Susan McPherson is a serial connector, angel investor, and corporate responsibility expert. She is the founder and CEO of McPherson Strategies, a communications consultancy focused on the intersection of brands and social impact. She is the author of The Lost Art of Connecting: The Gather, Ask, Do Method for Building Meaningful Relationships (McGraw-Hill).

Can you tell us about what inspired you to start a communications agency?

I wish there was a more dramatic story but literally it was a place-holder until I secured my next job. I had been working at a boutique consultancy and witnessing a significant number of senior leaders departing. Ii became a bit nervous and realized the writing was on the wall. I reached out to about 200 or so near and dear friends asking for them to keep their ears and eyes open for me. Within a week or so, two key organizations responded, “Susan, if you leave, we’ll happily hire you as a consultant for few months….” and voila that is how the firm was born. I joke that I would never have named it Mcpherson and would have been much more creative in terms of a title if i thought this was going to be my next 10+ years! (And given that this is my ex-husband’s name and we parted ways in 2003...!)

Over the past decade of running mcpherson strategies what lessons have you learned that would help others running their own companies?

Hire, hire, hire. As women some of us have a tendency to hoard and protect ourselves from future potential downfall - aka - do as much as possible ourselves rather than 1) asking for help and 2) hiring contractors or employees. I learned early on that it would be best for me to surround myself with a small number of contractors to be successful. That way I could continue doing what iI was best at which was getting “out the door” and speaking, connecting and building relationships, while the actual business could continue to operate.

You are a passionate advocate for CSR work. How do you see that space changing in the next decade?

Honestly, I believe social impact, inclusion, and sustainability are here for the long haul and will only grow. We live in an unstable world and are witnessing the challenges created by climate change. The private sector has no choice but prioritizing how it’s going to play a role. Also, research proves that those coming into the workforce (Gen Z) is adamant about working and purchasing from organizations that prioritize purpose and impact.

You released a book in 2022 called the lost art of connecting, can you tell us one of your big learnings as an author? What’s one take-away from the book you want everyone to know?

Connections not only bring joy but they power our professional lives and keep us as healthy as eating kale and running every day.

Who is one woman you admire?

Tracy Gray, the founder and managing partner of the 22 fund and of the We are Enough movement.

What’s one trend you are inspired by that is coming in 2024?

Consumers increasingly prefer to work and buy from companies increasingly who demonstrate a solid commitment to reducing their carbon emissions and their environmental footprint.

What’s a product you cannot live without?

My tweezers - i know, i know, sounds like i’m crazy. but there is something about those stray hairs as we age that drive me bonkers ;)