Inside a Brand Experience That Wins With Rachel Friedman, Founder & CEO, TENFOLD and TENSPACE

Ramona Hood: From Receptionist to FedEx President & CEO

What does it take to rise from the front desk to the executive suite? In our interview, we sit down with Ramona Hood to unpack the mindset, leadership lessons, and pivotal moments behind her remarkable journey from receptionist to leading FedEx Custom Critical. From perseverance and using your voice to aligning with purpose and finding your workable style, this conversation delivers practical inspiration for anyone building a career and personal brand and leading with intention. Interview made possible by WELD, Women for Economic and Leadership Development. Winning Plays: - For the Corporate Leader: Lead with confidence, use your voice, and align leadership decisions with purpose and long-term growth. - For the Business Founder: Stay resilient, lead with vision, and build a culture rooted in trust, adaptability, and purpose. - For the Personal Brand Builder: Own your story, refine your voice, and develop a workable style that reflects authenticity and confidence.   Learn more about Ramona Hood at https://www.ramonamhood.com/ [https://www.ramonamhood.com/]   Learn more: Women for Economic and Leadership Development https://www.weldusa.org/ [https://www.weldusa.org/]  Learn more: Columbus Chamber of Commerce https://columbus.org/ [https://columbus.org/]    Presented in partnership with the Columbus [Ohio] Chamber of Commerce, The Her Business Play podcast shares leadership and brand strategy for women.  If you found this content helpful in growing your personal or business brand, like this episode and subscribe to our channel. Weekly Newsletter: Join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/join [https://www.herbusinessplaybook.com/join]  Watch episodes on YouTube here: https://www.youtube.com/@HerBusinessPlaybookPodcast [https://www.youtube.com/@HerBusinessPlaybookPodcast]   Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872 [https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872]    Follow on social: LinkedIn: https://www.linkedin.com/company/herbusinessplaybook/?viewAsMember=true [https://www.linkedin.com/company/herbusinessplaybook/?viewAsMember=true]   Instagram: https://www.instagram.com/herbusinessplaybook/ [https://www.instagram.com/herbusinessplaybook/]

Building a Brand Movement Around Gray Hair with Chris Crump

What happens when a personal transition becomes a market opportunity, and a cultural movement? In this episode of Her Business Playbook, we sit down with Chris Crump, founder of Slate Strands, to explore how she’s redefining the narrative around grey hair, especially for women with textured hair. With over two decades as a licensed stylist, Chris is building more than a brand, she’s creating a space where confidence, identity, and expert care intersect. This conversation unpacks how she’s leveraging lived experience, community, and strategic patience to build a differentiated beauty brand rooted in purpose and poised for product expansion. 1. From Personal Journey to Market Gap Chris shares how her own transition to grey exposed a lack of products, education, and representation, particularly for textured hair sparking the foundation for Slate Strands. 2. Reframing Grey Hair as a Power Move This isn’t about “aging gracefully.” It’s about owning visibility, confidence, and identity in a space that has historically centered youth. 3. Building Community Before Product Slate Strands is intentionally growing as a community-first brand, using consultations, storytelling, and engagement to build trust before scaling into product lines. 4. The Role of Expertise in Brand Authority With 20+ years behind the chair, Chris discusses how technical credibility and real client experience shape her brand positioning, and future formulations. 5. Strategic Patience in Product Development Rather than rushing to market, Chris is focused on getting the product right, highlighting the importance of alignment between brand promise and product performance. 6. Representation as Strategy, Not Just Messaging Slate Strands centers textured grey hair not as a niche afterthought, but as a primary audience, creating differentiation and loyalty. Presented in partnership with the Columbus [Ohio] Chamber of Commerce, The Her Business Play podcast shares strategies from female-founded and led brands. New episodes drop each week. If you found this content helpful in growing your personal or business brand, like this episode and subscribe to our channel. Weekly Newsletter: Join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/join [https://www.herbusinessplaybook.com/join] Watch episodes on YouTube here: https://www.youtube.com/@HerBusinessPlaybookPodcast [https://www.youtube.com/@HerBusinessPlaybookPodcast] Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast/her-business -playbook/id1871984872 Follow on social: LinkedIn: https://www.linkedin.com/company/herbusinessplaybook/?view [https://www.linkedin.com/company/herbusinessplaybook/?view]AsMember=true  Instagram: https://www.instagram.com/herbusinessplaybook/ [https://www.instagram.com/herbusinessplaybook/]

