Sponsor Message And Show Setup

Announcer 0:00

The following programming is sponsored by Marc J. Bernstein. The views expressed do not necessarily reflect the views of this station, its management, or Beasly Media Group.

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Entrepreneur, founder, author and financial advisor, Marc Bernstein helps high-performing business owners turn their visions into reality. At March Forward, Marc and his partners and associates think out of the box to partner with their clients in regards to their visions for their lives, their businesses and their legacies. And through his innovative work with the Forward Focus Forums, Marc connects entrepreneurs to resources that help to fuel their success. Founders’ Forum is a radio show and podcast where entrepreneurs share their journeys, revealing the stories behind their successes, and the lessons they’ve learned. Join Marc and his guests for a mix of inspiration, valuable insights, and a bit of fun! Now, let’s dive in...

Women Leaders And Early Confidence

Marc Bernstein 0:52

Good morning, Philadelphia. Good morning, America. Happy semi-quincentennial. I did that first try. It was pretty pr uh came out the right way. It's a beautiful day. It makes me feel like it's springtime again. It's a spring day. And I have Susan or Sue. I'll be calling her both uh alternately probably on the show. And I'm I'll formally introduce who she is. She's got a very interesting background. And uh but before we do that, I'd just like to say she's had a very successful career as a woman going back quite a while in this town in the communications business. And I I've been thinking about this. We're actually doing two shows today, and the second show is always also with another kind of pioneering woman in Philadelphia. And I I'm I'm curious about your experience as a woman business leader early on in the city and what that was like for you, Sue.

Susan Jacobson 1:49

Well, first of all, Marc, thank you so much for having me on. I have been a big fan and follower of yours, and I was lucky enough, as you know, to sit next to you at the Sittel Institute. I think it was their retreat. Uh so we got to be able to do that.

Marc Bernstein 2:04

It was the semi-quincentennial.

Susan Jacobson 2:06

But I've known about you for a long time. And so so thank you. Um, uh as a woman, um it's you know, I I I don't really look at it that way, but I am aware of it that it might be a little bit tougher, but I don't care. Um you know, I uh um I think back to well, um when you have a father who tells you you could do anything, and and you don't necessarily have to have a father who does that who believes in you, um that's kind of huge. And so it sets your mindset and allowed me actually to take more risks.

Marc Bernstein 2:45

Were you other siblings? Do you have other siblings?

Susan Jacobson 2:48

I do have three younger sisters who say I'm very pushy. Trevor Burrus, Jr.

Marc Bernstein 2:50

Oh, so all girls, though? All girls. And you're the oldest. Yes.

Susan Jacobson 2:53

My father insisted on a male dog because he said he was outnumbered.

Marc Bernstein 2:57

I gotcha. Gotcha. So he sent the message to all the girls, I imagine. Trevor Burrus, Jr.

Susan Jacobson 3:01

He did. He did. And we're all very different. But um there was definitely it's interesting now that you asked that question. There definitely was an empowerment piece to it. Um and we knew he believed it. So uh that's what was so great about it. Trevor Burrus, Jr.

Marc Bernstein 3:16

Well, we're going to tell your um entrepreneurial story in a minute. And I know your father and also your grandfather were actually influential in regard to that. Yeah. But before we do that, why don't I officially introduce you?

From Family Business To Campaigns

Marc Bernstein 3:28

So Susan Jacobson is um CEO of Praxtera AI Institute and CEO, what she's really known for around Philadelphia, although she's becoming known for Praxtera, is Jacobson Strategic Communications. And um she delivers live two-hour AI fluency training sessions on Zoom. This is the future, co-led by Wharton-trained AI specialist and a senior communication strategist. The company recently won the National Platinum Pinnacle Award for AI training. Very impressive. She's a Wharton MBA recently, which is really cool, and former chair of the Chamber of Commerce for Greater Philadelphia, which is a big deal. And Sue is on a mission to make AI fluency accessible and practical, practical for everyone, not just tech insiders. Admirable vision. I love that.

Susan Jacobson 4:23

Thank you.

