Embark on a remarkable journey into the realm of Deandra Coleman, where a blend of unwavering passion, remarkable expertise, and an unwavering commitment to diversity, equity, and inclusion intertwine, giving rise to a truly transformative force. In her capacity as a consultant specializing in minority pipeline and retention, Coleman’s purpose stands resolute: to foster a workplace environment that embraces inclusivity, enabling each and every individual to flourish.
Having traversed the challenging path from a former high-ranking corporate executive to the esteemed position of CEO at Beyond The C-Suite, Coleman possesses a profound understanding of the obstacles confronted by accomplished Black women in executive roles. However, her dedication transcends mere empathy; she is resolutely committed to propelling equity forward for Black women within the realm of corporate America, bestowing upon them the power to unleash their boundless potential.
Below are highlights of the interview conducted between World’s Leaders and Deandra Coleman:
Describe your background, and what did you do before you started/joined the company?
Prior to starting my company, I was working in corporate America. After I obtained my MBA, I became chief operating officer of a company and then moved to another, where I was senior vice president. That position was actually created for me because, when I interviewed, it was very clear that my capabilities far exceeded any position that they had already in existence. So yeah, I was working in corporate America, climbing that corporate ladder, but I quickly learned that it was not a place that I wanted to stay in for very long. My working environments were toxic for me, as they often are for so many Black women.
Tell us about the inception of the company. How did it all start?
While I have held senior-level and c-suite positions, I quickly learned that corporate America was not a space I could operate in forever. My positions left me feeling inadequate, doubtful of my purpose, and underpaid. My c-suite role left me crying on the way home from work every day because my boss would not let me do the work she hired me to do. After I began, she quickly felt threatened by my knowledge and ability to relate to my team. More and more, I became her gofer as opposed to doing the high-level work that I was amazing at. I say that corporate America is mentally, emotionally, and financially abusive to Black women, and I stand by that wholeheartedly. My goal is to help flip these truths on their heads and assist 1,000 Black executive women to move past these roadblocks to their success and happiness. I may not have chosen to stay in corporate America, but for those who do, I want to help them achieve their ultimate goals. I started Beyond The C-Suite because, unfortunately, Black women are still underrepresented in c-suite roles, senior-level executive positions, and board appointments and still only earn $.64 to the white male dollar. I have a goal of elevating at least 1,000 Black executive women to thought leaders and subject matter experts in order to enable them to write their own ticket when it comes to career growth.
What has made you successful? What do you value?
There is no one thing that I can pinpoint and say has made me successful. It’s a culmination of a lot of things. It’s a culmination of dedication, time, resiliency, and fortitude. It’s a combination of creativity, imagination, getting into the weeds, and doing the work. There are a lot of things that make me successful.
What are the most important aspects of a company’s culture? What principles do you believe in and how do you build this culture?
My company’s core brand values are:
- Authenticity: Be who you are ALWAYS
- Excellence: Always go one step above.
- Freedom: financial, mental, emotional, and time
- Autonomy: The ability to do things on your own accord
- Luxury: in experience, not necessarily expense, but both are welcome.
- Laughter: Because it just makes everything better.
- Rest: After you’ve done all that you can, rest…without guilt.
The core brand values are at the center of my company’s culture. The reason these work so well is because they are not only my company’s core brand values but also my personal core brand values. I strive to embody these every day and bring them into every interaction that I have inside and outside of the office. To ensure that my team and my clients embody these values, I communicate them regularly, include them in all important documents such as proposals and contracts, and do regular check-ins with my people to see how they are incorporating them into their work and lives.
What are your responsibilities as the founder and CEO of the company? What is the happiest part of your daily routine?
My responsibilities as the founder and CEO of Beyond the C-Suite are innumerable. Right now, I am involved in everything from hiring, onboarding, training, and firing. I handle everything from creative marketing ideas to program and service development. I still have a hand in everything that we do. My company is not large enough to the point where I can completely step away from the day-to-day activities, nor do I want to, because that is what I thrive off of. So that is really what makes me happiest: when I can sit down and be innovative and think of new ways to serve my clients. I am a strategist at heart, and so I find that my best work is done when I’m able to really figure out how to move people from point A to point Z in the most efficient and effective way possible. That’s going to get results.
So that’s what I really love doing on a day-to-day basis. In terms of my responsibilities, they are numerous and vast; they really run the full gamut from frontline worker to behind-the-scenes bookkeeper!
What advice would you give someone going into a leadership position for the first time?
The advice that I would give someone going into a leadership position for the first time is to first really know their personal brand and leadership style. How do you want to lead? What type of leader do you really want to be known as? What is the goal at the end of the day? I always say that a leader should learn first. So be open to learning about your team and what it is that they need.
Be open to getting your hands dirty first to show your team that you are in the trenches with them. Anybody going into a leadership position thinking that they’re going to reign on a throne and just point fingers and say, Do this, do this, do this is the wrong person for the job. A leader is a servant first and really has to understand how they want to serve their team in order to be effective and impactful.
