5 minutes with portfolio

1. 28 d e lta s k y / d e c e m b e r 2 0 1 8
ROUGHOL: Some fundamental
questions are being asked about
the role of social media in our lives.
Where do we go from here?
HOLMES: We’re at a moment
of reckoning for a very fast and
hugely important technology. If
you go back to the early days of
radio and television, they ran wild
for years until they had oversight
and controls put around them. I
think we’re at that point in this
technology. It’s a very good thing
we’re having the conversations
we’re having. Social networks will
RYAN HOLMES
Ryan Holmes is an optimist. The founder of the social media management
platform Hootsuite says that the current problems with social media—
including backlash from users and regulators around privacy, security
and misinformation—are signs of an industry growing up. “Social
networks will come out of this in a better place than they were, in that
their businesses are stronger and the safety of their customers is highly
considered, ” Holmes says. The Canadian serial entrepreneur has worked
in social media since its infancy; Hootsuite was a side project that he spun
off from a previous venture in digital media. It’s now celebrating its 10-year
anniversary—and has more than 16 million users. B Y I S A B E L L E ROUG HOL
▶ CEO, HOOTSUITE lnkd.in/ryanholmes
5 MINUTES WITH
ADAMANDKEVPHOTOGRAPHY

2. 30 d e lta s k y / d e c e m b e r 2 0 1 8
come out of this in a better place
than they were going into it.
You’re still very much a believer in
social media as a force for good,
aren’t you?
Yes, I absolutely am. Every technol-
ogy can be used for good and evil.
The day after fire was invented,
somebody invented arson. Social
media has done a ton of good—
things like the Arab Spring, the
MeToo movement or the everyday
connections people keep creat-
ing. The acid test is, would you
rather have it or not have it? For
the majority of people, we want it
to be better, but we still wouldn’t
trade it.
What are ways that we can use
it better?
Content validation needs to be ad-
dressed. The sharing of “fake news”
can really tarnish people’s views on
the world. It’s an interesting time
for journalism to prove its rel-
evancy, now more than ever. This
is something the social networks
need to address, too, and also is a
big opportunity. At scale, it needs
to be done algorithmically through
artificial intelligence and machine
learning. On an individual level,
it comes down to sensitivity and
discernment around the content
you’re reading.
You talk about “reserving a space
for optimism.” What do you mean
by that?
The future is written by optimists.
There are challenging times right
now, but in general, trends are
positive. Keeping our eyes on that
is really important. Whether that’s
hopping in a boat and sailing to the
New World or hopping in a space-
ship and going to the moon, you’ve
got to be pretty optimistic about
the outcome. History isn’t written
by people who don’t get on the boat
or don’t get on the rocket ship.
Isabelle Roughol is senior editor
at large at LinkedIn. Follow Ryan
Holmes at lnkd.in/ryanholmes.
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3. 28 d e lta s k y / j a n u a r y 2 0 1 9
workers will find their power, the world will brace for a downturn and AI will
finally enter every industry. We asked dozens of top business leaders for their
predictions for the year to come. Here are a few things they’re keeping an eye
on in 2019.
LOYALTY MAKES A COMEBACK
The postmillennial generation saw their parents lose big during the financial
crisis, and they’ve learned to value security. “Millennials want a dream job,”
says Pranam Lipinski, CEO of Door of Clubs, which connects student club
members and employers. The company surveyed thousands of Gen Z students,
however, and found out that “Generation Z wants success and financial sta-
bility over that dream job,” Lipinski says. That means that newcomers to the
workforce are far more likely to remain loyal to an employer who provides a
stable environment and the right benefits.
5 MINUTES WITH
T Y P E I L L U S T R A T I O N S B Y C H A R L E S W I L L I A M S
Top voices from LinkedIn share their predictions and the trends
they’ll be following in the new year. B Y I S A B E L L E ROUG HOL
THENEXTRECESSIONISAROUNDTHECORNER
Economists are split on when, but
they know one thing for sure: A
downturn is coming. “There is a
confluence of deep-seated, struc-
tural headwinds that threaten to
upend the global economy,” warns
author and global economist Dr.
Dambisa Moyo, pointing to things
such as growing inequality, fast
technological change and a massive
debt burden on governments, cor-
porations and individuals. “World
growth is much more likely to slow
down in 2019, and it really looks like
2020 could be the year of a global re-
cession” as China already has slowed
down and the U.S. is likely to follow,
predicts CBS News business analyst
Jill Schlesinger.