Marc Bernstein 4:24

So let's start out with um your entrepreneurial journey, as I as I promised, since this is a show for about entrepreneurs and lots of people listen to, including many entrepreneurs, and I think there's a lot of lessons here. But you started out not as an entrepreneur, um, although you you're, I think, in the back of your mind because of your your father and your grandfather, you had an entrepreneurial instincts. Is that a fair way to put it?

Susan Jacobson 4:51

It's a fair way to put it. My um grandfather, um great grandfather came here with and um with his family that got a cow and started a butcher shop um and basically turned it into a Fortune 500 company. So yes, perhaps the entrepreneurial part is in my blood. Um and he built it with you know, personality, grit, like it was A and P, if anybody remembers the food stores that gave him his big break. And then he ended up doing trade with Australia through the Kennedy administration. Very um charming, charismatic guy. Um and my dad built that business and then ran it. Um and uh so yes, it was very successful. So yes, it was in my blood. I actually went into campaigns. I ran um a presidential campaign. I was one of only two women at that time um in Washington State. I won my state, but no one remembers or cares except for my husband and my father. Um but I was one of uh ten states that won that presidential race by two points. And so there I kind of learned at the Which which race was that? Uh that was uh Dukakis Bush.

Marc Bernstein 6:04

Oh, nice. Okay, gosh.

Susan Jacobson 6:05

And uh yeah. And so uh was very proud of that in Washington State, and then um, but learned a lot. So, you know, back to your entrepreneurial piece. Yes, it's in my blood, but I love building things from nothing. And you know, as we talked about like empowering others, that's like my favorite thing.

Marc Bernstein 6:25

So you were you were working in the PR communications industry?

Susan Jacobson 6:29

Not yet.

Marc Bernstein 6:30

Oh, not yet, not not yet then. Okay.

Susan Jacobson 6:31

So not till not until I got to Philly. So I did campaigns. I was I was chief of staff to Katie Dukakis in the governor's office in Massachusetts. Wow, I better um went out with my husband who was a vascular surgeon. He's like, I gotta do the best research in the country. That's in Washington State. I'm like, okay. And a lot of women do that. They, you know, I adore my husband. So I was like, let's go. And Dukakis said, go run my campaign in Washington State. I'll surround you with people, I'll teach you, go do it.

Marc Bernstein 7:01

That's how you got to Washington.

Susan Jacobson 7:02

And that's why I was one of two women at that point. I was 28.

Marc Bernstein 7:06

Wow. And so what what how what brought

Philly Politics And PR Career Shift

Marc Bernstein 7:09

you to Philly? Because that's when things started.

Susan Jacobson 7:10

My husband.

Marc Bernstein 7:11

Uh-huh. He has trouble.

Susan Jacobson 7:13

He basically um became uh a vascular he was a vascular uh uh surgeon at Penn, was offered a job. I came here and I'm like, and I remember talking to my campaign friends who said, national campaign friends, who said, no, no, coming to Philadelphia is a gift. You are gonna learn so much about dealing with people and politics. And so I actually got very politically involved as well there. So again, you could I guess you could say that's entrepreneurial. Um and then so then David Cohen and Ed Randell asked me to be Deputy Chief of Staff. Um and there I really ran a lot of the legislative piece for them. And there I remember my first day.

Marc Bernstein 8:00

He's been on the show.

Susan Jacobson 8:01

Wonderful guy. And um, yeah, no, I remember my first day going into a meeting with David Cohen, and I was supposed to run legislative affairs, and I was like, I walked out and said, I think everyone just spoke a different language because I have no idea what's going on. So I had to learn really quickly how to deal with it. And that was tough. There were there were a lot of men in politics who were like, okay, you're the first woman, you know, on the second floor of the mayor's office.

Marc Bernstein 8:28

But so you came in you came to Philadelphia in politics.

Susan Jacobson 8:33

Yes.

Marc Bernstein 8:33

And then what happened?

Susan Jacobson 8:35

Then then um Rendell ended his term, and I thought, what do I want to do? And so I thought, you know what, I love communications. Why don't I go into that?

Marc Bernstein 8:44

And so that's the you worked for two terms for Rendell?

Susan Jacobson 8:47

Uh one term, four years.

