While hiring a diverse team is clearly one way to address this concern, we can also be sure to consult with people who specialize in this area and lean on friends who can offer their own perspective. We’ll also explore other ways to ensure a minority perspective is taken into consideration when we design marketing assets. But we’ll keep trying and we’ll keep acknowledging the hard parts so we can keep learning along the way. And that is something that continues to be a challenge for us at Nutshell. Of course, the answer to all of this is investing in diversity. When we did say goodbye it was with an agreement that we’d find a way to work together on telling this story. Nutshell’s belated holiday party was scheduled to start immediately after our call, but I found myself not wanting our conversation to end. We walked through the entire misguided advertising experiment and, together, came up with what could’ve been done better.
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Then she shared a number of specific and thoughtful experiences from her life and career that underscored just how easy it is to ignore the difficulties minorities face in professional settings. Then she said she was tired of not saying something. She described her initial apprehension in saying anything at all. That that was what often happened and given this particularly discomforting time in American history, she didn’t want to do that anymore.
It was an incredible conversation and easily one of the most fulfilling I’ve had in my role as CEO of Nutshell. Several days later, Kelly and I were on the phone. It also helped me prepare for what could be one of the most awkward conversations of my life and for that I was very appreciative. It was extremely instructive and helped me understand the important role that context plays in issues related to cultural appropriation.
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In advance of our call, Kelly shared this post which describes how to appreciate black culture rather than appropriate it. I immediately felt the pangs of mistrust and doubted my ability to have this conversation without completely fucking it up. I am socially aware enough to understand just how careless many have been in dealing with this most sensitive of social issues. How are we appropriating black culture?”īut despite having a strong desire to just ignore the situation entirely and hope that it would go away, deep down I knew that the right thing to do was to reach out to Kelly directly, take her observation seriously, and find an opportunity to learn from this experience. My initial reaction was “What? Everyone loves Beyonce.
Personally, I quickly ran through a wide range of emotions from shame to confusion. There was a palpable stillness and the team shared sideways glances that indicated we really didn’t know what to do or what to think. The message hit our #social-media Slack channel and immediately registered throughout the office. Try Nutshell for 14 days and let us change your life.” It was a gif of Beyonce, dancing in her “Upgrade U” video, with the headline “Struggling with a complicated CRM? Partner, you’re better than that. Nutshell recently had an experience that underscored this point precisely and I’d like to be as transparent about this one as I was previously.Ī few weeks ago we received an inbound Tweet observing that one of our Facebook ads was blatantly appropriating black culture. I shared the details of the experience and our reaction publicly in a blog post and several folks rightly pointed out that diversity of gender is only one of the dimensions needing attention amongst tech investors and operators. We became aware of some typical, but nonetheless destructive, gender biases and office behaviors that did not help our female colleagues feel supported. Last summer, Nutshell confronted an ugly side of the tech industry head-on. Why a Beyonce GIF on Facebook forced us to confront cultural appropriation.
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