#5: Focusing in on your Creativity with Cathy Deano, Co-Founder of Painting with a Twist
Did you know that when the great plague of London was going around in 1665, Cambridge University shut down and Issac Newton was forced to stay home? During this time, he invented calculus, parts of optic theory and allegedly, while sitting in his garden, he saw an apple fall from a tree, which inspired his understanding of gravity.
This is not to make light of recent events but WOW - it shows how so much can happen when we begin to think about what is possible when the unexpected happens.
This week on Scale with Joy, Cathy Deano talks about how she co-founded Painting with a Twist at the age of 55 with Renee Maloney to help rebuild their community after a crisis: Hurricane Katrina.
Despite over 300 locations now open, Cathy has managed to still not let herself be dragged too far from her creativity, where she is the happiest!
One of Cathy and Renee’s secrets was to bring in the right people to run their franchising business who not only could keep anticipating steps forward, but also valued the company’s strong culture. They covered all their C’s by hiring new members into their C-suite who can help them pick the right franchise.
Tragically, in the middle of growing her business, Cathy’s husband passed away. Her loving business partner and colleagues made this tragedy a little easier by taking care of the daily operations of the company, and by providing her with support when she needed it most.
You can learn more about Painting with a Twist here.
What is the secret to scaling with joy? It’s simple- making more profit with less stress. To find out how to make more profit and work less, visit https://tenprofitdrivers.com. Yes, it’s possible to grow your company without adding on complicated programs, products or divisions. These are the same simplified growth methods that I have used over and over with my own private consulting clients and national brands, in info products, retail e-commerce, and service.
Listen to the Show:
Laura (00:00):
Welcome to the Scale with Joy show, episode five: Scaling your Creativity.
(00:09):
Welcome to the Scale with Joy show, a podcast about scaling your company while living your most purposeful life, because here's the thing: there are no rules to say you can't grow a massively profitable empire and have joy in the everyday. My name is Laura Meyer and let's get started.
(00:33):
Have you ever been to one of those paint and sip concepts? You know, when you go with your friends, maybe drink some wine, paint a little and come home with a totally refreshed sense of creativity. Well you are about to meet the woman who started it all, who invented the category in the wake of Hurricane Katrina. What you might not know is the age in which she actually started her company, how she scales creativity across the country, why painting with a twist is the number one employer of artists outside the school system and some of the hardships that she had to face as she became a widow in the midst of scaling her own creative business. You are going to love Cathy Deano and I can't wait for you to meet her. She's a personal friend and somebody I have known and admired for years. Let's get started.
(01:32):
I am here with my good friend Cathy Deano. She's the Co-Founder of Painting with a Twist and we are just so excited to share with you really what it means to scale your company in such a powerful and large way while still honoring what it means to be an artist and what it means to honor other artists. So thank you so much for joining us Cathy.
Cathy (01:56):
Thank you for having me. This is really exciting.
Laura (01:58):
It is really exciting, and you and I have known each other for a long time. We've been in a private mastermind, I guess is the best way to put it, together. And one of the things that I thought when I first met you is, I was like, first of all, she's such a cool chick. Like you're such a cool chick. And I was saying that you were like glasses, or no glasses, and I'm like glasses because you're so cool. And also you started this, what a lot of people would say like late in life, right?
Cathy (02:23):
Yeah. I was 55, when we started this. I've always been a late bloomer. I had my child; I was almost 44. My only child. Yeah. The portrait in the back is him. So yeah, so I was kind of a late bloomer. Maybe just a major party girl, who didn't get serious. It was exciting and it was good for me because I was already set. I already knew who I was, I knew where I was going, I knew what I wanted. So creating this did not change that at all. I brought that age and wisdom. I like to think into the business, not so much into parenting, but into the business.
Laura (03:09):
That's trial by fire, no matter when you have kids, right? So people are probably doing math in their head right now. So you started this when you're 55, you look 55. So how long ago did you start?
Cathy (03:22):
I'm 65.
Laura (03:24):
So you started this 10 years ago and you started it with your friend Renee and talk to me a little bit about the growth because a lot of people are here on this, they're listening and they're thinking like, I'm scaling, I'm growing. What does that mean for me? What does it mean to take the next steps in my business? So even just like a quick, like how you got started and then the trajectory of the growth to today.
