"Empathy gives us access to connection and seeing the humanity in others,"
Diana Castro believes that visibility and influence are the new currencies in a digital world. She is the co-founder of For Productions – a Video Production, Video Training, Global Impact Company! She is also the creator of “Video Influence Program” AND “Leaders with a Mission”, projects created to AMPLIFY the message of mindful entrepreneurs making a difference.
Her true passion is to work with change-makers and heart-centered entrepreneurs that are serious about making an impact and using VIDEO to reach more people. Diana’s video company specializes in sustainable social video content, branded videos, video marketing strategy with implementation. She is also a speaker on topics like Personal Branding in a Digital Age + Business growth with the Power of Video Marketing.
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Table of Contents
Tell us a little bit about your current projects. What exciting milestone would you like to share with our readers? (Don’t hesitate to delve into your achievements, they will inspire the audience)
Diana Castro: One of my current projects is the VIDEOINFLUENCE PROGRAM. This is an amazing opportunity for entrepreneurs that are looking to amplify their visibility and leads with the power of VIDEO CONTENT.
I feel that most of the clients I work with want to have a consistent posting on their social platforms, the problem is that creating consistent content can feel like a lot of additional work. They might not know where to start, what to talk about, how to film, and the big bad problem all level content creators experience ** HOW to come up with “more” content ideas?. A common problem is “content fatigue”. Ultimately my people are looking for support, someone to guide them and support them for consistency, accountability, and taking care of all the “busy” technical, mechanical, administrative, and creative work that is involved in content creation.
This 3-day workshop was created to dive deep into the message, ideas, systems, and heart of each business. In 3-days we plan a full year of content ideas. Each idea is infused with individualized keywords. Then we go the extra mile to make sure that the content title is optimized and vetted for findability on search engines.
Additionally, each participant gets to learn how to package their content in a way that makes it simple and to the point. AND as a bonus, they walk away with one professional video that is filmed in a studio, with a makeup artist, and wardrobe selection – we truly are invested in the full immerse experience and we hold their hand in each stage. This project is something I feel very excited about, and I want to tell the world about it! – I only do it four times a year, and I only have space for 6 participants per workshop.
I’m committed to making this experience something that gives each participant the ability to create with intention, find their voice/flavor in video format, and above all I want to make creating content FUN and something sustainable.
Can you tell us a story about the hard times that you faced when you first started your journey? Did you ever consider giving up?
Diana Castro: For Productions has been in business for 10-years. OMG.. 10 years!!!! and most of those 10-years felt hard (about 7 years to be exact). Rodrigo (My husband and business partner) and I started with just $4,000, our talent, and a deep desire to make it work. There was no plan B. It was all or nothing.
Winning was the only option. Going back to corporate was “SOUL-Suicide”. I remember times where we had no money to pay for the house. Receiving foreclosure letters, deciding between paying the mortgage V.S having food on the table. I also remember finding our bank account in red and having to borrow money from family because our credit cards had only zeros. I remember many times in the bathroom crying because I was not giving up, and it was painful and exhausting to be in the survival arena. All I knew was that this was our path, and we would make it. I’m happy to report that we’ve made it! What did it take?…
Well – many things.
But, the things that made a big difference came from what I was able to learn from the online courses I took. (a lot, a lot of online courses. The big and scary expensive courses, AND the small and simple ones also) PLUS, I got some coaching – where sisterhood was beautiful and valuable.
AND- I MILKED all the juice from those training until I had no more to gain from them.
We also carefully selected our circle of influence. meaning that few but valuable friends. We read lots of books and worked long hours. The one person that stood by my side was my husband, he is a blessing and a total warrior.
He is the technical brain of this entire operation. He is the Director of Photography, aka Pro-Cameraman, he is an amazing video editor and our technical guru. The best part is that we complement each other, He does what he loves, and I get to do what I love to do. I get to create, and do the connections, the strategy, the teaching, I also get to do the planning and the logistics. It is fun to work with my husband.
What are the most common mistakes you see entrepreneurs make and what would you suggest they do?
Diana Castro: One of the biggest mistakes I often see is trying to be for everyone, this is one of the biggest and most painful mistakes that does not help anyone.
Is there a particular podcast you listened to, or business thought leader that you find helpful while maneuvering this pandemic?
Diana Castro: I LOVE, LOVE, LOVE Marie Forleo, She has been instrumental in my growth, in replenishing my strength when my batteries were low, She has been part of my journey, and I bless her existence any time I get the chance.
What is most important to your organization—mission, vision, or values?
Diana Castro: WOW, this question is so juicy. Ok… I feel that Values are the most important thing for me, We are driven by values that determine our mission, and our mission expands to our vision. values are the ground we stand on and having a strong foundation is vital because storms will come, and the mission and vision can change, however, our values are non-negotiable.
What do you consider are your strengths when dealing with staff workers, colleagues, senior management, and customers?
Diana Castro: I feel that there are many strengths that support the ability to lead with integrity and grace, and to me, that starts with empathy.
Empathy gives us access to connection and seeing the humanity in others,
Being a CEO of the company, do you think that your personal brand reflects your company’s values?
Diana Castro: I feel that my company is a reflection of my personal values, sauce, heart, my business brand if the full expression of my personal brand.
How would you define “leadership”?
Diana Castro: To me leadership is service, leadership is going first, leading the way, taking responsibility, and ownership.
What advice would you give to our younger readers that want to become entrepreneurs?
Diana Castro: I would advise those that are starting on entrepreneurship to:
- Become aware of what sets your soul on fire… what is energy-rich and lean in with curiosity.
- Become aware of your strengths, what comes easy for you, and explore how you can combine things that light you up with the things that come easy to you.
- Learn about different business models – and become an active learner.
- Surround yourself with people that want to see you win.
- If you can invest in a coach, or get on an online program that has community and support.
- Ask a lot of questions… and be open to adjusting.
- Listen to your intuition, it is your inner compass.
What’s your favorite “business” quote and how has it affected your business decisions?
Diana Castro: “If you aren’t in the arena also getting your ass kicked, I’m not interested in your feedback.” – Brene Brown
Jed Morley, VIP Contributor to ValiantCEO and the host of this interview would like to thank Diana Castro for taking the time to do this interview and share her knowledge and experience with our readers.
If you would like to get in touch with Diana Castro or her company, you can do it through her – Linkedin Page
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