I recently went one on one with Esther Sarpong. Esther is the Director of Experiential Retail at Brookfield Properties. Esther has driven experiential business that has generated $1.25B for global brands including Red Bull, Dove, and Art Basel.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?

Esther: As a first-generation immigrant from Ghana, I have faced many challenges and overcome numerous obstacles to succeed in the USA. Arriving at JFK Airport and being greeted by our host family with pizza and an American flag to later struggling to make ends meet and walking through snow-covered sidewalks to get to school or work are experiences I'll never forget. Yet, I have persevered through difficult times and developed a strong sense of drive and determination. I have worked hard, even taking on multiple jobs in college to pay tuition, and have relied on my grit and determination to push through failures and setbacks in my personal and professional life. My experiences have shaped me into the resilient and hard-working person I am today and have allowed me to bring a unique perspective and determination into everything I do.

Adam: What are three things everyone should understand about marketing?

Esther:

1) Marketing is about understanding and meeting the wants of your target audience. Therefore, the most effective marketers tailor to the specific needs of the audience they are trying to reach.

2) Marketing involves a wide range of activities and channels, but the key is to create a value proposition. This makes your brand unique and makes you stand out amongst your competitors.

3) Marketing is constantly evolving, and so is its technology. It requires a combination of tactics and strategies. The tactics can be a combination of advertising, PR, social media, content, and email marketing, but together, it drives the marketing strategies and provides the roadmap to success.

Adam: What is your best advice for those working at big organizations on how to best climb the corporate ladder?

Esther: My advice would be for all women, especially women of color, who want to climb the corporate ladder. 

• First, focus on your performance and results and deliver high-quality work that meets and exceeds expectations. 

• Find your allies in leadership. Build relationships and networks with other professionals within the organization. These relationships will help you to gain visibility and support your intentions for growth when the right opportunity aligns.

• Lastly, don't be afraid to communicate your career and personal goals to leadership. Managers can only advocate or support your goals if they have visibility into your intentions and ambitions. Speak about them confidently and when the opportunity arises, raise your hand, present your portfolio of career highlights and make it clear that you want it.

Adam: What is your best advice for entrepreneurs and those working at small businesses on how to cultivate relationships with and sell to large companies?

Esther: Build relationships with key decision-makers at larger companies by attending industry events, on social media, or working with a sales representative who can introduce you to the right people. With that said, be persistent but not pushy. Understand that it takes time to cultivate a trusting relationship that leads to a sale. People do business with clients they trust and repeat business with clients who deliver results.

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?

Esther: Emotional intelligence: is a key quality of effective leaders, as it enables them to be self-aware and attuned to the emotions of others. This allows them to manage their behavior and relationships effectively, creating positive and supportive environments where team members can thrive. By demonstrating empathy and understanding, leaders with high emotional intelligence can build trust and foster collaboration among team members, leading to better outcomes and greater success. Effective leaders create positive, supportive environments that drive and encourage success.

Respect and Gratitude: As a leader or aspiring leader, it's important to remember that respect and gratitude are crucial elements of effective leadership. This means showing respect and appreciation to all team members, regardless of their position or role within the organization. This includes janitors, cleaning teams, security teams, and all other teams that may not have as much direct impact on the organization's revenue. By showing respect and gratitude to these team members, you demonstrate your values and help create a positive, supportive culture within the organization. This benefits your team members and also helps to keep you grounded as a leader connected to the organization at all levels. Also, consistently showing respect and gratitude to your team can build trust, foster collaboration, and create a more positive and successful work environment.

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?

Esther: 1) Stay adaptable and open to change: The world is ever-changing, and effective leaders are responsive to this. Be open to new ideas, take calculated risks by being flexible in your approach, test and learn by trying new things.

2) Foster collaboration and build relationships: Leadership is all about relationships within your organization, the community, stakeholders, and key partners. Build trust, be open to different perspectives, and work together to achieve common goals.

3) Communicate clearly and effectively. Clearly articulate your vision and goals, listen to others and adjust your communication style to your audience.

Adam: What is the single best piece of advice you have ever received?

Esther: Being true to yourself is essential for personal and professional success. You can build trust and create meaningful connections with others by being authentic and genuine. In the workplace, this means being honest and transparent and bringing your unique perspective and strengths to work. Outside of work, being yourself allows you to build genuine relationships and pursue meaningful activities. By being true to yourself in all aspects of your life, you can create a sense of purpose and fulfillment and be more effective in your life holistically.

Adam: What is one thing everyone can do to pay it forward?

Esther: Become an active and engaged member of your community and support a local business that aligns with your interests and values. Then, take action to make a positive impact or a difference in the world. This can look different for everyone, but the ultimate goal would be to make a positive impact or difference in the world.

Thank you so much for your time, Adam.


Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally-recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.

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