Interview with Nikki at Pennock.co

Nikki is often getting ready for podcast by prepping answers to lists and lists of questions so we thought of using this an an opportunity to share more transparently here a few of her candidate answers about he background, her personal life as a wife and mom that impacts how she operates as our Founder and Managing Partner here at Pennock!

Silpy Jha: Nikki, let’s get started! with something juicy. Have you had any major struggles or setbacks and if so, how did you overcome them?

Nikki Lindgren: While I've had numerous experiences as a key player on multiple marketing teams, one standout achievement was launching the World Markets e-commerce business. As part of a team of six managing direct-to-consumer (DTC) operations, I handled both inventory and marketing responsibilities, leading us to achieve a remarkable $200K revenue launch month. This success significantly exceeded the expectations of the traditional brick-and-mortar leadership team.

Transitioning to an agency role as an individual contributor in SEO, I took charge of DTC sites such as Ben Sherman, Jessica Simpson, Grateful Dead, The NY Knicks, The Saints, and 45 other entertainment DTC sites. Within just one year, I earned a promotion to oversee all growth initiatives and spearhead the formation of a dedicated team reporting directly to me.

However, it wasn't until I became a parent, relocated to Silicon Valley, and secured a seemingly 'more stable' job that I felt a newfound sense of pressure to prove myself and advance within the company. Despite my accomplishments, I grappled with feelings of inadequacy and outsider status—a sentiment that persists in our deliberate hiring of 'outcasts' today.

Having grown up in a working-class town and hailing from a financially stable yet modest background, I underwent an unconventional college education. While at Kiwi Co, I found myself immersed in a cultural clash. It marked my first experience working alongside predominantly Ivy League-educated peers, with qualifications far surpassing my own. Despite contributing significantly to the company's growth—from $1M months to $10M months—I harbored doubts about how my background and character aligned with leadership's expectations, fearing it would hinder my progression within the company.

Ultimately, I made the decision to leave, seeking a professional environment where I felt more aligned and valued.

Silpy: What lead you to rewrite your career script and venture out, starting our agency, Pennock?

Nikki: As I mentioned in a previous interview, my husband has been incredibly supportive and collaborative throughout my journey of starting an agency. At times, this support has made me feel a sense of obligation to continue running the agency rather than considering selling it or wrapping up operations.

While the freedom, flexibility, and ability to write our own rulebook as business owners have brought many highs, there have also been significant lows. There are countless nights where I find myself emotionally absent from my family, grappling with sleepless nights as I try to solve problems or reflect on how I could have handled conversations (or Slack messages) better.

Early in my career, I was keenly observant and learned a great deal through my interactions with organizational leaders, which has propelled me forward. However, this journey requires strong support networks. My mastermind group, my position on the board of a female agency collective, and my network of coaches and consultants have been invaluable in providing guidance and assistance along the way.

Silpy: Not to get too personal, but how has starting and managing Pennock impacted your marriage?

Nikki: As you are well aware of, Silpy , my husband plays the role of a pseudo COO at Pennock. He works behind the scenes, assisting with our tech stack, finances, and HR, but his interaction with our team is minimal.

Throughout the workday, I make it a point to check in with him and seek his perspective. Without fail, he offers clarity and helps me compile actionable steps to tackle overwhelming tasks.

It's no secret that we both harbor a dislike for working together. Our work styles are diametrically opposed, and discussing Pennock often evokes a sense of frustration in both of us. However, this dynamic is integral to our operation, and I couldn't envision navigating it differently. Despite the occasional challenges, I believe it grants us a unique perspective and fosters a deeper appreciation for each other.

Silpy: Tyler (your husband) is great. I’m so glad he fits Pennock into his schedule ;)
How has Pennock impacted your parenting?

Nikki: Tyler is significantly more involved with our children and our community than I have been. I genuinely believe he stepped up because he recognized how overwhelmed I was. This decision was likely influenced by my personality type—I'm an INTJ and an 'individualist' on the enneagram.

As our children have grown a bit older, they naturally gravitate towards me for certain reasons. Stereotypical as it may sound, they come to me for emotional support and help with navigating relationship dynamics. On the other hand, they turn to their dad when they need assistance with homework, want to engage in playtime, or seek out activities to do together.

Silpy: How did you find and harness your mom-entrepreneur-powers?

Nikki: My mom secured a job for me at an afterschool center during my high school years, where I worked with elementary school children. It was during this time that I experienced my first real connection and breakthrough with kids.

From that experience and with confirmation from my husband, I've come to realize that disciplining children and sticking to schedules are not my strong suits. Instead, I excel at sparking mischief, creating messes, and encouraging daydreams.

Looking back, now that my children are all six or older, it's evident that the baby and toddler years were particularly challenging for me. The slow pace and constant demands took a toll.

On the other hand, my mom possesses a superpower when it comes to granting freedom and flexibility to children, allowing them to have a voice and express themselves.

Silpy: Do you feel like you’ve broken though any cultural glass ceilings?

Nikki: For me, getting caught up in overthinking, overanalyzing, and overplanning can spell disaster. I prefer to adopt a "lay the tracks" and "build the guardrails" approach to work, which has allowed me to take calculated risks throughout my career.

Despite playing pivotal roles in guiding Kiwi Co and other brands through significant transitions, and even though I could potentially still be employed by some of those companies today, my intuition urged me to move forward. Trusting my instincts has also encouraged me to take gradual yet purposeful risks, ultimately contributing to the fulfilling life I lead.

At times, I find myself forgetting that women aren't solely confined to supporting roles in business. In my insulated environment, where I work with and hire women, and collaborate with female-led brands boasting predominantly female-heavy marketing departments, it's easy to overlook the broader gender dynamics prevalent in the business world.

Silpy: And what about critics? Our industry is littered with agencies, most of them ready ot cut each other down to prove they are the best. How do you handle this?

Nikki: I try to ignore most of what other owners are saying/doing. I'm my own harshest critic. It was a pivotal moment when I grasped that everyone is consumed with their own concerns, leaving little energy to focus on me. This realization helped me ease up on myself, as I understood that the scrutiny I placed upon myself was often unwarranted.

This revelation was especially beneficial because when I become overly critical, I tend to shy away from taking bold actions, fearing the attention that comes with achievement. Instead of aiming for significant accomplishments, I find myself tempted to remain in the safety of inaction.

Silpy: Any shortcuts or quick wins worht sharing?

Nikki: I wish I could claim that I mastered the art of focusing on the vital 20% of our agency's tasks and thereby unlocked a 10X growth for Pennock, but that's not the case. Truth be told, I might secretly relish the challenge and turmoil because I tend to prolong the struggle unnecessarily. As my son Dash often points out, "Mom, you took the long-cut instead of the shortcut."

However, discovering how to simplify our work has been immensely rewarding. In 2019, when I approached potential clients, I encountered difficulties in conveying what our agency did versus what we didn't do within the realm of marketing. I vividly recall ending a qualifying call with a prospect who confessed, "I'm so confused; I still have no idea what your team does."

If you want people to understand and engage with your journey, simplicity is key. Complexity doesn't make you appear more intelligent or superior to your competitors. In the early days, I mistakenly believed that sophistication equated to success.