They Saw a Gap And Built a [Woman-Owned] Bank: Christie Angel, Lisa Berger and Illaria Rawlins of Fortuna Bank

In this episode of Her Business Playbook, we sit down with Ilaria Rawlins, Founder, President & CEO, and Lisa J. Berger, Esq., Founder & Chair of the Board of Fortuna Bank, along with Christie Angel, Founding Board Member, to break down how they built a modern financial institution from the ground up. They share the real story behind identifying a gap in the banking industry, launching in a highly regulated space, and building trust at scale. This conversation is a masterclass in leadership, brand positioning, and long-term growth strategy. How to start and scale a bank from scratch Identifying market gaps and turning them into opportunities  Building trust and credibility in financial services Leadership lessons from high-stakes industries Strategies for sustainable brand and business growth Winning Play: If you see a gap in your industry, build the solution. The strongest brands are created by leaders who act with conviction and play the long game. Presented in partnership with the Columbus [Ohio] Chamber of Commerce, The Her Business Play podcast shares strategies from female-founded and led brands. New episodes drop each week. If you found this content helpful in growing your personal or business brand, like this episode and subscribe to our channel. Weekly Newsletter: Join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/join [https://www.herbusinessplaybook.com/join]  ' Watch episodes on YouTube here: https://www.youtube.com/@HerBusinessPlaybookPodcast [https://www.youtube.com/@HerBusinessPlaybookPodcast] Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872 [https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872] Follow on social: LinkedIn: https://www.linkedin.com/company/herbusinessplaybook/?viewAsMember=true [https://www.linkedin.com/company/herbusinessplaybook/?viewAsMember=true] Instagram: https://www.instagram.com/herbusinessplaybook/ [https://www.instagram.com/herbusinessplaybook/]

Inside a Brand Experience That Wins With Rachel Friedman, Founder & CEO, TENFOLD and TENSPACE

What does it actually look like when a brand experience is done right? In this special behind-the-scenes episode of Her Business Playbook, we take you inside New York City for an exclusive tour of the immersive TENSPACE activation created for Nature Made led by Founder & CEO Rachel Friedman. This isn’t just a walkthrough, it’s a masterclass in how experiential marketing comes to life. From the first moment of curiosity to the final “wow,” Rachel breaks down the strategy, design, and storytelling behind an experience built to engage, educate, and leave a lasting impression. You’ll hear firsthand how intentional brand environments can: * Capture attention and drive foot traffic Create meaningful, interactive engagement * Translate brand values into physical experiences and * Build trust and long-term customer loyalty If you’re a brand leader, marketer, or founder looking to elevate how you connect with your audience, this episode shows what’s possible when every detail is designed with purpose. Presented in partnership with the Columbus [Ohio] Chamber of Commerce, The Her Business Play podcast shares leadership and brand strategy. New episodes drop each week. If you found this content helpful in growing your personal or business brand, like this episode and subscribe to our channel. Weekly Newsletter: Join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/join [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbWlEbGN2SC03VEFaN3pvMC1ydTZiMldOSy1qd3xBQ3Jtc0trdkd3X245Wk1WTFFvNkx2MHJJSlRtZG5fWUNHTUlnRlVpczAwcmdhUEp4WXF2WDFhRW1EbmpqVFlvcVdnTExHcDg3RGdaaWhBSjY5WU4wTzdRMGNpYkN6aThLczBUb0lEM2tWbEotX0hzUEptejJjTQ&q=https%3A%2F%2Fwww.herbusinessplaybook.com%2Fjoin&v=jjXsrv70K_0] Watch episodes on YouTube here:    / @herbusinessplaybookpodcast   [https://www.youtube.com/channel/UCf42u8SdyCeI02Ze5dpQcyA] Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast... [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa0JrZUFab2pwOU04SXc0SW44ZExkMmpQclR4Z3xBQ3Jtc0tuczZFMG93b1NVWlV1cjZia195VW5LQjFfNnp5aFVxeUJRUk5oLTRXdVZqVWNWSWluRWZpOFhlc1RMZ0xUWU1JUXVKSDNyZW1Yb3JvbmNtU0RNc0RrcWRBeDFDVFBJOVR6SmVkRkRTRGhYT2RzbmR2aw&q=https%3A%2F%2Fpodcasts.apple.com%2Fus%2Fpodcast%2Fher-business-playbook%2Fid1871984872&v=jjXsrv70K_0] Follow on social: LinkedIn: https://www.linkedin.com/company/herb... [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa1hvVTZRRkVuaHUyazNXXzJMSWd1bkVIVHRod3xBQ3Jtc0tsYU80UzdXQVNWSEdDMG4wQW1pZEQxX0h6RjBvTWF2b3VUejkxajdRQlhSLVBPVlhiMGtidDFWTFBQMUlUdlBNQlFvMGQ3VFB3Q1ZDQmVPOGdWZTNqdHpXR1ZoS0tCQUpXVDJLS0J2ZTBuTG5Cc2tFUQ&q=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fherbusinessplaybook%2F%3FviewAsMember%3Dtrue&v=jjXsrv70K_0] Instagram:   / herbusinessplaybook   [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbFZVTHR6V3F0eXNLSFhvb3NTR1c1MUhhRnl3d3xBQ3Jtc0tuSUYzY3FXdXNhU2taN202U3VYMTFuSzNEejQzT0NOa0oyVEZZTWdvcFlEQnV6cWJZamJyNEhMNl9hcDZLR0hVcEUyM1dsNEhleldFX1VOdUw1OW1DcG1BYXNFdy0waWNUTW5yZ01JeWhVTl81SkN2Zw&q=https%3A%2F%2Fwww.instagram.com%2Fherbusinessplaybook%2F&v=jjXsrv70K_0]

