Today we’d like to introduce you to Teresa Caro.
Hi Teresa, so excited to have you with us today. What can you tell us about your story?
Starting with where I am today, I lead Liminist as a strategic advisor and executive coach, specializing in helping individuals and companies get unstuck. If you find yourself in a liminal state, on the threshold of something new, and unsure how to move forward, I’m here as a special”ist” to guide you through the process and achieve remarkable success. Thus Liminist.
Throughout my personal journey, I’ve always embraced unconventional opportunities to challenge myself. From navigating Japan without assistance in the ’90s to working with iXL to design and develop one of the first ecommerce websites for ANTEC (this is before content management systems were invented) to leading a million-dollar-global-strategy initiative. Over the years, I realized I had a high tolerance for risk and relished every chance to immerse myself in something new.
Eventually, I started learning about the “leveraged model” (first during my time at Razorfish) and discovered how I can teach others how to excel. And once I had a team and could teach them up, I found I had time to look out to the future. Once Facebook took hold, there were all sorts of predictions made about the demise of websites. I and my colleague, Chad Maxwell, disagreed with the predictions and together, we wrote “Liminal: Customer Engagement in Transition” to provide a broader, more strategic view of how brands should engage with their customers across all the channels (digital and analog). The content in this book is still relevant to today’s customer engagement situation — and now you know where my fascination with the word “Liminal” first started.
I’ve witnessed (and many times predicted) the digital landscape transform over the years, such as: the importance of organic to paid social media, commoditization of digital (companies moved people in-house, taking the business away from agencies), etc. And helped companies (and agencies) pivot their strategies accordingly. My experiences as a CMO and leader of digital organizations have taught me valuable lessons from many different executives on the various ways to tackle these pivots.
Fast forward to 2022, I faced my own liminal state, deciding between leading marketing teams for direct-to-consumer organizations, finding another leadership role, or starting my own business. I realized my expertise had become highly efficient and effective, making me more valuable as an external coach rather than a full-time hire. My purpose in life is to serve and teach others, empowering them to achieve greatness (Thanks Simon Sinek, “Find Your Why” for that one). And as an executive coach, I have reinforced my role is not to teach but to provide the space for executives to realize their true potential and create a sustainable model for success.
Which brings me back to today. In addition to who I am as a company and a businessperson, I have many other passions. My almost 26-year marriage to my college sweetheart. Mother of an amazing 16-year-old… black belt, Girl Scout, Varsity volleyball player, audiovisual award winner (yes, I had to do a bit of a mom brag). I am a golfer and an enthusiast of any exercise that keeps me strong and bendy (Barre, yoga, etc.). I love to hike and hope to see every National Park before I die. Dave and I plan to golf and national park visit across the U.S. someday.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Looking back at my journey, it’s quite a fascinating tale of challenges shaping who I am today. I’ve always had a knack for embracing risk and diving headfirst into challenges, and it’s these struggles that have truly molded my path. But you know, struggles become a lot more manageable when you’re willing to reach out for a helping hand.
And struggles, they’re all relative, aren’t they? I’ve been fortunate to have a blessed life, despite the hurdles. My parents are divorced, yet they found happiness in new partners and gifted me an incredible extended family. Cancer has taken loved ones, but those memories are cherished, and I’m surrounded by a circle of caring relatives. Family, above all else, has been my anchor.
Academics were also a struggle. If any of your New York-born readers remember those state Regents exams, you’ll understand my plight. I’d tackle stacks of practice books and maybe, just maybe, scrape by with a B. But life had its way of presenting opportunities. I found myself at a fantastic college (go Villanova Wildcats!) and made friends who shared their wisdom alongside amazing teachers who opened doors for extra credit. Thanks to Georgia State University, I navigated an MBA over four years while working – never hesitating to seek guidance. That’s how my network of mentors became wonderfully diverse.
I learned how to lean on others as I worked my tail off to get as far as I could as fast as I could while keeping my family as a priority. When our child was born, I was assigned a project in Michigan. My husband, who worked at Accenture at the time, said “do it” and he worked while taking care of our child. My husband and I “leaned in” long before Sheryl Sandberg encouraged women to do so. Eventually, I started to teach others this philosophy. For example, I had a young female take me out for coffee and ask me how I led a balanced life. I explained there is no such thing as a balanced life. Instead, we lead a prioritized life. We figure out what is most important and go from there, and we ask for help while making this journey.
