“I’ve spent my entire 31-year career in advertising agencies or working in marketing on the client side,” says Goodman Marketing founder and president Carolyn Goodman. “I was always interested in graphic design, but I was never very good at it (in the 1960s, you really needed to have drawing or illustration skills), and my favorite TV show was always ‘Bewitched.’ I always thought Darren Stevens had a fabulous life, from entertaining clients to writing copy to directing television commercials. (I had no idea he represented multiple functions within an agency.)”
As you can tell, Goodman is a natural storyteller. Case in point: Her responses to this questionnaire were easily four times longer than necessary—and hard to whittle down. Maybe that’s why she’s such a successful marketer. After all, weaving a compelling tale is the best way to captivate an audience.
Born in England and raised in Canada, Goodman now resides in San Anselmo with her husband and three sons. “Add our male Golden Retriever to the mix, and we have a busy, noisy, household of men who are still learning how to put down the toilet seat lid,” she jokes. An avid boxer-for-exercise, I bet she keeps ’em in line.
How long have you been in business?
I went out on my own in early November 2002. I’m a sole proprietor but have surrounded myself with great creative and business colleagues. My art director collaborator, Leah Prahm, and I started working together at another agency and she was my first “go-to” when I put out my shingle.
What do you love to do outside of work?
Over the years, I’ve spent a lot of my free time poolside, watching our eldest swim and play water polo. Now that he’s in college, we watch our twins swim competitively and play soccer. I’ve always loved to hike (especially in the open space around San Anselmo), and we also ski regularly; I also make a lame attempt at tennis and golf. I’m a Scrabble addict and play online whenever possible.
What controversial subject do you relish debating?
The role of social media in the marketing mix. Brands are spending so much energy trying to insert themselves into every human interaction and conversation, it’s become ridiculous. I used to laugh when I saw a brand advertising on the wall of a bathroom. Now, I feel like I’m being stalked when I’m having casual conversations on Facebook.
What song would be absolute torture to have to sit through over and over again?
“It’s a Small World After All.” While my family was visiting Disneyland, I refused to go on that ride. I finally agreed, but I had to cover my ears just to block it out. Even as I write this, I can hear it playing over and over and over again in my head…AAAGGGHHH!
Who was your favorite teacher? What lesson did he or she leave you with?
One day in eighth grade, Mr. Lindal was walking between the rows of students watching them try to solve the math problems on the blackboard. “Attention, class!” he exclaimed. “Look at Carolyn’s workbook. While she didn’t get the answer right to question nine, her workbook is very tidy and clean, so I can clearly see where she made a mistake. She won’t get an ‘A,’ but she will get a ‘B,’ because neatness counts.” I live and breathe by that message to this day.
What’s the funniest commercial you’ve ever seen?
A fairly large man sitting in front of a campfire looks at the camera and states, “No one ever had a bad time with Kraft Marshmallows. If you did, call me.” He pauses, then reaches behind the log he’s sitting on and pulls out a telephone with the cord clearly cut. “See? It’s not ringing.” I saw that spot when I was 10 years old and thought it was hilarious. It still makes me laugh when I think about it.
When was the last time you pushed yourself to your physical limits?
A year ago, I felt I needed more exercise, so I signed up for a “Boxing for Fitness” class at College of Marin. When the class ended for the summer, I approached the instructor (Ed Greene) to see if he was teaching elsewhere. I discovered he’d built a boxing ring and training “gym” inside the Marin City community center. Over time, we’ve developed punching sequences that involve dips and movement around the ring.
Boxing, by definition, focuses on reactive power and muscular endurance, anaerobic and aerobic endurance. It gets your heart pumping and your brain synapses zapping, as foot and hand speed, reactive power and hand-eye coordination are all part of the challenge. I’m addicted.
