Summary
Lee Caraher, CEO of Double Forte, explains how her PR and strategic communications firm helps clients reach business goals by improving how they connect with employees, customers, partners, and the public. She traces her path from a medieval history degree to tech PR, and why agency work accelerates learning. After 9/11 and her mother's stage 4 lung cancer diagnosis, Lee founded Double Forte (now 23 years old) to build a values-led agency that could flex around family needs. She describes early growth by focusing on a short list of trusted relationships, protecting culture with the "no assholes" client rule, and leading with high input, low democracy, high appreciation, and high standards so the team stays relevant through constant change, including AI.

Takeaways

• High input, low democracy: gather input widely, then decide and share the rationale.

• High appreciation: specific, contextual praise improves performance and reduces wasted effort.

• Culture guardrails matter: the "no assholes" rule can limit revenue but protects teams.

• Hiring well isn't enough—leaders often wait too long to fire or re-seat someone.

• Empathy doesn't mean lowering standards; it means support + timelines + role shifts when life happens.

• Leaders must communicate a clear path in change: "Here's the road we're taking."

Soundbites

• "We help our clients achieve their business goal through communication."

• "High input, low democracy."

• "Teams who feel appreciated outperform those who don't."

• "No assholes."

• "If you don't think you can improve… leave now."

• "Agencies succeed only if they're relevant now and next."

• "My definition of success is money, time, people."

Timestamps

• 00:01 – Meet Lee Caraher and Double Forte

• 02:31 – What Double Forte does: business goals via communication

• 03:02 – From medieval history to PR and why agencies train

• 05:18 – 9/11 + mom's diagnosis → starting Double Forte

• 06:57 – The "first 11 people" strategy for landing clients

• 08:09 – Culture rules and the no assholes line

• 10:24 – Biggest lesson: leaders are often slow to fire

• 11:57 – Leadership pillars: input, appreciation, high standards

• 13:28 – 360 wake-up call: appreciation must be visible

• 19:08 – Empathy with standards: timelines and "park yourself"

• 22:29 – Leading through constant change and AI uncertainty

• 24:46 – Color-coding the calendar: in vs on the business

• 35:18 – Her success definition: money, time, people

• 37:09 – How to reach Lee

Contact links for the guest

• Double Forte: double-forte.com

• Lee Caraher: lee-karaher.com

• Linkedin: https://www.linkedin.com/in/leecaraher/

• Email: lkaraher@double-forte.com

Keyword tags
Lee Caraher, Double Forte, Leadership, Strategic Communications, Public Relations, Team Culture, Appreciation, Employee Retention, Decision-Making, Empathy, Client Selection, AI Change