AI IS EVERYWHERE
In industry after industry, people
told us that artificial intelligence is
starting to show up in their day-to-
day work, from parsing evidence in
medical research to helping govern-
ments make better policy decisions.
“While 2018 was the year of AI hype,
it feels like we’re at an inflection
point where these technologies are
being incorporated into more of the
tools we use every day,” says Sharon
O’Dea, co-founder of communica-
tions consultancy Lithos Partners.
“It’s when technology trends start
to become invisible that they really
make a major impact.”
CORPORATE GENEROSITY WILL GROW—AND
HELP THE BOTTOM LINE
Annual corporate giving reached
nearly $21 billion in 2017, and compa-
nies are donating that money to aid
charitable causes and boost corpo-
rate culture. “We’re seeing compa-
nies being more generous than ever,
andIthinkwe’llseeevenmoreofthat
in 2019,” says Dr. Sue Desmond-Hell-
mann, Bill & Melinda Gates Founda-
tionCEO.“Astaffthatseesleadership
live up to the values of that company
ismuchmorelikelytobeengagedand
drive a positive business outcome.”
CONSCIENTIOUS OBJECTORS RISE UP IN THE
WORKFORCE
In a tight labor market, profession-
als can afford to have principles.
It’s starting with Google, always a
bellwether of corporate culture,
where employees have lately spo-
ken up against sexual harassment,
the company’s work in China and its
contract with the Pentagon. “This
idealism has opened a generation-
al rift between managers and our
younger protégés, who can some-
times be strident,” notes Glenn Kel-
man, CEO of real estate brokerage
Redfin. “But the people just entering
the workforce now will become the
conscience of the corporation.”
YOU COULD GET A BETTER CREDIT SCORE
WITHOUT CREDIT
The new UltraFICO score will be
rolling out early this year, which
will look at your bank account and
not just credit cards and loans,
something that younger people are
shying away from. “It will take into
account your banking behavior: Are
you able to pay all of your bills? Are
you making sure that you don’t go
negative in that account?” explains
CBS News’ Schlesinger. “That could
help a lot of people establish a credit
record.”
LEARNING ISN’T ENOUGH; THE FOCUS WILL BE
ON DOING
After the explosion of the online
learning sector, our heads are full
of all those classes we’ve been tak-
ing. But what are we doing with this
newfound knowledge? Management
thinker Whitney Johnson says the
next trend is to focus on changing
habits, applying that knowledge and
doing. “And as we do something dif-
ferently,” she points out, “we apply
it, we iterate, we make a mistake and
then we actually learn.”
Isabelle Roughol is senior editor-at-
large at LinkedIn. See more predic-
tions for the new year by searching
for #BigIdeas2019 on LinkedIn.
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4. 24 d e lta s k y / f e b r u a r y 2 0 1 9
ROUGHOL: What prompted you to
start your business?
BUTLER: What led me to launch
The Lip Bar was my frustration
with the beauty industry—its lack
of diversity, its excessive amounts
of chemicals. I wanted to launch
a company that would be steeped
in inclusivity and in this idea that
“You are enough.” There has always
been this very linear standard of
beauty: “In order to be beautiful,
you need to look like this.” It’s a
very small box, and if you’re not in
that box, then how are you made
to feel? I understood how impact-
MELISSA BUTLER
MelissaButlerwasaWallStreetanalystwhen,in2012,shestartedmaking
lipstick in her Brooklyn kitchen, dye on every countertop as she mixed
vivid reds, blues and purples. Unfulfilled in finance and frustrated with a
beauty industry that didn’t create the products she wanted or represent
women who looked like her, she learned how to make cosmetics by
reading books, networking with chemists and going, as she puts it, to
“YouTube University.” Six years later and with nothing but word-of-mouth
marketing, Butler’s The Lip Bar is a $7 million business, selling its vegan,
cruelty-free and affordable range in Target stores across the United States
and opening its first retail space in Detroit. B Y I S A B E L L E ROUG HOL
▶ FOUNDER AND CEO OF THE LIP BAR lnkd.in/melissabutler
5 MINUTES WITH
ful it was, creating this beauty
brand and using these very diverse
models—plus-sized, black, Indian,
trans—for someone who was in
that underserved community and
was never looked at as beautiful.
And you left a lucrative career.
