My entrepreneurial journey began pretty much like any other: with a dream. It was the late 80s and we were living in Florida, surrounded by acres of citrus groves (my husband is a fourth-generation citrus farmer). I was a new mom, pulling my young daughter Natalie through the orange groves, just thinking about the fact that there wasn't any fresh, authentic juices available that I could comfortably serve my baby daughter.
At the time, there were only mass produced, preservative-laden and over-processed juices, all coming from a stable of large, established brands.
My dream was to change that.
I've always been careful about what I eat, truly believing our bodies treat us the way we treat them, and I knew other mothers and families who felt the same way. That morning in the orange groves, I realized that I needed to fill this void in the market, for me and others, and so the dream of Natalie's Orchid Island Juice Company was born.
At first, it was a small operation. I installed two 1,000-gallon stainless steel tanks and a juicer I had picked up from a local producer, founding the company in the back half of a fresh fruit retail store. I had to borrow a nearby butcher's refrigerated truck to deliver our first order, but I made it happen.
Soon I was calling in my brothers to help. All of us were passionate about working our business plan to its fullest and soon demand for our juice was sufficient to expand our operations. We went from two tanks to eight tanks, four employees to almost fifty. We moved into a new location, expanding our sales presence to other states and eventually going global. All the while, we held true to my original vision of supplying our customers with authentic, minimally processed juice made exclusively from fruits grown in Florida.
My dream quickly turned into our family's reality. Natalie's Juice Company was a complete success; we were a hit with customers looking for an authentic alternative to the processed juices offered by mass-marketed brands. I always say, we began producing clean label juice before it was chic.
Now getting to this level hasn't been easy. I faced many challenges in those early days, especially as a female CEO trying to build a unique brand in an industry dominated by men with a corporate culture that hadn't changed for decades.
For many entrepreneurs, the ultimate business goal is getting to an exit strategy: a profitable sale to a larger conglomeration that's been attracted to your financial success. At the time, Natalie's was truly a family-run business. We had done it all—taking no outside funding or even any debts. By this time, the juice industry became interesting to private equity investors, and we were approached by one who saw great value in our business. The private equity firm explained to us that, with their help, Natalie's could reach the next level.
So, in the year 2000, we sold our juice business to a large firm that promised to help us achieve even greater heights.
However, I quickly began to question our decision to sell the company we had worked so hard to build up, especially to people outside of our family. There was an immediate departure from the company's original core values, and we wanted more for the customers who had grown to know and love our brand. These people counted on our brand for their families' nutrition, and all of a sudden that brand wasn't delivering like it used to.
By 2003, we did something most companies don't do—we bought our company back! Once we did, we immediately returned to our original core values and mission: producing the best-tasting, authentic juice on the market.
So, what did I learn from this experience?
Don't Stray Away From Your Roots
When I decided to sell, I still thought I had the company's best interest at heart. The new owners promised to take the enterprise to a new level, a success beyond our wildest dreams. But I should have had confidence in the fact that we ourselves could drive that level of success—and eventually we did! We should never have questioned our abilities or strayed away from the core values that had served us so well.
When You're Passionate, No One Knows Your Business Better Than You
Since growing this business from the ground up, I've been an engaged participant in all aspects of the enterprise, from financing and marketing to R&D and taste-testing. If you truly love what you're doing, don't let anyone try to convince you they know better. Have faith in your choices, especially when they have been working!
Faith, Family and Friends are Your Best Business Partners
None of this journey could have been accomplished without the talent, care and passion of my family and friends. Their support has been a great pillar of strength for me, but without faith in myself I never could have taken the first step towards starting this business. You cannot undervalue any of these factors when making choices in your life.
I had the rare opportunity to correct a misstep in life and take back the company I built and loved. Today, Natalie's is once again a thriving family-owned company. We were recently named to Inc. 5000, which lists the "most inspiring" companies of 2018, and last month we launched a new line of cold-pressed, functional, holistic juices that represent the next generation of the Natalie's brand. The future remains bright, and my experience as an entrepreneur has taught me that an exit strategy is no-good if it takes you away from doing what you love.
