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Sandy Dedeian was born into a family of entrepreneurs, and if owning a business was ever meant to be for someone, it’s her. 

She’s never worked under or for anyone else, except for her family’s company. There, she started and then ran their marketing department alone. I know; my mind exploded too when I found that out! 🤯 Sandy’s made an impressive career by being a serial entrepreneur, showing that when you’re motivated and passionate enough, you can absolutely do it on your own. 

And for the sake of foreshadowing, it was Sandy figuring out marketing at her family’s company that led her to start Rectified and doing that same thing for her current clients! 

Working without a boss is far from taking the easy way out, and the learning is never done. Sandy continuously builds her education, hires coaches and freelancers, and works on herself to show up and build a sustainable business.

With all of the hats that come by owning your own business, Sandy has loads of helpful advice like hiring out whenever you can so you have more time to do the many other things on your list. (Just wait, more golden nugget tips are coming below!) 

As Sandy highlights in this interview, entrepreneurship is hard. You have to motivate yourself and keep plugging away even when the money ebbs and flows. It can be intimidating and consuming, but Sandy’s story shows that if your business is based on something you’re passionate about, then you’ll do whatever it takes to make it succeed.

Maybe we all have some entrepreneurial energy within us. We just have to find what we’re passionate about and motivated by to take that leap. Either way, it’s lucky for us that people like Sandy exist who are taking it step by step and sharing what they find along the way.


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What do you love most about being an entrepreneur?

Sandy: Let’s not glorify entrepreneurship because that’s what we see everywhere. People are on Instagram, social media, and YouTube saying, oh, look at my Range Rover, look at my Gucci purse. I made seven figures, and I had overnight success. 

But that’s not what happens. Maybe they’re one in a million or something, but I’m surrounded by small business owners, and I was born into a family of entrepreneurs. And it’s not as glamorous as it seems. There’s a lot of hard work behind it.

You don’t become an entrepreneur. You are born like that. You like to take risks. You like to create stuff, do things, and be the one person who does everything. 

Being an entrepreneur is so unstable, especially in the beginning. Once you are known, there’s a steady flow of income, but that takes years. It’s a roller coaster of emotions. One day you have money; one day, you don’t. In a full-time job, you’re getting this amount of money every two weeks, and you can plan accordingly. 

Entrepreneurship is not like that. Even after 10 years, I know people who own their own companies, and they were very successful. And then, for example, COVID started, and they had to restart all over again and go back to instability.

 So you have to be able to cope with all of that.

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How did you continually grow and thrive in the business world without ever working under someone or for a company?

Sandy: Well, I did work under someone because it was our family business, but I was on my own. There was no marketing; it was a very traditional kind of business. So I started the marketing department. 

So I was entrepreneurial within the organization, but I started growing, and in the end, before leaving, I was doing almost everything marketing-related.

But the actual starting from scratch happened after 2015 when I moved to Canada and started an MBA. 

I always have a willingness to do more and learn from others. I’m also trying to surround myself with like-minded people and learn from them.  Even now, I’m thinking about getting a coach in sales because I know I’m missing something there, like a sales coach or a life coach. There’s always something that I want to do and learn more about.

So if you own your own company and you don’t have anyone who’s telling you what to do, there are always workshops, or you could take a course or get a certification. But all of these things, you have to do them by yourself, and you have to always push yourself to be a better business owner and leader.

With entrepreneurship, you have to push yourself. And it’s difficult. There are times where I say, oh, I don’t feel like it. I don’t want to do this. But most of the time, you have to push yourself and say, okay, I need to do this.

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Has it been a challenge figuring things out without a boss or coworkers?

Sandy: Yeah. It’s always a challenge, even after all these years. And the biggest challenge is not having someone to help, so it’s all your responsibility. You don’t have that person you can talk to. You have to make all of the decisions, and it’s a challenge. 

Another challenge is to keep things going. If I’m planning for 2022 and my goal is on growth, I have to keep thinking about the different ways it can grow. 

And then there’s a component where you’re always in your own head. What if I do this and it doesn’t work out? What if nobody buys it? What if nobody signs up? And you have to overcome all that negative stuff. 