Cathy (03:46):
Okay. So what happened was Renee and I met in a kindergarten class, our children, her youngest, my only where in kindergarten together and we decided we liked each other and started volunteering together. And then of course Katrina came and everything kind of changes. You just anybody out there who's been in a disaster understands In New Orleans, we wanted more, we wanted to help our community. We wanted to do more. And so friends of ours, actually the artist who did that portrait, Francis and John Hodge, they called me with this idea, and I passed it by Renee, and we said, oh, let's do it. We'll open one little studio, that'd be fun. We wanted to start a business together.
(04:37):
And so we did, and we did really well in our small town. We're in a small town, north of New Orleans, and then Renee wanted to open one in New Orleans and so we opened one in New Orleans and once we got there, we got a lot more visibility. And that's when people started coming to us about franchising. So long story, but I won't go into it right now. We started franchising and the first year I believe we sold 12. Now this was just when Facebook was getting big. And so we really, really utilized that and that really helped, and our customers utilized that. So that really helped. So first year we did 12, the second 24 and the third we went, whoa, stop, make sure we have our systems in place, make sure that we have mentors in place, cause we just kind of winging it at this point, but we did manage to get some really good advisors. We joined the IFA, international franchise association, which was so important for our start-up company. They gave us a mentor, Melanie Bergerun with Two Men and a Truck, I just texted her the other day. So we really put people behind that knew more than we did so that we could be the creative people behind it because you know, Renee was better with the business part. And I was more about the art part.
Laura (06:08):
Yes. I love that. So where are you today? How many are open? How many are in development? How many franchises do you have?
Cathy (06:18):
We have over 300, I'm not sure the exact number over 300 open. And we have, once again kind of slowed it down a little bit. Where we doing our FTDs, we have a new chief development officer and so he's switching it up. Once again, he's changing it up, he’s being more careful about where we're going. He's being very strategic about where we're going. We never really had that. We were just selling them so fast, that it was like, yeah you want one. It was kind of like Sally Fields and that movie. So you know, we have to become a little more strategic and we're doing that, and we have a new team and we hired a CEO, CMO, a CPO, a COO, All the CS, so the teams could take it to the next level.
Laura (07:11):
So that's cool. So let's talk a little bit about numbers. So you have over 300 open, I heard you say one time you employ over 3000 artists across the country.
Cathy (07:19):
We are the largest employer of artists in the United States. I used to say outside the school system, but I'm not so sure that we haven't passed the school system, but I don't know. But we are a very large employer of artists.
Laura (07:31):
Yeah. Especially with art programs being cut back. So that's, I mean, that's amazing.
Cathy (07:35):
Many of our studios, most of our studios do children's programming. We have a very robust camp, children's camp program out there. So we really, really, really feel, if you look at the statistics about children that are exposed to art, it’s amazing you know, how much better they doing testing, how much better they, get along with people. All of those sorts of thing are improved.
Laura (08:02):
That's amazing. So over 300 locations, you've got all the C's filled in your company. Like a lot of people are probably thinking like that's the destination, right? It's like you're, hanging out, talking to me and other people are running your company. Like, you know, see, you got all the C's filled, you have over 300 locations. You're helping people, employed over 3000 artists across the country. Now talk to me a little bit about the creative process because you started out as an artist, as a creative. And one thing that I struggled with in scaling and growing is keeping that sense of my creative side and my creative self, before you have all the C's filled, when you were in all those boxes, right? Like how did, how do you, how do you tap into that?
Cathy (08:49):
You know, for me, I have a creative heart. I do. I consider myself very creative. I do have a workshop downstairs in my house where I do mixed media, but I'm not a painter. I admire artists probably more than anybody because they can take those thoughts and those visions and put them and paint them on a canvas. So with a creative heart, you always need somebody on your team with that creative heart because that person will- I did not let the, I tried not to let the business part pull me away. We've tried to put people in place that could take care of that. Renee did a lot of that, but she had to put people in place. You know, neither one of us were trained or educated to this. It was on the job training for sure.
(09:43):
You could only pull me so far into the business part because I kept my place in the creative and we would hire really good creative people, good artists to create our art, good people to place things in our studios, architects that could make the studios look correct. And I really would not let myself be dragged too far out of that because it was where I was comfortable. It was where I was happy and I just think you always, I happen to be that person, but I think you can hire that person too. You know? I don't think you have to be that person in order to keep that creativity in your business. I think all business needs businesses need creativity for their peace of mind or to keep your brain moving in the right direction. But I just think it keeps a solidity within the business and it keeps, it just keeps people more on track.
