Authenticity in Action: Leading with Heart, Discipline, and Purpose

In this episode, we sit down with nonprofit leader and maternal health advocate Tchernavia Montgomery, CEO of Care Ring. She shares how grounded identity shapes her leadership, fuels organizational growth, and builds trust across communities. From expanding access to care for thousands to leading with consistency, compassion, and clarity—Tchernavia reveals what it truly means to live your brand beyond titles and roles.

Transcript

The Caring Brand Promise

SPEAKER_01 0:00

So with Care Ring, we are the heart of community care. We love to make hard hands, I wear hearts all of the time. That is our tagline. And what we want to be known for is that we treat people with dignity and compassion like they're our family. We show up when we say we will, rain or shine. We are agile in our approach and the problems that we're trying to solve. We don't try to be great at things that are not within our scope of care, just to be bigger or to be better. So we cannot do things also the same way they've always been done. We've got to be lean because I believe that laurel resting is a sign of complacency. And there's too much work to do to be comfortable ever. So when I think about branding, I think about taking to heart how others reflect on the organization and what we may need to do to lead forward.

Welcome And Guest Introduction

SPEAKER_00 1:13

I'm your host and founder of Gobi Marketing Group, Loanne Lake. In each episode, I sit down with leaders and executives who are walking their talk, who understand that branding is behavior, it's company culture, its customer service, and many other things, but these are things that happen both inside the organization and outside in the world. We're having conversations about what it takes to build trust, inspire teams, and create meaningful impact. So whether you're leading a company, a nonprofit, or a movement, this show will help you to reconnect with why you're doing the work you are, how it connects to who you are, and how to show up with intention in every space you occupy. So let's get started. My guest today is nonprofit leader and maternal health advocate Shernev Montgomery. Shernevia serves as Caring's Chief Executive Officer, a large nonprofit that's based in Mecklenburg County, North Carolina. Caring was founded in 1955 and is dedicated to providing health care for the uninsured and underserved within the Charlotte Mecklenburg community. With its nationally recognized programs and services, this organization removes access to care barriers for nearly 10,000 people within the county each year, and it's a leader in collaborative efforts to improve health equity in Charlotte-Mecklenburg. Within the last five years, under Shenavia's leadership, the organization has intentionally diversified its board, doubled its revenue, its team size, and expanded its footprint. In 2025, after a successful one and a half year, $3 million capital campaign, Kering relocated to a new physical location, in addition to reorganizing its operational infrastructure for IT, finance, and HR. And these are noteworthy because oftentimes nonprofits in this space don't have the resources necessary to scale on this level. Trenavier serves on the board of the North Carolina Healthcare Foundation and the Institute of Philanthropic Leadership, and she has been the recipient of several recognitions in recent years, including being named the Historic Charlotte Post 2025 Newsmaker of the Year, the United Healthcare Leadership and Health Equity Award winner, the Michael Marsacano Philanthropic Leadership Award recipient, the City of Charlotte and Atrium Health MLK Growing the Dream Award, the Charlotte Hornets Hero Award, Charlotte Ledger's 40 over 40 Award, the American Heart Association's Heart of Gold Award, and many others. Shonevia, as you can see, is a very active community member, and she is also involved with Charlotte's Women Executives, Rotary Club of Charlotte, and a proud member of Delta Sigma Theta Sorority Incorporated, where she serves as member of the National Strategic Partnership Committee, and she's an officer in the local chapter. Genevia has been a resident of the Charlotte community for 25 years and calls it home. She's also a leader with a seemingly endless supply of energy and a large heart. And I thought of her for our conversation on grounded identity because every time I've been in her presence, her demeanor is the same. She's gentle, she's caring, but she's firm. And her consistency with how she handles people is one of the things that stood out most to me about her personal brand. And I'm excited to have her with our listening audience. So welcome, Shernevia Montgomery.

SPEAKER_01 4:47

Hello, thank you for the invitation.

SPEAKER_00 4:50

Thank you, thank you. And so I always ask my guests before we begin

Becoming A Mom At 15

SPEAKER_00 4:54

the work part of the conversation: where is home for you?

SPEAKER_01 4:58

Home is nowhere and everywhere. I was born in Mobile, Alabama, or Pritchard, Alabama, to be specific. But I've been in North Carolina since 1992 and spent time in different parts of the state. I have been in Charlotte for over 25 years now. So this is where I've spent most of my young adulthood and cut my leadership chops and where my heart lies.