And then be really reasonable about the choices you’re making. It’s a process, but you start to get the gist of it.

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Why did you eventually start your company Rectified?

Sandy: From 2004 to 2015, I worked at my family’s business. Then I moved to Canada, where I did a one-year intensive MBA. And after that, I wanted to do something on my own. 

I’m so passionate about fashion it’s my thing. So I ventured into fashion and made so many mistakes. I didn’t do anything I knew. I was so excited about my product and designs that I put them out there without planning or proper marketing. 

On a personal level, I was going through many things with my family that contributed to everything. And then I moved on.

After that, I hadn’t planned for it, but I rectified as a marketing agency and consultancy firm. My cousin owns a company in London, and she asked me to help her with marketing and social media because she knows what I do. And then I started telling people, oh, I’m thinking about doing this full-time.

It was so appealing to have many products to work with, different companies which require different types of help and services. It’s something that I’m excited about because I can implement all of my ideas on all these different companies with different types of products and services. 

So I started talking about it, and then eventually some friends referred other friends, and it started just like that. It wasn’t really a plan to have a marketing agency; it just happened.

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What’s your favorite form of marketing to plan and engage in?

Sandy: I don’t have a favorite. I feel I’m a big picture kind of person.  Because I come from an academic background, I’m very strategic. My mind goes from point A to B to C. So I always give a strategy to my clients. I like to understand their business goals and transform that into marketing goals. 

And from there, I give them an overview of everything they need to get started. I do content creation and content strategy—the technical stuff.

Email marketing is a must. We have to do it, but I’m not a big fan. I love doing stuff on social media, the strategy part, identifying your ideal clients and your target market, and all the background stuff that people don’t see.

What marketing practices make the biggest difference for a business to maintain steady growth and should be considered nonnegotiables? 

Sandy: It depends if you’re product or service-based. If you’re a B2C or B2B. There’s a different strategy for every company or product, and you have to choose what’s right for your business. 

If you’re a B2B, then word of mouth is very big along with LinkedIn. For example, Pinterest can be B2B, but it’s more B2C. TikTok is more B2C. 

So choose the platforms that are right for you and do the maximum you can there just to keep reminding people that, “Hey, I’m here. I do this, I do that.” Don’t disappear. Nowadays, it’s a different world. You have to be there all the time.

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In your professional opinion, how do businesses typically fall short in marketing themselves or their product?

Sandy: I try to teach small and medium businesses this concept. Let’s say you want to buy a t-shirt. Why would you buy a t-shirt from the small store and not buy it from that big chain where you don’t have to pay shipping, and it’s very cheap? Well, it’s because you know the owner of this small local e-commerce store, and you relate to their story because you see how they work. 

People buy from people. And if you’re a small business, people need to know who you are. You can’t go on social media and just post pictures of your products. They need to know your story.

They need to know who you are. If you just put the picture of that product, they will compare you to the big corporation and the big fashion chain. And I always tell them, show your faces, tell them who you are. And they just don’t do it. 

For example, a small local company here in Quebec, Canada, and I follow them because I find them super interesting. It’s a mother, a father, and two daughters. They all work there. And they have a lot of employees who work there with them. They have a factory, stores, and an online store.

You feel like you know them from Instagram. 

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They show you how they make the stickers, their testing, and their struggles. “We did this, and this worked.” And then people are waiting for that product to launch. And their customers buy it before it’s even in the stores. They just go online they buy it the minute it’s launched because the customers follow the story

And then they go to their stores, they see the product, and buy it again. 

I love what they do. They’re real. They’re people like us, so you relate to them. And then you buy their candle, which may or may not be more expensive than one at another store. 

I feel this is a weak point for small businesses, and they try to avoid it. But it’s crucial. 

What are some simple and easy ways a business can start implementing today to get out of a growth rut?

Sandy: We need to understand that you can’t do something now and get results two hours later. That’s very important. So I always talk about this, and it’s what I experienced in my business. 

Let’s say I tell you to post daily on Instagram. If I post now on Instagram, I’m not going to get a client two hours later. I have to be consistent. I have to give it time. I have to show up every day for like two months, maybe.  Maybe even three months until somebody decides to buy something. 

