Building with the feminine economy in mind.
When I started building Holbrook, my motivation was in large part because I have a vision for how business can be done differently. After nearly two decades working in a corporate landscape, I had some theories on what was and was not working, how it could be improved and the impact that would have on the humans working for and interacting with a business. I was thrilled (and validated) to find that others also believe there is a different way and are making strides to bring it to life.
As I have and continue to build, I keep centered on the principles of the feminine economy created by Sister -- an impactful organization that encourages, supports, and guides the transformation of business to something much different than many (most? all?) of us have been accustomed. While my head was already musing in this place before I began, it’s almost as if much of what has transpired in the last year (a global pandemic, social justice uprisings, a faltering economy, dialogue about essential workers, and on and on) is encouraging all of us to envision a different, healthier way forward.
Sister posits that when the ideology of capitalism is dissected the traits seem to be that of “a very masculine economy” -- scarcity consciousness, perpetual consumption, ego, profit worship, domination of people and nature, inequitable distribution of wealth, hierarchy, competition, individualism, the myth of the meritocracy. As we reflect on this past year in particular, we can see how all of this has shown itself in a variety of ways -- the Amazons, and more specifically Jeff Bezos et al, of the world making record-breaking profit while others are left with the choice of risking their own health and that of their family for the sake of making an income, the staggering number of women (and particularly women of color) accounting for nearly all job losses in the United States, the outrage at how the closure of businesses and schools as a public health measure will impact the economy rather than a discourse about human health, that our Black brothers and sisters are expected to show up, perform their jobs as if nothing is wrong when they have and continue to endure the devastating centuries-old trauma of racism, working as if everything is “normal” while emotional and mental health languish. If we stop to think about all of this, and countless other examples, there has to be a better way. Who is this working for?
If capitalism is an economy that values masculine traits, what could another economy look like?
What if instead of the above, we focused on collaboration over competition, abundance over scarcity, acknowledging that oppression, racism and sexism have very real consequences that debunk the idea of a meritocracy, that we are all connected with one another and the planet, that our lives are complex and full of a variety of challenges that impact how we feel and aren’t (and shouldn’t be) necessarily checked at the door upon starting one’s workday, that rather than business and a job being some place that one endures to receive a paycheck and climb a ladder if they’re so inclined, it can be a source of healing and a model for a new social and economic order.
I know it sounds radical...or does it? Stop to think about what your work life has been like for the past 18 months and beyond.
I’ve spoken with dozens of people about their work and no one is thriving -- in most cases people express that they’re just barely holding on. Their companies expect them to continue to perform at peak levels while they juggle parenting, educating their children, taking care of their own well-being all while managing the stress and emotional toll that this time has taken on them. While a global pandemic and its repercussions are certainly not typical, it appears it has forced many to evaluate what really matters, what they really want (or don’t want), and ponder what else is possible. I’ve observed as people talk about their shifting priorities, having frank discussions about big life stuff (their relationships with partners, family, friends, and work). And yet it all seems so daunting to break out of what has always been, however uncomfortable it might be, because in a way the discomfort of it has become a comfort, or at least provides a (false) sense of security and certainty. What if instead we measured our success differently? What if this time is actually a moment of transformation to a healthier, more equitable future?
Transforming our relationship to money, work, the earth, our bodies and each other.
Holbrook envisions a different future and we proceed in the spirit of iteration, experimentation, and innovation with the possibility that something new can flourish. We will play and test theories to find what is in best service to people. But what does this actually look like in the day to day?
Abundance over scarcity. One could argue that Portland already has too many creatives and creative agencies. I even spent time wading in this sentiment before building Holbrook in earnest. But instead of the lens of scarcity we held space for the notion of abundance -- that there is room for all creatives in this space.
Work to live, don’t live to work. Many in the United States are on the grind obsessed hamster wheel -- I was once too. You know the one -- where it’s a badge of honor to put in soul-killing hours where you send emails in the middle of night, work through your lunch, miss or are distracted from dinner with your family, go on vacation but still check your email and work, the ultimate measure of success being income, and also the very real fear of stepping off said hamster wheel and what it might say about you and your worth. Holbrook aims to build a work culture that makes space to live fully. Our full time work week is no more than 30 hours per week and is flexible to make way for life, whether that’s a slow start to your morning so you can share an intentional coffee with your partner before starting your day, a walk with your dog or kid in the middle to clear your head, change your perspective and breathe some fresh air, carving out space and time to cultivate your own dreams, and adopting our most recent life mantra #morebigasstreeslessbullshit.
Empathy. It’s part of our guiding principles and we institutionalized it. Deep empathy for one another, for our clients, for customers. We create space to tap into emotions and understand them; we sit with the reality of someone speaking their truth, accepting it as their truth, even if it at times feels uncomfortable.
Embody our values. Serious time has been spent reflecting on personal values as well as the values of Holbrook. Are you able to clearly articulate yours? I found myself in a place where I felt so disconnected from myself that I didn’t feel clear. It was a profound exercise to reflect and articulate them and then guide my days in alignment.
Integrate. Bring and allow others to bring their whole selves to work. I believe that when people feel seen and safe, they’re more brilliant. Who doesn’t want to be brilliant? We’re defaulting to psychologically safe work practices -- this means fostering trust through transparency, coherency and consistency, suspending judgment, clear and kind communication even in conflict, and making space for and celebrating authentic sharing.
Make new definitions of success. We are bombarded with imagery and notions of what it is to be happy and successful -- the ideal partner and/or family, the instagram-worthy life, the “right” job, you get the idea. What is it that truly makes you happy? Do more of it.
A business can be a prototype of the world you want to live in.
If you’ve made it this far it’s likely you’re thinking somewhere on the spectrum between this all sounds like a breath of fresh air and I’ve just slogged through the musings of an idealist. What if both are true? Our dreams can never become real without intentional action and purposeful direction in pursuit of them. Whether we want it to be or not, our work has a considerable impact on our life. The decisions and choices businesses make affect us and the planet greatly. What if we envisioned a different way? At Holbrook we do. We hope you stick around for the ride.
