A month after I had joined LinkedIn back in July of 2018 I sent Claude Silver a connection request and began following her content. One day she made a post saying “Ask and you shall receive, what can I do to help you today?”
I commented on that post asking for a 5 minute interview and to my surprise she agreed by asking me to send her a message (I was given a full hour). This was the first example of pure kindness I witnessed from Claude. For the past year I have been following her content and engaging with the individuals who have crossed her path.
Claude’s content drew me in because of how emotionally real it was. If you’ve ever had to drag yourself out of bed, start your car mid-winter and drive to work holding onto an ice-cold steering wheel, just to be greeted by a boss that doesn’t value you… you’ll appreciate Claude’s work as much as I do.
The first message you see on Claude’s website is: People need people. People need people that listen and then do something.
That message spoke to me on an emotional level and I believe it will speak to you too. I wanted to know how she created such an amazing culture, what being a “culture carrier” meant, and how the employees at VaynerMedia had been changed by her work there.
A culture carrier in Claude’s own words is “someone who is aligned with our values, I can’t teach someone to be kind they have to already be kind. The process of developing a culture carrier takes about 6 months. It’s about bringing people together and having strong core values of kindness and empathy.”
Gary Vaynerchuk, co-founder of VaynerMedia, is often referred to as a combination of hustle and heart, with the hiring of Claude and the work she has accomplished within the company, it speaks to the level of empathy that can be felt throughout the entire operation. Although business can be a challenging, tough and often cut-throat terrain, by putting employees first and providing honest feedback the company has grown to include offices in New York, Chattanooga, Los Angeles and London, and continues to dominate the market.
So how exactly is the CHO of VaynerMedia changing the way we work?
- By being unafraid to share her own story
Claude has been an influential part of breaking the stigma surrounding vulnerability in the business arena. Not only does she openly share her own story but she sits down with employees to better understand their vulnerabilities and how to use characteristics that previously would have been considered weaknesses as strengths. When asked what her biggest adventure to date was she replied “Having Shalom (her daughter). I have had an amazing life, I moved, worked hard, landed an amazing job and fell in love but it didn’t come without it’s challenges”.
Claude is openly gay and is living proof it doesn’t matter your sexual orientation, nothing matters but your character, your track record and if you leave people a little better off than before you met them. From Claude, business leaders, employees and entrepreneurs can learn to be more open both on social media and in person, allowing them to build more meaningful relationships and connect on a deeper level. A deeper connection can mean more leverage but it also means a more lasting impact on the world.
2. Committing to a strong value system
VaynerMedia has some serious values for such a large company and those values are expected to be upheld by each and every employee and visitor. Values like kindness, empathy, honesty, hustle and the art of not complaining. With Claude holding the title of Chief Heart Officer she is the guiding light for others. When recruiting she says she “takes the time to evaluate an individuals talents but most importantly their own heart”.
Gary Vaynerchuk is quoted as saying:
“To me, there’s no debate that kindness is a strength. And it breaks my heart to know that so many people believe it’s a weakness. So many people are afraid that other people will take advantage of their kindness or make them feel “used.” But the truth is, those who take advantage of your kindness are weak on the inside. Feel bad for them, don’t let them make you feel bad about yourself”.
Both Claude and Gary teach aspiring entrepreneurs that it is okay to live with an open heart and that having the strength to commit too and live with a strong value system will be a powerful tool during the hustle journey. It also allows you to go to bed at night actually liking the person that you are, nothing will kill a business faster than going to bed at night and hating yourself.
3. Listening with action
As mentioned above Claude’s slogan is: People need people. People need people that listen and then do something. As a woman who wears many hats she is also an Outward Bound Instructor, taking individuals on amazing adventures in the outdoors. Taking action on any given day can mean a number of different things but it speaks to her own character and driving force that she is able to not only guide people through the world of office politics but also through the serene, sometimes challenging wilderness.
Claude cultivates an environment of trust by first offering individuals her own trust. It is a huge and vulnerable action that leads to a relationship of love – heart – and productivity. Rich Cardona founder of Flybys Media and Host of Flashpoint shares the moment he connected with Claude, ” I will never forget when Claude said ‘I trust you’. It meant so much to me, for her to trust me and allow me to be a part of her journey”. The two now share a deeply personal bond as Rich documents Claude’s process.
Listening as an action is something that has the power to change an entire organization from an unproductive, toxic environment to one that promotes creativity, passion, inclusion and positivity.
To get the truest sense of how Claude was changing the way people work I asked her co-workers to tell me what working alongside Claude has done for them. These are the answers I received:
“During my time working alongside Claude, I’ve really come to appreciate her example of being a good listener. As a society, we tend to praise the power of speaking. But Claude demonstrates on a daily basis that the most important thing everybody wants is to be heard.” – Steve Babcock, Chief Creative Officer VaynerMedia
“If I could say one thing about Claude that I think is a little under the radar, it’s that I admire her relationship with our CEO. I have a great one with Gary as well, but she is intrinsically wired to him. I think every person at every company should want to have a relationship with their CEO, and I think their relationship is there for all to see and emulate. I suppose in a lot of ways, you couldn’t have a Chief Heart Officer, without that person being deeply connected to the CEO.” – Joe Quattrone, Senior Vice President VaynerMedia
“Work is life; your passion should eventually become your profession to achieve true fulfillment.” – James Orsini, President at The Sasha Group
I tried looking for images of Claude on her website…and I think it speaks to how focused she is on holding space for others, because I couldn’t find a single full sized image of her to use. I googled. Writing this piece has opened me up to evaluate my own values and the way I connect with people in my daily life. From this piece it is my own hope that entrepreneurs come to the understanding that although tenacity and true grit are really important, the whole of what Claude represents is something to strive towards and to truly impact an entire organization the “soft” skills are humongous strengths.
“Holding space for others is something I enjoy, it is where I feel I am most living in my purpose. Gary and I see people as hearts, we don’t see people as resources.” – Claude Silver.