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Meet NEXT Marketplace Partner Gingernut Thinking

Fredda Hurwitz

Gingernut Thinking

fredda hurwitz
  1. What do you love about being an entrepreneur? Always in learning mode. Flexibility. Freedom (at times). Unencumbered curiosity. Connections. Collaboration. I have loved working with and for brands and agencies throughout my career. I was able to be a part of some of the world’s most iconic experiences (eg the Olympics or the FIFA World Cup), meet unbelievably fascinating people and provide counsel to dozens of highly experienced senior marketers globally – all of whom have taught me so much. At this moment in my life, being able to take all that I have been given and repurpose it in a way that allows me to work with big brands or small, purpose-driven non-profits, is an absolute blessing. Further, without the overheads to worry about, coupled with the highly personal 1to1 relationships that are quickly and effortlessly built, (minus the constant anxiety over securing more work and whether or not you can pay the bills!), it’s hard not to enjoy this new chapter.
  1. What makes your business unique? I believe that this lies with my background and perspective. I’m an American who lived in Europe for 30 years, longer than I’ve lived in the states (I moved back here 2.5 years ago).  My entire professional career is rooted in global thinking, experience and cultural exchange, helping me to become more aware of others, finessing my listening skills and ultimately providing me with a greater sense of objectivity and appreciation. By working across cultures and in other languages my innate desire to react first has been (largely) replaced with “think first”, which is partly why we’re called Gingernut Thinking. That plus I’m a redhead, and in England where I lived for 22 years, redheads are commonly referred to as gingers…
  1. How do you create great company culture? At the moment, it’s fairly easy since I’m living the full-on Company of One approach, only bringing on other SME when required to ensure that our output meets the needs of the brief. Rumor has it that we have a very compassionate, laid-back and inclusive culture with a super understanding boss, whose office is enhanced by the presence of Elvis, the maltichon mascot, the occasional glass of wine, bucket loads of tea and numerous outbursts by my teenage son needing to be fed, again.
  1. What’s the best advice you ever received? When one door closes another one opens. So true. 
  1. What’s the hardest lesson you ever learned? Never say never. It’s sort of like the use of “inconceivable” in The Princess Bride – you keep using it and yet it simply isn’t true.
  1. What important trend are you watching? Where D&I will net out; will the growth in gratitude and collaboration still be as strong and become an integral part of our DNA once we’ve moved past our current COVID lives; will the pendulum swing away from technology in favor of more intimate gatherings to make up for the enforced world of Zoom we all occupy…all of this will greatly affect how, when, where and to whom we market.
  1. What advice would you give an entrepreneur starting out? Ask yourself why you feel this is the right path for you and be clear on what success means? What do you want to get out of your venture? Are you ready? Do others have your back, not necessarily financially but on an emotional level when you need the occasional pick-me-up? Are you able to articulate why and what you’re doing/selling is better than similar offerings?
  1. What are the best things about the DMV ecosystem and how can it improve? I can’t really comment on the broader ecosystem just yet. What I have observed is that people are genuinely happy to introduce you to others who may need your services or who are simply like-minded and could become a new friend. This is an extremely supportive and welcoming environment.

 Thank you Fredda! To learn more about Fredda and GIngernut Thinking, click here.