What if the most important business introduction of your life happened in a middle seat at 30,000 feet?

In this episode, Carrie Waible, founder of CW and Co., shares a career that reads like a map of New York City's most iconic moments. Star-studded galas, Nobu's 20th anniversary, Donna Summer and John Legend at the Beacon Theater, Robert De Niro's charity events, and a 20-year client relationship that started with a phone call she almost said no to.

None of it would have happened without a stranger on a plane named Stan Heath, a first boss named Tony who saw something in her before she did, and a client named Thomas who told a 26-year-old she should start her own company. She did. Twenty years later she is still at it and still evolving.

[00:04:00] What She Does and Who She Serves

Runs CW and Co., a full service marketing and production company
Started in 2004 producing nonprofit galas and celebrity events in New York
Has worked with some clients for 10 to 20 years

[00:05:00] From Events to Full Service Marketing

Was churning out 12 major events a year with a team burning out
A dear team member said she didn't want this to be her life
Started shifting toward full service marketing and content production

[00:07:30] The Client Who Gave Her the Best Advice

An old client named Charlie took her to lunch when she first started out
He told her: keep putting yourself in front of people and do a good job
He also said at 26: lean into your PR talents; that's what will carry you
She didn't fully hear it until years later when the pivot became necessary

[00:10:30] What Inspires Her: People

Gets her energy entirely from people; not one cup of coffee a day
Feels most present when directing videos, producing events, or in the field
If she is connecting with people and doing meaningful work, she feels amazing

[00:11:30] Client Impact: Nobu and a Charter School Network

Helped Nobu transition from a 190-seat Tribeca restaurant to a global brand without losing its heart
Helped nonprofits raise what adds up to billions of dollars over the years
Spoke at a charter school career day; a student asked what inspires her; she said: you do

[00:19:00] The Relationship That Started Everything: Stan Heath

Was flying to New York to visit friends after graduating college
Got into conversation with a stranger named Stan Heath in the middle seat
He said PR was her fit; his ex-business partner Tony was hiring
Stan faxed her resume; she had a meeting that same weekend

[00:21:30] Tony: The First Boss Who Changed Her Life

Tony offered her the job after watching her work a fashion industry event
He needed to see how she moved before making the offer
New York clicked immediately; she has never left
That first job eventually led her back to PR and to starting her own company

[00:23:00] Thomas: The Client Who Told Her to Start Her Own Business

A former client told her: anywhere you go, people will just ask for Carrie Waible anyway
Within weeks he offered her a live event six weeks from his nonprofit's biggest fundraiser
She started the company at 26 to take on that first event
That night on the event floor confirmed she had found where she belonged

[00:25:30] Cathy: The Referral That Led to Robert De Niro

A past client named Cathy called to pass on a piece of business she couldn't take
She was stern: my reputation is on the line too; I need to know you're ready
The event was a star-studded benefit at the Beacon Theater with Donna Summer and John Legend
The after party was at Nobu; that relationship kept growing for five to six years

[00:28:30] Raven: The 20-Year Client Relationship

Her first VP at her first New York job called when Carrie started her agency
Asked her to do PR for the New York Boat Show; Carrie almost said no
That one job opened the door to recreational boating, now one of her biggest business streams
The National Marine Manufacturers Association has been a client for 20 years

[00:31:30] Venice 2021: The Trip That Cracked Everything Open

Was invited to manage VIPs and heads of state at a humanitarian event in Venice
Went alone with only a local assistant; no team, no safety net
Realized she didn't need a multimillion-dollar agency; she needed to love the work every day
From that moment she began more fully embodying her gifts and what she really wanted

[00:34:30] Final Word: Just Connect

People find relationship building daunting; just extend a smile, a word, a handshake
Trust your gut about who feels right; the spidey sense gets sharper over time
Those small connections build into things you could never have imagined

KEY QUOTES

"Keep putting yourself in front of people and do a good job, because no one ever wants to change who they're working with if they don't have to." - Charlie, as shared by Carrie Waible

"I get my energy from people. Not one cup of coffee." - Carrie Waible

"You have nothing to lose. Those things build and build into something that you just could never imagine." - Carrie Waible

CONNECT WITH CARRIE WAIBLE

Website: https://www.cwandco.com

LinkedIn: https://www.linkedin.com/in/carrie-waible-658b972

Thanks for tuning in!

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