Marc Bernstein 8:48

Gotcha.

Susan Jacobson 8:49

And um so I went over to a large PR firm and uh did became an EVP and uh worked there for ten years. Quite a long time. Yeah. I did some uh presidential campaigns in the state along the way, was fielded political director, and um, you know, was involved that way. But yes, ten years.

Marc Bernstein 9:12

Ten years. So um what too long. Too long, right.

Susan Jacobson 9:16

No, right, you know.

Marc Bernstein 9:18

I understand. Well partly because of your entrepreneurial instincts, you're working for somebody else now for two years. Right.

Susan Jacobson 9:24

It was not a great thing. I mean, don't get me wrong wrong, I learned a lot. But you know, for me, you're right. I mean, the entrepreneur piece, and you know this, is what charged me up. And also I felt I could make more of an impact, because impact for me is like super important. Like I'm I don't just want to do things that push papers. I like want to create things that brought people along with me on whatever crazy riot I was on. Aaron Ross Powell, Jr.

Marc Bernstein 9:51

Well, you and I have some parallels. I I was I was started out in my business as an entrepreneur, became a partner in a regional firm for 25 years. It was fifteen years too long in my case. Right. So 10 years was about the right time. But and before I did it again.

Susan Jacobson 10:07

And uh so I'll never forget a friend of mine saying to me who has her own business, successful business at Boston, she's like, There's nothing like being your own boss.

Marc Bernstein 10:17

Right.

Susan Jacobson 10:18

And I was like, Oh, what are you talking about? And I was like, Okay, Susan, you were right.

Marc Bernstein 10:21

Right. So so you so you did that. So tell how did that come about?

Susan Jacobson 10:27

Um Well, what happened was um, you know, I was um I was an executive vice president of a large firm, sort of just doing

Getting Pushed Out And Starting Up

Susan Jacobson 10:36

my thing. They weren't the firm was not doing well. And um I went to them and said, Um, look, I'd like to help you turn this around. I'd like to be president and you could be CEO and um I'll help you. And they came back and said, Well, would you be our it was like EVP of whatever, chief operating officer? And I said, you know, no, thank you, knowing that I would be pushed out. And um so several months later, they said, um it's not working out. And again, I was ten years in. And um I called um uh my best friend Susie Welch, her husband, you may know Jack Welch. Yes, and uh basically they said, get up to Nantucket and let's it's time now for you to start your own business. So I got in the car, drove from Philly up to Nantucket, got on the ferry, and Jack Welch, you know, the former, as I said, head of GER pulled out an envelope and said, Here's your business plan, and wrote it on the back of an envelope.

Marc Bernstein 11:44

Oh, an envelope. I thought it was a napkin.

Susan Jacobson 11:46

Yeah, I still have it.

Marc Bernstein 11:48

It's great. I still have it. So you wrote out your business plan on the back of an envelope.

Susan Jacobson 11:51

And he and Susie were fantastic. I mean that you know, they're two a missed jack, but Susie. Susie's like your best friend, right? She's my best friend. And great strategic mindset.

Marc Bernstein 12:01

And by the way, Susie has a podcast, a little plug for her podcast. Yes. Because I listened to the last time you appeared on her podcast. It was a great show. Oh it was about friends communicating and strategy strategy.

Susan Jacobson 12:12

Yes, and mattering. Yes, you know, she she there's a famous professor, she has me teaching some of her classes about mattering and telling people not just Marc, you matter, but here's why you matter.

Marc Bernstein 12:23

Yeah, but I know. And I I love that. And I've actually used it since I know. It was really really good. Because it's authentic. It's it's it may make it sound like it's you're not using anything, you're just being yourself and being authentic. Exactly. It's great. So you started the firm. We only have about twenty seconds before our break. But um how did you get started?

Susan Jacobson 12:45

Um I basically called the president of Penn and the President of the Art Museum, both women, and said, Could you help me out? I think the President of Penn gave me $1,000 a month. The art museum gave me a $5,000 project. And I could say I had Penn in the Philadelphia Museum Report. All true. And that's how I started.

Marc Bernstein 13:09

You had the business from the get-go and you had names behind you and you got going.

