It seems there are few aspects of the D.C. tech and innovation scene that MakeOffices chief marketing officer Shana Glenzer hasn't been part of over the last decade or so. She's sold edtech (and acted in commercials) for Blackboard, crafted launch strategy at SocialRadar and taken up the CMO role at Aquicore and now at shared work space chain MakeOffices. And that's before her extracurricular work as one of the leaders of the DC Tech Meetup and work to connect women in tech and startups as co-founder of DCFemTech and involvement with the Vinetta Project and other groups.
If you have any connection to the world of startups and innovation in the greater D.C. area, there are better than even odds you know her.
What's the key to thinking differently and avoiding getting caught in the ruts of your industry?
The first thing is making sure you understand your audience and consumers and that you know who they are, for whatever industry. Getting deep into different industries helps, it gives me perspective when I look at an audience. It keeps me out of the insular techy tech industry. You need a viral mindset, especially since people don't always have super long attention spans.
What is an unlikely place that you find sources of inspiration?
I learn the most from people who are not similar to me. I try to go beyond my comfort zone, if I can.
What job have you had that has had the greatest impact on your career?
Everything I've done. My career is an aggregate of everything I've done. When I made the move to SocialRadar [from Blackboard], that was really intentional and new. Taking leadership roles and volunteering in the community, making those connections has been important too.
How will your industry change the most in the next five years?
There's so much changing in every industry. I think [tech] will involve more augmented reality and virtual reality for sure. The new fintech will have part too. But, [in marketing] every marketer has to be an expert in digital, that just goes with the territory and there will be more of that. You'll still need the personal touch though, that won't change. There will be more startup shirts and swag.
What makes Washington, D.C. unique in innovation?
There are so many industries here. The variety of ecosystems, of kinds of companies is great. And the growing amount of capital encourages companies to innovate and stay here as they grow. D.C. is an ideal [place] for innovating companies.
What’s something that you do every single day, no matter what you have going on?
I check DC Inno, obviously. I also read the Skimm and make sure I've replied and interacted with everyone on my team. Oh and a veggie shake, that makes me feel like an adult. [I'm] not sure how to say exactly but one thing I do every day regardless of how crazy things get is try to help others advance their careers. I never ignore a request for networking or career advice whether current colleagues, fellow DC techies or friends of friends. It's not exactly something to advance my career but it happens on a daily basis and I don't think about doing it since it's so ingrained in my routine. But it's important to me because of everyone who helped me and still does along the way.
Who do you admire in D.C.?
Fred Schaufeld [managing director at venture capital firm] SWaN & Legend definitely, Dayna Grayson [partner at New Enterprise Associates], Michael Chasen and Stephanie Nguyen [former boss and co-worker respectively who were at both Blackboard and SocialRadar].
What change would you make in D.C. or D.C. tech if you could do it with just a snap of the fingers?
I would change the outside perceptions of D.C. to show people it's a hub of innovation. I don't think the rest of the U.S. necessarily sees us that way. I'd also add want more women and racial diversity to the [tech startup] scene. D.C. is a lot better than other places, sure, but it still should have more.
What does it mean to be 'on fire?'
To me, it means growth. It means you've got momentum behind you to really grow.
