We had the good fortune of connecting with Denitresse Ferrell and we’ve shared our conversation below.

Hi Denitresse, can you walk us through the thought-process of starting your business?
My business began with a feeling of being unfulfilled, despite my success in corporate America. Despite rising in the ranks with Fortune 100 organizations, I spent years feeling like I wasn’t reaching my true potential and attempting to navigate spaces that were not designef for my success. Initially, I didn’t set out to start a business; my aim was to find a more inspiring career path — but as I contemplated my next steps, I realized coaching was where my passion lay. The prospect of making a meaningful impact, leveraging my diverse background and skills, and aligning with my purpose led me to take the leap into entrepreneurship.

Undoubtedly, starting a business came with its share of fears and risks. Rather than letting those fears paralyze me, I chose to confront them head-on. I did a deep dive into the risks involved and devised strategies to mitigate them, ensuring I had a safety net while kick-starting my company. This involved setting aside an 18-month launch timeframe and securing part-time coaching contracts for steady income while building my business on the side. It was a calculated decision aimed at pursuing a life that resonated with my values and allowed me to live authentically.

As my business evolved, so did my vision. I realized the profound need for creating spaces where individuals could thrive authentically within organizations. This realization prompted a shift from coaching to consulting, as I aimed to help organizations foster cultures that celebrated diversity and authenticity. Ultimately, my decision to start my company, Culture Refinery, was rooted in a desire to live a purpose-driven life and empower others to do the same. It was about designing a career that not only fulfilled me but also contributed positively to the world by unleashing the full potential of individuals and organizations alike.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
In my business, I’m driven by a mission to unleash the collective genius of marginalized talent worldwide and partner with organizations dedicated to fostering inclusive, safe, and competent workplaces. My focus lies in two key areas: empowering individuals through professional development and coaching, and transforming organizations by creating psychologically safe, equitable, and inclusive spaces. What sets us apart is our holistic approach. We don’t just tackle diversity, equity, and inclusion in isolation; we integrate it with leadership development, team building, and cultural transformation.

Our programs are designed for real-world impact. We prioritize sustainability, ensuring that the learning sticks and translates into tangible changes in behavior and culture. Unlike traditional HR or academic approaches, we bring a wealth of operational and leadership experience to the table. We understand the challenges firsthand and know what it takes to drive meaningful change in organizations.

One key aspect that sets us apart is our Cultivate Leaders program. This initiative is specifically designed to equip new managers with the skills and support they need to excel in their roles. We recognize that effective middle management is crucial for organizational success, so we prioritize training and developing managers to effectively lead and manage diverse teams. By investing in the growth and development of this group, we ensure that organizations have the leadership capacity needed to drive success.

Above all, my team and I are here to make an enduring difference. We’re not just offering cookie-cutter solutions; we’re genuine partners dedicated to facilitating transformation and continuous improvement in organizations and individuals alike. With intentionality, integration, and a commitment to growth, we’re ready to change the world — one inclusive workplace at a time.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If I were showing my best friend around Atlanta, I’d start with a chill spa day — I love to take time to indulge in a little bit of luxury. Then, we’d dive into the amazing food scene. There’s no shortage of incredible soul food and seafood joints, but I recently had a blast with some friends at J.R. Crickets, so we’d definitely have to plan a visit to their original location! And of course, no visit would be complete without a lively karaoke night (I haven’t made it to Metro Café Diner yet, but I’m dying to go!) belting out tunes and dancing the night away.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Reflecting on the amazing individuals and groups who’ve been there for me along this journey, it’s tough to narrow down the shoutouts! I always say that the pursuit of success is a team sport — and so while my definition of success is uniquely and authentically my own, nothing that I’ve accomplished has been a solo experience. From the college advisor who swooped in at a critical moment and showed me paths I hadn’t even considered that helped me land my first job out of school, to my family and friends who are always pushing me, supporting me, and are always there to give me a soft landing if I fumble, my journey has truly been a team effort.

But if there’s one shout-out that stands above the rest, it has to be for Management Leadership for Tomorrow (MLT). This organization didn’t just open doors for me; they practically kicked them down. MLT introduced me to a network of ambitious peers and provided resources that shaped my career in ways I never imagined. It’s thanks to them that I found my way into a top MBA program, and built connections that have lasted a lifetime.

Big love also goes out to the coaches who have supported me on my journey, especially Natanya Bravo and Anniedi Essien; Alan Boomer, my financial advisor and mentor who’s been a steady presence, offering wise counsel whenever I’ve needed it; and my countless business besties like Samantha Pitre Quillen and Liza Dube, who’ve been there to brainstorm, collaborate, and cheer each other on.

Website: www.culturerefinery.com

Instagram: @coachdenib

Linkedin: linkedin.com/in/denitresseferrell

Facebook: facebook.com/CultureRefinery

Image Credits
Jodie Brimm Photography Shanell Majors Photography

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