Business Conversations with the Co-Founders of Kreativa Group

I recently sat down with the co-founders of Kreativa Group, a digital agency based in Los Angeles and Miami.

I sat down to discuss the power of business partnerships, how they’ve navigated challenges, and the key lessons they've learned while building a thriving creative agency.

Whether you're thinking of starting a business with a partner or looking for insights on scaling, this conversation is packed with valuable takeaways. Connect with Kreativa Group: https://kreativagroup.com/ or check them out in Linkedin: https://www.linkedin.com/company/kreativagroup/ or by emailing them: [email protected]

Check out our YouTube Channel to watch the full podcast episode!

1:1 Conversation with Kreativa 3 - Janet Bartoli Interviewed Tommy & Karina - here's the transcript.

All right. Well, first of all, thank you guys for joining me on A Founder's Lab. We're going to jump right into the questions. Here's the first question I have for both of you. You can divvy it up however you want to answer this.

I wanted to understand, as a partnership, specifically the dynamics around that—how did you both decide to co-found Kreativa Group? Tommy, do you want to take a stab at it first?

Tommy: Yeah, sure. Karina and I had known each other for quite a long time. We had worked together off and on for the past 20 years. At our last startup, which was a real estate tech startup, things were great during Covid because the real estate market was booming.

However, after Covid, things changed. Interest rates started going up, and the real estate market began to decline. One day, we had a conversation—I don’t remember who initiated it—but we mutually decided to combine our skill sets.

I had digital marketing expertise, and Karina had an incredible creative skill set. We thought, why not put them together into a business and do this on our own? Instead of working for someone else, we could build something for ourselves and get a bigger piece of the pie.

That was the start. After that initial conversation, we quickly set goals and aligned our mindsets. We realized that we had very similar goals for the company. That gave us confidence that this partnership would work.

We didn’t want to enter a partnership where one of us wanted X while the other wanted Y, as that would lead to disaster down the road.

Karina: It also helps that our communication is always open. If we’re not aligned, which rarely happens, we talk things through. Tommy is more ambitious and shoots for the stars. I keep him grounded.

We check in with each other often. If something feels off, we discuss it until we reach a solution we're both comfortable with. It has never been an issue. We always work things out because we share the same moral compass, business outlook, and goals for our clients and ourselves.

Interviewer: At the beginning, did you have conversations about defining roles? Since you had worked together before, did that make it easier?

Karina: Yes, it was like a marriage. We’ve worked in similar roles for over 20 years. Tommy naturally leans toward business development—he finds the leads. We plan our projects together, but he handles the marketing side while I take care of creative direction.

This structure worked for us in past roles, so we decided to formalize it for our agency. Instead of following someone else’s roadmap, we now have full control over budget and strategy.

The roles were already defined, so we didn’t see a need to change what wasn’t broken. We’re just taking on new responsibilities, like administrative tasks, which we’re learning as we go. So far, we’re doing a pretty good job.

Tommy: The roles will continue to evolve as the company grows. What we do today may look different in a few years. We’re adaptable and open to change. Even in the past year, things have shifted. As we bring on more team members, we’re able to delegate and focus on what we do best.

Interviewer: Karina, as a female founder, you were featured in Authority Magazine discussing the importance of adaptability. Can you elaborate on a specific challenge where that was crucial to your success?

Karina: From a female perspective, one challenge is simply being heard. I often have to repeat myself and ensure things are documented to make it clear that the ideas came from me.

In meetings, I’ve encountered situations where clients or vendors listen to me, but then immediately turn to Tommy to discuss business. Some even reach out to him directly, bypassing me. Fortunately, Tommy is a great partner. He always reminds them that I’m the co-founder and won’t take a meeting unless I’m included.

It’s frustrating, but I don’t let it get me down. I just make sure to be louder and prove my value. It’s unfortunate that I have to work harder for the same recognition, but I refuse to be overlooked.

Interviewer: That’s an ongoing issue. Many people still associate the word ‘entrepreneur’ primarily with men, despite successful women like Oprah Winfrey and Martha Stewart. Do you think things will change?

Karina: It comes down to money. People mention billionaires like Bezos and Gates because they receive massive VC backing. If more female investors funded female-led companies, we’d see more women in those top spots. The system is still skewed, especially in industries like software.

Interviewer: What advice do you give to other women interested in business?

Karina: Never lose hope. Be persistent. No matter how many doors close, there will always be another opportunity.

Interviewer: Tommy, since you handle business development, what strategies have you tried that didn’t work as planned?

Tommy: Most of our business comes from word of mouth and referrals. Karina and I have built strong networks over two decades, and we were able to tap into that quickly.

Retention is our priority. We have a 99% retention rate, so we focus on delivering great work to keep our clients. As for growth, I’ve experimented with LinkedIn but haven’t posted consistently enough to reach the right audience yet.

We’ve considered tools like LinkedIn Sales Navigator or Cleverly for automated outreach. This year might be the time to explore those strategies further.

Interviewer: What qualities should people look for in a co-founder?

Karina: Risk-taking. You don’t need to be a daredevil, but you must be willing to step out of your comfort zone. If you crave stability, entrepreneurship may not be for you.

Tommy: A positive attitude. I wake up every day with the mindset of yes. We approach every conversation with optimism—yes, we can close this deal; yes, we will exceed client expectations.

Negativity has no place in our business. I’ve even distanced myself from people who constantly say no or try to discourage ideas.

Interviewer: Rapid fire—what’s one warning label you’d give about entrepreneurship?

Tommy: Be careful who you choose as a co-founder. Mutual respect, trust, and compromise are essential. Just because someone is your best friend doesn’t mean they’re the right business partner.

Karina: You must be adaptable. If you can’t pivot when things go wrong, entrepreneurship isn’t for you.

Interviewer: What’s one digital marketing mistake you wish you had avoided?

Karina: Trying to do everything. In the beginning, we built websites on multiple platforms—Webflow, Framer, WordPress, Shopify, Squarespace. Each project felt like starting from scratch.

Eventually, we focused on a few platforms, which saved time and money. If you’re starting out, choose your core strengths and stick to them.

Interviewer: What are your top recommended resources?

Karina: I love How I Built This by Guy Raz. Hearing how founders overcame struggles helps me apply lessons to our business.

Tommy: I listen to Finding Mastery by Michael Gervais and Creatures of Habit by Michael Chernow. One focuses on business advice, the other on health and wellness.

Interviewer: Where can people find you?

Karina: Our website, kreativagroup.com. Also, LinkedIn and Instagram @HelloKreativa.

Tommy: Yeah, LinkedIn is a great place to connect.

Interviewer: Great! I’ll include the links in the show notes. Thank you both!

Karina & Tommy: Thank you! This was fun!