Susan Jacobson 13:14

It wasn't easy.

Marc Bernstein 13:15

I'm sure. It's a great story. Well, we're going to take a quick commercial break and we'll be right back on Founders Forum.

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Credibility Pressure And Client Retention

Marc Bernstein 14:15

We are back with our my guest today, Susan Jacobson of Jacobson's uh communications and strategic communications, and also of PraxTerra, which we're going to talk about in a minute. Um, the joke on the show is that, you know, you so you had business, you came right out of the gate, and you were immediately successful, smooth ride from then on, right?

Susan Jacobson 14:38

Uh not really.

Marc Bernstein 14:40

I know.

Susan Jacobson 14:41

So I could I could pretend. How did I know that?

Marc Bernstein 14:44

We didn't talk about that, but how did I know? So what kind of challenges did you experience? Uh uh give some examples, because I'd like to hear what you learned from this challenge.

Susan Jacobson 14:53

You know, when you start a business, people are like, are you for real? So, you know, and so part of it was credibility. Also, like you gotta hit it out of the park and continue to hit it out of the park. In the PR world, there's usually you lose about 35% of business. I think that's higher now. I've been knock on wood. I mean, we don't come even we like, you know, lose almost nothing. We're very, very high retention. Very high retention, but that's the reality. And so, and and I always joke that in the communications PR world, we're in a what have you done for me lately business. So every week we gotta deliver. I like to also, I'm serious about it, I like I like to say we pay for ourselves uh ten times over, and we do. Um and you know, by delivering whatever that client needs, whether it's thought leadership, whether it's crisis communication, whether it's community outreach, basic PR, press, whatever a client needs. Trevor Burrus, Jr.

Marc Bernstein 15:54

And your clients are like a who's who of Philadelphia and the region. Anyone you can mention? Can you mention a couple that are it's you're comfortable talking about?

Susan Jacobson 16:03

Uh probably not much.

Marc Bernstein 16:07

Okay. All right, no problem. But I can tell you what I know that's the household names.

Announcer 16:12

Right, right.

Marc Bernstein 16:13

So um so how did you so you the challenges were credibility, getting your reputation up there, retaining clients through constantly delivering more than promised. How did you build an organization that was able to do that? How did how what did you learn to do that?

Building A Remote Team On Trust

Susan Jacobson 16:29

It's all about the people.

Marc Bernstein 16:31

Right.

Susan Jacobson 16:31

Um I and and so I did something different than other that no one had done this. This was pre-COVID. I actually figured there are all these amazing people who worked in big giant PR firms in New York who are down in Philly, don't want to go to New York, don't want that, you know, rat race. What if I like let them stay at home? And what if I built three to four years?

Marc Bernstein 16:59

This is way before people were doing it.

Susan Jacobson 17:01

No, everybody was like, What you're doing? What? I was like, what if I took these three to four gifted people who I knew would be friends who would have each other's backs? So if Maureen wanted to go to her son's football game or Alison wanted to take someone, her son, to you know, whatever, a show, or to the doctor, they all had their backs. So what if I put three to four people, senior people on every account with all different skill sets working together and give them and I would say to clients, I still do, if you are upset with a dog barking in the background or, you know, um whatever, a baby crying, we're not the Don't hire us. Yeah. And it worked because I got this amazing skill set. And and the and the people who work are like this family and fee team who work together. So it was very unusual.

Marc Bernstein 17:54

You really were a visionary in that respect, because now you see Zoom calls with dogs barking and kids crying all the time, right? So it's commonplace.

Susan Jacobson 18:01

Yes.

Marc Bernstein 18:02

It's really interesting. So what again I'm gonna try to sum it up. So you you so it's about the people. So you've got people with unique abilities, they call it put them together, they weren't necessarily the same, but they were able to cover for each other and so give them all.

Susan Jacobson 18:17

Check off different boxes. So for our client, it's like, whoa, you know, the national, you can pitch to national. Oh, you've done like tons of crisis. Oh, wow, you could do thought leadership for our new CEO. I mean, those are very different. You can't just pick someone up off the street for that.

