PPB November 2020

know those corporations really helpedmy business expand, and I developed really tight relationships with those companies,” says Steele. To effectively serve her expanded audience, Steele looks within her own community for guidance. Steele, who is Jewish, has one son who is half Black, and she is married to a Tibetanman and they have a daughter together who is half Tibetan. “My own family and friend group tends to be very diverse, so I think I was always pulling from the interests, tastes and trends that were going on aroundme,” says Steele. “And I just think the more I spent time with diverse clients, it was like osmosis—one thing I learned fromone client would helpme with another.” Steele says she is happy to see a renewed interest in diversity, encouraging people to step outside their comfort zones and connect with different people. “It doesn’t have to be a big effort,” she says. “You just have to surround yourself with it and you will become it. You just have to be about it.” PPB spoke with Steele to learnmore about making diversity a priority, instead of an afterthought. PPB What advice would you give to other business owners looking to expand and diversify their business? Steele I would say to look outside of people with industry experience and to people who have experience that is still relevant, like in sales or product development, who bring a different point of view to the industry and take a chance on them. Hire them and support them—they may need a different level of support at the beginning, but the return will be worth it. PPB Looking back, what would you have done differently? Steele I would have helped and brought along more people into the distributor’s side with me and pulled more people into sales from all walks of life to help improve our industry. PPB What are the biggest lessons that you have learned from working in the industry? Steele There are two main lessons that I have learned. The rst one is, try your hardest then take a look at the work you have done and then try again. Try even harder than that and every day, keep striving to do the absolute best. Question what you are doing. The second thing I would say is to really strive to listen and pay attention and make sure that you are really understanding what the clients need so that you can give them the result that they are looking for. Don’t let your own preconceived notions get in the way of what that client actually needs. Kristina Valdez is associate editor of PPB. www.americanaccents.com BEVERAGE WRAPS & SLEEVES Material adds insulation & allows for easier grip Digitally printed with 4-Color Process Corrugated surface adds interest & dimension Design allows for quick & glue-less assembly 50 piece minimums! 3 day turnaround Made & printed in the USA Made from renewable resources Recyclable & Biodegradable PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 888.287.7883 | customerservice@americanaccents.com (Beverage Wrap) (Beverage Sleeves) Pre-assembled for added convenience | NOVEMBER 2020 | 97 CONNECT