We had the good fortune of connecting with Jenney Korasick and we’ve shared our conversation below.

Hi Jenney, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
After starting my career and spending 10 years at a financial media publication in Washington, D.C., I moved to LA with my husband and began to consult for personal and lifestyle brands. I was fortunate enough to build a career in Los Angeles that aligned with my own passions in wellness, culinary, parenting and other female-focused verticals. Clients would approach me and say “I need to be making more money” or “help me build/develop these revenue streams”. What I found was, these brands weren’t taking a holistic view of their business or the problems they were trying to solve, assessing their content strategy or overall brand strategy in alignment with their revenue goals. That’s when I knew we had a great solution for both established and emerging brands and this is still the foundation of our business — helping clients connect the dots with authentic storytelling that drives business goals. We’re solving the content strategy and revenue strategy together at once.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
As a boutique agency, we’ve experienced ALL the highs and lows this industry can throw at you. The majority of our business is built on personal brand clients and with that, comes with learning the inner workings of our clients personal lives. Sometimes it’s hard to create boundaries since so much of our work is intertwined with their lives, but as a team we are striving to improve that every day. I also think being a parent has helped me grow and manage our business tremendously — parenting is the ultimate teacher! Becoming a parent and learning to adjust your approach depending on the situation and ultimately, operating out of a proactive place has been the key — I always tell my team to “lead the process” and this stems directly from parenting. If you aren’t up before your kids or you’re letting them dictate what’s next, you’ll always be chasing. I like to be ahead of the problem, creating a solution-oriented team environment.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I’ve only lived in LA for 6 years and haven’t even begun to scratch the surface on all the amazing things this city has to offer. But, in a perfect week (no restrictions in place), we’d pop over to the new Pendry in West Hollywood or spend the day at the Santa Monica Proper — I love a great rooftop pool scene plus, both spaces are visually stunning and make the perfect backdrop for a meeting or brunch. We’d definitely make our way out to Malibu for some fresh air or maybe a visit to the Little Beach House for some downtime. I love to have a little wild card thrown into dining experiences with visitors — while we’d most definitely appreciate the nice vibe at Elephante in Santa Monica, I love to bring out of town guest to Night + Market — the food is incredible and its such a fun casual vibe, it’s hard not to enjoy yourself.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I owe my entire career to my former boss (now retired), who shaped my professional vision and has left me with the drive to stay curious. With a landscape like ours that is changing daily, staying curious ensures that new ideas can flourish with the latitude of new outlets. I’m also inspired by Malcom Gladwell, Elizabeth Gilbert, Keith Ferrazzi, and Lee Rainie. I’m endlessly fascinated with what makes us tick and these authors do a great job of bringing philosophical thoughts on how we interact, especially in our digital world, into perspective. We’ll be using a lot of these principals in an upcoming book project in the works which is so exciting for me and business partner, Alison Coen — stay tuned for more there!

Website: www.collectivemedia.co

Instagram: https://www.instagram.com/collectivemedia.co/

Linkedin: https://www.linkedin.com/in/jenneykorasick/

Image Credits
Cortnee Brown, Katie Jackson

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