Episode Transcript

This transcript was AI generated.

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Unknown

You're listening to a Day One FM show.

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Claire

I am really passionate about usingtechnology to help improve human experience. And that might be throughentertainment, as it has been in my career in creative and advertising or inutility as it is with Gether to help solve mental load. I'm really passionateabout helping women create for the best lives that thrive in all areas of theirlife with technology.

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Claire

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Carrie

Claire Waring is a powerhouse in creativeleadership. With over 25 years of experience spanning Australia, Europe andAsia. Claire's expertise lies in blending creativity with innovation. She'sconstantly pushing the boundaries of technology to deliver impactful andforward thinking ideas. An award winning leader and judge at prestigious awardslike Kahn's lines and the ethics, she's led diverse teams across multiplelocations, growing talent and fostering a culture of creativity and technologyas a speaker and an advocate for women in the workforce.

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Carrie

She's emphasising the importance ofdiversity and inclusion in creative industries. And as the co-founder ofgether, Claire's leverage her expertise to develop an AI powered app that helpsparents manage family schedules and reduce mental loads. Today, we'll dive intoClaire's journey and the incredible work that she's doing to push creativeboundaries.

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Carrie

Welcome, Claire.

I really wanted to ask you first. How doeshow does your business help? Who does it help? Who are you making the mostimpactful?

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Claire

Gether is all about lifting family mentalload for busy parents. And it's there to help all parents. But primarily, it reallyhelps women both ease and share mental load with their partners so that theycan thrive in all areas of life so that they can thrive in a career and intheir family, and ultimately,

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Claire

for us, so that we both help close thegender gap, because mental load is one of the really key areas or key pieces ofthe puzzle.

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Claire

In closing the gender gap,

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Claire

also so that we can help women fulfil theirambitions because many women are forced through mental load to choose betweentheir career and their family. I know I was at times throughout my career, andthe thing about that is that we now have technology and the ability to helplift and share that mental load, and so that's really what the business is allabout.

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Carrie

Amazing. Claire and I know that you've beeninvolved in lots of initiatives to support women and promote that genderequality and equity. Could you share a bit more about the importance of that,particularly, I think, in the creative industries where I think you've firstcut your teeth, right. Like, that's that's another industry.

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Claire

yeah it is. So my background is in designand in advertising. So I was always on the digital and innovation side ofadvertising. But that is an industry that is very famous or infamous for nothaving many women at a leadership level. And as I sort of, I guess, grew mycareer through that industry, what I noticed was that women really fall off acliff in terms of senior leadership.

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Claire

When they start to have kids, that's whenyou know that is not exclusive to advertising. That is across. So manyindustries. But that's really that's really where it happens. Women, as I said,are forced to make that choice between family and career because it justbecomes too much. And in the creative industry, that is particularly truebecause what we do is think for a living.

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Claire

So if you think of something like mentalload, it takes up a certain amount of headspace. And as humans, we only have somuch headspace, we can only contain so much before we get to that feeling ofoverwhelming, before it starts impacting on things like our headspace and ourability to operate at work. And so what I found is for people in creativeindustries like advertising and women in particular, that having clearheadspace being able to walk into an office and be able to sit down and reallyfocus on and do the best work, possible, comes down to having a clear mind anda clear head when you do that.

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Claire

And so I observe that across my career, Iexperienced it personally, and I'm really passionate about helping women getthat clear headspace so that they can thrive at work.

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Carrie

it does take that village to get thingsgoing. That's the mental side of things. And making sure that I'm personallywell to be able to do my job. But I think you've also spoken a lot about thebroader economic, opportunity.

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Carrie

Right. You know, if we allow everyone to dothis, it will allow women to actually participate in the workforce. What'sthat? What's that opportunity?

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Claire

Absolutely. They look at.

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Claire

It. Mental load isn't just about women. Sothere is enabling equal participation in the workforce is actually worth 12trillion in global GDP. So it is both an economic opportunity and challenge aswell as a personal one. And it's thank you for bringing it up because peoplethink of mental load as just an issue, just an issue for a personal issue inthe home.

