Thank you to Kelly Ferraro for sharing your wisdom with us today!
What's your philosophy as a Visionary Leader?
I am a Solution-based leader. It is important for me that both myself and those on my team are always thinking about creative problem/solution fits. We dedicate much of our time to ensuring that we are curating programs for our clients that are results-driven, and that comes from the ability to creatively find and implement solutions.
What is your company's Vision?
My vision is to see my company grow our client base strategically, while helping my teammates grow their careers through encouragement, consistent communication, and positivity.
I see the role of communications as one that can bridge the gap, especially in industries such as Web3. Many of the use cases and projects can be complex. Our team can help break down that complexity and reach a wide audience through concise narratives. I believe that people want to do good work when they feel empowered, and that is something I strive to give my team.
How did it come about? (What was the impetus?)
The impetus for starting my own firm came from the fact that, truly, I was not the best employee. This is not to denigrate myself in any way; it is because the box that I was put into was not one that had the room that I needed to grow. And that box got tight and stifling. This happens to many who have leadership abilities who are expected to conform to set standards and are not able to achieve results as creativity is not encouraged.
When I began my own company, it was pre-Covid and remote work was sort of this 'earned fantasy' as I call it. It was reserved for a select few. When the time arose for me to start something on my own, forging a path that no one else was going to carve out for me, I made a promise to always treat people with respect.
Five years later, I sometimes cannot believe that the life I have is one that I always envisioned but did not lean into enough to allow it to come to fruition. One of my biggest supporters is my husband, who helped me along the way and made my vision real.
Why do you think it galvanizes and inspires your team?
I am truly excited by what we do and my team knows that and sees that. Securing solid media results for my clients does bring me joy. When people see that you are excited by something, they get inspired. I also love finding narratives and creating a worthwhile pitch and I have seen several teammates find that excitement too. When you see someone who is proud of their work, that is something that really makes me happy!
My team sees that I am involved in our day-to-day work and they know that they can come to me for help, questions and to brainstorm ideas. I also give our team opportunities to attend conferences and make connections where it makes sense. When I see them succeed, without any micromanagement, I know I am helping another generation become empowered. I will not ask anyone on my team to fit into that box I described. It is important for me to help my team grow, and to give them the tools they need for success. Sometimes those tools come in the form of opportunities, and when you see someone take the ball and run, you know you are doing something right.
Do you also have a Vision for your personal, financial, spiritual and relational parts of your life? How has it impacted your life?
I do have visions for all aspects of my life. There are times that I get stuck, meaning that the things I think I want may not be for me long-term. I sometimes realize that what I have not yet received is due to mixed messages and signals I am giving.
However, that being said, my life became much more meaningful when I realized how much of it I control through my thoughts and my vision, coupled with my actions. I get excited about the possibilities ahead. On very good days, I do feel like "wow, this is my life." And on bad days, I wonder "which one of my bad thoughts set off the tone of the day?"
But I will say, things that I have wanted to personally happen have indeed come to fruition. Today, I am able to enjoy experiences that five years ago were only thoughts. And thoughts are different from visions in the regard that you really FEEL your visions.
Vision + action = a new reality.
How do you keep your Vision front and center?
I use journaling to help me remember what I want to achieve. When I wrote things down as a student, I recall being able to get better grades because I would remember and understand better than simply reading something. When I write down my wants and action items, it makes a big difference.
When I feel like I got off track with my vision, I tend to do what I call a 30/5 journal. That is 30 days of writing down 5 things that I am grateful for each day. It shifts your perspective and mindset and it really helps to instill positivity. I recommend doing this early in the day to set the tone for what lies ahead. Also, working out has been impactful as there is a big mind-body connection, and tapping into that is vital.
Describe a moment where you *knew* you were living your Vision.
I was in the Tibidabo hills in Barcelona, overlooking the entire city, all the way down to Barceloneta Beach, having a glass of cava on the balcony of my beautiful hotel room. The day was turning into night and I saw the line in the sky, and I thought of the song from Moana where she sings the following lyrics:
"See the line where the sky meets the sea? it calls me
And no one knows how far it goes
If the wind in my sail on the sea stays behind me
One day I'll know
If I go, there's just no telling how far I'll go"
I thought of my kids and how we watched that movie many times. I thought of that song being played at my older daughter's preschool graduation in 2017 and it all hit me that "there is no telling how far I'll go." I got myself to this beautiful place, and was about to embark on a work event and that moment just hit me… I created that. It is a powerful feeling that all of us are able to achieve!
What do you want other aspiring Visionary Leaders to know about the Visioning process?
The Visioning process takes time. It doesn't happen overnight. But it does happen when you are consistent, grateful and positive. Negativity, which I've experienced more than I care to admit through my life, does the body and mind no good. You have to want to turn into the you that you know you can be. Boy, that was a mouthful :) But, in all seriousness, the process is one that you find on your own. When you do find it, lean into it and make it your own. You will be so happy you did!
What else is key to living a life of confident clarity and contentment?
I really have to say that gratitude is first and foremost. And that took me a while. And sometimes, when I complain, I am reminded, especially by my husband, that this is a good life.
Contentment also happens when you let go of what others think of you (who really cares!) and you start thinking highly of yourself. Know your worth and the confidence happens. Now, I sometimes wish I could tell my 25 year old self these things, but I am fortunate to be raising two girls, 9 and 11, who will benefit from my experience. And then, they will have to find their own paths - bumps and all.
Kelly Ferraro
Kelly is the Co-Founder, CEO & President of River North Communications. With over two decades of experience as a corporate communications professional with hands-on experience in TradFi and professional services, she is well-equipped to lead the full team, while designing and implementing media campaigns that align with and meet business objectives. During her tenure with Bank of America and Guggenheim Securities, along with elite media and marketing agencies, she utilized her deep understanding of the industries she covered to craft integrated visibility and reputation management programs that accelerate momentum with audiences that matter.
Kelly, who has an opinion and events column with Grit Daily, manages her team across a multitude of industries, which include legal, legaltech, private equity & fund management, real estate, education finance and more.
Kelly personally oversees all Web3, blockchain, and cryptocurrency programs and has been deeply engaged in this dynamic sector since 2017. She is a true believer in decentralization and building use cases that reach the masses to promote financial security along with positive and lasting change.