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“A leader knows how to balance honey and fire, and use both to her advantage”, With Adelheid Waumboldt

My advice to other female leaders is to navigate intelligently through the hand you are dealt. Being a woman in a power position is an…


My advice to other female leaders is to navigate intelligently through the hand you are dealt. Being a woman in a power position is an interesting thing — no matter what your “title” is, people will think they can speak to you a certain way, or be overly familiar, some even think that raising their voice is acceptable. A leader doesn’t flinch. A leader doesn’t lose her temper often. A leader knows how to balance honey and fire, and use both to her advantage. Stay organized, stay smiling, and listen to everything — even when you may think you are speaking with someone who doesn’t have a lot to offer, the best question you can ask yourself is, “What are they doing RIGHT?” Whatever that is, use it. Combine it with everything else you know. And above all — never cry in public.


I had the pleasure to interview Adelheid (Heidi) Waumboldt. Heidi was destined to work in the Art world. Heidi attended the American University of Paris where she studied International Business, over which time she traveled extensively through Europe and Asia, collecting small tokens of her interesting adventures. Heidi became fluent in French and proficient in Italian as well as Spanish during this time. After moving to the United States and starting a family, Heidi looked for a position that didn’t involve heavy global traveling, but reveled in the idea of perhaps working directly in the arts. Today, Heidi owns and operates ISET Agency (www.ISETAgency.com) which represents artists of all types (musicians — singers, instrumentalists — painters, sculptors, mixed-media, etc) as well as collections, and additionally offers consulting to entrepreneurs looking to take their businesses to the next level. She also is the publisher of a mystic newspaper, “The All Seeing Eye.”

Thank you so much for joining us! Can you tell us a story about what brought you to this specific career path?

My career path is only specific in that I know how to monetize good ideas. Aside from this, my business expands into a vast array of sectors always in the pursuit of helping other people and entities to attain their goals. We manage artists, musicians, and entrepreneurs. At ISET Agency, along with Rachel Dares PR, we strategize, brand, develop, position, connect, fund, publicize, produce, market, and distribute according to the needs of our clients. This particular path, of helping people and businesses reach the echelons of success, is all at once specific, and not.

Now, I could spin you a tale about the CIA, a few gangsters, and an entertainment enterprise which brought me to this climactic moment of my career — but the truth is that my mother told me as a child, over and over again, to picture “the entire dream” and “not to leave anything out” and because of this I did not limit myself to a small box of endeavors, but instead jumped into a treasure trove of ideas and found a way to bring all of my talents, all of my experiences, and all of my goals into one agency — the ISET Agency. We have a solution for any funded problem. We have a path for any unfunded idea. We know how to achieve results, and defined results at that.

Can you share the most interesting story that happened to you since you began leading your company?

I have plenty of interesting stories. In the last two weeks alone I have confronted armed assailants, created an entire rebranding strategy, connected a government to a specific well known entertainment group, appeared in court, reworked television programming, signed high-profile sports-casting content, partnered with a 10,000 piece Italy-based contemporary collection, and eaten a fair share of lobster in the name of serving my clients — all alongside my partner in dime, Rachel Dares, of Rachel Dares PR and our incredible team. You should pre-order our book.

Are you working on any exciting new projects now? How do you think that will help people?

I am working on many exciting projects. Rachel Dares and I have recently conceived and began developing the “How to Be Smooth” campaign with 2x Grammy award winner, Jerry Bell, which will encompass a TV show, book, and tour. Additionally, an incredible artist we work with, Nova Gholar has released the album “The Preacher’s Kid,” which everyone with ears should listen to. As VP of Business Development for the D2D TV Network, we are working on Ron “the American Dream” Johnson’s upcoming boxing match on October 20th in Las Vegas at the Westgate Hotel while simultaneously seeking a vast array of new content. We have also begun endeavors to partner with a group working with the LA City Council to develop container housing for the homeless. My passion project is a mystic newspaper entitled, “The All Seeing Eye Newspaper,” which I am seeking contributors for. We delight the eyes and ears, give to the needy, and seek to make the world a better place in all that we do.

What advice would you give to other female leaders to help their team to thrive?

My advice to other female leaders is to navigate intelligently through the hand you are dealt. Being a woman in a power position is an interesting thing — no matter what your “title” is, people will think they can speak to you a certain way, or be overly familiar, some even think that raising their voice is acceptable. A leader doesn’t flinch. A leader doesn’t lose her temper often. A leader knows how to balance honey and fire, and use both to her advantage. Stay organized, stay smiling, and listen to everything — even when you may think you are speaking with someone who doesn’t have a lot to offer, the best question you can ask yourself is, “What are they doing RIGHT?” Whatever that is, use it. Combine it with everything else you know. And above all — never cry in public.

What advice would you give to other female leaders about the best way to manage a large team?

The best way to manage a large team is to organize your people into specific departments and appoint leaders. Pick leaders who are not lazy or addicted to vices, and who have something to prove. Never choose a gossip king/queen as a leader.

Never choose someone who is insecure — and I use that term broadly because a lot of people who appear confident are actually extremely insecure — the secure person is not necessarily the best dressed person in the room, but he/she is the person who will be loyal to their duties without feeling indebted to anyone but you.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

Clearly — I have a great public relations director who you will hear me talk about in every interview over and over. Rachel Dares and I are like-minded women with a shared destiny. Any business or personality on this earth in the modern world who wants to succeed needs a great PR director. I suggest you use mine, if she will have you.

How have you used your success to bring goodness to the world?

I try to bring goodness to the world every time an opportunity presents itself. In general I am a God-fearing and deeply philosophical woman who tries to do “the right thing” even when it hurts, even when it brings upon judgement, and even when others disagree. Living my life in this way, of course I use my business and endeavors to contribute to the betterment of the world. That said, there is a long way to go, and I have big plans for every stage of commercial growth to implement new strategies in eradicating poverty, improving education, and helping veterans, women and children throughout the world.

What are your “5 Leadership Lessons My Experience Taught Me” and why. (Please share a story or example for each.)

Here are my “5 Leadership Lessons” from a Fearless Single Mom:

Making excuses is the equivalent of submitting to failure. If you are willing to excuse yourself, you are willing to fail.

“Self-care” is the latest excuse trend. If you need to write a proposal but would rather go out to dinner with your friends, that isn’t self care. If you need to write a proposal, but need to go to the emergency room because you have pneumonia, going to the emergency room is self care. Know the difference.

2) Be willing to lose money if a deal isn’t in line with your personal virtues, ideals, or goals. If you have that luxury, know when to say “no.” If you have hungry children to feed, we forgive you for saying “yes.”

3) Find a business partner who you can trust.

4) Eat regular meals. Your body needs to be balanced for your mind to be balanced. If you work hard you need to sustain your body and mind — whether it is a granola bar or a steak dinner — eat, and drink as much water as possible.

5) Listen to everything. If someone wishes to speak to you, entertain what they have to say — you never know where the next big idea will come from. Listen, without looking at your mobile device. Mobile devices in general, are rude.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

A lesson from the sanskrit book translated into English, “Friendly Advice by Narayana” written in 600 BC:

“A person should give friendly advice, even unasked, when disaster threatens, when someone swerves from the right path and when the right time for action is running out.”

This is relevant to every life — if you have the opportunity to help through words alone, I cannot imagine why one wouldn’t. “Friendly Advice” by Narayana is my most beloved book and I suggest everyone order a copy of this ancient text.

Some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them…

Hi, Neil Portinow, it’s me, Adelheid — let’s do lunch.

Originally published at medium.com

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