I am humbled to celebrate my 20th anniversary in business! I founded Rita B. Allen Associates in 2005 with so much enthusiasm and motivation to make a difference. It has been an incredible journey and even more rewarding than I could have imagined! That is possible only because of the support of so many clients, colleagues, friends, family, and trusted advisors.
A heartfelt THANK YOU to all of you for your continued partnership, generosity, and confidence in me!

In celebration of this milestone, I am kicking off a year-long conversation on
20 Lessons Learned over 20 years!
I look forward to your comments!

Lesson #16: QUALIFY YOUR PROSPECTS

Another important lesson I've learned is that not every prospect is a good fit-and that's okay. Taking the time to qualify prospects early saves energy, builds stronger relationships, and leads to high quality results. When we focus on understanding each prospective client's specific needs, readiness, and alignment with what we offer, we spend less time chasing leads that go nowhere and more time nurturing those that truly have potential and are a good match. Effective qualification isn't about saying "no" to people-it's about saying "yes" to the right ones as well as nurturing a higher return on our investment of time, effort, resources and energy. Qualifying prospects isn't just about filtering-it's about focus, connections, quality and alignment.

In the early years of building my business, I thought every lead was worth pursuing, but I quickly realized that spreading myself too thin led to focusing on the wrong prospects and potentially missed opportunities. By taking the time to ask the right questions-about their needs, goals, timing, readiness, expectations, decision-making process, and budget-I began to identify who was truly ready and motivated and those who were not. When you qualify prospects effectively, you create space to build deeper connections with those who are the right fit rather than exhausting your efforts convincing those who are not. It's not about turning people away-it's about aligning your energy and expertise where it can make the greatest impact.

QUALIFY YOUR PROSPECTS

Lesson #15: LEARN WHEN TO SAY NO TO MAKE SPACE TO SAY YES

I've learned that saying no isn't always easy, but sometimes it's necessary. Every time we say yes to something, we're giving away our time, our energy, our priority and focus-and those are limited resources. Often we rush to say yes without thinking it through in order to be helpful, collaborative and/or to be of service when in fact, sometimes the strongest decision is a clear no. Every no creates the space for a more meaningful yes. We want to ensure we are spending our time, energy and resources in a way that aligns with our values and goals, allowing us to give our best to the things that are most important to us. At the same time, saying no doesn't mean being unhelpful-it's about setting boundaries while still offering support, guidance, or alternative solutions where we can. This way, we stay present and effective without overcommitting ourselves. As leaders, when we model healthy boundaries, we give others permission to do the same as well.

For a long time, I found myself saying yes out of habit, obligation, excitement, wanting to help, and/or to not disappoint others. But I realized that in doing so, I was putting myself in a position that had me overbooked and exhausted and even worst, having to consider saying no to the things that mattered most to me and/or running out of steam to put my energies in things I loved doing. Learning to say no gracefully has given me the space to say yes with intentionality-to opportunities, relationships, and experiences that align with my values, are energizing and rewarding to me. It's not about closing doors; it's about choosing the right ones to walk through at the right time.

LEARN WHEN TO SAY NO TO MAKE SPACE TO SAY YES

Lesson #14: DON'T EXPECT IMMEDIATE GRATIFICATION!

Another valuable lesson I have learned in building my business (and in life) is to not expect immediate gratification. In a world where so much is instant-answers at our fingertips, same-day delivery, instant messaging-it's easy to grow impatient when results don't come right away. But the most meaningful growth, achievements, and relationships take time, persistence, and patience. By resisting the urge for quick wins, we build resilience, develop discipline, establish credibility, gain a deeper appreciation for the process itself, and yield the best outcomes.

For example, there are many occasions where I have aspired to work with a specific client, or build a relationship with an influential leader, and/or gain a trusted advisor. Most often, these connections did not happen right away but took much time, effort and service to establish and build. Too often we may be tempted to give up or move on when we don't achieve immediate success. It is also hard not to personalize some of these interactions that don't always work out the first or second try. However, there is great power and value in planting seeds and nurturing them over time.

DON'T EXPECT IMMEDIATE GRATIFICATION!

