Gateway to Independence

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Your former work?

CMO/SVP of Gateway Computers. Prior to that, president of Good Guys, a $750 million specialty retailer.

Your new work?

Founder and owner of a consumer technology brand and marketing consulting business.

What or who inspired you to make the change?

My son. Generally, executive and equity based compensation packages fully vest after four years. Realizing that my eleven-year-old son would be fifteen in four years, and that I would miss out on some really important years of his life. I've already missed more than I would like. Now was the time to take control of my career instead of my career controlling me.

What was the biggest hurdle to making the change?

Making the final decision, officializing it, and committing one hundred percent. I was keeping my options open as I was approached for a variety of executive positions, responding and interviewing while trying to convince myself and others that I was committed to developing my own consulting practice. It was flattering to be approached for high-level positions like CEO, and hard to get myself to just say "no, not interested right now," but you need to. It's important to commit to your self, to your business, and be in control of the decision.

What skills from your old job are useful in your new?

Discipline and focus. Being the client for 25 years. Having a deep understanding of how vital detail and execution is. Having the big picture. Being comfortable and effective in talking to and presenting to boards.

Anything you miss about the old career?

The financial stability and predictability. Great healthcare benefits you didn't have to think about. The administrative support staff. The privileges and trappings that come from being the boss and from being the client.

How do you feel now that you've taken the leap?

I feel a lot of different things, every day. First, I feel incredibly thankful to wake up at home every morning, able to wake up my son and have coffee with my husband, and being home every night to help with homework and kiss and hug my son goodnight. I commuted between SF and LA the last year of my corporate career, so these are the things especially precious to me. I feel empowered by the flexibility and sense of possibility. I feel I have to prove myself every day, earning and keeping clients and business. I feel proud of having the courage to take the leap. I feel insecure. I feel lucky. I feel good.

Now when you go to a party, how do you introduce yourself?

Cathy Stauffer. I have a brand and marketing consultancy helping consumer technology companies that generally have brilliant products and brilliant minds, but very little understanding of how to succeed in retail. This is still a work in progress – that's only part of what I do. But it's a party, not a job interview and I wonder – does anyone ever really understand what a consultant does, except hopefully, your client?

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