Many women have shared their stories of battling harassment. For me, while the 90s had Ford enforcing skirt suits, they also had my back when it came to safeguarding female employees. I recall a minor incident, brushed off by me, yet taken seriously by my boss. It set a tone, one that shaped my expectations. Support and protection – qualities that underscored my journey.
My struggles often stem from perceiving the world through a different lens. Curiosity and an openness to diverse viewpoints define me now, but earlier in my career, questioning norms was met with skepticism. It’s amusing, really. In the latter half, I became the agent of transformation, the catalyst for change. People craved it. But delving deeper meant challenging sacred practices, and unraveling decades-old routines. I’d reach a point where I’d wonder, “Why do I keep putting myself through this?” changing muscle memory of an unwilling athlete. Yet, like a coach training a seasoned athlete, I’d push through, and slowly but surely, a new mindset (new muscle memory) would emerge. Success would follow suit.
And so, here I am, leading a company dedicated to transformation. Guiding others on their path to greatness, helping them sidestep unnecessary stumbling blocks. I seek out those with transformative minds, individuals who embrace their liminal state with humility, ready to learn. When faced with a precipice, they don’t just fear the fall; they discover they can fly (and so can the organizations they lead).
This is why I’ve embarked on this journey – to empower others, to enable them to achieve greatness without the unnecessary struggles. It’s all about finding those who dare to dream, who comprehend that being on the edge can lead to the most incredible flights of success.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
At Liminist, we understand that being stuck can manifest in various ways for companies – from lack of clarity in purpose and vision to alignment issues, cultural challenges, and more. Our mission is to help companies overcome these obstacles and achieve success through accelerated growth, increased revenue, improved margins, enhanced adoption rates, and a more creative, innovative, and inclusive environment. It’s a journey I’ve been privileged to embark on with numerous people and companies, leading us to where we are today.
Our company specializes in working with leaders and companies that possess a transformative mindset. We have extensive experience in guiding advertising agencies and corporate leadership teams through periods of transition and transformation. Whether it’s a B2C or B2B business, our expertise lies in supercharging teams, creating operational excellence, and helping clients achieve their objectives.
What truly sets us apart is our results-driven approach. We begin by conducting thorough assessments to identify gaps and opportunities while defining clear objectives. Together with our clients, we create actionable plans and closely monitor progress, ensuring we achieve our goals swiftly and effectively. Whether it’s executive coaching for individuals or entire companies, our personalized approach guarantees top-quality services tailored to each client’s specific needs.
But our uniqueness goes beyond the standard operational aspects of running a business. While those elements are crucial, we recognize the significance of ensuring the right people are in the right seats, performing the right tasks, and heading in the right direction. Our focus on clear expectations and aligning people with their strengths makes a fundamental difference in unlocking the true potential of any organization.
In summary, Liminist is all about working with people and companies that possess a transformational mindset – individuals who embrace humility and the thrill of soaring to new heights. Our executive coaching techniques allow us to partner closely with our clients, helping them uncover the answers from within themselves. We believe in empowering our clients to navigate their unique journey to success, creating a brighter future for themselves and their organizations.
Before we go, is there anything else you can share with us?
In this article, my objective is to share my experiences and struggles, hoping that readers can learn from them and make a significant impact in their own lives. As I discussed this article with my close friends (again, asking for help!), I realized three crucial points I don’t want the readers to miss:
1. Don’t be afraid to ask for help. People can’t assist you if they don’t know you need it. Be clear about your needs, and remember that help can come from unexpected places. Consider who would be the best person to support you in a given situation.
2. Embrace self-reflection. Throughout my career, I’ve discovered many challenges can be addressed by looking inward. Take the time to self-reflect and analyze how you handle different situations. When things don’t go well, explore what might be triggering those behaviors. Assessments like PXT Select can be immensely helpful in understanding yourself and your team better.
3. Prioritize effective communication. Communication breakdowns can lead to numerous issues. For instance, the concept of gaslighting often arises due to miscommunication. Recognize that 85% of the population benefits from visual aids like writing or pictures to fully comprehend information. Taking notes during discussions can clarify misunderstandings and foster better teamwork.
In conclusion, I hope these three additional takeaways serve as valuable lessons for readers. Change can be difficult, but with professional help, it can be more manageable and lead to transformative growth. Ultimately, my goal is to help others learn from my struggles in the workplace, enabling them to make a positive impact on their own journeys.
Contact Info:
- Website: https://theliminist.com/
- Linkedin: https://www.linkedin.com/in/teresacaro/
- Other: https://calendly.com/liminist/25-minute-video-chat
Image Credits
Liminist logo (TM) Center for Executive Coaching Certification Headshot
