There’s an overwhelming notion in society that intelligent women who have potential don’t go into creative fields. Fashion is too fluffy, a writer’s life is seemingly low in financial prospects and not to mention, the competition is overwhelming, interior design lacks substance and the list goes on. For Jean Thompson, the CEO of Seattle Chocolates, her creativity was what launched the sustainable success of her business. The Her Campus editorial team sat down to have an interview with her during her most recent visit to Bates College:
How did you become an entrepreneur?:
The linkage to liberal arts is entrepreneurship. We’re natural entrepreneurs. You learn how to put on so many hats and learn how to do so many roles. Often, the only missing link is funding! I started investing in Seattle Chocolates, which was at the time, a company that was only a decade old. I had made enough money from Microsoft in the late 80’s to save the company when it wasn’t doing well financially 12 years ago and I started rebuilding the brand. It was a natural step for me and I took the skills I had from working in advertising and marketing at Microsoft and translated them to the chocolate business. I had never read a business plan or spreadsheet until I came to Seattle Chocolates, but I brought forward a creative education and a creative edge. For those of you who are interested in entrepreneurship, take a look at eonetwork.com, the Entrepreneurship Organization, which I am a part of.
Tell us more about how you developed and personalized Seattle Chocolate’s branding:
The creativity in Seattle Chocolates is the beautiful packaging. That part of the brand is me. Your brand needs to reflect who you are. I had a friend in the chocolate business who made fabulous products and when the market started to advertise more towards women, he began marketing like he was a woman, but it was so disingenuous. He had a good product, he had good chocolate, but his strategy drew away from his central core. Stay true to who you are.
What is your differentiating point and special product?:
Truffles were the differentiating point of the brand. I don’t know if I would have necessarily made it a truffle, but I don’t want the extra fat from all the truffle – just a single piece of chocolate!
What is your latest project?
J. Cocoa , it’s the perfect storm of everything I love: fashion and chocolate. The J stands for Jean and the cocoa is pretty self-explanatory. It’s an uber premium bar because the process that it takes to make the chocolate and to design the gorgeous packaging is quite extensive.
How did you build your team?
I have a friend from Microsoft who works part time as my VP. She completes me because I don’t have the talent to do everything. She’s incredible, a stay-at-home Mom who does this on the side, but she can hammer out details like no one else. I need loyalty and I need to be smart about giving flexibility. You have to be the weakest member of your team if you want to be a star. Surround yourself with people who complement you. You need to step back. My philosophy is that A’s hire A’s and B’s hire C’s. I did a great job of hiring people. They’re collaborative, run things by me and keep me in the loop. You want to find people who add value and who you have confidence in. You accept people for who they are. Take away what they aren’t good at. Make them do what they are good at. Let people do what they do.
Any good books that you would recommend?
Blink by Malcolm Gladwell