Meet Cari Rutkoskie, the President of Words Matter Consulting LLC, where she is dedicated to helping organizations of all sizes communicate clearly.
Cari’s journey to entrepreneurship was inspired by her successful career in corporate communications. After nearly 25 years with a Fortune 500 company, she received consistent encouragement from colleagues to start her own consulting business. So, in order to provide leaders with communications and brand consulting, she did just that. Cari’s approach is highly customized, ensuring her clients receive authentic advice that fits their unique business needs. Her dedication to serving others has been a driving force behind her success, enabling her to help numerous organizations communicate effectively.
We had the opportunity to interview Cari, discussing her background, the problems Words Matter Consulting LLC solves, and her candid insights on entrepreneurship.
Tell us the story behind your company’s founding. How and why did you start working on Words Matter Consulting LLC?
After nearly 25 years with a Fortune 500 company where I built and led the first corporate communications function, many of my colleagues encouraged me to start a business to provide leaders with communications and brand consulting. The feedback was consistent: I am excellent at creating the strategy, and I’m equally great at doing the work to drive the strategy forward. Serving others is of the greatest importance to me, so starting a consulting business felt—and has been—the right thing to do. And because I have been doing corporate communications work for 30 years, I have real experience working with business leaders to improve their communications.
What problem does Words Matter Consulting LLC solve?
Business leaders ask for my help when they have a clear view of where their organization is going and how to get there, but they aren’t sure how to communicate it to their employees so they understand it and can help drive it forward. Other business leaders don’t have a clear way of articulating their business strategy and need help formulating and communicating it. And some business leaders’ companies have reached a size where they need a corporate communications leader, but they aren’t ready to hire one yet. So I build their internal communications function from the ground up and run it for them if they wish or teach someone in their organization to run it.
What are some of the most meaningful impacts Words Matter Consulting LLC has had so far?
One of my first clients who I still work with asked me to help them with a corporate communications strategy. They provided me with more than 600 slides about their business strategy. No wonder employees were confused. I worked with the leaders to condense those slides into just two with their vision, mission, values, and strategy. Then, I created a corporate communications strategy based on those two slides. I built and continue to run the company’s corporate communications function. I am happy to say that when I interview employees every few weeks, they are all able to tell me exactly how they contribute to the vision, mission, and values of the company.
What makes Words Matter Consulting LLC different from other similar organizations in the industry?
I have worked for a Fortune 500 company, so I know what it is like to be in a business leader’s shoes. I listen first to understand what problem a leader is trying to solve, and then I offer only what they need. My approach is to keep things simple. If it’s difficult to do, then the leader won’t do it. So we start small and assess along the way to make sure we’re headed in the right direction and meeting my clients’ needs.
In what ways has your upbringing or past experiences contributed to how you operate as an entrepreneur?
When I worked for a company, I often hired consultants to support my business and supplement my team. I know what it’s like to hire a consultant who provides unrealistic advice that feels impossible to implement or advice that doesn’t fit the company’s culture or way of doing things. As an entrepreneur and business owner, I make sure to provide my clients with what they need in a way that is authentic to them and their business. My consulting services are highly customized to the needs of my clients. And when I write on behalf of a leader, I do it in their voice.
Have you ever felt like you’re “different”? If yes, in what ways has this contributed to your journey as an entrepreneur?
My biggest struggle when working for a large company was being an introvert surrounded by extroverts. Early in my career, I told my manager that I would do anything other than public speaking. By the time I left the company, I not only was doing extensive public speaking, I was also teaching others how to do it. So how did I make the leap? I raised my hand a lot and volunteered to do things that others didn’t want to do or didn’t feel I was qualified to do, like leading the company’s first brand initiative, where I was an entry-level employee leading a team of vice presidents and directors. My secret sauce is to embrace my introverted tendencies and listen more than I talk so I can understand what people need and deliver it. That is exactly how I run my business. I listen first, assess, recommend, and move forward. I love it when my clients tell me that I “just get it.”
Did you always know that you wanted to be an entrepreneur?
No, I had never even considered it. I started a business because many people—some I knew well and others not at all—said I would make an amazing consultant. I asked my husband for his support to try starting and running a business for a year, and he gave me the green light. At the one-year mark, I wasn’t where I wanted to be, but I knew I was where I should be. My business has continued to grow since then.
What’s one thing you wish you had known before starting Words Matter Consulting LLC?
Mindset is everything. If I believe the work I do is outstanding, then clients start showing up and hiring me. If I worry about not getting clients, then I won’t get clients. But when I focus on serving leaders and helping them be better communicators, the clients show up. I still need to do the work to make the connections and build the relationships, but my mindset has a huge impact on how I handle those conversations.
What were the most difficult and most impactful lessons you’ve learned starting and running a company?
Transparency is powerful. I have always projected an image that I have it all together. I received some great advice about letting people know me on a personal level—including some of the not-so-pretty stuff—and I have been astounded at the responses I’ve received. I believed I might negatively impact my business if I talked about the hard things, but I’ve found the opposite to be true. When I started being open and real, my business picked up.
What’s been the hardest and most rewarding part of your entrepreneurial journey?
The hardest part of being a solopreneur is not having a team. I miss the camaraderie of working with others every day. To address this issue, my friend and I created a consulting circle. We are a group of consultants who used to work together at a company. We meet once a month for coffee, lunch, or cocktails.