How Immersive Brand Experiences Build Trust & Drive Growth with Rachel Friedman

What if your brand strategy is missing the one thing that actually builds trust? In this episode of Her Business Playbook, we sit down in New York City with Rachel Friedman, Founder and CEO of TENFOLD and TENSPACE, to explore how immersive brand experiences are redefining the way companies connect with their audiences. Rachel doesn’t just build campaigns; her team architects experiences that transform engagement into loyalty and attention into long-term growth. In this conversation, she shares: - The founding story behind TENFOLD and what sparked its creation - Why traditional marketing campaigns are no longer enough - How immersive brand activations deepen customer connection and trust - A behind-the-scenes look at a dynamic brand experience with Nature Made - The strategic link between experiential marketing and sustainable business growth If you’re a founder, marketer, or brand leader looking to elevate your strategy, this episode will challenge how you think about engagement and show you what’s possible when brands create moments that truly resonate. Major Subject Timestamps: [00:00] – Quick-Fire Questions: Rachel shares her preferences on brand storytelling vs. imagery, experience-first products, and the impact of big launches. [01:00] – Early Inspirations: How her childhood interest in design and problem-solving led to a career in strategy and branding. [02:16] – The Leap to Entrepreneurship: Rachel discusses her transition from a workplace designer to founding two companies (TENFOLD and TENSPACE) and the need for creative control. Brand Strategy & TENSPACE Concept [04:12] – The "Maverick" Persona: Why TENSPACE is considered a Maverick brand and the challenges of selling a concept that doesn't have traditional metrics. [05:44] – Overcoming Obstacles: Dealing with the fear of "what if people don't get it?" and finding that consumers actually embrace the concept more easily than traditional retailers. [07:12] – Building Trust Quickly: The necessity of earning client trust within tight 2-month activation timelines. Growth & Scalability [09:11] – Driving Strategic Growth: Focusing on differentiation and being a "thought partner" rather than a "fast follower" to help brands win and scale. [10:24] – Client Acquisition & Referrals: How deep relationships with existing clients and private equity firms drive organic growth. Designing Immersive Experiences [11:34] – Must-Have Elements for Brand Experience: [12:18]. The Experiential Hook: Creating a visually stunning "wow" moment to draw people off the street [13:18] The Journey: Designing discoverable layers that allow for self-directed exploration. [14:02] Philanthropy & Personalization: Incorporating social impact and giving guests a "voice" (e.g., the butterfly wall). Leadership & Future Outlook [15:06] – CEO Lessons: The importance of leading with passion and building confidence within the team to execute new, high-risk ideas. [16:04] – What’s Next for TENSPACE: Plans for scaling into other markets like Miami, LA, or Austin, and leveraging sports sponsorships with brands like Nature Made. Presented in partnership with the Columbus [Ohio] Chamber of Commerce, The Her Business Play podcast shares strategies from female-founded and led brands. New episodes drop each week. If you found this content helpful in growing your personal or business brand, like this episode and subscribe to our channel. Weekly Newsletter: Join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/join Watch episodes on YouTube here: https://www.youtube.com/@HerBusinessPlaybookPodcast Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872