When Lorena Mitchell launched her alternative energy company in 2008 there weren’t a lot of women to be found in her field, but she’s used to being a trailblazer. “I've not done traditional female kinds of things in my past either. And I think that you just have to find a common ground, stick to your guns, and go for it. Know your stuff. You’ve got to own it, you really do.”
At Evolve Green, Lorena and her team engineer and design on- and off-grid environmentally friendly energy solutions – lighting, heating and energy storage – for homeowners and for the commercial and industrial sectors. The company is based in Marshand, in southern Manitoba, but works with customers all over the province and outside those borders too.
One of the secrets to Lorena’s business success – especially in these uncertain times – is to think outside the box, especially when it comes to connecting. “You need to think outside the box right now. Because people aren't necessarily going to be walking in your door anymore. You just have to be able to reach your customer better.”
And that’s where Kelly Thibodeau, from Squarely Social, comes in with some great tips on stepping outside the box to build your customer community. “If something isn't working, ask yourself why. Get curious about the problem and think like a detective to uncover the solution. Keep trying until you understand more and more and more. And if it doesn't feel good, then don't do it!”
Here's How It's Done is hosted and produced by Cate Friesen, and brought to you by Women's Enterprise Centre of Manitoba.