Ruth Furman discusses the power in slowing down and collaborating with competitors on the ‘She Means Business’ podcast

For some business owners, bringing up a competitor’s name may be a bristly subject. Not for Ruth Furman, whose approach to public relations can be a bit non-traditional. On Ashley Mastowski’s “She Means Business” podcast, she recently talked a little about how and why she collaborates with her competitors and how slowing down has sped up revenues for her business in 2024.

“I’m blessed to be an entrepreneur and to be celebrating 23 years in my own business,” Furman expressed to Mastowski, who is also the principal of First Choice Insurance Group, in Las Vegas. “I’m grateful and learned a lot of lessons through the years. I was not a natural business owner, not a natural leader. It really has been a journey with a lot of wrong turns that have taught me so much.”

Embracing competition

One of those “wrong turns” was fearing the competition too much, early on. However, now competitors are her collaborators. She gave a recent example where a media opportunity came across her radar, but none of her clients were available or a good fit for the subject matter. She “got real ninja and made something happen,” she said. She reached out to other PR firms and found exposure for their clients.

“This was a journalist I hadn’t worked with before and I knew it was a good opportunity. If I found a way to do it, it knew it would be magical in some way,” she thought. 

The move was magical indeed, as a new client was referred to her after the experience. She also said there are certain industries and PR projects she does not prefer, so she’s happy to refer those leads to the competition, too.

“It’s about doing the right thing. Not all clients are a good fit for you, it’s better to hand them off to those who will be a good fit. It’s about being radically collaborative and not making assumptions,” she added.

Finding power in slowing down

Furman also shared candid stories about past approaches that didn’t work in her business, and how she felt “misaligned” with the client’s goals. The experiences forced her to slow down and the move has opened the door for more genuine, clear communication with clients and prospects.

“I pause more now, I never paused in the past, and that’s where I didn’t learn those valuable lessons,” she said. She also does quite a bit of self-reflection about her attitude in any given moment. “When my energy is negative, I don’t find myself to be appealing to anyone in my life, including myself. However, when I do what I need to do to keep energy positive and optimistic, I’m a magnet for opportunity.”

A few success tips

Furman also shared a few business success tips she picked up through the years.

Tip #1: “Comparison is the thief of joy,” borrowing from Theodore Roosevelt and others who have used the line, Furman added: “Create your own path and don’t compare yourself to others.”

Tip #2: Do it now. “Find a way to do things now. Don’t wait until you feel perfect. If you wait, sometimes you miss opportunities,” she also said.

 Tip #3: “Clear is kind,” the line from Brene Brown’s book “Dare to Lead” has taught her that overcommunicating in business is good. Make sure everyone is on the same page and understands goals and motivations before you start a project.

Tip #4: Don’t be afraid to shift gears, especially if it means being true to yourself. “Reinvent yourself as many times as it takes, and be incredibly authentic,” she added. “When I’m authentic, that’s when I do my best work.”