The Smartest People I Know: Meet Dee Anna McPherson

Hello again! Welcome back to The Smartest People I Know, my monthly newsletter sharing rapid-fire wisdom from some of the incredible people I’ve met on my career journey. Find this interesting? Make sure to subscribe or, better yet, share with the smartest person you know!

Meet Dee Anna McPherson, CMO with Invoca

Dee Anna McPherson has a brilliant mind for all things marketing. She’s currently Chief Marketing Officer at Invoca, a conversation intelligence platform that enables marketing, ecommerce, sales, and customer experience teams to understand and act on the information consumers share via conversations. I know her best as a vital component of Hootsuite’s success, where she led the marketing team through rapid expansion and product line extensions en route to the company becoming a tech unicorn. As you’ll see from her answers, Dee Anna is a thoughtful leader with great ideas and is someone I’ve always admired and respected.

The secret to fulfillment in work (and life) is ... You have to stay inspired. Are you learning, growing and trying new things that challenge, motivate and excite you? Outside of work, find what inspires you, whether it is travel, art, music, a sport or a cause you are passionate about and make time for it. Your work (and life) will be better if you stay inspired. 

Once, I was grinding it out on a big project to redefine the company positioning for a client. As my deadline loomed and I was not thrilled with my ideas, my inclination was to cancel my plans to attend a ballet class I had signed up for. But instead, I went to the class and something the teacher said sparked an idea. When I returned the words just flowed out and my client loved the positioning work. You never know where inspiration will come from.

The best career advice you've ever received? Be bold. My best career moves required me to make bold decisions. For example, I took a pay cut and moved to New York City at 24, despite being broke and not knowing a single person in the city, because I knew it would provide more opportunity in the long run. When I stepped in to lead the customer success and marketing teams at Yammer, I had zero experience in those areas, having focused solely on public relations for over 15 years. That decision changed my career trajectory.

The worst career advice you've ever received? “Hope for the best, but plan for the worst.” As a leader, you need to envision success and create a plan to achieve it. Stay focused on what is possible.

What do you wish you could tell your younger self? When I was younger I would seek a lot of input when making big life decisions – like changing jobs or moving to a new city for a career opportunity. However, I have realized that I make the best decisions when I tune out all the noise and trust my own instincts.

What's the most underrated skill for leaders? Storytelling. Many leaders think that sharing data or facts alone will convey a point, but a good story goes a long way. 

Is there a quote or memorable saying that you've found to be especially helpful over the years? I love this Maya Angelou quote: “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” 

What's the single most impactful business book you've ever read (or non-business book, if you prefer)? It is so hard to pick just one! I listen to 1-2 business books per month, including all the classics, on Audible. However, during the pandemic, I found that managing my mindset was crucial for staying focused and productive, so I’m going to recommend a non-business book that I really enjoyed: “Think Like a Monk,” by Jay Shetty.

We've all experienced little moments that end up changing everything (a conversation, realization, accidental encounter, etc.). Could you share one of these moments, in the context of your career? One evening I planned to go visit a friend in the hospital but decided to put it off because I worked late and was leaving on a business trip to London the next day.  So I called him to say that I’d see him the following week. He said, “I’ll be here.” But, sadly, he died the next day as I was boarding my flight. I’ve held onto the card that I had planned to give him as a reminder to always prioritize the people who matter to you.

Who's the smartest person that you know? What lesson did they impart to you? My 15-year-old son, Alex. He has an insatiable curiosity, a deep love of learning and does not accept the status quo. At this stage in my career, I’ve seen a lot and have many tools in my toolbox. But Alex inspires me to look at things differently and consider a fresh approach. There is something magical about a beginner’s mindset.

Sum up your career/business philosophy in 7 words or less. Surround yourself with great people.

#OneBigIdea

Many leaders think that sharing data or facts alone will convey a point, but a good story goes a long way.

—Dee Anna McPherson

Huge thank you to Dee Anna for sharing her time and thoughts! Here's what's been keeping me engaged on the leadership front.

What I've Been Reading

3 Must-Have Soft Skills For The Hybrid Workplace: Hybrid work is the new normal, so learning the skills associated with it are a must. This piece from Fast Company does a good job in rounding up some essentials — emotional intelligence, leadership and social influence, and taking initiative from the inside. 

Words and Phrases to Avoid in a Difficult Conversation: Conflict is unavoidable in business. It’s going to happen from time to time, so it’s a good idea to be prepared for those conversations. This article lays out some advice to follow, including this gem: Never say “It’s nothing personal.” That’s a surefire way for someone to take something personally.

5 Epic (But Common) Networking Fails And How To Avoid Making Them: Some good tips here on how to avoid the things people dread about networking. I like the section on “being upfront about your motives,” but I’d take it a step further and say don’t make money your motive. If you let curiosity guide the conversation, you’re much more likely to pass the likability test and make a connection that can benefit both sides in the future.

Reader Feedback

I recently posted an article on LinkedIn about how to win talent in a borderless world. On that related note, I asked people if they thought we’re living in an employee’s market or an employer’s market right now. It sparked some great discussion, including this comment from Kolby Kolibas.

“Where once we were beholden to doing everything we could for an employer, it is changed to finding balance in what is most important to us as humans. From family, to hobbies, to communities and neighborhoods the one thing that is most important is the fact that we no longer have to focus on what we think we're supposed to be.”

Thanks for reading. Be sure to subscribe here and let me know what you think in the comments! (P.S. Got a suggestion for my next Smartest Person guest? Drop me a line!)