childhood to becoming a successful entrepreneur in a podcast interview with Famous Interviews with Joe Domino. With over 20 years of experience in brand storytelling and strategic communications, Shands has built a national consultancy specializing in helping workforce and education organizations develop relevant brands.

Born and raised in North Carolina, Shands credits her sister as her primary motivator and role model. Growing up in an alcoholic household, sports became her escape, eventually earning her a basketball scholarship for college. This experience taught her the value of perseverance and dreaming big.

Shands’ company, Full Capacity Marketing, has been virtual for 21 years, which positioned them well to handle the challenges of the COVID-19 pandemic. While many businesses struggled, Shands’ team was able to pivot quickly, assisting clients with crisis communication and other pressing needs.

One of the most inspiring aspects of Shands’ work is her commitment to helping underserved populations. She shared a touching story about an adult education school that helped a woman living in a storage unit obtain her high school equivalency and eventually secure a job paying $60,000 a year. These success stories fuel Shands’ passion for her work.

When asked about her proudest accomplishment, Shands spoke about her personal growth. She emphasized the importance of moving from feeling like a victim of circumstances to becoming a whole, empowered individual. At 63, she says she’s the happiest she’s ever been, attributing this to the hard work she’s put into personal development.

Shands offered valuable advice for young professionals, stressing the importance of finding mentors early in one’s career. She encourages creating a supportive network, even if it means building a “chosen family” outside of one’s core family unit.

Looking to the future, Shands and her team are working on exciting projects, including a national campaign called #MoveAheadWithAdultEd, which aims to connect adult learners with educational resources wherever they reside. They’re also preparing to launch an online course for entrepreneurs in the workforce and education sectors, focusing on building relevant brands.

Throughout the interview, Shands’ passion for empowering others shone through. Her story inspires anyone facing challenges, proving that with determination and the right support, it’s possible to overcome obstacles and achieve success.

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Navigating the Entrepreneurial Landscape: Insights from Celina Shands on the Pretty Powerful Podcast

Navigating the Entrepreneurial Landscape: Insights from Celina Shands on the Pretty Powerful Podcast In a recent episode of the Pretty Powerful Podcast, host Angela Gennari sat down with Celina Shands, the founder and CEO of Full Capacity Marketing (FCM). This insightful conversation delved into Celina’s unique journey in entrepreneurship, her passion for education, and the […]

Navigating the Entrepreneurial Landscape: Insights from Celina Shands on the Pretty Powerful Podcast

In a recent episode of the Pretty Powerful Podcast, host Angela Gennari sat down with Celina Shands, the founder and CEO of Full Capacity Marketing (FCM). This insightful conversation delved into Celina’s unique journey in entrepreneurship, her passion for education, and the pivotal role of resilience in building successful businesses.

Angela introduced Celina as a dynamic entrepreneur with a relationship-oriented approach to business. FCM, under Celina’s leadership, specializes in brand storytelling and strategic communications for the workforce, education, and entrepreneurship sectors. With a love for sports influencing her projects, Celina’s FCM has garnered over 75 global awards for building sustainable brands.

Celina shared her nonlinear journey, shaped by unexpected twists and turns. After Hurricane Diana in 1985, Celina moved to California with $50, eventually founding Life at Its Peak, integrating sports medicine into doctors’ practices. Challenges in changing insurance laws led to downsizing, prompting her reinvention through FCM.

Both Angela and Celina highlighted the importance of embracing hardships in entrepreneurship. Celina’s childhood, marked by sports as an escape from an unhealthy home environment, instilled resilience and valuable relationships. Celina discussed the interconnectedness of personal life and business, rejecting the idea of compartmentalizing them. She emphasized the significance of teamwork, growth, and strategy in building a successful company.

The conversation then shifted to the transformative power of education, with Celina recounting her college basketball scholarship enabling access to higher education. Both speakers stressed the importance of resilience gained through personal experiences in entrepreneurship. Celina and Angela touched upon trends in adult education, such as employers valuing skills over degrees, hybrid work models, and the influence of AI. Challenges in starting businesses were discussed, emphasizing the need for mentorship and positive influences.

