Kirsten Osolind is January's Wild WE of the Month. Kirsten is the founder and CEO of re:invention, inc., a marketing company for women-led businesses and the companies trying to reach them.

Tell us about how your company, re:invention, came about and what services you offer to women.

re:invention, inc. (re:invention, inc.), a full-service integrated marketing company for women-led businesses and the companies trying to reach them, was founded in 2002. Since then, we've worked with some of the nation’s premiere women entrepreneurs, executives, corporations, and organizations. We help our clients increase sales, build credibility, launch new products, discover new distribution channels, forge profitable partnerships, build an online presence, and gain national media exposure.

Our clients are served via re:invention's nationwide certified marketing associates network. Each of our certified associates has 10 or more years experience with a Fortune 1000 company or leading agency, to ensure that our clients receive high quality marketing work. Together, we are committed to exceeding client expectations and delivering measurable results.

How did you fall into your niche?

We watched, we listened, we learned. Women-led businesses are growing in number, yet only 3% gross over $1 million in revenues. Much about women-led businesses -- what makes them tick -- still remains a mystery. Part of our mission at re:invention is to educate corporations about women business owners and how best to reach them. When we connect corporations with women business owners, we all win. Our end goal: to build more women-led million dollar businesses. We've found that women entrepreneurs are seeking solutions and they need more than passion and creativity in their Little Pink Toolbox to succeed: they need marketing, money, massive customers or clients, and meaningful mentors. It’s important to note however, that re:invention is not a parental figure….they are also teaching us and we’re growing right along with them.

What kinds of women-owned businesses do you work with?

re:invention works with both Fortune 1000 companies and high-growth women-owned businesses. A bit about how we work...

re:invention introduces Fortune 1000 companies to women's organizations and the women-led companies that re:invention endorses and supports. We share our insights about women business owners and executives and help develop profitable marketing programs to better reach them. We also work with women business owners. Our women-owned business clients all fit 3 criteria: (1) they have been in business at least 2 years (2) they are cash flow positive (3) they are willing to make a serious commitment and investment in marketing for measurable results.

Who have been your mentors and inspirations along your Wild WE journey?

A good friend once suggested to me that mentors were overrated. To paraphrase this friend: "There are people you collaborate with for mutual benefit, people you compete with, people who have knowledge you want, people who have influence you wish to benefit from, and people you just like. At any given time an individual may fall into more than 1 category or they may move to another category, it's not a conscious thing either, just a way to view your colleagues."

Over time, I have stumbled my way around to this friend's way of thinking. Simply put: I think you need to commit yourself to helping others when you can, accept help when its offered to you, and help yourself. I'm lucky to work with a wonderful team – Melissa, Todd, Lynn, and Lori – heck, I just like 'em! I also respect them. They are a constant inspiration and together we are building momentum.

We're so glad to see your blog is back after a hiatus. It's one of the most simultaneously comprehensive AND entertaining blogs I've read in awhile. What advice or tips would you give to women small business bloggers?

Don't let the A-list bloggers get you down. Define your own niche and declare your own strategic advantage. Blogging doesn’t need to be competitive, it can be cooperative. Daily traffic and inbound links should not be your only measurement of success. I've met some damn fine people blogging (some dinkheads too, but that's part of the drill).

If you could give one piece of advice to Wild WE's reading this, what would it be?

Someone was clearly tricked into letting me give the keynote speech at Duke's 2005 Weekend for Women Conference, during which I described 5 "mantras" for women entrepreneurs:

1. remember a road map and learn to keep score (like it or not, the score in business is kept in dollars and the system of accounting provides the rules for keeping score)


2. know your strengths and weaknesses;


3. surround yourself with people who are smarter than you are;


4. focus on expanding your territory, creative marketing, and "isolating faces" (i.e. build coalitions, secure profitable partners, and create advisory boards);


5. believe in your own ideas even when others don't.

These mantras are pretty much the best advice I can give to women. But I'm always actively listening to hear everyone else's advice and suggestions. Women and men wow me with wisdom everyday.

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