We are living in a time when women are rising to new heights which means they are regularly being confronted with the fear of being "too much". For women in business this is pervasive and costly.
A few ways women can be perceived as "too much" are:
Speaking up about their successes and achievements.
Sharing one too many photos of their cute kids.
Telling one too many people about that date night.
Looking a little too good in that swimsuit.
These can lead to being publicly attacked on social media or privately slandered which in turn leads to women dimming their light and walking on egg shells in hopes of avoiding conflict and judgement.
The minute a woman feels it's unsafe to shine she will begin to overthink, worry, and fear how she shows up in the world.
Forgetting to announce the book is done and the interview is live.
Choosing to focus on what's still on the to-do list rather than what's been checked off.
Many female entrepreneurs are subconsciously altering their behavior in an attempt to not attract too much attention to themselves, rather than focusing on allowing authenticity and magnetism to attract their ideal clients and community.
Women are afraid of being criticized, ostracized, and abandoned by other women for simply being who they are. This leads to quite the quantum when being who you are is simplest way to accelerate the growth of your business.
New research shows men are far more comfortable with self promotion than women are. Researchers found that men rate their own performance 33 percent higher than equally performing women. What we know is that self promotion pays off and this is where women are missing the boat.
The world needs more women to step into leadership roles and no longer be intimidated about creating six and seven figure careers.
Here are five ways to release the fear of being "too much":
1. Approve of yourself.
While it feels good to receive outside validation it will never be enough if you don't first appreciate yourself. The key to having a healthy support system is to make sure you are part of it. Being your biggest critic is what your mother's generation did. It's now time to be your biggest cheerleader. Becoming aware of self talk will reveal what belief is ready to be re-wired. Create a simply mantra that affirms how incredible capable you are.
2. Connect deeply to those you serve.
One powerful way to shift out of people pleasing behavior is to get clear on who actually matters to the wellbeing and success of your life and business. Leadership is not about being the most popular, instead it's a decision to be brave for those who can't be. Take a few minutes each day to visualize and meditate on those your business serves and supports. See your future clients moving toward you every time you choose to stand in your power and use your authentic voice.
3. Remember the legacy you wish to leave.
Having your life purpose and legacy in writing is one of the most transformational exercises you can do. Reading this often will keep you focused on what matters. Knowing what you wish to leave in the hearts of those you love most is incredibly grounding. You didn't come here to keep your mouth shut, dilute your truth, or dim your light-you came here to make a difference.
4. Forgive those who have been unsupportive in the past.
The past has a way of informing the future in a negative way when there is unresolved pain. Take a few minutes to get quiet and ask yourself who you have unforgiveness towards or maybe their name came to mind as you read this article. Listening to a forgiveness meditation or writing a letter to the person you are ready to forgive are both simple and effective ways to process and heal.
5. Be part a community of bright, successful women.
Meaningful relationships with others who have similar aspirations is what will keep you out of isolation and playing small. These connections can happen in a networking group, online community or a local Meetup. Thriving in every area of life is depend on you knowing where you belong and being celebrated there. Don't wait to be invited, go actively seek out people and places that support your dreams and desires.
6. Accept you can have it all.
Women have been fed a lie for generations that says, you can have love or money. Decide you can have it all and allow it to flow to you. You can have a successful career and an amazing mother. You can balance motherhood and loving marriage. Don't let anyone write the rules for you. This is the time to create the life you desire on your terms.
7. Celebrate everything!
The fastest way to leave the haters in the dust is to celebrate everything! At the end of each day lay in bed and recall the best moments. At the end of each week, publicly acknowledge and celebrate what's good in your life. Once a month, have a celebration dinner and share it with those who have helped you in the journey. If there's something good happening, talk about it with everyone who will listen!
May you be a woman who chooses to shine so that others may be reminded of all they can be and do.