In the audio industry where women make up just 5 percent of the overall sector, Charity Hardwick is a boss. Since joining the executive team at Soundcast, Hardwick, the Vice President of Sales and Marketing, has delivered on the company's goals of re-aligning both the go-to-market strategy and branding.
Through deep market analysis, Soundcast has worked to create consumer awareness for its range of weather-resistant portable audio products. Here, we sit down with Hardwick to find out more about what it's like being a woman in tech, and how she's setting the stage to take Soundcast into the future.
What attracted you to Soundcast?
Music is the soundtrack of our lives. Who we are, who we want to be. I grew up singing in church, listening to hip hop, everything from EDM to John Mayor. I'm a chameleon. Women are chameleons. I'm in this mood performing this function. What song is my inspiration? What song is going to make me walk into this business meeting and slay it?! When I really need a pick me up, I throw on a song.
You've explored several career paths, and served in the military. How did your background prepare you for your work?
I started my career in the 90's in the military. I joined the army because my parents had no money for college. I gained a lot of experience in operation management, but they didn't teach me enough. I started working for a high financier going to college, going part-time as a mom for 12 years. I didn't know what I wanted to do. I was studying physics, with a strong empathy for women in sciences.
I was going on this journey where I couldn't figure out my purpose. By 2002, I'd done three associates worth of work. My mind was made up. I started foreclosure reality and worked on the big merger. That burnt me out. Then I had a head on car collision in New Zealand. I was in the hospital for several months reconstructing my leg, re-growing bone. It was physical obliteration and I was in a wheelchair for six months. I couldn't work 15 hours a day, so I went back to school. I wanted to be an executive in an advertising company. I spent three years going through physical therapy, double majoring in advertising and graphic design.
Then I moved into marine sporting goods, taking on outdoor products. Still, I had a passion for research, couldn't take my analytical background out of my soul. Coming into business strategy consulting was a combination of education and experience in journalism, physics, advertising, and graphic design. I went on to strategic business consulting. I never understood my path until looking back.
Out of that journey of not being afraid to explore and keep learning and changing my mind, came a unique position that I'm in right now: sciences, outdoors, distribution and repping.
What are some challenges you've overcome through your career?
Issues on issues on issues. Any women has dealt with 10 bucket loads of sexual discrimination. Then there's the less offensive, but still frustrating verbal disapproval. I was called abrasive through my twenties by men. I'm sorry is that code for “you're wrong?" Don't take that on. Take it as a sign that you are a strong voice in the workplace.
As women, we are conditioned to modulate. Women need to take negative experiences and ask, “What did this teach me?" Women tend to take on criticism personally. Strong women get more criticism than male counterparts.
Welcome negative critique. Just because someone gives me their opinion, doesn't mean I need to accept it. My truth is not your truth.
Being one of few women in your position, how did you succeed in tech?
By tactfully and strongly pushing my initiatives forward and by not giving up or differing. I am a thoughtful strategist. My decisions are never reckless. I gather information over time, so I never make a decision without substantial information behind it. I assert, “This is the decision we should make." It's because I've been informing myself. The only times I've failed is when I've second guessed myself.
Is career progress getting easier or harder for women in tech?
We all listen to music, but only 5 percent of women are in the music industry. It's gross. Men have been selling us everything. When you're coming up as women and girls in the past, even now, there's always this boys club. If you're going to be really successful, you need to be self-driven. It's myself, my dissatisfaction propelling me forward. You also have to build this wall as a woman in business. What I mean by that is I'm also an empathetic person. I have to consciously say to myself, “Alright. There's this line from business and personal. To preserve who I am at home and in my friendships, and to keep that separate from business, I intentionally allow myself the freedom to be empathetic and softer in my personal life.
How did you deal with mostly male boardrooms?
Women go into meetings and try to out macho the dudes. It doesn't matter what we do when we take that approach. We will always lose because it's fake. Instead of coming to the table with something disingenuous, why don't we come to the table with what's real?
My alternative? Femininity is a power. All the decisions we make lead back to that power. Men don't know what to make of it. Ego is one of men's greatest weaknesses because it's the most obvious thing in the room. When you understand how your dressing affects the meeting, that awareness affects how your meeting goes. Ask yourself, are you harnessing the power of your womanhood? When I get dressed in the morning, I ask myself, “Who am I meeting with? What's their religion? Background? Would this well-tailored pant suit keep their mouth shut longer?" Around men, perhaps I would wear something less threatening because, in his world, that's what you should look like. Make him see you're not trying to take his power. You're not trying to replace him.
One of my favorite things in the world… I go to a meeting and I'll sit there and I won't say a lot. I'll observe the temp of the meeting with powerful men from the eighties, and I'll keep my mouth shut. Two men start talking. They direct their questions to the other men in the room. Their assumption? Maybe I'm a secretary, or from marketing or merchandising. They all get talking. At some point, one of my teammates gets a question, and they turn to me. I can answer those questions confidently. I love the look on their face. The surprise.