It’s the same if you want to put money on it. If I tell you to put ads on Pinterest or Facebook, it’s not going to work. It may give you some sales, but you won’t get results until a few months later. These platforms need to learn about your ideal customers based on who interacts with your content.

And the more content you produce, the more the platform learns who your clients are so it can show your ads to the right people. It’s the only way you’ll get the right return. 

So whatever you do, be consistent and don’t skip social media because nowadays, that’s the medium. 

We used to have TV and radio ads, but now you can’t sit in your office and wait for clients to come or put a website out there and then wait for people to find it. You have to do social media and be consistent by showing up every day and then waiting.

The only thing you own is your website and your email list. And with what happened recently with Facebook and Instagram, everybody started talking about email again. They got a wake-up call and no matter what you do, try to build that email list because it’s very important. 

Many of customers will eventually buy from you if you have an email list because they know you and already like your product. So that’s another very important part.

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What are some tips you can give someone who’s starting a business and is overwhelmed by all of the hats they’re required to wear?

Sandy: That is something we all struggle with. Like when you start, you don’t have money to hire people. But at some point, you need to hire someone. And you can always have people help you. 

I learned to delegate the hard way. Even if you don’t have full-time employees, you can always find someone who can help you on a project basis, like a freelancer or a student. 

Just try to give some small tasks to other people. And then use all the extra time to focus on your company’s growth. 

I used to say  I don’t have money to hire a graphic designer because I could barely live. But there are so many freelancers out there. You can find them and pay them not a lot of money, and the return will be there. 

For example, I have a podcast, and I used to record, edit, and then put them out there. And they weren’t that great, so I learned from that. And now I have someone who edits my podcasts, and I have someone who works on everything SEO-related. 

They optimize the podcast, SEO and transform the transcript into a blog post. So all I have to do is record.

And then those four or five hours, I do something else that is more important than editing my podcast. And it doesn’t cost much. They’re young people who just want to get experience.

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From a business perspective, what made you decide to use Tailwind?

Sandy: Tailwind is part of my team. Yes, it’s a tool, but I consider the app a part of my team because it does so many things and makes my life easier, especially with Pinterest. You can schedule some stuff on Pinterest, but it’s not the same. Like you just put everything on Tailwind, and it does all the work for you. It’s a major time saver.

What’s your favorite Tailwind feature and why?

Sandy: I love Tailwind Create. It’s a cool thing that doesn’t exist elsewhere. 

Tailwind was mainly known for Pinterest at the beginning. And now, there are a lot of apps adding Pinterest scheduling to their features, but no one else has Create. 

You truly don’t have Tailwind Create anywhere else until now. If you do not have a graphic designer, just use Create for your posts, that’s why Tailwind is a part of my team.

I also love SmartLoops. It’s so convenient to just program stuff, and then it gets published. It’s especially helpful with seasonal stuff, like for Christmas or Halloween. 

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What’s your next business venture?

Sandy: In 2021, I started a membership where I teach about Pinterest marketing to small business owners, bloggers, and e-commerce businesses. I had a beta launch, and I’m going to relaunch the membership. 

Throughout the year, I’m going to focus on growing that side of my business, and I hope to develop the learning side.

Where you can find Sandy and Rectified Inc

Interested in hiring this innovative genius and learning more about her? I know I am. 🤓 

You can read more about her story on her website and book her services for social media, email marketing, and Pinterest

She also hosts The Rectified Podcast, where she shares inspiring entrepreneur stories and marketing tips and tricks!

And don’t forget to follow her on Instagram, FacebookTwitter, and LinkedIn

Psst! This Pin was made in seconds with Tailwind Create. Try it for yourself

Sandy made a career out of entrepreneurship without ever working under someone else! Read her story and learn how to thrive while creating your own path.

Lauren Noble

Lauren Noble is a Content Marketer at Tailwind who has been published on Scary Mommy! Lauren owns her own self-love and worthiness coaching business, Noble Guidance, and lives in Oklahoma City with her two daughters, Madelyn and Roz, and their cuddly cat Theo Moon.

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