Gina DeSantis On Five Things You Need To Be A Highly Effective Leader During Uncertain & Turbulent Times
I think businesses can rely too much on social media. Never discount the value of one on one customer interaction. I had a shop owner call and she was shocked that I am the one picking up the phone. Also, do not compare yourself to other businesses. You have to carve your own path and sometimes it’s easy to get distracted by the competition. Lastly do not run yourself into the ground. Take care of your physical and mental well-being. Breaks are important to recharge and rally.
As part of our series about the “Five Things You Need To Be A Highly Effective Leader During Turbulent Times”, we had the pleasure of interviewing Gina DeSantis.
Gina DeSantis is the lead creator behind her brand Gina DeSantis Ceramics. Gina has worked with clay since 1999 but founded her business in 2013. She began her ceramic studies at her local community college and by 2006 earned her MFA from Kent State University. You may have seen her work in Uncommon Goods, Anthropologie, McGee & Co, Shoppe Amber Interiors, and the Sundance catalog as well as over 400 retailers around the country.
The process: Gina and her team work out of an old automobile factory in Lakewood, Ohio (just west of Cleveland). All work is designed and thrown by Gina. Her team helps in many aspects of the work including trimming, handling mugs, glaze development, glazing pots, firing work, and working on hand-built items.
Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
I began working with clay in 1999 at a community college. I went on to earn my BA and MFA with a concentration in ceramics. I intended to teach at the university level unfortunately there were not many opportunities for employment. After working various jobs including visual merchandiser, marketing assistant and non-profit administrative work I decided to open a classroom space in 2013. I had taught for 8 years in the evenings after my day jobs and decided to run my own space. While opening this space I did my first wholesale show. I was fortunate to meet with a buyer from Uncommon Goods and designed a product which immediately took off. By June 2013 I quit my day job to pursue a full time art career.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
The running joke is my business plan would be titled “Not Going to do that Again”. Every year is a lesson. What to do, what not to do. When you are first starting off you say yes to any opportunity. I ended up on a reality tv show teaching a pottery class to a couple. I think only two people I know have actually seen this show. I
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?
I am lucky to have had many mentors. I studied under Kirk Magnus at Kent State University. The experience there taught me a studio discipline and that has helped form my work ethic. I also competed in a business grant challenge called Bad Girl Ventures. This competition paired us with mentors during and beyond the competition. I’m also extremely grateful to have launched my career in Cleveland, Ohio. The community here is extremely supportive and shopping local and handmade is engrained in the rustbelt. This town appreciates its entrepreneurs.
Extensive research suggests that “purpose-driven businesses” are more successful in many areas. When your organization started, what was its vision, what was its purpose?
The main purpose was to teach the ceramic arts. I wanted to share my passion for clay with others. I always sold my artwork but never as my primary income until 2020 when the pandemic forced me to temporarily close the teaching space. I was able to pivot as were the wholesale markets going to digital. I had my classroom clientele and shifted to a membership studio space because of a decade of clients. They rent space from me and I fire their work. I believe that even though the classroom did not reopen this is the part of my business that has created the most value for me and the community. I love to see the creative energy coming from the studio members.
Thank you for all that. Let’s now turn to the main focus of our discussion. Can you share with our readers a story from your own experience about how you lead your team during uncertain or difficult times?
I think every year since the pandemic has been difficult. Temporarily closing, constant material sourcing issues, and a slow economy have presented challenges each year. I prefer to focus on the future. During slow times we use our time to prepare inventory for busier seasons and markets. We use the time to experiment with glazes and materials. We streamline how we do things as a team. Slower times at work can lead to development as a studio team.
Did you ever consider giving up? Where did you get the motivation to continue through your challenges? What sustains your drive?
I joke that at this point I am unemployable. I can’t imagine doing anything else or working for anyone else. I don’t see failure as an option. I pivot and move forward each year.
I’m an author and I believe that books have the power to change lives. Do you have a book in your life that impacted you and inspired you to be an effective leader? Can you share a story?
During graduate school, I read a series of essays called “The Culture of Craft” by Peter Dormer. It helped shape my drive to elevate the ceramic arts. Often in school, fine art and fine craft are separated. Somehow functional art is less in the minds of the critics. I use this as a rallying tool to keep elevating my artwork.
What would you say is the most critical role of a leader during challenging times?
I try to be a flexible yet focused leader. My staff are young artists who also want to launch their full-time careers at some point. I want to send them out into the world with the skills I did not learn in school.
When the future seems so uncertain, what is the best way to boost morale? What can a leader do to inspire, motivate and engage their team?
I think my work ethic is a morale boost. Even when the orders are not pouring in there is always something that can be done. I also emphasize leaving the studio for inspiration. Not all creativity happens behind studio doors.
What is the best way to communicate difficult news to one’s team and customers?
I have an honest policy. If things are slow and I need to cut shifts they know. I am grateful for the team that works for me and I always make sure to be upfront with any challenges coming our way.
How can a leader make plans when the future is so unpredictable?
Because I work in retail and wholesale there is some planning set for me and my team based on orders and Q4 of course is our busiest time. We prepare the product-based items based on forecasts provided by the company. Wholesale can be more tumultuous. You never know how big or small an order will come in during the week. We use slow times to build inventory because turnover is the challenge with handcrafted items. You have to wait. Handmade slows things down.
Is there a “number one principle” that can help guide a company through the ups and downs of turbulent times?
We all need to realize that the past four years have been not normal by any means. Even though it feels unpredictable I see it as another door opening when one closes.
Can you share 3 or 4 of the most common mistakes you have seen other businesses make during difficult times? What should one keep in mind to avoid that?
I think businesses can rely too much on social media. Never discount the value of one on one customer interaction. I had a shop owner call and she was shocked that I am the one picking up the phone. Also, do not compare yourself to other businesses. You have to carve your own path and sometimes it’s easy to get distracted by the competition. Lastly do not run yourself into the ground. Take care of your physical and mental well-being. Breaks are important to recharge and rally.
Here is the primary question of our discussion. Based on your experience and success, what are the five most important things a business leader should do to lead effectively during uncertain and turbulent times? Please share a story or an example for each.
Pivot. Motivate. Work hard. Take days off. Grow slowly.
I think that this is an overarching idea versus individual stories. This year I have watched too many local businesses close. What worked in 2019 doesn’t work in 2024. For example, in the last three years, I have gone through three different suppliers of clay. Each time I have to revisit my pricing structure. Couple this with buying patterns that have changed. Stores that carry my work are closing while new stores are opening. You have to shift with the times. The best advice I received was to grow slowly. I take risks but make sure that my business can self-sustain those risks. I also surround myself with an amazing and talented team and let them know they are valued.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
My 93-year-old grandma can still mop the floor with you in any board game. When we were kids she would never let us win a game. She would always say “You have to learn to lose.” Eight-year-old Gina was quite annoyed but 43-year-old Gina realized the value of losing. It’s an opportunity for growth when you learn what is not working.
How can our readers further follow your work?
You can shop my work at ginadesantisceramics.com. I have a list of over 350 stockists that carry my work for those who like to shop in person. I’m on Facebook and Instagram @ginadesantisceramics
Thank you so much for sharing these important insights. We wish you continued success and good health!
Gina DeSantis On Five Things You Need To Be A Highly Effective Leader During Uncertain & Turbulent… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.