For our series this month, profiling some of the incredible women on our team, we sat down with Latitude founder and CEO, Krista Carroll. We wanted to ask her all about her opinions on work, the world and life, but true to form, Krista preferred to talk about others. In her column Good Forces this month, she talks about five inspirational women who have changed the way she (and many of us) think about business, life and the balance between the two.

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Five women who changed the way I think about work and purpose

A couple of things happened recently that got me thinking about what I wanted to write this month. Our agency recently won a competitive pitch – it’s exciting, challenging work with incredible people. And we got the opportunity to work again on the next design phase of Adidas’ flagship Miami store – the latest step in a truly rewarding partnership that spans more than a decade with their amazing teams. I was thinking this month’s column should really be a recognition of what we’ve learned – and continue to do so – from working with these and other iconic brands. But then when I thought about it – it’s not simply the brand that inspires, it’s really more the connection and experience of partnering with good people and great leaders. So this month’s column is about inspiration – the intangible that drives us, and in honor of Women’s History Month, I wanted to shine a light on some of the truly great women leaders who’ve made a truly valued impression on me. Here goes. 

_{Jaqueline Novogratz, founder and CEO of Acumen‍}

Jaqueline’s got this really insightful quote that sums up how I think about the work we do at Latitude and our goals for the future: “the world will not be changed by grand ideas, but by small, stubborn efforts repeated day in and day out by unlikely individuals.” Of course we have some grand ideas for our clients, but it’s important to focus on what we can do to affect change and stay rigorously focused on that path for the long run. Jaqueline’s business leadership and example is deeply rooted in the idea of service to others – and as the head of her nonprofit investment fund, she’s redefined the way many organizations think about capital, the markets and how our businesses can be redirected toward furthering social good as well as doing good work for our teams and clients. She’s also a powerful example that success isn’t only measured by business revenue or growth – but by the lives we touch, and a reminder for young women in our industry, that they should build their careers and look for opportunities to help others along the way. 

_{Christine Caine: Founder A21, a global nonprofit fighting human trafficking}

If you’re looking for another inspirational quote to help you stop and recalibrate, here it is. Christine says: “ sometimes when you’re in a dark place, you think you’ve been buried, but you’ve actually been planted.” That’s such a remarkably positive and supportive idea for business leaders. I know I have seen my share of ups and downs in my business, but Christine’s words are a rallying cry for those down times and shine a light on what obstacles can be – not hurdles but opportunities to solve a problem. They’re fertile ground to grow anew for the future. For young people just getting started in their careers her advice is clear: you don’t need all the answers, you just need to start and believe in yourself.

_{Rebekah Lyons: speaker and author, mental health advocate}

So many speakers or authors in the business world talk about work – the process, the drive and the need to succeed. But in a world that glorifies overwork and glosses over burnout, Rebekah is a champion of balance and restoration. Through her books, including Rhythms of Renewal, she asks us to focus again on the power of rest and renewal and leaning into our own true calling – something it’s so easy to miss in the rush of daily work. Too often leaders – especially women – feel they have to juggle everything at once without taking time to center, refuel and find balance. To them, and all of, she says this: “you cannot live the life of your dreams without first setting boundaries around your time and energy.” 

_{Priscilla Shirer: best-selling author: “Going Beyond Ministries”}

So often in business, we’re asked to leave our true selves at home. To focus purely on work. But Priscilla writes inspirationally and has a real ability to help people embrace their faith, be authentically themselves and find the confidence from that to not mimic others in business but to use their unique voice, talents and purpose. Her perspective on leadership is powerful: “your calling is not just about what you do. It’s about who you are becoming.” That’s such a perfect reminder to both experienced leaders and young women navigating their careers that success isn’t the corporate ladder to the next position, it’s about how we work with character and integrity and the impact we leave on others.

_{Sara Blakely: founder, Spanx}

If ever there was a testament to stubborn consistency – or resilience in business, it’s Sara Blakely, founder of modern shapewear brand juggernaut, Spanx. With no more than $5,000 in personal savings, a belief in her idea, and some creative ways to get her business going, she built a globally recognized brand and helped many young women through education and entrepreneurship along the way. Her words of encouragement are simple but also profound: “don’t be intimidated by what you don’t know. That can be your greatest strength and ensure you do things differently from everyone else.”

Final thought: embrace bold leadership styles

All of these incredible women, and others I have been fortunate enough to work with, don’t just build businesses, they launch movements. Their stories remind me that success isn’t about profits, it’s about commitment, purpose and resilience, and that when we embrace all of that, we can leave a true mark on brands, communities and the lives of others.

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