IAM1038- Founder Visually Connects Messages to Audiences

Andrea Heuston, founder, and CEO of Artitudes Design have been in the tech industry for over 30 years. Her company, Artitudes Design, is a full-service creative service and experiential design firm that specializes in connecting messages to audiences in a visually impactful way. Andrea is a respected business leader and entrepreneur who is sought after as a board member and a Keynote speaker. She passionately contributes to several nonprofit organizations and has been a prolific voice on women’s and leadership topics in the workforce. In 2020, she started her podcast “The Lead Like a Woman Show” focusing on empowering women leaders to empower others through topical discussions and interviews with female leaders. She is passionate about helping to close the gender gap for women in business. Watch for her new book, Stronger on the Other Side in April of 2021!

• CEO Hack: Ten ten ten habits in the morning
• CEO Nugget: Stop worrying about what people say and listen to your inner voice
• CEO Defined: Steering the ship from behind

Website: https://artitudes.com/

http://leadlikeawoman.biz/

http://andreaheuston.com/stronger-on-the-other-side/

LinkedIn: https://www.linkedin.com/in/andreaheuston/

Full Interview:

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Transcription

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00:07 – Intro

Do you want to learn effective ways to build relationships, generate sales, and grow your business from successful entrepreneurs, startups, and CEOs without listening to a long, long, long interview? If so, you've come to the right place. Gresham Harkless values your time and is ready to share with you precisely the information you're in search of. This is the I AM CEO Podcast.

00:35 – Gresham Harkless

Hello, hello, hello. This is Gresh from the IMCEO Podcast and I have a very special guest on the show today. I have Andrea Heuston of Artitude Design. Andrea, it's great to have you on the show.

00:44 – Andrea Heuston

Thank you. I'm excited to be here, Gresh.

00:47 – Gresham Harkless

Definitely super excited to have you on as well. Before we jumped in, I wanted to read a little bit more about Andrea so I could hear about all the awesome things that she's doing. And Andrea is the founder and CEO of Artitudes Design and has been in the tech industry for over 30 years. Her company, Artitudes Design, is a full-service creative service and experiential design firm that specializes in connecting messages to audiences in a visually impactful way. Andrea is a respected business leader and entrepreneur who is sought after as a board member and keynote speaker.

She passionately contributes to several nonprofit organizations and has been a prolific voice on women's and leadership topics in the workforce. In 2020, she started her own podcast, The Lead Like a Woman Show, focusing on empowering women leaders to empower others through topical discussions and interviews with female leaders. She is a, is passionate about helping to close the gender gap for women in business, and watch out for her new book, Stronger on the Other Side. Andrea, It's great to have you on the show. All the awesome work you're doing. Are you ready to speak to the IMCEO community?

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01:50 – Andrea Heuston

I am ready. Thank you.

01:51 – Gresham Harkless

Awesome. Well, let's do it then. So to kind of kick everything off, I wanted to rewind the clock a little bit. Hear a little bit more on what I call your CEO story. We'll let you get started with all the awesome work you're doing.

02:02 – Andrea Heuston

All right, my CEO story. So I was a reluctant CEO, a reluctant entrepreneur. I had been working at an engineering firm for a number of years. I started honestly, when I was 17 years old. By the time I was 24, I was running the creative services department and I had 6 people working in that team. 1 day my manager called me and said, I need you to lay off your entire team. We've been purchased by a French company and they have a creative department that will be utilizing.

So I was 24, never done anything like this. It was shocking because some of the people on that team were over twice my age and had a lot of experience. So I laid them all off. And the next day I came in and they laid me off and I never saw it coming. So just too young, too inexperienced. 2 days later, my phone rang and this was back with real phone lines. There was no such thing as cell phones back then. My phone rang and the company said, hey, we made a mistake.

We need you to come back and bring 1 of your team members so we can roll out the brand change for the parent company. And I literally said, I'll call you back, hung up the phone, drove myself to the state capitol in Washington, and got a business license. The next day I called them back and I said, yep, I'll come back and I will bring Sandy and you will pay us through my new company. And that's how we started.