Marc Bernstein 18:36

But also if somebody needs to take off, they can somebody else can cover for it. And the and they so and I was like, no games. It's all they're almost like entrepreneurs, like entrepreneurs. They're almost almost like running their own little feastums under your company.

Susan Jacobson 18:52

Yes, I trusted them. I I actually wrote a piece for Forbes called A Business Based on Trust. Where I trust them. And um in return, you know, they've been wonderful friends and partners. Trevor Burrus, Jr.

Marc Bernstein 19:04

And your longevity, your uh your uh retention of employees must be great, right?

Susan Jacobson 19:09

Oh, yeah.

Marc Bernstein 19:10

And how many employees do you have?

Susan Jacobson 19:11

Uh it's it's a small group now, it's right around a dozen. Um that's on purpose, to be honest, because I've got Praxtera. Yes. Um so and you know, as I I probably shouldn't joke about this, but it's kind of true. At this point, we're turning down business on the communication side, and I'm keeping our wonderful clients. So that's yeah, we're very fortunate.

Marc Bernstein 19:33

And great transition.

Wharton Sparks Praxtera AI Fluency

Marc Bernstein 19:35

Let's talk about Praxtera and how that came about.

Susan Jacobson 19:38

So um a couple years ago, uh my husband and I I opened the front page of the Inquirer. And like there's this article about a global executive MBA Wharton, where it's virtual. And so I know Erica James because when I was um, you had mentioned I was chair of the Greater Philadelphia Chamber of Commerce Board, I talked to her about how do you lead as a woman, you know, with a lot of very successful CEOs from major corporations who are going to be around the table. And of course, that was when COVID started. So it was even more important. And so we became friendly. And I said to her, Erica, is this something that like my husband Michael and I could do? And she wrote, Yes. And she said to me, but you've got to pass the test like everybody else. I was like, Michael, you have to tutor me all summer long. And I passed and we got him.

Marc Bernstein 20:28

And Michael's still practicing medicine.

Susan Jacobson 20:30

Michael had just left as he was chief of vascular surgery at Penn Presbyterian and at the VA. Um so it was a perfect transition. And we went to Warden. Uh, it was fantastic. The first day, our the our colleagues students did come up to us and say, Um, are you the teachers? Because they were all half our age.

Marc Bernstein 20:49

Right.

Susan Jacobson 20:50

Uh, but they became wonderful friends.

Marc Bernstein 20:53

This was in person or virtual?

Susan Jacobson 20:55

Virtual, but you have to do a certain amount of trips and in you know, the first two weeks you're in person.

Marc Bernstein 21:01

Gotcha.

Susan Jacobson 21:01

And uh it was, you know, it's Wharton, so it was extraordinary. It was really hard to do that.

Marc Bernstein 21:07

It's a wonderful program. I've heard a lot about it.

Susan Jacobson 21:10

Yes, i yeah. The the professors and those students, oh my god, from all over the world who are best in class. You would, Marc, you would be blown away. You'd be impressed.

Marc Bernstein 21:22

Do it. I may. Do it. I may. It's pretty interesting.

Susan Jacobson 21:25

It was really fun. But that's where Praxter came from. I was pitching ideas. We were in South Korea with a very famous professor who does startups, and we each had to pitch a startup. And I said, What about an AI boot camp for people who can't who don't know AI? And everybody's like, Well, I'm not sure. And but I went to him afterwards and I said, Do you think I'm on to something here? Like, could we do this for major corporations to teach the people who are the assistants and people who don't know AI?

Marc Bernstein 21:57

This is like five years ago, right?

Susan Jacobson 22:00

Couple of years ago. Yeah, because Praxtera is a year old.

Marc Bernstein 22:02

Yeah.

Susan Jacobson 22:03

And so it's a couple of years ago. And he said, you know what, you're onto something. And then I started talking to like all of our professors who are leading in AI, and they all said, We're on to something. And that's how Praxtera started.

Marc Bernstein 22:15

Very interesting. So you started just with an idea. You're in the MBA program. And how did you get going? Did you start hiring people?

