Latest news with #PaulaFerrada
Forbes
11-07-2025
- Health
- Forbes
Leading Without Fear: The Case For Trust-Driven Healthcare Leadership
Paula Ferrada is the Chair, Department of Surgery – IFMC and System Chief for Trauma and Acute Care Surgery at Inova Healthcare System. As a trauma surgeon, I have witnessed injuries that are, sadly, unsurvivable. I've stood over patients whose lives hung by a thread—some saved, others lost. And I've come to understand, more deeply with each experience, that what stands between life and death in those moments is not just the skill of the surgeon. It is the power of a team. From the moment a critically injured patient rolls through the emergency department doors, a choreography of urgency unfolds. Nurses, emergency physicians, anesthesiologists, respiratory therapists, radiology techs and operating room (OR) staff are each poised, responsive and trusted to do their part. There is no time to waste, no room for ego. In those high-stress, high-stakes moments, the team matters more than any individual's technical brilliance. This is why compassionate leadership and psychological safety are not abstract ideals in healthcare—they are life-saving imperatives. Leading Through Trust, Not Fear Simon Sinek once shared that the Navy SEALs, when choosing their most elite team members, value trust over performance. In healthcare, the stakes may not be combat, but they are just as real. We make decisions every day that determine whether someone will live or die. And like elite military units, the strongest healthcare teams are built not just on capability but on relationships. This is especially true in trauma care, where every second matters. Trust accelerates action. It removes doubt, energizes communication and reduces cognitive load. In environments where people feel safe to speak up, ask questions and admit uncertainty, the entire system becomes more adaptive and, ultimately, more effective. Safety Drives Performance Kostas Dervitsiotis writes that trust is essential for performance and adaptation in high-reliability environments. This applies directly to trauma care, where adaptation is not a luxury—it's survival. Psychologically safe teams are faster, smarter and more agile. They debrief after cases without fear of blame, improve continuously and support one another through the emotional toll of the work. In 2014, Weller, Boyd and Cumin found how tribalism in healthcare—rigid silos between doctors, nurses and staff—creates dangerous communication breakdowns. When we dismantle those barriers through compassionate leadership, we allow for collective excellence. Nurses speak up, techs are heard and surgeons lead by example. The result is a cohesive unit that performs under pressure because it is built on mutual respect. I've seen firsthand how a shift in culture—grounded in trust and psychological safety—can transform a healthcare system. At our institution, we made a deliberate investment in fostering open communication, mutual respect and team accountability across disciplines. The results were unmistakable: We improved efficiency without sacrificing safety. Our teams became faster, more agile and more responsive—yet never at the expense of our patients' well-being. We saw fewer complications, stronger coordination and greater consistency in surgical outcomes. Errors were caught before they reached the patient. And most importantly, team members felt safe to speak up about processes, concerns and how we could be better. These gains didn't come from control or compliance—they came from creating a space where people felt empowered to do their best work and trusted to act in service of the patient. It's a model of leadership that is not only sustainable but essential. Compassion Is Not Soft, It's Strategic We must reframe compassion not as a "soft skill" but as a strategic imperative. When leaders model vulnerability, curiosity and emotional intelligence, they foster environments where people feel safe to contribute fully. Husebø and Olsen (2016) found that clinical leadership development improves responsiveness, quality and trust—especially in emergency settings. These are not secondary gains. They are central to operational success. At our hospital, surgical efficiency increased alongside safety. First-case on-time starts improved from 52% to 74%. We created additional access points for patients and surgeons by developing flexible scheduling systems. And we built leadership development meetings into our workflows to promote continuous learning and shared accountability. Brené Brown says, "You can't get to courage without walking through vulnerability." When we allow ourselves and our teams to lead with curiosity instead of judgment—to replace shame and blame with questions and learning—we create the conditions for excellence. Shame and blame are inversely proportional to accountability. When team members feel shame, they shut down. When they feel safe, they lean in. What Structural Safety Looks Like Compassionate leadership also shows up in system design. It's in how we staff our teams, schedule our shifts and support mental wellness. It's in the way we conduct debriefs—not to assign blame but to learn. It's in policies that prioritize recovery, rest and resilience. These values travel. I've seen them take root across continents in my global trauma work. From Latin America to the U.S., the most successful trauma teams share a common thread: They are led by people who understand that excellence requires empathy. Building Teams That Save Lives When we invest in compassionate leadership and psychological safety, we're not just creating better workplaces but better outcomes. Fewer medical errors. Greater staff retention. Higher patient satisfaction. Stronger innovation. Healthcare is not just a science—it is a human endeavor. And at its best, it is led by those who understand that leading with trust, humility and compassion is not only good leadership—it is lifesaving leadership. As Brené Brown reminds us: 'Vulnerability is the birthplace of innovation, creativity and change.' In medicine, it is also the birthplace of trust—and trust saves lives. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
10-06-2025
- Business
- Forbes
How To Leverage Personal Branding To Accelerate Business Growth