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Claire

But actually it really impacts both at,global economic scale but also at an Australian economic scale. So theAustralian government, identified that closing that gender gap when it comes toworkforce participation could add 30.7 billion to the economy by 2050. It is ahuge, huge amount. So this is both personal, it is personal and it is domestic,but it is also a global economic opportunity for us to to dive in and helpsolve it.

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Carrie

You know, with people like you, with thecommunity at Mums & Co, we're absolutely here to solve it and, tackle thissort of. It is an opportunity, right? If we get more people participating. Morepeople able to either run their own businesses, start their own, you know,adventures or work part time, whatever they want to do.

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Carrie

It's very much about, you know, enablingthem to participate.

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Claire

And we have the technology available to dothis now. So in in years gone by like if I think I have a 14 and a 17 year oldnow. And so I've been on this mum journey for quite some time. It's frighteningwhere that time has gone. But the changes that I've seen in technology and theability for women to have both a a career or a business and a family life hasjust grown, I think, exponentially, even in the amount of time that I've hadchildren.

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Claire

I mean, back when I started in, my oldestson was born, there was no such thing as work from home. You were either in theoffice or you were simply not present and not working and not being able tocontribute in any way. Those flexible work arrangements and the notion that youdon't have to be in your chair at a desk 24 seven in order to deliver and tothrive at work, is relatively new.

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Claire

And I think I made that presents a greatdeal of hope for us, because nobody and this is women and men included, nobodywants to be away from their children. 24 seven most of us don't want to be withour children, 24 seven are that. But but we don't want to be removed from them.And I think that there is this wonderful opportunity that we have, thanks totechnology for a work life blend.

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Claire

That means you can participate in theworkforce in a manner and in a way that works for you and your family.Previously, there was really only one way or maybe two ways that that I couldsay there was part time work or there was full time work. And the sacrificesthat full time work, required for you with a family were so great that manywomen just stepped back for a period of time in their career, and I certainlyone

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Carrie

I you know, that leads really nicely, Iguess, to what are some of the biggest barriers facing,

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Carrie

women entrepreneurs at the moment? And ifyou could actually change anything about the world of small business andentrepreneurship for women, what would that be?

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Claire

The biggest thing is funding for women,really, that that's what it comes down to. I think being able to access fundingand whether that is at a large scale, at a VC scale or whether it's angels oreven access to, to loans women typically get, I think is less than 3% offunding for business in Australia. So for women entrepreneurs and in fact, Ithink it's far less than 3% this year, unfortunately, that access to capitaland funding, so that they can grow their businesses so that they can cancontinue to run their businesses is really important.

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Claire

That would definitely be the number onething.

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Carrie

I think we met initially at SunriseFestival, and you were, you know, pitching. Pitching, competition there. Soquite active on the pitching sort of space. And we just wanted to kind ofunderstand how you found that pitching experience. Yes. And, you know, becausethere's been a couple of programs as well that I think you've been a part of.

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Carrie

Please share a little bit more about that.

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Claire

I come from a background in advertising andmarketing. As I said, I've always been a, creative director and executivecreative director, and part of that role is pitching. So when you're increative industries, being able to sell your work into a client to make greatwork is really important. So when I come to, I guess, entrepreneurial space,the Start-Up space, that pitching is something that I have a background in.

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Claire

So, you know, financial projections andother things.

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Claire

Not so.

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Claire

Much. Definitely not my strong suit, butwhen it comes to pitching and selling an idea, that's something that I havebeen doing throughout my career. And it's something that that came quitenaturally different in the world of business and entrepreneurship. But thefundamentals and the principles are the same of, you know, understanding thebrain, being able to really clearly communicate and effectively sell in thevision that you have and the steps that you're going to take to get to thatvision are really key skill for entrepreneurs.

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Claire

And so for us as we went through a coupleof programs. So, the first program that we were in, was Black Knit Giants,which was a brilliant free program for very early stage ideas or build stageand still run it. I would recommend that to anybody. So through Black theGiants, we were encouraged to create a pitch deck.

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Claire

So that's, you know, sort of 10 to 12slides that really pitch your business to, to investors. And we were encouragedto practice pitching that. And so that was our, our first step, I guess, intopitching. I then went on to, pitch at start my night, you know, sort of pitchpanels to, to practice and to get feedback from judges and win prizes along theway.

