Natalie Madeira Cofield on the importance of collaborating to advance multicultural leadership
When open, honest relationships are built upon authenticity, these relationships possess the power to inspire confidence and success. Such has been the example set forth by the 2015 ACE Leadership Symposium keynote speaker, Natalie Madeira Cofield, who spoke on the importance of forging collaborative relationships to advance multicultural leadership.
Cofield has carved a niche for herself as an entrepreneur, advocate and thought leader on all things business and diversity. She is the president and CEO of the Greater Austin Black Chamber of Commerce. She is also the founder of the Austin Black Technology Council and Walker’s Legacy, a professional collective that promotes the career advancement, skill sets and networks of women in business.
Why it matters
“We can’t have a conversation about diversity until we really understand what it is and what it means,” said Cofield. There are a number of different variables; it isn’t just black and white. And with multiculturals accounting for $3 trillion in spending power in 2014, this transitions from a conversation on diversity to one of business. “This just makes good business sense,” says Cofield.
When multiculturalism becomes the fabric of how you do business, it can be leveraged as a growth mechanism. Cofield points out that there are “15 times more sales when you add race as a variable within your quotient” and “workplace diversity is among the most important predictors of a business’ sales revenue, customer numbers and profitability,” according to various studies. She adds that this is the “important backdrop and context” before beginning the conversation.
Building collaborative relationships
Social capital is essential to building sustainable relationships. Cofield defines this as “the ability to have someone do something for you or with you as a result of a relationship.” Building relationships depends on equal parts likability, professional respect, admiration for the whole person, and an intertwining of personal and professional lives. It is imperative that the relationship exist despite business affiliations. “If you get a new job and the phone stops ringing, those weren’t real relationships.”
Cofield provided four steps to building meaningful, diverse, and collaborative relationships:
Ask. Create safe spaces for people to get answers to the questions they’re asking. The responsibility falls on both sides. Furthermore, sometimes the only way you’ll be invited is if you ask, and sometimes, “you might have an invitation because someone couldn’t tell you no,” jokes Cofield.
Find commonality. “How many missed opportunities have you had because you didn’t start a conversation with who you are as a person?” When networking, lead off with who you are – more than just what you do. From Cofield’s own experiences, when she began a conversation only with what she did, it was either starting because she wanted something or ending because the two could find nothing in common.
Be authentic. “There’s a way to be humbly assertive and confident,” says Cofield. Respect yourself, and acknowledge that you are right where you’re supposed to be, so be there confidently. She adds, “People become interested in the uniqueness of you. Sometimes it’s a surprise to folks and sometimes it’s an inspiration.” What authentic traits make you unique?
Proactively engage. “Show up, get engaged, find commonalities, and you’re started!” Learn to be comfortable with someone dismissing you. Many of the events Cofield attends in Austin are heavily populated with millennial white males in technology. She could either “shy away from that or walk in and start talking.” She chooses the latter. “Sometimes when I’m networking, I’ll assert myself in the middle of a conversation.” This philosophy has worked well for Cofield, who was named the 2013 Technology Diversity Evangelist Partner of the Year by Google.
Continuing the diversity dialogue
Following her presentation, the floor was opened for questions with Cofield and Dr. Kinneil Coltman, chief diversity officer at Greenville Health System, moderated by Greenville City Councilwoman Jil Littlejohn:
On building relationships with people you don’t like:
- Take them to coffee or lunch to get their backstory. You can disagree with someone more eloquently when you know their backstory. There’s usually a big disconnect between people’s intentions and the impact.
- If someone said something offensive, reaffirm the value of the relationship and have a private conversation. Go out of the office because it’s easier to realize that you are two human beings.
On leading diversity up, when you aren’t at the top:
- Be the person who supports others, no matter your rank.
- It’s OK to carry the diversity flag.
On setting goals:
- Plan and prepare, but be open to possibilities. Have goals, but don’t have too many plans.
- Get clear on the daily activities you enjoy and want to do, even if it isn’t your job. Just be happy.
