Michelle Denogean is a seasoned professional with over 20 years of experience in the startup world. As an author, speaker, and expert in marketing and strategic growth, she has dedicated her career to helping startups achieve sustainable success. Michelle is currently the Chief Marketing Officer at an AI-powered travel platform called Mindtrip, and has held C-suite roles at startups such as Side, Roadster, Edmunds, Eharmony and more.
Her book, “GrowUp! Take Your Startup to the Next Level,” offers a comprehensive guide to navigating the challenges of scaling a startup. Michelle’s insights and expertise have made her a sought-after advisor and speaker, and she is passionate about sharing her knowledge to empower founders and entrepreneurs to achieve their goals.
Company: Michelle Denogean
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company
Michelle Denogean: I am a seasoned professional with over 20 years of experience in the startup world. I am an author, speaker, and expert in marketing and strategic growth, and have dedicated my career to helping startups achieve sustainable success. In addition to my advisory business, which can be found at michelledenogean.com, I am also the Chief Marketing Officer at an AI-powered travel platform called Mindtrip, and have held C-suite roles at startups such as Side, Roadster, Edmunds, Eharmony and more.
I recently published a book called “GrowUp: Take Your Startup to the Next Level,” that explores the psychology of start-up founders as a pathway to scalable success. It is built on the belief that what makes founders great at starting does not make them great at growing. “GrowUp” provides a blueprint for accomplishing goals by tapping into superpowers beyond your own.
If you were in an elevator with Warren Buffett, how would you describe your company, your services or products? What makes your company different from others? What is your company’s biggest strength?
Michelle Denogean: If I were in an elevator with Warren Buffett, I would tell him that having the right team is the ultimate cure to startup failure. My company coaches startup founders on the core competencies needed to scale their businesses by helping them identify their own superpowers and recognize the blind spots they may have.
I have sat alongside dozens of founders and possess a unique perspective on how their role transforms from starting to scaling a business. What sets us apart is our holistic approach: we focus not just on business strategies but on personal development as well. We use empathy and care to help founders discover what they themselves cannot see, guiding them to build balanced, high-performing teams that address all aspects of the business landscape.
Our biggest strength lies in our deep understanding of the psychological and strategic dynamics at play in startup growth. By fostering self-awareness and leveraging the unique strengths of each founder, we enable them to overcome challenges and seize opportunities, driving their companies to the next level of success.
Quiet quitting, The Great Resignation, is an ongoing trend causing many businesses to struggle to keep talent engaged and motivated. Most are leaving because of their boss or their company culture. 82% of people feel unheard, undervalued, and misunderstood in the workplace. In your experience, what keeps employees happy? And how are you adapting to the current shift we see?
Michelle Denogean: Keeping employees happy and engaged starts at the top. Too often, leaders develop corporate values as a “check the box” activity, outsourcing the effort to a group of volunteers instead of being actively involved in the process. This “bottom-up” approach can create a disconnect between what the company claims to value and the actions of its leaders. When there is a misalignment, employees notice. Leaders must embody the values they promote; their actions and treatment of employees are critical to fostering happiness. Everything trickles down from there.
Beyond setting the culture intentionally from the top, companies with happy employees also establish an inspiring vision. I’ve observed organizations where every leader is united in pursuing a shared vision, resulting in a dedicated and passionate workforce. In such environments, employees are often so loyal that they follow these leaders to future endeavors. Conversely, when leadership goals are misaligned, it can breed distrust, siloed activities, and overall disengagement among employees.
Ultimately, employee happiness is not just about perks or superficial benefits but about creating a cohesive, values-driven environment where everyone feels aligned and valued. Leaders who invest in cultivating a positive culture and clear vision will see their efforts reflected in the dedication and enthusiasm of their teams. When employees are happy, they are more productive, innovative, and committed, driving the company toward greater success.
Online business keeps on surging higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for the year to come and how are you capitalizing on the tidal wave?
Michelle Denogean: Most of my career as an operating CMO has been focused on the online sector, and the recent surge in online business has been quite fruitful. I don’t see this trend slowing down anytime soon. In fact, I believe we are at another inflection point, akin to the advent of the Internet, iPhone, and social media. Artificial Intelligence and the innovations surrounding this new capability will fundamentally change our lives, both in and out of the work environment.
Interestingly, alongside the rapid technological development, there is a growing human need for connection. This trend is partly a post-pandemic phenomenon and partly due to the relentless advance of technology. People value human connection now more than ever before. This is evident in the workplace, where in-person interactions are cherished, and in the consumer market, where there is a notable increase in outdoor activities and travel.