Susan Jacobson 22:24

No, so what I did was um so we named it Praxtera with a professor practice and era, Praxtera, Nextera. Uh and then what we did was um we basically figured out what if we did what I did and work what if we did it on Zoom, up to 50 people at a major corporation, and what if we had our co-teachers, a communications people, someone like someone from Jacobson, co-teach with one of our AI colleagues who is leading AI at Apple or Google or uh another AI major corporation. So Cy and Michelle, for example.

Marc Bernstein 23:04

Right.

Susan Jacobson 23:05

Cy leads Apple Music for AI, and and he co-teaches with Michelle, who does communications, and the combination is elective, it's all interactive. So and in a year, you know, you you mentioned this. We've like won a national award. We've just published in Forbes called the AI Mirage. I've got a piece coming up about how people use AI as an hobby, but how do they translate it into work? Um and people love it. And it's all on Zoom, all interactive. People go into breakout groups, they learn how to use it, it takes down all the barriers. It's awesome. Can you tell I'm excited about it?

Marc Bernstein 23:45

You're I was gonna say you're all very fired up. You're very excited. Well, and look, it is the future. I mean, I'm thinking, I've got a hundred questions about that in my mind about it. I would love to do it. I know I'm not part of a big corporation to do that. So figure it out. Figure it out. I would love I would love to take the training myself and experience it. And that might inspire me to go to Wharton, you know, afterwards. So interesting. So I'm inspired by you. This is what this is what's happening here. So the more that I hear your story, the more I hear excitement. And you're not, you know, you're we're more or less the same vintage. You know, we've been around a while and you and you're excited about the future.

Susan Jacobson 24:24

Did you read the the there was an article I just read actually in the inquiry about rewirement. I am I am so far away from any I I will pr never retire. I mean, I love Jacobson. I love building Praxtera. How about you? Yeah.

Marc Bernstein 24:39

Well, my book that I wrote that you're gonna get because we send it to all guests, it's called The Fiscal Therapy Solution, and it talks about retirement and that most entrepreneurs in my mind aren't suited for retirement. And I use the word rewire, refire, aspire, uh all those things. I don't know about it. I I think I use rewire. I know refire's in there, I know aspire's in there. Anyway, but um, yeah, but uh but absolutely that's where I am. And I have a lot of friends, you know. I play golf, guys are retiring, and I'm like, I gotta find new friends.

Susan Jacobson 25:20

I'm happy to be your friend, Marc.

Marc Bernstein 25:22

We're we're friends now. I love that. Um so Susie, speaking about the future, so well if we if this were so today is July uh what is today, the 29th of of uh 2026.

Giving Back And Defining The Future

Marc Bernstein 25:36

You may be listening to this, who knows when you're listening to this show. But if it's three years from now and you and I July 29th of 2029 and we're talking, what would have to happen for that to be a good progression in your life? And I'm sure Praxtera has a lot to do with that.

Susan Jacobson 25:52

Yeah, it's a great question. Um you know, I'm uh all about um for real, as you can hear by my the things I've done, like whatever, running the chamber, whatever, I'm all about giving back. And so that's my central theme. So keeping Jacobson going, helping good companies, good people get the kind of credibility they want, and leading, leading by example for others, I love that. So keeping Jacobson right where it is, that's not going anywhere.

Marc Bernstein 26:22

By the way, I just have to say I know your work shines through there because a lot of the companies are community leaders because I know their work and I know um I've got some great examples of it, which I can't talk about now, but um that's your work shines through on that.

Susan Jacobson 26:37

Thank you. And yeah, very, very, very proud of that, and my colleagues, because I as you heard, I can't do it without them. They're sure they're I always say they're better than I am.

Marc Bernstein 26:47

Um that's the key to a good entrepreneur, hire people smarter and better.

Susan Jacobson 26:52

Yes, and letting them make mistakes, but that's a whole different avenue. It's like who cares if you make a mistake? I've made a ton of

Final Takeaways And Sign-Off

Susan Jacobson 26:59

them.

Marc Bernstein 26:59

Susie, we are out of time. So much thank you for being here. Thank you for listening to Founders Forum, and we'll see you all next week. And it's been a great pleasure to have you.

Announcer 27:08

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Announcer 27:26

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