May 19, 2020

What should you look for in a mentor?

Indra Nooyi
Mark Zuckerberg
Bizclik Editor
7 min
What should you look for in a mentor?


Perspective, fresh ideas, hindsight and experience are just a few things young business owners crave. But perspective comes with relativity, fresh ideas come from taking a step back, hindsight is born out of retrospect and experience comes from getting your hands dirty; all things that come with time.

Young business owners normally don’t have a wealth of experience to draw from or past examples to reference, but seasoned entrepreneurs and business leaders do. They have made mistakes and have learnt from them, they have had to make difficult tradeoffs to ensure the survival of their company, they’ve faced challenges and set backs but most importantly, they’ve overcome them.

Just like teachers impart their wisdom and help their students flourish, mentors can provide their protégés with invaluable guidance. Having someone to offer inspiration when all your creative juices have been drained, someone to question your thought process and someone to bounce ideas off can mean the difference between a great concept and a fruitful business. 

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PepsiCo CEO, Indra Nooyi once famously said, “I am a product of great mentors, great coaching,” and she is certainly not the only influential figure to credit her success, in part, to the coaching she received during her formative business years. “If I hadn’t had mentors, I wouldn’t be here today,” she says. “Coaches or mentors are very important. They could be anyone - your husband, other family members, or your boss.”

Facebook founder and CEO Mark Zuckerberg also speaks publically about his mentors and the positive influence they’ve had on him and his company. Don Graham (CEO of The Washington Post), Sean Parker (one of Facebook’s early employees and it’s first president) and the late Steve Jobs have all, at some point, offered advice, listened to theories or imparted knowledge which Zuckerberg applied when building his social media empire. When Jobs passed, Zuckerberg posted on his Facebook page, “Steve, thank you for being a mentor and a friend. Thanks for showing that what you build can change the world.”

And Zuckerberg is not the only Facebook executive who advocates business tutors. COO and author of Lean In, Sheryl Sandberg frequently speaks about her mentor Larry Summers, who she met during her junior year at Harvard. Quick to acknowledge the value of Summers’ mentorship, Sandberg advises others to select their mentors carefully in order to gain the most from the connection. “Don’t ask anyone to be your mentor,” she says, rather focus on engendering more productive relationships specific to you needs and problems. Her insistence on taking the time to build a valuable relationship is a nod to the significance and worth she places on good mentorship.

But you don’t have to be an executive at a multi-national corporation to have a mentor, and that person certainly doesn’t have to be Steve Jobs. As Nooyi says, your mentor could be your partner, a close friend, a business associate or colleague. So what should you look for in a mentor (or mentors – you don’t need to limit yourself to one) and how do you know when to heed their advice?


It might sound obvious, but when it comes to choosing a mentor, compatibility is very important. It’s not just about asking the most successful person possible for advice; its about finding someone who you can relate to and learn from. Before you search for a mentor you need to understand some important things about yourself – how do you like to receive criticism? How frequently would you want to meet and discuss ideas? What level of advice are you expecting? Understanding these points will help you find a good match.  


It’s easy to fall into a trap of thinking that your mentor needs to have a background in the same industry, however an outside perspective can often be extremely beneficial. An expert from a different industry is likely to come up with alternative solutions and ideas that you (and your competition) may not have considered. A different perspective can be crucial, particularly when it comes to branding your product for varying audiences, coming up with fresh ideas and approaching a problem from a different angle. When you live and breath your product it can be hard to see the wood for the trees – a mentor with an outside view can help you with this.    


Any mentor you have must believe in you and your product. Passion is not an option, but a prerequisite. As Caroline Ghosn, founder of The Levo League says, its important to “find someone who has a passion for you personally or for the problem you’re solving, and who is willing to give you advice that doesn’t always benefit them.”


Consistency is vital for any business. Your branding, core message, leadership and quality must remain consistent and so too must the communication between you and your mentor. Before you open up to someone about your business, establish a few ground rules. How often will your mentor be able to meet you? How often will they be able to share ideas and offer input? A good mentor needs to have the time to talk and interact - if they’re too busy it defeats the purpose and can leave you feeling deflated. Before you share your business and ideas with a potential coach, make sure they are dedicated to helping you succeed; they need to be mentally present and not preoccupied and they need to commit an agreed amount of time to you and your project.


You don’t have to agree on everything and you can have different opinions – in fact its important that you do have differing approaches to the same problems, that’s the whole point, but your end goal needs to be the same. It’s no good having a mentor whose sole focus is profitability if your objective is one of social enterprise or visa versa. If your core values are misaligned they could end up doing more damage than good. 


It may be tempting to work with the person who, on paper, has the most relevant experience and credentials in your field, but in truth you will gain more from the mentor you trust the most. Find someone who is willing to tell you the things that you don’t want to hear, who will be your harshest critic when necessary and who will give you an open and honest opinion. Sheryl Sandberg is an advocate for asking people both senior and junior to you for specific advice to solve a problem. This will engender much more productive relationships compares to a simplistic, general plea for mentoring. Your greatest mentor could end up being your partner, a parent or a close friend for exactly this reason.


The Internet has made it possible for anybody to seek business advice, but your mentor should be able to offer you something deeper than general pointers in the right direction. “I’ve found it incredibly valuable to have mentors who do more than just advise on strategy, but who are willing to share specifics from their own business. Being able to go behind-the-scenes on winning or losing campaigns is something that you just can’t get without that personal relationship,” says Laura Roeder, founder of LKR. A good mentor won’t just scratch the surface of a problem or offer all-encompassing strategic advice, they will dig deeper, uncover the nitty-gritty and offer specifics. 


In order to succeed in business you need to surround yourself with positivity. Make sure your tutor is forward thinking, proactive and encouraging – listening to a negative and downbeat mentor could be the worst business decision you ever make.


Take a risk and bring a visionary into your ranks; someone who thinks outside the box, who is willing to push boundaries and who will challenge the status quo. Find a mentor who sees the world from a different angle and who can articulate their vision properly. This bold perspective could catalyze the growth of your business.


When all is said and done, you cannot underestimate the value of experience. Ultimately it all boils down to what was discussed at the beginning of the article – with experience comes perspective, and ability to make educated decisions and draw from past scenarios. Experienced business leaders will be able to give you on-point advice; experience takes the guess work out of success and that can only be a good thing. 

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Jun 13, 2021

Marketing matters: from IBM to Kyndryl

Kate Birch
5 min
Former CMO for IBM Americas Maria Bartolome Winans was recently named CMO for Kyndryl. Maria talks about her new role and her leadership style

Former Chief Marketing Officer for IBM Americas, and an IBM veteran of more than 25 years, Maria Bartolome Winans was recently named CMO for Kyndryl.

Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.

With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.

You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?

I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.

We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.

What experiences have helped prepare you for this new opportunity?

I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.

The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.

How would you describe your leadership style?

I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.

I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.

What’s the best leadership advice you’ve received?

When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.

What does success look like to you?

I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.

What advice would you give to your younger self just starting out in the industry?

I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.

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