Episode 46: Cheryl Cappellano - Does Your Business Have the "IF" Factor

Gold Nuggets in this Episode: "Interestingly" is, in fact, a word. Juliet is interestingly excellent. "The only thing that people really respond to in the mail, is something you could eat." "We guarantee our customers that we will delivery them a 10% success ratio." "There's a misconception among entrepreneurs that you only go out of business because there's not enough business." Cheryl's Win-Win-Win philosophy: is this a Win for my customer? Will it be a Win for their target audience? Will it be a Win for Idea Factor? "The time that I was being the technician was zapping my energy to pour into it the entrepreneurship which was really where I belong." "We have a process behind everything, not visible to our clients, but very visible to us. What's happened since we've done that is we have a precision effort to every campaign that we launch." "For years I often said certain things were difficult for me because I couldn't tap into the Old Boys' network." "If you don't understand your goal, you can't create a path to get to it." "I already know what my legacy is going to be, and it's what I always wanted. That is to pass over the reigns of Idea Factor to another female entrepreneur. I'm excited that it's not only a female entrepreneur, but also a woman of colour." "Worry about being better, and bigger will take care of itself." - Gary Comer   Our guest is Cheryl Cappellano, Founder and CEO of The Idea Factor, Inc. Cheryl has over 20 years of experience in the industry, dedicating her time especially to cultivating relationships with customers. In 2011, 2012, and 2013, she was nominated as Royal Bank of Canada's Female Entrepreneur of the Year, she was a Burlington Chamber of Commerce Finalist in Business Excellence in 2013 and 2017, won the Business Excellence Award in 2018, and she is a member of the World Wide Association of Female Professionals. She is a regular public speaker on topics ranging from marketing to advertising, and she shares her wealth of knowledge with others through her mentorship initiatives. Song by Adam Vitovsky / CC BY 3.0