Donna Maria of Indie Business Network: 5 Things You Should Do To Become a Thought Leader In Your Industry
An Interview With Dina Aletras
I assess my business goals on a quarterly and annual basis and I make sure they are in alignment with my long-term strategic vision. If anything is not in alignment, I shift and pivot. Some shifts have been big but most have been small because I am very clear about my long-term vision of empowering people to maximize their potential through small business ownership. That has never changed.
As part of our series about how to become known as a thought leader in your industry, I had the pleasure of interviewing Donna Maria.
Donna Maria is an attorney, SCORE-certified entrepreneur mentor, and founder and CEO of the Indie Business Network®, a membership based small business training company that helps people create, launch, lead, and grow a sustainable business. IBN, which will celebrate its 25th anniversary in 2025, is home to 2,500+ makers of artisan made goods like candles, bath and body products, small-batch foods, and other luxury items. Donna Maria is also the creator of the Lifestyle CEO™ program to help people build a lifestyle business that gives them more purpose, more profit and more play.
What establishes you as an authority on thought leadership? Could you briefly share your expertise with our readers?
Over the past quarter century, I have become one of the most consistent and prolific messengers of empowerment for those seeking uplift and encouragement in the small business arena — particularly as it concerns makers and artisan entrepreneurs. I have written thousands of blog posts, hosted and produced hundreds of podcast episodes, appeared in numerous magazines and books, published thousands of newsletters and social media posts all sharing the message that entrepreneurship is for everyone. When people ask who can help them create, launch, lead and grow a small artisan maker business, my name almost always comes up.
Can you recall a funny mistake you made when you were first starting out? What lesson did you learn from it?
After I quit my law firm job to start my own business, I thought being my own boss meant doing what I felt like doing all day long. My first few weeks of full-time entrepreneurship were spent working when I felt like working and just hanging out the rest of the time — driving around, meeting up with friends, soaking up the sunshine without a care in the world …. I quickly learned that I had to build new routines and discipline myself to get work done and that no one was going to tell me what to do or hold me accountable. I had to reign myself in, and fast! I learned that I could have fun, but I first had to discipline myself so I could create the margin needed to see my friends and soak up the sunshine later!
What are the most significant disruptions you foresee in your industry over the next five years, and how can businesses adapt to these changes?
Significant Disruption №1: Artificial Intelligence is going to further personalize everything so that online learning/training is not generic, but customized for individuals. This will force people to use technology in ways that meet people even more where they are, and those are the service providers who will not only be most profitable, but who will have the biggest and most transformational impacts on people’s lives.
Significant Disruption №2: Community will become more important than content. Currently, consistent content creators are rewarded with eyeballs — which attract advertisers. But eyeballs are becoming more and more fleeting as it becomes harder to maintain people’s attention. The ability to nurture and maintain a community will become more important than the ability to simply pump out content. Brands will want more than eyeballs; they will want repeat eyeballs, and you need a community to deliver that.
Can you explain the benefits of becoming a thought leader? Why is it valuable to invest time and resources into this?
To sell your product or service, you have to engender trust. The best way to do that is to consistently share with the world a message that is unique to your brand. You can do this through blog posts, podcasts, social media posts, interviews with the press, speeches, etc. As you do this, you become known as a thought leader in your field. This attracts your target audience, which provides you with endless opportunities to sell your products. For entrepreneurs, those are some of the best reasons to invest your time and resources into becoming a thought leader.
Can you share an example of a significant challenge you faced in your career and how you leveraged innovative thinking to overcome it?
There came a time when I was simply spending too much time in meetings. I was saying, “Yes” to everyone who asked for a meeting and it was crushing my ability to invest time in myself and my highest priorities. It may sound simple, but my “innovative” solution was two-fold. I stopped having meetings before 11am and after 3pm and I only have meetings with non-clients or people outside my team on one day per week. This forces me to be intentional and selective, and I only schedule meetings that fit my highest priorities. 90% of issues people request to be handled in a meeting can be effectively addressed via email or via text anyway :)
Can you share five strategies that someone should follow to gain recognition as a thought leader in their industry? Please include examples or stories from your own experience for each strategy.
1. I published a book in my field. My book was published 25 years ago. It is still available on Amazon and in bookstores and I still get new clients and members when people see the book in stores and online. If you want to be recognized as a thought leader in your industry, publish a quality book in your field.
