Q&A

I started TBH Creative at age 25 and entrepreneurship just happened to me.

Running a business wasn’t something I dreamed of as a kid, and I didn’t come from a family of entrepreneurs. It’s funny to think that I’ve been running this business since finishing my master’s degree. I wanted more control over my future. This type of work has always lit me up, so it felt like the perfect time to give it a go.

At the start, I did any project that came my way. One of my first freelance gigs was creating a website and application for the medical company my mom worked for. I also created a website and logo as a trade for my wedding dress.

There are definitely pros and cons to owning a business, but for me, the best part is switching gears, learning new things, and solving different problems every day.

Over the years, the variety has been exciting. Learning about new clients and industries brings me so much joy. I couldn’t imagine doing the same thing every day or being told what to do, and I know I’m lucky to be in a position where I can say that I truly love what I do.

One of the toughest challenges has been the people part. Everyone is different, and understanding what motivates each individual can be complex. TBH Creative’s first few employees had similar work styles, but as our team grew, I quickly learned that what drives one person may not work for another. Finding that balance and adapting our processes to fit various motivations has been an ongoing learning experience.

Another challenge I continue to work on is learning to avoid taking things personally, especially when building long-term partnerships. When customers need to move on, it can feel like starting over, and I have to remind myself not to take it to heart. I focus on delivering great work and maintaining growth in every circumstance.

I’ve also found that maintaining the status quo can be tempting, so I always remind myself that there’s always room for improvement. Over the last twenty years, business titans that once “ruled them all”—like Blockbuster—have faltered by not adapting. The rules always evolve in marketing as new tools and technologies emerge, so staying curious and committed to gaining knowledge is essential. My background in learning software has helped me embrace change, and I’m grateful for the opportunities it offers.

Brian Kavicky, my business coach since 2016, has given me the confidence to reframe my thinking. He often asks me, “Why not?” as a reminder that I shouldn’t overthink what I want and just say what I’m thinking. That’s stuck with me and made a difference.

One of my earliest mentors was Sharon Martin, my boss at Purdue’s Alumni Association. She was such a great leader, and I didn’t realize how lucky I was then. She was always sharing her ideas and being real. It wasn’t until I had other jobs that I knew I wanted to lead the same way—openly, authentically, and supportively.

More recently, I’ve been influenced by my coach, Chad Johnson, and the other entrepreneurial peers in my Strategic Coach program cohort. They emphasize positive reflection, which has been a game-changer for me as an entrepreneur. It’s been invaluable to take time and look back at what we’ve accomplished before diving into what’s next.

When I was a kid, my friends and family would call me “Tate,” “Tater,” or “Tater Tot,” and those nicknames have stuck.

My husband started to refer to me as “Rhino” when I launched TBH Creative. He’d leave me little notes that read, “Go get ‘em, Rhino!” as a reminder to charge ahead, stay tough, and keep moving forward no matter what.

Once, a client called me a crockpot because the marketing initiatives were “taking too long.” They weren’t wrong; I still believe that slow-and-steady can win the race, but it has since taught me an important lesson: While some work can take time to prove results, it’s essential to incorporate quick wins to marketing plans too.

What stands out the most is celebrating wins, even small ones. I like to start each team meeting with check-ins and positive reflection so that everyone has a chance to share something they’re most proud of—personal or professional. All in all, treating others like people and being helpful is how our team operates.

It’s important to me to be part of something helping others through TBH Creative and my personal life.

Here at TBH Creative, giving back has been a part of who we are and what we do since day one. Over the years, we’ve helped 23 nonprofit organizations by donating our time, expertise, and services. Seeing these pro bono projects come together—and how our work makes a difference!—brings me so much joy. Our whole team gets excited to support charities and organizations doing meaningful work.

Generally speaking, I credit achieving success and happiness in my career to these four things:

1. Believing in myself, yet being humble
2. Doing the work
3. Persisting
4. Building relationships

For anyone looking to pursue entrepreneurship, I’d emphasize the importance of positive reflection and protecting your confidence. It’s easy to get caught up in the grind, but celebrating your wins helps maintain your confidence and drive. Take the time to acknowledge your achievements and keep that momentum going.

I’m enjoying the ride.

My priority for TBH Creative has always been—and will continue to be—growing with a focus on quality over quantity.