In recent years, social media platforms have become a key way for entrepreneurs to build a personal brand. While these brands are essential for grabbing the attention of target audiences and gaining access to new opportunities, they can also be leveraged to take a business to the next level. Below, 20 Forbes Business Council members discuss how entrepreneurs can leverage their personal branding to accelerate company growth across every channel. Read on to learn more about specific ways to take full advantage of a well-defined personal brand. Entrepreneurs grow faster when their personal brand aligns with their mission. People follow purpose, not titles, so start by defining your 'why.' When you lead with clarity, values and authenticity, you don't just expand reach—you also inspire trust, attract talent and build a movement. - Paula Ferrada, Inova Healthcare System Leaders often make their personal brand all about their company's success, but when things get messy, their image crumbles. Ground your brand in the problem you care to solve, as values that outlast market cycles feel a lot more authentic and trustworthy. - Rytis Lauris, Omnisend Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify? Personal branding is a strategic asset. When founders show up with clarity and credibility, it accelerates trust across customers, investors and partners. One effective step is leveraging platforms like Intro or Minnect to offer direct access. Thoughtful visibility builds authority, which in turn drives measurable growth across all channels. - Khusniddin Muradov, Comston Technologies Whether it's a personal brand or the brand of a business, the best way to leverage it is to market it. A brand only lives in the hearts and minds of others. A valuable brand is one that enhances the meaning of what you do, eliminates or reduces hassles or problems, or provides a product or service that meets a specific need. If it doesn't do these things, then rethink the promise your brand is making. - Tom Daly, The Transformation Guild Pick one platform for exposure, one for nurturing and one for conversions. The target audience will be different on each platform, as people use platforms with different intentions. For example, we use TikTok for exposure, YouTube for nurturing and Instagram for conversions on socials. TikTok is the best platform for testing creative angles or ideas, whereas Instagram content should be more refined and polished. - Willow Kai, Becca Luna Education Showing real wins, challenges and lessons humanizes your brand and builds trust, while also attracting clients, talent and partners. I don't just talk business; I share wins, struggles and lessons honestly. Consistently share authentic stories and insights on the channels where your target customers spend time, especially LinkedIn and Instagram. - Sahil Gandhi, Blushush Entrepreneurs can leverage personal branding to accelerate growth by showing the human side of their business. People invest in people, and when potential customers connect with the individuals behind the company, it fosters trust and relatability. One key step is sharing authentic insights and values across various social media platforms, as it helps build stronger connections and drives growth. - Ryan Whitefield, Revilo Property Group A personal brand is the most available growth engine, so use it! People don't follow companies, but they do follow individuals with bold ideas and the courage to build. Your entrepreneurial story, values and vision can be a magnet across investors, customers and talent channels. Post, speak, tweet and build in public. The more real you are, the more trust you earn. In today's world, trust scales faster than capital. - Victor Tay, Global Catalyst Advisory Personal branding builds trust, which then drives growth. I recommend entrepreneurs consistently share authentic insights on platforms like LinkedIn. Doing this positions you as an industry leader, attracting customers, partners and talent. It's not just about visibility; it's about creating meaningful connections that propel your business forward. - Dustin Lemick, BriteCo Make yourself the algorithm by sharing sharp, opinionated content that earns attention and then directing it toward your business. One step to take is turning weekly founder insights into bite-sized posts across platforms. People buy from people, so build the brand they'll trust first—you. - Sam Nelson, Downstreet Digital People buy into people—it's human nature. If you're trying to go from zero to one, bringing in a personal touch is necessary to building a stronger relationship with your customers. Founder-led brands can transition into huge corporate entities at a later date, but initially utilizing your personal edge to become someone who is believed and followed is a superpower. - Jake Lee, Magnet Entrepreneurs can leverage personal branding by aligning their values, perspective and vision with their company's culture and marketing strategies. One step they can take is clearly defining and communicating their personal brand to ensure consistency across all touchpoints, from leadership to customer interactions. This will create a more authentic and engaging experience. - Sara Khaki, Atlanta Divorce Law Group Walk the talk! Representing trust, ethics and strong passion in everything one does helps clients associate those values with your business. For entrepreneurs, a personal brand is closely tied to the business brand. Ensuring that these values are consistently communicated across all channels is essential, both personally and professionally. - Meenal Aggarwal, Groots Valuation LLC I've built my personal brand on authenticity and keeping it real. I share my wins but also talk about the challenges, setbacks and low moments. I believe in sharing the full journey, including the good, the tough and everything in between. I've created genuine connections with my audience by being transparent. They see the human behind the brand, and that builds trust in me and my company. - Deepali Jamwal, Live2Dance LLC Show up consistently where your customers and clients are, whether that's on social platforms or blogs or in communities or forums. Choosing the right channel is the key to exposure and growth. Align your personal presence with business values so that when you write a post, make a comment or wear a branded T-shirt at events, your voice and story clearly reflect your brand identity. - Michael Podolsky, Establishing a regular video presence on social platforms, such as Instagram Reels, TikTok and LinkedIn, serves as a powerful strategy. Quickly gather followers and guide them to your business with brief authentic videos that demonstrate your professional skills or day-to-day business activities. - Tammy Sons, Tn Nursery Create authentic thought leadership that resonates with all stakeholders' values. Share expertise through strategic content that addresses their specific pain points. One vital step is to create a consistent stakeholder engagement calendar that aligns personal brand messaging with your company's core purpose across all channels. - Kent Gregoire, Symphony Advantage People love a good story. As an entrepreneur, your journey is unique. The first step is sharing why you started, what drives you and the lessons you've learned. When it's personal, your audience connects more deeply and gets behind you and your business. It's all about building trust and creating authentic connections. - Samuel Darwin, Sparkle The key to building a durable personal brand is to stop chasing visibility and start documenting impact. It's not about hype or platitudes. Identify what's working, for whom and why it matters to your customers and to the world. The point isn't to impress LinkedIn's noisiest circles, but to build credibility with the people who matter, like your customers, team and market. Trust compounds, and so does growth. - Gabe Gladstein, Indigo Research One thing that works is showing up with honesty and consistency. When entrepreneurs share real stories, lessons and values, people connect. That trust then carries over to the brand. Start by picking one channel, like LinkedIn, and speaking from experience. People don't follow products—they follow people they believe in. - Somdutta Singh, Assiduus
