Stay true to these three core values: curiosity, passion and drive. Remember to embrace love throughout everything you do, learn to live dangerously, never give up and stay resilient.
Redickaa Subrammanian is Co-founder and CEO of Resulticks, the world’s fastest growing real-time, conversation marketing cloud solution. During her 25-year career as a global advertising, marketing, and technology expert, she has developed winning strategies and outcomes-focused solutions for some of the world’s most respected brands. She holds an MBA from the State University of New York, Buffalo, and was named to Axial’s Growth 100 middle-market CEOs in the United States in 2016.
Where did the idea for Resulticks come from?
I am very passionate about marketing and communications. The idea to start Resulticks sparked from being on the frontlines in marketing myself for a number of years as co-founder and CEO of the global digital marketing agency, Interakt. Having worked alongside more than 150 highly respected B2B and B2C brands to amplify their marketing initiatives throughout the early 2000s, I became acutely aware of the universal difficulty our clients faced when managing big data, orchestrating omnichannel communications and documenting marketing ROI. Many of the challenges stemmed from the multitude of different platforms they were using and the inability of those systems to work together as a seamless integrated whole. Some of the modules—for email, SMS or data management, for example—might have worked okay independently, but they were not integrating well together.
From 2012-2014, my partner and I leveraged our agency knowledge along with the experience and expertise we gained in marketing technology and set out to address these martech challenges in a holistic, integrated way. In 2014, we then made the decision to take the agency to next level and transitioned it into a real-time, omnichannel marketing solutions company: Resulticks.
What does your typical day look like and how do you make it productive?
Being the CEO of a global company, my days are hectic and jam-packed. Learning the best methods for maximizing productivity is a continual practice, but one thing that never fails me —a detailed to-do list and calendar. Writing lists that I continually check ensures that nothing slips through the cracks and that I deliver on what I have promised to continue drive the business forward.
How do you bring ideas to life?
Perseverance. There is a saying in India, and I’ll translate the essence: Combine your ridiculously crazy belief with daring determination, and there’s no way you can be stopped. This belief is at the very core of every idea I have ever brought to life.
What’s one trend that excites you?
One of the biggest trends that interests and excites me right now is seeing the increased value of digital transformation in business models and agencies. My partner and I—along with a remarkably creative team of marketers and technology experts—started Resulticks just as the era of digital transformation was beginning to take shape. Technology’s advancements open up opportunities for businesses not only to reinforce their command within their fields but to venture into completely new avenues.
What is one habit of yours that makes you more productive as an entrepreneur?
As a business founder and leader, I’ve learned to adopt a very strategic mindset. I’m extremely meticulous about creating and following roadmaps to ensure the solutions we deliver are effective from the very beginning of their deployment. It’s important they not only generate measurable value for all stakeholders—customers, employees, and investors—but also sustain it over time. In marketing, especially, it’s critical that there are no gaps between what is promised and what is delivered.
What advice would you give your younger self?
If I were to give my younger self one piece of advice, it would actually be the advice my mother gave me, “There is nothing that you cannot do if you put your mind to it.” Success comes to those who put their skills on the table, move forward with confidence, and believe strongly in making their dreams reality.
Tell us something that’s true that almost nobody agrees with you on.
Eight hours of sleep in a comfortable bed is overrated! We’ve been told over and over again that people need a solid eight hours of sleep in a comfortable relaxing environment. While I do know that sleep is important, I think the location of where and how you sleep depends on personal preference.
As a global CEO who travels almost daily, sleep is something I can do anywhere and in short segments. I shift time zones and travel the world frequently and must adjust to different environments quickly and easily. Whether I’m on a plane or in a hotel, I trust my internal clock, make myself comfortable, and catch up on my rest as needed.
As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?
Planning is essential in entrepreneurship. Without a solid structure supporting their ideas, entrepreneurs struggle and fail. Too much planning is rare, and you have to refer to and reassess your plan and plan again. It goes back to the principle of setting “SMART” goals: specific, measurable, attainable, relevant and timely. If your goals are just a dream in your head, you’re less motivated to act. Set clear goals, make a plan and begin.