Laura (10:46):
What is the secret to scaling with joy? It's simple. Making more profit with less stress and to find out how to make more profit and work less, visit tenprofitdrivers.com or head to the link in the show notes where I share my top 10 favorite ways to create more financial margin and time freedom using the resources you already have. Yes, it's possible to grow your company without adding on complicated programs, products, or divisions. These are the same simplified growth methods that I've used over and over with my own private consulting clients and national brands and info products, retail, eCommerce, and service. That's tenprofitdrivers.com, also available in the show notes. Now, back to the show.
(11:35):
Let's get down to those instances, those moments. So you're running your business, you're running a franchise, which is a very operational, heavy way to scale your company in terms of compliance and regulation and all of that. Right? So you're getting sucked into, I would imagine at a certain point on a daily basis, right? Or on an hourly basis, you're getting sucked into, you know, all of the how's, right? What are some of the steps that you may have taken internally, if you can unpack that, that brought you back to that place of a creative part?
Cathy (12:08):
Well, you know, I used to say in the beginning, I love meetings because meetings to me were creative, right? We were brainstorming. We were figuring this out, figuring that out, even though it was business, it was still creative. And I said, I'll meet every day. And then it got to the point where the meetings became more business and I could feel it sucking that creativity out. That's when I kind of knew for myself that we needed to do something about it. And that's when I, you know, talked to Renee in the beginning and said, we need somebody in here that can run this business and you know, and not look back and keep the steps forward and know what's coming next. So that was a thing with us, we didn't know, we didn't know what was coming next. We could do this, dah, dah, dah, but what's next? And so that you can plan for that. So, it's always about putting people in place that know what you don't know so you can keep yourself doing what you do best because that's what's best for your company.
Laura (13:11):
Right. Let's talk about, cause I've done the same thing where you put somebody in place that knows what you don't know and sometimes that can also undermine your authority in the company if it's not the right person. So how do you make sure you've got a right person in place that can plan ahead while you're still in charge?
Cathy (13:27):
You know, Renee and I built a very, very strong culture on family, you know, family comes first and that helping your community is very important. And anybody who we brought into this company understood that we really never had a problem of anybody we brought in trying to undermine us. Everybody understood that we were the creators and we were the ones that made this family that people wanted to be a part of. So we, we didn't really have that problem. I think at the very, I think this is important for anybody looking who is just starting. You start at the very, very beginning and set your culture and you don't vary from that at all ever.
Laura (14:11):
Ever. Right. You can't delegate culture. You can delegate the things. You delegate all the things you cannot delegate culture.
Cathy (14:20):
And you're the one that sets that culture. The founder sets the culture.
Laura (14:25):
Yeah. Anything that comes to mind that you did specifically that helped you set that tone of culture that you could think of?
Cathy (14:34):
I think our home office it was, like I said, it was all about family. We knew whose kids were having birthdays, we knew who was having birthdays. We celebrated every little thing. I had a big bell and every time we'd sell it; a franchise would bring this big bell from my grammar. And, you know, we would do things like wind down Wednesdays or Fridays. We did all of that sort of thing. We did, offsite, they call it team building. It was just fun for us. It was what we did in the office. And when we did discovery days, we let people know that we did that. We introduced them to our whole team and let them know that our team was part of our family. And that's how we weren't phoning it in at all. We were really, as far as that goes, we were walking the walk.
Laura (15:25):
Yeah. That's so awesome. And, I know this from, because we've stayed in the same house before, but talk a little bit about your morning routine.
Cathy (15:34):
You mean my coffee, getting up and having my coffee and listening to music. It's very important to me, a non-negotiable. It sets my day. You know, if I could just get yoga in there, it would be perfect. It does set my day and it is very important that no matter where I am, that I have that quiet time with me and my coffee.
Laura (15:59):
Yeah. So all joking aside. So, your routine is that you get up, you get your coffee, you really meditate to music every morning. Right?
Cathy (16:08):
I do. It's not a guided meditation. Sometimes it's a guided meditation, but it's more about just sitting quietly with myself and my thoughts, being grateful for the day. I'm being grateful for all I've been given. I say a little prayer for whoever has been, you know, having some issues, whether it's a sick friend or sick parent or something, you know, people always asking for that. And I'd just say how grateful I am for the life I've been given, and you know, and I think it's a really good way to set your day cause no matter what comes forth, there's always something to be grateful for.
