Have you ever met one of those people who has energy which is totally contagious? Well, Wendy Coulter of Hummingbird Creative Group is one of those individuals. Not only does she have a good kind of energy that lifts up those around her, but Wendy is never afraid to try something new, truly adopting the philosophy conveyed in Wayne Gretzky’s quote that “You miss 100% of the shots you don’t take.” I was honored to serve as the Director of Public Policy when Wendy was President of the Greater Raleigh chapter for the National Association of Women Business Owners, learning so much from how she interacted with each of us as BOD members along with each chapter member. Plus, the partnership that Wendy has with her husband in addition to how she empowers her team members as well as her daughter are inspiring. Enjoy this peek inside the mind and heart of this absolute rock star!

About Wendy Coulter

As CEO of Hummingbird, a brand strategy agency founded in 1995, Wendy Coulter is committed to providing clients insightful BIG IDEAS, intuitive innovation and inspired creative solutions. With over 30 years of sales, marcom, and branding experience, Wendy’s passion is to help clients more effectively communicate the positioning of their business, differentiate their brand and grow revenue. She has grown Hummingbird by helping clients shift brand equity from the business owner to the business entity, strengthening the company's promise, presence and profitability over time. As a champion of Women Business Owners, Wendy also founded the NC Women Business Owners Hall of Fame in 2018 to honor North Carolina’s most successful female entrepreneurs and advocates who have made significant and enduring contributions to impact women’s entrepreneurial development in North Carolina. She can be reached at 919-854-9100 ext. 301 or by email to wendy@hummingbird-creative.com.

First Friday Female Founder Feature:

Wendy Coulter

How would you describe your company and the products / services you offer?

Hummingbird Creative Group helps build business value through clear communication of brand differentiation. We work primarily with leaders of biotech, manufacturing/distribution, healthcare, non-profits and B2B service businesses to define brand strategy, develop sustainable branding campaigns and implement sales enablement programs. We can serve as a fully outsourced marketing department or work on a project basis to fulfill client needs. The Hummingbird team is committed to providing clients insightful BIG IDEAS, intuitive innovation and inspired creative. Our passion is to strengthen each client company's promise, presence and profitability over time.

Why did you start your company?

In the early 1990s, after I graduated from the College of Design at N.C. State University with degrees in Architecture and Industrial Design and a minor in Communications, I entered the workforce for a bit, working for a very small non-profit. In my job, I was able to explore some projects related to product design, but I also jumped into marketing, graphic design and public relations activities to help build the organization’s support and fundraising because that was a bigger need. I learned so much in my role, including creating a consistent identity for the organization, developing graphics and promotional tools, promoting our events, placing PSAs and enticing the media to cover the organization in an effort to get the word out about what we were doing in the local community. It was very rewarding for a while, and I loved the small team I was working with each day. However, as time went on, I learned my most important HR lessons that would follow me throughout my life - to respect everyone around me, to show gratitude for my team and to ensure my employees always get paid for their work. I recall sitting in staff meetings where my boss announced our performance for the week on a scale from A to F, as if we were in grade school, which destroyed everyone’s morale and certainly created unnecessary conflict and competition. In less than a year in the role, when it became a regular practice to call the bank to make sure sufficient funds were available to cover my paycheck, I was the first team member to make the decision to move on. Within two weeks, the entire team had left the organization. With no job, in the early Fall of 1995, I walked into the Cary Chamber of Commerce Expo and signed on my first 3 clients. Acknowledging my ability to sell, which I learned through working in my family’s business as a child, I was excited to found my new company, Hummingbird. With a desire to escape the grind of a 9 to 5 and show respect to everyone I work with and for, I was able to put my own ideas to work, creatively solving problems for small businesses through graphic design, marketing and PR services.

What has been the most rewarding part of your journey in founding this company?