03:24 – Gresham Harkless

Awesome, good for you. I definitely appreciate that. And I feel like as somebody who's been laid off, even if you see it coming, it still hurts just as hard. And I love that you took that moment. It sounds like, I don't want to put words in your mouth, but to empower yourself and create that business and give yourself that opportunity to be able to grow and scale from there.

03:42 – Andrea Heuston

Yep, and I borrowed $5, 000 from my grandmother at the time so I could buy myself a Mac computer and the full setup. Back then they were super expensive. I have some business cards. So from there, the rest is history.

03:54 – Gresham Harkless

There you go. The scene was planted and he took off from there. So I wanted to hear a little bit more on what you took off to how you work with your clients and how you serve them.

04:03 – Andrea Heuston

So, you know, a lot of the people in that layoff went to this little tiny software company in Redmond called Microsoft. It was tiny. And in that, yeah, you think so? Maybe. In that process, my phone started ringing because people said, hey, we know you have a business now. We need help with this. We need help with this. So my very first project for Microsoft was Flight Simulator 95 where I came in and did the documentation and the layout of the product book and some of the other stuff that went with it. And we just grew from there.

So it took me about 10 years as a sole proprietor and I was hiring contractors. So I was a contractor hiring contractors And I had 1 particular freelancer who named me as his employer, despite the fact that it was 1099 and I couldn't be an employer. I was the sole proprietor. Well, the IRS came after me because the burden of proof was on me. And he was wanted for child support in 2 states. So they tried to garnish his wages, but he didn't have any wages because he was a 1099 employee. So I ended up paying between fees and fines over $40, 000 because it was at the time when the IRS was cracking down on some of the bigger companies and saying if these people are not employees you have to prove it and I had given software and computers to all my 1099s and so I was labeled as an employer even though I wasn't and had to pay fees and fines.

And so I then incorporated the advice of a very good lawyer and started hiring employees. And we doubled the first year. We tripled the next year. It was super fast-moving. And then we really honed the tip of our spear to be a creative services firm, focusing on anything on the screen behind a speaker, be it one-on-one or one-on-50, 000. So it's been a ride, but we work with Fortune 500 companies, Microsoft, Expedia, Tableau, Cisco, TikTok, and also some mid-market fund companies like St. Michelle Wine Estates is 1 of my favorites.

06:11 – Gresham Harkless

Nice. I definitely appreciate you for sharing that. And I think so many times we don't hear about all the parts of running a business. We hear about the really high highs, but we don't hear about the not-so-high highs or that we kind of go through. But I think hearing that kind of reminds us of how important it is to still kind of keep going and that you've been able to still, you know, achieve that success and we all kind of have those bumps in a row along that process.

06:36 – Andrea Heuston

Yeah, we really do. And we have to realize they're not forever. So I have this theory, I call it failing forward. I'm going to fail, but I'm going to fail forward. So instead of falling down the stairs, my goal is to fall up the stairs. So I just learned something and I move on. And it makes me stronger, better, more creative, and really better at running a business and connecting with people.

06:59 – Gresham Harkless

Yeah. And I think so many times we don't realize that by failing forward, we're using somewhat the same time and same energy we would have if we were wallowing in the mistake that we made. And we don't realize that that time is not going to change but we can change our reaction. We can change how we look at those things. So I love that.

07:17 – Andrea Heuston

Exactly. And that is the whole theme of my book, is I can't change what happens to me. I can only really control how I react and how I move forward from that. And it's really about not being in a victim mentality because I will tell you, my very first employee stole from me. My second business operations manager, the office manager threw a chair at a freelancer and I was hit with a lawsuit. I mean, there are so many lessons I have learned on how to run a business by learning how not to run a business, frankly.