Both Angela and Celina emphasized the importance of a cohesive brand strategy, including positioning, unique selling propositions, and alignment with mission/vision/values. The conversation explored strategies to cut through marketing noise, highlighting repetitive touchpoints and the value of adding educational content.

The importance of an online presence and leveraging various touchpoints for effective marketing were discussed in detail.

Celina shared her experiences, underlining the significance of communication skills, mentorship, and helping women find their voice in the workplace through personal and professional brand development. 

In the dynamic landscape of entrepreneurship and career development, understanding the distinction between personal and professional branding is essential. Your personal brand encapsulates who you are as an individual: your values, beliefs, experiences, and unique personality traits. On the other hand, your professional brand represents your business identity, including its mission, values, products/services, and reputation in the industry.

Some of Celina’s key considerations for anyone developing a personal and professional brand include: 

1. Authenticity and Connection: Personal branding focuses on showcasing your authentic self, allowing you to connect with your audience on a deeper level. By sharing your personal story, values, and passions, you humanize your brand and build trust with your audience. Building on your personal brand, your professional branding emphasizes the values and goals of your business, aligning them with the needs and preferences of your target market.

2. Visibility and Credibility: A strong personal brand can enhance your visibility and credibility in your industry. When people recognize you as an authority or thought leader in your field, they are more likely to trust your expertise and seek out your products or services. Similarly, a well-defined professional brand communicates professionalism and competence, attracting clients, investors, and strategic partners.

3. Consistency and Coherence: Maintaining consistency between your personal and professional brand is crucial for building a cohesive identity. Your personal brand should complement and reinforce your professional brand, reflecting shared values and aspirations. Consistent messaging across both domains reinforces your credibility and strengthens brand recall among your audience.

4. Differentiation and Competitive Advantage: Personal branding allows you to differentiate yourself from competitors by showcasing what makes you unique. Whether it’s your storytelling ability, innovative thinking, or commitment to social impact, highlighting your distinct qualities sets you apart in a crowded marketplace. Likewise, a strong professional brand distinguishes your business from competitors, clarifying what sets your products or services apart and why customers should choose you.

5. Long-term Growth and Sustainability: Investing in both personal and professional branding lays the foundation for long-term growth and sustainability. As you evolve as an individual and your business expands, your brand should adapt to reflect these changes while maintaining core values and principles. By cultivating a strong brand presence, you position yourself and your business for continued success and resilience in the face of challenges.

While personal and professional branding serve distinct purposes, they are intrinsically linked in shaping your overall identity and impact. By leveraging the power of both, you can create a compelling narrative that resonates with your audience, fosters trust and loyalty, and drives sustainable growth in one’s entrepreneurial journey. 

Celina hopes to see a world where one day, everyone has embarked on the creation of a personal and professional brand and is not only using their unique passions, abilities, and interests in the world but is seen and celebrated for it. 

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Navigating the Remote Workforce and Entrepreneurship: Insights from Celina Shands, CEO of Full Capacity Marketing

Navigating the Remote Workforce and Entrepreneurship: Insights from Celina Shands, CEO of Full Capacity Marketing In a recent interview for the People Explained podcast, Celina Shands shared her remarkable journey from a challenging childhood to becoming a successful entrepreneur. One key aspect of her journey that stood out was her experience in building and managing […]

Navigating the Remote Workforce and Entrepreneurship: Insights from Celina Shands, CEO of Full Capacity Marketing

In a recent interview for the People Explained podcast, Celina Shands shared her remarkable journey from a challenging childhood to becoming a successful entrepreneur. One key aspect of her journey that stood out was her experience in building and managing a remote workforce for over two decades. In this blog post, we delve into the insights Celina provided about remote work, entrepreneurship, and her unique approach to business.