Laura (16:45):
Right. That's so wonderful. So do you mind talking a little bit about your faith and how that has played into your leadership?
Cathy (16:54):
So, you know, I was raised Catholic. So I've always had a faith, some sort of faith going. I've changed from day to day. I mean from year to year, you know, I always know there's a higher power and I know that he guides things and I look to that for my guidance. I just feel like really my religion is living the best life, be kind, be generous, and try and stay true to the values that I hold dear.
Laura (17:28):
Yeah, that's beautiful. We are going to change to a more difficult and challenging topic, which is that as you were growing and as you were scaling and then as just as like you were getting to that place of like, you saw the light at the end of the tunnel, you saw being able to hire people in the C suite, right, your husband passed away. So what would you say to those who are listening who, they're doing all the things and it's going really well, and they experience loss? What would you say to them?
Cathy (18:03):
I would say to them that just keep moving ahead. Don't lose sight of what you built and what you're doing. As for me, my husband was very proud of my achievements, extremely proud. And so I knew to let that fall by the wayside would not be doing what he wanted me to do. I also had this very strong team I've been talking about at the office who lifted me up absolutely. I mean, I went into work every day until about two weeks before he passed away. I do regret that. I will say, and this is on personal note, that when we realized, we realized about a month before he passed that that he was going to, and I, I wish I'd stayed at home and I didn't. I went to work because that was my escape. I knew that he would have wanted me, after he passed away, to keep going and to keep growing the business. We would, like I said, he was extremely proud of what we had accomplished. So it's hard. It's very, very hard. Personally, this is looking at it through my own lens, you know, you can't let it suck you in because it's life. It's what, it's what happens, and you just have to be sad and grieve and move on. He's with me every day, no matter what. He's, you know, he's there. So that's a good thing.
Laura (19:28):
It is. What about somebody who is supporting a person, an entrepreneur who has experienced loss, whether it's their husband or a family member? How did people show up for you that would be helpful for the listeners to know about?
Cathy (19:46):
Well, I did have a business partner, that business partner did keep things moving along very, very smoothly. So that, that really helped for me. I looked at emails, I kept myself involved in it mentally so that I didn't become overwhelmed by what was going on. Does that answer the question?
Laura (20:10):
So let's say that you're Renee, right? And you just have a business partner., you have a friend that just experienced loss. So it sounds like Renee kept you updated when you wanted to be. Right. So maybe checking in with the person and saying like, how involved do you want me to be?
Cathy (20:24):
Right. Yeah, no, there no big issues. She got in touch with me. We talked to every day, you know, she would bring over chicken. I mean she was very, very supportive as was everybody else within my organization. A really awesome home team.
Laura (20:44):
I could see being an employee or a franchiser and not knowing what to say to you, right? You know, not knowing how to approach you.
Cathy (20:53):
Yes. So many of my franchisees had experienced loss. They knew just to reach out, tell a funny story, you know, not to ignore what was happening because it was uncomfortable. Like so many people do but make it part of the conversation. You know, that's what's really important at that time. And people who haven't experienced it, I didn't know that before I experienced this, but now I know you don't say, I'm going to wait until it's kind of passed and then I'll call and think sometimes you never do. And you know, it's, it's real. It's happening. So, oh, and you know, and then they say what can I do? Drop over a chicken or a casserole. Or call to see if they want to go to the movies, don't say, call me if you want to go to the movies, that's not going to work.
Laura (21:41):
Yeah, I love that. I love that advice. And I feel like if you didn't know, you wouldn't know what to say. You would just be like, oh my gosh, did you hear what happened to Wally; and like if you don't have that invitation. So, if you know someone who's experienced loss, Cathy is inviting you to touch base with that person and say, do you want some chicken? Right? And do you want to go to the movies? I love that. So this has been such a great conversation. I love all of the great advice that you've given the listeners and I just want to thank you, Cathy, for sharing your heart with us and really just empowering these wonderful people who are listening with great tips that they can use right away. Thank you so much.
(22:30):
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The Scale with Joy podcast dives into the mindset and strategies of scaling your company to the million dollar mark and beyond. Each week, we follow the journeys of innovators, disruptors, experts and leaders - sharing behind the scenes stories of their most challenging moments and greatest lessons learned-all while building their multi-million dollar empires.