WellesleyWeston Magazine

SPRING 2015

Launched in 2005, WellesleyWeston Magazine is a quarterly publication tailored to Wellesley and Weston residents and edited to enrich the experience of living in two of Massachusetts' most desirable communities.

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"the solutions were often at the intersection of ideas" books W e l l e s l e y W e s t o n M a g a z i n e | s p r i n g 2 0 1 5 188 brands. Among her current clients is a California maker of enterprise collaboration software. "We created a whole new archetype system around 'What is your work style? How do you think? Are you an ideator, a connector, an action-based person?'" As for herself, "I'm a pollinator," Henderson says. "There are people who bring new ideas out of nothingness. I'm a person who draws con- nections." And in researching The Digital Marketer, she had to draw a lot of them. "That was what was so fun about writing it and, frankly, exhaust- ing, because we realized we had to make some sense out of all of this," Henderson says. The fun part was the brainstorming. Weber "throws the ball and I catch it and throw it back. The exhausting part is that afterward we'd have ten more ideas to explore." And that's not to mention the avalanche of suggestions they received from their respective networks of business contacts. No wonder the book ran 150 pages longer than planned. * * * Weber captures today's digital world with an anecdote about watching television with his daughter. With one eye on The Voice, she's also doing homework on her laptop, while occasionally shopping online at LuLu*s. The fashion website includes a Facebook app so customers can show friends what they're thinking of buying. As Weber's daughter weighed her choices, Lulu*s texted her cell phone with an offer of three of the dresses for the price of two. "Companies are working on knowing you better so that they can offer in digital environments the products you want, at the time you want them, at the price you want to pay," Weber says. That anecdote also reflects how the authors' kids have helped them remain abreast of the latest developments in the digital world. They each have two children who are in their 20s, as well as a teenager. "We've kind of grown up with these ideas as we've grown up with them," Henderson says. "God help us when our kids are all grown, and we have to figure out more sources to stay relevant." Shandwick. Responsible for overseeing 12,000 employees, he missed hands-on consulting. In 2004, he founded Racepoint Global, one of the first digital marketing companies. Its staff of 200 is spread over offices in the United States, Europe, and Asia. Weber employs skills he honed studying literature as he analyzes complex companies and helps them tell their stories. Even Shakespeare comes in handy. "There are certain CEOs who are more Hamlet and others more Macbeth or Lear," Weber says. During the early days of the personal computer – when many still thought software was a department at Filene's – he showed his flair for making the abstract concrete. He worked with Mitch Kapor, founder of Lotus Development Corp., which pioneered business applications. "We talked about how software was going to make your life easier," Weber says. "You won't have to have a general ledger anymore; you don't have to have erasers and pencils and rulers." A fellow Midwesterner, Henderson was raised in downtown Chicago. She credits her mother, an artist, with nurturing the creativity that she applies to problem solving. She credits her father – a minister whose church straddled wealthy and poor neighborhoods – with showing her how to be a social entrepreneur. She observed him tack- ling poverty by promoting health care, education, legal aid, and hous- ing. She came to share his vision "that the solutions were often at the intersection of ideas." When she applied to Wharton, Henderson says, "I drew this picture of myself as five intersecting diagrams." But during her interview at the renowned Pennsylvania business school, she was told, "you've got to become one." She ended up going to the Tuck School at Dartmouth. After graduating, she went on to promote microfinance in the Philippines and mentor entrepreneurial leaders in Africa. As to the latter continent, she followed in the tradition of a great grandfather, who was a doctor and missionary in what was then the Belgian Congo. Henderson, who has lived in Wellesley for 20 years, now works with the consulting group thinkOrbit. As the name suggests, the group advises companies on how to pull people into an orbit around their

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