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Claire

And then sunrise, which we met at lastyear, was another, pitch competition that was running that we, threw a hat inthe ring. We didn't think that we were we didn't think that we were going to govery well and that, in fact, funnily enough, the night before, before I metyou, we'd been through this mentor and he had to submit a pitch deck, which wegot through that round.

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Claire

You then had to go through a round ofmentoring, and they were going to announce who was going to make the pitchfinals to be on stage the next day. And we went through that mentoring myco-founder. My sister and I looked at each other and just went, oh, that wasterrible. There is no way we're making it through.

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Claire

And so we went off and had a lovely eveningwith quite a few glasses of wine before finding out at 9 p.m. the night beforethat, we had made it to the final, and that we needed to be on stage the nextday, and that we were only allowed three slides and no speaking notes, and avery strict I think it was three minutes, or maybe it was five minutes policyfor this pitch.

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Claire

So it was this huge scramble because wedidn't have anything that was only three slides, and we certainly went prep forthe time frame that we were given this huge scramble to get it together. Butwe, we managed to do that and got on stage the next day and won that pitchcompetition, which was our first funding for the business.

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Claire

So, pitching is really valuable when itcomes to getting investors, but also new clients for your business on board.And, and that certainly served us well from those early sunrise days, rightthrough to going through the Techstars program, which is the most recent onethat we we completed the Techstars accelerator.

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Carrie

Wow. And you know what? There's. We do alot of. We're very passionate about helping women articulate the their pitch,right? Because you are literally pitching every single day as a micro businessowner, as a sole trader and the founder. You know, everyone could be apotential customer. Everyone could be a potential friend of a customer or, acollaborator or a supplier or a future employee.

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Carrie

You just are constantly pitching. So, thankyou for sharing,

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Carrie

with such enthusiasm. That experience.Because whilst you are putting yourself potentially out there, that's part of

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Carrie

the opportunities and you've mentionedmentoring and you've mentioned potential funding, but just visibility like itdoes give you a stage for when you don't have a lot of marketing funds to getgoing.

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Claire

And it leads to really great connections.Right? I think that's the thing for us being brave enough to go out there andget on stage, I can't tell you how many connections, really valuableconnections I've made through that pitching process that that never would havehappened. So I would encourage I mean, most people are terrified of getting onstage and pitching and and it is intimidating.

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Claire

I mean, I've been doing it for 20 plusyears and I am still intimidated by I still get that moment, where I stand onstage and take a deep breath and have a quiet panic. Before

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Carrie

Because you can if I can. Yeah. Because youcare so much to, you know, to make it. Make it land or make it impactful or getyour message across. Yes. Sorry. Yeah.

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Claire

but it's so true.

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Claire

It's important and it's important toeverybody. Because I think when you have, especially when you have your ownbusiness, it's such an important part of you. And usually the problem solving,the people that you're helping, you feel very passionately about that. And soit becomes, I think, entwined in your identity as well, to be able to go outthere and, and make a success of landing that message.

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Claire

And that takes practice. So no matter how experiencingyou are in pitching, that that practice makes perfect is is absolutely true.

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Carrie

All right. Now. And you also mentioned oneother little piece of information which was you co-founded. Gather with yourwith a family member.

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Carrie

any tips in terms of how do you how do youwork together? Do you have any sort of guardrails that you set in place?

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Carrie

How do you find working with a co-founder,family member?

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Claire

yeah. Look, it's tricky, but I.

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Claire

Think all co-founder relationships aretricky in some way because it's two people working really closely together. Ithink, when you, related, you know, each other on, on such a personal level,and you also know that that other person has your best interests at heart atthe end of the day. And I think that has been a really beautiful thing.

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Claire

When we were going through the Techstarsprogram, actually, one mentor said to us, being sisters might just be yoursuperpower. And we sort of love

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Carrie

That's great. Context. And, you know, tohave those conversations upfront and ongoing. It it literally is like a, youknow, and I'm sorry, I'm just reflecting on my own journey. Having having builttwo Start-Ups and I did it solo, and I think that now I would always say reallyspend some time trying to find that co-founder.