SPEAKER_00 5:21

Well, thank you for sharing that. And as I mentioned to our in your introduction, you lead an organization that provides critical health care across the community within Charlotte Mecklenburg County. What led you to the field of social work? And then what in your personal story has most shaped your commitment to doing this type of work?

SPEAKER_01 5:44

So I was inspired to servant leadership by a social worker. I became a mom at 15. It was the result of an innocent teenage love affair. But because of my age, authorities did become involved. And it was a difficult journey. And titled Nine Laws That Protect Pregnant and Parenting Teens weren't being implemented the way that they are today, at least not where I lived. So the social worker that began to visit with me, she was kind, she was warm, empathetic. She wasn't focused on all the things that I was doing wrong, but instead saw my situation as an opportunity. And from that, she uplifted me. And her disruption in my life became a positive one and one that I hold with me and that inspires me to lead in the way that I do from a strengths and human-centered perspective, one in which I am looking to uplift people and empower them and empathize with them and protect dignity. It's very important. And in my opinion, the only way that healing can really take place. So that's my story and how I was inspired to be a social worker, not because of what someone did or because of what someone said, but because of the way that someone made me feel.

SPEAKER_00 6:59

Well, I love that. And

Imposter Syndrome And Taking Up Space

SPEAKER_00 7:01

obviously, you have a strong sense of self. Where does that come from?

SPEAKER_01 7:06

So my name's Shenadia, and I suffer from imposter syndrome. Um, I'm a work in progress. Um, I am an overachiever. Uh, I don't take compliments well, and I'm still trying to figure out who I am. Uh, I'll be 46 on Monday, and I have really appreciated the journey of trying to figure out where my confidence comes from and that sense of who I am, especially where I've been blessed to sit right now. Um, I'm not led by what people may see, but instead those internal motivations, those quiet parts that aren't accessible to everyone, the experiences that I've had, um, trauma that I've gone through. And as a black woman leading in a sector where less than 5% of us are CEOs in the nonprofit space, people that don't look like me. Um, I'm navigating a lot of feelings of inadequacy and experiencing uh massage noir and feelings of belonging or trying to figure out the spaces that I'm in. So it's taken time uh to build up that internal validation and foster a sense of self-trust and acknowledge accomplishments, but humbly. Um so I've learned it's important to firm yourself first, professionally and personally, because the world may, they may never do it. And goal is to try to reach that self-actualization place with Maslow's where I'm being authentic in every space that I'm in and finding the sweet spot between vulnerability and personal safety.

SPEAKER_00 8:44

Well, first of all, thank you for being that open with me. So you talk about imposter syndrome, and since this is a branding podcast, I feel we can we can shift and and talk about things as they come up. I feel there are many of us that experience that on a daily basis. And and I will say that you're not alone, even with me as your host, working as a communicator, working in public relations, but podcasting is a different hat. And that brings about, you know, when you're used to being behind the scenes, helping people be on camera, or as a journalist, I'm writing, but it's off-camera. To position myself in front of the camera brings a certain level of vulnerability that I'm having to step into myself. So we'll go through this together. Um, but but it's an important part of it's a reality, first of all, for many in leadership. And that's why I want to keep that in this conversation, because we're not here to pretend, you know, and the the way you show up and the things that affect you are what will uh ultimately affect the way you lead your organization. So this is an important discussion for those that are listening that say, Well, I'm not ready yet, and I'm not sure if I can do it, or I've got all these things against me. We're doing it in spite of all the noise. And you're enough. You are enough, you are enough. That to get you to stay where you are and not push forward. So I think we can both attest that if you push through that discomfort, you'll find where you're supposed to be in the process.

SPEAKER_01 10:19

So and take up space. Take we we shrink too often, we shrink to become a version of what others are reflecting or what others may think we ought to be. When innately, if we just lean in and really embrace who we are as individuals, then that natural leadership style will surface, and that's where the magic happens. But you're enough and take up space, be big and be bold and unapologetic in how you lead.

SPEAKER_00 10:49

Absolutely. So with that, um, I wanted to talk about grounded identity.

Grounded Identity And Purpose

SPEAKER_00 10:54

And I named that that pillar for branding because our our brand as a as people spills over into the way we run the companies or the organizations that we're responsible for. And so it goes beyond the title, it goes beyond the role. What does grounded identity mean to you as a leader in healthcare access?

