When Tiffanie Stanard expanded her career from TV & radio consulting to become a full-time entrepreneur in the tech industry, one might have presumed that her life in the limelight was over. But the CEO & Founder of relationship intelligence platform, Stimulus, was just getting started.
Now Tiffanie is an established technology influencer, frequently appearing on speaking panels to discuss women and diversity in tech, and keeping her many followers updated on the ups and downs of her journey, each step of the way.
The industry leader joined the Trailblazing Entrepreneurs podcast to discuss the importance of building a personal brand to create a platform for yourself, as well as elevate your corporate brand.
Q: Can you tell us how the idea for Stimulus came about?
A: I was a corporate employee in payroll and vendor management and I did a lot of work connecting vendors to buyers, and helping small businesses and medium-sized businesses connect with corporations. Over the years, I discovered that the main problem these companies faced was knowing what businesses or vendors were available.
So, when I first started Stimulus, we launched as a kind of customized Google search, helping people search by location, or by size of company, diversity, and so on. But then a new issue arose; people wanted to know how they could build a relationship with a particular buyer to even get through the door. And it’s worth noting that less than 1% of corporate contracts go to women and even less to diverse companies.
So, we pivoted and Stimulus became a relationship intelligence platform using data analytics to help companies make better purchasing decisions. Most platforms we found were so transactional and just focused on spend management. When really it all came down to networking and the relationship building process, we identified that companies are using spreadsheets, email, and other manual processes to track relationships.