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Carrie

That you can go along the journey withbecause there are so many ups and downs and, you know, all the complimentaryskill sets, etc. but you do need to have that sort of open lines ofcommunication. And you are close like you, you will have this relationship nomatter what happens after the the business, you know, the business willprobably have its life.

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Carrie

And then but you will always have yoursister.

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Claire

exactly.

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Carrie

You led beautifully into my next question.As someone who has actually been through the ups and downs of starting abusiness is in, you know, probably, the the growth stage at the moment with,with gether, which is super exciting. What's that one piece of advice that youwish you had received about, prioritisation or harmonising your life andbusiness early on?

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Claire

Yeah. Look, this is a piece of advice that.

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Claire

I have already had that I already knew. ButI think that I, perhaps shouldn't emphasise it or take it as seriously I could,and that is that it's a marathon, not a sprint. I think that's that's reallyimportant when it comes to business and to building your own business, becauseit takes time to build your own business.

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Claire

And I think that there at times with that,we've gone really fast and we've worked really, really hard on it for, for thepast two years. But it is it is an exhausting thing. And I think becausebecause there are no formal holidays when it comes to entrepreneurship, youknow, there's not the four weeks a year and there's not, you know, there's notthose formal structures in place.

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Claire

It's really easy to be all about thebusiness all the time. And if you want to stay in it, if you want to be in itfor the long haul, you do have to take breaks and you do have to, have to paceit like a marathon, I think. And I think I have never found the perfect balancewithout, in fact, that balance.

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Claire

What is always terrible or even the perfectblend with that. But it it in my experience so far, it really is a marathon,not a sprint.

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Carrie

I wonder, I wonder if those first twoschool holiday periods. You just have to align with that sometimes, right?Sometimes that is a reminder to say, okay, you need to take this time to pauseand to reset and re-energize. Be there for the family because, you know, that'sactually one of the as much as you've got flexibility, you actually also needto take that flexibility.

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Carrie

Right?

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Claire

a really great way of making sure that youdo take a break from the business because you

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Carrie

Yeah.

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Carrie

Absolutely. Okay. I want to take us backtogether a little bit because,

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Carrie

I want to make sure that all our amazinglisteners who many are mums or dads or working parents, to dive into what does,you know, what is giver actually doing on a day to day basis? How does it howdoes it work? How does this app work and how is it going to.

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Carrie

Because I've done a little quiz, in termsof the the mental load, I've calculated my mental load. Yeah. So tell us alittle bit more about that.

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Claire

So again, that is.

00:21:44:13 - 00:22:05:09

Claire

An AI enabled piece of technology. It's anAI powered app that helps sort auto schedule, share and remind families ofevents and tasks in order to ease mental load. So it's a little bit like havinga personal assistant for everything family, women's, and between like 6 to 10hours a week. Just managing family. Like, that's not even the hands on stuff.

00:22:05:10 - 00:22:28:07

Claire

It's just the organising and the planningand all of those things take time and together it's really designed to takecare of those things for you. So how it works is I, forward like an email.Let's just say I have a party invitation for my son. I can for the email, or Ican take a photo of a crumpled up paper invitation, send it together, and itwill pull out the dates.

00:22:28:11 - 00:22:44:14

Claire

It will schedule those dates onto thecalendar for you. It will schedule an RSVP reminder to RSVP to the party, andit will also schedule a birthday party present reminder because we we can'tshow up to a party without a present. I don't know about you, but many times Ihave, come very close to forgetting about the present.

00:22:44:14 - 00:23:19:09

Claire

So. So gather is designed to do all ofthose things for you, and then also remind you of those things as they'recoming up. So for us with families, one of the one of the most stressfulmoments of being a mum is when you drop the ball and we all do it. We allinevitably forget something, you know, we forget the Easter parade or we forgetthe library bag every third that you know, the stuff that slips through thecracks and whether it's designed to help stop that happening by sending you adaily SMS that tells you to really simple things one any events that are ontomorrow and to any task that have to

00:23:19:09 - 00:23:38:15

Claire

be completed, like a permission form orsomething that might be due. And that just means that by distilling all of thenoise around everything you have to do into here, the only things that you needto worry about tomorrow, we take away some of the onus on parents to remember,and we also make it visible for both parents.