07:48 – Gresham Harkless

Yeah, absolutely. But you get to learn those lessons. And I love, you know, that you put that and share that, you know, in the book. And that's the theme of the book because I think so many times we don't realize that a lot of people reach success, not by doing it all themselves and going at it alone, but by learning from others. So I appreciate you so much for putting that into your book and being able to kind of impart those lessons to us.

08:08 – Andrea Heuston

Thanks, Gresh.

08:09 – Gresham Harkless

Awesome, awesome, awesome. And I wanted to hear a little bit more about your show as well, too, your podcast. Could you take us through a little bit more of what we can listen to there?

08:15 – Andrea Heuston

Of course. I love my podcast. So this was frankly a COVID project. I had been wanting to run a podcast or at least start 1 for about 3 years. And I went away to this Leadership Academy last March. I'm a member of the EO: Entrepreneurs Organization. And so I was with the Leadership Academy in Hawaii the week before the world shut down. And I got together with this group of really supportive women and we were all talking about things we wanted to do and be.

And I said, well, I've been wanting to run a podcast but it's overwhelming because I don't wanna do the editing. I don't wanna do all that crap. I just want to interview, really. And I was referred to a company that runs podcasts. And within 2 weeks, I had hired them. And within 5 weeks, I had my first 4 episodes up. So I have the honor and the privilege of interviewing these incredible women somewhere in their careers, doesn't matter where, but they are focused on empowering other people. And so we're, we're learning from each other in such a way that makes the conversation completely relevant to everybody, but also brings strength.

So I love these women that I interview because a lot of them have been through crap. A lot of them. In fact, most women as a general rule have been through crap if they're in a career and if they're in business in particular, whether they run a business, own a business, or if they're part of a big, big machine. And so it's really fascinating to learn from their lessons. And I end every podcast with the same question. You'll have to listen to hear what it is, but we really get to the core of what somebody's incredible inner power is. It's so fun. I love it.

09:59 – Gresham Harkless

Yeah, absolutely. And I appreciate you for sharing, you know, so much of that gift and that ability to interview and hear those stories because I'm a big believer in a lot of times when we're going through frustrating moments, we feel like we're by ourselves. We feel that there's no light at the end of the tunnel. But by hearing those stories and knowing that I feel like, as you said so well, that empowers everybody to be able to kind of lean into that and continue to keep going.

10:21 – Andrea Heuston

I think so too. It's been a really big gift for me to speak to all these women. I learn something every time I talk to someone new.

10:29 – Gresham Harkless

Yeah, absolutely. So you mentioned the word inner power. So I was going to ask you for what I call your secret sauce. And this could be for you personally or your business or a combination of both. But what do you feel kind of sets you apart and makes you unique in this maybe your inner power?

10:42 – Andrea Heuston

So my inner power, my secret sauce is optimism. And I know that sounds a little bit like Miss Mary Sunshine, but I can always see the silver lining in the cloud. And you know, it's because I've been through so much crap in my own life. And my book highlights some of my stories, but just so you know, I was in a coma for 17 days. I almost didn't make it through. In fact, my husband was told to say goodbye 3 times.

The house that is behind me on the screen burned down and I was there with my kids and had to get them out of a burning house. And just to know there are other stories in there too, but it really is a story of resilience. What I have learned through the years is that because I have that ability to see the positive side and I've been honing that muscle a lot, I am able to help other people see the positive in things too. And so it really is a secret sauce.

11:36 – Gresham Harkless

Would you consider that to be what I would like to call your CEO hack, which can be like an Apple book or habit that you have, but something that makes you more effective and efficient? Is that that book in practice that allows you to do that?

11:46 – Andrea Heuston

Absolutely. So I do something called the 10-10-10 in the morning. So I do 10 minutes of positive reading and I just look online. There's good news.com is 1 of my favorites, but I try to find something positive to read every day for 10 minutes. I do 10 minutes of journaling And what that means is free form. I can write anything I want. I can look at something and start from there. And then I do my journal, or not my journaling, sorry, but my gratitude for 10 minutes.

