We caught up with the brilliant and insightful Heather Butler a few weeks ago and have shared our conversation below.

Heather, thanks for taking the time to share your stories 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.

One of the key aspects that Corporate America often gets wrong in our industry is their unyielding focus on profit margins, to the detriment of talent and individualism within their staff. Many companies prioritize numbers and financial gains at the expense of recognizing the unique qualities and contributions of their employees. The result of this approach is a corporate culture that can stifle creativity, innovation, and the overall well-being of their workforce.

For example, we’ve witnessed massive layoffs in the tech industry, where companies make swift decisions solely based on financial considerations. These actions disregard the skills and potential of talented employees who could have brought valuable insights and ideas to the table. Such actions perpetuate a culture of job insecurity and negatively impact employee morale.

Another notable example is the recent push in some sectors to return to the office environment after years of allowing remote work. The motivation behind this decision often boils down to covering the costs of office leases and maintaining control over the traditional office setting. However, this move neglects the well-documented benefits of remote work, such as increased productivity, work-life balance, and a broader talent pool that isn’t restricted by geographical location. This stance demonstrates a failure to adapt and embrace the positive changes brought about by flexible work arrangements, further exemplifying Corporate America’s tendency to prioritize financial aspects over the well-being and productivity of its employees.

What Corporate America frequently gets wrong in our industry is the excessive emphasis on profit margins at the expense of recognizing and nurturing the unique talents, perspectives, and well-being of its staff. These practices can lead to missed opportunities for growth and innovation while creating a corporate culture that is detrimental to both employees and the organization as a whole.

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?

I started my career in marketing and advertising in a large corporate agency setting, where I quickly realized that we, as representatives, were just cogs in a profit-driven machine, pushing products with little concern for our clients. There, we were often encouraged to sell any product to any client, regardless of its compatibility with their business or ethical values. Long hours, high-pressure goals, and constant micromanagement led to a chaotic and uninspiring work environment, with commissions and jobs perpetually hanging in the balance. It became evident that significant changes were needed in the way digital marketing agencies operated, and I wanted to be the one to create something better.

My vision was to establish an agency, The Fairway Collective, that would put the client’s best interests first, with a focus on providing tailored services to meet their needs and achieve their objectives. I aimed to work with progressive and forward-thinking brands and businesses, encouraging them to continually improve themselves. Furthermore, I was determined to foster a workplace characterized by positivity, encouragement, kindness, and growth. At The Fairway Collective, we prioritize work-life balance, remote work, and a culture that supports social justice movements. We encourage both clients and staff to think ahead, creating an environment that prioritizes progress.

The Fairway Collective is an all-inclusive digital marketing agency located in San Diego. We specialize in inbound marketing, encompassing various aspects such as social media management, organic search optimization, paid advertising, brand strategy, and creative content development. Our goal is to elevate our clients’ presence in the digital landscape, helping them move forward.

Our pride lies in the type of clients we choose to work with. The Fairway Collective is dedicated to partnering with female-owned businesses, minority-owned businesses, and those striving to make a positive impact on the world. We support businesses that champion clean energy, sustainable production, environmental protection, and social justice causes. By limiting the types of businesses we collaborate with, we’ve positioned our agency as one that is unyielding in its commitment to its values and a trusted partner for the best clients. In both business and life, we’ve learned that holding fast to your values and staying true to your mission is worth it. This approach has not only shaped a robust reputation for our agency but has also fostered strong and meaningful relationships with our clients. We like to refer to our ethos as “Fairway Forward,” which serves as both a hashtag and a guiding principle.

What I want the world to know is that adhering to your values as a business is not just acceptable; it’s the bedrock of success. At The Fairway Collective, we’ve demonstrated that staying true to our principles and mission can lead to remarkable achievements and a brighter future.

Have any books or other resources had a big impact on you?

The book “People Over Profit” by Dale Partridge has had a significant impact on my journey and has played a crucial role in shaping my perspective on business and success. It has provided me with valuable insights and guidance on the importance of prioritizing people and ethics over mere financial gain.

Partridge’s dedication to promoting ethical and people-centered business practices has been a source of inspiration for me. His work has encouraged me to focus on building meaningful and sustainable relationships in my professional life and to always place the well-being of individuals and communities at the forefront of my business endeavors. “People Over Profit” deserves credit and recognition for helping me navigate my path to success with a strong ethical compass and a commitment to making a positive impact on the world.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I believe several key factors have contributed to building my reputation within my market. First and foremost, my commitment to cultivating and nurturing relationships has been instrumental. I take a very hands-on approach when working with clients, essentially operating as an extension of their business. This level of dedication to their success has not only earned their trust but has also allowed me to establish a strong reputation as someone who genuinely cares about the well-being of my clients.

One of the cornerstones of my business approach is relying on word of mouth for client acquisition. This strategy not only reflects my commitment to delivering quality service but also underscores the trust and credibility I’ve built in my market. By consistently delivering on my promises and maintaining strong ethical values, I’ve been able to attract clients who share these principles.

In addition to these elements, my reputation has been enhanced by my highly selective approach to choosing the types of businesses I collaborate with. I have made a conscious choice to align my work with brands and companies that share my ethos and values. This decision is guided by key principles, such as working with organizations that focus on the development of innovative green technology, bettering humanity or the planet, or are minority or female-owned. Maintaining this strict filter for ethical compatibility has ensured that my professional endeavors are not only financially rewarding but also personally fulfilling. This approach has allowed me to establish strong boundaries and cultivate mutually beneficial partnerships with businesses genuinely aligned with my vision and goals. The result is a meaningful and successful career deeply rooted in my values and principles.

Contact Info:

• Website: https://www.thefairwaycollective.com/
• Instagram: https://www.instagram.com/thefairwaycollective/
• Linkedin: https://www.linkedin.com/company/71655648