Lesson #13: REACH OUT FOR HELP AND FEEDBACK

One of the greatest signs of strength is the ability to know when to reach out to others for help, support and guidance. We do not succeed without the assistance of others. Having a trusted group of people we can turn to is a necessity as well as the knowledge of when to turn to them for help. In addition, it is essential to request feedback, both formally and informally. The greatest gift our contacts, clients, colleagues and other supporters can give us is honest feedback, both constructive and positive. Be vulnerable, recognize you do not have to have all the answers and encourage on-going feedback.

For example, as I built my business over the last 20 years, I have been extremely fortunate and grateful to have had my own 'board of advisors' whom I have turned to for different purposes. There are times I have reached out to mentors who have helped me develop specific skills that pushed me out of my comfort zone rather than saying no to requests. There have also been times I was chartering new territory in ways that I needed help from trusted colleagues who had traveled those trails before. Lastly, I make it a regular practice to ask for feedback, accept it and incorporate it to ensure I am always improving and growing. Don't be afraid to ask for help and feedback - it can make a HUGE difference!

REACH OUT FOR HELP AND FEEDBACK

Lesson #12: FIND YOUR FORMULA

There is magic in seeing the whole picture and then understanding all of the required pieces to the puzzle in running your business. There is a formula to being successful and that formula will differ for each person and each business. Create your own formula that works for you and fits your style, approach and needs. Determine YOUR formula and then fill in the specifics of each ingredient. Once you know what those specifics are, then it's about working the formula in a consistent, deliberate and proactive manner.

For example, a formula that works for me is made up of the following mix: 30% planning - equal parts strategy, execution and discipline; 20% sincerity - keep it real, be authentic and genuine ; 20% outreach and visibility - every portion of each day includes communication of one kind with key contacts; 15% credibility - follow through, delivering on promises; and 15% patience and resilience - see it a long-term process and commitment, it can't be rushed and there are no short cuts. This formula has worked well for me and your formula may be quite different yet effective for you.

FIND YOUR FORMULA

Lesson #11: BECOME AND BE A MARKETER

An important ingredient in growing our business is to acknowledge that in addition to our content expertise, we MUST also be a good marketer. As the owner of a business, you will need to see your role as the head marketer for your business and ALWAYS be wearing a marketing hat. Even though it may not be comfortable for many to be in this role, we need to see ourselves in this way. I learned early on in starting my business that it makes all the difference to have a strategic marketing plan each year. We need to develop an annual marketing plan that is specific, targeted, realistic yet creative in a way that is authentic to ourselves and plays to our strengths and preferences. Plan for monthly, quarterly, semiannual and annual activities. Stay true to it - follow up and be accountable!

For example, every December I set goals for the coming year along with specific quarterly marketing initiatives for the year. Personally, I enjoy writing articles, blogs and newsletters in addition to speaking, presenting, networking and nurturing new and existing relationships, and actively participating and serving in different capacities in professional associations. These are just a few marketing practices that I find effective for me and stay disciplined throughout the year to execute them. Figure out what you enjoy and is authentic to you. Of course, it is a great way to build your brand as well. Take the lead and get comfortable becoming a master marketer.

BECOME AND BE A MARKETER!

Lesson #10: HONOR YOUR WORD, DO WHAT YOU SAY

Having people trust me, earning credibility and nurturing strong relationships is a crucial part of my personal brand and what I value most. I have learned one important ingredient for being able to do that is to honor my word and do what I say I will do. People remember that they can rely on you and that you follow through on what you have shared or promised.

For example, I have made this a priority throughout my 20 years in building my business. Different ways I do so include showing up on time (if not early), giving and receiving valuable feedback, having difficult yet necessary conversations, committing to and respecting boundaries, following up on deliverables and commitments, as well as staying accountable and true to my values/standards.

HONOR YOUR WORD, DO WHAT YOU SAY

Lesson #9: LEAD BY EXAMPLE

Actions are more powerful than words. We can say something numerous times and with much eloquence, however, it resonates more with people when we actually display those behaviors. Leading by example occurs when we consistently demonstrate the behaviors, values, and standards that we expect from others, not only with our words but through our actions. It's about modeling the mindset, attitude, and accountability you want to see, not just talking about them. Over the last 20 years as well as during my life and career, I have learned the power of leading by example, modeling the way.