The most rewarding part of my journey is the relationships I have formed with so many amazing people along the way. I did not really realize what that would mean as a young business owner, but, today, I have so many people who I can reach out to if I need help with anything! I can count on colleagues, mentors and friends in Cary Chamber of Commerce, NAWBO - Greater Raleigh, NC Executive Roundtable, Defense Alliance of NC, Enterprising Women and the NC Women Business Owners Hall of Fame, among so many other great organizations I’ve been a part of. Not to mention, amazing team members and vendor partners who have helped Hummingbird become a successful, sustainable business!

Wendy being installed as Chair for the Cary Chamber of Commerce

About what are you most proud?

I am so proud to be able to give back to my community that has lifted me, my family and my business up in so many ways over the last 30+ years. I am certainly lucky to be in Cary, NC, the most awesome place in the USA to live, start a business, raise smart children, enjoy local breweries (one of my favorite pastimes) and so much more. My company’s success has enabled me to be able to spend time volunteering and serving in leadership roles that impact my community every day, which is very rewarding to me!

Are you naturally organized, was it a skill you learned or is it something with which you regularly struggle, and what tips or tools do you use to stay your most organized?

I am one of those people who were blessed with artistic tendencies along with a love of STEM so structure and organization come fairly naturally when needed. As a marketing professional, organization is so much more important than most people might realize. In order to succeed, good organization must be at the heart of the agency. Whether managing constant deadlines, developing strategy, managing financials or planning media placements, spreadsheets and project management tools are our closest friends! I think the toughest thing we encounter in our world is the excessive number of different tools and styles our customers have for organizing information. We have to be agile and learn how to adapt to these differences in order to work well with each client. Spreadsheets are still probably our best tool to keep things organized, and being able to build spreadsheets that can tie to graphs and charts to more graphically present the information helps make both parts of my brain happy.

Who’s the one person who changed your life and why?

My husband, James, has been a part of my life for over 30 years so he has really helped form who I am. He truly has balanced me, reminding me every day of what is important in life and what I need to let go. He reminds me that we are here for only a limited amount of time and we have to make the most of every moment. James and I are a team in everything we do in life. When we had Callie, he took on childcare and everything at home so I could run the business and have time with my family when I’m not at work. James changed my life by being my rock, and it’s been a fabulous journey to take with him.

Wendy on vacation with her husband James and daughter Callie

What words of wisdom would you have for someone who is overwhelmed with staying organized and / or productive?

Eat the elephants one bite at a time. When we’re overwhelmed, we tend to freeze up, which it totally counterproductive.

Do you use technology to help stay productive or organized? If so, what’s your favorite program, app or tech tool?

Absolutely! I use the Google Suite for my calendar, meetings and email, and I LOVE Asana for project management as well as Everhour for timekeeping. I have all these same programs both on my desktop and as phone apps for staying up to date on the go.

How do you feel about work / life efficiency or integration in your life, including any tips or challenges for managing the personal and professional commitments in your life?

I really take things as they come and tackle them. I am a fan of doing hard things first, and, most recently I am learning to better delegate the things I am not supposed to be doing as the agency owner. My work and life are very integrated, and the biggest challenge I have with that is being present in each moment. I have a lot going on, which is so fun to me. Many people ask me how I do it, and I say I just don’t think about it too much or it would overwhelm me. Passion drives me and keeps me focused to achieve as much as I can each day to make a difference.

Wendy with fellow BOD members for the NC Women Business Owners Hall of Fame

About what causes are you most passionate?

Above all else, I am a champion for women business owners! In 2018, as President-Elect of the Greater Raleigh chapter for the National Association of Women Business Owners, I created a program called the NC Women Business Owners Hall of Fame. In 2021, the program spun out of the organization, and I formed a separate non-profit organization to make sure the stories of the amazing women in our state who have impacted women’s entrepreneurship in an enduring way are told and their voices are amplified. Today, we have a Board of Directors and continue to celebrate the legacy of these trailblazers through our annual awards gala, amazing videos that capture their stories, leadership and educational events along with much more.