2. I host and produce the Indie Business Podcast, where I have presented of episodes that cover topics directly aimed at the people I serve. In fact, my podcast guests are my clients and members. This has been a great way to get to know my own clients better as I celebrate the successes and spread the word about how my business serves them.
3. I stay on top of emerging communications technologies and channels. Over the years, I have been an early adaptor of email marketing, blogging, social media, and podcasts. For instance, I have published over 2,000 blog posts since 2007. Not only does blogging help me clarify my thoughts, but it also serves as a journal of my entrepreneurial adventures and successes. It attracts search engines to our website and provides a boost of credibility to the business and to me personally. New clients and members find us on search engines all the time because our blog leads them directly to us. The same is true of social media, and now podcasts. They all work together to amplify your message.
4. I speak at conferences. Speaking at conferences that attract our target audience continues to position me as a thought leader in the industry and it delivers new business every time I do it.
5. I appear on other people’s podcasts and media outlets. I never turn down an opportunity to speak or be interviewed on other people’s podcasts and media outlets if their audience would be interested in what I have to share. Even small outlets are great media features if someone will listen to or read it and be helped by it. Any opportunity to show your expertise with another person is an opportunity to help someone. Accept as many as you can!
How do you foster a culture of innovation within your organization, and what practices have you found most effective in encouraging creative thinking among your team?
We are constantly experimenting and trying new things. We believe in taking action. We are not afraid to try something new. If it doesn’t work, we stop doing it. We don’t need to think about things for a long time. If we think it might work, we try it and give it a chance. We are nimble and we notice really fast if something catches on. If not, we are used to failing fast. We do not overanalyze anything. We take action! This nimble, fearless strategy has worked — and it makes things fun and exciting!
Who do you think is an outstanding example of a thought leader? What specific qualities impress you about this person?
Fawn Weaver, the founder of Uncle Nearest Premium Whiskey in Shelbyville, Tennessee. She is focused and unmovable. She is sure of herself and the power of the message of the Uncle Nearest brand. She works hard, but focused so none of her energy is wasted on things that don’t matter. She is intentional and brave. She doesn’t always know the outcome she’s going to get, but she knows the outcome she wants and she takes action to get it. She is not limited by how things have always been done. Instead, she decides how things should be done based on the result she wants to get. She is a human master class in entrepreneurship all by herself. Every business owner should follow and study her.
How do you stay informed about the latest trends and developments in your field, and how do you incorporate this knowledge into your strategic planning?
I read books and articles and listen to podcasts, and I try new things they recommend. I repeat what works and stop doing what doesn’t work.
Some people feel that the term “thought leader” is overused and has lost its impact. What are your thoughts on this?
I disagree. Some people think email marketing is dead just because we now have TikTok and Instagram. Not so.
There will always be thought leaders because people are attracted to leaders who think because we are vocal about sharing the thoughts and ideas that shape and stimulate the conversations that people want to have. People will always want to have stimulating conversations and thought leaders will always be happy to start them. So, no. I don’t think the term or the people are going anywhere.
How do you balance short-term business goals with long-term strategic vision, especially in a rapidly changing market?
Well, you have to keep changing.
I assess my business goals on a quarterly and annual basis and I make sure they are in alignment with my long-term strategic vision. If anything is not in alignment, I shift and pivot. Some shifts have been big but most have been small because I am very clear about my long-term vision of empowering people to maximize their potential through small business ownership. That has never changed.
Can you share your favorite life quote? How has it been relevant in your life?
“How you do anything is how you do everything.”
I’m not sure who said this, but the quote is attributed to Martha Beck. It is relevant in every area of life because it reminds me to have high standards of performance at all times. If I don’t do my best at one thing, my standards will slip in other areas and I will eventually slide down the slippery slope of mediocrity. I do not want to be there, so I don’t aim to do anything unless I aim to do it with excellence. That way, I don’t have to worry about how I do everything.
Many influential figures in business and entertainment follow this column. Is there someone you’d like to have lunch or breakfast with? They might notice if we tag them.
Fawn Weaver @fawn.weaver
How can our readers further follow your work online?
https://www.linkedin.com/in/donnamaria
https://www.instagram.com/donnamariaceo
Thank you so much for your insights. This was very insightful and meaningful.
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