I then see the look of respect on the men's faces. I take every interaction in these settings with one man at a time to show them a woman belongs here at the table. I want that future for my daughter.
With so few women to turn to through your career, what have you learned?
We are careful, thoughtful observers and thinkers. We can assess people's' needs. As a woman who's hungry and driven, there is an opportunity today, but it's not something that's assumed. As a woman, comfortable and confident, that's not my natural state. That's something I've worked hard to develop.
A woman shows up, there are things she's received accolades for. Being an admin, multitasking, being sensitive to feelings. In reality, those are the things that make a thoughtful leader. Assessing the needs of people you're working with is essential.
If I'm able to listen, and read people, I can assess their needs and place people in the right position with the opportunity to excel.
In this, women have a distinct advantage. When you understand your skill set with reasoning and rational, you don't have anything to prove. You've only got to prove it to yourself. There's an amount of need to prove myself. What can I achieve?
Tell me about what motherhood taught you about your role in business.
I have a son, and I worked hard for him, providing. But when I had my daughter, I looked into her eyes. That moment, everything changed. What kind of woman do I want her to be? Do I want her to sit in a meeting and take advice from some guy making more than her? Do I want her to sit through meetings run by men? Guys are intentionally putting together activities or bonding things at the exclusion of women. Do I want that for her?
What's next? Future plans?
Technology is changing. Availability of information coupled with changing technology and that accessibility makes it easier for women. As a company, we want to focus on that.
Forward thinking with the ability to understand needs of the company in the future. We are a global brand now. How do we best represent ourselves globally? We are mindful of cultures and diversity of people we're working with, with a proper understanding of market research. We listen to our customers. What do you need from us? Who are you? What's your name? I want for every woman, to find your sound track. Get that kick butt sound track to get you up on your low days.
Personally, I am over the top excited that we are on the cusp of turning the page on not only a new year but also on a new 10-year window of opportunities and possibilities!
You may be thinking, whoa…I am just embracing the fall season…yikes… it is tough to think about a new decade!
Yet it is this groundwork, this forward thought that you put in place TODAY that will propel you and lead you into greatness in 2020 and beyond. Designing a new decade rests in your ability to vision, in your willingness to be curious, in your awareness of where you are now and what you most want to curate. Essentially, curating what's next is about tapping into today with confidence, conviction, and decision. Leading YOU starts now. This is your new next. It is your choice.
Sometimes to get to that 'next', you need to take a step back to reflect. Please pardon my asking you to spend time in yesterday. Those who know me personally, know that I created and continue to grow my business based on enabling the present moment as a springboard for living your legacy. So, indulge me here! True, I am asking you to peek into the past, yet it is only in order for you to bring the essence of that past forward into this moment called NOW.
One of the best ways to tap into what's next is to clarify what drives you. To design a new decade, ask yourself this question about the past ten years:
What worked? What were my successes?
Make a list of your achievements big and small. Don't type them, but rather use ink and paper and sit with and savor them. Move your thoughts and your successes from your head, to your heart, to your pen, to the paper. Remember that on the flip side of goals not attained and New Year's resolutions abandoned, there was more than likely some traction and action that moved you forward, even if the end result was not what you expected. Once you have a full list of a decade's worth of personal and professional accomplishments, think about how this makes you feel. Do you remember celebrating all of them? My guess is no. So, celebrate them now. Give them new life by validating them. Circle the successes that resonate with you most right now. Where can you lean into those accomplishments as you power into the decade ahead?
Now comes a tougher question, one that I used myself in my own mid-life reinvention and a question I adore because in a moment's time it provides you with a quick reconnect to your unique inner voice.
If it were 10 years ago and nothing were standing in your way, no fear or excuses to contend with…what would you do?
Don't overthink it. The brilliance of this question is that it refocuses purpose. Whatever first came to mind when you answered this for yourself is at its core a powerful insight into defining and redefining the FUTURE decade. Bring your answer into the light of today and what small piece of it is actionable NOW? Where is this resonating and aligning with a 2019 version of yourself?
Then, based on your success list and your answer to the above question, what is your 2020 vision for your business and for the business of YOU?
Designing a new decade begins as a collection of 3,650 opportunities. 3,650 blank slates of new days ahead in which to pivot and propel yourself forward. Every single one of those days is a window into your legacy. An invitation to be, create, explore, and chip away at this thing we call life. One 24-hour segment at a time.
While you have a decade ahead to work on design improvements, you have the ability to begin manifesting this project of YOU Version 2020 right NOW. Based on exploring the exercises in this post, begin executing your vision. Ask questions. Be present. Let go of 2019 and the past 10 years so that you can embrace the next 10. Position acceptance and self-trust at the forefront of how you lead you. One choice at a time.
Don't get bogged down in the concept of the next 10 years. Instead position clarity and intention into each new day, starting today. Then chase every one of those intentions with an in-the-moment commitment and solution toward living a legendary life!