We were lucky to catch up with Tia Clarida recently and have shared our conversation below.

Tia, thanks for joining us, excited to have you contributing your stories and insights. What do you think it takes to be successful?

Success is a constantly evolving journey. From my experience as an entrepreneur for 25 years, I’ve learned that it comes down to a few key principles: the willingness to keep learning, the ability to adapt in a market that shifts quickly, and to cultivate long-standing relationships through mutual trust.

As technology evolves, customer needs and expectations are changing at a rapid pace. Staying on top of trends and being willing to learn new skills is critical. I’ve found that the moment you think you have it all figured is when you start falling behind. Second, success in any field is all about relationships. Building and nurturing them over time, whether it’s with clients, mentors or team members is a key foundation of sustainable growth. This is why authentically aligning your personal and professional work ethic is paramount; it’s the foundation of your business.

Third, adaptability is everything. That’s why my small business has often beat out larger agencies. Being agile, collaborative and having the ability to bring on new team members and redirect focus has saved me time and again. Agility is a key competitive advantage that entrepreneurs have over larger companies with more complex infrastructure. Finally, no one succeeds alone. Building a team that shares your work ethic and mission is game-changing. When everyone is rowing in the same direction, that’s when the magic happens.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m a marketing strategist and creative entrepreneur with over 25 years of experience helping brands find their voice and connect with their audience in meaningful ways. I run Creative Culture Studio, a boutique creative agency that supports lifestyle brands through strategy, content creation, and digital marketing. I’m also the Marketing Director for C2 Paint, a premium paint company known for its craftsmanship, rich color palettes, and commitment to supporting independent businesses and design professionals through high quality products.

In both roles, my work is rooted in storytelling and strategy. I help clients gain clarity about who they are, identify their unique value proposition, and learn how to communicate in a way that builds trust and drives results. At C2 Paint, that means crafting campaigns and partnerships that highlight our artistry, innovation and commitment to quality. We focus on what our products can do that others can’t and how supporting an independent business helps foster a sense of community and strengthen the local economy. What sets me apart in any role is my ability to blend creativity with practical marketing expertise, always grounded in a deep understanding of what moves people.

I’m most proud of my ability to stay adaptable and forward-thinking while keeping relationships at the center of everything I do. Whether I’m building a brand from scratch or elevating an established one, my approach is always rooted in authenticity, collaboration, and purpose. I believe that great marketing doesn’t just sell, it inspires. I’m passionate about helping small to medium sized businesses stand out, maintain their independence and keep our communities powerful and diverse.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

At C2 Paint, we started our e-commerce business because we wanted to fill in the gaps where we didn’t have brick and mortar dealers. I was told that no one would buy paint online. I knew in my gut that it was a necessary move based on the way the world and the shopping experience was moving. We opened our Shopify store and quickly knew it was the right move. The pros of selling paint online is that it’s an easy process that usually involves purchasing color samples first. Thankfully, C2 Paint color chips are painted with the actual paint so what you see is what you get (not digitally printed like other companies). We can also ship directly to job sites which designers and contractors find convenient. Having an online store allows us exposure to a national market where we do not have stores. The cons of selling paint online is when people don’t test the color via a sample first and also that paint is very expensive to ship and must be handled with the utmost care. Regardless, we know that having our product available in every market is essential to our growth and is the best way to cater to our discerning clientele.

Do you have any insights you can share related to maintaining high team morale?

Managing a team and maintaining high morale starts with trust, clarity, and genuine connection. One of the most important lessons I’ve learned is that people want to feel seen, heard, and valued. Simple things like acknowledging good work, being appreciative and providing feedback in a constructive way is key. Also, it’s important to understand what motivates each person and creating a culture where ideas are welcomed and collaboration is encouraged. That’s one of the reasons I named my business: Creative Culture. All ideas are welcomed and appreciated!

I also believe in setting a clear vision and then giving your team the autonomy to run with it. Micromanagement kills creativity and morale, whereas trust empowers people to take ownership and feel proud of their work. I’ve found that when everyone understands the “why” behind what we’re doing they’re more engaged and invested.

Lastly, as a leader, it’s your energy that sets the tone. Stay curious, communicate openly (especially during tough times), and model the kind of work ethic and adaptability you want to see in others. Celebrate wins, learn from losses, and never underestimate the power of a sincere “thank you.”

Contact Info:

• Instagram: @c2paint
• Youtube: /c2paint

Image Credits

none needed