The most rewarding part of owning a business is building a relationship with a new leader and watching them learn and grow. I love the flexibility of selecting my clients and serving them in the way they need me most.
What’s been the most unexpected part of your entrepreneurial journey?
I can’t believe I’m still a business owner after five years. Earlier this year I applied for a role that I thought was the perfect fit for me. I made it to the final round of interviews, then the company declined to move forward with me. You know how I felt? Not sad. Relieved. Grateful. I wasn’t meant for that job. The rejection didn’t feel great. However, it confirmed that I am still where I’m supposed to be and doing what I’m supposed to do: owning my own business.
What are the biggest mistakes you’ve made?
Doing everything myself. I have an English degree. I should not manage my company’s books or do my own IT. I’ve learned the hard way that I should hire experts to do the things I’m not good at and don’t like. Unfortunately, it took accidentally deleting seven months of transactions in my accounting system and someone hacking my email to figure that out. Another mistake is doing business with anyone who comes along. A potential client must understand what I do, want what I do, and be ready for what I do before I will move forward to work with them. Not everyone is the right client.
My secret sauce is to embrace my introverted tendencies and listen more than I talk so I can understand what people need and deliver it.
What’s the biggest misconception that others have around entrepreneurship?
I have had many people say, “Oh, you’re just a consultant.” There’s no “just” about it. I am responsible for all aspects of my business as a solopreneur. Also, many think I have unlimited free time. I set my own hours, but because I love working and serving my clients, it’s really hard to shut it down and make sure I take the time I need for myself and my family.
Have you struggled with self-doubt as an entrepreneur? How do you navigate this?
Self-doubt is a real issue for me. When I don’t get a client or project, I wonder if I’m unqualified. When I’m feeling this way, my best bet is to spend time with one of my supporters. I have had a mentor for 25 years, and she is fantastic at holding me accountable and reminding me of the value I bring. Because our relationship goes back so far, she can remind me of the great things I’ve accomplished and forgotten.
Have you felt like giving up? What made you persist?
I have thought about getting a job, but I stay with it because I’m committed to my clients. And I love what I do. When I feel like giving up, I look up and out: up to the God who created me and gave me the talents I use every day, and out to others who need my assistance. Looking up and out stops my downward spiral and gets me back on track.
We dare you to brag: What achievements are you most proud of?
Starting and running a business for five years, then starting a second business two years later, is something I’m extremely proud of. My 18-year-old son wants to be an entrepreneur, and part of that interest has come from watching me and what I’ve accomplished. Another thing I’m proud of is positive feedback from clients. Whenever they tell me how much I’ve helped them, I feel so grateful for everything I’ve learned and passed along to them.
Has your definition of success evolved throughout your journey as a founder?
Yes. I used to think success was how much revenue my business earned. That’s still an important measurement for me, but succeeding is primarily based on my client’s satisfaction and feedback.
What resources or people have contributed the most to your successes?
I am so grateful to a mile-long list of mentors who have and continue to help me on my entrepreneurship journey. My consulting circle has been especially influential and has helped me work through big questions and tough issues. I have found that building relationships is one of the secrets to my success. My broad network has brought me nearly all of my clients. I started my business by inviting people to join me for coffee, then asking them for help and advice. People love to help, so don’t be afraid to ask for it.
How do you celebrate successes along the way?
I would rather celebrate every small success than just the big ones. I celebrate many different ways: a nice dinner out with my family, coffee or lunch with a dear friend, or a fabulous new pair of shoes.
How have you grown as a leader since starting Words Matter Consulting LLC? What experiences have contributed to this growth?
I have gained tremendous confidence since starting my business. I lost a lot of faith in myself and my abilities during my time at a large company. Running my own businesses has refocused me on the things I do well and has helped me find my voice again. And now I’m committed to giving back to young women who are starting their careers. Mentoring and advocating for others is a key element of servant leadership.
Have you discovered any underappreciated leadership traits or misconceptions around leadership?
I used to believe that I had to be an extrovert to be a great leader. That couldn’t be farther from the truth. I use all my talents as an introvert to observe and listen before moving forward, which helps people feel included, seen, and heard.
What have you learned about building a team and a support network around yourself?
I’m a solopreneur and don’t have a team, but I do have a vast network of people who support me. My consulting circle, my mentor of 25 years, and many other business owners, clients, friends, and family have helped me throughout my entrepreneurship journey. I invest a lot of time meeting with the people in my network regularly with coffees, lunches, dinners, and networking events, and I’m continuously adding new people to my circle. I love listening to and learning from other people.
What would you tell your younger self if you were to start your entrepreneurial journey all over again?
Don’t wait so long to quit your job and start your business. I knew it was time to move on after about 15 years with my former employer, but I stayed for 25. Those last 10 years were tough, and I wish I had left sooner—think of all the clients I could have served in those 10 years!
How would you describe the journey you’ve had in a few sentences? Would you do it all over again?
Owning a business is one of the hardest and most fulfilling things I’ve done. I’ve learned more about myself, how to lead, and how to serve than I ever could have at a company. I love the independence I have to select my clients and my work. Serving leaders and helping them be better communicators is one of my greatest joys. I would absolutely do it again!
What’s next for you and Words Matter Consulting LLC?
I have been committed to being a solopreneur for five years, but I am realizing that if I want to grow my business, I need to bring on some people to join my team. I am exploring my options and deciding who will be a good fit so we can continue to serve leaders and make an impact in their businesses.
