Female Disruptors: Ashley Akin On The Three Things You Need To Shake Up Your Industry
An Interview With Vanessa Morcom
“Try to always think a few steps ahead so that you get around mistakes before they happen.” While this level of proactivity is not always possible, I try to find mistakes before they happen. When I am project planning work, I make it a point to map out potential risks and mitigation plans so that I have some ideas in my back pocket before I need them.
As a part of our series about women who are shaking things up in their industry, we had the pleasure of interviewing Ashley Akin.
Ashley Akin is the Head of Business Development of Willow & Ivy Press — the ultimate stylish greeting card brand with a touch of playfulness. Started as an extension of Leanin’ Tree greeting cards, Willow & Ivy is on a mission to make cool cards that keep people close and connected with fun and feminine images that feature a variety of playful touches like bold colors, glitter, and foil, as well as hints of humor that spread a little love wherever they go. All cards are made in the USA, use responsibly sourced paper and printing materials, and are curated by a team of all female writers, designers, and mentors.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I started my career in strategy consulting, and I developed a love for helping companies with innovation, solving problems, and transforming their processes by following strategies backed by data. I worked for three years at a consulting firm where I perfected my strategy skillset and developed a toolbox of foundational skills that I still use every single day. When I had the opportunity to join Leanin’ Tree and build a strategy behind a new product launch, I was in! I love it, and I am so glad to be a paper person.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
Willow & Ivy Press is a new contemporary card brand created by an all women team of writers and designers that brings together the best of today’s design and color trends. One might be surprised to learn that we are actually a division of Leanin’ Tree, a mainstay in the greeting card industry for over 75 years. Launching Willow & Ivy Press is a huge shift for Leanin’ Tree. The product is entirely different than Leanin’ Tree’s core offering and aimed at a new, distinct audience. Willow & Ivy Press cards are smaller sized, with round edges, premium paper, and beautiful embellishments (die-cut, emboss, glitter — we have it all!). I am proud of the way our teams have come together to make it a reality.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Willow & Ivy Press debuted at Noted this year which was my first ever trade show and one I will never forget. Our Creative Director and I had planned an ambitious set-up, with floor-to-ceiling vinyl graphics, custom shelves, sample packs — the works. Now, I know how to make 60-page PowerPoint so how hard could adhering vinyl and screwing in shelves be? Let’s just say a whole roll of duct tape (from the gracious maintenance team at our hotel), a few Target runs, and several hours later, I learned more about uneven walls than I care to admit. I also learned that the community of greeting card makers are some of the most kind and supportive folks you will ever meet.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
I have had countless mentors who have shaped me into the person I am today, and I am so appreciative of the time they have invested into my career growth. One mentor during my internship set up a reoccurring 30-minute meeting on her calendar titled “set up Ashley for success.” During those 30 minutes, she would think about my week ahead and consider what else she could do to help support my internship journey. How awesome is that. I am so grateful of the time she spent ensuring I had an impactful internship. It was truly a launchpad for my career. As I have gained more experience, I look for ways to invest in others as my mentors have in me.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
I think disruption is generally positive overall. Disruption brings innovation and generally better products for consumers. Sometimes though, corporations struggle to develop the infrastructure needed to minimize the potential negative impacts of change. It requires balance and an awareness of outcomes.
Can you share 3 of the best words of advice you’ve gotten along your journey?
1. “Remember, it’s all practice.” I often repeat these words in my head when I am faced with a daunting task or challenge. No matter how large or intimidating the next step is, it’s always practice for something greater. When I frame the challenge around that mindset, I can work through the trepidation to do my best.
2. “Try to always think a few steps ahead so that you get around mistakes before they happen.” While this level of proactivity is not always possible, I try to find mistakes before they happen. When I am project planning work, I make it a point to map out potential risks and mitigation plans so that I have some ideas in my back pocket before I need them.
3. “Keep it pithy.” I had no idea what pithy meant when I first heard the word. Pithy is defined as “brief but full of substance and meaning.” When I write emails or create briefs / decks for leadership, I try to keep things pithy — punchy and to the point but with the details that influence decision making.
We are sure you aren’t done. How are you going to shake things up next?
Absolutely — we are just getting started. We launched our initial offering of greeting cards on June 3rd of this year. In the Fall, we will be introducing our Spring seasonals which are some of my favorite occasions. Valentine’s Day, Easter, Mother’s Day, Father’s Day, and Graduation — we will have it all! Our plan is to continue to bring new products to Willow & Ivy Press and expand the brand beyond greeting cards. We have exciting plans in the work! Stay tuned for more!
In your opinion, what are the biggest challenges faced by ‘women disruptors’ that aren’t typically faced by their male counterparts?
Getting one’s voice amplified in a room. I once had a mentor point out that it was helpful to amplify the voices of other women in a room. Echoing other women disruptors impacts the momentum of what needs to be changed and supports voices that are not always heard.
Do you have a book/podcast/talk that’s had a deep impact on your thinking? Can you share a story with us?
I am a huge fan of Angela Duckworth. I admire her work and career. I started listening to her on the podcast, No Stupid Questions, and recently read her book, Grit: The Power of Passion and Perseverance. Her book transformed my mindset. I don’t naturally consider myself a gritty person, and I’ve been working to foster a mindset of grit over everything.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
Be a lifelong learner. I love learning and am always inspired by new knowledge. If I could inspire one movement, it would be to encourage people to learn about anything and everything that inspires them.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“Don’t let perfect get in the way of good enough.” I actually first heard this quote from my sister when learning to sew. My first attempt at sewing was not going well, and I was trying (and failing) so hard to get every measurement and stitch just right. Despite my best effort, my small pouch was a bit lumpy and required some creative hand stitching to get the zipper to close. But it was good. And that was enough. I try to keep that mantra in everything that I do. It is really easy to get bogged down into painstaking details, and when you are working on a small team, you can’t always afford the time to deep dive into everything. I have learned to discern where good is enough and where sometimes perfect is needed.
How can our readers follow you online?
You can follow us on Instagram @willowandivypress. We love to connect with our community of paper lovers and provide sneak peeks here and there of what is coming up next. Website: willowandivypress.com!
This was very inspiring. Thank you so much for joining us!
About The Interviewer: Vanessa Morcom is a millennial mom of three and founder of Morcom Media, a performance PR shop for thought leaders. She earned her degree in journalism and worked for Canada’s largest social enterprise. She can be reached at vanessa@morcom.media.