What it does is it gives me this mind frame of both positivity and abundance. So I had a business coach say to me 1 time, come at everything from a position of abundance and you will always have enough. So on my computer screen, on my mirror, I have a little sticky note that says abundance. And it reminds me that sometimes when I feel like I'm in need, I realize I have plenty. I have enough to keep moving.

12:40 – Gresham Harkless

I want to ask you now for what I call a CEO nugget. So this could be a word of wisdom or a piece of advice. It might be something you would tell a client, or if you happen to be a time machine, you might tell your younger business self.

12:50 – Andrea Heuston

That's funny because there are a lot of things I would tell my youngest business self. But that's the 1 I would focus on really for me, is I would tell myself to stop worrying so much about what other people think, especially in business. Because as a woman who was born in the 70s, I'm a little old, but as a woman who was born in the 70s, I was born into a world of men.

And I was, the business world was men as well. So I have never felt like I was enough. So in order to say to myself, maybe 30 years ago when I was first starting, I would say something like, you need to stop worrying as much about what other people think and listen to your inner voice because it will not steer you wrong.

13:31 – Gresham Harkless

Well, Andrea, I truly appreciate that. And now I wanted to ask you my absolute favorite question, which is the definition of what it means to be a CEO. We're hoping to have different quote-unquote CEOs on the show. So Andrea, what does being a CEO mean to you?

13:44 – Andrea Heuston

Oh, wow. That's a really good question, Grash. So really for me, being a CEO means help steering the ship. I believe that all boats rise with the incoming tide, and that means everybody. So my job as a CEO is to lead from behind. I love the concept of servant leadership. And really I try very hard to serve my people so they can be the best, do the best, and give the best that they absolutely can. So I'm a cheerleader. I'm a cheerleader and I'm a strategist, but I'm not somebody who's bossy and I'm not a micromanager. So really my goal is to lead from behind and make sure that all boats are rising.

14:22 – Gresham Harkless

Andrea, truly appreciate that definition. And I appreciate your time even more. What I wanted to do is just pass you the mic, so to speak, just to see if there's anything additional that you can let our readers and listeners know and of course how best they can get a hold of you. Get a copy of the book, subscribe to the podcast, and find out about all the awesome things that you're working on.

14:38 – Andrea Heuston

Awesome, thanks, Gresh. I'm so excited to be here today. So you can follow me at leadlikeawoman.biz and Lead Like a Woman is on all the channels. We're on Google Play, we're on Stitcher, TuneIn, Apple, and Amazon. So anywhere at all that you can find good podcasts, that's where we are. The other thing is Stronger on the Other Side. It's my new book and it just got published 2 and a half weeks ago on my 50th birthday.

So I'm super excited about it and what's coming next, but you can find stronger on the other side, the power to choose on amazon.com or you can go to my website at andreaheuston.com. Finally, my business is Artitudes Design and our website is Artitudes.com.Thanks, Gresh. I'm super excited to be here and I'm really happy to be interviewed on your show. I've been really looking forward to this.

15:34 – Gresham Harkless

Yeah, definitely. I appreciate you for taking some time out. We will have the links and information in the show notes. Happy belated 50th birthday as well, too. I love that you've been able to kind of publish that book and give out all this awesomeness around your birthday. So that's very exciting. And again, such a great reminder of the work that you do and the permission that we have to kind of be ourselves and lean into that. So thank you so much for all you stand for. And of course, the time you took today.

15:59 – Outro

Thank you for listening to the I AM CEO Podcast powered by Blue 16 Media. Tune in next time and visit us at iamceo.co I AM CEO is not just a phrase, it's a community. Be sure to follow us on social media and subscribe to our podcast on iTunes Google Play and everywhere you listen to podcasts, SUBSCRIBE, and leave us a five-star rating grab CEO gear at www.ceogear.co. This has been the I AM CEO Podcast with Gresham Harkless. Thank you for listening.

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