00:23:38:17 - 00:23:56:20

Claire

And so one of the things with mental loadand easing that mental load for women is making it visible and getting it outof their head first and making it visible to others. And so when partners aresigned up together, they get the same smear. So it's also visible to them thatyou need to remember the library bag tomorrow, or that you have x y and z gtomorrow.

00:23:56:22 - 00:24:01:09

Claire

And that's the first step in really, trulysharing the load.

00:24:01:13 - 00:24:04:13

Carrie

So it's an app to

00:24:05:12 - 00:24:06:10

Carrie

help

00:24:06:21 - 00:24:34:07

Carrie

have harmonious, beautiful marriages.Because you don't have to remind your partner. Did you do that? Did you forgetthat? Who's doing that? What are we doing here? Yeah. No, no, it's I can I cansee it literally is. You know who wouldn't the amount of times. And this islike on a, on a daily basis all the, all the school after school activities,like you said, the,

00:24:34:07 - 00:24:39:21

Carrie

the dress up days, you know, it's, it'swhere orange day or it's, the book.

00:24:39:21 - 00:24:49:05

Carrie

Book. Oh my gosh, the book book week.Outfits. But I think it's a lot.

00:24:49:05 - 00:24:53:05

Claire

has a gold coin just floating around athome these days? I mean, yeah, it's crazy.

00:24:53:05 - 00:25:15:09

Carrie

That's amazing. And I think it wouldreally, you know, create a lot of, you know, avoid miscommunication and sort ofthat those horrible moments where I remember back in kindergarten and I wasactually, pre-school and, we rocked up and it was it was photo day, right. Butwe just happened to grab whatever was available that day.

00:25:15:09 - 00:25:25:02

Carrie

So it wasn't really that photo outfit thatyou want from your kindergarten school photos. So then it's like a trip backhome and come back to, you know,

00:25:25:02 - 00:25:28:14

Carrie

yeah, it's it's a it must be a lifesaver.

00:25:28:14 - 00:25:45:07

Claire

Everywhere and and look, I forget thingsall that. All the time too. You know, the amount that we have to hold andremember is impossible for any one person. Which is why these things that dateacross. I mean, I forgot about my son's high school interview. I had a bigpitch on at work at the time, and it had been scheduled.

00:25:45:07 - 00:26:01:08

Claire

It was a zoom interview living overseas atthe time, and I got this phone call saying, this is wearing. Are you going tojoin the, high school interview? The principal is on the line waiting for you.And I did that thing of like, oh, of course I am. Yes. We're just having a fewtechnical problems and grabbed my son and shoved him in.

00:26:01:13 - 00:26:08:15

Claire

He had no idea what was going on, shoutingin front of a zoom call and it all worked out. I mean, he's a great kid. Wemade it through. But

00:26:23:14 - 00:26:43:18

Carrie

It is. And then that. That is, In themoment. But it actually does, like you say, have that following effect. You'retrying to minimise those moments like it's going to happen, but you really wantto try and as might, might minimise it. Is it is it more important than ever totackle this problem for carers? Now?

00:26:44:17 - 00:26:48:00

Carrie

You know, I'm just again, I'm thinkingabout the plethora of

00:26:48:14 - 00:26:51:05

Carrie

comms that we get,

00:26:51:05 - 00:26:55:19

Carrie

on a daily basis. Like we're bombarded withmessages all the time.

00:26:55:19 - 00:27:13:09

Claire

And the other problem is that they comefrom so many channels. So once upon a time, you might have gotten a lot ofnotes home from school, but it was all paper notes that were crumpled up in akid's bag. It wasn't whatsapps emails, Facebook groups. You know, the threedifferent apps that you required to have to log in for school.

00:27:13:09 - 00:27:27:22

Claire

I think it is both the volume ofcommunication, but it is also the number of different channels that mean thatwhen we have to go back and search for something, we don't even know whichchannel it's in, whether it was that an email, was that a WhatsApp partyinvitation? Was that it? You know, and

00:27:28:03 - 00:27:30:17

Carrie

Retrieving it.

00:27:30:17 - 00:27:31:23

Claire

it's insane.

