Today, we’d like to introduce you to Rana Florida.
Hi Rana, so excited to have you on the platform. So before we get into questions about your work life, maybe you can bring our readers up to speed on your story and how you got to where you are today.
Growing up in the Midwest as the daughter of Jordanian immigrants, my parents had high expectations for me and my siblings to pursue careers in medicine or law. However, neither profession sparked my interest. To appease my parents, I enrolled in business school, although I was uncertain about my future path. Graduating without a clear passion, I continued my education and obtained an MBA in marketing and management.
Following the completion of my MBA, I relocated to Washington, DC, and secured a position at a corporate Fortune 500 company, enjoying the perks of a substantial salary and bonuses. It seemed like I was living the epitome of the “American Dream.” However, despite the financial stability, I found myself deeply unhappy. I lacked control over my time and schedule, and my work felt devoid of purpose or fulfillment.
Then, an unexpected opportunity arose when BMW approached me to spearhead an advertising campaign centered around my husband’s concept, The Creative Class. It was a risk I couldn’t ignore. Despite the security of my corporate job, I made the bold decision to leave it behind and embark on a new venture alongside my husband, founding our consulting organization, the Creative Class Group.
Alright, let’s dig a little deeper into the story – has it been an easy path overall, and if not, what challenges have you had to overcome?
The journey wasn’t without its challenges. Unlike a corporate job, I didn’t have the luxury of an IT department, Human Resources, or legal counsel to rely on for guidance. I had to seek out my own partners and resources.
Our team was dispersed globally, and there was no one-size-fits-all product or service—everything was customized to suit each client’s needs. However, I believe our adaptability, flexibility, and commitment to customization enabled us to secure partnerships with some of the world’s leading companies, including Meta, Converse, Starwood Hotels, and Kraft.
Alright, so let’s switch gears a bit and talk business. What should we know?
The Creative Class Group (CCG) is a strategy firm comprised of leading researchers, thinkers, and business experts.
Drawing on our proprietary datasets, we advise corporations, governments, non-profits, and universities on topics ranging from economic development and growth, competitiveness, talent attraction and retention, real estate investment and locational strategy, and inclusivity and sustainability.
Our approach centers on the proven research of my husband, urban theorist Richard Florida, author of the seminal book The Rise of the Creative Class. Making up about one-third of the U.S. workforce (much more in some cities), the Creative Class collects half of all wages and accounts for 70 percent of discretionary spending. No company, organization, or economy can afford to overlook it.
From Dubai to New York, CCG has helped cities, small and large, on five continents develop economic development strategies. We assisted BMW with its Ideas Class advertising campaign and advised Audi on its Urban Future Initiative, supported Art Basel’s introduction of Art Basel Cities, and launched CityLab with The Atlantic.
Cirque du Soleil hails CCG’s research as its number one indicator for ticket sales. Starwood Hotels collaborated with the leadership team on real estate expansion, marketing, and branding. We have also helped Philips, WeWork, Air Canada, and many other companies target the Creative Class in their marketing.
Is there something surprising that you feel even people who know you might not know about?
Many still adhere to the notion of keeping work and personal life separate. However, for me, work isn’t confined to a desk—it’s woven into every aspect of my life. Whether I’m taking Zoom calls during the school carpool or collaborating with mayors’ offices during my kids’ art class, or even engaging in business development calls with top companies from the playground, our work knows no boundaries or restrictions.
We’re passionate about collaborating with cities, regions, and brilliant minds to enhance the livability of our communities. Yet, the most rewarding aspect of our work lies in philanthropy, both in Canada and the US. As the Treasurer of the board for Silver Art Projects, a non-profit based at 4 World Trade Center, I’m deeply involved in providing artists free studio spaces and career development opportunities.
These initiatives not only accelerate their artistic growth but also contribute significantly to the vibrancy of downtown New York, where artists have historically been priced out. Additionally, serving on the board for Best Buddies Canada allows me to support young people through social mentorship, fostering friendships that make a meaningful difference.
Moreover, I love supporting Voices for Children in Miami, which provides essential aid and support to the 1700 children in foster care, furthering our commitment to building stronger, more inclusive communities.
Contact Info:
- Website: www.creativeclass.com and www.ranaflorida.com
- Instagram: https://www.instagram.com/rflorida/
- Linkedin: https://www.linkedin.com/in/rana-florida-41929920/
1st photo
Supporting emerging artists, Artwork from Art Basel Miami Beach
2nd photo
Cochair of the National Ballet of Canada
3rd photo
At Creator Week in LA with Meta clients
4th photo
Cochairs National Ballet of Canada, Rana Flrodia and Rochelle De Goias
5th photo
Richard and Rana Florida working with the Mayor of Medellin
6th photo
Business expert on MSNBC
7th photo
At the 21c hotel working with the Walton Family Foundation in Bentonville
8th photo
119 Corbo feature of women in fashion
9th photo
Treasurer of the Board, Rana Florida with formally incarcerated artist Jared Owens and Director of Silver Arrow Projects, Gregory Thornbury at the World Trade Center
10th photo
With family attorney Michelle Lari at Voices For Children Miami
Image Credits
Ted Bolton and Marcio Amaral