SPEAKER_01 11:17

So for me, grounded identity means being anchored in your purpose and refusing to compromise on that. Sometimes we may need to be agile and pivot a bit, but that purpose needs to remain strong. Leadership is 100% a privilege, and it's something that people who trust you give to you. It is a gift. And your title may be fancy, it may stand, but the respect and the influence that can sometimes come with leadership that can fail. And in healthcare, especially, we're literally saving people's lives. And we are attempting to repair systems that have been broken for some time or not built for us. So when I think about being grounded, I'm thinking about people that we're serving with caring or in the community. I'm thinking about people who are vulnerable or have been historically disenfranchised or forgotten. And having been proximate to those problems and myself experiencing food insecurity or housing instability, barriers to care, I fear the day that my feet are ever so elevated that they aren't touching the ground and I forget where I came from. That would be a betrayal of my identity and the organization that I lead. So grounded identity, feet planted in purpose, 10 toes down.

SPEAKER_00 12:45

Well, that's perfect because the whole concept of that for me is rooted in authenticity. It's about showing up the same everywhere you go, and people don't have two perceptions of you as a leader or in your personal life or in some other space. And when we talk about branding, you know, for me, the whole point of this podcast is that branding is not just about showing up on social media and going viral one day and building a brand. It's not just about coming up with a cool logo and, you know, all this material stuff or your swag. It really is the lasting impression that people have about a product, service, a person, a company, anything that you encounter. So in

Branding As Actions Not Logos

SPEAKER_00 13:30

this case, you know, it's not what you say you are, it's what others say you are. How do you think people describe the caring brand based on their experiences with the organization?

SPEAKER_01 13:42

So with caring, we are the heart of community care. And so we love to make hard hands. I wear hearts all of the time. That is our tagline. And what we want to be known for is that we treat people with dignity and compassion, like they're our family. We show up when we say we will, rain or shine. We are agile in our approach and the problems that we're trying to solve. We don't try to be great at things that are not within our scope of care just to be bigger or to be better. So we cannot do things also the same way they've always been done. We've got to be lean because I believe that laurel resting is a sign of complacency. And there's too much work to do to be comfortable ever. So when I think about branding, I think about taking to heart how others reflect on the organization and what we may need to do to lead forward. And my leadership so far, I think I'm doing okay. Uh always room for improvement. I try to be open to feedback, but branding is it's very outward facing. But I think to be outward facing positively, it really has to start from a place of of love first, right? I don't want to display something that I'm not.

SPEAKER_00 14:59

Well, thank you for that. And how do you think people describe Chernavia when you're not around?

SPEAKER_01 15:06

Oh, I don't know if I um that that's dangerous. I don't know if I want to be in that room. Um I think um they believe that I'm kind hearted, but to a fault sometimes. Um I I give of myself too much. I believe that people believe that I'm full of energy, but that I also need to learn to rest. Um, I do sleep, even though people don't think I do. I believe that they would say that I'm very positive in spirit, but I'm also firm. And those that have worked closely with me know that I've got a little bit of another side when I'm especially firm or passionate about something. And that I've got uh a weird blend of whimsy and strategy at the same time. I think that's where the magic comes from. Um, and I also think that they say they should they're surprised that I cook. Um, like you said earlier, being being short um or petite, people don't think that I eat. Um, but I love to cook and I love to be in the kitchen.

SPEAKER_00 16:08

Well, thank you for sharing.

Leadership Mistakes And Social Media

SPEAKER_00 16:10

Um, and I want to shift a little bit to lessons in branding. So we've seen a number of news stories of executives who have unintentionally damaged their brands, their corporate brands, especially, through careless or risky actions in their personal lives. What are your thoughts on this as someone who is in the public eye in the Charlotte community? What would you say to someone new in leadership if you were mentoring them to help them avoid getting into that situation?

SPEAKER_01 16:43

Well, that's a tough one because we are human. Thus, we are built to fail. Failure is a normal part of life. And whether it's being driven by your ego or trusting in the wrong person, you know, I I love to believe in the good in people, um, or being reactive versus reflective. It happens. And sometimes we we may become inconsistent, we we bend the truth to our favor. We don't always take responsibility for our actions with the people that we've harmed. We might be divided in our intentions sometimes, or we break trust. Either way, we have a face that we're expected to show as leaders daily, right? To smile. Um and personally, we're still trying to guard ourselves. And sometimes that guarding can be a bit suffocating, right? Can I show up as my authentic self? For instance, I know I lead differently. For many, many years, I led from what I saw as examples of others that I thought were effective and shied away from leading in the way that's authentic to me. So I would have loved to have been given more grace, uh, to fail, to be human, for that to be a part of the story. Um, you know, we're we're all God's children, we're imperfect. And I think it has to first start with the leader admitting that they're imperfect and that they are, um, that they fail, that they fall, that they are not always as graceful as they ought to be. Say the last thing is social media, being very cognizant of what you're putting forward. Sometimes we can overshare and sometimes we can undershare. Um, people do want to be uh open or or let in to your world and what makes you tick. But we must be careful of what we're presenting because that is your brand. And if you are in a position of leadership, you are now attached to the brand of the organization or company that you're working for.

