Alright – so today we’ve got the honor of introducing you to Candice Grevious. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Candice thanks for taking the time to share your stories and insights with us today. We’d love to hear from you about what you think Corporate America gets wrong in your industry and why it matters.

Corporate America frequently undermines diverse and authentic voices by restricting access to resources, opportunities, and platforms for those who don’t fit the traditional mold. This “gatekeeping” perpetuates an environment where only a privileged few benefit and control the narrative, often leaving others feeling marginalized and powerless.

The media industry is particularly affected by this issue. A talented friend of mine, a young filmmaker, experienced this firsthand. Despite receiving widespread acclaim for her work at independent film festivals, she was held back in her corporate media job due to a rigid hierarchy that favored the older regime of media figures over emerging talent. The company prioritized big-name directors, disregarding the potential of an innovative and fresh perspective that she could have provided. This illustrates how Corporate America’s focus on social climbing and conformity often hampers diverse storytelling from reaching a broader audience.

Transform the Hustle plays a vital role in countering this issue by providing a platform that actively encourages and values the cultural currency in stories that people have to share. We aim to create an inclusive and empowering space where people feel safe expressing themselves without judgment, ultimately promoting a more equitable and rich storytelling landscape.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Candice, and I’m the founder of Transform the Hustle (TTH), a full-service media and production agency driven by our community collective of multicultural talent. With over fifteen years of experience in the industry, my mission has always been to help individuals and businesses effectively communicate their value and establish meaningful connections with their target audience.
At TTH, we offer a range of services, including experiential marketing and production, social corporate responsibility planning, content creation, and DE&I advisory. Our focus is on guiding clients through the complex media landscape, enabling them to authentically tell their brand stories and reach the right audiences.
What sets us apart is our dedication to understanding each client’s unique value proposition, which allows us to craft tailored strategies that effectively communicate their story while also shining a spotlight on our multicultural audience. Rather than chasing short-term results, we prioritize building long-term trust and connections between our clients and their audience.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

A major lesson I had to unlearn during my time in media was how to let go of proving a point and focus on compromise. At first, compromise seemed straightforward, but when it clashed with my passion and preferences, it became much more challenging.

While managing the website for a company I worked for, I was involved in discussions about a comprehensive design overhaul. I had numerous ideas for the UX/UI roadmapping, but I felt they weren’t being received well, and I wasn’t seeing the progress I hoped for. I continued to persistently push for certain features, which the team lacked the time or capacity to build, and ultimately it led to significant pushback and frustration on my part.

My manager advised me to find balance and positivity in situations where I felt my voice was being dismissed. She suggested that instead of forcefully advocating for my ideas, I should acknowledge what I genuinely liked about the current direction and use that as a foundation for proposing my ideas. For example, saying, “I love XYZ and want us to do more of that. We could achieve it by implementing [my idea].” Or, “This brainstorm has been helpful. I’ve learned a lot about your work and would like to see if we can fast-track some of my earlier ideas or explore a timeline for XYZ.”

By finding common ground and expressing appreciation for the work being done, I was able to gain more support and reduce friction, ultimately making it easier to get things done. This approach taught me the true meaning of compromise and the importance of collaboration.

Can you tell us the story behind how you met your business partner?

Hilda and I initially met at church but reconnected during our time working together at Hot 97. Our shared experience in the media industry created an instant bond, as we both understood the unique and often wild experiences that come with the territory. The onset of COVID-19 presented an especially challenging period, during which Hilda and I spent a great deal of time together. It was during this time that we conceptualized Transform the Hustle, ultimately turning our vision into a reality.

Contact Info:

• Website: https://www.transformthehustle.com
• Instagram: https://www.instagram.com/transformthehustle/?hl=en
• Linkedin: https://linkedin.com/company/transform-the-hustle
• Youtube: https://www.youtube.com/@transformthehustle/featured

Image Credits

Credit: Transform the Hustle