Throughout the years as a coach I have illustrated many of the practices and concepts I am sharing with my clients with examples of my own growth and development. For example, one of the executive teams I was working with had a culture of avoidance. Smart, capable leaders, however, they tended to dance around real issues. No one wanted to be the first to say something hard, admit a mistake, or show any emotion that may look bad. So at the start of an offsite I was leading with them, I kicked off the discussion by saying, "Before we talk strategy, we need to talk about trust. And that starts here." I went on to share a story about a recent coaching engagement I almost lost because I missed a cue, pushed too hard, and didn't ask the right questions. I explained to them, "I let my ego get in the way. I wanted to be valuable and missed an important cue. I had to own that, show vulnerability and apologize. As a result, the client gained greatest trust in me." The room went quiet….and then one leader spoke up to share a current challenge with a team member that they have been avoiding for weeks because they were unsure how to move forward without making things worse. That broke the ice and by the end of the session, every leader had acknowledged something real-mistakes, blind spots, fears. Not because I told them to. But because I modeled it first.

LEAD BY EXAMPLE

Lesson #8: BE A SERVANT LEADER AND GIVE BACK!

Find the right balance of ambition, drive and service. Servant leadership is all about enriching the lives of others, building better organizations and ultimately creating a world that is more caring and equitable. Not only is it personally rewarding, but it makes a difference in others' lives. Giving back to our community and profession, paying it forward is a way to add value and leverage our talents and experiences while making a difference and having an impact. It is a critical part of building our brand. My parents role modeled these behaviors to me throughout my life and I saw the joy it brought them to be of service and that is what I have done my whole life.

For example, I have served (and continue to) on a number of boards of non-profit organizations and professional associations that are aligned with my passions and areas of interest. In addition, I have volunteered within universities and in classrooms offering my expertise, time, and mentorship. Find ways that you enjoy and offer your service.

BE A SERVANT LEADER AND GIVE BACK!

Lesson #7: BE and STAY GRATEFUL, HUMBLE AND PARANOID

Never take any of your success for granted and always be grateful. There will be peaks and valleys. Appreciate both for what they bring and offer. Do not grow complacent and maintain a healthy level of paranoia. Complacency is the number one threat to any business. Always keep the fire in your belly and hustle like it's your first year in business! Continue to stay hungry, happy and humble as you travel through all the peaks and valleys.

For example, I learned after the first 3 years, that as quickly as we establish strong momentum, there will also be lulls. In the times of the upswings, I established a pattern of turning up the volume rather than down which served me extremely well when those lulls unexpectedly popped up. I found that prepared me to be positioned to ride through both the peaks and valley with positivity, humility and gratitude.

BE and STAY GRATEFUL, HUMBLE AND PARANOID

Lesson #6: GET COMFORTABLE BEING UNCOMFORTABLE!

Most of our greatest experiences and lessons come from stretching ourselves in new ways that are difficult and uncomfortable. That is a life lesson I have learned early on but it was truly emphasized to me throughout my 20 year journey of building my business. It requires us to stay open, be agile and take risks to push ourselves. It opens many doors and can be very rewarding if we are willing to be uncomfortable. I love the quote by Neale Donald Walsch, "Life begins at the end of your comfort zone."

For example, during the pandemic as things came to a halt, as so many people did, I felt such a void with the lack of connection and interaction that was a big part of my practice. I decided to create a discussion series to stay connected, share stories, be a resource to one another, and give back. No power points or formal presentations, but an opportunity to hear personal stories of growth and learning, share best practices, be inspired and spark dialogue on important topics of the moment, and to enhance our networks - with panel discussions and 1-1 interviews with influential leaders. I pushed out of my comfort zone as I did not know if I would be able to engage panelists or attendees. I even titled my series, "Getting Comfortable Being Uncomfortable". Five years later, I'm thrilled to say I will be leading my 22nd discussion in June on the topic of "THRIVING IN TIMES OF CHANGE" and have had over 80 panelists and more than 1200 attendees.
Please join us in June! You can see more and register here.