SPEAKER_00 18:52

That's absolutely correct. And similarly, within, you know, Kering's work is obviously rooted in dignity, it's access, it's equity. So, how do your personal values show up in the decisions that you're making every day within the organization?

Values That Drive Daily Decisions

SPEAKER_01 19:08

I always want to understand the why. I ask lots of questions. Um, and that's for that's for those that work within the organization as well. I want to know what inspires you, uh, what's your origin story, what does servant leadership mean to you and how an organization functions and its culture, for instance, how engaged people are, it starts at the top. So I have to first lead in a way that is fostering the behaviors that I want to see displayed in others. And I truly believe that that dignity that you give to others, it starts at birth. We're all born with a right to be valued and to be respected. It's not something that has to be earned. And I feel the same way about access and equity, regardless of who you are, your zip code, your race, gender, ethnicity, your socioeconomic status, the decisions that our organization is making alongside you, we want people to know that it's rooted in love and and good intention. So all of those things that you mentioned, dignity, access, equity, I believe they are inherent rights of everyone.

SPEAKER_00 20:16

And how do you remain empathetic without losing yourself in the heaviness of the work that you're doing?

The Weight Of Empathy In Service

SPEAKER_01 20:24

I don't. Um, I'm I'm heavy all the time. I'm trying to find ways to lighten. Um people that are seeking care with our organization, they are giving us the gift of trust. They don't have to do that. They could go other places. So in the fact that they choose us, that immediately presents me with a great responsibility. I work for the individuals that I lead. So it's it's they don't work for me. They I work for them and I also work for the people that we serve. And it should weigh heavy. Um, we are helping people navigate really tough situations uh in a very complex and layered system that is not built for them. And so whether it's consciously or unconsciously, sometimes systems set people up to fail. And that's a lot to try to unbury yourself from. So our job in this whole maze is to help people find a way to succeed. We remain empathetic very easily because, again, a lot of us have been in similar situations. If you're in public service, many of us have stories and backgrounds where we've been hungry, we've been unhoused, we've been unsafe, we've been ill, and there's been no solution in sight. So you don't lose that easily. And if anything, it strengthens and fortifies the why behind your service. But it is heavy.

SPEAKER_00 21:48

I love that. Um, you know, and this podcast, as I said before, it's about how you live your brand. Um, and clearly you are true to the work that you do. It's not just a Nine to five for you. So how do you continue to represent caring in your personal

Live Your Mission Everywhere

SPEAKER_00 22:08

life? And for instance, if you are doing something personally and you encounter someone who's in need of services, do you automatically shift into Chernavia for caring and start to guide them through the process?

SPEAKER_01 22:22

Yeah, it's a balancing act. Um, I'm a social worker. So that that's the career that I chose. So immediately I went into a helping profession. So it doesn't matter where I am. It could be the grocery store, it could be a night out, um, it could be um at work. It doesn't matter. The the best advice that I received when I started this work was to live your mission. And our values organizationally for caring are compassion, integrity, collaboration, and empowerment. And I'd like to think that I am embodying that in every area of my life. Again, yes, I falter, I fail. Um, do I try to learn from it? Yes. Am I still learning? Yes, every day. Um, and the goal is to be whole all the time, not to be giving myself in parts. That is a work in progress for me because sometimes I do want to turn it off, but that's not authentic to who I am. Um, can I learn to rest? Yes. And can I trust in others to do the work? Yes, I'm a great delegator, but it it doesn't turn off. Um I believe that the brand is not necessarily words, it's actions. And that's what I believe should be front-facing and forward.

SPEAKER_00 23:42

Well, I've appreciated this conversation with you.

How To Support Caring

SPEAKER_00 23:45

And before we go into our closing segment, how can our listeners follow Caring online or support your efforts?

