How Charmaine Green-Forde Is Pioneering People-First Leadership

Meet Charmaine Green-Forde, the Founder and CEO of Chapter tOO, LLC, an organizational and talent development optimization consultancy. With a vision to revolutionize strategy and training development processes, Chapter tOO leverages data-backed people insights to propel businesses forward.

This remarkable journey began through the candid conversations Charmaine had with her twin sister, unveiling a glaring issue in the public and private sectors: strategies often overlooked the importance of a people-first approach. Charmaine's experience in business and HR, coupled with her sister’s experience as a mental health practitioner, led to the creation of Chapter tOO, which is guided by a steadfast motto: "People first, profits follow." Charmaine's resilience and unwavering “why” behind her mission to transform workplaces and prioritize people keeps her on the path to success.

We asked Charmaine about the story behind Chapter tOO’s founding, how her definition of success has evolved throughout her journey as a founder, and what’s next for her and her company.

Q: Tell us the story behind your company’s founding. How and why did you start working on Chapter tOO?

A: Chapter tOO is the result of years of candid conversations related to workplace observations and experiences with my identical twin sister. My career in business and HR revealed a recurring issue: business and talent strategies often fell short of expectations, regardless of the organization. Simultaneously, my sister, a licensed mental health practitioner, faced similar challenges in the public and nonprofit sectors. Our discussions led to a powerful realization: these strategies were failing. Profit potential wasn’t being realized due to a lack of a people-first approach. Leadership was often developing strategies without consideration to how people are wired, how intersectional identities shape their workplace experiences, and how the human brain functions. With this insight, Chapter tOO was born. Our mission is clear: to help optimize businesses by honoring and empowering the people within them. Our guiding motto remains unwavering: “People first, profits follow.”

Q: Did you always know that you wanted to be an entrepreneur?

A: Subconsciously, yes. However, the push into entrepreneurship came when I realized that in order to turn my vision of organizations creating and maintaining the types of environments needed for true innovation, job creation, productivity, and increased profit margins, I'd have to forge my own path as a consultant to help many rather than focus on one as an employee. I believe part of my calling and purpose in life is to have an impact that is multiplied.

Q: What were the most difficult and most impactful lessons you’ve learned starting and running a company?

A: The dynamic shifts required in some of my relationships. The availability and access to me had to shift. For example, many were accustomed to seeking my advice and assistance in the past. While helping others is core to who I am, I’m running a business now. Setting boundaries with people and saying no is critical not only to my sanity but for the viability of my company.

Q: What’s been the hardest and most rewarding part of your entrepreneurial journey?

A: The hardest part of my entrepreneurial journey is also the most rewarding: the decision to bet on myself. In theory, it seems like a no-brainer to believe in your vision and capabilities. However, the reality is that when you make a decision like this, it becomes a crucible that tests everything you thought you knew about yourself. It challenges comfort zones and compels you to step into uncharted territory, demanding a reevaluation of priorities, the way you think, the relationships in your life, and even how you view and measure personal growth and success.

Q: Have you struggled with self-doubt as an entrepreneur? How do you navigate this?

A: Yes, self-doubt is something I grapple with as an entrepreneur, and it occasionally keeps me awake at night. Questions about whether this path is the right one, whether I'll achieve success, or if I'll need to return to corporate America often weigh heavily on my mind. Some days are easier to manage than others. But on the tough days, I find solace in taking a moment to reflect on what I'm grateful for. I remind myself of the “why” behind my journey, which is to positively transform workplaces, enhance talent experiences, and boost business profits by putting people first. It's important to acknowledge these moments of doubt and allow myself to feel them because they're real in that moment. This process of self-reflection and reaffirmation helps me navigate the challenges and keep moving forward.

Q: Has your definition of success evolved throughout your journey as a founder?

A: Yes, my definition has absolutely shifted. When I worked in the corporate world, success was measured by someone else, often revolving around promotions, title progression, and pay. Today, I'm defining and measuring what success means to me based on the impact I'm making and the lessons I'm learning. Whether that's related to how I'm managing operational aspects of my business, the positive changes I've helped foster within the organizations I've been fortunate to support, or the ability to make adjustments that allow me to spend more time with my loved ones, it's about personal fulfillment and alignment with my values. Success also means that I'm able to be more intentional about where I invest my energy and time.

Q: Have you discovered any underappreciated leadership traits or misconceptions around leadership?

A: Yes, I've observed that in discussions about leadership, certain traits tend to be underappreciated. Possessing high emotional intelligence and an ability to genuinely connect with others is sometimes confused for being “emotional” or “unable to make tough decisions” because leadership has traditionally been associated with markers like authority and decisiveness. I've come to realize that emotional intelligence and having an ability to genuinely connect with and see others plays a significant role in effective leadership. Those qualities can foster trust, and trust is required if you want to be able to influence and work effectively with others.

Q: What would you tell your younger self if you were to start your entrepreneurial journey all over again?

A: I would tell my younger self that it's perfectly okay to start this journey earlier. Trust the inner knowing that you were called for something greater. Have confidence that your knowledge base is more than sufficient to take those initial steps.

Q: What’s next for you and Chapter tOO?

A: We’re focused on further refining and expanding our reach, specifically launching a requested B2C arm and exploring new avenues for impact. Additionally, increasing our voice and thought leadership presence is top of mind. We’re speaking on more panels and have been growing our optimization community via our weekly email insights, The Drop, LinkedIn, and continuing to add more content related to the issues impacting business and talent optimization on our insights page.

Charmaine is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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