Q&A: Arielle Scott, The Force Behind GenJuice
How do you encourage other millenials to use innovation and technology to their advantage?
The most empowering thing people can do is say I can do it. I tell them to think about plan A and don’t create a plan B. Most millenials already know about the tools. Social media was built for us, so we understand it. We know how to build products, so why aren’t you using it? In doing it myself, I am showing that it is possible to run a start-up. All you have to do is press go.
You’ve stated on your website that you specialize in building products or campaigns that bring young adults and the brands that love them closer together. Can you provide an example of that?
The Cash Flow Company is a non-profit organization that provides grants to urban and minority entrepreneurs. We [GenJuice] helped that organization get connected with these young people. We held seminars to get black, young entrepreneurs out to the Cash Flow Company.
It really depends on the brand and the talent. We integrated the City Solver Urban Inventors into the first tour. We would let them host these mini-races and scavenger hunts and invite the young people to participate in them.
How are you able to remain relevant in a constantly evolving business world?
I’m against the concept of trend chasing. A mentor advised us to move mobile and to the tablet because it is popular now. We were chasing a trend. We were doing it just because mobile and tablet is what was relevant at that time.
We are staying very close to the people that matter, the 20-somethings. They will dictate every path that we take rather than trend surfing. Trends happen for a reason and things become popular for a reason. As long as we keep our pulse on what is going to happen, we’ll stay relevant. Know your customers, know your trends, and intersect between them.