What is one strategy that has helped you grow your business?
A strategy and decision that was very important to Resulticks’ success was the completeness of vision and the conviction behind it. When investors came knocking with acquisition offers, I went with my gut and refused every time. Choosing to stay an independent agency was one of the greatest challenges and most rewarding business and personal decisions I’ve ever made. Remaining independent in the Asia-Pacific market was a challenge, but we all grow from being challenged. So no matter how challenging things became, I knew Resulticks was something that I had to own and lead with my team. Today, we are focused on our North American expansion. It’s an exciting, yet challenging market to break into, but we are strong and determined to succeed.
What is one failure you had as an entrepreneur, and how did you overcome it?
A few years ago, during the economic downturn, there were times when many of our key members worked without a salary. Sheer resilience and belief in our mission were prominent factors in keeping everyone’s morale high and belief in our mission top-of-mind. Our entire team remained engaged and focused on delivering exceptional results for our clients. We didn’t allow negative thinking to distract us from this goal. Rather than letting tough times drag us down, Resulticks pushed through. I learned that working, not hoping, for the best while remaining prepared for the worst is the best way to lead and run a business. That struggle made us stronger and here we are over a decade later in the midst of a major expansion.
What is one business idea that you’re willing to give away to our readers?
Water scarcity is a real issue today, and despite how far we’ve come in terms of world development, many people still lack access to clean water – and this isn’t just an issue that is confined to the developing world. Even cities in the United States like Flint, Michigan, are increasingly experiencing polluted water supplies. Also, it seems that those most in need of clean water are disproportionately paying more than the average person to get it. Water is one of the most important resources on our planet, and one that should be accessible for everyone, regardless of economic status.
It would be great to have a water filtration system that relies on renewable energy, like solar power, to turn existing water resources into clean drinking water in every major city in the world. For cities within reach of the ocean, creating desalination plants to convert sea water into potable water would be remarkable.
What is the best $100 you recently spent? What and why?
I recently gave to a destitute woman who needed clothes and food for her family. I knew she needed the resources more than I did. To me, family is everything, and I try to make the most of every minute we have together, despite my hectic travel schedule. If I didn’t make family my top priority, I don’t think I could be successful in business, as they are my backbone and motivation. That’s why I’m definitely partial to any causes that help families in need stay together.
What is one piece of software or a web service that helps you be productive?
I am a big advocate for meditation apps. Given my travel schedule, the constant shift in time zones and number of meetings I regularly participate in, I try to dedicate time each day to unwind, breathe and meditate. It gives me the ability to rejuvinate and deliver my best self to my family, team and of course, our clients.
What is the one book that you recommend our community should read and why?
Autobiography of a Yogi is a book that I have always held dear. I bring a copy with me everywhere I travel. It remains a constant source of inspiration for me, personally – I have read it countless times and never get tired of it. It brings me a sense of inner peace, relaxation and genuine joy. A good book can be a source of comfort and directly impact the way you think or lead your life.
What is your favorite quote?
It comes from Autobiography of a Yogi and I think it has much to teach anyone about the power of learning to control your mindset and attitudes:
“You may control a mad elephant;
You may shut the mouth of the bear and the tiger;
Ride the lion and play with the cobra;
By alchemy you may learn your livelihood;
You may wander through the universe incognito;
Make vassals of the gods; be ever youthful;
You may walk in water and live in fire;
But control of the mind is better and more difficult.”
While there are so many skills and activities people can master, if we don’t master our own minds, our responses to the world, our ability to remain resilient through adversity, no amount of expertise will get us the happiness or success we desire.
• Leadership and learning are indispensable to each other.
• Trust in your team. Learning to believe in your internal team helps leadership come naturally and helps a business person to lead confidently with belief. The internal team is a business leader’s lifeline as the company moves forward.
• Stay true to these three core values: curiosity, passion and drive. Remember to embrace love throughout everything you do, learn to live dangerously, never give up and stay resilient.