A year and a half after I launched
the business, I quit my job to
focus on it full-time. When
you’re straight out of college, you
don’t get roles that have any real
responsibility. You don’t really
know why you’re doing what you’re
doing, you’re just doing. You’re just
there to make money. And chasing
money will never be fulfilling.
You were rejected on Shark Tank.
How did you move on?
They were very cruel; they dis-
missed the idea, they dismissed me
as a businesswoman. I come from
Wall Street—I was ready to talk
about numbers! It taught me resil-
ience and that it would be an injus-
tice to let someone else have power
over my dream. My purpose was
so strong that no amount of public
rejection, failure or fear would stop
me from going after that thing I
was passionate about.
In 2015, you left New York and took
the business to your hometown of
Detroit. What motivated you?
I hadn’t lived in Detroit since high
school. I saw the story changing,
from Detroit as the “city of ruins” to
Detroit as the “comeback city,” and I
wanted to be part of its renaissance.
I wanted to make sure my company
had a footprint in the city I’ve al-
ways loved and that always gave me
such a feeling of pride. We’re Motor
City, we largely built the middle
class of America! I always wanted to
go away, go to college, get a skill set
and bring it back. And to be clear,
the ecosystem of the city provides
that value right back. It’s extremely
supportive.
Isabelle Roughol is senior editor at
large at LinkedIn. Follow Melissa
Butler at lnkd.in/melissabutler.
P H O T O G R A P H B Y N I C K H A G E N
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5. 24 d e lta s k y / m a r c h 2 0 1 9
ROUGHOL: What made you
decide to fix diversity recruiting?
BRASWELL: I was very apprecia-
tive of the opportunity I had to
start my career at Goldman Sachs.
It’s something that I didn’t and I
still don’t take for granted; I realize
how rare that is. I knew what it
took to get into and succeed within
the organization. I wanted to do
something a little more entrepre-
neurial and to make an impact.
I saw a huge problem and a huge
opportunity. When that perfect
storm came together—me being an
expert in something, me being pas-
PORTER BRASWELL
Porter Braswell followed a golden path to success: private school, student
athlete at Yale, internships at Morgan Stanley and Goldman Sachs and
a burgeoning career on Wall Street. In 2015, he veered to launch Jopwell,
a platform that connects black, Latinx and Native American students
and workers with hiring corporations. He and cofounder Ryan Williams
were tired of hearing companies complain that a “pipeline issue” stopped
them from diversifying their workforce. “That’s absurd,” Braswell, 31, says.
“We’re part of the community. We know the community exists.” With
his book, LetThemSeeYou, a guide to career strategies for professionals of
color, he’s making sure to leave the ladder down. B Y I S A B E L L E ROUG HOL
▶ COFOUNDER AND CEO, JOPWELL lnkd.in/porterbraswell
5 MINUTES WITH
P H O T O G R A P H B Y A A R O N R I C H T E R

6. 26 d e lta s k y / m a r c h 2 0 1 9
sionate about it and solving a real
problem—I physically had to take
a leap of faith. When your body
tells you to do something, you can’t
really ignore it for so long.
In your book, you talk about the
“spotlight effect.” What is that?
If you are one of the few, if not
the only, person of color within
the workforce, you’re going to get
looked at closer. That creates an
opportunity to shine. That spot-
light can either paralyze people
because they’re nervous or it can
accelerate their careers.
Your book is focused on empower-
ing the individual, but you say that
it can help organizations as well.
How?
While I’m talking to the reader
about things they can do to be
their best professional self, that
in isolation is not enough to be
successful in corporate America.
Organizations have to change, to
be more inclusive. Diversity cham-
pions that don’t fall within that
specific demographic need to have
more empathy for what profession-
als of color are experiencing. It’s
going to take both sides to truly
change the narrative and the pro-
jection of where we’re headed.
You often talk about being “fortu-
nate.” What do you mean?
It’s a combination of hard work,
doors being open and good timing.
That’s why I feel incredibly fortu-
nate, and I do feel some responsi-
bility to be working on the things
I’m working on. Solving workforce
diversity is a huge challenge, and
we’re going to need a lot of help. At
the end of the day, if we can move
the football down the field and
impact lives and the companies
that work with us, then we’ve done
our job. But there’s going to be a lot
more work needed to be done.
Isabelle Roughol is senior editor at
large at LinkedIn. Watch more with
Porter Braswell at lnkd.in/mar2019
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