SPEAKER_01 23:52

Yeah, so we are at Caring N C, so C-A-R-E-R-I-N-G-N-C on all social media platforms. We uh, of course, want people to like, follow, and share. We've got wonderful stories. We combine that with meaningful data and share a lot about the work that we do for the underserved and the uninsured in our community, whether it be through our clinic, our caring clinic, so basic primary care or our new two-generational model where postpartum women can get care at the same time as their newborns. It's our food pantry, our maternal child health programs, or the work that we do out in the community. It's all worthwhile and we want you to be engaged and to find ways to give of your time, talent, and treasure with us.

SPEAKER_00 24:41

Well, we'll be sure to include those um handles and your website in our notes. So we encourage everyone to take a look more deeply into the work that Caring does. I don't think it matters if you're in the Charlotte region or not. They can use your support and it would be a great way to serve the community. So, one thing I do before we close is a quick segment called Beyond

Beyond The Image Rapid Questions

SPEAKER_00 25:04

the Image. So there are no wrong answers, just the real ones. What is one value or belief that keeps you grounded at all times?

SPEAKER_01 25:12

That I am God's favorite child, and that kindness is free. It costs nothing to just simply be kind.

SPEAKER_00 25:20

Those are two that I think we can all work on ourselves. And what is one practice that you employ that helps you to relate, helps others to relate to you as a leader?

SPEAKER_01 25:31

Vulnerability. That is super important. Um, it is priceless to bear parts of yourself as a leader that are unexpected to people. It builds trust, it humanizes you, and it fosters an environment with your teams where failure is safe. People need to be developed professionally and personally, but they can only do that in a place where they feel psychologically safe, Loanne. And there's nothing worse than a leader that is presenting with fear or confusion, um, some sort of false sense of control. We really don't have any as leaders, if you think of it, or some sort of air of perfectionism or emotional distance or defensiveness. Um, long list. But it's not a sign of strength. And it creates disconnectedness from people. And that's where I believe as leaders, vulnerability steps in and helps us recover from that. Just be normal, be human and admit mistakes, uh, admit when you're wrong and um allow yourself to just be human.

SPEAKER_00 26:35

That there's a lot to be said for workplace PTSD. I think a lot of us could have stories on that, and that might be a future, a future discussion. Um what is one thing people often assume about you from the outside looking in that doesn't really talk tell the full story of who you are?

SPEAKER_01 26:53

Well, first I would say that people are sometimes disappointed when they meet me in person outside of the Zoom box because I am very short and have been told I have a big personality, but that, you know, I'm compact. Um so that's the first thing. Um, I'm also a firstborn daughter, and I am unraveling that. I've learned that in being a firstborn daughter, I have a sense of responsibility that I don't always want. So I'm learning to rest, I'm learning to create boundaries and prioritize myself. Um, I may not always communicate that. So I know that on this path that I'm on towards healing and appreciation for me, that I have to unlearn some of those uh ingrained behaviors in me uh that sometimes present forward. So I'm learning to receive, to be refilled, and that takes practice. Uh, I am not good at it, but um I'm again work in progress.

SPEAKER_00 27:54

Well, you'll get there. I'm confident of that. My last question for you is when people experience your leadership, Shanavia, or your work, what do you hope they remember most?

SPEAKER_01 28:05

Um, well, I'm gonna come to my cup. Um, that I have it says fearfully and wonderfully made, and this is my favorite cup. It's got a little chip in it, and that was not on purpose, but I think it embodies the cup. I want people to know that they are I want them to experience kindness and warmth for me and that it's not complicated. That's it, it's not complicated. Um, we're all capable if we just let ourselves go and just be present in the space that they're in.

SPEAKER_00 28:36

Well, I have truly enjoyed this conversation, and I hope you, my listeners, have as well.

Final Takeaways And Share

SPEAKER_00 28:41

If this episode spoke to you, I hope you don't keep it to yourself. Please share it with a leader who might need to hear these nuggets or listen again because Shanavia had a lot to say that really embraces how you ground yourself in leadership. You know, there's no perfection. As she said, it's a work in progress. We all are, and we're going to lead differently. But I think the one thing we can all take away is we want people who engage with us to be better and not worse when they encounter us or our leadership techniques. So don't forget to like, subscribe, and share these episodes. And you can follow Gobi Marketing Group on Instagram and Facebook at D-O-B-I-M-A-R-K-E-T-I-N-G group on all platforms. Thank you for tuning in, and until next time, this is Going Beyond the Image. Be blessed.