00:27:31:23 - 00:27:52:18

Claire

And so while technology has enabled thisincredible communication that we have available to us, it's also meant that weare now bombarded and overwhelmed by that communication. And so for us, usingtechnology is the only way to help tackle some of that. So part of us pullingall of these into one central hub is that you don't have to go looking for it.

00:27:52:20 - 00:27:59:10

Claire

And, you know, and finding it in variouschannels, you can pull it from any channel and have it in one central place.

00:27:59:13 - 00:28:21:04

Carrie

So you've probably been helping a lot ofpeople manage their home and work, harmonisation and their balance by offeringthis sort of help when they need it the most. Is is there anything else interms of your business journey that's taught you? You know what? What is thebusiness taught you so far, or has it actually influenced your own life?

00:28:21:07 - 00:28:21:15

Claire

I'm much.

More organised than I.

Used to be.

00:30:34:03 - 00:30:37:20

Carrie

Amazing. And we're so glad that you havedone exactly that.

00:30:39:01 - 00:30:41:01

Carrie

Last question is,

turning to managing the needs of,

both the business and life at home as a mumof two. Do you have any systems or processes or hacks in place that you'd behappy to share and I'm fairly sure you're going to mention one app.

00:30:58:03 - 00:31:00:11

Claire

get it off. So it has made.

00:31:00:11 - 00:31:09:18

Claire

A real difference. I not only have mypartner on it so that he can see everything that's going on, but I now thatI've got teenagers, I also have them on it so they can see what's going on too.So I'm trying to

00:32:50:22 - 00:33:10:09

Carrie

That is a brilliant tip. Thank you so muchfor sharing that. I'm going to implement it in our house. And I think wesubconsciously have done it. Because you're right. You know, my husband doesall the soccer. And when you were talking, I was actually thinking of the theRACI model, the, you know, responsible, accountable consult and inform.

00:33:10:11 - 00:33:24:07

Carrie

And I was like, yes, make make himresponsible and accountable for that. And you just get consulted every now andthen. Or you might just be informed that there's a there's a match on this day,etc. I love it. Love it. Great to.

00:33:24:07 - 00:33:24:15

Claire

man the.

00:33:24:15 - 00:33:34:11

Claire

Other day who, She is a CMO. Incredible.And she runs a family whip every week. Is she. Is she God of laughter? She's.She's like,

00:33:35:18 - 00:33:42:01

Claire

she was slightly embarrassed when she wastelling me she shouldn't be at all, but she actually has a whip sheet that theyrun through every week.

00:33:42:01 - 00:34:00:18

Claire

And she said it has made such a differencebecause she she said, well, we're really successful. My, my partner and I inour careers. And what do you do when you are running a business or when you arerunning a creative studio? You actually have a whip, and that's how everybodyknows what's going on. And you keep up with what's happening and you catchthings.

00:34:00:18 - 00:34:27:03

Claire

And so she said, every week on a Sunday, werun. I am a wip for the household. Now, I have not quite gotten to that levelyet, but I think that notion of treating the home like an organisation is areally interesting one, and that is something that we've been very big on inget. We believe that the organisation of a home can actually borrow from theway that we organise work, in order to make sure that it functions properly.

00:34:27:03 - 00:34:46:20

Claire

So if you think about it, you know, a CSOhas sales force, a CFO has SAP. We have these tools for really important peopleto be able to run a business effectively. So if you are this, imagine yourselfas the CEO of your home. We believe that the CEO of the home needs tools tohelp them with administration, organisation, and that together.

00:34:47:02 - 00:34:52:22

Carrie

Make sense to me. Claire. Thank you so muchfor joining us today on Mumbition The podcast.

00:34:52:22 - 00:34:53:17

Claire

been an absolute pleasure.

00:34:53:17 - 00:35:11:00

Claire

And look, thank you for the work that youdo with Mums & Co and Mumbition podcast every day in both inspiring andhelping women because I think women have so much to offer the world that if wecan come together, and help each other, if we can rise together, that is thatis a beautiful thing. That is a way forward.

00:35:11:00 - 00:35:11:22

Claire

So I think you Carrie.

00:35:12:08 - 00:35:17:18

Carrie

It's our pleasure. That's a team effort,and we've got lots of work to do. So glad that you're beside us on thisjourney.

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