Deanna Hinsz, CEO of CarbonSilk and founder of She Is Collective, brings a refreshing perspective on business growth that focuses on people, connection, and genuine purpose.
Her story shows how embracing your unique values, connecting authentically, and setting clear boundaries can create a business that thrives financially and enriches your and your clients’ lives.
Building a business today isn’t just about the bottom line—it’s about creating something meaningful and sustainable.
This article dives into the key turning points and lessons from Deanna’s journey, offering insight into building a purpose-driven business.
A Defining Moment: Choosing Family Over Corporate Success
Deanna’s decision to leave her stable corporate job and start her own business wasn’t planned out. It was a moment of realisation sparked by her young son.
A week before Christmas, he came to her with a simple request: to spend time together as they used to, with a movie and hot chocolate.
It wasn’t the big gifts he wanted—it was her time and presence. For Deanna, that moment was eye-opening.
She realised that despite providing for her family financially, she was missing out on quality time. It was a powerful reminder that life and career decisions should align with what’s most important to us.
This turning point reflects a choice many business owners consider: how to build a career that doesn’t just serve the bank account but also the soul.
Starting her own business was Deanna’s answer to creating the work-life balance she wanted.
By stepping away from corporate life, she gave herself the freedom to be there for her family in a way her previous career couldn’t allow.
If you want to change careers, think about what truly matters to you and how your current work aligns with it.
Whether you’re looking for more flexibility or creative freedom, knowing your priorities can help you shape a career that fits your life.
Building Connections Through a Community-Driven Brand
One of Deanna’s most fulfilling aspects of her business, She Is Collective, is watching genuine connections form among members.
She’s cultivated a space where women entrepreneurs, often working in isolation, can support each other, share advice, and grow together.
This emphasis on community-driven growth isn’t about numbers or reach but about creating a meaningful support system for people who understand each other’s challenges.
Building a brand around community starts with understanding what your audience truly needs beyond products or services.
For Deanna, the women she works with often need a sense of belonging as much as they need business tools.
In her She is Collective community, members come together to learn and cheer each other on, celebrate wins, and share solutions to everyday challenges.
If you want to build a community-driven brand, think about the unique value your business can provide.
How can you connect people around shared values, challenges, or goals?
This approach doesn’t just build loyalty; it builds lasting relationships that make a real difference in people’s lives.
Embracing Authenticity in Marketing
Deanna’s approach to marketing is all about authenticity. She believes in showing up as you are—flaws and all—because that’s what people connect with.
In an age where social media can often encourage a “highlight reel” mindset, her advice stands out as a reminder that real connection doesn’t come from perfection but from being relatable and honest.
Trying to present an image of flawlessness is exhausting and can create a disconnect with your audience.
Instead, Deanna encourages entrepreneurs to embrace their uniqueness and not be afraid to share the ups and downs of their journey.
Authentic marketing isn’t about figuring it out; it’s about showing up honestly and letting people see who you are.
If you find it hard to connect with your audience, consider sharing more of your story and what you stand for.
People resonate with real stories and imperfections because they remind them that they don’t have to have everything perfectly sorted to succeed.
Delegating Effectively: Letting Go of Control for Growth
When Deanna hired an assistant, she quickly realised that delegation is a skill.
Simply handing off tasks without clear systems or expectations led to more frustration than relief.
Effective delegation, she learned, requires structure, guidance, and a well-thought-out plan.
Deanna’s experience highlights a common challenge for entrepreneurs: letting go of control.
As business owners, it’s easy to feel we must manage everything ourselves, but that can limit growth and add stress.
Delegating successfully means preparing your business so that others can step in and contribute without constant oversight.
This means setting up clear systems, organising information, and communicating expectations.
If you’re ready to hire someone to help, outline the specific tasks and systems they’ll need.
Set aside time to train them thoroughly. Proper delegation isn’t about dumping work onto someone else but building a support structure that allows you both to work more effectively.
Defining Your Ideal Client to Strengthen Your Brand Message
In the early days, Deanna believed she could serve anyone, but she eventually discovered the value in narrowing down her target audience.
She could tailor her services and marketing message more effectively by focusing on women entrepreneurs who had hit a wall in their marketing and needed guidance.
Interestingly, this focus didn’t limit her reach—it attracted more clients, even from outside her target niche, who saw the value in her specialised approach.
Defining your ideal client allows you to speak directly to the people needing your service most.
Instead of trying to appeal to everyone, which can dilute your message, a clear focus helps you craft messages that resonate on a deeper level.
For Deanna, this meant understanding her client’s specific pain points and addressing them head-on in her marketing.
If you struggle to connect with your audience, ask yourself who you’re truly speaking to. Consider their challenges, goals, and the solutions they’re looking for.
Focusing on a specific audience doesn’t mean turning others away; it means making your message clearer and more powerful for those who need it.
Success Beyond Revenue: Prioritising Freedom and Quality of Life
While revenue is important, Deanna’s perspective on success goes beyond financial figures.
For her, real success is measured by the freedom to live the life she wants—whether that means spending time with her family, travelling, or simply being able to step back when she needs to recharge.
This approach to success speaks to many entrepreneurs who want their business to serve their lives rather than feeling trapped by it.
The idea of success as freedom aligns with Deanna’s career choices. She’s crafted her business to allow her to prioritise her personal life rather than sacrificing it for work.
This is a reminder that while growing a business requires hard work, it doesn’t have to mean giving up on balance and personal goals.
If you’re an entrepreneur, take some time to define what success truly means to you.
Consider not only your financial goals but also the lifestyle you want. Building a business that fits around your life instead of taking over it can make the journey much more fulfilling.
Facing Challenges with Resilience
Running a business, as Deanna says, is like a rollercoaster.
There will be uncomfortable times, setbacks, and moments of doubt. But it’s in these challenging times that real growth happens.
Resilience isn’t just about surviving tough moments; it’s about learning from them and using them to fuel future success.
Deanna’s approach to resilience is to stay consistent, push through difficulties, and trust that even the lows are part of the growth process.
This perspective is especially encouraging for entrepreneurs facing setbacks. Rather than seeing challenges as failures, they’re opportunities to learn, adapt, and strengthen your business.
When things get tough, remember that resilience is a skill you build over time. Each challenge you face is a chance to grow and improve.
Stay focused on your goals and trust the journey—those tough moments often lead to the biggest transformations.
Conclusion: Building a Business with Heart
Deanna Hinsz’s journey is a testament to the power of purpose-driven entrepreneurship.
From her decision to prioritise family over corporate success to her commitment to community and authenticity, she’s created a business that reflects her values and supports her lifestyle.
Her story reminds us that true success isn’t just about numbers; it’s about building something that aligns with our core values, nurtures real connections, and supports a fulfilling life.
To build a purpose-driven business, take a page from Deanna’s approach. Define what matters to you, stay true to your values, and don’t be afraid to let people see the real you.
A business built on authenticity and purpose is not only more rewarding but also more likely to stand the test of time.
Connect With Deanna Hinsz
Deanna’s Visibility Checklist: Deanna’s free checklist helps boost your visibility across social media, SEO, email marketing, and your website. Download it at deannahinsz.com/get-visible.
Deanna’s Website
https://deannahinsz.com
Deanna’s Social Media Links
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https://linkedin.com/in/deannahinsz
https://youtube.com/@deannahinsz