Getting older was a big factor. I reached a moment in which I said to myself, “if not now, when?” – Susanne Norwitz
Susanne Norwitz had an entrepreneurial streak since childhood, along with a “lifelong” interest in cosmetics, and a family connection to the Maya culture. (Her father, a doctor, traveled to Guatemala to perform cleft lip palate surgery there, and her stepchildren were both born in Guatemala.) But she spent 20 years in corporate, first as a speechwriter for Mayor Rudolph Giuliani in New York City and eventually supervising that department, then earning a Master’s degree at Harvard University Kennedy School of Government and finally holding several communications-related roles at Fortune 100 companies. However, prompted by turning 40, Norwitz put together all her personal interests and changed careers from communications to cosmetics, launching Maya Chia in December 2014:
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Caroline Ceniza-Levine: Why change careers now? Did you always want to be an entrepreneur?
Susanne Norwitz: It was a graduated step back and then finally I decided to pursue [Maya Chia] full-time. Getting older was a big factor. I reached a moment in which I said to myself, “if not now, when?” I wanted to capitalize on the full base of my strengths and didn’t think my career, as it was, took full advantage of my creativity and vision.
Looking back on things, yes, I always wanted to be my own boss and realize my own creative vision. I remember dreaming of launching my own business and businessy-type things when I was very little. Put it this way, when other girls had their barbies in wedding dresses my Barbie was in a Hillary Clinton-type of pantsuit with a little briefcase.
Ceniza-Levine: How long did it take to make the change?
Norwitz: It took about three years to summon the courage to make the full transition. You might not want to throw your hands up and send in the pink slip one day, as that would cause you too much stress and perhaps render you less effective. Or alternatively, you might decide to pick up and say sayonara, I've had enough. For most people, I'd say try to pursue this change on the side -- and don't be lazy - if this is your passion - do what you can to make it happen, while you are still earning a paycheck. Work any and all extra jobs, find out what part of the business you love by process of elimination, but work, work, work. The key here is if you love/are passionate about what you do it won't feel like work.
Ceniza-Levine: What were the biggest obstacles in making the change (e.g., lack of time if you continued with your previous career, lack of money/ capital, lack of confidence, naysayers)?
Norwitz: All of the above were challenges. Entrepreneurship isn’t for the faint of heart. You have to reach the point where you don’t give a rip about what people say or will say; you have to be resolute in the courage of your convictions. I also had it in mind for years that I wanted to break out on my own – and therefore have saved prudently for the time I could untether the yoke from the 9-to-5 gig.
Ceniza-Levine: What was most helpful as you were transitioning?
Norwitz: I was turning 40 and the mantra kept cycling through my head -- “If not now, when”. Also, an influential philosophy of mine is that you can have the slickest marketing the world’s ever seen, but if your product sucks, you’re done. You have to have the highest quality, most outstanding products – and it helps if there’s an inherent differentiator in your brand.
Ceniza-Levine: Did you get any special certifications or other training? Did you enroll in any small business programs or incubators or get a coach?
Norwitz: I’m sure many of those programs are very helpful for people. But for me, after visiting a local entrepreneurship program and talking with a very regimented advisor, I felt as if his rules and ideas of going about things weren’t nimble enough. And were kind of binding. There were a number of other mentors [old classmates, friends, fiancé], though, that have been extraordinarily helpful in navigating the ups-and-downs of the business.
Ceniza-Levine: What skills, habits, or knowledge from your previous career helped you?
Norwitz: My creativity as a speechwriter and writer has certainly helped me in branding the product and building an emotional connection with the audience. Also, my diligence as a self-starter has come in very handy.
Ceniza-Levine: What skills, habits, or knowledge from your previous career weren’t helpful or that you needed to unlearn?
Norwitz: I always thought it would be awesome not to have to play office politics and deal with many and varied personalities at the workplace. But the truth is I miss the camaraderie that comes from working with people day-in, day-out. So learning to be on my own. When I get too crazy, I haul myself over to my local Barnes & Noble and plant myself at their café and work from there. I’ve befriended a lot of people at my local café – I’m like the Norm of my local café.
Ceniza-Levine: What do you know now that you wished you knew when you started the business? What advice would you have for other professionals who might have established careers on making the leap into a new business?
Norwitz: Ask for help. People, for the most part, want to help – but you’ve got to ask for the help. Too often, women don’t do that. They try to carry the burden solely on their shoulders. Or they’re afraid to admit they don’t know something for fear that people will make judgments. You need to ask for what you want, and take the lead.
My favorite takeaways?
Seize the moment
Norwitz repeats the mantra, “If not now, when?” multiple times in our interview. She made her mid-life crisis productive, using it as a prompt to go after longtime interests. What have you always been meaning to do? How can you incorporate more of that ‘if not now, when’ philosophy into your timetable?
Use what you know
Norwitz tapped natural, longtime interests – business, cosmetics, the Maya connection – to make her career change. So while the venture is something new, she’s incorporating elements already familiar to her. What can you incorporate from your current career, education, hobbies or personal qualities? Pay attention to what comes naturally and see if that gives you concrete ideas for a big career move.
Big moves don't have to mean big risks
While Norwitz ultimately left one career for another, it was a “graduated step back” over three years and after stockpiling savings. Norwitz also sought out a local business program and tapped her existing network for mentorship. Do you assume big career moves require big steps and big risks? Like Norwitz, you can make gradual moves and surround yourself with help.
In the coming weeks, I’ll be profiling more career pivots. Follow my leadership column on Forbes to catch the next ones, and take advantage of SixFigureStart® free toolkits on Negotiation, Networking, and Personal Branding, including a free download for entrepreneurs.
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