Managing a remote workforce can be challenging, especially in the initial stages. Celina discussed the obstacles she encountered, including the difficulties of speaking at conferences and ensuring efficient communication among her geographically dispersed team. To overcome these challenges, Celina emphasized the importance of having a mindset for remote productivity. She stressed the significance of understanding and embracing the people working for you, acknowledging their strengths, and providing them with the necessary tools and support to succeed.

Celina’s success in managing a remote team can be attributed to her use of technology tools like Slack, Asana, and Zoom, which have enabled automation and streamlined team management. She highlighted the importance of being prepared by creating briefing packages before client meetings and encouraging team contributions and questions during these crucial discussions.

Here are some essential technology suggestions every remote business should consider:

1. Video Conferencing Tools: Platforms like Zoom, Microsoft Teams, or Google Meet enable face-to-face communication, crucial for team meetings, client calls, and presentations.

2. Project Management Software: Tools like Trello, Asana, or Basecamp help teams organize tasks, track progress, and collaborate effectively on projects, even when working from different locations.

3. Instant Messaging and Chat Apps: Slack, Microsoft Teams, or Discord provide real-time communication channels for quick updates, informal discussions, and team bonding.

4. Cloud Storage and File Sharing: Services like Google Drive, Dropbox, or OneDrive allow remote teams to store, access, and share files securely from anywhere, ensuring everyone has access to the latest documents and resources.

5. Collaborative Document Editing: Google Workspace (formerly G Suite), Microsoft Office 365, or Notion enable multiple users to collaborate on documents, spreadsheets, and presentations in real-time.

6. Virtual Private Networks (VPNs): VPNs like NordVPN or ExpressVPN ensure secure access to company networks and sensitive data, especially when employees are working from public Wi-Fi networks.

7. Remote Desktop Software: Tools like TeamViewer or AnyDesk enable IT support teams to troubleshoot and provide assistance to remote employees by accessing their computers remotely.

8. Time Tracking and Productivity Tools: Applications such as Toggl, RescueTime, or Clockify help monitor employee productivity, track billable hours, and manage workloads effectively.

9. Virtual Whiteboards and Collaboration Tools: Platforms like Miro or MURAL allow teams to brainstorm ideas, plan projects, and visualize concepts collaboratively, mimicking the experience of in-person whiteboard sessions.

10. Employee Onboarding and Training Platforms: Solutions like Trainual, Lessonly, or TalentLMS help onboard new employees, deliver training materials, and foster continuous learning in a remote environment.

11. Customer Relationship Management (CRM) Software: CRM systems like Salesforce, HubSpot, or Zoho CRM facilitate customer management, sales tracking, and lead nurturing, essential for remote sales and support teams.

12. Cybersecurity Solutions: Antivirus software, firewalls, and endpoint protection tools help safeguard company data and systems from cyber threats, ensuring the security of remote work environments.

13. VoIP Phone Systems: Services like RingCentral, Grasshopper, or 8×8 provide virtual phone solutions with features like call forwarding, voicemail transcription, and conference calling, enabling remote teams to stay connected with clients and colleagues.

14. HR and Payroll Software: Platforms such as BambooHR, Gusto, or ADP streamline HR processes like payroll management, employee benefits, and performance tracking, even for remote teams.

15. Task Automation Tools: Zapier, IFTTT, or Microsoft Power Automate allow businesses to automate repetitive tasks, integrate different apps and systems, and improve overall workflow efficiency.

Implementing a combination of these technologies can help remote businesses overcome the challenges of distance and create a seamless and productive work environment for their teams.

Celina Shands’ journey from a challenging childhood to a successful entrepreneur is a testament to the power of resilience, mentorship, and a passion for helping others. Her insights into remote workforce management, client relationships, and the value of education provide valuable lessons for aspiring entrepreneurs. Consider implementing Celina’s strategies and principles in your own entrepreneurial journey, and never underestimate the impact of helping others in achieving a happier world.

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