ALWAYS STAY TRUE TO SELF, YOUR PERSONAL BRAND!

Lesson #5: ALWAYS STAY TRUE TO SELF, YOUR PERSONAL BRAND!

Find and be your best authentic self. When we stay true to ourselves, aligned with our values and leveraging our talents, we allow our differentiators to guide and empower our actions and decisions. It enables us to be grounded, staying true to our personal brand and our leadership brand, which are two sides of the same coin. People will remember these moments and the mark we leave behind.

For example, throughout the last 20 years, there have been many scenarios where conflicts have arisen that could easily have pulled me in directions that digressed from my best authentic self. In those moments, I stayed centered and true to my best authentic self and focused on the goal at hand to navigate through. As a result, I acted in behaviors remaining true to myself and how I served others.

ALWAYS STAY TRUE TO SELF, YOUR PERSONAL BRAND!

Lesson #4: ALLOW YOUR BUSINESS TO EVOLVE!

As you build and grow your business, allow it to evolve which may stray from your business plan. No matter how much planning, projecting, research and forecasting we do, we won't know until we try. Once we try, sometimes we find certain areas are not as marketable or rewarding as we planned and we must be ready and able to pivot. Stay open to the journey and allow your business to unfold and emerge.

For example, in my original business plan, I had 3 core areas of focus for my business and I learned after year 3, that one of those areas was not a revenue generator; and so I shifted quickly. The result turned out to open up different doors that were even more sustainable, rewarding and profitable!

ALLOW YOUR BUSINESS TO EVOLVE!

Lesson #3: IT IS ALL ABOUT BUILDING RELATIONSHIPS!

Relationships can make or break careers. They are a critical part of building our personal brand and achieving our aspirations. Establishing, building and nurturing mutually rewarding relationships is foundational to having a fulfilling life and career. It is all about giving back and paying it forward. Being of service to someone else, an ally and supportive colleague is not only the right thing to do and rewarding, it does come back to us in many ways. Staying connected, being authentic and also strategic about the different kinds of alliances we build is essential.

For example, when I started my business 20 years ago, I had a strong base of relationships that truly enabled me to build my business. Because of those relationships, I already had a strong support system and following that was a spring board for new business and referrals. Many of my previous clients, colleagues and friends were initiating meetings, connections, prospects and business for me which helped me kick-off my practice...and today, 20 years later, referrals are still more than 50% of my business! It is all about building relationships!

IT IS ALL ABOUT BUILDING RELATIONSHIPS!

Lesson #2: There is no such thing as failure

So often we hold back on taking risks due to our fear of failure. If we can shift our mindset to one that does not embrace failure, we will find there are many opportunities in front of us to explore. One of my favorite quotes is by Nelson Mandela who says, "I never fail, I either win or I learn." Each experience results in success because we either achieve what we set out to, OR we learn a valuable lesson that allows us to move forward.

For example, very early in my executive search career, as I started to flex my marketing skills, I faced a couple of disappointments. Through that process, I learned what worked well and what did not work as well. As a result, I was able to advance my marketing skills significantly and ended up directing firm-wide marketing initiatives as well as starting my business with a solid foundation of marketing practices. There is no such thing as failure!

THERE IS NO SUCH THING AS FAILURE!

Lesson #1: SAY "YES" WHEN IT SCARES YOU!

We are often presented with unexpected opportunities that require us to stretch, take risks. Personally, I have experienced many that forced me to take leaps of faith in myself. As a result, I have learned that if a challenge scares me, I need to say yes.

Those have been my best learnings, which uncovered talents leading to new and exciting paths I would not have otherwise experienced. For example, as a business major, I never imagined being a writer, much less author. Many years ago, I was asked to write an article, and that led to another, and another, yet another. I found I actually liked it and was pretty good at it. A client later planted a seed in my mind that I needed to write a book and challenged me to do so. If I listened to my inner critic and allowed the fear to hold me back, I would never have discovered this path that has been so rewarding and profitable for me!

SAY "YES" WHEN IT SCARES YOU!