As we move forward, it is crucial to balance leveraging advanced technologies with fostering genuine human connections. Companies that can integrate AI and other innovations into their operations while also prioritizing the human element will thrive. By embracing this dual approach, we can capitalize on the tidal wave of online business while ensuring a meaningful and connected experience for both employees and customers.
Business is all about overcoming obstacles and creating opportunities for growth. What do you see as THE real challenge right now?
Michelle Denogean: The real obstacle right now is an awareness issue. Many businesses get stuck in their old ways and fail to recognize the challenges or opportunities before them. This stagnation can stem from an entrenched business model, outdated beliefs, or a fear of failure. Companies often worry that embracing new opportunities might threaten their current operations, and as a result, they can’t see the forest for the trees when competition emerges that could render them irrelevant.
Awareness and the ability to pivot to overcome obstacles and create opportunities for growth are crucial. This is the essence of my book, GrowUp: Take Your Start-Up to the Next Level. As a leader, you need to understand your superpowers and ensure you have a balanced team that can view obstacles and opportunities from all angles with an open mind. It’s also important to be aware of blind spots that can hinder your ability to see potential threats and opportunities.
Don’t be afraid to pivot. Fear holds us back, but pivots can be transformative. Some of today’s most successful companies, like Slack and YouTube, didn’t start as the giants they are now. Embracing change and being willing to adapt can lead to incredible growth and success.
In your experience, what tends to be the most underestimated part of running a company? Can you share an example?
Michelle Denogean: The most underestimated part of running a company often depends on the founder/CEO and their unique superpower. Every superpower has an associated blind spot that can be incredibly difficult for the leader to recognize and address.
For instance, if the founder is an Innovator who excels at solving big problems and moving quickly, they may not fully appreciate the importance of process and data-driven decision-making, as these may appear to slow things down.
On the other hand, if the founder is a Builder, they are typically excellent at ramping up operations, focusing on hiring, analysis, and process. However, their risk-averse nature might prevent them from seizing new opportunities, causing the company to play it too safe and miss out on potential breakthroughs.
If the founder is a Connector, they thrive on industry relationships and networking, often believing they have an unparalleled pulse on market needs. This can lead to a reluctance to empower teams, as they might feel no one else understands the industry as deeply as they do. This mindset can hinder delegation and team autonomy.
Lastly, if the founder is a Persuader, they are charismatic and influential but might struggle with consistency and staying on message. Their dynamic nature can lead to frequent shifts in direction, which can confuse and destabilize the team.
In my own personal experience with companies I have worked within and advised, unless the founder is a Connector, businesses tend to underestimate the softer side of running a company. Building a strong company culture and maintaining a positive reputation are both time-consuming and difficult to measure through individual actions. Yet, these elements are crucial for long-term success. A positive culture fosters employee engagement and retention, while a strong reputation enhances customer trust and loyalty.
On a lighter note, if you had the ability to pick any business superpower, what would it be and how would you put it into practice?
Michelle Denogean: I love this question, especially since my book, GrowUp: Take Your Start-Up to the Next Level, is all about superpowers and embracing the one you have. For me, I am a Connector, which means I excel at building strong relationships throughout the industries I serve. This ability to network and forge meaningful connections is invaluable in the business world.
If I could pick any business superpower, I would still choose to be a Connector. The strength of being a Connector lies in the ability to bring together diverse talents and perspectives, creating a rich network that can be tapped into for various needs. A well-rounded team, comprising Innovators, Builders, Connectors, and Persuaders, is essential for the growth and success of any company.
As a Connector, I would put this superpower into practice by continuously expanding my network, fostering relationships with key industry players, and facilitating collaborations that drive innovation and growth. I would use my connections to identify and recruit top talent, ensuring that my team is balanced and capable of addressing challenges from all angles.
Moreover, I would leverage my network to stay ahead of industry trends, gather valuable insights, and create strategic partnerships that open new opportunities for the business. By maintaining strong relationships and a robust network, I can ensure that my company remains agile, adaptable, and well-positioned for sustained success.
What does “success” in 2024 mean to you? It could be on a personal or business level, please share your vision
Michelle Denogean: Earlier this year, I published GrowUp: Take Your Start-Up to the Next Level, a multi-year project in the making. One of my primary goals for 2024 is to reach as many founders and leadership teams as possible with the concepts in the book, helping them to scale their companies effectively.
Additionally, as the CMO of Mindtrip, an AI-powered travel platform that officially launched to the public in May, success means building on our early achievements and making Mindtrip a household name. We have a bunch of exciting new features rolling out during the second half of the year. Check it out at https://mindtrip.ai
On a personal level, I have two teenagers in high school, which brings its own set of challenges and rewards. Navigating this stage of parenthood is both demanding and fulfilling. So, success in 2024 also means being present and supportive for my family, balancing my professional ambitions with my personal life.
