Ep.1 Out Now! Journalism Shouldn’t Be This Hard

Welcome to the VERY FIRST episode of It Shouldn’t Be This Hard!

We’re excited to kick things off with a real conversation about career pivots, personal growth, the importance of ethical journalism, and why DEI is even a debate.

Meet Kathy Baird Westfall, former Chief Communications Officer at The Washington Post and our amazing guest for this inaugural episode, who has built a remarkable career at the intersection of purpose and storytelling and is now taking a step back to focus on what’s next. 

Kathy shares her journey from the world of agency life to Head of Global Purpose at Nike and then on to the Post - explaining how a big career shift changed the way she views leadership and work culture. 

She also gives us her thoughts on why DEI is still such a hot, polarizing topic today. (Spoiler alert: She doesn’t hold back– and her perspective is one we all need to hear.)

Along the way, Kathy talks about her love for lifelong learning and staying grounded in your values. 

Finally, Kathy also discusses the importance of local journalism, why it’s under more threat than ever right now, and why news deserts are one the greatest threats to our democracy right now.

Keep on reading to discover what we discussed.

DEI Has Always Been Polarizing, ‘Why?’ Is the Question

In this episode, Kathy speaks candidly about why DEI still sparks so much tension: in companies, in culture, everywhere. 

As an indigenous woman, she’s spent her career in rooms where she was often the only one, Kathy knows what true inclusion looks and feels like… and what doesn’t.

Kathy critiques the current backlash against DEI but also challenges it outright – asking the important questions: Why are companies backtracking on the promises they made in 2020? What are we so afraid of when we talk about inclusion? Why is DEI still so radical?

Rather than dwelling on the backlash, Kathy celebrates the organizations that are doing the right things. The ones doubling down instead of backing down – they’ve earned her respect. 

Brand Purpose Should Be More Than Just PR

As the former Head of Global Purpose Communications at Nike, Kathy knows what it looks like when a brand actually stands for something… and when it’s just performative. 

She walks us through what it meant to be inside Nike during some of the company’s boldest campaigns (including the iconic Colin Kaepernick spot) and what happens when a brand’s external message doesn’t always match its internal culture.

Our conversation with Kathy made one thing clear: you can’t fake purpose anymore. Everyone is watching – your customers, employees, and especially your competitors – and if your values don’t show up in how you lead, hire, and operate daily, then your purpose campaign loses its impact.

How Local Journalism Impacts Business

The decline of local journalism is not only a media problem but a business, civic, and societal one.

Local news outlets, once the backbone of communities, are disappearing at an alarming rate, leading to the rise of “news deserts,” areas where local reporting has all but vanished.

When local news disappears, so does access to credible, community-specific information. For businesses that matters more than we realize. 

Local journalism is on the frontlines defending against misinformation, upholding accountability, and rebuilding the foundation of public trust that has been greatly lost. When consumers – people – are informed they engage. 

Today’s customers are paying attention. They’re reading the ingredients. They’re researching the supply chain. They’re asking who’s being the brand and where their money goes. And they’re doing all of this with less time, even tighter budgets, and increasingly higher expectations of quality. Essentially, voting at checkout. 

We unpack all of this in more detail in this episode, so make sure to tune in HERE. And don’t forget to subscribe – more grounded conversations on the way!