Interested in starting your own entrepreneurial journey in career and business development but unsure what to expect? Then read up on our interview with Michael Perman, CEO of C'EST WHAT? LLC, located in Portland, OR, USA.
What's your business, and who are your customers?
C'EST WHAT? LLC enables teams to align on future-focused innovation strategies based on keen insights about customers and what they CRAVE in their lives. Our customers are well-known brands who wish to better align with the future. Clients have included Adidas, Hyatt, Williams Sonoma, Hershey's, Designer Looks, Stoller Winery, Tillamook Dairy, Oregon Museum of Science and Industry, and Custom Culinary.
Tell us about yourself
I was originally trained in culinary arts and became curious about future trends in the food business. Eventually, I moved to fashion and led future trends to work for Levi's, a brand that thrived by being tuned into the cultural Zeitgeist. Then, I formed C'EST WHAT? to continue future work. Seeing what's coming over the horizon and helping teams align around a path forward is what motivates me. Exploring with curiosity motivates me. I also get my energy from the natural world, so a walk near flowing water motivates me even more, each day.
What's your biggest accomplishment as a business owner?
My biggest accomplishment comes every time I can bring joy, elevate the senses and inspire creativity among my clients and their teams. I feel that I have found a unique niche among the dozens of futurists out there. Beginning with sensory immersion workshops that transform thinking.
What's one of the hardest things that comes with being a business owner?
Keeping confidence in your core beliefs and your core skills can be daunting as a business owner when the work is not flowing as expected. In the consulting business, it is also important to be a thought leader and stay intellectually/creatively sharp with a point of view to share. It's hard but also rewarding.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- My advice is to be super clear about your core beliefs and how your brand is differentiated. Write a pitch to yourself using detailed paragraphs to describe how your offering is superior and compelling. Use those words as your manifesto.
- Build a model that is efficient so that if you fall short of revenue goals, you avoid being saddled with overhead.
- Depict the long-term future of your brand, how it might evolve, the reverberations of your actions, and the impact you will have on your customers.
Where can people find you and your business?
Website: https://www.cestwhat.org/
Facebook: https://www.facebook.com/coachmellow/
Instagram: https://www.instagram.com/cestwhatllc/
LinkedIn: https://www.linkedin.com/in/michaelperman/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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