Beyond that, I am currently the Chair of the Cary Chamber of Commerce, where my business took flight. I also serve on the Board of Directors of an organization called Insightful Visionaries, which has a mission to empower all persons with disabilities, and I serve on the Advisory Board for Enterprising Women, which distributes an award I received in 2020 and where I help promote the Enterprising Women Foundation, a fund fueling programming and mentorship for young, underserved women in STEM-focused programs. Plus, I serve on the Council as a Certified Partner of the Defense Alliance of NC, an organization that strengthens NC’s defense industry by connecting it to the state’s business and academic communities

What have you found to be the most effective way to relax after a long day or super long week?

Well, most people would not think of this as relaxing, but I love to wind down just spending time with my daughter, Callie, wherever she is being the savage girl she is. That usually means sitting outside at a skatepark, watching her learn new scooter tricks or prepare for her next competition. I also have a few podcasts I’ll turn on if I need a break, and I’m binge watching some series with the family, like Mandalorian, Riverdale and Sweet Tooth

What is your favorite author / book?

The Little Engine That Could is really the story of my life and success in business!

What is your favorite inspirational quote?

“Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time.” Thomas Edison

Wendy speaking at an induction gala for the NC Women Business Owners Hall of Fame

What is your go-to accessory?

SHOES - I own way too many!

What are the fundamentals of your beauty routine?

I’m so basic. I use a Neutrogena cleansing cloth at the beginning and end of each day. I have a very simple makeup kit - tinted BB cream with sunblock, eyeliner and shadow, blush and my signature lavender matte lipstick. That’s it, which takes about 15 minutes each day.

What is your favorite food?

Shrimp.

Wendy thriving by supporting one of her many clients

Of the locally-owned and -operated establishments in the place you currently live, which are your top 3 favorites and why?

Bond Brothers Beer Company made such an impact when they opened their first location in Cary, on the forefront of a movement to turn the town into more of a hospitality and entertainment type of destination. They offer such a friendly, fun environment along with great craft brews and awesome food trucks. I love their O’Rascals Irish Extra Stout!

BRAVO’S Mexican Grill is located directly across the street from my office so it is convenient and offers fresh food with great margaritas. They always say “See you tomorrow” as you leave - love the marketing spin on that!

Swagger Boutique - Mandy Becker and I got to know each other years ago while working with Capital City Club’s Young Executives on Big Bad Ball, a fundraiser for Hospice of Wake County (now Transitions Life Care). She has done an amazing job with a super fun retail concept that never disappoints.

What is your favorite place that you have visited?

Two come to mind:

Most Fun - South Beach Miami - James and I have made some amazing memories there, including dancing on speakers taller than us, watching Capoeira as the sun came up, the best steak I have ever eaten in my life, “touring” every hotel lobby and pool on the beach along with colossal shrimp cocktail.

Most Interesting - Brussels, Belgium - In 2020, Hummingbird awarded a $25,000 marketing package as a celebration of 25 years in business to the Bid for the NC World University Games. We developed a brand platform, website and collateral materials to bid to bring this amazing sporting event to our state. In 2022, I had the opportunity to travel to Europe for the first time in my life to Brussels in Belgium for the bid pitch with the WUG team. It was fascinating to take in the history and culture of a European city. My only regret is not knowing Paris was only a one-hour train ride away… next time!

What movie could you watch on endless loop?

Taken still keeps me on the edge of my seat no matter how many times I see it, and I love Liam Neeson.

Wendy with the NC World University Games team in Brussels

If you could have one superpower, what would it be?

Well, since I am the Hummingbird, I want the ability to fly like a bird!

What advice would you give your 21-year-old self?

I would tell my 21-year-old self a few things:

1. Stay fearless.

2. People are judging, but it really means nothing.

3. Relationships are gold!

If you could have lunch with anyone (living or deceased), who would it be and why?

My daughter, Callie, because she means the world to me, and every second I get with her is fun and fabulous! She is my biggest fan and the person in the world I want to have the biggest and most positive impact on.

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